This is a subset of a larger presentation about :
- Why companies need to embrace digital, content and social?
- Why you need to activate the complete organization, and not only see this as a marketing activity?
- How you can develop a change program internally to have employees drive this change?
- What internal new processes you need to listen to the external needs of customers? and to the internal stories of your organization, and how you can answer with content
- How you can implement these new processes?
- How to align business objectives with digital, content and social activities?
- How to activate the organization to create content, and be active on social media ?
- How you can guide customers through the buying cycle and monetize your efforts ?
- What tactics and tools you need to do all of this?
7. IMPLEMENT YOUR QUICK
WINS
Remove forbidden
words
@tomdebaere
Remove crap and
slick copywriting
Be open and
authentic
Reduce advertising,
increase content
8. WHY DO YOU NEED TO
EMBRACE DIGITAL,
CONTENT AND SOCIAL?
@tomdebaere
13. “BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
Michael Brenner, Vice President of SAP
Marketing & Content Strategy
@tomdebaere
14. YOUNG PEOPLE OF TODAY ARE DECISION MAKERS OF TOMORROW
Use of social media for information or advice, by age
60
50
40
30
Use in %
20
10
0
up to 30
Source : Buyersphere 2012
31-40
41-50
51-60
Older
@tomdebaere
15. THIS IS ABOUT
A SHIFT OF
POWER
• Site Centric User Centric
• Image Transparency
• Sales person Buyer
@tomdebaere
23. What should
marketing DO ?
• Create a process to listen
& answer, company wide
• Plan & Build content with
our buyers in mind
• Set content free &
promote heavily
• Help the organisation
with social media
@tomdebaere
24. THIS IS NOT
ABOUT
MARKETING
ALONE
Customers and partners
>>> TRUST & INTEREST <<<
Marketing
Sales
Production
& Logistics
Customer
Service
Answer questions & business issues
(with products and content)
@tomdebaere
27. “CREATE A CULTURE OF
EDUCATION AND
SHARING, INTERNALLY AND
EXTERNALLY.”
Tom De Baere
28. Constant communication
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor the
process
@tomdebaere
30. NEW PROCESSES TO “LISTEN” AND “ANSWER” – BUYER ALIGNMENT
LISTEN
A-team
ANSWERS
Business Objectives
Marketing Strategy
Brand DNA
Roadmap
“themes”
EDITORIAL
PLAN
CREATION
PROJECT MGMT
E-team
PUBLISH &
PROMOTE
SOCIAL MEDIA
STRATEGY
CONVERSATION
MGMT
MEASURE
@tomdebaere
33. UNDERSTAND WHAT CONTENT IS
Information
Formats
Content
10 Best Places to Pick Up
Girls
Find the least crowded and
most beautiful running
tracks in Central Park
10 Best places to Advertise
in Central Park
Nike+ runner information
in Central Park, New York
Video, Blog post, Slideshow,
Whitepaper, Online tool
@tomdebaere
40. CREATE A SOCIAL MEDIA
POLICY
Disclose
Protect
Use common sense
•
•
•
•
•
•
•
•
Be transparent
Be truthful
Be yourself
•
@tomdebaere
Don’t tell secrets
Don’t slam the
competition or
yourself
Don’t over-share
Add value
Keep it cool
Did you screw up?
44. Definition
WHAT DIFFERENTIATES A THOUGHT LEADER FROM ANY OTHER
KNOWLEDGEABLE COMPANY, IS THE RECOGNITION FROM THE
OUTSIDE WORLD THAT THE COMPANY DEEPLY UNDERSTANDS ITS
BUSINESS, THE NEEDS OF ITS CUSTOMERS, AND THE MARKETPLACE
IN WHICH IT OPERATES.
@tomdebaere
46. DANGERS OF
THOUGHT
LEADERSHIP
• No real new insight
reflected in our
products
• Too close to what is
commonly available
• Too much in the future
• Not reflecting it in your
products
@tomdebaere
48. KEEP REPEATING YOUR MESSAGE WITHOUT BEING BORING
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Customer survey – collect data
Create ebook with results
Press release about big result
Panel discussion
Video interviews panel members
Newsletter story
Guest Blog post panel discussion
Blog post Webinar about results
Webinar
Blog post after webinar
Publish Ebook
Blog post about ebook
Publish webinar PPT on slideshare
Slideshare amplification
Geo Article Marketing
@tomdebaere
59. KEY
SUCCESS
CRITERIA
• Urgency – break the clutter & be trusted
• Understand Content –
Meaningful, Authentic, Open
• Key team with power – involvement
• Quick wins – Search and Copy – 6 months
• Communicate the vision & show success
@tomdebaere
60. EPILOGUE
• This is a subset of a larger presentation about :
• Why companies need to embrace digital, content and
social
• Why you need to activate the complete
organization, and not only see this as a marketing
activity
• How you can develop a change program internally to
have employees drive this change
• What internal new processes you need to listen to the
external needs of customers and to the internal stories of
your organization, and how you can answer with
content
• How you can implement these new processes
@tomdebaere
61. EPILOGUE
• How to align business objectives with
digital, content and social activities
• How to activate the organization to create
content, and be active on social media
• How you can guide customers through the
buying cycle and monetize your efforts
• What tactics and tools you need to do all of this
@tomdebaere
So. There I was… convinced of the change we had to make… How was I supposed to change the complete organization.I figured I had to start with the CEO …
I had it all mapped out: project…. Consultancy…CEO said NO, you have to do it.There I was, having no clue at all how to do it. Only way to figure it out was by actually doing it myself… blogging, twitter, …reading blog posts…
Quick wins….Forbidden words: record breaking, ground breaking, world leading …• We’re excited / We’re pleased / We’re thrilled• Solutions• … a wide range of …- Scalable / industry standard, cutting edge• Unparalleled• Unsurpassed
This is not about SEO!Recent Google updates (Panda, etc.) are making SEO extremely diffcult
Do not forget the 4-1-1 rule !Repeat (people need to see things 5 times to be convinced)
Concept of lead nurturing : lead nurturing : gradually ‘warm up’ leads towards ‘sales readiness’Concept of lead lead scoring : pre-qualify leads before hand off to sales- Gradually capture information & learn more from every interaction we have- At hand-off to sales, a rich set of information is available to the account managerConcept of lead recycling: no lead is lost : re-activate won, canceled, lost or dormant as leadsRe-activate won opportunity: based on historical revenue at the account, we decide to include or exclude in VIP treatmentCancelled & lost opportunities: using the opportunity information (e.a. interest in Azimuth products = include in Azimuth campaigns)Dormant opportunity : automated mail, but personalised, aimed at re-activating the dormant lead.lead retargeting : prevent inadequate approach and overburdeningAvoid spam & aversion: when the target does not react, we tune down the activity level.lead management: forecast lead (over)flow, value, cost ...Metrics on campaign quality, response level, channel effectiveness, …Forecasting how many leads will be ready for sales handover. ALL of this is called MARKETING AUTOMATION