LET’S BEGIN WITH YOUR
LET’S BEGIN WITH YOUR
COMPANY
YOUR
COMPANY HAS DEEP EXPERTISE
BUT NO MEANS TO SHARE IT
THEY MAY NOT HAVE THE
RIGHT TOOLS
OR THE SOCIAL EXPERTISE
Like him
SO IF YOU WANT TO BE YOUR
INDUSTRY’S
THOUGHT LEADER…
“OKAY BRASS TACKS…
WHO BUYS OUR PRODUCTS?” - DON DRAPER
“WE NEED TO BE
ASKING OURSELVES
WHAT DO OUR
CUSTOMERS
- DON DRAPER
WANT
?
THEN CREATE A COMPELLING STORY
IN THIS STEP
INVEST
WHAT TYPE OF
CONTENT IS
COMPELLING?
THE LIST: EASILY DIGESTED
CONTENT FOR IMPATIENT
INTERNET USERS
THE VIRAL VIDEO: WILL IT BLEND
THE INFOGRAPHIC: VISUALIZING
DIFFICULT OR COMPLEX INFORMATION
CONTROVERSY: THE THIRD RAIL
OF VIRAL MARKETING
HIGH-TECH CONTENT:
APPS AND WIDGETS
CONTESTS: COMPETITION
CREATES BUZZ
THE EXPERT ARTICLE OR
HOW-TO GUIDE
HOW DO YOU KNOW ITS
COMPELLING
EMOTIONAL CONNECTION
“YOU DON’T DANCE?
OR YOU DON’T DANCE WITH ME?” - KEN COSGROVE
YOUR STORY
AND CONTENT
MUST CREATE
AN EMOTIONAL
REACTION
THAT REPEATED
OVER TIME
CREATES AN
WITH YOUR TARGET
AUDIENCE
EMOTIONAL
BOND
HOW DO YOU CONNECT
EMOTIONALLY
VALUES
UNIQUENESS
YOUR
COMPANY
CONTENT ON APPROPRIATE CHANNELS
“AT SOME
POINT, WE’VE
ALL PARKED IN
THE WRONG
GARAGE”
WHERE DO
YOUR
CUSTOMERS
HANG OUT?
WHAT SOCIAL
CHANNELS DO
THEY USE?
WHO ARE THE CURRENT
THOUGHT LEADERS?
WHAT TOOLS ARE COMPANIES USING
NOW?
THE HIGH LEVEL PROCESS
STORY
EMOTION
IT SHOULD END UP AS
GOOD AS THIS SCENE
SO CREATE THE PLAN AND HIRE
THE RIGHT ‘A’ TEAM
CONNECT WITH MARK FIDELMAN