Goals and Challenges? Brainzooming Brainzooming @Brainzooming - PDF document

What Goals for Fantastic Content? Goals and Challenges? Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Challenges with Fantastic Content? Where Are You on Delivering Fantastic, Creative Content? Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit We’ll Cover 7 Lessons for Fantastic, Creative • Strategies and Tools Content Marketing • Diagnostics Mike Brown • Sharing Perspectives Founder | The Brainzooming Group ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit

Partial Client List We help make smart organizations more successful by rapidly: • Expanding their strategic options and • Creating innovative plans they can efficiently implement. Brainzooming ™ @Brainzooming #SMSsummit Those Who Preach Should Create Our Social Media Perspective Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Step 1. Strategy, Step 2. Platforms. You Can Speak Volumes in 140 Char Don’t screw up the order! Insights into your: • Social Strategy • Metrics • Staffing • Content • Activation • Engagement Download a free copy at: Brainzooming.com/diagnostics ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit

Models Help a Lot http://www.therichest.com/wp-content/uploads/Sep11TT_MaleFemaleModels1.jpg Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Lesson #1 Imagine You’re a TV Executive Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit 131 Pilot Scripts 13 Pilots 851 Pitches & 15% 1.5% Spec Scripts ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit

Commercials Content Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Page 9 It's (slightly) new to you. Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit • Where are you strongest? • What are further activation opportunities? ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit

Lesson #2 The Right Mix Is Critical Audience Place the Needs & Interests Brand Loyalty Audience First in Compelling Communication Social Network & Interaction Building Content Strategy Traditional Media Your Brand Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit What So Many Brands Miss “Outside ‐ In” Content The Too Frequent Reality Content Mix for a Brand Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Describing Your Target Audience Defining Your Target Audience ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit

What lifestage is this 1 6 Mary Jason How old is this person? person in? Marketing VP Market Research Manager What is his/her What is this person 2 7 • 35, single and lives in a condo; doesn’t have time to • 48, married, and has two high school children. deal with yard work. demographic profile? • Traditional professional; Works long hours for a passionate about? • BS degree in business; obtained an MS degree in Fortune 500 agri ‐ business company marketing while working full time. • MBA from the University of Illinois. • Very social outside work and enjoys traveling, • Realizes the importance of social media, but hasn’t What are the person’s job What personal aspirations 3 8 exercise and activities where he can relax. Quiet at actively participated beyond a LinkedIn profile and a work. Passionate about research, statistical analysis, Facebook page. title, role, goals, challenges? and issues are top of mind? and integrity of research efforts. • The company’s brands are her “babies.” She puts • Tech savvy and uses iPhone. Engaged in social media extra time and effort into her responsibilities for to build new contacts, connect with previous driving growth for her company. What are the range of What topics are of greatest colleagues and friends. Spends time reading online 4 9 • With her Blackberry in hand, she stays continuously market research articles and blogs to find relevant connected with family, work, and friends. responsibilities they have? interest to them? info and solutions to his job. • As a successful business woman, she expects and • Involved in a number of business associations for demands peak performance out of her children, networking to him advance his market research employees and her market research vendors. career. What’s on their What activities do they 5 10 • A self ‐ described “wine aficionado”, Mary enjoys • Given the state of the economy and shifts in having a cocktail or glass of wine with co ‐ workers or professional frontier? enjoy? consumer spending, he is worried about cutbacks friends to celebrate a job well done. and looking for a trusted advisor; someone that understands his pain points and can step in to help his group provide more value for his company’s growth efforts. Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Broader Topic Possibilities Open Engagement Opportunities Interests Focus Goals Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Lesson #3 Another Missed Opportunity Big Story You Need Lots of Pitches Message Completeness Blurb Annual Multi-Daily ™ ™ Brainzooming Brainzooming Frequency @Brainzooming #SMSsummit @Brainzooming #SMSsummit

Topics? “That’s Think a Post!” George Costanza. http://unrealitymag.com/wp-content/uploads/2008/11/george_costanza.jpg Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Great Topics "The best way Audience to have a good idea Needs & is to have Interests Great lots of ideas." Topics Your Brand ‐ Linus Pauling Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Interests Think Seeking Do Focus Know ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit

Mind Mapping ‐ Think Know Everyone’s Involved Behind the scenes Should be Creative Is Important Exclusives Strategic Yields Thinking Better Results Can be Assistance Can be “Faked” Learned Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit Do Business Development Beat • What are you learning as an organization? • What questions do prospects ask at each • How are you addressing industry issues ? buying process stage? • What questions do prospects NOT ask at each • What customer service issues have you solved? buying process stage? • How is your team working with customers ? • What triggers people to purchase your brand? • How does you improve your community ? • What do people doubt about your brand that leads to losing business? • What does the team do outside work ? Brainzooming ™ Brainzooming ™ @Brainzooming #SMSsummit @Brainzooming #SMSsummit The Analytics Beat Oohs and Ahs • Why do people reach your website? • Where do they come from? Test • Where do they go next? • What content is getting them to spend the most time? • What are competitors’ keywords? ™ ™ Brainzooming Brainzooming @Brainzooming #SMSsummit @Brainzooming #SMSsummit