associations forum - Sydney member event

Digital Marketing – the next frontier

Presented by Tim Nicholas | Tue 2 Dec 2014

Topics

Content

Marketing

Customer

journey mapping

Digital

Disruption –

Payments &

mobility

Content marketing is…

Creating and distributingvaluable, relevant and

consistent content

to

attract and acquire a clearlydefined audience

with the objective of

driving profitable customer action.

My content marketing strategy

Organic

search.

50

followers.

Digital

disruption

thought l’ship.

50 subscribers.

Promotion.

Publishing.

Digital mktg

thought l’ship.

1K+ subscribers.

Promotion.

Resource.

Connect.

2k followers.

Promotion.

Resource.

Connect.

Publishing.

Sharing.

700+ connections.

Promotion.

Resource.

Publishing.

40 followers.

Resource.

Sharing.

15 followers

Curate

content.

140 views

(FIFA World

Cup playlist)

What can be learnt from big brand’s content marketing?

[Ann Handley, Chief Content Officer, Marketing Profs]

• Tell your bigger story

• Make it the ‘backbone’ of everything you publish

• Cast your customer as the hero – not your brand/org

• How does your brand/org live in people’s world

• Reimagine content across different formats, channels and platforms

Source: https://gcn.civilservice.gov.uk/wp-content/uploads/2014/05/Guide-to-campaign-planning_May14_v2.pdf

Presenter

videoAudio/

podcastingInfographic

Hard copy

report

Blogging Digital

brochure

How-to

video

EventPhotographs

Long-form

film

If Content is King…

Context is Queen

How to ensure ‘royal’ content

Develop a strategy

Set goals; profile your audiences; select core messages;embrace technology

Create your story: what you believe and do for others

✪ Cater to different audiences

✓ Setup editorial calendar

Emphasis on visual content

⌫ Listen and learn; adjust course when necessary

≈ Set measureable outcomes; capture data; report regularly

‘Pathway to CA’

CJM WORKSHOP PROCESS

• Workshop participants must represent all people who interact with customers.

• Be open to every thought/idea/impression from every person in the room.

• Cover pre-purchase or post-purchase. It may be best to split into two workshops.

• Start by asking participants to write a CX statement. Close workshop by asking them to write a new CX statement – discuss how they differ.

• Ensure CX statement written from customer’s POV (ie. in first person); include emotive language and describe how your product/service delights the customer.

• Get agreement on ‘moments of truth’; the point in time where a prospect makes the decision that moves them to the next stage. This will inform marcoms plans.

• Identify online & offline touchpoints; many customer journeys occur simultaneously so ensure these are captured & understood.

• If there are multiple audiences, map their experiences separately; a homogenous approach will ultimately fail.

• Capture customer’s rational & emotional experiences across all stages; focus on emotional aspects when articulating the CX statement & value proposition.

CJM WORKSHOP OUTCOMES

• All ideas/opinions should be documented. Later, primary concepts should be validated through additional testing, research or other feedback mechanism.

• Illustrate the information as much as possible e.g. charts, tables, graphics, symbols, word clouds, call-out boxes, etc.

• Highlight unexpected or new ideas (one or two should emerge!).

• Embed (final) CX statement into your company culture; ask HR to help.

• Update customer value proposition based on the learnings from the mapping exercise.

• Compare marcoms channels with identified touchpoints; identify gaps or where too much effort is spent on a low value touchpoint.

• Agree set of words/phrases that summarise attitudes & feelings of your audience; word cloud format is handy to illustrate & for sharing internally (e.g. Wordle).

• Rather than a (boring) PowerPoint presentation, present map on large format paper.

• Nominate clear & achievable goals towards optimising CX across the whole organisation; ensuring all stakeholders understand what this really means.

• Acknowledge that CJM is an iterative process that must be reviewed and updated at least yearly, given the pace of change in the landscape.

MOBILITY

AND

• ALS ‘Ice Bucket Challenge’ – one of the most successful fundraising campaigns of 2014

• The results – 3m Instagram mentions

– 4.2 million tweets

– 17m Facebook video posts that received over 10b views

– Earned over $100m

– 500% increase in donations vs 2013(source: Rimm Kaufman Group, Oct 2014)

• ALS now has a donor list that is their most valuable asset for the future

“It was about affirmation, self-confidence and authenticity. This is

significant, because emotion triggers sharing.”

SnapDonate allows donations to charity from a smartphone app.

Scan logo of charity on any printed surface to start giving

Donation amount up to £50

Benefits: convenience, impulse, record

Database of 13,000+ charities (UK only)snapdonate.org

Summary

• Build a unique list of future prospects

• Tell stories that connect emotionally to encourage content sharing

• Know how mobile influences your member’s behaviour – and tap into that

• Look for partnering opportunities

Thank you…

…Q & A

tim@marketingbytes.com.au

@TimOnTwtr /timnicholas