five imperatives for success with social content marketing
TRANSCRIPT
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Developing Thought Leadership through
Networking Tactics and Content
Dr. Jim Barry
June, 2017
Session VI
MKT 5225
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Slide 2
Personalized
FREEmiums
Brand Utility Visual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Evaluation(Consider Your Business)
Differentiation(Prefer Your Business)
Relate to Customer Journey
Getting Audiences to Know, Like & Trust You
Real-Time
Help
Top/Mid-Funnel(Influence)
Bottom/Mid-Funnel(Engage & Nurture)
Interest(Know About Your Business)
Community
Expectation
Community
Expansion
Community
Excitement
Know You Like You Trust YouInspiring Your
CommunityValidating Your AuthorityHelping to Find You
Endorsements
& Demos
Thought Leadership• Influence Outreach
• Inspiration Appeals &
Consultation Style
• Social Networking Contributions
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Slide 3
Why Digital Thought Leadership
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Slide 4
Why Digital Thought Leadership
B2B buyers working through digital
channels• 67% of the buyer's journey is done digitally1
• 60%-72% of their purchase decisions are
complete before buyer reaches out to sales2
1. Sirius Decisions in Neeson & Reap (2012)
2. CEB study of 1,400 B2B customers in Adamson, Dixon, & Toman (2012), @kokasexton #SMMW17
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Slide 5
Why Social Networking for B2B Buyers
B2B buyers seeking thought leaders
through digital channels• 79% of would-be buyers say thought leadership
is important or critical in determining which
providers they want to learn more about1
1. Schwarz & Burgess (2015)
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Slide 6
Why Social Networking for B2B Buyers
B2B buyers seeking thought leaders
through digital channels• 76% claimed that truly engaging thought
leadership influenced their purchasing
decisions1
1. Based on 1,644 executives surveyed by The Economist Group (2016)
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Slide 7
Why Social Networking for B2B Buyers
B2B buyers seeking trusted
advisors through digital channels• 64% of B2B buyers appreciate hearing
from a salesperson who provides
knowledge or insight about their business1
1. According to LinkedIn in Jenkins (2016)
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Slide 8
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach (Session V)
• Inspiration Appeals & Consultation Style
• Social Networking Contributions
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Contributions
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Slide 9
Developing Thought Leadership
Nothing to Say No Audience
OROffer value to influencer
• Recognize influencer (Ratings & Reviews)
• Share research
• Provide new audience or forum
Contribute to their content• Comment on posts
• Guest blog post on points of interest
• Fill podcast/live broadcast slots• panel expertise
• hot topic
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Slide 10
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach
• Inspiration Appeals & Consultation Style
(Session V)
• Social Networking Contributions
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Contributions
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Slide 11
Developing Thought Leadership
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Slide 12
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach
• Inspiration Appeals & Consultation Style
• Social Networking Contributions
Thought Leadership
Development
Influence Outreach
Inspiration Appeals &
Consultation Style
Social Networking
Contributions
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Slide 13
Networking for Thought Leadership
Networking for Thought
Leadership • Creates opportunity to distinguish as
trusted advisor
• Requires• content rigor
• participation in the right groups
• Emphasizes influence over marketing
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Slide 14
LinkedIn for Thought Leadership
http://amzn.to/2o4JaEY
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Slide 15
LinkedIn for Thought Leadership
World’s largest professional network:• 467 million users (1 in 3 professionals)
• Highest visitor-to-conversion rate
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Slide 16
Why LinkedIn for Thought Leadership
LinkedIn builds connections,
credibility and authority• Endorsements validate credibility
• LinkedIn Publisher allows authority
recognition
• Engagement permits “warm calling”
connections
• Group membership enables endorsements,
shared clients & collaboration
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Slide 17
Social Influence Study Results (n= 171)
Content
Credibility
Inspiration
Operational
Helpfulness
Engagement
Generosity
Thought
Leadership
Capability
Market
Foresight
Endorsements#
Capacity for
Content
Resonance
Empathy
Visual
Storytelling
2-Way
Engagement
Humor
0.42*** 0.34***
0.22**0.21**
0.42***
*** p < 0.001, ** p < 0.01, * p < 0.05, ns (not significant)
As measured
by Klout
# based on average of top 3 relevant skills
0.15*
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Slide 18
Why LinkedIn for Thought Leadership
LinkedIn builds connections, credibility
and authority• Endorsements validate credibility
• LinkedIn Publisher allows authority recognition• Capabilities for would-be customer vetting
• Unique perspective
• Consistent influence archetype development
• Engagement permits “warm calling” connections
• Group membership enables endorsements, shared
clients & collaboration
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Slide 19
Start with a Content Plan
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Slide 20
Academic
social media marketing expertise
as an “analyst”
Building a Content Plan- Objectives
(unique perspective, authority)
(expertise)
(influence archetype)
Example Plan
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Slide 21
Building a Content Plan- Strategy
Academic social media marketing expertise as an “analyst”(expertise)
ExpertiseExpertiseExpertise
Example Plan
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Slide 22
Building a Content Plan- Strategy
Academic social media marketing expertise as an “analyst”(perspective) (influence)
Influence
PerspectivePerspective Perspective
Example Plan
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Slide 23
Building a Content Plan - Tactics
Top 10 Tactical Goals• Reinforce “analyst” archetype
• Viral piece to build • 1) new LinkedIn influencer
connections - exceeded expectations
• 2) new LinkedIn, Twitter, Google+
followers – met expectations
• 3) profile views – exceeded
expectations
• 4) endorsements – fell short of
expectations
Post-analytics
Example Plan
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Slide 24
Top 10 Tactical Goals• Target right audience
• 5) Marketing executives - met expectations
• 6) Local networking – fell short of expectations
• Build engagement through• 7) Talk-worthiness – exceeded expectations
• 8) Share-worthiness – exceeded expectations
• Boost search-ability through • 9) reposts on media sites - exceeded
expectations
• 10) profile recognition on LinkedIn & Google
Search – fell short of expectations
Building a Content Plan - Tactics
Example Plan
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Slide 25
Why LinkedIn for Thought Leadership
LinkedIn builds connections,
credibility and authority• Endorsements validate credibility
• LinkedIn Publisher allows authority recognition
• Engagement permits “warm calling”• Examination of YOUR content likes, comments, profile
views and searches starts YOUR prescreening
• YOUR profiles and mutual connections allow THEIR
prescreening
• Engage before “the call”
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Slide 26
Why LinkedIn for Thought Leadership
LinkedIn builds connections, credibility and
authority• Endorsements validate credibility
• LinkedIn Publisher allows authority recognition
• Engagement permits “warm calling” connections
• Group membership enables endorsements,
shared clients & collaboration• Group dialogs bolster your perceived authority
• Activity often rewarded with endorsements, likes and referrals
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Slide 27
Why Join LinkedIn Groups
LinkedIn Group Strategy
Teaming Top-of-Mind ReferralsCollaborative
LearningEndorsements
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Slide 28
LinkedIn Group Strategy
Teaming
Provide Portfolio Mix/Budget Planning
Complement Service Offering
Contribute to Alliance
Top-of-Mind Referrals
Collaborative Learning
Endorsements
Why Join LinkedIn Groups
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Slide 29
LinkedIn Group Strategy
TeamingTop-of-Mind
Referrals
Share Clientele
Provide Association
Goodwill
Offer Local Sourcing
Collaborative Learning
Endorsements
Why Join LinkedIn Groups
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Slide 30
LinkedIn Group Strategy
TeamingTop-of-Mind
ReferralsCollaborative
Learning
Provide Target Audience Insights
Announce & Coordinate Virtual
Event
Provide Business Practice
Feedback
Endorsements
Why Join LinkedIn Groups
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Slide 31
LinkedIn Group Strategy
TeamingTop-of-Mind
ReferralsCollaborative
LearningEndorsements
Provide Industry/ Professional
Insights
Offer Instructional Tips
Help with Decision Aids
Why Join LinkedIn Groups
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Slide 32
Content Usefulness
The Case of Personal Injury Lawyers
Insightful Content• Preventative injury insights
• Pending law perspectives
Instructional Content• Client damage assessment
• Initial claims process
• Lawyering and argument support
Decisional Content• Attorney hire rationale and criteria
• Viability of using certain types of evidence
Emotional Content• Precautionary pleas
• Legal advocacy
• Personal stories
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Slide 33
Endorsement Ranked Lawyers in S. Florida
It’s all
about
content.
Content is Key to EndorsementsEndorsement
Rank
South FL Personal Injury
Attorney on LinkedIn
Website Blog
or Google+ Followers Recommendations
Relevant LinkedIn
Groups
Organizational
Interests
Prestigious Honors &
Awards
Projects, Seminars &
Publications Twitter Followers
1 Gabrielle D'Alemberte Bimonthly 3857 2 2 Very Involved Several None 6531
2 Hector Lombana None 1919 1 7 Few Significant None NA
3 John Leighton Monthly 3672 7 11 Chairs Several Several Seminars 0
4 Philip DeBerard, III Bimonthly 2880 4 6 Several None None 385
5 Scott Leeds Weekly 1515 1 3 None Several None NA
6 Spencer Aronfeld Daily 3291 5 6 Some Several Many Pubs 8189
7 Brenda Fulmer Biweekly 2779 3 8 Several Several Volunteer+++ 820
8 Eric Gressman None 6155 3 1 None None None NA
9 Charles Jamieson Periodic 2222 14 1 Some None None 3969
10 Gary S. Lesser Bimonthly 2646 5 3 Chaired Some Several None 789
11 John Howe Video FAQ 2662 1 0 Some Significant None NA
12 Stuart Ratzan Monthly 2609 0 6 Chaired Some Several None 801
13 John H. (Jack) Hickey None 1875 2 1 None None None 873
14 Jamie L. Allen Weekly 1901 8 7 Several None One Pub NA
15 Steven Farbman Quarterly 1437 0 2 Several Boards Some None 491
16 Maria L. Rubio None 992 0 3 Some Several None NA
17 Andrew Rader Periodic 1765 9 10 Some None None NA
18 Gabriel F. Zambrano None 1544 0 4 Some Several Projects & Pubs 932
19 Michael Feiler None 1516 0 2 Some Some None NA
20 Carlos C. del Amo None 2309 0 2 Some Some None NA
21 Spencer Silverglate None 1936 14 1 Chaired Some Several Book, Pubs+++ 18
22 Mariano Garcia Biweekly 1340 2 0 None None None 226
23 Mitch Panter Biweekly 1337 1 0 None None None 469
24 Katie S. Phang None 1487 0 1 Several Boards Several None 288
25 Laura S. Blackman None 1565 0 0 None None None 5
26 C. Calvin Warriner Biweekly 1404 0 7 Few Some Several Projects 212
27 Dena Foman None 1288 0 2 None None None NA
29 Charles Mustell None 1287 0 8 None None None NA
30 Daniel A. Zuniga None 2109 2 5 Few Several None 52
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Slide 34
Thought Leadership from Content
Quality content reaches
more connections (1%)
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Slide 35
Building Endorsements
Endorsements
Right Groups
Right Content
Connections
Influencers
55% of my own endorsements
come from content & groups
21%
32%25%
22%
Distribution of Endorsements
Colleagues Content
Group Dialogs Unknown
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Slide 36
Endorsements
Right Groups
Right Content
Connections
Influencers
Endorsements = Endorse-ability x Connections
Building Endorsements
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Slide 37
Getting Started
Connecting for partnering• Colleagues
• Group members
• Twitter, Facebook and Google+
• CONTENT!!!
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Slide 38
Connecting to Influencers
Endorsements
Right Groups
Right Content
Connections
Influencers
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Slide 39
Finding the Right Connections
Connecting with YOUR INDUSTRY INFLUENCERS• Validates your credibility as a connection (e.g., shared connections)
• Validates endorsements
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Slide 40
Finding the Right Connections
Connecting with YOUR INDUSTRY
INFLUENCERS• Validates your credibility as a
connection
• Validates endorsements
• Permits your content to reach a large,
relevant audience
• Offers opportunities for influence
outreach & Twitter lists
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Slide 41
Finding the Right Groups
Endorsements
Right Groups
Right Content
Connections
Influencers
Where do influencers hang out?
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Slide 42
Finding the Right Groups
Endorsements
Right Groups
Right Content
Connections
Influencers
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Slide 43
Finding the Right Groups – B2B
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Slide 44
Using Content to Activate
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Slide 45
Developing Thought Leadership
Thought Leadership requires:
• Influence Outreach
• Inspiration Appeals & Consultation Style
• Social Networking Contributions for:• Teaming
• Top-of-Mind Referrals
• Collaborative Learning
• Endorsements
Stephanie Sammons
Melonie Dodaro
Viveka von Rosen
Koka Sexton
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Slide 46
Personalized
FREEmiums
Thought LeadershipBrand Utility Visual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Differentiation(Prefer Your Business)
Session VII
Getting Audiences to Know, Like & Trust You
EvidenceReal-Time
Help
Top/Mid-Funnel(Influence)
Interest(Know About Your Business)
Know You Like You Trust YouInspiring Your
CommunityValidating Your AuthorityHelping to Find You
Evaluation(Consider Your Business)
• Campaign Support• Frequency• Hosting• Tagging• Hash-tagging
Bottom/Mid-Funnel(Engage & Nurture)
• Acknowledgement• Involvement• Fun • Greater Good• Motivating
• Voice Consistency• Open Communication• Generous Sharing• Accountability• Participation
Community ExpectationCommunity Expansion Community Excitement