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This deck was presented at Conductor's C3 2014 Conference in New York City. Every company, large or small, is working to earn the trust and keep the attention of their customers, long-term. Attracting the right customers and earning their loyalty and advocacy, we call community building. Making sure the marketing approach you take to building that community grows a sustainable business, we call smart. Just like any healthy human relationship, building a community takes time, relentless effort, and a commitment to authenticity. This presentation communicates how content, social media, SEO, and email marketing - the integral components of integrated marketing - meet those requirements and how when they align with the right goals and measurement they will build your brand, a better business, and ultimately, a thriving community.
Citation preview
Playing the Long Game: Growing Your Business
Through Community and Integrated Marketing
Mack Fogelson
Founder & CEO | Mack Web
@mackfogelson
#C3NY
We’re part of an ever-changing industry.
@mackfogelson#C3NY
#C3NY
Google adjusts its algorithm 500-600 times annually.
IMAGE CREDIT: http://moz.com/google-algorithm-change
Change
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#C3NY
IMAGE CREDIT: https://www.seroundtable.com/google-ssl-not-provided-100-17414.html
Google reduces organic keyword data.
Change
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://searchenginewatch.com/article/2339093/Google-Starts-Blocking-Access-to-Paid-Search-Keyword-Data
Google reduces paid keyword data.
Change
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://searchengineland.com/goodbye-google-authorship-201975
Google decides to end Authorship.
Change
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://www.forbes.com/sites/ewanspence/2014/06/06/facebook-puts-everyone-on-notice-about-the-death-of-organic-reach/
Facebook reduces organic reach.
Change
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: https://gigaom.com/2014/09/04/twitter-cfo-says-a-facebook-style-filtered-feed-is-coming-whether-you-like-it-or-not/
Twitter announces plans to integrate algorithm.
Change
@mackfogelson#C3NY
#C3NY
And if all of that isn’t enough for you…
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://www.ufcw400.org/2011/04/yes-were-open/
Change543,000 new businesses start every month.
@mackfogelson#C3NY
#C3NY
What’s your plan to sustain?
@mackfogelson#C3NY
It may be time tochange your approach
@mackfogelson#C3NY
#C3NY
Integrated Approach
@mackfogelson#C3NY
#C3NY
Integrated Process
@mackfogelson#C3NY
#C3NY
Integrated Results
@mackfogelson#C3NY
#C3NY
Here we go, kids.
@mackfogelson#C3NY
#C3NY
Integrated Approach
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
Marketing should be about building a better business.
@mackfogelson#C3NY
#C3NY
This is a transformation that happensfrom the inside out.
Marketing should be about building a better business.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
@mackfogelson#C3NY
#C3NY
An integrated approach promotes and improves your business.
=IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
@mackfogelson#C3NY
#C3NY
An integrated approach promotes and improves your business.A variety of channels work together over timenot just to grow the company but to advance it.
IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
@mackfogelson#C3NY
#C3NY
An integrated approach builds an experience and a relationship.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson#C3NY
#C3NY
An integrated approach builds an experience and a relationship.Be the company your customers expect. You don’t have to be perfect, but you must be real, transparent, and human.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
@mackfogelson#C3NY
#C3NY
An integrated approach honors community and revenue.
IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857
@mackfogelson#C3NY
#C3NY
An integrated approach honors community and revenue.Communities form and grow when there is something meaningful at the core of the business beyond money.
IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857
@mackfogelson#C3NY
Build a better business
@mackfogelson#C3NY
Attract a stronger
community
Build a better business
@mackfogelson#C3NY
Grow your audience
and brand
Attract a stronger
community
Build a better business
@mackfogelson#C3NY
#C3NY
Integrated Process
@mackfogelson#C3NY
#C3NY @mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://nanoanno.tumblr.com/post/96420485071
This is a Custom Process Adjust this integrated process to align with your business goals and the needs of your customers.
@mackfogelson#C3NY
#C3NY
1Meaning
2Goals
3Priorities
4Tactics
5Execution
6Catapult
7Scrub
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1Meaning Determine the real meaning of your business beyond money.
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@mackfogelson#C3NY
#C3NY
Let’s look at an example…
@mackfogelson#C3NY
@mackfogelson#C3NY
Authenticity works its way from
the inside out
@mackfogelson#C3NY
This is not a reflection of who
they are
Their company
@mackfogelson#C3NY
doesn’t just sell wine
Their company
@mackfogelson#C3NY
doesn’t just sell wineTheir company changes women’s lives.
Before
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After
@mackfogelson#C3NY
@mackfogelson#C3NY
Telling real stories of real
people
#C3NY
It’s the meaning beyond money that provides an opportunity for connection.
IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg
There’s got to be passion and authenticity at your core to attract and foster a community around your brand.
It’s the meaning beyond money that provides an opportunity for connection.
@mackfogelson#C3NY
Companies don’t build communities. People do.
@mackfogelson#C3NY
@mackfogelson#C3NY
2Goals Identify what you want to accomplish both short-term and long-term.
@mackfogelson#C3NY
Everything starts with goals
@mackfogelson#C3NY
Visionary
@mackfogelson#C3NY
Business & Brand
Visionary
@mackfogelson#C3NY
Campaign Business & Brand
Visionary
@mackfogelson#C3NY
Your visionary goal is long-term
@mackfogelson#C3NY
Your visionary goal is long-term Your visionary goal is big picture
@mackfogelson#C3NY
Your visionary goal is long-term Your visionary goal is big picture Your visionary goal is motivation
@mackfogelson#C3NY
IMAGE CREDIT: https://40.media.tumblr.com/tumblr_md1gajx17P1r858eko1_500.jpg
Revisit your Visionary goal.
Every
@mackfogelson#C3NY
3-5 years
#C3NY
“Within 3-5 years we want to become a household name.”
Visionary Goal
@mackfogelson#C3NY
Business and Brand goals are accessible
@mackfogelson#C3NY
Business and Brand goals are accessible Business and Brand goals are connectors
@mackfogelson#C3NY
Business and Brand goals are accessible Business and Brand goals are connectors
Business and Brand goals are balanced
@mackfogelson#C3NY
IMAGE CREDIT: http://bit.ly/1vB6x4g
Relate to revenue and keep the focus on growth.
Business
@mackfogelson#C3NY
Goals
#C3NY
“We want to increase quality leads.”
Business Goal
@mackfogelson#C3NY
IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg
Keep the focus on building a better company.
Brand
@mackfogelson#C3NY
Goals
IMAGE CREDIT: http://images.fineartamerica.com/images-medium-large/kitten-playing-with-building-blocks-martin-poole.jpg
#C3NY
“We want to earn trust and become an exemplary company.”
Brand Goal
@mackfogelson#C3NY
Campaign goals are short-term
@mackfogelson#C3NY
Campaign goals are short-term Campaign goals are tied to tactics
@mackfogelson#C3NY
Campaign goals are short-term Campaign goals are tied to tactics
Campaign goals are your momentum
@mackfogelson#C3NY
Revisit your Campaign goals.
Every
@mackfogelson#C3NY
90 Days
IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg
#C3NY
`
“Increase conversion rate by 10% over the next 12 months.”
Campaign Goal
@mackfogelson#C3NY
#C3NY
“Earn media coverage from Huffington Post within 9 months.”
Campaign Goal
@mackfogelson#C3NY
#C3NY
“Increase community conversation by 35% within 6 months.”
Campaign Goal
@mackfogelson#C3NY
All of your goals should align with your Visionary Goal.
@mackfogelson#C3NY
Campaign Goals
@mackfogelson#C3NY
Business & Brand
Goals
Campaign Goals
@mackfogelson#C3NY
Visionary Goal
Business & Brand
Goals
Campaign Goals
@mackfogelson#C3NY
@mackfogelson#C3NY
3Priorities Determine what to focus on for the next 90 days.
@mackfogelson#C3NY
Build your strategy based on priorities for the next 90 days
@mackfogelson#C3NY
#C3NY
Year-long marketing plans are not agile.
IMAGE CREDIT: http://blocktalk.wpengine.netdna-cdn.com/wp-content/uploads/2013/08/shutterstock_103570856.jpg
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://nellsdish.files.wordpress.com/2011/06/party-lights.jpg
Don’t be distracted by shiny objects.
@mackfogelson#C3NY
WIN
@mackfogelson#C3NY
what’s important now?
IMAGE CREDIT: http://www.pinterest.com/pin/412431278345105000/
Conduct An Assessment •Goals •Persona •Brand Positioning •Drivers & Risks •Unique Selling Prop •Competitive Analysis
@mackfogelson#C3NY
Identify and prioritize what belongs in strategy.
Run
@mackfogelson#C3NY
4 Helpful Lists
EXERCISE CREDIT: http://www.patersoncenter.com/stratop/stratop-business.html
@mackfogelson#C3NY
Determine what your audience needs.
Run
@mackfogelson#C3NY
Touchpoints
EXERCISE DEVELOPED VIA JOANNA LORD: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
@mackfogelson#C3NY
Identify the top 3-5 strategic priorities for the next 90 days.
Determine
@mackfogelson#C3NY
Priorities
#C3NY
Your priorities will drive the campaigns that fit within your integrated strategy.
@mackfogelson#C3NY
Prioritize the right things for your 90 day strategy
@mackfogelson#C3NY
4Tactics Break strategy down into tactics and deliverables that will accomplish goals.
@mackfogelson#C3NY
Your tactics become deliverables in your 90 day road map
@mackfogelson#C3NY
How are we gonna get there?
@mackfogelson#C3NY
Work from strategic priorities to campaign goals
to tactics
@mackfogelson#C3NY
Here is where your Campaign goals come into
play
@mackfogelson#C3NY
Communicate all deliverables and assign dates for
delivery
@mackfogelson#C3NY
Your measurement for
each Campaign aligns with goals
@mackfogelson#C3NY
Use the document to communicate
progress
@mackfogelson#C3NY
#C3NY
Your tactics will build the integrated experience.
@mackfogelson#C3NY
#C3NY @mackfogelson#C3NY
An integrated strategy goes way
deeper than optimizing a form on a website.
@mackfogelson#C3NY
I’m a lead
I interact
website
social
blog
offline
I submit a form
I interact
social
blog
offline
I become a consultant
I interact
community
blog
offline
mobile mobile mobile
@mackfogelson#C3NY
IMAGE CREDIT: http://bit.ly/Zx6T0h
Consider all of the elements of the experience.
Integrated
@mackfogelson#C3NY
Strategy
@mackfogelson#C3NY
Offline Tactics Identify and solve for gaps in communication between corporate expectations and the approach of sales teams.
IMAGE CREDIT: http://moz.com/google-algorithm-change
@mackfogelson#C3NY
Offline Tactics Train their sales team to more effectively handle leads. Provide guidance for how to be real, authentic, and genuine.
@mackfogelson#C3NY
Community Tactics Work with the internal community and brand advocates to make the brand transformation to be human.
IMAGE CREDIT: http://moz.com/google-algorithm-change
@mackfogelson#C3NY
Good wine, good food, good life. As a Traveling Vineyard Wine Guide & Wine Tasting Mommy, I get to enjoy them all. (I love talking about them, too. Hint, hint.)
Before
After
@mackfogelson#C3NY
Content Tactics Develop and optimize the content that will address touchpoint questions and provide the resources they need.
@mackfogelson#C3NY
Outreach Tactics Provide access to content through a variety of channels earning shares, links, traffic.
@mackfogelson#C3NY
Group A
Group B
Email Marketing Tactics Test and collect data to determine how to more effectively foster leads through the process.
IMAGE CREDIT: http://moz.com/google-algorithm-change
A
B
@mackfogelson#C3NY
IMAGE CREDIT: http://moz.com/google-algorithm-change
A
B
@mackfogelson#C3NY
An integrated approach optimizes the whole experience, not just the lead form.
@mackfogelson#C3NY
Your tactics bring your integrated strategy to fruition
@mackfogelson#C3NY
5 Execution Accomplish all of the tasks that get you closer to your goals.
@mackfogelson#C3NY
Begin executing all the things on your 90 day road map
@mackfogelson#C3NY
IMAGE CREDIT: http://memestorage.com/_nw/48/69607769.jpg
@mackfogelson#C3NY
6Catapult Assess data, identify trends and opportunities, and adjust the strategy.
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While you continue to execute strategy, assess progress every 30 days
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IMAGE CREDIT: http://sethgodin.typepad.com/seths_blog/2014/08/analytics-without-action.html
@mackfogelson#C3NY
Identify items in your
reports that need to be integrated
back into strategy
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Keep a record of action and update
each month to make progress
@mackfogelson#C3NY
Execute strategy for the first 30 days, and then run Catapult
@mackfogelson#C3NY
Continue strategy execution for another 30 days
@mackfogelson#C3NY
At 60 days, hold your next Catapult
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Continue executing strategy for another 30 days
@mackfogelson#C3NY
Conduct a final Catapult session at the end of the 90 day iteration
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So what comes after 90 days?
@mackfogelson#C3NY
7 Scrub Evaluate what was accomplished and determine direction for the next 90 days.
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At the 60-day mark, begin a scrub for development of the next 90 day strategy
@mackfogelson#C3NY
#C3NY
Don’t worry. You’re not starting from scratch.
IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg
@mackfogelson#C3NY
#C3NY
Don’t worry. You’re not starting from scratch.You’re simply continuing the momentum from the last 90 days.
IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg
@mackfogelson#C3NY
Evaluate progress over the last 90 days.
Assess Data & Intuition
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Identify new challenges and realign priorities.
Run Four Helpful Lists
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Ensure alignment with your goals.
Go Back to Goals
@mackfogelson#C3NY
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: http://www.thepeopleproject.com/share-a-quote.php
@mackfogelson#C3NY
Sometimes you gotta slow down to speed up.
@mackfogelson#C3NY
#C3NY
Integrated Results
@mackfogelson#C3NY
What results have
@mackfogelson#C3NY
looked like for clients.
@mackfogelson#C3NY
56%increase in
organic traffic
Our client’s growth within
8 months
@mackfogelson#C3NY
56%increase in
organic traffic
97%increase in
returning visits
Our client’s growth within
8 months
@mackfogelson#C3NY
56%increase in
organic traffic
97%increase in
returning visits
146%increase in
FB referrals
Our client’s growth within
8 months
But wait, there’s more.
@mackfogelson#C3NY
@mackfogelson#C3NY
48%increase in
applause
Our client’s growth within
8 months
(likes & favorites)
48%increase in
applause
78%increase in
amplification
Our client’s growth within
8 months
(likes & favorites) (RTs & shares)
@mackfogelson#C3NY
48%increase in
applause
78%increase in
amplification
108%increase in
conversation
Our client’s growth within
8 months
(likes & favorites) (RTs & shares) (replies & comments)
@mackfogelson#C3NY
increase in leads
11%
@mackfogelson#C3NY
#C3NY
Not just any leads. The right leads.
@mackfogelson#C3NY
What results have
@mackfogelson#C3NY
looked like for Mack Web.
An integrated approach is the long game. Expect a 2-3 year ramp up for momentum.
This is where Mack Web started
integrated efforts
@mackfogelson#C3NY
But that doesn’t mean you won’t have lots of victories along the way.
This is where Mack Web started
integrated efforts
This was our first feature on the Moz Top 10
@mackfogelson#C3NY
This was the launch of our
community building guide
This is where Mack Web started
integrated efforts
This was our first feature on the Moz Top 10
This was the launch of our
community building guide
There will always be effort required, but at a different level.
We’re still working really
hard
@mackfogelson#C3NY
IMAGE CREDIT: http://blog.hubspot.com/marketing/slideshare-presentations-inform-inspire-entertain
At year 2, we started to see more consistent
organic brand recognition
@mackfogelson#C3NY
Lots of people and companies we
respected started sharing our stuff
@mackfogelson#C3NY
0
5
10
15
20
25
2012 2014
3-5 / month
20-25 / month
We gradually saw a big increase in leads over that two-year
period
@mackfogelson#C3NY
#C3NY
Most importantly, we have clarity about our meaning.
@mackfogelson#C3NY
#C3NY
Why Integrated Works
@mackfogelson#C3NY
#C3NY
An integrated approach is independent of platform.
@mackfogelson#C3NY
#C3NY
But remember…
@mackfogelson#C3NY
#C3NY
You can’t buy a community.
IMAGE CREDIT: http://www.pinterest.com/pin/18295942211056286/
@mackfogelson#C3NY
#C3NY
Lead with meaning and authenticity.
IMAGE CREDIT: http://www.pinterest.com/pin/37084396906185354/
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: https://twitter.com/avinash/status/513840275853021185
Start with goals to drive growth.
@mackfogelson#C3NY
#C3NY
IMAGE CREDIT: https://33.media.tumblr.com/dc3748dc8384f5122738eb1df44ef491/tumblr_ncrkf5XCNg1teja04o1_500.jpg
Focus on the right things.
@mackfogelson#C3NY
#C3NY
This shit takes time and it doesn’t scale.
IMAGE CREDIT: http://nanoanno.tumblr.com/post/44248490215/absolutely-everything-about-this
@mackfogelson#C3NY
#C3NY
This is the long game.Build a better business.
IMAGE CREDIT: http://images.nationalgeographic.com/wpf/media-live/photos/000/569/cache/angel-landing-zion_56950_990x742.jpg
@mackfogelson#C3NY
@mackfogelson#C3NY
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