content marketing - cultivating an effective and dynamic plan
DESCRIPTION
Today more than ever, Content Marketing is becoming a large part of the organizational strategy. However, a plan of action that isn't built on a solid foundation won't engage prospects and customers – no matter how great your content may be. On November 7, join the AMA for a free Virtual XChange® event and learn how to create a strategy that will achieve results, including: Deciphering WHAT kind of content will work best for your business. Video, white papers, e-books, infographics, case studies, how-to guides, articles, photos – it seems that possibilities are endless. We’ll show you how to put your resources in the right place when it comes to curation! WHERE to market the content you’ve created. What channels get the most traffic? Does social work better than email? How do you think outside of the box when it comes to distribution? Our expert speakers will guide you through the maze. HOW to approach measurement. What accurately reflects ROI? Do you report on hard metrics or do you take a big-picture survey? From Google Analytics to CRM systems and beyond, you’ll learn the basis of what constitutes killer reporting. In addition to taking away key learnings on content marketing, attendees will have the opportunity to win copies of Joe Pulizzi's latest book, Epic Content Marketing, a free registration at an upcoming AMA Content Marketing Training Series, copies of Bluewire Media's Content Marketing Magic E-book and more!TRANSCRIPT
Community Conversations:Sourcing Marketing Content That
Writes ItselfScott HirschVP Content MarketingGet Satisfaction
Chris SellandVP MarketingHP Vertica
@getsatisfaction 2@dscotthirsch
OverviewScott Hirsch, VP Content MarketingGet Satisfaction– Traditional content marketing – How community changes the equation– Benefits: Scale, SEO, Mobile
Chris Selland, VP Marketing – HP Vertica– The big data community– Why Vertica loves customer-generated content– Results
@getsatisfaction 3@dscotthirsch
Be in the conversation business …
3
In a post-social world, content marketing is not an asset or a landing page … it’s a series of discoverable conversations.
@getsatisfaction 4@dscotthirsch
Content Marketing - BEFORE
Goal = Lead Capture
@getsatisfaction 5@dscotthirsch
AFTER – Conversational Content
@getsatisfaction 6@dscotthirsch
But Wait, There’s More … No PPC Necessary – Free Referral Traffic
@getsatisfaction 7@dscotthirsch
Inbound Stats to Brag About
35,000
@getsatisfaction 8@dscotthirsch
Last Thought - Mobile is Crazy-Important!(this is data from our own community)
@getsatisfaction 9@dscotthirsch 9
Community = Marketing at “Point of Customer”
Social Monitoring
Twitter Facebook
Community
Website Integration
CRM / MAPConversation
Mobility – Responsive
Design
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP Vertica Gets SatisfiedChris SellandHP VerticaNovember 2013
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
A Bit of Background2005 – Vertica
Systems Founded
Feb 2011 – Acquired by HP
August 2011 – Community Edition
announced
August 2012 – Current Marketing
team joins
When I/we arrived…• MyVertica community live but not very participative• Forums ‘behind the firewall’ and built on non-scalable platform• Website content jumbled, Search rankings poor• Tons of happy customers, zero written case studies• Buyer evolving from tech-driven early adopters to mainstream pragmatists
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12
Competition? – Nope, Customer!
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13
HP Vertica Key Marketing Imperatives• Engage the Voice of our Customers• Build the Vertica Community• Fill the Pipeline• Measure Everything• Operate Globally• Continuously Improve
13
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14
Why HP Vertica Loves Get Satisfaction• Deflection – Answer popular questions once• Migration – Help users migrate to Vertica• Direction – Solicit product requirements from
users• Education – Assist users build new skills• Evangelism – Empower users share success with
others• Retention – Identify and address issues faster
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16
Content Marketing 101 - Attract a large audience with your contentCommunity Content is a Magnet for Google
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17
Impact: Community Edition & Eval requests
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18
A common pre- and post-sale query about migrationSEO in Practice
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19
Building a Community of Developers, Customers and AdvocatesTop Topics
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20
When Our Customers Succeed…
@getsatisfaction 21@dscotthirsch
Questions Answers.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Appendix
Chris [email protected](617) 386-4523
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23
Deflection
Question 1
Question 2
Idea Question 1
Praise Problem0
50100150200
Q1:How is data stored in Vertica?
Total views by topic
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24
MigrationQ2: Does anyone know how to data transfer from Oracle to Vertica?
Question 1
Question 2
Idea Question 1
Praise Problem0
50100150200
Total views by topic
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25
DirectionIdea: Vertica data base as a service?
Question 1
Question 2
Idea Question 1
Praise Problem0
50100150200
Total views by topic
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26
EducationQ3: How do I connect Vertica with Toad?
Question 1
Question 2
Idea Question 1
Praise Problem0
50100150200
Total views by topic
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.27
EvangelismPraise: Insert performance improved by 90% with Vertica!
Question 1
Question 2
Idea Question 1
Praise Problem0
50100150200
Total views by topic
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28
RetentionProblem: MOVE_PARTITIONS_TO_TABLE breaks ROS containers
Question 1
Question 2
Idea Question 1
Praise Problem0
50100150200
Total views by topic