the path to engagement is paved with purpose

The Path to Engagement is Paved with Purpose

Wednesday, October 29, 14

Your Host

@FusionSpark

Russell SparkmanCEO / Executive Producer

FusionSpark Media, Inc.


@FusionSpark #CMPurpose #InfoDevWorld

Brand Sponsored & Cause Related, circa 2000


Today’s Discussion

Hashtags

#CMPurpose

Topics

• Trends in Marketing, Biz & Society

• Why “Purpose” focus?

• The “Greater Good” Purpose of Content

• The Utility Purpose of Content

#InfoDevWorld


3 Typical Responses


“WTF?”


“WTF?” “Meh.”


“WTF?” “Meh.” “Yes!”


Marcio Jose Sanchez/Associated Press

Apple gave away U2’s latest album with iPhone 6 launch.

What could possibly go wrong?


“Oops ... I’m sorry about that.”


“There’s a lot of noise out there.”


That’sU-frickin-2!


That’sU-frickin-2!(In other words,we’re screwed.)


Content Marketing’s Role

I think I’ll produce and distribute content to

reach my prospects.


The problem is ...



Until relatively recently ...


#NPcontent@FusionSpar



Purpose taps into the authentic “self” of a brand




It’s “knowing thyself.”





It’s finding alignment.





It’s finding alignment.

With alignment, answers to questions about content that engages come more easily.


Values are in:


•establishing purpose for employees and customers

Values are in:


•establishing purpose for employees and customers•serving needs greater than their own

Values are in:


•establishing purpose for employees and customers•serving needs greater than their own•enabling personal growth

Values are in:


•establishing purpose for employees and customers•serving needs greater than their own•enabling personal growth•building community.

Values are in:


Tech Savvy • Community-centric • Socially Aware


Which gets the most Facebook Shares?


Purpose = Meaning


Purchasing Decisions

Employment Decisions

Entrepreneurial Decisions

2nd Career Decisions


“Consumers are spending

money, but they're more

inclined to spend it only

with businesses they

feel good about.”Source: Gallup Business Journal, July 22, 2014

Why “Purpose” focus?




“Consumers will support businesses

they feel emotionally connected to,

but will ignore those they don’t.”

Source: Gallup Business Journal, July 22, 2014



Why “Purpose-focus”?


“Marketers around the world overwhelmingly believe ‘purpose’

needs to be part of a successful brand building strategy.”

World Federation of Advertisers (WFA), March 2014




And who is listening ... ?

@FusionSpark #CMPurpose@CMIContent


Who’s Doing It?


Who’s Talking About It?


Discussion Point #1 - Businsess PurposeRobert Rose’s Power of Story


@Robert_Rose


Discussion Point #1 - Businsess Purpose



Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial Study

The “Greater

Good” ContentPuzzle



81%of employees

consider a brand’s CSR activities when choosing where to work.

The “Greater




81%of employees


80%of global

consumers think brands should tell them about their

cause-related activities

The “Greater




81%of employees


80%of global



Top 3Position of “interesting

content” as a reason people follow a brand

The “Greater



Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial StudyBOOMERS

and millennials

will buy from a brand that is socially or

environmentally active.

81%of employees


80%of global



Top 3Position of “interesting

content” as a reason people follow a brand

Sources:Edelman Good Purpose ReportDeloitte Core Beliefs SurveyCone / Echo Global CSR Survey“Meaningful Brands” Global SurveyContent Marketing Institute

The “Greater



The “Greater Good” Content Opportunity

Source: How to Improve Lives & The Bottom Line through Content Marketing Infographic


“Greater Good” Purpose: Unilever Project Sunlight


Purpose StatementEncourage small actions everyday that make the world a healthier, safer & sustainable place for children to live




Content ActivitiesProjectSunlight.org hub of information, tools and action steps





Nonprofit PartnersWorld Food Programme (meals), Save the Children (drinking water), UNICEF (hygiene)





Business OutcomeLaunched Nov. 2013, has achieved 77 Million video views, 3 million website visits, 300,000+ sign ups

Nonprofit PartnersWorld Food Programme (meals), Save the Children (drinking water), UNICEF (hygiene)



“Greater Good” Purpose: Dumb Ways To Die


Purpose StatementEncourage safety around rail systems in Australia and decrease rail-related accidents in the country




Content ActivitiesFun animation, catchy melody, website and mobile games





Business Outcome$60 Million in Earned Media in 6 weeks, and 21% decrease in accidents compared to previous year





Business Outcome$60 Million in Earned Media in 6 weeks, and 21% decrease in accidents compared to previous year

OtherAustralian Metro is a “small” marketer that achieved global reach and recognition with purpose-focused campaign



Discussion Point #1 - Businsess Purpose



Utility Content that Fulfills a Purpose

How do I answer a problem or meet a need?




It’s about becomingan Indispensable Resource





It’s more about Teaching than Selling

It’s about becomingan Indispensable Resource




Utility Purpose: American Express Open Forum



Purpose StatementHelp small businesses succeed with marketing, hiring & growth




Utility PurposeHighly interactive, informative Expert editorial and User-generated content focused upon small business success advice




Utility PurposeHighly interactive, informative Expert editorial and User-generated content focused upon small business success advice

Business OutcomeStarted in 2007, now has 1,000,000+ visitors per month; Open Forum is a natural digital extension of Amex’s content since the 1960s (i.e. Travel & Leisure, Food & Wine, etc.)


Utility Purpose: FloridaYards.org



Purpose StatementThe purpose is to give Florida gardeners the ability to create environmentally friendly landscapes




Utility PurposeCreate Florida-landscaping 101 tutorials and a database for making plant selections





Business Outcome#1 in Google Search Rankings for 9 years, based on original investment in evergreen content





Business Outcome#1 in Google Search Rankings for 9 years, based on original investment in evergreen content

OtherRecent discussions about upgrades


Utility Purpose: Kleenex



Purpose StatementThe purpose is to prepare people for the flu season with preventive care information




Utility PurposeCreate a tool that predicts flu outbreaks





Business OutcomeIncreased customer purchase intent to buy by 11%, and social media buzz by 289%





Business OutcomeIncreased customer purchase intent to buy by 11%, and social media buzz by 289%

OtherRepurposed again in 2014, at www.Achoo.com


http://www.Achoo.com

http://www.Achoo.com

That’s the Path.

Through Purpose, Find Meaning.


That’s the Path.


From Meaning, Learn What Matters.


That’s the Path.



Knowing What Matters Creates Alignment.


That’s the Path.




Alignment Leads to Content That Engages.


That’s the Path.




Alignment Leads to Content That Engages.

That’s the Path.


The Path to Engagement is Paved with Purpose
