jon buscall: think like a publisher

Think Like a Publisher

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Jon Buscall@jonbuscall

www.jontusmedia.com

Adding creative content & social media to your marketing mix

tisdag den 8 mars 2011

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creative content & strategy


The first story

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The second story

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The new story

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The digital ecosystem

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The Digital Ecosystem

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SEO

Publishing Channels

Analytics

Social Media


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6 Success Factors


Mindset

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Presence


Creative

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Social

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Data

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Continual learning

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Vendor Mindset Partner Mindset

I win, you lose Win-win for each of us

Sell my product Find a solution for client

Focus on my product Focus on client needs

Sell my perspective Respect client perspective

Make a sale Build a relationship

Pitch and talk Ask questions and listen


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The Digital Services Funnel

Customer Acquisition

Customer Conversion

Customer Retention

• SEO• Paid Search• Social Media• WOM• Creative Content

• Landing Page Optimisation• Customer Service• Trust

• Email Marketing• Brand Communities• Social CRM - social customer relationship management


Thinking like a publisher

Creative optimised content (SEO)

WOM

Customer service

Trust, Knowledge, Authority

Brand communities

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*part of an integrated marketing campaign


Think long term success !

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YourSite.com - your hub

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Identify your audience

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Develop your key brand personas

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Be everywhere :)

news

video

coolcontent tips

Digital Hub

audio personality


Key content planning*strategy

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you.com

video

PDF

Audio“Goal” {text

ebooks

>


Content Creation

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Key content

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B2B blogs

Video

Podcasting

Social Media


B2B Blogging

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Jan 2009

June 2010

Jan 2010

June 2010

0 3750 7500 11250 15000

Monthly Visits

Average of 20 posts a month


Recipe

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Customer focused

Varied content

SEO

Social Optimisation


28Goal: brand awareness


29Goal: enhance corporate image


30Goal: customer engagement


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Blog publishing strategy?

Regular updates (SEO)

Varied content

Comments

Hub - Twitter, Youtube, etc


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Your content should: • entertain• educate• help• be free• be brief


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Vendor Mindset Partner Mindset

I win, you lose Win-win for each of us

Sell my product Find a solution for client

Focus on my product Focus on client needs

Sell my perspective Respect client perspective

Make a sale Build a relationship

Pitch and talk Ask questions and listen


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Now the hard work starts...


How do you get your message out?

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Be everywhere :)

Digital Hub


Content & social optimisation*strategy

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video

Audio

content { textblog


Editorial Calendar

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?tisdag den 8 mars 2011

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2 billion videos watched a day.Every minute 24 hours of video is uploaded

wom


Low-Fi can be an advantage

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speed


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Money isn’t always the answer

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http://www.youtube.com/watch?v=jAJ0EYTgFaw

3 months




Cool content

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http://www.youtube.com/watch?v=YAR1gO7MNwY




Content Strategy & Optimisation

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Best practice...

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DEC 9

Nov 15


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Where’s the sell?


Video best practice

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personal, friendly, engaging

less than 2 mins

good sound quality

not “corporate” cheese

optimised presence

distribute everywhere


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B2B - B2C Podcasting

• 70 million American listened to a podcast

• Increasingly “mainstream”• Podcast listeners index highly

for social media use• Consumed on computer &

smart phonewww.edisonresearch.com

“personal” connections


B2B

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Podcasting Equipment

Dynamic Mic, Mixer + Digital Recorder

USB Mic + computer

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B2B Podcasting tips

Use industry experts to build reputation

Promote via social media & email marketing

Meaningful, high-quality content

Show, don’t tell

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Key podcasting values

trust

loyalty

personal connection

thought leadership

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The new world

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..is social

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People have a lot to say

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Marcoms 1.0

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Marcoms 2.0 - Content, data

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Marcoms 2.0 - listening

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Marcoms 2.0 - being social

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provides value

starts the conversation

facilitates discussion

fosters trust

offers help, knowledge, and support

The New Marketing


text (sms) ads = 24 %

Online banner ads = 33%

Radio = 55%

TV = 62%

Brand websites = 70%

Consumer opinions posted online = 70%

recommendations from friends = 90%

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Consumer Trust

Source: The Nielsen Company


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0

15

30

45

60

video

blogs

twitter

podcasts

Does social media content influence business related purchases?

KnowledgeStorm / Universal McCann Emergine Media 2010

%


The Number 1 activity on the Net

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165 “likes”


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Best practice

personal, engaging, fun

competitions

elicits feedback

gives to the community

5000 “Likes” - friends

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Johan Ununger

VD, Saltå Kvarn– Det känns som att Facebook allt mer blir knutpunkten...Vi har inget problem med om någon väljer att kritisera oss på Facebook, det som inte är bra är också viktigt att diskutera.

(Expressen 18 januari, 2011)

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Facebook Page Tips

be human (not a salesman)

engage

post often; reply

use Facebook for fun things

embed content from other “outposts”

drive traffic back to your website (or Twitter ?)

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2 billion tweets per month

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* June 2010


Twitter is perfect for...

showing you’re human

networking

customer service

crisis management

driving traffic to cool content

local

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Twitter is NOT for...

broadcasting

in-depth conversations

“ghost twitterers”

half-hearted people

sales

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Xtisdag den 8 mars 2011

Listen, respond, participate

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– don’t be a broadcaster


Be human

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Personalise your corporate presence


Twitter Tips

listen & engage

target prospects (local, etc)

don’t be spammy (DM)

be human

be connected

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Jenny GejkerChef digitala kanaler

corporate, SJ– Vi vill finnas där våra kunder finns. Vi vill lyssna på deras åsikter och föra en dialog. Vi började med Twitter i oktober 2009... Allt fler väljer att följa vår Twitter

(Expressen 18 januari, 2011)

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With social media campaigns...

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Activate, don’t collect

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Activate community with...

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exclusive content

contests

call-to-actions

member stories

research / survey


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ROI ?tisdag den 8 mars 2011

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It takes months to build presence, a community, and cool content


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Marketing is a commitment, not a campaign


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Track, Analyse, Tweak, Repeat


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Best Practice

Analyse your needs

Establish your presence

Create & publish content

Optimise your content

Be human

Audit regularly

Repeat


Support your communications team

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97www.jontusmedia.com


jon buscall: think like a publisher

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