Getting Audiences to R-A-I-S-E Your Content with SEO & Advocacy

GettingProprietaryAudiencestoR-A-I-S-EYourContent
Dr. Jim Barry
May 2014
Building, Engaging & Nurturing Audiences with Social Content & Email

© 2014 Social Content Marketing  Do NOT distribute Slide 2
GettingProprietaryAudiencesto R-A-I-S-E Your Content
“…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

GettingProprietaryAudiencesto 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

• Content SEO
Slideshare
Slideshare
YouTube

• Content SEO
• Content Publishing Platforms
• Social Content
LinkedIn

Getting Seekers to REACH
Your Content
• Content SEO
• Social Content
• Syndicated Content
Savvy
Feedly
Klout

Your Content
• Content SEO
• Content Publishing Sites
• Social Content
• Syndicated Content
• Content Discovery Engines
StumbleUpon/Paid Discovery

• Blog & Website SEO
• White Hat Inbound Links

• Validations
• Product usage
• Recipes
• Concepts

Your Content
• Validations
• Research Results

Your Content
• Validations
• Breaking News

Getting Seekers to
REACH Your Content
• Validations
• Breaking News
• Useful Resources
• Embedded Video

Getting Seekers to
REACH Your Content
• Validations
• Breaking News
• Embedded Video
• Infographic

Getting Seekers to
REACH Your Content
• Validations
• Breaking News
• Embedded Video
• Infographic
• Incorporate "Tweet This"
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

• Hashtags
D

• Content SEO
• 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

GettingProprietaryAudiencestoADVOCATEYourContent
“…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
Hotlines
IBM 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

Requirements for Brand AMBASSADORS
• 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

AMBASSADORS
• Celebrate your customer – don’t
be a celebrity

AMBASSADORS
• Celebrate your customer
• Align your story with good works
• CSR
• Sustainability
• Community Giving
• Employee Volunteering
• Cause Marketing
• Foundation

AMBASSADORS
• Celebrate your customer
• Align your story with good works
• Leading the conversation
around you’re your owned
property (benefit)
Antibiotic Free Ingredients

REACH ADVOCATE INFLUENCE
GettingProprietaryAudiencestoINFLUENCEYourContent

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
DifferencesBetween 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

The Top 50 People DigitalMarketers Retweet Most
1. Jay Baer – @jaybaer
2. Vala Afshar – @ValaAfshar
3. Chris Brogan – @chrisbrogan
4. Jeremiah Owyang – @jowyang
5. Lee Odden – @leeodden
6. Guy Kawasaki – @GuyKawasaki
7. Brian Solis – @briansolis
8. Ann Handley @MarketingProfs
9. Danny Sullivan – @dannysullivan
10. Darren Rovell – @darrenrovell
11. Mark Johnson – @MJohnsonLoyalty
12. R Ray Wang – @rwang0
13. Sean Gardner – @2morrowknight
14. Richard Branson – @richardbranson
15. Maria Popova – @brainpicker
16. Mark W Schafer – @markwschaefer
17. Amber Naslund – @AmberCadabra
18. Jeff Bullas – @jeffbullas
19. Glen Gilmore – @GlenGilmore
20. Mari Smith – @MariSmith
21. Shelly Kramer – @ShellyKramer
22. Michael Brenner – @BrennerMichael
23. Barack Obama – @BarackObama
24. Rainn Wilson – @rainnwilson
25. Neil Tyson Degrasse – @neiltyson
26. Anil Dash – @anildash
27. Anthony DeRosa – @AntDeRosa
28. Ann Tran – @AnnTran_
29. Bruce Van Horn – @BruceVH
30. Nick Bilton – @nickbilton
31. Peter Shankman – @petershankman
32. Mark Ragan – @MarkRaganCEO
33. Dan Primack – @danprimack
34. Brian Fanzo – @iSocial_Fanz
35. Mack Collier – @MackCollier
36. Tim Siedel – @badbanana
37. Ted Rubin – @TedRubin
38. Chris Voss – @CHRISVOSS
39. Gerry Moran – @GerryMoran
40. Brian Morrissey – @bmorrissey
41. Heidi Cohen – @heidicohen
42. Lolly Daskal – @LollyDaskal
43. Stephen Colbert – @StephenAtHome
44. Magic Johnson – @MagicJohnson
45. George Takei – @GeorgeTakei
46. Ariana Huffington – @ariannahuff
47. Marc Andreessen- @pmarca
48. Elon Musk – @elonmusk
49. Kim Garst – @kimgarst
50. Gary Vaynerchuk – @garyvee

Building an Active Community of
Influencers
• Understanding your influencer
ecosystem

Building an Active
Community of Influencers
• Understanding your
influencer ecosystem
• Engaging with influencers

Building an Active
Community of Influencers
• Understanding your influencer
ecosystem
• Engaging with influencers
• Romancing influencers with
gifts for their audiences

Encouraging Influencers with
Co-created Content
• Guest blogging
• Podcasting
• Tips from Pros
• Short interviews with industry
thought leaders
“…Co-creating content can help you increase your
content’s exposure, grow out your social following
and increase your brand’s influence.…”
- Lee Odden (TopRank, Author of Optimize)

Using Klout to Measure Influence

GettingProprietaryAudiencestoSUBSCRIBEtoYourContent
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 content
that 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

AudienceREGENERATIONAcrossSocialContent,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 fans
and leads become paying customers…”
- Amy Porterfield
* Middle of the sales funnel (MoFu)

Realtors
Property
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
Realtors
Property
Managers
Real Estate
Investors
• Operational Efficiency
• Budgeting
• Auditing
• Community Development
Map Content to
Buying Cycle

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
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 10
Prospect reaches web site
through search query
“property management
software” views four
pages and subscribes to
newsletter
March 10
Prospect
responds to
email invitation
for webinar 30
minutes after
email is sent
March 21
Prospect attends
webcast, stays 45
minutes and submits a
question related to
collecting on
delinquent tenants
March 18
Prospect
downloads
podcasted v-blog
on balancing
annual budgets
April 1
Prospect 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

Email is the
Bedrock Audience
• 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
MILLIONS
Active Users

Email is the Bedrock
Audience
• Owned asset
• Key to MoFu lead nurturing
• Largest channel
• Channel is direct, easily measurable
& instantly activated

GettingProprietaryAudiencesto ENGAGE YourContent
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

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