participation marketing for pr: prsaicon 2015 lee odden
TRANSCRIPT
CROWDSOURCING CONTENT Tools & Tac)cs for Par)cipa)on Marke)ng with Influencers
@LeeOdden -‐ TopRankMarke)ng.com
@leeodden #PRSAICON
About @LeeOdden & @TopRank
@leeodden #PRSAICON
Tradi)onal Public Rela)ons
! Develop Strategy & Messaging
! Client Develops Content
! Pitch Client Content to Earn
Media Coverage
Image: ShuMerstock
@leeodden #PRSAICON
Lis)cles & Cat Pics Bea)ng NY Times?
Source: Nieman Journalism Lab New York Times Innova)on Report
@leeodden #PRSAICON
17,000+ newsroom jobs have been lost since 2007
Source: ASNE census
Image: ShuMerstock
@leeodden #PRSAICON
Consumers & Media Have Changed
Informa:on Sources
Social Mobile Tech Use
Shortened News Cycles
Boost in Brand Publishing
Image: ShuMerstock
@leeodden #PRSAICON
PR Brand Journalism
Earned Media Native
Ads Owned Media
hGp://tprk.us/contentpr
The Role of PR is Evolving
Image source: ShuMerstock
@leeodden #PRSAICON
“Brands no longer need to rely exclusively on tradi:onal publica:ons to create content to gather audiences for adver)sers. Rather, brands now have the freedom to speak to their audiences directly.”
Stephanie Losee, Managing Editor, Dell
Brand to Consumer Publishing
#PRSAICON @leeodden
PR & Marke)ng Are Converging
Image: ShuMerstock
! Strategy & Messaging ! Comms/Content Plan ! Create Content & Media ! Publish, Pitch & Promote (Earned, Owned, Paid)
! Engage: Grow Networks, Lists ! Monitor KPIs, Measure Outcomes ! Op)mize Message, Content & Pitch/Promo)on Mix
@leeodden #PRSAICON
• Ar:cle Marke:ng • Advertorial • Blogging • Case Studies • Crowdsource • Curate • Digital NewsleGers • eBooks • Email • Interac:ve Games • Images & Infographics • Interac:ve Tools • Microsites • Mobile Applica:ons • Mobile Content
• News Release • Online Magazines & Apps • Podcasts • Print Magazines • Print NewsleGers • Real-‐World Events • Research & Surveys • Social Content • Teleclass & Telecasts • Tradi:onal Media • Videos • Virtual Conferences • Webinars • Wikis • White Papers
tprk.us/30cmtac:cs
Content Marke)ng Tac)cs
Image source: ShuMerstock
@leeodden #PRSAICON
Content Marke)ng Maturity
Stasis Focus: status quo Sta)c Few resources Ini)al experiments Brand centric
Production Focus: quan)ty Strategy Process Crea)on “More is BeMer” SEO centric
Utility Focus: quality Func)onal, useful Customer focused Refined process Social centric
Storytelling Focus: experience Seek to dominate USP Brand leadership Op)mized buy cycle Integra)on Mul) & Omni Channel
Monetization Focus: ecosystem Marke)ng ROI Content Publishing ROI Syndica)on ROI Services ROI Scale
Source: TopRank Online Marke)ng
@leeodden #PRSAICON
Top Content Marke)ng Challenges
Challenged to: Create a Variety of Engaging Content on a Consistent Basis
@leeodden #PRSAICON
How can PR scale content and create a compe::ve marke:ng advantage?
Par:cipa:on Marke:ng! Brands co-‐crea)ng content with internal & external influencers for mutual benefit.
Image: ShuMerstock
@leeodden #PRSAICON
Par:cipa:on Marke:ng is the democra)za)on of content crea)on and promo)on by co-‐crea)ng content
with subject maMer experts, influencers and your community.
@TopRank
@leeodden #PRSAICON
85% Consumers seek out trusted expert content when considering a purchase. Nielsen
Buyers Trust Experts & Influencers
Consumers trust peer recommenda)ons. Only 33% trust ads. Nielsen
90%
@leeodden #PRSAICON
Millennials and the Media
30% Millennials spend 30% of total media
)me on peer created content. Source: Crowdtap
50% Millennials trust content created by peers 50% more than other media.
Source: Crowdtap/Ipsos
@leeodden #PRSAICON
Authen:city: From “real people” Quality: Taps Exper)se Variety: Create more quality Engagement: SMEs & Influencers Reach: Par)cipa)on Inspires Ac)on Scale: Distributes Content Crea)on Image: ShuMerstock
Advantages of Content Co-‐Crea)on
@leeodden #PRSAICON
Kraj Crowdsourced Recipes
Kraft engaged 180 food bloggers to create and promote branded recipe content via social media. Recipes included Kraft products and drove traffic using a coupon only redeemable at Target stores. Kraft drove huge ROI (3,100%) while saving money (per recipe cost dropped from $500 each to $200).
Source: TapInfluence/Influi)ve
@leeodden #PRSAICON
QuickBooks: Small Business, Big Game
Intuit QuickBooks: Small Business, Big Game Activities invite entrants to create useful content that can help other businesses. Top votes winner gets a Superbowl Ad. 1,000’s of entrants, millions voted. Huge media ROI for Intuit.
@leeodden #PRSAICON
Theme
Analyze Op)mize
INFLUENCERS Iden)fy Qualify
Recruit
Tips/Quotes Interviews
Infographic Social Shares Social Graphics eBook(s)
Audio/Video
Collect Create
Publish Pitch Promote
Repurpose
@leeodden #PRSAICON
Co-‐Created Influencer Content Grow Awareness: Conference Speakers Agency Sponsor Engage: Influencers & Brands Prospec)ve Delegates Industry Marketers Prospec)ve Clients
@leeodden #PRSAICON
• Research • Engage • Recruit
“Brandividuals are popular.
Influencers are effec)ve at crea)ng
popularity.”
Image: ShuMerstock
2. Recruit Influencers
@leeodden #PRSAICON
Disclosure: Traackr provides access to TopRank at no cost.
Followerwonk BuzzSumo Keyhole GroupHigh Linkdex Appinions Tribealy)cs
@leeodden #PRSAICON
! RT status updates ! Comment on blog posts ! Liveblog their session ! Interview them ! Co-‐create content ! Interact during an event
Influencer Stalking Engagement
@leeodden #PRSAICON
Modular Topics Media Mix
Collect Humor Persistence
Image: ShuMerstock
3. Co-‐Create Content
@leeodden #PRSAICON
Integrate Brand & Influencer Content
Brand Story / USP
= Themes, Topics, Keywords
Customer Pain/Goals Cross Posted
Blogs
Social Networks
Industry Media
Customer Pain
Branding
Contributed Content
Brand Solution
SEO Keywords
CTA
Proof
SEO Keywords
Image Assets
SEO
Influencer Content
Social Networks Contributed Content
@leeodden #PRSAICON
Many Co-‐Crea)on Opportuni)es
Influencers Subject MaGer Experts Customers Events eBooks Blog Posts Interviews Expert Resources Social Content (tchats)
White Papers eBooks Guides Case Studies Blog Posts Interviews Events
Case Studies Product Reviews Contests Surveys Tes)monials
Quotes, Tips, Endorsements
Text, Audio, Video, Images
@leeodden #PRSAICON
Image: ShuMerstock
4. Promote Content
Make it Easy
Egos are Powerful Make it Fun!
Quality Travels
Compensate
@leeodden #PRSAICON
Inspire Amplifica)on
Content Marke)ng Rocks
Content Marke)ng eBook
Content Marke)ng Tips
Content Marketers
Content Marke)ng Experts
Content Marke)ng Influencers
Content Marke)ng Guide
Content Marke)ng Conference
@leeodden #PRSAICON
eBook Blog Post
Infographics
Industry Ar)cle
Micro-‐Content Influencers
Modular Repurposing & Promo)on
@leeodden #PRSAICON
Influencer ac:ons Influencer effects CONTENT Reach & Visibility Engagement Shares & Men)ons Leads Sales
ATTRACT: Discovery ENGAGE: Consump)on CONVERT: Ac)on
Image: ShuMerstock
5. Performance
@leeodden #PRSAICON
Key Metrics for Content Marke)ng
Attract Engage
$$$
Convert Reach Search Visibility Social Network Visibility Views & Impressions Traffic by Source Traffic by Segment Content Distribu)on Media & Blog Placements Brand + Affinity Brand Sen)ment
Content Consump:on Page Views Click Through Rate Social Network Size Social Interac)ons Content Interac)ons Comments, Shares Time on Site, Content Paths Through Site
Form Data Captured NewsleMer Subscrip)ons Demo & Trial Requests Contact Us Orders -‐ Order Volume -‐ Order Frequency -‐ Length of Sales Cycle -‐ Revenue Per Order
@leeodden #PRSAICON
KPIs Outcomes & Recogni)on 200,000+ Views eBooks
4,000+ Downloads eBooks
15,000+ Social Shares
1,000+ Leads ”More Info”
@leeodden #PRSAICON
Feedback Include in content Connect on social Refer them business Cite in the media
Image: ShuMerstock
6. Rela)onships
@leeodden #PRSAICON
Takeaways
Iden)fy content goals & topics, then find a tool to research & engage influencers.
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What prospect ques)ons can influencers answer for you? Map to content plan.
Start by asking easy, simple ques)ons. Build a rela)onship – it will pay dividends repeatedly.
@leeodden #PRSAICON
@LeeOdden lee@toprankmarke)ng.com We’re Hiring! TopRankMarke)ng.com/careers/
THANK YOU
• Account Mangers • Content Marke)ng Manager • Copywriters • Digital PR/Influencer Marke)ng • PPC Lead
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