Growing Audience Awareness Through Content,

Promotion & Thought Leadership

Dr. Jim Barry

September 14, 2016

Session IV

MKT 5225

Slide 2

Tactical Helpfulness

for Top Funnel Audience FamiliarityKnow You Like You Trust You

Friend-of-MineTop-of-Mind Frame-of-Mind*

• Entertainment

• Inspiration

• Situational Triggers

• Tactical Helpfulness

• T-R-U-S-T-E-D Behaviors

• T-R-U-S-T-E-D Content

Personalized

ValueReal-time

HelpFREEmiums

Thought

Leadership

Engagement

Context

(Email + Social) Stories

Top-Funnel(Influencing)

Top/Mid-Funnel

(Nurturing)

Bottom-Funnel

(Offering)

Awareness

(Stranger)

Evaluation(Know About Your Business)

Purchasing

(Customer)

Slide 3

How to Grow FollowersBuilding Audiences/Followers

• Advertising for Followers • Helps initial audience boost (pay to play)

• Requires sizeable investment

• Short circuits trust building & likeability

• Not well supported by Facebook

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 4

How to Grow FollowersBuilding Audiences/Followers

• Advertising for Followers • Helps initial audience boost (pay to play)

• Requires sizeable investment

• Short circuits trust building & likeability

• Not well supported by Facebook

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 5

How to Grow Followers

Building Audiences/Followers

• Social Promotions (e.g., contests & events) for Followers

• Well received by social networks (e.g., Facebook)

• Offers value for followers (e.g., contest rewards)

• Entertaining way to spark interest

• Starts early engagement

• But short lived (as long as the campaign)

• Requires resources, apps, rules & heavy promotion

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 6

Building Audiences/Followers• Compelling Content

• Provides lasting opportunity to invite audiences

• Requires regular posting of T-R-U-S-T-E-D content

• Requires bold emotional content that inspires or entertains

How to Grow Followers

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 7

Building Audiences/Followers• Searchable Content

• Has lasting impact on audience attraction

• Requires knowledge of search engine optimization• Complex keyword & SEO strategies

• Stiff competition

• Lengthy gestation

How to Grow Followers

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 8

Building Audiences/Followers• Employee/Brand Advocates

• Builds off employee/customer personal accounts

• Highly trusted source

• Requires resources, discipline, training & willing participants

How to Grow Followers

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 9

Influence Outreach• Great opportunity to jump start following

• Requires topic relevance & influencer

willingness to tap audience

• Influencer relationship is often short lived

How to Grow Followers

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Slide 10

Influence Posturing• Taps into inspiration/connection appeal

• Ensures consistent and genuine voice

• Sets the stage for thought leadership

How to Grow Followers

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Enlighten

Mentor

Motivate

Edutain

Slide 11

Finding Your Influence Archetype

Determine personal strengths• Source of inspirational appeal (perspective vs. personality)

• Audience connection (engaging vs. enlightening)

Separate from the crowd• Look for gaps

• Examine your own early following

Stick to best influence path• Enlighten

• Mentor

• Inspire

• Entertain

Slide 12

Social Influence Study Results (n= 171)

Influence (Klout)• Reach

• Relevance

• Resonance

Entertainment

Value

Responsiveness/

Engagement

Tactical

Helpfulness

Audience

Inspiration

Empathy

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

0.26***

0.23**0.41***

*** p < 0.001, ** p < 0.01, * p < 0.05

Content

Credibility0.45***0.50***

Getting to Know You…Empirically-Backed

Slide 13

Who are You?

Don’t be Everyone

Slide 14

Being Authentic to your Influence Persona

Killed Campaign Hurt Campaign Helped Campaign

Slide 15

Social Influence Study Results (High Level Groupings)

Slide 16

Who are You?

Slide 17

Social Influence Study Results (High Level Groupings)

Slide 18

Social Influence Study Results (Enlightening)

Influence (Klout)• Reach

• Relevance

• Resonance

Entertainment

Value

Tactical

Helpfulness

Audience

Inspiration

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

0.26***

0.23**0.41***

*** p < 0.001, ** p < 0.01, * p < 0.05

Content

Credibility0.45***0.50***

Responsiveness Empathy

Enlighten

(Analysts)

Slide 19

Enlightening (Analysts)Visionaries Strategists

25% of Influencers

Slide 20

Influence Approach- Enlighten

Posts are often:• Analytical

• Conceptual

• Strategic (high level)

• Predictive

• Reflective

• Profound

• Sage-like

Provide technical & strategic content• Statistical research

• Market reports

• White papers

• Infographics mapping out complex processes

Slide 21

Influence Archetype - Visionary

Seen as forward thinkers• Analytical pundits

• Market authorities

• Pioneers

• Theoretical

Sports Legal

Politics Finance

Larry Merchant

VISIONARY

Andrew Napolitano

Charles Krauthammer Stuart Varney

Slide 22

Serve as industry pulse • Focus on:

• forecasting

• predicting

• interpreting trends

• high level insights & perspectives

• Interpret market/tech impact on

enterprise change

• Navigate organizations through

complex issues

Influence Archetype - Visionary

Slide 23

Jeffrey Toobin

Sports Legal

Politics Finance

Cris

Collinsworth

STRATEGIST

Larry KudlowKarl Rove

Influence Archetype - Strategist

Seen as architects• Tech Savvy

• Masterminds

• Trailblazers

• Innovative

Slide 24

Influence Approach- Strategist

Serves as change makers• Conference keynotes, lecturers & expert

panelists

• Advice on • Business imperatives

• Enterprise level success formulas

• Explain WHY and IN WHAT WAY

organizations should:• Harness the power of emerging

technologies or tools

• Adjust for change

• Attract academics, leaders & trainers

Slide 25

Social Influence Study Results (High Level Groupings)

Slide 26

Influence (Klout)• Reach

• Relevance

• Resonance

Entertainment

Value

Tactical

Helpfulness

Audience

Inspiration

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

0.26***

0.23**0.41***

*** p < 0.001, ** p < 0.01, * p < 0.05

Content

Credibility0.45***0.50***

Responsiveness Empathy

Mentoring

Social Influence Study Results (Mentoring)

Slide 27

Mentoring

Teachers Tutors

40% of Influencers

Slide 28

Influence Approach- MentoringPosts are often:

• Conversational

• Technical

• Tactical

• Instructional

Provide training programs• Tutorials

• Webinars

• Case studies

• Decision aids

• Explainer videos

• Ebooks & playbooks

Slide 29

Influence Archetype - Teacher

Seen as nurturing• Empathetic

• Highly engaged

• Responsive

• Communicative

• Personable

Sports Legal

Politics Finance

TEACHER

Bill HandelTony Dungy

Charles PayneDonna Brazile

Slide 30

Influence Approach- Teacher

Serve as helpful practitioners• Propose course of action

• Give personal advice

• Interpret industry change impact on business

tactics

• Focus on:• concepts/fundamentals

• career mastery

• tangible/measurable results

Slide 31

Influence Archetype - Teacher

Seen as trainers• Instructional

• Task oriented

• Detailed

• Approachable

Sports Legal

Politics Finance

Lynnette

Khalfani-Cox

TUTOR

Jon Gruden Arthur Aidala

Dana Perino

Slide 32

Influence Approach- Tutors

Serve as trainers• Provide instruction for start-up experience

• Focus on:• job skill building

• workshops

• best practices

• tool adoption

• near-term tactics• short cuts

• check-lists

• decision apps

Slide 33

Social Influence Study Results (High Level Groupings)

Slide 34

Influence (Klout)• Reach

• Relevance

• Resonance

Entertainment

Value

Tactical

Helpfulness

Audience

Inspiration

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

0.26***

0.23**0.41***

*** p < 0.001, ** p < 0.01, * p < 0.05

Content

Credibility0.45***0.50***

Responsiveness Empathy

Edutaining

Social Influence Study Results (Edutaining)

Slide 35

Edu-tain

Charismatics

15% of Influencers

Entertainers

Slide 36

Influence Approach- Edu-taining

Posts are often:• Visual

• Funny

• Lively

• Fun

• Confrontational

Provide excitement• Entertaining videos

• Provocative imagery

• Visual storytelling

• Caricatures

• Anecdotes

Slide 37

Influence Archetype - Entertainer

Seen as amusing• Captivating

• Witty

• Bold

• Sarcastic

• Self deprecating

Sports Legal

Politics Finance

Charles Krauthammer

ENTERTAINER

Suze Orman

Michelle Beadle Jeanine Pirro

Bill Maher

Slide 38

Influence Approach- Entertainers

Serve as performing critics• Offering fresh perspectives on

dealing with consumers• Communicate what's wrong with

current approaches

• Question cultural mindset

• Simplify explanations of complex

concepts

• Interpret changing customer

behaviors

Slide 39

Influence Archetype - Charismatics

Seen as inspiring role models• Authentic

• Charming

• Compassionate

• Bold

• Trusting

• Affable

• Vibrant

• Warm

• Philosophical

• Thought provoking

Politics Finance

CHARISMATIC

LegalSports

Robin Roberts

Glenn Beck

Maria

Bartiromo

Star Jones

Slide 40

Offer pearls of wisdom• Enlighten organizations on the larger

context of:• Technology

• New media adoption

• Illuminate perspectives on:• Changing customer environments

• Promising strategies

• Provide compelling evidence of change

from personal success stories

Influence Archetype - Charismatics

Slide 41

Social Influence Study Results (High Level Groupings)

Slide 42

Influence (Klout)• Reach

• Relevance

• Resonance

Entertainment

Value

Tactical

Helpfulness

Audience

Inspiration

Visual

Storytelling

Industry

Expertise

Strategic

Insightfulness

0.26***

0.23**0.41***

*** p < 0.001, ** p < 0.01, * p < 0.05

Content

Credibility0.45***0.50***

Responsiveness Empathy

Motivating

Social Influence Study Results (Motivating)

Slide 43

MotivateEvangelists

20% of Influencers

Coaches

Slide 44

Influence Approach- MotivatingPosts are often:

• Optimistic

• Encouraging

• Genuine

• Driven

Provide empowerment• Success stories

• Advocate platforms

• "How to" life lessons

• Energetic talk shows

• Inspirational quotes

• Supportive messaging

Slide 45

Influence Archetype - Evangelists

Seen as passionate crusaders• “Change” enthusiasts

• Spokesperson

• Pioneer

• Genuine

• Spirited

Sports Legal

Politics Finance

EVANGELIST

Rush Limbaugh Dave Ramsey

Stephen A. Smith Jay Sekulow

Slide 46

Influence Approach- Evangelists

Serve as advocates for

change• Focus on:

• touching hearts

• exciting audiences

• encouraging bold steps

• sparking a movement

• Promote change through

personal success

Slide 47

Influence Archetype - Coaches

Seen as leaders• Aspiring

• Optimistic

• Pumped up

• Action oriented

Sports Legal

Politics Finance

COACHES

Jim Cramer

Lou Holtz Nancy Grace

Sean Hannity

Slide 48

Influence Approach- Coaches

Serve as inspirational

models of success• Empowering teams to get the

most out of their resources

• Challenging audiences to think

bigger and bolder

• Achieving excellence in strategy

& tactics

Slide 49

Influence Approach- Considerations

Consider personality• Inspirational appeal

• Content comfort

• Connection style

Consider brand image• Is there a story?

• Do certain archetypes resonate

with audiences?

• Is your brand credible enough to

be the industry pulse?

Slide 50

How to Grow Followers

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Thought Leadership• Creates opportunity to distinguish as trusted advisor

• Requires content useful to target audience

• Requires participation in the right networking groups

Slide 51

What is a Thought Leader?

Recognized as:• Go-to Resource

• Trusted Advisor

• Foremost Authority

• Opinion Leader

Recognized for:• Driving Conversations

• Consistent Education

• Provoking New Mindsets

• Advancing Ideas

• Actionable Strategies

Access• Strategic Visibility (endorsements)

• Entry Point Conversations (groups)

Brand Affinity• Differentiation

• Buyer Trust

Social Influence• Advocacy

• Viral Ideas

BenefitsThought Leadership

Slide 52

What Drives Thought Leadership?

Recognized as:• Go-to Resource

• Trusted Advisor

• Foremost Authority

• Opinion Leader

Recognized for:• Driving Conversations

• Consistent Education

• Provoking New Mindsets

• Advancing Ideas

• Actionable Strategies

Thought Leadership

Relationship Capital• Trustworthiness

• Generous Sharing of Information

Communication• Charisma

• Clarity

Thought Leader Attributes

Access• Strategic Visibility (endorsements)

• Entry Point Conversations (groups)

Brand Affinity• Differentiation

• Buyer Trust

Social Influence• Advocacy

• Viral Ideas

Benefits

Slide 53

What Drives Thought Leadership?

Recognized as:• Go-to Resource

• Trusted Advisor

• Foremost Authority

• Opinion Leader

Recognized for:• Driving Conversations

• Consistent Education

• Provoking New Mindsets

• Advancing Ideas

• Actionable Strategies

Thought Leadership

Consultation Style• Engaging

• Enlightening

Inspirational Appeal• Impassioned

• Envisioned

InfluenceTactics

Content Usefulness • Insightful

• Instructional

Content Effectiveness• Originality

• Problem Knowledge

• Practicality

• Proven Points of View

Content Attributes

Relationship Capital• Trustworthiness

• Generous Sharing of Information

Communication• Charisma

• Clarity

Thought Leader Attributes

Access• Strategic Visibility (endorsements)

• Entry Point Conversations (groups)

Brand Affinity• Differentiation

• Buyer Trust

Social Influence• Advocacy

• Viral Ideas

Benefits

Slide 54

Why Thought Leadership

Networking for Thought

Leadership • Creates opportunity to

distinguish as trusted advisor

• Requires content rigor and

participation in the right groups

Slide 55

Ranked Lawyers in S. Florida

It’s all

about

content.

Endorsement

Rank

Relevant

LinkedIn

Groups

Website

Traffic

(Alexa Rank

000s)

Website

Blog or

Google+

Organizationa

l Interests

Prestigiou

s Honors

& Awards

Reciprocal

Endorsements

and/&

Recommends

Recomme

ndations

Videos,

Posts, TV

Clips,

Magazines

Projects,

Seminars &

Publications

Update Activity

Stream &

Engagement

Twitter

Followers

Gabrielle D'Alemberte 1 2 297 Bimonthly Very Involved Several NA 2 None None NA 6531

Hector Lombana 2 7 19656 None Few Significant NA 1 None None NA NA

John Leighton 3 11 9698 Monthly Chairs Several Several High 7 Featured+++ Seminars NA 0

Scott Leeds 4 3 527 Weekly None Several NA 1 None None NA NA

Philip DeBerard, III 5 6 24113 Bimonthly Several None Very High 4 None None Engaged 385

Spencer Aronfeld 6 6 1349 Daily Some Several NA 5 YouTube+++ Many Pubs NA 8189

Brenda Fulmer 7 8 6120 Biweekly Several Several NA 3 None Volunteer+++ NA 820

Gary S. Lesser 8 3 9278 Bimonthly Chaired Some Several NA 5 None None NA 789

Charles Jamieson 9 1 3253 Periodic Some None NA 14 29 Posts None Engaged+++ 3969

Eric Gressman 10 1 NA None None None Very High 3 None None Engaged NA

Jamie L. Allen 11 7 5024 Weekly Several None NA 8 None One Pub NA NA

John Howe 12 0 9183 Video FAQ Some Significant NA 1 None None Extraordinaire NA

Mitch Panter 13 0 1190 Biweekly None None NA 1 Videos None NA 469

Steven Farbman 14 2 11280 Quarterly Several Boards Some NA 0 None None NA 491

John H. (Jack) Hickey 15 1 1661 None None None NA 2 None None NA 873

Stuart Ratzan 16 6 13674 Monthly Chaired Some Several NA 0 None None NA 801

Michael Feiler 17 2 NA None Some Some NA 0 None None NA NA

Maria L. Rubio 18 3 NA None Some Several NA 0 None None NA NA

Charles Mustell 19 8 NA None None None NA 0 None None NA NA

Andrew Rader 20 10 18652 Periodic Some None NA 9 None None NA NA

Daniel A. Zuniga 21 5 5960 None Few Several Very High 2 None None Engaged 52

Gabriel F. Zambrano 22 4 21253 None Some Several NA 0 Posts & Slides Projects & Pubs Engaged+++ 932

Mariano Garcia 23 0 6120 Biweekly None None NA 2 None None NA 226

Carlos C. del Amo 24 2 NA None Some Some NA 0 None None NA NA

Spencer Silverglate 25 1 13528 None Chaired Some Several NA 14 None Book, Pubs+++ NA 18

Dena Foman 26 2 2456 None None None NA 0 None None NA NA

Katie S. Phang 27 1 1474 None Several Boards Several NA 0 TV Analyst None NA 288

Laura S. Blackman 28 0 NA None None None NA 0 Recent Posts None NA 5

C. Calvin Warriner 29 7 6121 Biweekly Few Some NA 0 None Several Projects NA 212

William E. Johnson 30 0 16156 None None None NA 14 None None NA 243

Slide 56

Content Usefulness

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Thought Leadership• Creates opportunity to distinguish as trusted advisor

• Requires content useful to target audience

• Requires participation in the right networking groups

Slide 57

Thought Leadership with Useful Content

Creating useful content around:• Instructional aids

• Business insights & research

• Self-help decision tools

Slide 58

Content Usefulness

The Case of Personal Injury Lawyers

Slide 59

Content Usefulness

The Case of Personal Injury Lawyers

Slide 60

Content Usefulness

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Thought Leadership• Creates opportunity to distinguish as trusted advisor

• Requires content useful to target audience

• Requires participation in the right networking groups

Slide 61

Networking for Thought Leadership

Connecting for partnering• Potential business collaborators

• Potential referrals

• NOT FOR SELLING!

Gaining LinkedIn endorsements for

credibility• Creating helpful content

• Actively participating in groups

Slide 62

Finding the Right Connections

Connecting with leaders• Validates your credibility as a connection (e.g., shared

connections)

• Validates endorsements

• Permits your content to reach a large, relevant audience

• Offers opportunities for influence outreach & Twitter lists

Slide 63

Selecting Groups from Influencers

Slide 64

LinkedIn for Thought Leadership

930 Avg. LinkedIn Connections

3655 No. of 1st Level Connections

3,399,150 2nd Level Connections

Slide 65

Developing Thought Leadership

Slide 66

Thought Leadership from Content

Quality content reaches

more connections (1%)

Slide 67

Thought Leadership from Content

Quality content reaches more

connections (0.8%)

55% of Endorsements come

from Content & Groups

21%

32%25%

22%

Distribution of Endorsements

Colleagues Content

Group Dialogs Unknown

Slide 68

Using Content to Activate

Slide 69

Creating Followers and Influence

Audience Growth

Social Advertising

Social Promotions

Compelling Content

SEO Targeted Content

Employee Advocates

Influence Outreach

Influence Posturing

Thought Leadership

Building Audiences/Followers

• Advertising for Followers Helps Initial Audience Boost

• Employee/Brand Advocates Helps Long-Term

Engagement

• Compelling Content Capitalizes on Trust Building

• Searchable Content Lasts Forever

• Influence Outreach Jumpstarts Audience

• Influence Posturing Taps into Inspiration/Connection

Appeal

• Thought Leadership Keep Audience (trusted advisor)

Slide 70

Group Project 2b Background

(FOR EVENING CLASS ONLY)

Creating B2B Thought Leadership and Influence with Social Networking

Groups, Webinars, Events and Professional Content SharingIn about 10 slides, discuss your strategy for building thought leadership in your assigned project business. Be

sure to include the following:

1. Identify at least 3 Groups in LinkedIn that would serve as a platform of discussions for your subject

matter expertise – be sure to include the name of Groups, their relevancy and a channel diagram as to

how the group contributes to partnering, co-marketing or otherwise influencing your targeted audience.

Use the Landscapes-to-Go example for rationale.

2. Outline a Slide Share presentation (list 8-10 topic areas) that would kick-start your thought leadership.

Consider research related topics or other break through ideas that would educate your influencers and

peers while potentially spreading the content to their constituents.

3. Describe a webinar you would host on Blab.im or Google+ Hangouts on Air to reach your target

audience. Describe the content of the webinar, its format (e.g., expert roundtable, PowerPoint slides of

research results, embedded instructional videos, etc), your promotional strategy and the targeted

audience. Alternatively, you could consider other HOA events other than a webinar from the list of six

items on page 6.

4. Describe a 6 – 15 sec. video hosted on Vine, Instagram, Snapchat or recorded from livestreaming (e.g.,

Facebook Live, Periscope or YouTube Live) that you would use to broadcast the webinar or alternative

HOA.

LinkedIn Group is relevant to channeled audience

Channel diagram shows comprehensive relationship of key influencers

Groups show promise of though leadership building

Rationale for the group selection is solid

SlideShare presentation idea is relevant to thought leadership

SlideShare presentation topic is worthy of sharing

Webinar is suitable for targeted audience

Webinar format is appropriate for social media strategy and thought

leadership building

Webinar elements are clear and convincing

Short video (e.g., VIne, Instagram or recorded livestream) is appropriate

for webinar launch

Grading Rubric