interruption to engagement

Interruption to

Engagement

Saturday, April 22, 2023

Reinventing marketing services.Providing the innovative, “big idea” marketing, communications and creative solutions found in

an A-List agency+

The diverse, flexible and efficient personnel resource solutions of a staffing & recruitment

firm

Expertise and execution help WHEN you need it...without paying for it when you don’t.

Scott Conescone@freemanleonard.com

281-360-6811www.marketingavatar.wordpress.com

• 25+ years Advertising & Marketing• Media & Agency

• B2B & B2C

Marketing REvolution

THEORY

The Only 3 Marketing Objectives That Matter

• Create profitable growth

• Reduce expenses

• Increase customer satisfaction

Legacy Brand-centric Model…BRAND

ADS & PR

MEDIA CONTENTINTERRUPTION

CONTENT

Question:Question:

What Kind of What Kind of Value is Your Current Marketing Marketing Effort Delivering to Your Constituents?Effort Delivering to Your Constituents?

Percentage of buyers that conduct online research before buying a product or service

88%

Source: Pew Research, 9/29/10

Percentage of media influencing purchase decisions that comes from consumer-generated sources.

66%

Source: McKinsey “Consumer Journey” Report 2009

B2B versus B2C

C-Suite Internet Use• Under 50: 81% daily• 50+: 62% daily

Consumer Internet Use• 21% daily• 78% overall

Research Online for Business/Product/Service Intelligence

Emerging Content Marketing ModelEmerging Content Marketing Model

BRAND

CONTENTCONNECTIONSCOMMUNITY

CONVERSATIONS

ENGAGEMENT

Thought for the Day:Thought for the Day:

You donYou don’’t need a social media strategy.t need a social media strategy.

Your marketing strategy needs to be social.Your marketing strategy needs to be social.

Social Media is DANGEROUS without a content plan

Two Common Approaches that DON’T work:1. Using new channels to “push” old messages

2. Dabbling or worse

So, what is it?

Welcome to

Content Marketing

SearchSocial

Blogs

PRACTICE

Focus On…

Traffic Leads Conversion

CONTENT THAT CREATES LINKS

What Kind?

Where?

Why?

Who?

How Much?

How Much?

How Much?

New BehaviorsListen

Converse

Share

Social Content Marketing Process

Discover

Social Media Policy

Develop Deploy

Research

Analysis

Insights

Strategy

Concepts

Plan

Optimize

Syndicate

Monitor

Content Syndication Hub

Offline

Online

Your Site

75% of content distributed away from home site

How It WorksCreate, Optimize & Distribute

engaging Content everywhere

People find it& link to it

This increases search rankings

Which causes morepeople to find your

content,link to it and increase

your reach

1

2

3

4

B

MobilitMobilityy

Social is the New Social is the New SearchSearch

Community is the New Campaign

Video is the New Collateral

Customers are your New Agency

Social Good is the New PR

Non-Profit + Social• 75% of new media users believe social networks are

effective ways to learn about a company’s corporate social responsibility (CSR) efforts

• 74% expect companies to join conversations about their CSR practices happening in new media

• 40% are using new media for searching, sharing and disclosing CSR efforts in their networks

Source: New Media Study, Cone Communications, 2009

Location is the New Promotion

Games are the new TV and Radio

Online Links Offline

FireFox NetNewsWireMac

FeedDemonWindows

Monitor & Measure

Monitor & Measure

Good Reads

ww

www.marketingavatar.wordpress.com

Final Pieces of Advice• Don’t be an expert• Don’t stop learning• Do read and watch everything you can• Do eat your own dog food

Go Start A Conversation!