The Path to Engagement is Paved with Purpose

The Path to Engagement
is Paved with Purpose
Wednesday, October 29, 14

Your Host
Russell Sparkman
CEO / Executive Producer
FusionSpark Media, Inc.
@FusionSpark

Brand Sponsored & Cause Related, circa 2000
@FusionSpark #CMPurpose #InfoDevWorld

Today’s Discussion
Topics
• Trends in Marketing, Biz & Society
• Why “Purpose” focus?
• The “Greater Good” Purpose of Content
• The Utility Purpose of Content
Hashtags
#InfoDevWorld
#CMPurpose

3 Typical Responses

“WTF?”

“WTF?” “Meh.”

“WTF?” “Meh.” “Yes!”

Apple gave away U2’s latest album with
iPhone 6 launch.
What could possibly go wrong?
Marcio Jose Sanchez/Associated Press

“Oops ...
I’m sorry
about that.”

“There’s a lot of
noise out there.”

That’s
U-frickin-2!

That’s
U-frickin-2!
(In other words,
we’re screwed.)

Content Marketing’s Role
I think I’ll produce and
distribute content to
reach my prospects.

The problem is ...

Until relatively recently ...

@FusionSpar #NPcontent

Purpose taps into the authentic
“self” of a brand

It’s “knowing thyself.”

It’s finding alignment.

It’s finding alignment.
With alignment, answers to questions about
content that engages come more easily.

Values are in:

Values are in:
•establishing purpose for
employees and customers

Values are in:
•serving needs greater than
their own

Values are in:
their own
•enabling personal growth

Values are in:
their own
•enabling personal growth
•building community.

Tech Savvy • Community-centric • Socially Aware

Which gets the most Facebook Shares?

Purpose = Meaning

Purchasing Decisions
Employment Decisions
Entrepreneurial Decisions
2nd Career Decisions

Why “Purpose” focus?
“Consumers are spending
money, but they're more
inclined to spend it only
with businesses they
feel good about.”
Source: Gallup Business Journal, July 22, 2014

“Consumers will support businesses
they feel emotionally connected to,
but will ignore those they don’t.”
Source: Gallup Business Journal, July 22, 2014

Why “Purpose-focus”?

“Marketers around the world
overwhelmingly believe ‘purpose’
needs to be part of a successful brand
building strategy.”
World Federation of Advertisers (WFA), March 2014

And who is listening ... ?
@FusionSpark @CMIContent #CMPurpose

Who’s Doing It?

Who’s Talking About It?

Discussion Point Robert Rose’s Po #w1e r- o Bfu Sstionrsyess Purpose
@Robert_Rose

Discussion Point #1 - Businsess Purpose

Insert stats from:
• Edelman Trust Barometer
• Deloitte Core Beliefs
• Cone Comm / Millienial Study
The
“Greater
Good”
Content
Puzzle

81%
of employees
consider a brand’s
CSR activities
when choosing
where to work.
Insert stats from:
The
“Greater
Good”
Content
Puzzle

81%
of employees
CSR activities
when choosing
where to work.
80%
of global
consumers think
brands should tell
them about their
cause-related
Insert stats from:
activities
The
“Greater
Good”
Content
Puzzle

81%
of employees
CSR activities
when choosing
where to work.
80%
of global
consumers think
brands should tell
them about their
cause-related
Insert stats from:
activities
The
“Greater
Good”
Content
Puzzle
Top 3
Position of
“interesting
content” as a
reason people
follow a brand

81%
of employees
CSR activities
when choosing
where to work.
Insert stats from:
• ConBeO COomMmE / RMSillienial Study
and
millennials
will buy from a
brand that is
socially or
environmentally
active.
80%
of global
consumers think
brands should tell
them about their
cause-related
activities
Top 3
Position of
“interesting
content” as a
reason people
follow a brand
Sources:
Edelman Good Purpose Report
Deloitte Core Beliefs Survey
Cone / Echo Global CSR Survey
“Meaningful Brands” Global Survey
Content Marketing Institute
The
“Greater
Good”
Content
Puzzle

The “Greater Good” Content Opportunity
Source: How to Improve Lives & The Bottom Line through Content Marketing Infographic

“Greater Good” Purpose: Unilever Project Sunlight

Purpose Statement
Encourage small actions everyday that make the world a
healthier, safer & sustainable place for children to live

Purpose Statement
Content Activities
ProjectSunlight.org hub of information, tools and action steps

Purpose Statement
Content Activities
Nonprofit Partners
World Food Programme (meals), Save the Children (drinking
water), UNICEF (hygiene)

Purpose Statement
Content Activities
Nonprofit Partners
World Food Programme (meals), Save the Children (drinking
water), UNICEF (hygiene)
Business Outcome
Launched Nov. 2013, has achieved 77 Million video views, 3
million website visits, 300,000+ sign ups

“Greater Good” Purpose: Dumb Ways To Die

Purpose Statement
Encourage safety around rail systems in Australia and decrease
rail-related accidents in the country

Purpose Statement
Content Activities
Fun animation, catchy melody, website and mobile games

Purpose Statement
Content Activities
Business Outcome
$60 Million in Earned Media in 6 weeks, and 21% decrease in
accidents compared to previous year

Purpose Statement
Content Activities
Business Outcome
$60 Million in Earned Media in 6 weeks, and 21% decrease in
accidents compared to previous year
Other
Australian Metro is a “small” marketer that achieved global
reach and recognition with purpose-focused campaign

Utility Content that Fulfills a Purpose
How do I answer a
problem or meet a need?

How do I answer a
It’s about becoming
an Indispensable
Resource

How do I answer a
It’s about becoming
an Indispensable
Resource
It’s more about
Teaching than
Selling

Utility Purpose: American Express Open Forum

Purpose Statement
Help small businesses succeed with marketing, hiring & growth

Purpose Statement
Utility Purpose
Highly interactive, informative Expert editorial and User-generated
content focused upon small business success advice

Purpose Statement
Utility Purpose
Highly interactive, informative Expert editorial and User-generated
content focused upon small business success advice
Business Outcome
Started in 2007, now has 1,000,000+ visitors per month; Open
Forum is a natural digital extension of Amex’s content since
the 1960s (i.e. Travel & Leisure, Food & Wine, etc.)

Utility Purpose: FloridaYards.org

Purpose Statement
The purpose is to give Florida gardeners the ability to
create environmentally friendly landscapes

Purpose Statement
Utility Purpose
Create Florida-landscaping 101 tutorials and a database
for making plant selections

Purpose Statement
Utility Purpose
Business Outcome
#1 in Google Search Rankings for 9 years, based on original
investment in evergreen content

Purpose Statement
Utility Purpose
Business Outcome
#1 in Google Search Rankings for 9 years, based on original
investment in evergreen content
Other
Recent discussions about upgrades

Utility Purpose: Kleenex

Purpose Statement
The purpose is to prepare people for the flu
season with preventive care information

Purpose Statement
Utility Purpose
Create a tool that predicts flu outbreaks

Purpose Statement
Utility Purpose
Business Outcome
Increased customer purchase intent to buy by 11%, and social
media buzz by 289%

Purpose Statement
Utility Purpose
Business Outcome
Increased customer purchase intent to buy by 11%, and social
media buzz by 289%
Other
Repurposed again in 2014, at www.Achoo.com

Through Purpose, Find Meaning.
That’s the Path.

From Meaning, Learn What Matters.
That’s the Path.

That’s the Path.
Knowing What Matters Creates Alignment.

That’s the Path.
Alignment Leads to Content That Engages.

That’s the Path.
Alignment Leads to Content That Engages.
That’s the Path.

The Path to Engagement is Paved with Purpose

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