how to embrace digital, social and content, as a company?
DESCRIPTION
This is a subset of a larger presentation about : - Why companies need to embrace digital, content and social? - Why you need to activate the complete organization, and not only see this as a marketing activity? - How you can develop a change program internally to have employees drive this change? - What internal new processes you need to listen to the external needs of customers? and to the internal stories of your organization, and how you can answer with content - How you can implement these new processes? - How to align business objectives with digital, content and social activities? - How to activate the organization to create content, and be active on social media ? - How you can guide customers through the buying cycle and monetize your efforts ? - What tactics and tools you need to do all of this?TRANSCRIPT
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@tomdebaere
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HOW DO YOU GO FROM
OUTBOUND TO INBOUND?
@tomdebaere
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FROM EGOCENTRIC TO MEANINGFUL ?
@tomdebaere
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FROM CLASSIC TO DIGITAL ?
@tomdebaere
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FROM SPENDING MONEY TO GENERATING MONEY?
@tomdebaere
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STOP INTERRUPTING !START BEING MEANINGFUL !
@tomdebaere
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IMPLEMENT YOUR QUICK WINS
Remove forbidden words
Remove crap and slick copywriting
Be open and authentic
Reduce advertising, increase content
@tomdebaere
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WHY DO YOU NEED TO EMBRACE DIGITAL, CONTENT AND SOCIAL?
@tomdebaere
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ADVERTISEMENT OVERLOAD
200 Million “Don’t Call” in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
@tomdebaere
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BUYERS HAVE BECOME BLIND FOR ADVERTISING
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CONTENT OVERLOAD
204 million emails
72 hours Youtube
2 million Google searches
280.000 Tweets
Source : Qmee 2013
@tomdebaere
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CONTENT TRIPLED IN 3 YEARS
2010 2013@tomdebaere
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“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
Michael Brenner, Vice President of SAP Marketing & Content Strategy
@tomdebaere
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up to 30 31-40 41-50 51-60 Older0
10
20
30
40
50
60
Use of social media for information or advice, by age
Use in %
YOUNG PEOPLE OF TODAY ARE DECISION MAKERS OF TOMORROW
Source : Buyersphere 2012 @tomdebaere
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• Site Centric User Centric
• Image Transparency
• Sales person Buyer
THIS IS ABOUT A SHIFT OF POWER
@tomdebaere
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Advertising overloadinterruption marketing
Channel overloadexpanding number of channel choices
Changing Buyer Behaviorsocial and web
MARKETING CHALLENGES OF TODAY
@tomdebaere
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THIS IS ALSO ABOUT…
The changing role ofsales and marketing
@tomdebaere
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Marketing
Sales
Longlist
Shortlist
Sale !
THE LONG LIST USED TO BE LIKE THIS
@tomdebaere
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That long list is less and less influenced by marketing and sales.
@tomdebaere
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SO WHO IS INFLUENCING THAT LONG LIST TODAY?
@tomdebaere
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@tomdebaere
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@tomdebaere
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What should marketing DO ?
• Create a process to listen & answer, company wide
• Plan & Build content with our buyers in mind
• Set content free & promote heavily
• Help the organisation with social media
@tomdebaere
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Customers and partners
Marketing Sales Production &
Logistics
Customer Service
>>> TRUST & INTEREST <<<
Answer questions & business issues(with products and content)
THIS IS NOT ABOUT MARKETING ALONE
@tomdebaere
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Source : Edelman Trust Barometer
PEOPLE TRUST THEIR PEERS
@tomdebaere
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THEY DON’T TRUST CEO’S
@tomdebaere
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“CREATE A CULTURE OF EDUCATION AND SHARING, INTERNALLY AND EXTERNALLY.”
Tom De Baere
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Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor the process
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Con
stan
t com
mun
icat
ion
@tomdebaere
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DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS
@tomdebaere
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NEW PROCESSES TO “LISTEN” AND “ANSWER” – BUYER ALIGNMENT
LISTENANSWERS
EDITORIAL PLAN
CREATION PROJECT
MGMT
PUBLISH & PROMOTE
CONVERSATION MGMT
MEASURE
Business ObjectivesMarketing Strategy
Brand DNARoadmap
SOCIAL MEDIA STRATEGY
A-team
E-team
“themes”
@tomdebaere
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CREATE YOUR ANSWERING TEAM
@tomdebaere
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BUILD 2 TYPES OF CONTENT STREAMS
Employee community A-team
Orchestrated & plannedcontent
Peer to Peercontent
@tomdebaere
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UNDERSTAND WHAT CONTENT ISInformation Content
10 Best Places to Pick Up Girls
Find the least crowded and most beautiful running tracks in
Central Park
10 Best places to Advertise in Central
ParkNike+ runner informationin Central Park, New York
Formats
Video, Blog post, Slideshow,Whitepaper, Online tool
@tomdebaere
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• Content themes
• Content topics
• Content formats
GO FOR A DIFFERENT APPROACH TO CONTENT
@tomdebaere
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• Findings• Confessions• Reasons to
switch• Lessons• News
commentary• Best practices• Tips
SELECT POSSIBLE CONTENT TOPICS
• Demonstrations• Comparisons• Mistakes• Interviews• How-to &
instructions• Examples• Threats
@tomdebaere
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EXAMPLETheme
Impact
Survey
Blog post
Webinar
Whitepaper
Reasons to switch
Blog post
Video demo
Case study
Comparison
Challenges
Blog post
Interview
How-to
Blog post
Theme
Topics
Formats
@tomdebaere
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KEY TO SUCCESS:
NOT ONLY ABOUT OUR STUFF (80/20 RULE)
@tomdebaere
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INTELLIGENTLYPUBLISH EVERYWHERE
•Don’t spam•Publish intelligently •Start conversations
To all social networks
To magazines
To marketing automation
Your website
@tomdebaere
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39
DEVELOP THE
AMPLIFICATION POTENTIAL
OF YOUR ORGANIZATION
AMPLIFICATION POTENTIAL
@tomdebaere
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CREATE A SOCIAL MEDIA POLICYDisclose
•Be transparent•Be truthful•Be yourself
Protect
•Don’t tell secrets• Don’t slam the
competition or yourself
•Don’t over-share
Use common sense
• Add value• Keep it cool• Did you screw
up?
@tomdebaere
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DO YOU HAVE A
SOCIAL MEDIA ESCALATION MECHANISM?
Corporate
Department Department Regional Office
Escalate within dept.
Escalate within dept.
Escalate within office
@tomdebaere
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HOW DO YOU BECOME A THOUGHT LEADER?
@tomdebaere
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BY BECOMING TOP OF MIND
@tomdebaere
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WHAT DIFFERENTIATES A THOUGHT LEADER FROM ANY OTHER
KNOWLEDGEABLE COMPANY, IS THE RECOGNITION FROM THE OUTSIDE
WORLD THAT THE COMPANY DEEPLY UNDERSTANDS ITS BUSINESS,
THE NEEDS OF ITS CUSTOMERS, AND THE MARKETPLACE IN WHICH IT
OPERATES.
Definition
@tomdebaere
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BECOME A
THOUGHT LEADERSHIP
ORGANIZATION
@tomdebaere
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• No real new insight reflected in our products
• Too close to what is commonly available
• Too much in the future
• Not reflecting it in your products
DANGERS OF THOUGHT LEADERSHIP
@tomdebaere
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UNDERSTAND CONTENT ATOMIZATION
People need 5 to 10 repeats to get your message
It Beats Ad retargeting ;-)
@tomdebaere
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• Customer survey – collect data• Create ebook with results• Press release about big result• Panel discussion• Video interviews panel members• Newsletter story• Guest Blog post panel discussion• Blog post Webinar about results• Webinar• Blog post after webinar• Publish Ebook• Blog post about ebook• Publish webinar PPT on slideshare• Slideshare amplification• Geo Article Marketing
KEEP REPEATING YOUR MESSAGE WITHOUT BEING BORING
@tomdebaere
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START NEWS JACKING
@tomdebaere
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@tomdebaere
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MONETIZE YOUR CONTENT
GUIDE YOUR CUSTOMERS THROUGH THE BUYING CYCLE
@tomdebaere
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THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE
New Customers Growing Customers
WHATwe solve
HOWwe solve
WHYwe solve
Awareness Consideration Buying Impress Enthuse Advocate
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
MEANINGFUL
Strangers Visitors Leads Customers Promoters Advocates
© tomdebaere
@tomdebaere
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CUSTOMER CONTENT NEEDS ALONG THE LIFE-CYCLE
@tomdebaere
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INVEST INTO MARKETING AUTOMATION
@tomdebaere
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THE ROLE OF MARKETING AUTOMATION
New Customers Growing Customers
Awareness Consideration Buying Impress Enthuse Advocate
© tomdebaere
Track the anonymous
Identifythe anonymous
Push contentto the identified
Qualify leads
Trackresponsiveness
Recycle Lost/dropped
Strangers Visitors Leads Customers Promoters Advocates
Push content
Collect feedback
Start upsell
@tomdebaere
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MQL, SQLNurturingScoringRecyclingLead managementProgressive Profiling
NEW CONCEPTS YOU NEED TO UNDERSTAND
@tomdebaere
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START USING NEW CHANNELS
@tomdebaere
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@tomdebaere
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• Urgency – break the clutter & be trusted
• Understand Content – Meaningful, Authentic, Open
• Key team with power – involvement
• Quick wins – Search and Copy – 6 months
• Communicate the vision & show success
KEY SUCCESS CRITERIA
@tomdebaere
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• This is a subset of a larger presentation about :
• Why companies need to embrace digital, content and social
• Why you need to activate the complete organization, and not only see this as a marketing activity
• How you can develop a change program internally to have employees drive this change
• What internal new processes you need to listen to the external needs of customers and to the internal stories of your organization, and how you can answer with content
• How you can implement these new processes
EPILOGUE
@tomdebaere
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• How to align business objectives with digital, content and social activities
• How to activate the organization to create content, and be active on social media
• How you can guide customers through the buying cycle and monetize your efforts
• What tactics and tools you need to do all of this
EPILOGUE
@tomdebaere
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GET IN TOUCH
www.b2bmarketingexperiences.com
be.linkedin.com/in/tomdebaere
slideshare.net/tomdebaere
twitter.com/tomdebaere