Content Marketing Workshop - FinanceConnect:13
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Originally presented as part of the FinanceConnect:13 Workshops on May 1, 2013, Andy Goldman and Mike Weir present a deep dive into Content Marketing and LinkedIn.
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Content Marketing Workshop - FinanceConnect:13
- 1. Marketing Solutions Content Marketing Workshop FinanceConnect 2013 LinkedIn Confidential ©2013 All Rights Reserved
- 2. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 2 Banking is driven by trust, a goodwill asset controlled by customer emotions, not bankers. -Project Compassion Stanford, Huffington Post, April 2013
- 3. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 3 But technology, an ever-present cultural wave, has eroded relationships with brands.
- 4. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 4 Value and utility are evident, but social currency eludes most financial brands.
- 5. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 5 The right content at the right time, to the right customer. Information Education Offers & Utility Community Discover Select Advocate Explore
- 6. MARKETING SOLUTIONS 6 18.9% 2012 Focus nearly doubled34.8% 2013 Content Marketing is growing in prominence. LinkedIn Confidential ©2013 All Rights Reserved Source: 2013 State of Content Marketing Study – Feb 2013 eMarketer
- 7. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 7 It’s been around for years…
- 8. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 8 2.5X More Engagement than Avg. +23% Likely to Recommend +32% Brand Consideration 100K+ Total Members Building relationships through trusted content
- 9. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 9 Context is everything!
- 10. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 10 Golden Rules for Content Marketing
- 11. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 11 The Challenge.
- 12. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 12 Content Marketing success on LinkedIn starts with our members “In short time posting on LinkedIn, quality of comments is higher than anything I‟ve seen in 12+ years of online journalism.” -Herb Greenberg, columnist for Wall Street Journal, MarketWatch.com
- 13. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 13 PEERS BRANDS INFLUENCERS LinkedIn Today LinkedIn Groups LinkedIn Today LinkedIn Influencers Company Pages SlideShare Groups Influencers Our members stay in touch by building relationships with peers, influencers and brands
- 14. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 14 Discover Select Advocate Explore Buyers are 60% of the way through the purchase process before they reach out to a brand „In the search for information relevant to their needs, customers consult an average of more than 10 sources when researching a purchase, many not supplier-controlled‟ 2011 MLC Customer Purchase Survey
- 15. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 15 Followers Recommendations Lead Generation SlideShare Content Ads Social Content on SlideShare Status Updates, Company Page Groups Status Updates, SlideShare & Paid MediaDiscover ExploreAdvocate Select
- 16. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 16 Discover Status Updates Content Led Precision Targeting Expanded Reach
- 17. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 17 Explore Company Page Social Exploration Company Updates SlideShare Channel Managed Groups
- 18. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 18 Select Lead Generation Display Ads Status Updates SlideShare Ads
- 19. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 19 Advocate Followers Recommendations HP Followers are 1.5 times more likely to consider HP products and services and 2 times more likely to recommend HP than non-HP followers
- 20. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 20 Establishes familiarity with your brand prior to seeing your content A mechanism to drive greater content marketing success Reinforce what your brand stands for Support messages even among those who have not experienced your content firsthand Content Marketing enhances your marketing mix
- 21. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 21 Execution: Bringing Content Marketing to Life on LinkedIn
- 22. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 22 ContentMarketingPutSimply Content in the form of: PowerPoint Whitepapers Video Articles Targeted Status Updates Delivered via: Paid Media Organic Groups SlideShare Owned Groups CIO % IT % SMB % BDM % Delivered to: Conversations ensue which reveal insights that inform future content/campaigns
- 23. MARKETING SOLUTIONS Don’t Boil the Ocean: LinkedIn will help you build a phased approach to executing Content Marketing LinkedIn Confidential ©2013 All Rights Reserved 23
- 24. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 24 Owned Media • Company Page • SlideShare Channel Earned Media • Targeted Status Updates Paid Media • SlideShare Content Ads • Display Ads • Polls
- 25. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 25 Owned Media • Group • Company Page • SlideShare Channel Earned Media • Targeted Status Updates • Promoted Updates Paid Media • Sponsored InMail • Video Content Ads • SlideShare Content Ads • Display Ads • Polls
- 26. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 26 Owned Media • Company Page • Follower Acquisition • SlideShare Channel • Group Earned Media • Targeted Status Updates • Promoted Updates Paid Media • Sponsored InMail • SlideShare Content Ads • Video Content Ads • Display Ads • Polls Content • Custom Content Training • CMI Workshop or Webinar Research • Custom research to track brand, consideration & recommendation lifts
- 27. MARKETING SOLUTIONS Breakout Whiteboard Sessions LinkedIn Confidential ©2013 All Rights Reserved 27
- 28. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 28 Mapping Content Marketing to Your Organization 1. Corp Comm 2. PR 3. Customer Service 4. Social/Digital 5. Brand Marketing 6. Agencies a) Social/Planning b) Technology c) Creative
- 29. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 29 “For content marketing, it’s a long season. There are, and should be, many chances to fail — as long as we fail quickly, learn, and adapt to the new surroundings.” Measuring ROI with Content Marketing Engagement Metrics Conversion Metrics 1. Reach 1. Unique visits 2. Geography 3. Mobile readership 2. Engagement 1. Bounce rates/time spent 2. Heat maps & click patterns 3. Page views 3. Sentiment 1. Comments 2. Social Sharing 1. Leads 1. Marketing Qualified (MQL) vs. Sales Qualified (SQL) especially in B2B 2. Leads to quote conversion 3. Quote to revenue conversion 4. Average new customer value 5. Increase in lifetime value of existing customer
- 30. MARKETING SOLUTIONS SEC & FINRA Social Media Compliance Requirements •Only put out content that is fair and balanced. •Don’t provide financial advice without understanding client’s financial situation (Suitability). •Don’t include client testimonials in advertisements. Supervision (NASD 2210, NASD 3010, Notices 10- 06 & 11-39) •Set and document a policy. •Train employees on policy. •Follow up on red flags when employees break policy. Policy & Training (Notices 10-06, 11-39; Advisers Act Rule 206(4)-7) •Implement a supervision system “reasonably designed” to achieve compliance. •Supervise employee communications. •Principals must pre-approve static content (profiles, background or wall information) and communications that may be considered public appearances. • Monitor online/interactive content and messaging Content (NASD 2210, NASD 2310, Advisers Act Rule 206(4)-7) •Capture and retain all postings on social media for 3 years from the date of last post, first 2 in accessible place. •Retrieve data quickly upon discovery request. Record Keeping (NASD 3110 (a) and NASD Rule 2210 (b), SEC 17a-3 & a-4, NASD Rule 2210 (b) Notices 10-06, 11-39) 30
- 31. MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 31
Hinweis der Redaktion
- Daniel Martin, Assoc Professor Management, PhD Cal State Bruce Cahan, JD, Stanford Civil and Environmental Engineeringhttp://www.huffingtonpost.com/project-compassion-stanford/banking-trust_b_3009491.html
- Content Marketing has been around for years and years. One of the first practitioners of content marketing was Mr. John Deere in the 1800s. John Deere was the founder of the company that bears his name. They make tractors, and combines, and all kinds of farming equipment. And back in the 1800s, John Deere was the disruptive CEO of his time, introducing a new technology into farming. And that was steel plow blades. At the time, plow blades were made of iron and the mud would stick to those iron plow blades.  So John Deere did something innovative with how he sold farming equipment – in this case, steel plow blades. He went out into the country and taught people how to be better farmers. He didn’t try to sell plows and he didn’t try to sell them farming equipment. Instead, he taught them how to plow and seed fields and everything else related to farming. A really interesting thing happened: As John Deere started to teach people how to be better farmers, they started to follow him to understand how they could buy his equipment and become better farmers using his new technology. It was so successful that as the company grew, John Deere kept this form of relationship-building as a core part of what they do. Key takeaway: Mr. John Deere exemplifies our definition of content marketing. Content Marketing is using content to forge a long-term relationship with the customer, geared toward becoming a trusted advisor.Even to this day, John Deere publishes a print magazine called “The Furrow.” The earliest one I could find was from 1931 online, but they published from 1875 onward. So for over a hundred years, John Deere has been producing content that helps farmers be better farmers. It doesn’t mention farming equipment or John Deere or how they sell stuff or the features and benefits of John Deere equipment.  The Furrow only teaches farmers how to be better at what they do. To this day, it is the #1 farming magazine out there. It has 1.5million subscribers and is translated into 14 languages. It is a big reason why John Deere is such a beloved brand and has high Net Promoter Scores. Key takeaway: For over a hundred years, John Deere has been publishing content that helps farmers be better farmers.