Download - Class 6: Define Establish Convey Promote
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Education is not the
learning of facts,
but of the training of
the mind to think
Class 6: Bits and Pieces #BU459
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BITS AND PIECESClass 6: Oct 22nd, 2015
#BU459Class 6: Bits and Pieces
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Chapter 7 Chapter 8
• Clarify values
• Define goals
• Shape brand
message
• Establish brand
presence
• Content Marketing
• SM Marketing
• Paid Social
• SEO
• Paid Ads
#BU459Class 6: Bits and Pieces
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Starting point:
• What are your org’s core values?
– Really big picture
• What are the goals for the year?
– Organizational, departmental
#BU459Class 6: Bits and Pieces
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We’re going to analyze:
• Buyer Persona
• Brand Properties
• Value Prop
• Website
• Social Channels
#BU459Class 6: Bits and Pieces
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Class 6: Bits and Pieces #BU459
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Buyer Persona
• Demographics?
• Employment?
• Pain points?
• Values?
• Consume info?
• Expectations?
#BU459Class 6: Bits and Pieces
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Brand Properties
• Three words..
• If you had a conversation..
• What problem is it solving..
#BU459Class 6: Bits and Pieces
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Value Proposition
• What are you?
• Who are you for?
• Why should they care?
#BU459Class 6: Bits and Pieces
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Website: www.harrys.com
• Is the message on the
home page clear?
• Is it easy to navigate?
• How helpful is it?
• Is it responsive?
• Is it convincing?
#BU459Class 6: Bits and Pieces
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Social Channels
• What are they using?
• How are they
behaving?
• Does it feel like them?
#BU459Class 6: Bits and Pieces
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Class 6: Bits and Pieces #BU459
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Buyer Persona
• Demographics?
• Employment?
• Pain points?
• Values?
• Consume info?
• Expectations?
#BU459Class 6: Bits and Pieces
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Brand Properties
#BU459Class 6: Bits and Pieces
• Three words..
• If you had a conversation..
• What problem is it solving..
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Value Proposition
#BU459Class 6: Bits and Pieces
• What are you?
• Who are you for?
• Why should they care?
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Website: www.g-ro.com
• Is the message on the
home page clear?
• Is it easy to navigate?
• How helpful is it?
• Is it responsive?
• Is it convincing?
#BU459Class 6: Bits and Pieces
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Social Channels
• What are they using?
• How are they
behaving?
• Does it feel like them?
#BU459Class 6: Bits and Pieces
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Class 6: Bits and Pieces #BU459
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Buyer Persona
• Demographics?
• Employment?
• Pain points?
• Values?
• Consume info?
• Expectations?
#BU459Class 6: Bits and Pieces
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Brand Properties
#BU459Class 6: Bits and Pieces
• Three words..
• If you had a conversation..
• What problem is it solving..
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Value Proposition
#BU459Class 6: Bits and Pieces
• What are you?
• Who are you for?
• Why should they care?
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Website: lifeprintphotos.com
• Is the message on the
home page clear?
• Is it easy to navigate?
• How helpful is it?
• Is it responsive?
• Is it convincing?
#BU459Class 6: Bits and Pieces
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Social Channels
• What are they using?
• How are they
behaving?
• Does it feel like them?
#BU459Class 6: Bits and Pieces
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Takeaways.
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Buyer Persona
• Time and a LOT of
research
• Agencies specialize in
this stuff
• This should be
EVERYTHING
• bit.ly/bu459personas
#BU459Class 6: Bits and Pieces
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Brand Properties
• Essence and
reputation are
closely tied
• Voice must become a
universal language
• Keep promises simple
#BU459Class 6: Bits and Pieces
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Value Proposition
• So clear that co-ops
should be able to
articulate like sales
#BU459Class 6: Bits and Pieces
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Website
• Bad looking websites
can be amazing
• Evolution vs.
revolution
• Speak to your
personas
#BU459Class 6: Bits and Pieces
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Social Channels
• What does your
persona use?
• How are they
using it?
• What can you
afford?
#BU459Class 6: Bits and Pieces
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Break.
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More pieces:
Content Marketing SEO
Paid Social Paid Ads
Define. Example. Discuss. WIIFM
#BU459Class 6: Bits and Pieces
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More pieces:
Content Marketing SEO
Paid Social Paid Ads
INBOUND
#BU459Class 6: Bits and Pieces
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Content Marketing
Brands are creating content so useful and interesting that prospects and customers are drawn to them.
It’s marketing that doesn’t specifically sell, but opens the door to conversations.
Joe Pulizzi##BU459Class 6: Bits and Pieces
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Content Marketing
Brands are creating content so useful and interesting that prospects and customers are drawn to them.
It’s marketing that doesn’t specifically sell, but opens the door to conversations.
Joe Pulizzi##BU459Class 6: Bits and Pieces
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Example 1: Food Tube
https://www.youtube.com/user/JamieOliver
##BU459Class 6: Bits and Pieces
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Example 2: Lowe’s Vines
https://vine.co/Lowes
##BU459Class 6: Bits and Pieces
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Discussion
How might this help sales?
##BU459Class 6: Bits and Pieces
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WIIFM: Content Matrix
Awareness Interest Involvement Loyalty Advocacy
Persona 1
Persona 2
Persona 3
#BU459Class 6: Bits and Pieces
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WIIFM: Content Matrix
Awareness Interest Involvement Loyalty Advocacy
Persona 1 CONTENT CONTENT
Persona 2 CONTENT CONTENT CONTENT CONTENT
Persona 3 CONTENT CONTENT CONTENT
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WIIFM: Content Matrix
Awareness Interest Involvement Loyalty Advocacy
Persona 1 CONTENT GAP GAP CONTENT GAP
Persona 2 CONTENT CONTENT CONTENT GAP CONTENT
Persona 3 GAP GAP CONTENT CONTENT CONTENT
#BU459Class 6: Bits and Pieces
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WIIFM: Editorial Calendar
Type Owner Completion Date Persona Stage
Content 1
Content 2
Content 3
#BU459Class 6: Bits and Pieces
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Search Engine Optimization (SEO)
The purposeful act of making your
webpages easier to index by search
engines; therefore, easier to find by your
audience.
#BU459Class 6: Bits and Pieces
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Search Engine Optimization (SEO)
The purposeful act of making your
webpages easier to index by search
engines; therefore, easier to find by your
audience.
#BU459Class 6: Bits and Pieces
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Organic vs. Paid
Class 6: Bits and Pieces #MKT8220
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Why does SEO matter?
#BU459Class 6: Bits and Pieces
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Example | Discussion
Problem:
I’m visiting Waterloo for the first time and I need a place to stay.
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Example | Discussion
1. What did you type in? Why?
2. Which result did you click? Why?
3. What convinced you? Why?
#BU459Class 6: Bits and Pieces
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WIIFM
• Understand the language of your persona
• SEO is not a short-term game
• Don’t think keywords, think topics/categories
• Start small
#BU459Class 6: Bits and Pieces
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Paid Advertising
Important definition:
Cost-per-click (CPC)
vs.
Cost-per-Impression (CPM)
#BU459Class 6: Bits and Pieces
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Paid Advertising
Important definition:
Pay only when someone engages
vs.
Cost-per-Impression (CPM)
#BU459Class 6: Bits and Pieces
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Paid Advertising
Important definition:
Pay only when someone engages
vs.
Pay a set price for 1000 impressions
#BU459Class 6: Bits and Pieces
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Paid Advertising
Example:
$4 CPC x 1000 = $4,000
vs.
Pay a set price for 1000 impressions
#BU459Class 6: Bits and Pieces
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Paid Advertising
Example:
$4 CPC x 1000 = $4,000
vs.
If I have $4,000 to spend $40 CPM = 100,000
#BU459Class 6: Bits and Pieces
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Google Paid Search
#BU459Class 6: Bits and Pieces
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Google Paid Search
#BU459Class 6: Bits and Pieces
2%
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Display Ad
#BU459Class 6: Bits and Pieces
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Display Ad
#BU459Class 6: Bits and Pieces
0.06%
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Display Ad
#BU459Class 6: Bits and Pieces
<1,1000
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Instagram Ad
#BU459Class 6: Bits and Pieces
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Snapchat Ad
#BU459Class 6: Bits and Pieces
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Snapchat Ad
#BU459Class 6: Bits and Pieces
$750,000per day
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Twitter Video Ad
#BU459Class 6: Bits and Pieces
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Facebook Carousel Ad
#BU459Class 6: Bits and Pieces
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Kiip Mobile Reward
#BU459Class 6: Bits and Pieces
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#MKT8220Class 6: Bits and Pieces
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Discussion
• When might it make sense to start paying
for placement on social media?
• When is it a good idea to use CPC vs.
CPM?
#MKT8220Class 6: Bits and Pieces
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WIIFM
• Faster results than SEO
• VERY easy to test
• Require a lot of optimization
• Really think back to the goals of
department
#MKT8220Class 6: Bits and Pieces
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Get the slides:Bit.ly/bu459class6