CROWDSOURCING CONTENT Tools  &  Tac)cs  for  Par)cipa)on  Marke)ng  with  Influencers  

@LeeOdden    -­‐    TopRankMarke)ng.com  

@leeodden  #PRSAICON  

About  @LeeOdden  &  @TopRank  

@leeodden  #PRSAICON  

Tradi)onal  Public  Rela)ons  

!   Develop  Strategy  &  Messaging  

!   Client  Develops  Content  

!   Pitch  Client  Content  to  Earn  

Media  Coverage  

Image:  ShuMerstock  

@leeodden  #PRSAICON  

Lis)cles  &  Cat  Pics  Bea)ng  NY  Times?  

Source:  Nieman  Journalism  Lab  New  York  Times  Innova)on  Report    

@leeodden  #PRSAICON  

17,000+  newsroom  jobs  have  been  lost  since  2007  

Source:  ASNE  census  

Image:  ShuMerstock  

@leeodden  #PRSAICON  

Consumers  &  Media  Have  Changed  

Informa:on  Sources  

Social  Mobile  Tech  Use  

Shortened  News  Cycles  

Boost  in  Brand  Publishing  

Image:  ShuMerstock  

@leeodden  #PRSAICON  

PR Brand Journalism

Earned Media Native

Ads Owned Media

hGp://tprk.us/contentpr  

The  Role  of  PR  is  Evolving  

Image  source:  ShuMerstock  

@leeodden  #PRSAICON  

“Brands  no  longer  need  to  rely  exclusively  on  tradi:onal  publica:ons  to  create  content  to  gather  audiences  for  adver)sers.  Rather,  brands  now  have  the  freedom  to  speak  to  their  audiences  directly.”  

Stephanie  Losee,  Managing  Editor,  Dell  

Brand  to  Consumer  Publishing  

@leeodden  #PRSAICON  

Brand  Publishing  

@leeodden  #PRSAICON  

Brands  Answering  the  Call  for  Content  

@leeodden  #PRSAICON  

“If  you  want  to  be    in  the  media,  

become  the  media.”  @leeodden  

#PRSAICON   @leeodden  

PR  &  Marke)ng  Are  Converging  

Image:  ShuMerstock  

! Strategy  &  Messaging  ! Comms/Content  Plan  ! Create  Content  &  Media    ! Publish,  Pitch  &  Promote    (Earned,  Owned,  Paid)  

! Engage:  Grow  Networks,  Lists  ! Monitor  KPIs,  Measure  Outcomes  ! Op)mize  Message,  Content  &  Pitch/Promo)on  Mix  

@leeodden  #PRSAICON  

•  Ar:cle  Marke:ng    •  Advertorial    •  Blogging    •  Case  Studies  •  Crowdsource    •  Curate    •  Digital  NewsleGers  •  eBooks    •  Email    •  Interac:ve  Games  •  Images  &  Infographics  •  Interac:ve  Tools  •  Microsites  •  Mobile  Applica:ons    •  Mobile  Content    

•  News  Release  •  Online  Magazines  &  Apps  •  Podcasts  •  Print  Magazines    •  Print  NewsleGers    •  Real-­‐World  Events    •  Research  &  Surveys    •  Social  Content    •  Teleclass  &  Telecasts    •  Tradi:onal  Media    •  Videos    •  Virtual  Conferences    •  Webinars    •  Wikis    •  White  Papers    

tprk.us/30cmtac:cs  

Content  Marke)ng  Tac)cs  

Image  source:  ShuMerstock  

@leeodden  #PRSAICON  

Content  Marke)ng  Maturity  

Stasis Focus:  status  quo  Sta)c  Few  resources  Ini)al  experiments  Brand  centric  

Production Focus:  quan)ty  Strategy  Process  Crea)on  “More  is  BeMer”  SEO  centric  

Utility Focus:  quality  Func)onal,  useful  Customer  focused  Refined  process  Social  centric  

Storytelling Focus:  experience  Seek  to  dominate  USP  Brand  leadership  Op)mized  buy  cycle  Integra)on  Mul)  &  Omni  Channel  

Monetization Focus:  ecosystem    Marke)ng  ROI  Content  Publishing  ROI  Syndica)on  ROI  Services  ROI  Scale  

Source:  TopRank  Online  Marke)ng  

@leeodden  #PRSAICON  

Top  Content  Marke)ng  Challenges  

Challenged  to:  Create  a  Variety  of  Engaging  Content  on  a  Consistent  Basis  

@leeodden  #PRSAICON  

How  can  PR      scale  content  and  create  a  compe::ve  marke:ng  advantage?  

Par:cipa:on  Marke:ng!  Brands  co-­‐crea)ng  content  with  internal  &  external  influencers  for  mutual  benefit.  

Image:  ShuMerstock  

@leeodden  #PRSAICON  

Par:cipa:on  Marke:ng  is  the  democra)za)on  of  content  crea)on  and  promo)on  by  co-­‐crea)ng  content  

with  subject  maMer  experts,  influencers  and  your  community.    

@TopRank

@leeodden  #PRSAICON  

85% Consumers  seek  out  trusted  expert  content  when  considering  a    purchase.  Nielsen    

Buyers  Trust  Experts  &  Influencers  

Consumers  trust  peer  recommenda)ons.  Only  33%  trust  ads.  Nielsen  

90%

@leeodden  #PRSAICON  

Millennials  and  the  Media  

30% Millennials  spend  30%  of  total  media  

)me  on  peer  created  content.  Source:  Crowdtap  

50% Millennials  trust  content  created  by  peers  50%  more  than  other  media.  

Source:  Crowdtap/Ipsos  

@leeodden  #PRSAICON  

Authen:city:  From  “real  people”  Quality:  Taps  Exper)se  Variety:  Create  more  quality  Engagement:  SMEs  &  Influencers  Reach:  Par)cipa)on  Inspires  Ac)on    Scale:  Distributes  Content  Crea)on   Image:  ShuMerstock  

Advantages  of  Content  Co-­‐Crea)on  

@leeodden  #PRSAICON  

rei1440project.com  

1,440  images,  videos  per  day  

@leeodden  #PRSAICON  

FX  –  The  Americans  

@leeodden  #PRSAICON  

Kraj  Crowdsourced  Recipes  

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).

Source:  TapInfluence/Influi)ve  

@leeodden  #PRSAICON  

QuickBooks:  Small  Business,  Big  Game  

Intuit 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  #PRSAICON  

Theme  

Analyze   Op)mize  

INFLUENCERS  Iden)fy   Qualify  

Recruit  

Tips/Quotes   Interviews  

Infographic   Social  Shares   Social  Graphics  eBook(s)  

Audio/Video  

Collect   Create  

Publish   Pitch   Promote  

Repurpose  

#PRSAICON   @leeodden  

For  Co-­‐Created  Influencer  Content  

Image:  ShuMerstock  

6  Best  Prac)ces  

@leeodden  #PRSAICON  

AwarenessEngagementConversion

Image:  ShuMerstock  

1.  Program  Goals  

@leeodden  #PRSAICON  

Co-­‐Created  Influencer  Content  Grow  Awareness:  Conference  Speakers  Agency  Sponsor    Engage:  Influencers  &  Brands  Prospec)ve  Delegates  Industry  Marketers  Prospec)ve  Clients  

@leeodden  #PRSAICON  

•  Research  •  Engage  •  Recruit  

“Brandividuals  are  popular.    

Influencers  are  effec)ve  at  crea)ng  

popularity.”  

Image:  ShuMerstock  

2.  Recruit  Influencers  

@leeodden  #PRSAICON  

Disclosure:  Traackr  provides  access  to  TopRank  at  no  cost.  

Followerwonk  BuzzSumo  Keyhole  GroupHigh  Linkdex  Appinions  Tribealy)cs    

@leeodden  #PRSAICON  

     40+  Brand  Contributors  

@leeodden  #PRSAICON  

! RT  status  updates  !   Comment  on  blog  posts  !   Liveblog  their  session  !   Interview  them  !   Co-­‐create  content  !   Interact  during  an  event  

Influencer  Stalking  Engagement  

@leeodden  #PRSAICON  

Modular  Topics  Media  Mix  

Collect  Humor  Persistence  

Image:  ShuMerstock  

3.  Co-­‐Create  Content  

@leeodden  #PRSAICON  

Integrate  Brand  &  Influencer  Content  

Brand Story / USP

=  Themes,  Topics,  Keywords  

Customer Pain/Goals Cross Posted

Blogs

Social Networks

Industry Media

Customer Pain

Branding

Contributed Content

Brand Solution

SEO Keywords

CTA

Proof

SEO Keywords

Image Assets

SEO

Influencer Content

Social Networks Contributed Content

@leeodden  #PRSAICON  

Many  Co-­‐Crea)on  Opportuni)es  

Influencers  Subject  MaGer  Experts  Customers  Events  eBooks  Blog  Posts  Interviews  Expert  Resources  Social  Content  (tchats)    

White  Papers  eBooks  Guides  Case  Studies  Blog  Posts  Interviews  Events  

Case  Studies  Product  Reviews  Contests  Surveys  Tes)monials    

Quotes,  Tips,  Endorsements  

Text,  Audio,  Video,  Images  

@leeodden  #PRSAICON  

           Variety  of  Content  Assets  

@leeodden  #PRSAICON  

Image:  ShuMerstock  

4.  Promote  Content  

Make  it  Easy  

Egos  are  Powerful  Make  it  Fun!  

Quality  Travels  

Compensate  

@leeodden  #PRSAICON  

     Inspire  Amplifica)on  

Content  Marke)ng    Rocks  

Content  Marke)ng    eBook  

Content  Marke)ng    Tips  

Content    Marketers  

Content  Marke)ng    Experts  

Content  Marke)ng    Influencers  

Content  Marke)ng  Guide  

Content  Marke)ng    Conference  

@leeodden  #PRSAICON  

eBook  Blog  Post  

Infographics  

Industry  Ar)cle  

Micro-­‐Content  Influencers  

Modular  Repurposing  &  Promo)on  

@leeodden  #PRSAICON  

Influencer  ac:ons  Influencer  effects    CONTENT  Reach  &  Visibility  Engagement  Shares  &  Men)ons  Leads  Sales  

ATTRACT:  Discovery  ENGAGE:  Consump)on  CONVERT:  Ac)on  

Image:  ShuMerstock  

5.  Performance  

@leeodden  #PRSAICON  

Key  Metrics  for  Content  Marke)ng  

Attract Engage

$$$

Convert Reach  Search  Visibility  Social  Network  Visibility  Views  &  Impressions  Traffic  by  Source  Traffic  by  Segment  Content  Distribu)on  Media  &  Blog  Placements  Brand  +  Affinity  Brand  Sen)ment  

Content  Consump:on  Page  Views  Click  Through  Rate  Social  Network  Size  Social  Interac)ons  Content  Interac)ons  Comments,  Shares  Time  on  Site,  Content  Paths  Through  Site    

Form  Data  Captured  NewsleMer  Subscrip)ons  Demo  &  Trial  Requests  Contact  Us  Orders  -­‐  Order  Volume  -­‐  Order  Frequency  -­‐  Length  of  Sales  Cycle  -­‐  Revenue  Per  Order  

@leeodden  #PRSAICON  

KPIs  Outcomes  &  Recogni)on  200,000+  Views  eBooks  

4,000+  Downloads  eBooks  

15,000+  Social  Shares  

1,000+  Leads  ”More  Info”    

@leeodden  #PRSAICON  

Feedback  Include  in  content  Connect  on  social  Refer  them  business  Cite  in  the  media  

Image:  ShuMerstock  

6.  Rela)onships  

@leeodden  #PRSAICON  

Serialize  Co-­‐Crea)on  Programs  2012   2013   2014  

2015  

@leeodden  #PRSAICON  

Takeaways    

Iden)fy  content  goals  &  topics,  then  find  a  tool  to  research  &  engage  influencers.  

1  

2  

3  

What  prospect  ques)ons  can  influencers  answer  for  you?  Map  to  content  plan.  

Start  by  asking  easy,  simple  ques)ons.  Build  a  rela)onship  –  it  will  pay  dividends  repeatedly.  

@leeodden  #PRSAICON  

We  Can  Do  This!  

Image:  knowyourmeme.com  

@leeodden  #PRSAICON  

@LeeOdden  lee@toprankmarke)ng.com    We’re  Hiring!  TopRankMarke)ng.com/careers/    

THANK YOU

•  Account  Mangers  •  Content  Marke)ng  Manager  •  Copywriters  •  Digital  PR/Influencer  Marke)ng  •  PPC  Lead  

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