In this third course in the Social Marketing Specialization - "The Engagement & Nurture Marketing Strategies" - you will learn two of the most effective social strategies used by organizations today. You'll see real-world best practice examples and learn what metrics they use to gauge success. You will also learn the importance of infographics and the impact a well-designed landing page can have on your bottom line. All of the social skills you have learned thus far will be put into action with a multimedia filter and focus blog that you will create to demonstrate how social can enable real-time marketing results. After this MOOC, you will have developed a plan to reach your target consumer markets and know when it is best to either use or avoid specific social marketing strategies. Additional MOOC 3 faculty include: * Randy Krum (Data Visualization & Infographics Designer | Consultant | Author | Speaker | President, InfoNewt) * Stanford Smith (CEO, Pushing Social) * Andy Crestodina (Co-Founder & Strategic Director, Orbit Media Studios) * Ellen Valentine (Veteran Marketing Leader & Evangelist, Silverpop, IBM)
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En provenance du cours de Northwestern University
Engagement & Nurture Marketing Strategies
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Nurture Marketing Strategy
In this module, you will learn the nurture marketing strategy. You will understand why landing pages are so important and how to effectively use a multimedia filter and focus blog to enable real-time marketing results.
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Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
So then you've found 2 great articles, and developed 3 action items or
recommendations that you would give to your target audience,
that they'll find very relevant.
Because the topic is something they're discussing, and you've got two experts who
have given you information, essentially to put together the blog.
So, now all we have to do is actually create it.
What we're gonna do is we're gonna build a filter and focus blog.
As we go through this, I'm gonna give you an exact format on how to do it that
has worked with hundreds of people.
I'll also give you some sites that you can go use to go see other examples of it.
We will probably do that in the third video, but
we wanna give you the stuff you need to get going.
So, what you wanna do is, here's the filter and focus formula.
First, what you're doing is you want to immediately engage your target audience.
So in other words, we're gonna start by talking directly to them,
like we're sitting across a table from your ideal target prospect if you will.
Then what we're gonna do is we're gonna give them information from experts who
are not going to bias it.
We're just gonna say, here's what they said, and
you're going to give them a synopsis of the 2 articles that you've developed.
Then we're gonna give them 3 relevant action items.
And we're gonna keep it very short, and very simple, and very high impact.
The key is we wanna tell them that based on this, we filtered through all this.
And here's the three things they should focus on.
And then finally, we'll give them a way to contact you.
So, this is a filter and focus blog formula.
To do that we have a very, very set structure that works really, really well.
As I mentioned in the first video,
these were based on blogging experts like Andy Crestodina and Stan Smith.
And it's designed to quickly develop a high impact blog.
What this works for is if you wanted to blog,
even up to weekly, it's a format that you could replicate over and over and
over again, and your audience will love it.
Because it's highly relevant to them, and
they'll be able to work their way through it.
And so what we're gonna do is we're gonna talk about building this.
Now, you can use Word or
any other sort of text processing document to build this out.
In other words, we don't wanna put it on to Blogger yet, or the blog site.
What we wanna do is build it, so we can play around, make sure it reads right and
if it feels right.
And do that without having to go out to a specialty blog site to do it.
Now if you have your own, you can certainly use that.
But the key is, because a lot of us will be using one site,
and only one person can be on it at a time.
It's easier to do this in a Word document to move forward.
So on the right, here's the structure of how we're gonna do it.
We're gonna build a highly relevant, high impact title.
Then we're gonna do a 2 sentence introduction.
Not 3, just 2, designed to be very structured in getting their attention,
and we'll go through that in a minute.
Then we're gonna give them article 1 from the expert.
We're gonna give them a 3 to 4 sentence synopsis of here's what it says,
unbiased, we're just gonna say here's what they talk about.
No bolded items, no huge detail, but
this is the basic theme of what they're saying in the article.
Then in the middle between article 1 and article 2, we'll put in a great graphic.
And we'll be sure we put in attribution to tell people where we found it,
so that it'll be legal, and it's just the right way to do it.
Article 2 will be then from the second expert.
And again, we'll just give them a synopsis.
Then we'll have 1 sentence leading into 3 action items,
those will be bullet points in bold with a dash, and then 1 sentence to explain them.
Then we'll probably have a 1 to 2 sentence summary.
Then at the bottom, you have a picture if you choose to do that.
That's optional for you, but a short Vita.
And in the Vita, it'll be here's a little bit about who you are,
it'll be in italics, and
it will also have your Twitter handle in case they would like to talk to you.
Or you can also give them Twitter and LinkedIn, whichever way you wanna do it to
let them communicate with you on the blog article you've done.
So, here's what we wanna do.
We're gonna create the blog article in Microsoft Word, or any other text format.
For the articles, get the following, when you're going out,
look at the articles that you have developed in the last assignment.
And I want you to search out the LinkedIn, or the other link to the author.
So, if it's somebody, if it was Judy Franks from our class you'd find where she
is on LinkedIn, and you'd copy her address.
Then get the homepage of the publication.
If it was published in Forest Magazine or
some e-journal, find out what the addresses of that.
And then find the link to the actual article.
You'll need all 3 of those when you build your blog.
Then for a graphic, you wanna have the source where you found it.
So as you're doing that you're putting it on you know you want to find it.
And also copy that graphic onto your computer, so that you can use it and
insert it into the blog.
And then don't start at the blog publisher, but use your Word document.
When we get to it,
we will give you several places where you could put the blog.
And you can choose whether you want to do it on your site,
maybe you have a WordPress blog already, or whether you want to use Blogger.
It's entirely up to you, as to where you put it.
And we'll cover that in the third video.
So, let's get started.
Here's the key to success, or one of them.
The thing you wanna do is to immediately impact your target market.
So the first sentence is, this is a 2 sentences introduction.
The first sentence talks directly to them to tell them about a product or
an issue that you know they are discussing in social.
And the key thing is you need to make it very relevant to them.
And the best way to make it relevant is to use a title, or
the industry, or something that's highly related to them to do it.
So for example, if I'm talking to CMOs, I'm gonna say, as a CMO, da da da da da.
Or as a CEO, da da da da, or as a graphics designer, and
then I have the rest of the sentence.
I use their title directly in there to grab them and say,
this is written for you.
And so you wanna speak directly to them, like you're seated across the table
in your conversation, and you want their attention.
Say something that gets their attention.
Then sentence 2 is designed to establish who you are.
You're gonna tell them about who you are, and your interest in the industry.
You might say, as a five year veteran in this industry,
I know this is a very important topic for people.
And so I found 2 articles you might find real interesting.
You might cite your company and that's okay, and give them a link, but
you don't have to.
But the key is you wanna tell them, why you're interested in this topic.
And so, you wanna craft the second sentence.
And it begins to establish your expertise, and your interests in the topic.
This is an example of one.
As a CMO, you know that there are huge implications on capitalizing on
the IoT movement, as current research firms estimate that by 2020.
Over 40% of the data in the world will be from machine to machine communications.
As an undergraduate at Northwestern University in the Medill School of
Journalism's Integrated Marketing Communications program with
an interest in IoT.
I have found 2 articles highlighting the importance of jumping on the IoT
bandwagon.
This was written by one of our undergraduate students, but
it's in exactly the form.
The first thing they do is they immediately talk about CMO.
And they say, look you know you need to know about IoT and
machine to machine communications.
Then it establishes their expertise.
For you it might say, as a participant in the Coursera and Northwestern
social marketing program as well as having five years experience in this.
I found 2 articles highlighting whatever it is that are important for you to know.
In other words, just talk like you're talking across the table.
Don't try to be too fancy.
The first set was pretty big, but not to be that big.
Just grab me, show me that you're talking to me individually.
Tell me about it, and then set up the need for me to know that, and
then tell me a little bit about who you are.
I've spent a lot of time crafting the first 2 sentences because that's where
we're gonna grab their attention.
That and the title are the things that get them to read your article.
Next, on the expert articles, we're gonna do the same thing for all of them.
For each of the expert articles,
you want about 3 to 4 sentence summary of the article.
You do not want to take any sides on this.
Do not be judgmental, I mean don't be on the positive or the negative side.
It's just like, such and so did this, and so on.
What you wanna do is in the first sentence or somewhere in there, you want to give
me links to the article, the author, and the publication where you found it.
And so it's good to say, in a recent Forbes article,
Judy Franks, professor at Northwestern University,
made some great points about content in media.
And what you'd wanna do is you'd want to go through, and link up her.
You wanna link up Northwestern or where you found it, and
you'd wanna link up the name of the article.
Lot of times we recommend you just cite the name of the article, and
then you put it in the link.
What we wanna do is if we wanna track them,
we're actually gonna do bitly links of each one of those.
And so you already have the 3 addresses of their LinkedIn source,
and the name of the publication, and the name of the article.
You can create bitly links, and link them in here.
That gives you trackability or you don't have to,
it's kind of up to whether you wanna read them or not.
And most of the time, I like to use bitly links cuz
I like to see how many people actually clicked out to do it.
And so, you wanna put that all together.
Also, if in their article, they cite companies or they are at a company.
Be sure you have a link to there as well.
The reason you're doing that is the more outlinks you have, the better your SEO is
gonna be there, meaning the more people will search you to move through it.
The articles can be opposite opinions, or the same ones.
We just talked about them, but
you are just gonna tell them facts as you do these paragraphs.
For a graphic is find one great graphic.
One of the things I like to do is, I like to put in the topic, and
then I like to put in Creative Commons.
Creative Commons, means people allow you to reuse that graphic.
And so, if it's Creative Commons and I know I've found it,
then what I do is I click on it, and I save it in my directory.
So, I can reuse that graphic when I go to the blog site.
Then what I do is copy that address, and that address becomes really important.
If it's long, I make it into a bitly link.
But what you wanna say is I found this on social IMC or .com if it was mine.
Then what you wanna do is be able to cite me because you don't wanna steal stuff.
You wanna make sure we do this the right way.
So, make sure that it's legal.
A lot of times I'll take it and actually send a message to the author, and say,
can I please use this in my blog?
Usually, they get back to me in a matter of hours, and it's good.
The other thing is, make sure it's a really great graphic.
Don't use infographics or graphics with a ton of stuff on it
because if people stop to have to look at it, they're going to get lost.
And they might not read your next article.
Your goal is to get them down to your bullet points,
where you established your expertise.
So, keep it a simple graphic.
Keep it Creative Commons if you can.
Be sure you cite the source, and you copy that onto your Word document,
because you're gonna use that when you build the blog.
And then move forward from there.
This is an example.
As you see the first one, the first article titled, Big Dating Analytics, and
he actually had a link there, by Senthil Ramachandran, and he's got a link there.
Focuses on how IoT is used by companies, building the connection, and so forth.
So as you see, it's three sentences, very summary.
Then the second one is the same thing, the links will be to Mike Cavis, the name of
the article, and I think in there he doesn't site the source, but he should've.
The key is you go through, and you just basically lay it out.
And then this long thing underneath the actual graphic is where he found it.
I would take that, and actually make a bitly link.
And I'd say, I found it in business Korea at this bitly link as a way of doing it.
But again, you're just citing where this all comes from.
I like the particular graph that this student used, except it does have those
lines going off to imply that there's something else there.
But other than that, it's a good graphing and it works.
The next thing you do is the most important, and
that is you want to establish your action items.
Make them short, and easy to understand.
Remember, people are busy.
They're time pressed.
They don't have time to interpret what you're saying, so make it simple.
So you want a single simple sentence
that accompanies each one of the 3 action items.
The key is, what you wanna have is 3 action items.
Why not more?
Well, because people don't have time, and
they often times they won't remember more than 3.
So, don't do 2, don't do 4.
I've actually seen ones that are like 57 reasons you should do this.
Well, I can't remember beyond the third one, and I just stop.
So get 3, but make them the best 3 you can.
Make them very relevant to them, and very important.
Structure all 3 of them in the same way.
What you wanna do is put a blank line before your first one, so it stands out.
Then you have a bullet point, and the 3 word action item in bold.
Then you have a dash, and then you can have one sentence, not a long sentence.
Don't write like a paragraph in 1 big sentence.
A simple sentence that just explains to me what it is.
You've already talked to me about it in terms of the 2 articles, so
you don't have to revisit this whole thing.
Keep it short and to the point.
Don't over explain.
You're better off under explaining.
And then, end it with a blank line before you start your summary paragraph.
So this is an example.
And what he does is the first sentence draws attention to who he is.
Drawing on these 2 articles and my experience in the classroom as a student
of integrated marketing communications at Northwestern University.
I have listed three action items that I would recommend to companies who want to
become leaders in the growing IoT and big data revolution.
I like that first sentence.
I did recommend to him, and he did do it, that I have listed 3 action items
you should take to become leaders in the growing.
In other words, talk directly to the reader is better.
But his 3 action items are great.
Create partnerships, dash.
Don't do it alone, but work that.
Don't wait, dash.
Da, da, da, da, da.
Embrace the data in an answer, these are great bullet points.
And notice how it separates itself from the actual paragraph before it, or
the sentence before it.
It's really simple.
It's really clean.
But most important is the reader,
if I'm in this particular market, I can remember those 3 action items.
And those are the things that make high impact to the reader, so
you wanna do that.
Then finally, 1 sentence to encourage a reader to take action.
Keep it simple to maintain the focus on your recommendations.
It shouldn't be a big sentence, and basically tell them to take action.
So, starting today, you need to be examining IoT,
a machine generated data to best connect with your high
value markets in this data-driven digital world.
And that does it.
Here's a site where my students have put out hundreds and
hundreds of blogs over the years.
They're all done in the same format.
If you wanna go out and go to see them, feel free to do that.
You can read them.
You can see what they're doing.
Each student writes on whatever is of interest to them.
So out there there are blogs on microloans in India to how to buy real estate,
and the real estate markets to marketing to high tech.
It's about every subject you can imagine because the students are both graduate and
undergraduate who are interested in all sorts of things.
And so, it's a great way to read.
There's even stuff out there on wedding tips and whatever, [LAUGH] but
they're all done in the filter and focus mold.
And then at the end, what you could do is you could add a picture with a short bio.
The bio should be 3 to 4 sentences, and
put it all in italics to make it stand out from the article.
Include a reference to taking this course with a link to Coursera, and
a link to the course.
Why?
The more back links you have, and the more links you have, the better it's gonna be.
You might also add a link to Facebook, or
a LinkedIn page that we have for the course.
And you can use bitly to track it.
And then you wanna end your article with your Twitter handle, and
tell them to please connect with you if they're interested.
Remember, the people that'll be reading this are the exact target market you have,
but don't include phone numbers, addresses, or anything personal.
Don't put your email address on there, or somebody's gonna pick it up, and
just barrage you with stuff and you don't want that.
So, this is an example.
This was the actual student that wrote that article.
And I just took out some of his personal things, but this is what you want,
just 3 or 4 sentences.
Feel free to reach out and connect with me,
add me, put it in Twitter handle, great way to do it.
So, the final thing is that we outta have a great title.
It's actually, the second to the final thing.
And the key is the title is the one place where your audiences make a decision as to
whether they're gonna read it or not.
So, we gotta make this really powerful.
And so here is the tip,
this is a structure that I learned from Andy Crestidena.
That works great.
He said, start with the title of the reader followed by a colon.
So, what you wanna do is you wanna improve your SEO, and
immediately grab their attention.
Start with the title that you're trying to go for, then a colon.
Then after the colon you just put the number, and of course the number of
recommendations, or action items, or whatever you wanna call it is 3.
So you put the number 3, not the word three, and
then you tell them what it is in terms of a benefit.
And so, what you wanna do is 3 recommendations or
3 action items to make you a serious player in the IoT
revolution, or something like that.
You wanna make it something that grabs their attention,
tells them what the problem is or what the benefit is, and moves them through.
So, this would be an example, CMOs,
3 tips to staying ahead in the game in the IoT Big Data Revolution.
Or CMOs 3 Action Items to avoid being left behind in the Big Data Revolution.
The first one says, staying ahead, the next one says, left behind.
Those are actually interesting to test to see which is the best.
CMOs, 3 Ways to start benefiting from the Internet of Things.
CMOs, 3 Ways to beat the competition using Big Data.
The key is you wanna sell them to open your blog.
Most people, they read that, they either decide to read it or not.
Reach out and grab them, be sure to put the number 3, not the word three, and
use that title, colon, 3, and the rest it works great.
So that's how you do it.
What I want you to do is go through and sort of work that through and
see what sort of items you wanna put in.
And then we will move to the next one in just a bit on how to actually post your
blog, build your labels and key words, and publish it, and start marketing it.
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