Participation Marketing The New World of Content Co-Creation,

Influencers & Integration for PR

@LeeOdden, CEO TopRank Marketing

Image:Shu+erstock

@leeodden

AboutLeeOdden&TopRankMarke?ngmarke?ngblog.comtoprankmarke?ng.com

@leeodden

3KeyConcepts

ContentMarke?ngInfluencerMarke?ng

Par?cipa?onMarke?ng

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@leeodden

Tradi?onalPublicRela?ons

ü  Strategy&Messaging

ü  ClientDevelopsContent

ü  PitchClientContentto

EarnMediaCoverage

Image:Shu+erstock

@leeodden

Lis?cles&CatPicsBea?ngNYTimes?

Source:NiemanJournalismLabNewYorkTimesInnova?onReport

@leeodden

17,000+newsroomjobslostsince2007Source:ASNEcensus

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@leeodden

Consumers&MediaHaveChanged

Informa(onSources

ShortenedNewsCycles

SocialMobileTechUse BoostinBrandPublishing

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@leeodden

TheRoleofPRisEvolving

PR Brand Journalism

Earned Media Native

Ads Owned Media

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@leeodden

PR&Marke?ngConvergence

@leeodden

TheconvergingroleofPRwithcontentandmarke?ngiscrea?ngdemandfornewstrategies,skillsandexpecta?ons.

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@leeodden

TheBrandPublishingImpera?ve

StephanieLosee,Execu?veDirectorofBrandContentPOLITICO

“Brandsnolongerneedtorelyexclusivelyontradi(onalpublica(onstocreatecontenttogatheraudiencesforadver?sers.Rather,brandsnowhavethefreedomtospeaktotheiraudiencesdirectly.”

@leeodden

“If you want to be in the media, become the media.”

@leeodden

Image:Shu+erstock

@leeodden

BrandsAreAnsweringtheCallforContent

@leeodden

Communica?onsprofessionalsthatcanfast-tracktheirabilitytoadaptandevolvewithcontent

marke?ngwillgainacompe??veadvantage.Image:Shu+erstock

@leeodden

“ContentMarke?ngistheplanning,crea?on,andamplifica?onofbrandandcustomerfocused

narra?vesthatdrivemeasurablebusinessoutcomes.”@TopRank

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@leeodden

ContentMarke?ng,PR&Media

Earned Paid

Owned Co-Created

MediaRela?onsBloggerRela?ons

Na?veAdsSponsoredContentSocial&PPCAds

InfluencerContentCommunityContentCurated&Collabora?veContent

WebsiteBlog

BrandSocialContent

PR

@leeodden

TopContentMarke?ngChallenges

Challengedto:CreateaVarietyofEngagingContentonaConsistentBasis

@leeodden

HowcanPRscalecontentandcreateacompe((vemarke(ngadvantage?

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@leeodden

Ubiquitousconnec?vityhasturnedconsumersintopublishersandtheyexpectpar?cipa?on.

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@leeodden

Par(cipa(onMarke(ngisthedemocra?za?onofcontentcrea?onandpromo?onbyco-crea?ngcontent

withsubjectma+erexperts,influencersandyourcommunity.

@TopRank!

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@leeodden

AdvantagesofContentCo-Crea?on

Authen(city:From“realpeople”Quality:TapsExper?seVariety:CreatemorequalityEngagement:SMEs&InfluencersReach:Par?cipa?onInspiresAc?onScale:DistributesContentCrea?on

Image:Shu+erstock

@leeodden

BuyersTrustExperts&Influencers

85% Consumersseekouttrustedexpertcontentwhenconsideringapurchase.Nielsen

Consumerstrustpeerrecommenda?ons.Only33%trustads.Nielsen

90%

@leeodden

TheyAlsoTrustEachOther

@leeodden

HowAreBrandsInspiringPar?cipa?oninContentCrea?on?

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@leeodden

rei.com/1440project

@leeodden

Minnetonka:CrowdsourcedEcommerce

h+ps://www.minnetonkamoccasin.com/myminnetonka/

@leeodden

FX–TheAmericans

@leeodden

DoritosCrashtheSuperbowl

“Ihave25,000adsinthecan…andthey’refree!”

Frito-LayChiefMarke?ngOfficer,AnnMukherjee

6,100adsubmissionsin1year

@leeodden

KraoCrowdsourcedRecipes

Source:TapInfluence/Influi?ve

Kraft engaged 180 food bloggers to create and promote branded recipe content via social media. Recipes included Kraft products and drove traffic using a coupon only redeemable at Target stores. Kraft drove huge ROI (3,100%) while saving money (per recipe cost dropped from $500 each to $200).

@leeodden

QuickBooks:SmallBusiness,BigGameIntuit QuickBooks: Small Business, Big Game Activities invite entrants to create useful content that can help other businesses. Top votes winner gets a Superbowl Ad. 1,000’s of entrants, millions voted. Huge media ROI for Intuit.

@leeodden

CMWorld:ModularMul?-Channel&Media

@leeodden

Co-Crea?onCampaignstoCommunity

Campaigns40,000Views413Downloads6,000Shares100’sReferrals20NewInfluencers

SequencedAssets218,971Views15,000+Shares4,023Downloads1,040Leads100’sReferrals

Cumula?ve:10Projects1Million+Views50+InfluencerAssets140NewInfluencers(50CMO/VPs)Leads&Revenue++

@leeodden

Intersec?onofContent&InfluencerMarke?ng

Image:Traackr(client)

@leeodden

InfluencerContentEngagement

BrandCreated:QuotesSocialContent/SharesShortInterviewLongInterviewBlogPosts,EbooksVideo/VisualContentEventsContributedAr?clesContests

InfluencerCreated:SocialContent/SharesProductReviewsBlogPostsVideos/VisualContentEventPresenta?onsWebinarsEndorsements

Co-Created:Twi+erChatsEventPanel/Presenta?onWebinareBooks/SlideShareVideos/VisualContent Image:Shu+erstock

@leeodden

Theme

Analyze Insights

@TopRankINFLUENCERCONTENTFRAMEWORK

Iden?fy Qualify Recruit

Tips/Quotes Interviews

Infographic SocialShares SocialGraphicseBook(s)

Audio/Video

Collect

Create

Publish

Pitch

Promote

Repurpose

Events

Audience BrandGoals

Email Phone/Skype Forms

Website BrandBlog ContentMarke?ng

BrandSocnets Influencers SocialAds/PPC Email

IndustryBlogs IndustryMedia

InfluencerBlog

Iterate/Op?mize

Medium LIPulse Modular Image:Shu+erstock

@leeodden

PuwngPar?cipa?onMarke?ngintoAc?onIn5Steps

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@leeodden

1.StoryPlanningWhatthemeortopicareyoupromo?ngforyourbrand/product?

LinkedIn=“OnlineResume”“CandidateRecrui?ng”LinkedIn=“B2BMarke?ng”“SocialAdver?sing”

@leeodden

LinkedInMarke?ngSolu?ons

21,000%ROI

@leeodden

2.Ac?vateContentPar?cipantsListApproach:1.  Includeonalist2.  Quoteinanar?cle3.  Doaninterview4.  Invitetocollaborate

Engage:1.  Follow2.  Share,Like,Comment3.  Talk.InPerson!

FollowerWonkKlearKeyholeBuzzSumoOnaly?caNimbleGroupHighBrandwatchLi+leBirdTraackr

@leeodden

InfluencerToolWorkflow

Topic

BuzzSumo

GroupHigh

Traackr

ResultsInfluencer1Influencer2Influencer3

ResultsInfluencer1Influencer2Influencer3

ResultsInfluencer1Influencer2Influencer3

ResultsInfluencer1Influencer2Influencer3

GoalTopic Search Validate CommunicateEngageRecruitPromote

Correlate MonitorAnaly(csReport

GroupHigh

Traackr Traackr

@leeodden

3.Co-CreateContent

Na?veAdver?singBloggingCaseStudiesContentCura?onDigitalNewsle+ersEarnedMedia(PR)eBooksEmailMarke?ngGamifiedContentInfluencerContent

Infographics/ImagesInterac?veContentMicrositesMobileApplica?onsMobileContentNewsReleasesOnlineMagazinesPodcastsPrintMagazinesPrintNewsle+ers

Real-TimeVideoReal-WorldEventsResearch&SurveysSocialContentTradi?onalMediaUserGeneratedVideoContentVirtualConferencesWebinarsWhitePapers

Image:Shu+erstock

@leeodden

4.AmplifyContent

•  Promoteonsocial•  Emaildistribu?on•  Crosspost•  Op?mizeforkeywords•  Inspireinfluencers

@leeodden

TheRightInfluencersInspireOtherInfluencers

@leeodden

5.Op?mizePerformance

Convert

ReachSearchVisibilitySocialNetworkVisibilityInfluencerPromo0onViews&ImpressionsTrafficContentDistribu?onMedia&BlogPlacementsBrand+AffinityBrandSen?ment

ContentConsump/onPageViewsClickThroughRateInfluencerInterac0onSocialNetworkSizeSocialInterac?onsContentInterac?onsComments,SharesTimeonSite,ContentPathsThroughSite

FormDataCapturedNewsle+erSubscrip?onsDemo&TrialRequestsNewInfluencersContactUsOrders- OrderVolume- OrderFrequency- LengthofSalesCycle- RevenuePerOrder

EngageAYract

@leeodden

Glassdoor–CuratedQuotesResults:90,000views70%clicktodownload

@leeodden

EventFarm–Interviews&Repurposing

Results:1,084registra?ons626leads257MQLs

Source:DGRKillerContentAwards

@leeodden

@IBMCommerce–InfluencerCommunityIBMturnedtoagroupof#NewWayToEngageFuturists:Trustedexternalthoughtleaderswitharecordofinnova?on.

@leeodden

Takeaways1.Iden(fy&qualifycollaborators:internally,externally.Challengethemwithgoals&rewardwithrecogni?on.

2.Setclearexpecta(ons:foryourcontentandforcontributors.Iden?fyKPIstomonitorprogresstowardsbusinessoutcomes.

3.Findtherighttools&resources:Strategy,influencerdiscovery&management,analy?cs,op?miza?on.

Image:Shu+erstock

@leeodden

ThankYou!

Ifyouwantyourcontenttobegreat,askinfluencersandyourcommunityto

par(cipate!

LeeOdden@leeoddenlee@toprankmarke?ng.com

TopRankMarke(ng.comMarke?ngBlog.com

hYp://tprk.us/prsacc16