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Thought Leadership
The “smart” reputation building strategy
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What is a thought leader?
 A recognized authority on a subject
 A trusted source
 A person who has innovative ideas
...
+
Another perspective
 A thought leader is someone who looks at the future and sets a course
for it that others will foll...
+
Can anyone be a thought leader?
 Thought leadership takes time (sometimes years);
 knowledge and expertise in a partic...
+
How to become a thought leader
 Create a robust online
presence
 Flaunt high-quality affiliations
 Give public speech...
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B2B
Thought leadership in business-to-business communication
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B2B
 Thought leadership is especially important in B2B (business-to-
business) communication
 Important because of the...
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B2B thought leadership = content
marketing
 2011 survey showed 90% of B2B marketers were using content
marketing
 Visu...
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Examples
Visual content
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Videos
 IBM
 http://youtu.be/xA4QWwaweWA
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Webinars
 EFI (digital printers)
 http://w3.efi.com/resources/webinar-library
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Instagram
 Maersk Line
 http://instagram.com/maerskline
 General Electric
 http://instagram.com/generalelectric
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Infographics
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Examples
Textual content
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Case studies
 Allrecipes case study on Pinterest
 http://business.pinterest.com/case-study-allrecipes/
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White papers
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Tips for writing white papers
 At least 5 pages
 Identify a business problem
 Include facts and figures
 Offer a sol...
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e-newsletters
Arketi Group’s Core e-newsletter
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eNewsletters
 Each issue should have a relevant theme.
 Include your contact details and a short description of what y...
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Blogging
 IXIA generates a 2,800% ROI
on its social media efforts.
 http://blogs.ixiacom.com/ixia-
blog/
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Twitter
 Jeremiah Owyang
 https://twitter.com/jowyang
 Hubspot
 https://twitter.com/HubSpot
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Facebook
 https://www.facebook.com/Siem
ens
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Regardless of the platform
 Use keywords in the headline and share on social networks
 Include compelling images or vi...
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Consumers
Thought leadership is not *just* for B2B
+
Dove’s Real Beauty campaign
 Business-to-consumer
marketing can also use thought
leadership strategies to
enhance the r...
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Thoughtleaders (B2B)

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Most pictures removed for copyright reasons. Lecture was paired with a student presentation giving examples of brand and individual thought leaders.

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Thoughtleaders (B2B)

  1. 1. + Thought Leadership The “smart” reputation building strategy
  2. 2. + What is a thought leader?  A recognized authority on a subject  A trusted source  A person who has innovative ideas  Someone who shares information so others can succeed
  3. 3. + Another perspective  A thought leader is someone who looks at the future and sets a course for it that others will follow. Thought leaders look at existing best practices then come up with better practices. They foment change, often causing great disruption.  Shel Israel, Forbes
  4. 4. + Can anyone be a thought leader?  Thought leadership takes time (sometimes years);  knowledge and expertise in a particular niche;  a certain level of commitment; and  a willingness to buck the status quo or the way things have always been done.  Denise Brosseau  http://youtu.be/A91ovXbZap8
  5. 5. + How to become a thought leader  Create a robust online presence  Flaunt high-quality affiliations  Give public speeches  Appear on TV  Win some awards  Publish a book  Foster approachability  Listen and learn  Join your ecosystem  Become discoverable (build online credibility)  Share openly  Think relay, not sprint Dorie Clark, HBR blog Denise Brosseau (eLC)
  6. 6. + B2B Thought leadership in business-to-business communication
  7. 7. + B2B  Thought leadership is especially important in B2B (business-to- business) communication  Important because of the:  Complexity of decision-making  Length of decision-making  Large number of people involved in decision-making  Michael Brenner, Forbes
  8. 8. + B2B thought leadership = content marketing  2011 survey showed 90% of B2B marketers were using content marketing  Visual content  Textual content
  9. 9. + Examples Visual content
  10. 10. + Videos  IBM  http://youtu.be/xA4QWwaweWA
  11. 11. + Webinars  EFI (digital printers)  http://w3.efi.com/resources/webinar-library
  12. 12. + Instagram  Maersk Line  http://instagram.com/maerskline  General Electric  http://instagram.com/generalelectric
  13. 13. + Infographics
  14. 14. + Examples Textual content
  15. 15. + Case studies  Allrecipes case study on Pinterest  http://business.pinterest.com/case-study-allrecipes/
  16. 16. + White papers
  17. 17. + Tips for writing white papers  At least 5 pages  Identify a business problem  Include facts and figures  Offer a solution  Not how-to tips but deeper insights  Summary
  18. 18. + e-newsletters Arketi Group’s Core e-newsletter
  19. 19. + eNewsletters  Each issue should have a relevant theme.  Include your contact details and a short description of what your business does in every newsletter.  Make sure that as many sections as possible link through to something on your website.  Always include a 'call to action' at the end of each click-through.  Make sure all content links clearly to something you do. Be wary of writing anything which is interesting, but doesn’t conceptually link to something you can sell.  If you have something very relevant to sell on the back of the theme, you can include one ad for it. But it should be in the style of ‘find out how to…’ rather than ‘buy it here!’
  20. 20. + Blogging  IXIA generates a 2,800% ROI on its social media efforts.  http://blogs.ixiacom.com/ixia- blog/
  21. 21. + Twitter  Jeremiah Owyang  https://twitter.com/jowyang  Hubspot  https://twitter.com/HubSpot
  22. 22. + Facebook  https://www.facebook.com/Siem ens
  23. 23. + Regardless of the platform  Use keywords in the headline and share on social networks  Include compelling images or videos  Don’t talk about your products, talk about solving the business’ problems  Share other customers’ stories (testimonials)  Experiment with different formats  Jeffrey L. Cohen
  24. 24. + Consumers Thought leadership is not *just* for B2B
  25. 25. + Dove’s Real Beauty campaign  Business-to-consumer marketing can also use thought leadership strategies to enhance the reputation of a brand  http://youtu.be/XpaOjMXyJGk

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