social media and content marketing for utility companies
DESCRIPTION
Originally presented by Joe Pulizzi at the Esource Forum in 2009, this presentation gives an overview of content marketing, and provides ideas for how utility/energy companies need to be thinking like publishers to create customer champions.TRANSCRIPT
Stop Talking about Yourself!Listen, Analyze and Publish
Joe PulizziCo-Author, Get Content Get CustomersFounder, Junta42
Hi! I’m Joe Pulizzi (@juntajoe)
• Evangelist, speaker, author for content marketing – why marketers need to be publishers.
• Founder and Chief Content Officer for Junta42
• Co-author of Get Content Get Customers (McGraw-Hill)
• Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company
Let’s Start Off withSome Questions
Most Content Revolves Around
• New Programs
• New Products
• New Services
• Company Promotions/Changes
• Investor Updates
How Most of Your Content is Developed
Who Cares?
What this is all about…
Deliver valuable, relevant and compelling content to your
customers on a consistent basis.
Telling Relevant Stories
1. A Blog
2. White Paper Series
3. eBooks
4. Case Studies
5. Vertical Search
6. Content Microsites/Portals
7. Online Quizzes
8. Digital Magazines
9. Community Forums
10.eNewsletters
11.Variable eNewsletters
12.eZines
13.Podcasts
14.Audio Books
15.Vodcasts
16.Video Portals
17.Website RSS Feeds
18.Social Networking Sites
19.Webcasts/Webinars
20.Virtual Trade Shows
21.Online Games
22.Twitter Channel
Your Knowledge
Their Needs
Start Thinking Like a Publisher
Think of customers like readers. What do they need to know to be successful? What are their pain points?
The Big Shift
FirstEnergy is a diversified energy company headquartered in Akron, Ohio. Its subsidiaries and affiliates are involved in the generation, transmission and distribution of electricity, as well as energy management and other energy-related services. Its seven electric utility operating companies comprise the nation's fifth largest investor-owned electric system, serving 4.5 million customers within 36,100 square miles of Ohio, Pennsylvania and New Jersey; and its generation subsidiaries control more than 14,000 megawatts of capacity.
The Big Shift
Now…
The energy solutions provider for XYC Community.
Listen Carefully!
Making Sense out of the Noise
• Listen in the right places.
• Choose your words and phrases carefully.
• Figure out where you should be spending your time.
Image from Story Worldwide
Are you listening?
Are you listening?
Are you listening?
Search.twitter.com
Not Listening
If you are not listening,how can you develop helpful
information for your customers?
Analyze…Create the Strategy…Publish…Share and Spread...
FANS
FOES
Does this make it easy?
Remember, it’s not about you!
It’s About Them!
They want solutions to their problems.
Fast, easy, painless, helpful
AND consistent!
Your Ideas Spread!
Position yourself as the trusted solutions provider for your industry and people will
spread your content.
Join in and Speak Up
What if…a helpful Video Series
What if…Everything about Energy
What if…a Weekly Energy Update
What if…an Energy slideshare Channel
What if…Easy-to-use Free Web App
What if…a Twitter Tips Channel
What if…a Facebook Movement
Yes, the Blog
What if?
• What if your customers saw your company as the industry thought leader?
What if?
• What if they signed up for your enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?
What if?
• What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?
Questions?
Joe [email protected](216) 941-5842Site: www.junta42.comBlog: blog.junta42.comBook Site: www.getcontentgetcustomers.com
Ways to Connect:LinkedIn: Joe PulizziFacebook: juntajoeTwitter: juntajoe