Post on 30-Jun-2015
description
Community and Global Visibility
Mark Miller, Senior Storyteller, @EUSP
Mark Miller, @eusp
Senior Storyteller
NothingButSharePoint
My SharePoint Destinations
InternationalMontrealOttawaTorontoBirmingham, UKLondonNottingham, UKDubaiSydneyCanberra, AUWellington, NZPhilippinesBeijingShanghaiSwitzerlandFranceUruguayArgentianChileAntarctica
United StatesVirginiaMichiganFloridaDenverNew York CitySan FranciscoLos AngelesWashington DCBaltimorePhilidelphiaBoston
Agenda
A case study in marketing to the global SharePoint Community
The “Five” Step Process
1 2 3 4 5
The purpose:Raise awareness, build trust, develop relationships, in order to… sell
The theory:Trust based selling.
Why YOU want to build community
A Brief History
Global 360, EndUserSharePoint
The Company
The Problem: Visibility/Credibility
The Solution
The Outcome
The Outcome
July 2011
$260,000,000OpenText acquires Global 360
The Five Step Process
How We Did It
1 2 3 4 5
Create your “story”
1
Find your market influencers
2
Align with the “Big Dog”
3
Drive activity around your story
4
Make everyone a marketer
5After
And now… the rest of the story
Create Your Story
What are you REALLY about?
1
“If you own the story…you get to write the ending.”
― Brené Brown
“What is the REAL story?”Apple | Zappos | Amazon
Seriously… what is YOUR story?
It is NOT about the technology
Find Your Market’s Influencers
Influencer50 Project
2
The Influencer Metamorphosis
31
The Influencer landscape has changed considerably over the past decade,
Key influencers are no longer an easily targeted single group.
Who are the Influencers?
What is Influencer50?
Segment the Influencers
Influencer Campaign
1 Learn who the influencers are. Don’t guess.
3
2 Create an Influencer Plan. Corporate Wide.
4
Embrace individuals. Engage their passions.
Track and monitor regularly. Re-audit in 12 months.
Incremental Rollout
Outcome
Received global visibility through external blog posts, articles and mentions on other sites
Global 360 received exponential increase in number of hits to site
You have a story.You have an audience.Now what?
Align with a “Big Dog”
3
Local
RelationshipsCity by City
National
RelationshipTreat like a major client
Drive Awareness and Activity
Create value for everyone
4
Drive Awareness: External Sites
Drive Awareness: Digital Destinations
Drive Awareness: Videos
Drive Activity: Trade Shows
Drive Activity: Web Casts
Drive Activity: eBooks
Drive Activity: Survey
Drive Activity: Response to Survey
Make everyone a marketer
Engage the entire company
5
Everyone is a Marketer
Before
IOS
Maintenance
After
Accounting
Order Fulfillment
Email Signature
Best Regards,Mark Miller, Social Media and Community Strategist
PS: Have you hear the sad, true story of ‘Ira the Invoice’?
Recent Speaking Engagements-- Dubai, United Emirates-- Africa - Johannesburg|Cape Town|Nairobi -- South America - Argentina| Uruguay |Chile-- Antarctica (Yes, Antarctica!)-- Canada – Montreal | Toronto-- UK – London | Birmingham | Nottingham-- USA - San Francisco| Boston | New York | Washington DC | Denver-- Southeast Asia - Beijing | Hong Kong |Singapore | Ho Chi Minh City | Manila-- Sydney, Australia | Wellington, New Zealand
Personal Note
“Thank you for saving a life today.”-- Personal note on bill to hospital
Summary
The “Five” Step Process
1 2 3 4 5
Create your “story”
1
Find your market influencers
2
Align with the “Big Dog”
3
Drive activity around your story
4
Make everyone a marketer
5After
Now, it’s your turn.
Community and Global Visibility
Mark Miller, Senior Storyteller, @EUSP