The Value Exchange – BOLO Conference 2013

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Information about The Value Exchange – BOLO Conference 2013
Business & Mgmt

Published on October 17, 2013

Author: au1153

Source: slideshare.net

Description

Presentation at #BOLO2013 in Phoenix, AZ on Oct. 14, 2013. As marketers, we are constantly trying to figure out how we can best tell our story to our intended audience. We want our audiences to take an action – share, buy, pass along. We have more access to our audiences in multiple ways today, and so our conversion metrics on every story are changing constantly. So, are you providing enough value to your audience to get them to convert? Are you providing enough with your story to make the audience exchange their value in return? This presentation examines the value needed today to get your audience to take that next step.

Image Source: http://flic.kr/p/f9gHDf @mpranikoff #BOLO2013

Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Conferences Exhibitions Search Ads on Social Nets 60% Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% B2B @mpranikoff 70% 80% 90% Source: Outsell 2013 Advertising and Marketing Study #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

Source: http://flic.kr/p/crZSBm @mpranikoff #BOLO2013

BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #BOLO2013 Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.

“ Robert Cohen, VP Global Retail Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship @mpranikoff #BOLO2013

@mpranikoff #BOLO2013

Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #BOLO2013

Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #BOLO2013

89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013

44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013

48% 61% Global Average – 58% 58% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #BOLO2013

@mpranikoff #BOLO2013

Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013

@mpranikoff #BOLO2013

* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #BOLO2013

Source: http://flic.kr/p/aavRAC @mpranikoff #BOLO2013

“ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #BOLO2013

“ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #BOLO2013

Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013

Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013

Source: Stefanos Karagos: Visual Content Rules The World @mpranikoff #BOLO2013

Thought leadership and entertainment to build brand and awareness Research data, funny videos, curated lists, infographics, thought leadership Tools that help buyers find you when they are looking for solutions Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Company-specific information to help evaluate and reaffirm selection Pricing, demos, services information, 3rd party reviews, customer case studies Source: Marketo @mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013

State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013

State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013

State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013

State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires. TX IL OH The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share. @mpranikoff #BOLO2013

$1M @mpranikoff $1M #BOLO2013 $1M

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

@mpranikoff #BOLO2013

Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #BOLO2013

Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

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