integrated communications and the dawn of agile engagement
DESCRIPTION
Static is not an option any longer for communicators, neither is having silo'd pr and marketing groups. Organizations will benefit from having PR and marketing and digital and anyone else in communications/external work together to understand audiences, strategize as one, and ultimately use owned media to attain earned media (and earned media to drive creation of owned media).TRANSCRIPT
The Dawn of Agile Engagement
Malcolm Atherton | @malcolmatherton | #aztechcouncil
480.414.0666 | [email protected]
Communications then – one way, brand speaking to audiences but not WITH
Communications today – conversational, drives behavior, focused on storytelling and content that is shareable
ONE WAYONE WAY
The lines between them are blurred
Conversation now continues across all
Earned media is increasing in importance
Increased mobile usage is accelerating earned media growth
Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link
The lines between them are blurred
Conversation now continues across all
Earned media is increasing in importance
Increased mobile usage is accelerating earned media growth
Ecommerce is becoming embedded into all, with the option to buy from a channel, ad or link
Agile engagement takes advantage of convergence happening across paid, earned and owned media
OWNEDMEDIA
EARNEDMEDIA
PAIDMEDIA
A brand pays to place ad or content in a
channel
A brand pays to place ad or content in a
channel
Publicity gained when an
influencer promotes a brand
Publicity gained when an
influencer promotes a brand
A brand owns
a channel
A brand owns
a channel
• Advertising• Events• Direct Marketing
• Advertising• Events• Direct Marketing
• Press pickup• Blog mention • Social sharing• Word of mouth
• Press pickup• Blog mention • Social sharing• Word of mouth
• Company blogs• Company website• Company social accounts
• Company blogs• Company website• Company social accounts
CONTENT drives them all.
LISTEN, ANALYZE & STRATEGIZELISTEN, ANALYZE & STRATEGIZE
IDENTIFY & TARGETIDENTIFY & TARGET
DISTRIBUTEDISTRIBUTE
CREATE, CURATE & OPTIMIZE CONTENTCREATE, CURATE & OPTIMIZE CONTENT
MEASUREMEASURE
ENGAGE & INTERACTENGAGE & INTERACT
The 6 Steps for AGILE ENGAGEMENT
The 6 Steps for AGILE ENGAGEMENT
First things first | Start with an end in mind
Are your communications goals
revenue focused?
Is brand awareness your business
goal? Drive alignment with your sales
team? Do you crave media pickup?
Increase inbound traffic to specific
pages?
Build the brand. Create awareness of our
product. Rank 4 key terms in page 1
SERP. 500 readers for each blog post. Double website visitors/month.
1 | LISTEN, ANALYZE, STRATEGIZE
Monitor what’s being said about your brand and industry across all channels and identify audience interests, trending, industry-sentiments, and who is moving content key to your interests.
Monitor what’s being said about your brand and industry across all channels and identify audience interests, trending, industry-sentiments, and who is moving content key to your interests.
KNOWKNOWYOURYOUR
AUDIENCAUDIENCEE
17.17.99
Billion Core Searches in July 2012 in the United States
EndodontistEndodontist
Root CanalRoot CanalDentistDentist
Regulated and wide Audience was content hungry! Learned SQL + tire kickers come by Different types of people at blog vs.
website. Our audience is traditional and social Our audience is not always at Distribion.
Produce high-quality content
Thought Leadership
Acquisition
Nurture | Cross-Sell
2 | CREATE, CURATE & OPTIMIZE CONTENT
LISTSLISTSARTICLESARTICLESNEWSNEWS
STUDIESSTUDIESVIDEOSVIDEOSIMAGESIMAGES
Owned Content….• Content created by you to support integrated campaigns and amplify
brand voice– Tweets, videos, content advisories, blog posts, webinars, Print, LinkedIn
Answers, FAQs/customer feedback, case studies, in-person events
• Redistribute and reuse components of longer form content in a variety of formats and channels.– For example: An executive’s conference speech might be turned into a
long-form video, short video excerpts, a shared slideshow, multiple blog entries, an infographic, a whitepaper, tweets, etc.*
• 3rd party content shared with your audience
*Source: "Content: The New Marketing Equation“ Altimeter, Mar 2012*Source: "Content: The New Marketing Equation“ Altimeter, Mar 2012
(Notice anything that is missing?)
Principles to Principles to Communicating Your Communicating Your Message TodayMessage Today• Make your Make your
content content
AccessibleAccessible• Make your Make your
content content Easy Easy To ViewTo View
• Make your Make your
content content Easy Easy To UseTo Use
Blog. Resource library Webinar series Curation of content Press releases Spin offs Content Packages
3 | IDENTIFY & TARGET
Identify journalists, bloggers, influencers, and channels relevant to your brandIdentify journalists, bloggers, influencers, and channels relevant to your brand
JOURNALISTS BLOGGERSSOCIALMEDIA
INFLUENCERSChannels
What does “influencer” mean to you?
Engage OpportunityEngage Opportunity with all key audiences
InvestorsThe Media
Bloggers
Influencers Consumers
Decision Makers
Shareholders
CONTENTCONTENT
Be where your people are.
• Create Web infrastructure of outposts and communities to house high-quality content– Support paid campaigns to
amplify brand voice– More brand-voiced Web real
estate to help overshadow conflicting messages
– Become go-to resources for media & consumers
– Increase social interaction and crowd-sourcing
COMMUNITIES
BRANDWEB
SITES
SEARCH
BLOGS
MICROSITES
MOBILEAPPS
MOBILESITES
Strategic partners Multi-Audience Spin-offs Guest bloggers.
4 | ENGAGE & INTERACT
Build a framework of content engagement platforms• Combination of owned, and earned media placements (and paid)
MOBILEMOBILE
PAID MEDIAPAID MEDIA
EARNED MEDIA
EARNED MEDIA
PARTIALLY-OWNED
COMMUNITIES
BRANDWEBSITE
3RD-PARTYSITES
ARTICLES
BRANDSOCIAL
MOBILESITES
BROADCAST
SEARCHDIGITALVIDEOSITES
NEWSSITES
BLOGPOSTS
SPONSOREDPLACEMENTS
BRANDBLOG
SPONSOREDBLOG POSTS
BRANDMICROSITES
OWNEDMEDIA
OWNEDMEDIA
OWNEDWEB
OUTPOSTS SOCIAL SOCIAL
MOBILEAPPS
SOCIALPOST
PORTALS
BRANDMOBILE
IMAGEARCHIVES
LIKES
RE-TWEETS
SOCIALSHARES
SEARCHSEARCH
SOCIAL MEDIASOCIAL MEDIA
BLOGGERSBLOGGERS
MOBILEMOBILE
NEWSROOMS & JOURNALISTS
NEWSROOMS & JOURNALISTS
VIDEOSHARING
VIDEOSHARING
ONLINE NEWS SITES
ONLINE NEWS SITES
BROADCASTBROADCAST
PHOTOARCHIVESPHOTOARCHIVES
5 | DISTRIBUTE
CONTENTDISTRIBUTION
CONTENTDISTRIBUTION
Distribute a stream of your content to all channels
Goal | increase earned media via owned media.
• Identify and target brand influencers– Journalists, bloggers, social
• Disseminate to outposts/communities
• Cover all media channels – print, online, social, broadcast
• Multimedia formats – text, photos, audio/video– More views
– More social interaction
ONLINEMENTIONS
ONLINEMENTIONS
Make Your Content Make Your Content DirectionalDirectional
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012
MoreMore Multimedia = Multimedia = MoreMore ViewsViews
http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
Published 228 blog posts. Produced 8 whitepapers. Held 9 webinars Created 14 presentations for download 7 speaking engagements 13 bylined articles Oodles of tweets and abstracts for
social channels.
6 | MEASURE
Identify new influencers
Measure results at each step of the Agile Engagement process to improve content & expand reach
Monitor earned media pickup
Listen to social media feedback
Analyze effectiveness of channels & formats
Distribion revenue up 40% Cost per acquisition down 15% 4 keywords/page 1 SERPs! Blog traffic increased over
2,000%, improving from 700 to 117,000 visits/week
Spin-off success!
Boom!
LISTEN, ANALYZE & STRATEGIZELISTEN, ANALYZE & STRATEGIZE
IDENTIFY & TARGETIDENTIFY & TARGET
DISTRIBUTEDISTRIBUTE
CREATE, CURATE & OPTIMIZE CONTENTCREATE, CURATE & OPTIMIZE CONTENT
MEASUREMEASURE
ENGAGE & INTERACTENGAGE & INTERACT
AGILE ENGAGEMENTAGILE ENGAGEMENT
For more information, read our free white paper: “The Dawn of Agile Engagement.”
For more information, read our free white paper: “The Dawn of Agile Engagement.”
