creating fantastic, shareable, and customer targeted content … · creating fantastic, shareable,...

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©2015, The Brainzooming Group @Brainzooming #SMSsummit

Creating Fantastic, Shareable,

Customer‐Targeted Content

Mike BrownFounder | The Brainzooming Group

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We’ll Talk About• Strategies and Tools

•Diagnostics

• Sharing Perspectives

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Brainzooming.com/Content2015LV

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Download a free copy at:Brainzooming.com/Content2015LV

Insights into your:• Social Strategy• Metrics• Staffing• Content• Activation• Engagement

9 Diagnostics to Check Your Social Strategy

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©2015, The Brainzooming Group @Brainzooming #SMSsummitBrainzooming™


We help make smart organizations more successful by rapidly:

• Expanding theirstrategic options and

• Creating innovativeplans they canefficiently implement.

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OurSocial Media Perspective

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Those Who Preach Should Create

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Step 1. Strategy,Step 2. Platforms.

Don’t screw up the order!

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You Can Speak Volumes in 140 Char

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Page 2

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Lesson #1

Imagine You’re aTV Executive

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Page 9

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Place the Audience First in Content Strategy

Lesson #2

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What So Many Brands MissThe Too Frequent

Content Mix for a Brand Reality

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“Outside‐In” Content

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Audience Needs & Interests

Compelling Communication

& Interaction

BrandLoyalty

Social

TraditionalMedia

NetworkBuilding

The Right Mix Is Critical

Your Brand

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Defining Your Target Audience

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Behavioron your website

Behavior in work &

personal life

Web Social

Personas Aren’t Created Equal

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MaryMarketing VP

• 48, married, and has two high school children.• Traditional professional; Works long hours for a Fortune 500 agri‐business company

• MBA from the University of Illinois. • Realizes the importance of social media, but hasn’t actively participated beyond a LinkedIn profile and a Facebook page.

• The company’s brands are her “babies.” She puts extra time and effort into her responsibilities for driving growth for her company.

• With her Blackberry in hand, she stays continuously connected with family, work, and friends.

• As a successful business woman, she expects and demands peak performance out of her children, employees and her market research vendors.

• A self‐described “wine aficionado”, Mary enjoys having a cocktail or glass of wine with co‐workers or friends to celebrate a job well done.

• 35, single and lives in a condo; doesn’t have time to deal with yard work.

• BS degree in business; obtained an MS degree in marketing while working full time.

• Very social outside work and enjoys traveling, exercise and activities where he can relax. Quiet at work. Passionate about research, statistical analysis, and integrity of research efforts.

• Tech savvy and uses iPhone. Engaged in social media to build new contacts, connect with previous colleagues and friends. Spends time reading online market research articles and blogs to find relevant info and solutions to his job.

• Involved in a number of business associations for networking to him advance his market research career.

• Given the state of the economy and shifts in consumer spending, he is worried about cutbacks and looking for a trusted advisor; someone that understands his pain points and can step in to help his group provide more value for his company’s growth efforts.

JasonMarket Research Manager

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Goals

Interests

Focus

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Let’s Look at Your Great Examples

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Broader Topic Possibilities Open Engagement Opportunities

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Lesson #3 You Need Lots of Pitches

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Topics?Think

George Costanza.

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Finding a credible way to address audience interests

What makes a topic great?

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"The best way to have a good ideais to have lots of ideas."

‐ Linus Pauling

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Working Your Company Beats

http://b‐i.forbesimg.com/lewisdvorkin/files/2013/05/Reporter‐1.png

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Interests

Seeking

Focus

Think

Know

Do

“Think Know Do” Beat

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Should be Creative

Everyone’s Involved

Can be “Faked”Can be

Learned

Yields Better

Results

Is ImportantStrategic

Thinking

Mind Mapping ‐ Think

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Know

Behind the scenesExclusivesAssistance

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• What are you learning as an organization?

• How are you addressing industry issues?

• What customer service issues have you solved?

• How is your team working with customers?

• How do you improve your community?

• What does the team do outside work?

Do

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“Lincoln Electric joins metal with fire. That’s cool!”

‐ Craig Coffey, U.S. Marketing Communications Manager

What’s the cool factor in your brand?

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Apply the“Oohs and Ahs”

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During Initial Exploration• What should I know about the product category, but might easily overlook?• Why are some features more important than others to get desired benefits?• Is there one place where I can get all the information on trends, how‐tos, and other important facts

for this product category?• When will this be the most important, beneficial, or valuable for me?

Seeking More Information• What case studies show how this is being done in new and successful ways?• Is there anything important I should know about the various providers in this category?

Making Comparisons• What are important buying criteria to explore?• Are there short cuts I can take in looking at all the options?• Does anyone have a graphic that shows all the important features, performance levels, and benefits

of all the choices?

Justifying the Product Recommendation or Decision• If I pay more for a promise of larger benefits, how will I justify the investment?• Are there tools to evaluate the benefits of making the right selection?

Business Development Beat

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The Analytics Beat

• Why do people reach your website?

• Where do they come from?

• Where do they go next?

• What content is getting them to spend the most time?

• What are competitors’ keywords?Brainzooming™


Potential Content Topics

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Involve the Audience1. Answer questions your customers

or readers have asked you.

2. Ask a question of your readers to see what they think.

3. Ask readers what they’d like to read.

4. Ask 5 customers in a row the same question and write their responses in a blog.

5. Interview a customer on concerns, challenges, and views on industry issues.

6. Look for blog titles from your industry and write your version of the topic.

7. Publish potential upcoming topics and let readers decide what they want to read.

8. Run an online survey for readers and report the results.

9. Share a question on Facebook or Google+ and use responses for a blog post.

10. Feature guest posts from clients.

11. Solicit guest blog posts from business partners.

12. Talk to customers at events and find out what their current challenges are.

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Sharing What Your Brand Knows13. Interview yourself on a topic.

14. Recap a past event.

15. Recap the results of a research report someone else published.

16. Report on a conference people from your company attended.

17. Reveal background info on things that make your organization successful.

18. Share really cool work your organization is doing.

19. Share the results of research your organization has completed.

20. Summarize what your organizations knows about a news topic.

21. Write about things your audience might not realize.

22. Write about what your organization does to serve customers.

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Teach Others23. Expand your thinking on a published

post so it is more teaching‐oriented.

24. Take a new angle on a topic you’ve written about already.

25. Teach a new technique or tips you’ve been using.

26. Write about something you learned in the last week to share with readers.

27. Demonstrate a process your company uses that is valuable for your audience.

28. Answer frequently asked questions that require video demonstrations.

29. Feature experts in your business sharing their knowledge.

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30. Make a long list of ideas your customers and readers can use.

31. Make a short list of steps readers can take to accomplish something.

32. Write anything allowing you to put a number in the title (it attracts readers).

33. Add additional items to a list you’ve already published.

34. List the types of customer problems you routinely solve.

35. List questions you’re getting in customer service.

36. Ask readers a question and report the answers in a list.

37. List the steps in a process readers could handle for themselves.

Make a List

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Share Opinions38. Write what your organization thinks

about a topic or a news story.

39. Disagree with a well‐known business perspective.

40. Write a response to an idea in a book relevant for your audience/industry.

41. Predict what your organization thinks will happen in the future.

42. React to opinions a competitor or an industry figure is discussing.

43. Review a book or magazine article you’ve read recently.

44. Review a fantastic product or service your organization uses.

45. Review a topic people are thinking about in your marketplace.

46. Share a half‐baked idea to see if readers can finish baking it.

47. Write a blog post that’s 80% done and allow readers to finish it.

48. Write about something completely obvious as if you’re the first to think of it.

49. Write about something completely obvious in a new way.

50. Write about anything to interest readers more than recent topics.

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Have Your People Personalize It51. Complain about a personal recent

customer experience relevant to your audience.

52. Share an anecdote from your organization.

53. Talk honestly about an issue where your organization is struggling to improve.

54. Thank a customer who has been loyal to your business.

55. Write about the most interesting thing that happened in your organization today, yesterday, or this week.

56. Share what inspires your organization and its people.

57. Cover community activities your organization supports.

58. Create a post that’s slightly more or less outrageous than the typical content.

59. Write something dramatically more or less outrageous than what you typically write.

60. Write something that allows you to name drop customers who will share it within their networks.

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Use Video and Images61. Video executives sharing brief

commentaries.

62. Video a demonstration relevant for your audience.

63. Video an interview with a work colleague or business partner.

64. Ask 5 customers to answer the same question on video.

65. Use photos from corporate events or customer interactions.

66. Feature photos of interesting things your audience or organization DOES.

67. Video a customer talking about its business.

68. Have two customers interview each other.

69. Video a day in the life of your customer service organization.

70. Shoot a short video with reasons why others should Like your Facebook page.

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Repurpose Content71. Combine shorter posts from your

organization’s blog into a longer one.

72. Expand a comment from another blog into a full blog post.

73. Group tweets from your organization into a list or other blog post.

74. Organize and refresh in new ways relevant information that’s already been published.

75. Publish links from your blog to make it easier to find everything on a topic.

76. Publish a presentation from your organization on Slideshare to embed in a blog.

77. Re‐edit and freshen something already written with new content.

78. Re‐run the most popular post(s) your organization has shared.

79. Share an intriguing video with comments to give your thoughts about it.

80. Write up the points covered in a slide from a Powerpointpresentation.

81. Embed a funny or on‐target cartoon.

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Lesson #4 Match Objectives, Networks

and Content

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The CMO’s Guide to Social LandscapeCustomer

Communication Brand Exposure Driving Site Traffic SEO

Facebook

Twitter

LinkedIn

YouTube

Flickr

Blogging

Pinterest

Instagram

SlideShare

Google+

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Translating“CMO Speak” for“Social Content Outsiders”

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• That Voice Over• That Muted, Aspirational Enthusiasm• That Music• That Stock Video of People and Technology• That Five‐Minute Length• That Complete Lack of Emotion

Can only mean one thing . . .

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Corporate Video

Social Media Video

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Purposeful Integration

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Lesson #5 Be Engaging 24/7

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Conveying an Engaging Personality

Familial Mentor BFF CSRep Maven Comedian SnarkyConfidant Teacher Straight Shooter Newsperson Cool/Hip Gossip

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http://media.nj.com/entertainment_impact/photo/kevin-smith-too-fat-to-fly-kicked-off-planejpg-96b111afde2b7d48_large.jpg

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Extending Brand Character

• What characteristics make this personality type rewarding to be with?

• How will you create personality in your content?

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Is your brand personality apparent in yoursocial content?

What opportunities do you see?

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Answering QuestionsInteractingSharing Linking

Check your brand’s last 20 updates!

Talking? OR

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Page 10

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Just the Facts

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Pop Up Video

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Gossipy

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Crisis Management

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Headlines

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Customer Engagement

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PredictabilityConsistencyContinuity

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herever two or more are gathered in a

brand’s name, there is content.”

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If you’d like a copy, write EVENTon the PMIR or a business card.

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What Personality Is Missing?

Familial Mentor BFF CSRep Maven Comedian SnarkyConfidant Teacher Straight Shooter Newsperson Cool/Hip Gossip

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Lesson #6 Balancing Content

and Commercial Messages

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“So much of social media is getting your audience to say,

‘I’ll be in a relationship with you. That means you have to respect me,

and I’ll put up with a little of your self‐absorption.’”

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8: 1: 173% ‐ 27%100% Value

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Business Building with Social Media and Content Marketing

Attention

Action

Conversion

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Mirroring the Sales Process

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The Sales Continuum

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• Non‐exclusive offers (A deal for everybody)

• Giveaways (Something for engaging)

• Sharing content for information (Permission to keep talking)

• Peaking interest (Sneak looks at product)

• Micro‐advertising (Links to ads)

• Exclusive offers (Deals for those acting)

• Direct response (Click the link to buy)

• Proactive outreach (We can meet your need)

• All Deals, All the Time (Dell – nothing but deals)

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Where do you think this link is going to take you?

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• Non‐exclusive offers (A deal for everybody)

• Giveaways (Something for engaging)

• Sharing content for information (Permission to keep talking)

• Peaking interest (Sneak looks at product)

• Micro‐advertising (Links to ads)

• Exclusive offers (Deals for those acting)

• Direct response (Click the link to buy)

• Proactive outreach (We can meet your need)

• All Deals, All the Time (Dell – nothing but deals)Brainzooming™


Quantitative

# of posts

Update frequency

# of content assets

Questions answered

# of comments

# of Followers / Fans

Audience downloads

Amount of user content

# of customer service issues handled

# of qualified leads

$ sales / # of units

Qualitative

Comments Audience sentiment

Learnings

User content‐various types

Success stories

Audience‐generatedmarketing

Learnings

ReturnsInteractionActivity

Applying Whole Brain Metrics

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Page 4

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http://Brainzooming.com/SocialMediaROI/

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Lesson #7 Design a Sustainable Strategy

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A team inside the organization trained in content creation contributes to a

collaborative effort’s strategic direction.

A Collaborative Approach

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How collaborative is your content and social networking approach?

What challenges to collaboration exist?

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A designated strategic producer / editor and review process ensure

stronger content that is compelling and well‐written.

• On brand

• Right sensibilities

• Diverse communicatorBrainzooming™


Integration

Communications

Team

Services

Reinforcers

Advertising Word of Mouth

Invoices

Facilities

Website

Expertise Service Quality

Service Experience

Customer Service

Culture & ValuesPerformance

Hiring & Recruiting

Logos

Collateral

Forms

Uniforms

PR

Sponsorships

BrandPromise

Frontline Employees

Staff

Behind the Scenes Employees

Social Media

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Potential Stakeholders• HR• R&D• Product Development

• Brand Experience• Operations / Manufacturing

• Communications

• Marketing• Pricing• Advertising• Sales• Customer Service • Channel Management

• Web / Online• Logistics• Distribution• IT• Legal• Govt. Relations• Finance

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Invite People with Customer Contact

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Create Role Descriptions

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Page 6

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A Strategic Editorial Calendar

Subject matter coordinated to deliver a more strategic

mix of content.

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http://www.prioritydata.com/Images/OrangeKeyboardWeb.jpg

Bite‐SizedContent

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Evergreen Content

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REUSEREDUCERECYCLE

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Creating a Social Media Activation Toolkit

CONTENT• Pre‐existing content• Messages• Keywords

PARTICIPANTS• Want to reach audience• Audience influencers• Content producers

PERSONAL INTEREST & NEEDS• Support audience success• Audience motivators• Topics of interest

ACTIVATION• Pre‐existing communications• Current interactions• Tools to borrow

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Brainzooming.com/Content2015LV

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Avoid 2 Biggest MistakesThinking:

No One Sees Your ContentEveryone Sees Your Content

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Blog: www.Brainzooming.comSubscribe: brainzooming.com/subscribe‐brainzooming

Email: [email protected]: @BrainzoomingPhone: 816‐509‐5320

creating fantastic, shareable, and customer targeted content … · creating fantastic, shareable,...

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