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Marketing 3.0: Creating a Faster Path to Innovation and Results
The document outlines strategies for marketing and innovation discussed during a panel at the Ideas Conference on March 10, 2014. It presents five main problem areas—content marketing, storytelling, digital presence, and agile marketing—and offers solutions including leveraging social media, improving member engagement, and enhancing digital strategies. Key takeaways include the importance of storytelling, utilizing analytics in digital presence, and adapting to changes in member recruitment and retention.
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Marketing 3.0: Creating a Faster Path to Innovation and Results
- 1. Marketing 3.0: Creatinga Faster Path to Innovation and Results Monday, March 10, 2014 3:15 – 4:30 pm Hashtag: #ideas14 LS5
- 2. Agenda/Format • 5 Problems,5 Solutions + Overview, Tools & Tips • From 4 AMC panelists representing 124+ associations • Question Break After Each Category • 4 Categories – Content Marketing/Creation – Storytelling – Digital Presence – Agile Marketing/Management • More details in handout
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- 4. A Chart IdentifiesGaps & Opportunities Problem: How to expand our market to new segments Solution: Understand value via content creators and consumers, identify new member format
- 5. Increasing Exhibitor ValueThrough Marketing Campaign Goals: • Added value to exhibitors • Increase Ad revenue in support of NANN’s “WIG” • Provide attendees an early look at new products
- 6. Increasing Exhibitor ValueThrough Marketing The Campaign: • • • • Emails to showcase up to 14 exhibitors’ products 2 sent before event and 2 sent throughout year Enhanced visibility for exhibitors/advertisers before and after event Additional conference marketing opportunity 53% of exhibitors polled showed interest in participating in the emails
- 7. Increasing Exhibitor ValueThrough Marketing The Results… Email launch early March - anticipated revenue in year 1 is $50,000 - $75,000.
- 8. The Problem WithPecans • Product awareness • Geographic boundaries • Editorial gatekeepers
- 9. Solution Getting them outside the pie! • Facebook,Pinterest, Twitter • Engaging Content: Recipes • Advertising
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- 11. A Game AddsBuzz to A Meeting Problem: Need to increase interest in meeting program Solution: A keynote quiz, promoted across social media, app and web
- 12. Content Marketing Strategy To mindfully create and share valuable messaging that attracts a consistent readership, influences mindshare, and accelerates buying decisions in a non-sales way. Nasheen Liu, VP of marketing at The IT Media Group Content should do three things: tell a story, speak in your audience's language, and initiate an action. Three tips: – Don’t forget your internal audience – Insource your content but control the output – Outsource your topics to industry experts
- 13. Content Marketing StrategyGoals Build a thought leadership position within your market Create greater brand awareness Identify potential members interested in what you’re doing, and Ultimately generate a positive ROI for the association
- 14. Challenges No definedpurpose for each social media platform Wrong people in charge of the effort Doing PR the same way you used to five years ago Confusing content marketing strategy with sales strategy
- 15. Resources & Tools • • • • • • • • • • • • • Animoto– create multimedia shows from photos Tagxedo – cloud graphics Evernote’s Skitch – annotations and sketches to make a point Powtoon – free animated video creation Piktochart – free infographic creators Generators – graphics creators Jing – www.techsmith.com/jing - record how to do something on screen Hubspot’s The Marketer’s Crash Course in Visual Content Creation Helpful websites include: www.marketingprofs.com www.contentmarketinginstitute.com www.ubersuggest.org http://boostblogtraffic.com/headline-hacks/
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- 18. Humanizing Certification Leadsto Success Marketing Campaign Goals: • Increase participation in CRRN certification • Keep the 30 year-old CRRN certification relevant in a world of increasing micro-certifications
- 19. Humanizing Certification Leadsto Success Faces of ARN Campaign • Outreach to all CRRN certificate holders to request photos & quotes • Enthusiastic Response! 70-80 participants Having my CRRN has enhanced my education and encouraged me to continue to pursue my next degree. I have found that the CRRN has made me more knowledgeable within our specialty practice and has allowed me to share that with others. - Carol Domzalski, CRRN
- 20. Humanizing Certification Leadsto Success Results: • Personalized outreach to different nurse settings based on info. received. • Examples:
- 21. A Crowd SourcedSolution Problem: Members need help explaining the value of their work to the public and their institutions. Solution: The “Put A Face On It” program used membersourced video to tell your story
- 22. What’s Already OutThere Problem: How does a small organization gain traction for its message with no expense? Solution: Use mainstream culture, like television shows, to start a conversation http://www.adec.org/source/blog/ archives.cfm/category/
- 23. Did you know… …thatsolid waste workers have the 5th highest mortality rate of all occupations in the US?
- 24. Our Solution • Strategicmessaging • Media toolkit • Public awareness
- 25. Results Saving Lives: Legislation Passed,In Process and Under Consideration
- 26. Storytelling • According toa recent Stanford study, stories are remembered up to 22 times more than facts alone.
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- 28. Products and services“are far more valuable when your prospect is mistaken, confused, or completely clueless about their true problem.” Daniel Pink, To Sell is Human
- 29. Resources • Instant Webinarfrom Corporate Visions Tim Riesterer, Chief Strategy & Marketing Officer • Storify - create a story by pulling together multiple sources of social media content – Lessen the burden of content curation by pulling compelling social posts into one cohesive story – Leverage the unlimited uses of technology in storytelling, – Combine social media and journalism to produce better quality stories. – Find out more at http://web.livefyre.com/.
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- 32. MCA Eliminates BrandConfusion The Problem: • Two websites causing brand confusion • Market development initiative unsuccessful due to lack of brand clarity
- 33. MCA Eliminates BrandConfusion The Process: • Board decided to digitally clean house - scrap both websites and start fresh! • Developed mission driven tagline and new brand guidelines • Launched Facebook & Linkedin presences
- 34. MCA Eliminates BrandConfusion The Results • New website and other presences = brand clarity
- 35. Not So SweetTalk …. • Vast online dialogue • Misinformation • Lack of balanced information
- 36. Solution • Identify keyinfluencers • Retain credentialed advocates • Transparent commentary and redirection
- 37. Results 4% 37% Increase in NetSentiment during key periods of controversy Increase in reach vs. previous year
- 38. Board Calls forConference Innovation Campaign Goals: • Create an innovative conference strategy • Allow more people to obtain educational value
- 39. Board Calls forConference Innovation Virtual Conference Information: • Held concurrently with in-person event • Marketed to non-registrants after early bird deadline • Worked with A/V vendor to provide technology
- 40. Board Calls forConference Innovation The Results: • 200 Virtual Attendees • Equal in-person attendance experience • Increased exposure to conference content • Virtual event revenue double goal in year 1 THANKS for this option and opportunity. I am VERY pleased with the experience and HAPPY I participated. While I would have liked to attended the conference, recent surgery and other events prevented that. The virtual conference was PERFECT for me. THANK YOU!!
- 41. Your Digital Presence The sum of engagement and interactivity across all touchpoints Deliver web, mobile and tablet touchpoints that align with core brand attributes and support established objectives – Strategic Plan – Integrated Marketing Plan Create a unified member experience Enjoyable, Easy and Useful Analytics and Operational Data
- 42. The 4 BuildingBlocks of a Strong Digital Presence • Tom Cochran, an Entrepreneur contributor, breaks down a good digital presence into four areas: content, strategy, design and technology. • You’ll find the full article here.
- 43. Top 10 DigitalExperience Improvement Techniques 1. 2. 3. 4. 5. 6. 7. 8. Analytics & Operational Data Scenario reviews Integrate input from actual members on an ongoing basis User-centered design process One size doesn’t fit all – interface, size, responsive Get outside help when and where you need it Plan for the post-launch reality Bolster your association’s brand – don’t work against existing brand positioning statements 9. Measure against objectives 10. Unify the Overall Member Experience Use recognizable visual design patterns Make it easy to channel hop Cross channel governance practices Forrester Research, Inc. Top 10 Ways To Improve Digital Experiences Kerry Bodine, July 2012
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- 46. New York Womenin Communications Aging profile of its membership base
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- 48. Results 20% of NYWIC membersare now students or YPs
- 49. What’s the WIGIdea? Focus on the Wildly Important Growth Retain Recruit
- 50. What’s the WIGIdea? • Steven Covey’s Four Disciplines of Execution • Research Needs Assessment • Magnet Hospitals
- 51. What’s the WIGIdea? • • • • Discounts Toolkit Focus Word of Mouth Success! Result: 7,921 members – 9% increase in 9 Months
- 52. It’s Engagement, NotSelling Problem: Too many new members are not renewing 2nd year Solution: Automate and build engagement
- 53. Chicago Ad Federation •Underproduced • Not attracting the right audience • Reflecting poorly on the organization
- 54. Solution • Branding andtheme • Sponsorships • Keep it short
- 55. Results • Excellent presscoverage • Strong word of mouth • Doubling of attendance
- 56. Agile Marketing • Derivedfrom the agile software development • Culture of flexible, rapid change • Improves the speed, predictability, transparency, and adaptability to change of the marketing function
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- 58. The 2020 AssociationMarketing Department Creative Mobile Expert Data Expert Membership Content Creator Marketing Department Mission and Vision Events Strategic Plan Education Integrated Marketing Platform Technology Subject Matter Experts
- 59. Resources • Forrester Research •MarketingProfs.com • Trello
- 61. Contact Us FACILITATOR Steve Drake,president SCD Group Inc. Fort Myers, FL steve@scdgroup.net PRESENTERS Debra A. Berliner, Vice President Kellen Company Atlanta, GA DBerliner@kellencompany.com Marilyn Jansen. Director Marketing and Business Development Association Management Center Chicago, IL MJansen@Connect2amc.com Greg Schultz, Vice President The Sherwood Group Deerfield, IL gschultz@sherwood-group.com Jeanne Sheehy, VP and Chief Marketing Officer The Bostrom Group Chicago, IL jsheehy@bostrom.com