Post on 12-Jul-2015
Entertainment Tips for an Online Community
Keeping your B2B audience engaged
Melissa Mines & Tim Washer
Get with the (marketing) Plan
CONDÉ NAST MULTIMEDIA APPROACH via Edelmann 6/10
DigitalMagazines
ExceptionalContent
Mobile
Magazines
WebProperties
DigitalVideo
Events
IntegratedMarketing
ConsumerJournalismBlogging
Inception
Get with the Plan
Understand the marketing plan and strategy, and social media’s role
Build relationships and trust with partners in Marketing, PR, AR, Legal, HR
– Meet 1:1 in person vs conference call when possible
Agree on Social Media Objectives
– Increase awareness, educate, inform, entertain,
– Set realistic expectations: e.g. A 60 sec comedic YouTube video will not likely sell too many $80K routers
Cisco SP Marketing SM Objectives
Align targeted audience with messaging, and expand the reach with authentic conversations
Amplify messaging by bringing in new perspectives, analysts and bloggers
Engage constituents by creating SM campaigns, balancing technical content with entertaining spots
– Convert followers to fans
Story Trumps Messaging
Focus on compelling storytelling versus “brochure” copy
Share the knowledge and personalities of experts
If that fails, rely on the ridiculous
– Humor/wit is a powerful tool in driving awareness and helping the brand stand out among the blogosphere clutter
– Provides entertainment and sense of appreciation
– A welcomed break for the serious
Business Customers Don’t Change Who they are at Work
Image credit
Gaming: Educate and Entertain
Learn & Play: Defend the Network from the forces impacting the edge using the ASR
Reward: Tournament of Aces
Encourage “sharing” through competition
Digital Marketing AwardsFinalist
40k Downloads 120k Page views57k+ Facebook Fans
Online Community: Engage through Experience
Prep the Net: Engage through InteractionShare. Underscore Messages. Have fun.
10,000 Interactions by 3rd week 1,000 Images uploadedAll Continents represented*