Date post: | 22-Jan-2018 |
Category: |
Marketing |
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@googledave
@googledave
@googledave
Or…
@googledave
1. Satisfied with what one is
or has; not wanting more or
anything else.
@googledave
Company – brand and what it ‘feels’ like to work with them
Customer – Meaningful, two way persona connections
Culture – Your people with passionate behaviours
Community – Attract, engage and convert
Commitment – Passion, dedication, time & effort
@googledave
“Strategy without tactics is the slowest
route to victory, tactics without
strategy is the nose to defeat”
SUN TZUThe Art of war
@googledave
@googledave@googledave
@googledave
We believe in challenging the status quo and doing things differently
Apple - WHY?
Our Products are beautifully designed and easy to use
Apple - HOW?
We make Great Computers etc
Apple - WHAT?
@googledave@googledave
@googledave
…wants to evolve
the way the world
moves
…connect millions of
people in real life all
over the world, through
a community
marketplace – so that
you can Belong
Anywhere
…we save money for a
better everyday life
…inspire and nurture
the human spirit – one
person, one cup and
one neighborhood at a
time
@googledave
…wants to evolve
the way the world
moves
…connect millions of
people in real life all
over the world, through
a community
marketplace – so that
you can Belong
Anywhere
UBER
AIRBNB
…we save money for a
better everyday life
IKEA
…inspire and nurture
the human spirit – one
person, one cup and
one neighborhood at a
timeSTARBUCKS
@googledave
@googledave
Ethos
Pathos
Credibility - Trust
LogosConsistency - Logic Emotions - Imagination
@googledave
Pathos
@googledave
Behaviour Influence Persuade
@googledave@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave
@googledave
“Personas are archetypes that describe
the various goals and observed
behavior patterns among your potential
users and customers ”
@googledave
@googledave
@googledave
@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave
PERSONA PAIN & PLEASUREExercise
@googledave
Think
WHAT DO THEY WORRY ABOUT AT NIGHT?
WHAT ARE THEIR FUTURE CHALLANGES?
WHAT DO THEY GET FRUSTRATED WITH?
HOW ARE THEY MEASURED?
WHAT MAKES THEM SUCCESSFUL?
WHAT WOULD MAKE THEIR LIFE EASIER?
@googledave
@googledave
@googledave
@googledave
@googledave
NETWORK
· Everyone connected; lack of content in the middle
· Easier to build so we play the numbers game
· Often about the get, rather than the give
· Never been so connected, but yet so disengaged?
@googledave
COMMUNIT
Y· Like jam, content in middle creates stickiness
· Holds it together, so we go back for more
· People feel urge to participate, help and support
· Create real-life relationships that add value
· Provides brand lift, amplification, online visibility
· The human touch, more authentic and sincere
@googledave
ACCELERATED AUDIENCES
What would a ,marketer do….
BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive
• Email data• LinkedIn followers on company page• Twitter – consider buying handles (footy accumlator story)• Facebook darkposts
@googledave
@googledave
DARKPOSTS AND CUSTOM AUDIENCES
@googledave
GMAIL ADVERTISING
@googledave@googledave
@googledave
@googledave
· It’s a marriage, not a one night stand
· Humans are at the other end
· Tailor your approach to the influencer
· Listen and learn
· Make friends before you need them
@googledave
· Be a giver, not a taker – givers gain
· Share, comment and write reviews
· Invite to interview, guest posts
· Curate their content, include in Top lists
· Co-create – look for joint opportunities
@googledave@googledave@googledave
@googledave@googledave
@googledave
Your SUSPECTS
@googledave
@googledave
@googledave
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave@googledave
@googledave
BULLSHI
T!
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave
SHARE YOUR STORIESBreak
“ The customer isn’t a moron;
she’s your wife.“
David Ogilvy
@googledave
@googledave
@googledave
Persona has a problem but is not aware of the solution
SEE
Has a problem and is researching the solutions
THINK
Aware of your solution,
convince them!
DO
They’re a customer
encourage to buy and share more
DELIGHT
@googledave
RYAN
HANLEYContent WarfareTOP
100 QUESTIO
NS
Ryan Hanley
@googledave
#RecruitIn
@googledave
HAPPY FEARSAD ANGER ANTICIPATION
@googledave
@googledave@googledave
@googledave
@googledave
1. Industry
Pain Points2. Common
Customer
Q’s
3. Trending
Industry Topics4. Brand
Stories
5. Research
& Analysis
6. Outside of
industry into
your world
7. Industry
News &
Trends
@googledave
@googledave@googledave
Create
AHA!moments
· Switch on moments of realistation
· Share meaningful insights
· Offer help and provide value
· Show why working with you ad values
@googledave
@googledave
@bryan_phc
#AskPh
@googledave
@bryan_phc
#AskPh
@googledave
COKE BOTTLES WITH NAMES
@googledave
@googledave
FULL SCREEN “SHOT ON IPHONE 6” PHOTO
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave
@googledave
@googledave@googledave
• High quality and relevant over time
• Educational, how to posts…
• History and future of posts…
• Create multiple posts to cascade
@googledave
Crowdsourcing CONTENT
@googledave
@googledave
@googledave
CONTENT CASCADES… make life easier and provide scale
Webinar Youtube videoPodcastTranscribed contentBlogsSlideshare deckSpeaking at Events…Community response – feeds content evolution
Nationwide infographicgraduate and influencer interviews – turned into content)Series of blogs and visual assets about themKeeps the original content idea/concept ‘alive’
@googledave
@googledave
@googledave
· Employees advocates – they can reach an
audience 10x that of your brand
· Harness the power of the team
· Identify you most socially savvy
· Rules of the game – follow the content plan
· Measure, share and grow
@googledave@googledave
• Think like investigative journalists
• Ask the audience, spot trends
• Create links with you PR teams
• Hot topic ‘whats app’ group
@googledave
Ask the audience
Live Chat
Google Analytics ‘in site search’
Google suggestion tool
Google insights – spot upward trends
Keyword research – Persona topics through the funnel
@googledave
Events in your business
Events in your sectors
Seasonal trends in your personas world
Seasonal events
Films, TV shows
@googledave@googledave@googledave
@googledave
@googledave@googledave
@googledave
@googledave
@googledave
@googledave
CONTENT IDEASExercise
@googledave
GIVE VALUE & ALWAYS BE HELPING
MAGNIFICNANT 7 THEMES
DIFFFERENT CONTENT ASSETS
EMPATHY AND EMOTION
WHATS HOT AND ALSO THINK FUTURE
PERSONALISE CONTENT AND MESSAGE
EVERGREEN CONTENT
CREATIVE OUTREACH
CONTENT CASCADES
Think
@googledave
…Oh S%&t! How do we do it
@googledave
SEE
THINK
DO
DELIGHT
Type of content
@googledave
SEE
THINK
DO
DELIGHT
Length of strategy
Q1 Q2
SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
@googledave
SEE
THINK
DO
DELIGHT
Determine Objective
Q1 Q2
SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave
@googledave
@googledave@googledave
@googledave
@googledave
Be genuine, Be sincere, Be authentic
@googledave
Carl W. Buehner
@googledave
“People may not remember what you
did or said, but they will always
remember how you made them feel”