2013 03 19 at zeron
DESCRIPTION
The presentation I used for the workshop at Zeron in Dusseldorf (Germany)TRANSCRIPT
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Agenda:Why, How & Who
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WHYWednesday, March 20, 13
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FOR FRIENDS,
NOT FOR BRANDS!
Wednesday, March 20, 13
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I like donuts
I’m eating a donut
Look at my donut!
Watch me eating my donut
This is where I eat donuts
My skills include donut eating
Meine Fähigkeiten umfassen Krapfen essen
A collection of the best donut pictures
I’m a Google employee who eats donuts
Who has the best donut recipe?
Now listening to “Donuts”
Я люблю пончики������
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Ethe Killer Application of the Internet!
What do they have in common?
LPOEPWednesday, March 20, 13
Who’d trust a blog?
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Original article posted @4:38AM
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Error 3 corrected @5:01AM
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Error 1 corrected (2x) @5:22AM
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Error 2 corrected @5:24AM
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Nobody reads blogs!
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Who is Mark Russinovich?
31/10/2005
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31/10/2005
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16/11/2005
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American Expresscase study
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http://sonofgeektalk.wordpress.com/2008/10/01/amex-love/
Money quote:
“[...] I sent you this letter by snail mail, but I am also posting this on my blog; its 5 readers surely will not scare you, but I felt the urge to vent off my extreme frustration with this mindless application of a policy no doubt dreamed up by some blockhead sitting in a windowless office; if you decide to address this situation, you can back link them here.”
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Hi, this is American Express
Hi, what’s up?
I wanted to reassure you: my office has windows!
WTF ?!?!
First of all, what happened?
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HOWWednesday, March 20, 13
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PROCESS
Wednesday, March 20, 13
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Clientasset(s)
26
13
4
5
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1
Build a semantic model of the topic by searching the Internet
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21
Design & deploy the content strategy matching marketing &
comms objectives to the interests of the target audience
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KitchenAidcase study
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the Brief
CUSTOMER KNOWLEDGEBRAND
EVALUATION
BRANDENGAGEMENT AND LOYALTY
SALES
•Enlarge Customer Database to include Prospects
•Enrich Customer Database (profiling)
•Increase Brand Awareness•Knowledge (enhancing brand transfer from SDA to MDA)
•Preference
•Stimulate Customer interaction and generation of content
•Leverage existing Customers to boost cross-selling and upselling
•Acquire new Customers
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What - by product: ovens18%
20%
4%6% 4%
22%
12%
16%
41%
31%
27%
26%
24%12%
27%
2%3%2%3%
62%33%
6%
11%
18%
2%
14%3% 12%
4%
36%31%
29%
40%
How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewRecipesBuying adviceProduct benchmarks
SupportFeedbackAdvice
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What - by product: dishwashers
6%8%
5%6%
14%
14%
46%14%
25% 60%
27%
20% 33%
3%5%
3%8%
47%42%
12%
14%
8%
4%4%
10%6%
54%
22%
18% 60%
How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewBuying adviceProduct benchmarks
SupportFeedbackAdvice
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20%
22%
35%
7%1%1%
12%1%1%
18%
19%
34%
6%3%1%
17%2%1%
70%
27%3%
What - by product: small17%
23%
32%
12%
2%0%13%0%1%
72%
27%1%
How-to fixWhere to find…Personal experiencesMaintenanceOtherAdvertorial reviewRecipesBuying adviceProduct benchmarks
SupportFeedbackAdvice
77%
21%2%
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oven
dishwasher
small
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oven
dishwasher
small
Features
Reliability
Balanced
The “pro” choice
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Key communication objective:
Make implicit values explicit
from:“How I love my KitchenAid !”
to:“I love my KitchenAid Mixer because...”
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Key communication objective:
Drive Majors awareness from Small
from:“KitchenAid Stand Mixers”
to:“Ovens made as well as the Stand Mixers”
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Key communication objective:
Associate Majors to aspirational performance
from:“The Stand Mixer, the pro’s choice to prepare the best cupcakes...”
to:“The Chef Touch, the pro’s choice to perform sous-vide cooking”
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Solid steel, pivoting hinges do not increase the fridge frontal
footprintSolid steel handle is comfy and durable
...
Key communication objective:
Shift the conversation
from:“What are the best fridges?”
to:“What should I look for when picking a fridge?”
1.2.3.4. ...
...
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Clientasset(s)
213
Build a suitable online asset as the ultimate container of the relevant content (OWNED)
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Clientasset(s)
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4
Leverage existing Social Networks through ads (PAID) or engaging in conversations (EARNED) to build qualified traffic to the
online asset
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Clientasset(s)
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4
5
Over time, grow and nurture a community of users and
prospects
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Clientasset(s)
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Which will (ultimately) feed into your sales funnel
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Bayer Supradyncase study
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the Brief
• Vitamins are a popular topic
• Searching for vitamins yields thousands of results
• Bidding for vitamins can reach as high as €2 CPC
• A small market, owned by the big guys
• How do we keep an awareness edge?Wednesday, March 20, 13
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The real, complete “onion” is over 200 words or
expressions
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How do we use the onion?
Contentchannels
Keywordsto buy
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Gravidanza
Onion-to-channels
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Multicentrum
Supradyn
Spontaneous brand association
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Up toEUR 2.00
CPC
AvgEUR 0.17
CPC
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Metrics• 700k+ unique visitors per year
• 40% of visitors, on average visit 8.4 pages (time on site 9’+)
• permanent link from Wikipedia
• page 1 on SERP on about 45% of the “onion” search keywords
• ...way ahead of Bayer.it !!!!
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GOVERNANCE
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Clientasset(s)
26
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4
5
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Clientasset(s)
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TUNE
DEPLOYCONVERT
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Stages of buy-in
Buy in of:•Sales
Buy in of:•Comms•IT
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Stages of buy-inBuy in of:•CEO
Buy in of:•Sales
Buy in of:•Comms•IT
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Mahindracase study
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meet
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144,000179,000
95,000Wednesday, March 20, 13
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to route business proposals
Q.:
A.:
Whydoes he tweet?
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to fix dealers issues
Q.:
A.:
Whydoes he tweet?
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to exercise humor
Q.:
A.:
Whydoes he tweet?
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to praise work
Q.:
A.:
Whydoes he tweet?
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to fix web issues
Q.:
A.:
Whydoes he tweet?
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“Courage: isabout doing it!”
Tom De LongHarvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks
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After-sale
Information needsA. Scenario Looking for general information about a relatively broad area, comparing
different visions. Focused on long term evolution.
B. SolutionHave a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application.
C. BenchmarkHave decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment.
D. Support Have installed / bought a solution and is now seeking support on a usage problem.
Pre-sale
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Information needsA. Scenario respond wi" White Papers
B. Solution respond wi" Case studies
C. Benchmark respond wi" Analysts reports
D. Support respond wi" Customer Service
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Reminds you of anything?A. Scenario
B. Solution
C. Benchmark
D. Support
Lead
s
Oppo
rtun
ities
Quotes
Custom
ers
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Your dream widgetFill in our instant poll and win “The hitchhiker guide to
widgets” by Douglas Adams
Widgets in action: pictures of our members using their
favorite widgets. Add yours !
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Welcome to Wid#tWorld!The community of Widget lovers
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Your dream widgetFill in our instant poll and win “The hitchhiker guide to
widgets” by Douglas Adams
Widgets in action: pictures of our members using their
favorite widgets. Add yours !
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Welcome to Wid#tWorld!The community of Widget lovers
Wednesday, March 20, 13
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Connecting with the right audiences
.
.
‘ .
.
‘
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(imaginary)John Deere case study
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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up
of...”
Scenario: <mostly lurking> What kinds of lawn mower are available?
Which are the best brands? Which ones are easiest to maintain / use ?
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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up
of...”
Solution: “Hi everybody, I am new to the forum. My lawn is about 1000 sqm, it’s flat and I have a few fruit trees. I have a budget of roughly €3000 and would like to use
mulching...”
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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up
of...”
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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up
of...”
Hi Gianni, this is Andy, I am a
sales rep for John Deere. I see you are on the market for a medium-sized mulching
mower tractor just like our XD440.I happen to be in your area next sunday: I could easily put one on the flatbed of my truck for you to test on your own lawn and see for
yourself. If you like it, then maybe we can work out a deal.
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WHOWednesday, March 20, 13
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A multiple personality
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“Winston Churchill”
• Provides long term vision
• Picks team• Motivates
• Overcomes opposition
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“Salvador Dali”• Comes up with ideas
• Thinks outside the box• Is not afraid to propose the unlikely
• Passionately believesWednesday, March 20, 13
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“Paul Cayard”• Knows the route and the boat• Stays on course• Central station for all specialistic knowledge during race
• Makes decisions
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“Joe the mechanic”
• Understand how this works (really)• Is not afraid of getting his hands dirty
• Brings empirical experience and quick fixes
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Canyouridelike
Albert?
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