The Path to Engagement is Paved with Purpose

Wednesday, October 29, 14

Your Host

@FusionSpark

Russell SparkmanCEO / Executive Producer

FusionSpark Media, Inc.

@FusionSpark #CMPurpose #InfoDevWorld

Brand Sponsored & Cause Related, circa 2000

Today’s Discussion

Hashtags

#CMPurpose

Topics

• Trends in Marketing, Biz & Society

• Why “Purpose” focus?

• The “Greater Good” Purpose of Content

• The Utility Purpose of Content

#InfoDevWorld

3 Typical Responses

“WTF?”

“WTF?” “Meh.”

“WTF?” “Meh.” “Yes!”

Marcio Jose Sanchez/Associated Press

Apple gave away U2’s latest album with iPhone 6 launch.

What could possibly go wrong?

“Oops ... I’m sorry about that.”

“There’s a lot of noise out there.”

That’sU-frickin-2!

That’sU-frickin-2!(In other words,we’re screwed.)

Content Marketing’s Role

I think I’ll produce and distribute content to

reach my prospects.

The problem is ...

Until relatively recently ...

#NPcontent@FusionSpar

Purpose taps into the authentic “self” of a brand

It’s “knowing thyself.”

It’s finding alignment.

With alignment, answers to questions about content that engages come more easily.

Values are in:

•establishing purpose for employees and customers

Values are in:

•establishing purpose for employees and customers•serving needs greater than their own

Values are in:

•establishing purpose for employees and customers•serving needs greater than their own•enabling personal growth

Values are in:

•establishing purpose for employees and customers•serving needs greater than their own•enabling personal growth•building community.

Values are in:

Tech Savvy • Community-centric • Socially Aware

Which gets the most Facebook Shares?

Purpose = Meaning

Purchasing Decisions

Employment Decisions

Entrepreneurial Decisions

2nd Career Decisions

“Consumers are spending

money, but they're more

inclined to spend it only

with businesses they

feel good about.”Source: Gallup Business Journal, July 22, 2014

Why “Purpose” focus?

“Consumers will support businesses

they feel emotionally connected to,

but will ignore those they don’t.”

Source: Gallup Business Journal, July 22, 2014

Why “Purpose-focus”?

“Marketers around the world overwhelmingly believe ‘purpose’

needs to be part of a successful brand building strategy.”

World Federation of Advertisers (WFA), March 2014

And who is listening ... ?

@FusionSpark #CMPurpose@CMIContent

Who’s Doing It?

Who’s Talking About It?

Discussion Point #1 - Businsess PurposeRobert Rose’s Power of Story

@Robert_Rose

Discussion Point #1 - Businsess Purpose

Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial Study

The “Greater

Good” ContentPuzzle

81%of employees

consider a brand’s CSR activities when choosing where to work.

The “Greater

81%of employees

80%of global

consumers think brands should tell them about their

cause-related activities

The “Greater

81%of employees

80%of global

Top 3Position of “interesting

content” as a reason people follow a brand

The “Greater

Insert stats from:• Edelman Trust Barometer• Deloitte Core Beliefs• Cone Comm / Millienial StudyBOOMERS

and millennials

will buy from a brand that is socially or

environmentally active.

81%of employees

80%of global

Top 3Position of “interesting

content” as a reason people follow a brand

Sources:Edelman Good Purpose ReportDeloitte Core Beliefs SurveyCone / Echo Global CSR Survey“Meaningful Brands” Global SurveyContent Marketing Institute

The “Greater

The “Greater Good” Content Opportunity

Source: How to Improve Lives & The Bottom Line through Content Marketing Infographic

“Greater Good” Purpose: Unilever Project Sunlight

Purpose StatementEncourage small actions everyday that make the world a healthier, safer & sustainable place for children to live

Content ActivitiesProjectSunlight.org hub of information, tools and action steps

Nonprofit PartnersWorld Food Programme (meals), Save the Children (drinking water), UNICEF (hygiene)

Business OutcomeLaunched Nov. 2013, has achieved 77 Million video views, 3 million website visits, 300,000+ sign ups

Nonprofit PartnersWorld Food Programme (meals), Save the Children (drinking water), UNICEF (hygiene)

“Greater Good” Purpose: Dumb Ways To Die

Purpose StatementEncourage safety around rail systems in Australia and decrease rail-related accidents in the country

Content ActivitiesFun animation, catchy melody, website and mobile games

Business Outcome$60 Million in Earned Media in 6 weeks, and 21% decrease in accidents compared to previous year

OtherAustralian Metro is a “small” marketer that achieved global reach and recognition with purpose-focused campaign

Utility Content that Fulfills a Purpose

How do I answer a problem or meet a need?

It’s about becomingan Indispensable Resource

It’s more about Teaching than Selling

It’s about becomingan Indispensable Resource

Utility Purpose: American Express Open Forum

Purpose StatementHelp small businesses succeed with marketing, hiring & growth

Utility PurposeHighly interactive, informative Expert editorial and User-generated content focused upon small business success advice

Business OutcomeStarted in 2007, now has 1,000,000+ visitors per month; Open Forum is a natural digital extension of Amex’s content since the 1960s (i.e. Travel & Leisure, Food & Wine, etc.)

Utility Purpose: FloridaYards.org

Purpose StatementThe purpose is to give Florida gardeners the ability to create environmentally friendly landscapes

Utility PurposeCreate Florida-landscaping 101 tutorials and a database for making plant selections

Business Outcome#1 in Google Search Rankings for 9 years, based on original investment in evergreen content

OtherRecent discussions about upgrades

Utility Purpose: Kleenex

Purpose StatementThe purpose is to prepare people for the flu season with preventive care information

Utility PurposeCreate a tool that predicts flu outbreaks

Business OutcomeIncreased customer purchase intent to buy by 11%, and social media buzz by 289%

OtherRepurposed again in 2014, at www.Achoo.com

That’s the Path.

Through Purpose, Find Meaning.

That’s the Path.

From Meaning, Learn What Matters.

That’s the Path.

Knowing What Matters Creates Alignment.

That’s the Path.

Alignment Leads to Content That Engages.

That’s the Path.

Alignment Leads to Content That Engages.

That’s the Path.

The Path to Engagement is Paved with Purpose

The Path to Engagement is Paved with Purpose

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