IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 3Class Session 3Content Marketing and Community BuildingContent Marketing and Community Building

June 20June 20thth 2011 2011

Key TerminologyKey Terminology

Content Marketing- Content Marketing- The sharing of informational assets with select The sharing of informational assets with select audiences to educate and position a brand as a thought leader.audiences to educate and position a brand as a thought leader.

Thought Leadership- - Distinct expertise in a given area- offering insight Distinct expertise in a given area- offering insight that cannot be obtained elsewhere or from other sources.that cannot be obtained elsewhere or from other sources.

Enterprise Generated Content- Enterprise Generated Content- As the name suggests, corporate As the name suggests, corporate produced content that will entice a specific audience to join a marketers’ produced content that will entice a specific audience to join a marketers’ community- it’s the lure!community- it’s the lure!

Inbound Marketing- Inbound Marketing- A pushed marketing message with the objective of A pushed marketing message with the objective of pulling an audience back.pulling an audience back.

Outbound MarketingOutbound Marketing- Getting ‘found’ by those in your industry who are - Getting ‘found’ by those in your industry who are seeking information, shopping etc; involves setting up the website as a seeking information, shopping etc; involves setting up the website as a ‘hub’ and utilizing content and technology.‘hub’ and utilizing content and technology.

SEO- Search Engine Optimization- SEO- Search Engine Optimization- Process of improving search Process of improving search results- this considers what people search, how they search, identifies results- this considers what people search, how they search, identifies which terms to deploy- can be know as which terms to deploy- can be know as Organic Search or unpaid.Organic Search or unpaid.

MoreMore Key TerminologyKey Terminology

SEM- Search Engine Marketing- SEM- Search Engine Marketing- Website promotion to increase search Website promotion to increase search visibility that utilizes paid placements such as contextual advertising, paid visibility that utilizes paid placements such as contextual advertising, paid placement and paid inclusion.placement and paid inclusion.

Edelman Trust Barometer- Edelman Trust Barometer- Annual survey by Edelman PR that gauges Annual survey by Edelman PR that gauges trust in government, NGO’s, business and media- results from 23 trust in government, NGO’s, business and media- results from 23 countries.countries.

Word of Mouth Marketing- Word of Mouth Marketing- Unpaid promotions where customers directly Unpaid promotions where customers directly share insight and information on positive (or negative) experiences.share insight and information on positive (or negative) experiences.

Open Communities- Open Communities- Digital communities that offer membership/entry to Digital communities that offer membership/entry to the general populace- they may be moderated, require approval for the general populace- they may be moderated, require approval for membership and set standards of behavior.membership and set standards of behavior.

Closed Communities or Walled Gardens- Closed Communities or Walled Gardens- By invitation only- the By invitation only- the community cannot be viewed by non-members.community cannot be viewed by non-members.

Content Marketing?Content Marketing?

What came first the content or the market? This is a What came first the content or the market? This is a challenge for businesses and their marketing plans. If a challenge for businesses and their marketing plans. If a business is going to assign its name to a given piece of business is going to assign its name to a given piece of content, it needs to be appropriate and achieve their content, it needs to be appropriate and achieve their objectives. This requires an investment of time, effort and objectives. This requires an investment of time, effort and resources. Just what are those objectives? Info from resources. Just what are those objectives? Info from HiveFire’s HiveFire’s Content Curation Adoption Survey 2011.Content Curation Adoption Survey 2011.

For Discussion:For Discussion:In your In your

professional lives professional lives what sorts of what sorts of

content is your content is your organization organization

producing? What producing? What are the goals?are the goals?

Actually Marketing ContentActually Marketing Content

If you are taking the time to produce solid, credible premium If you are taking the time to produce solid, credible premium content you need to make sure it will deliver the results you content you need to make sure it will deliver the results you need. But what good is the content if there are not some need. But what good is the content if there are not some guidelines to ensure marketing success? Here are some top guidelines to ensure marketing success? Here are some top line suggestions:line suggestions:

Know your audience then:Know your audience then:1.1. Plan your content- Plan your content-

brainstorming sessionsbrainstorming sessions2.2. Create content that garners Create content that garners

attention- digestible bites!attention- digestible bites!3.3. SEO- utilize keywords and SEO- utilize keywords and

phrasesphrases4.4. Back links- within reasonBack links- within reason5.5. Socialize your content- tailor Socialize your content- tailor

key points to specific networkskey points to specific networks

Let’s talk Let’s talk about about

tailoring tailoring messages messages for specific for specific networks.networks.

Open Communities or Walled Gardens?Open Communities or Walled Gardens?

That depends. Each have their merits and limitations. This is an issue that That depends. Each have their merits and limitations. This is an issue that social marketers face, and so will you as you begin thinking about your social marketers face, and so will you as you begin thinking about your midterm. Let’s consider:midterm. Let’s consider:

Open Communities Tend to Tend to benefit from transparency:benefit from transparency:•Authenticity- develops to suit the Authenticity- develops to suit the direct needs of usersdirect needs of users•Sustainability- reflects the needs Sustainability- reflects the needs of the community in real timeof the community in real time•Credibility- curation to reflect Credibility- curation to reflect community needscommunity needs

Gated Community Gaining by limiting:

•Control size & cost of Control size & cost of operationoperation

•Adhere to Adhere to specifications- only specifications- only recent product users etcrecent product users etc

•Incentives/offers- w/o Incentives/offers- w/o attracting broad attracting broad attention attention

•Security- control Security- control membershipmembership

Let’s discuss other examples and Let’s discuss other examples and what you think of the merits of each.what you think of the merits of each.

Engagement Exercise-Engagement Exercise-Quora-o-sityQuora-o-sity

Having access to a rich base of insight is essential for any Having access to a rich base of insight is essential for any marketer. Especially those who are developing custom marketer. Especially those who are developing custom communities (that’s us). Wouldn’t it be useful to have access to communities (that’s us). Wouldn’t it be useful to have access to research, insights etc on social media and communications? If research, insights etc on social media and communications? If you answered yes, thenyou answered yes, then Quora is the solution for you!

For an in class For an in class exercise, let’s get exercise, let’s get registered and registered and begin asking some begin asking some burning IMC burning IMC related questions.related questions.

Extra credit question: Is Extra credit question: Is Quora an open or gated Quora an open or gated community?community?

The Client Selection ProcessThe Client Selection Process

Assignment feedback- where are we in this process?Assignment feedback- where are we in this process? Feedback on first assignmentFeedback on first assignment Insights to share with the classInsights to share with the class Response to Teradata ‘The Rivers’ (handout)Response to Teradata ‘The Rivers’ (handout)