getting proprietary audiences to r-a-i-s-e your content

Getting Proprietary Audiences to R-A-I-S-E Your Content

Dr. Jim BarryMay 2014

Building, Engaging & Nurturing Audiences with Social Content & Email

© 2014 Social Content Marketing Do NOT distribute Slide 2


“…Smart developers and marketers are

building proprietary audiences across

email, mobile, social, and other web-

based channels in order to generate

‘attention on demand.’ In so doing,

they're reducing their dependence on

paid media and turning audiences into

assets for their companies…”

- Jeffrey K. Rohrs (Author of Audience)



REACH ADVOCATE INFLUENCE SUBSCRIBE ENGAGE

Getting Audiences to R-A-I-S-E Your Content


Getting Proprietary Audiences to REACH Your Content

REACH

SEEKERS* will Reach Your Content if Relevant• Browsers• Listeners• Prospects• Readers

• Searchers• Shoppers• Viewers• Visitors

* Source: Jeffrey Rohrs, Author of Audience



Getting Seekers to REACH Your Content

• Content SEO



Getting Seekers to REACH Your Content• Content SEO



Getting Seekers to REACH Your Content• Content SEO

Slideshare

Slideshare

YouTube



Getting Seekers to REACH Your Content• Content SEO • Content Publishing Platforms

• Social Content

LinkedIn




• Content SEO • Content Publishing Platforms

• Social Content• Syndicated Content

Savvy

Feedly

Klout




• Content SEO • Content Publishing Sites

• Social Content• Syndicated Content• Content Discovery Engines

StumbleUpon/Paid Discovery



Getting Seekers to REACH Your Content• Blog & Website SEO • Content Publishing Platforms • White Hat Inbound Links



Getting Seekers to REACH Your Content• White Hat Inbound Links

• Validations• Product usage• Recipes• Concepts

http://healthyquaileggs.com/recipes.php?pg=4

http://healthyquaileggs.com/recipes.php?pg=4




• White Hat Inbound Links• Validations• Research Results

http://blog.socialcontentmarketing.com/category/top-15-viral-video-engagers/





• White Hat Inbound Links• Validations• Research Results• Breaking News

http://mashable.com/2014/05/13/google-glass-available-to-all/

http://mashable.com/2014/05/13/google-glass-available-to-all/




• White Hat Inbound Links• Validations• Research Results• Breaking News• Useful Resources• Embedded Video

http://blog.socialcontentmarketing.com/top-15-viral-video-engagers-6-surprise-twists/

http://blog.socialcontentmarketing.com/top-15-viral-video-engagers-6-surprise-twists/




• White Hat Inbound Links• Validations• Research Results• Breaking News• Useful Resources• Embedded Video• Infographic

http://60secondmarketer.com/blog/2014/05/20/golden-age-of-mobile-infographic/?utm_source=rss&utm_medium=rss&utm_campaign=golden-age-of-mobile-infographic

http://60secondmarketer.com/blog/2014/05/20/golden-age-of-mobile-infographic/?utm_source=rss&utm_medium=rss&utm_campaign=golden-age-of-mobile-infographic

http://contentmarketinginstitute.com/2012/02/best-content-marketing-infographics/

http://contentmarketinginstitute.com/2012/02/best-content-marketing-infographics/




• White Hat Inbound Links• Validations• Research Results• Breaking News• Useful Resources• Embedded Video• Infographic• Incorporate "Tweet This"

Links





Getting Seekers to REACH Your Content• Blog & Website SEO • Content Publishing Platforms • White Hat Inbound Links• Podcast Listeners

• Only 225K audio podcasts vs. 450M blogs• 97M drive alone for avg. 27 min./day• Captive audience in gym, airplane, car and outdoors• Niche audience with voice-based trust building



https://www.youtube.com/watch?v=TEIxL1t8Nhc

https://www.youtube.com/watch?v=TEIxL1t8Nhc



Getting Seekers to REACH Your Content• Blog & Website SEO • Content Publishing Platforms • White Hat Inbound Links• Podcast Listeners• Hashtags

D



Getting Seekers to REACH Your Content• Content SEO • Content Publishing Platforms • White Hat Inbound Links• Podcast Listeners• Hashtags• Ad Retargeting

Image Source: Retargeter.com http://bit.ly/1oLEH0Q



Content SEO

Content Publishing Platforms

White Hat Inbound

Links

Podcast Listeners

Hashtags

Ad Retargeting



AMPLIFIERS* will Share Their Audiences if You Let Them be Heard

• Advocates• Influencers• Analysts• Commenters

• Creators• Reporters• Reviewers• Sharers

* Source: Jeffrey Rohrs, Author of Audience

REACH ADVOCATE

Getting Audiences to

R-A-I-S-E Your Content


Getting Audiences to INFLUENCE

Source: Forrester Research


Getting Proprietary Audiences to ADVOCATE Your Content

“…Social power belongs to employees, and is

loaned to brands while they work there...”

- Jay Baer, ExactTarget


Why EMPLOYEE ADVOCACY is Required• People respond to other people, not your logo• Human Trust Magnet

• 92% Americans trust recommendations from family & friends• 47% trust ads from companies



Why EMPLOYEE ADVOCACY is Required• Human Amplification Engine

• Avg. user has 338 FB friends and 208 Twitter followers

• 98% of Millennials are more likely to engage w/friend’s post than brand post

“…Organizational social media literacy is fast

becoming a source of competitive advantage...”- Citrix, McKinsey, 2013

• 58% of certified employees at Dell engage in social media weekly on behalf of Dell

• Employees share 6x more Dell information on their personal accounts than on company accounts

Dell Facts



Requirements for Employee Social ADVOCACY• Corporate culture rooted in trust • Use guidelines to encourage participation• Enable employees to participate socially in the style of

their choosing• Use bi-directional content sharing




Employee Advocacy Software Platforms


Requirements for Employee Social ADVOCACY• Create metrics for advocacy BEFORE your begin• Need a champion and coaches• Need coaches do reassurance

HotlinesIBM went from 9% to 75% when coached

• Show advocates their participation matters



Source: Forrester Research



Requirements for Brand AMBASSADORS

• Need a compelling story• Must tell a story worth telling to

be a brand worth sharing• Determines how well customer

tells your story


http://www.socialmediaexaminer.com/images2/GrandHall-D-Fri-1145am-Mainwaring.pdf

http://www.socialmediaexaminer.com/images2/GrandHall-D-Fri-1145am-Mainwaring.pdf



Requirements for Brand AMBASSADORS• Need a compelling story• Find a property to own

• Coca-Cola. Open happiness• P&G. Change that matters• Starbucks. Shared Planet• Nike. Better world• IBM. Smarter Planet• Unilever. Sustainable living




• Need a compelling story• Find a property to own• Celebrate your customer – don’t

be a celebrity




• Need a compelling story• Find a property to own• Celebrate your customer• Align your story with good works

• CSR • Sustainability• Community Giving • Employee Volunteering • Cause Marketing • Foundation



http://www.pg.com/en_US/sustainability/index.shtml

http://www.pg.com/en_US/sustainability/index.shtml




• Need a compelling story• Find a property to own• Celebrate your customer• Align your story with good works• Leading the conversation

around you’re your owned property (benefit)

Antibiotic Free Ingredients

http://marketing.panerabread.com/liveconsciouslyeatdeliciously/#!antibioticfree

http://marketing.panerabread.com/liveconsciouslyeatdeliciously/#!antibioticfree


REACH ADVOCATE INFLUENCE


Getting Proprietary Audiences to INFLUENCE Your Content


INFLUENCING Communities• Have high quality networks • Can extend your social reach• Can validate your own reputation



INFLUENCERS• Pundit, blogger, celebrity, speaker• Reach is key • Circumstantial loyalty• Incentives often required

Differences Between ADVOCATES and INFLUENCERS

ADVOCATES• Employee (or customer)• Passion is key• Persistent loyalty• Incentives typically not required


Why Influencers• 85% of consumers seek out trusted expert

content when considering a purchase• Expert over branded content

• 88% lift in brand familiarity• 50% lift in brand affinity• 38% lift in purchase intent




Building an Active Community of Influencers

• Finding the right influencers

http://www.marketingprofs.com/chirp/2014/25222/the-top-25-marketing-influencers-infographic

http://www.marketingprofs.com/chirp/2014/25222/the-top-25-marketing-influencers-infographic



http://app.buzzsumo.com/top-content?result_type=total_with_pinterest&type=articles&num_days=7&general_article&infographic&video&page=1&guest_post&giveaway&interview&q=content marketing, social media

http://app.buzzsumo.com/top-content?result_type=total_with_pinterest&type=articles&num_days=7&general_article&infographic&video&page=1&guest_post&giveaway&interview&q=content marketing, social media


The Top 50 People Digital Marketers Retweet Most1. Jay Baer – @jaybaer2. Vala Afshar – @ValaAfshar3. Chris Brogan – @chrisbrogan4. Jeremiah Owyang – @jowyang5. Lee Odden – @leeodden6. Guy Kawasaki – @GuyKawasaki7. Brian Solis – @briansolis8. Ann Handley @MarketingProfs9. Danny Sullivan – @dannysullivan10. Darren Rovell – @darrenrovell11. Mark Johnson – @MJohnsonLoyalty12. R Ray Wang – @rwang013. Sean Gardner – @2morrowknight14. Richard Branson – @richardbranson15. Maria Popova – @brainpicker16. Mark W Schafer – @markwschaefer17. Amber Naslund – @AmberCadabra

18. Jeff Bullas – @jeffbullas19. Glen Gilmore – @GlenGilmore20. Mari Smith – @MariSmith21. Shelly Kramer – @ShellyKramer22. Michael Brenner – @BrennerMichael23. Barack Obama – @BarackObama24. Rainn Wilson – @rainnwilson25. Neil Tyson Degrasse – @neiltyson26. Anil Dash – @anildash27. Anthony DeRosa – @AntDeRosa28. Ann Tran – @AnnTran_29. Bruce Van Horn – @BruceVH30. Nick Bilton – @nickbilton31. Peter Shankman – @petershankman32. Mark Ragan – @MarkRaganCEO33. Dan Primack – @danprimack34. Brian Fanzo – @iSocial_Fanz

35. Mack Collier – @MackCollier36. Tim Siedel – @badbanana37. Ted Rubin – @TedRubin38. Chris Voss – @CHRISVOSS39. Gerry Moran – @GerryMoran40. Brian Morrissey – @bmorrissey41. Heidi Cohen – @heidicohen42. Lolly Daskal – @LollyDaskal43. Stephen Colbert – @StephenAtHome44. Magic Johnson – @MagicJohnson45. George Takei – @GeorgeTakei46. Ariana Huffington – @ariannahuff47. Marc Andreessen- @pmarca48. Elon Musk – @elonmusk49. Kim Garst – @kimgarst50. Gary Vaynerchuk – @garyvee




• Finding the right influencers• Understanding your influencer

ecosystem




• Finding the right influencers• Understanding your

influencer ecosystem• Engaging with influencers


Getting Audiences to INFLUENCEBuilding an Active Community of Influencers

• Finding the right influencers• Understanding your influencer

ecosystem• Engaging with influencers• Romancing influencers with

gifts for their audiences

https://travelingcanucks.com/2012/11/win-a-free-night-stay-at-any-radisson-hotel/

https://travelingcanucks.com/2012/11/win-a-free-night-stay-at-any-radisson-hotel/


Getting Audiences to INFLUENCEEncouraging Influencers with Co-created Content

• Guest blogging • Podcasting• Tips from Pros• Short interviews with industry

thought leaders

“…Co-creating content can help you increase yourcontent’s exposure, grow out your social followingand increase your brand’s influence.…”

- Lee Odden (TopRank, Author of Optimize)

https://www.youtube.com/watch?v=UVs2suOSMRU

https://www.youtube.com/watch?v=UVs2suOSMRU


Using Klout to Measure Influence


Getting Proprietary Audiences to SUBSCRIBE to Your Content

REACH ADVOCATE INFLUENCE SUBSCRIBE


SUBSCRIBED• Email• Mobile Apps• SMS• Podcasts


Getting Audiences to SUBSCRIBE

SUBSCRIBING Communities• Open the door for LEAD NURTURING• See VALUABLE content as worthy of opt-in• Enable PROPRIETART AUDIENCE development



REGENERATING Audiences• Expect omni-channel presence• Multiply & sustain themselves• Thrive on RELEVANT content

“…As long as your audience’s changing needs are met with contentthat speaks to them on the channels where they prefer to receive it,your audience growth efforts will always prosper…”

- Jeff Rohrs (ExactTarget & Author of Audience)


Email as the Bedrock Audience

“…You will lose up to

30% of subscribers

each year due to

email attrition. To

grow your business,

you need to feed the

top of the funnel

with list-building

tactics.…”

- Marketo


Audience REGENERATION Across Social Content, Email & Mobile


Email is the Bedrock Audience• Key to proprietary audience• Safe haven response to Facebook debacle



Email is the Bedrock Audience

• Owned asset• Key to MoFu* lead nurturing

when RELEVENT

“…Email list is the energy of your business. It’s where fansand leads become paying customers…”

- Amy Porterfield

* Middle of the sales funnel (MoFu)



RealtorsProperty Managers

Real Estate Investors

• Operational Efficiency

• Budgeting

• Auditing

• Community Development

Send the Right People the Right Message Create segment categories divided by interests

Accountant Selling to Residential Property Managers

Email for Lead Nurturing: The Case of RE-MMAP



Send the Right People the Right Message Create segment categories divided by interests Map out content plan specific to each niche interest

Property Management Niche for Real Estate Accountant



Source: MarketingProfs 2014 B2B Content Marketing Trends

Content items selected by RE-MMAP


Awareness of Problem Information Gathering Evaluation of Alternatives Deciding

Tips on Surviving the South Florida Condo

Meltdown

Guidelines for Generating Revenue

beyond Rents & Dues

Download Spreadsheet App for Calculating HOA

Special Assessments

Using Special Assessments and Credit Lines in Lieu of

Annual Due Increases


RealtorsProperty Managers

Real Estate Investors

• Operational Efficiency

• Budgeting

• Auditing

• Community Development

Map Content to Buying Cycle



Awareness of

Problem

Information

GatheringEvaluation of Alternatives Deciding

Tips on Surviving the South Florida Condo Meltdown

Guidelines for Generating Revenue beyond Rents &

Dues

Download Spreadsheet App for Calculating HOA Special

Assessments Using Special Assessments and Credit Lines

in Lieu of Annual Due Increases

When tracked & mapped, email allows precise timing of content relevant to buying cycle



Create a framework for natural nurturing(case of real estate accounting in S. Florida)

• Select a persona (e.g., property managers seeking cash relief in S. Florida condo complexes)• Choose a problem-to-solution (e.g., county ruling restricts HOA reserves when budgets are tight)



• Use closely related content


Recent County Legislation Impacting

HOA Reserve Accounts

Guidelines for Reducing HOA Budget

Overruns

How One Property Mgmt. Firm Used Credit to

Avoid HOA Fee Increases

HOA Finances: Tips for Handling Your Reserve

Account

• Industry setbacks

• Economic pressures

• Health & environment

OR

• Contest

• Awards

• Events


Problem Solution


Feb 10Prospect reaches web site

through search query

“property management

software” views four

pages and subscribes to

newsletter

March 10Prospect

responds to

email invitation

for webinar 30

minutes after

email is sent

March 21Prospect attends

webcast, stays 45

minutes and submits a

question related to

collecting on

delinquent tenants

March 18Prospect

downloads

podcasted v-blog

on balancing

annual budgets

April 1Prospect submits

request for free

consultation

following download

of case study

• Prospect is a property manager• Is highly interested in the topic with some sense of urgency

(e.g., fast response to email, webcast activity, etc.)• Has a high level of interest in the accounting services• Is late in the buying cycle





• Owned asset• Key to MoFu lead

nurturing• Largest channel

0

500

1000

1500

2000

2500

3000

3500

4000

Email Facebook Twitter Google+ LinkedIn Instagram Pinterest

MIL

LIO

NS

Active Users




• Owned asset• Key to MoFu lead nurturing• Largest channel• Channel is direct, easily measurable

& instantly activated


Getting Proprietary Audiences to ENGAGE Your Content

REACH ADVOCATE INFLUENCE SUBSCRIBE ENGAGE



• Recognized – have their voices counted for the winning answer, best photo, etc.

• Edu-tained – be educated on a passionate topic in a funny or otherwise entertaining way



• First – be the first one who shares some breaking news to our friends

• Encouraged – be inspired and motivated by success stories, quotes and speakers



• Relational – be involved regularly with a community of similar interests

• Rewarded – be given exclusive privileges, discounts, coupons or deals for our time



• Embraced – be discovered and accepted by our peers

• Dazzled – be impressed or amazed with extraordinary achievements or events in our field



“…People RISE to the conversation you create around them…”- Simon Mainwaring


getting proprietary audiences to r-a-i-s-e your content

Education