Download 5 Step Strategy to Successfully Engage your Audience

5-Step Strategy to Successfully Engage
and Communicate with your Audience
with Kate Scott
5-Step Strategy to
Successfully Engage and
Communicate with your
Audience
Or, how to talk WITH
them, not AT them…
Kate Scott
Today’s speaker:
Kate Scott | Head of Digital Marketing at IBM
Australia and New Zealand
Twitter: @kesabeth
Email: [email protected]
@MorganMcKinle #SuccessSeries
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@kesabeth
What we’ll be covering today
•
The steps to follow to develop a successful communication
strategy
•
Delivering on expectations
•
Factoring in context
•
Creating conversations
•
Measuring performance
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@kesabeth
@MorganMcKinle #SuccessSeries
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@kesabeth
Hygiene
• Meet (or exceed) expectations
• Deliver what’s expected (or better)
• Deliver when expected (early can be as
bad as being late)
• People don’t like surprises
Consumer Decision Journey –
McKinsey
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@kesabeth
Content
•
Stop interrupting what
people are interested in and
become what they’re
interested in.
— David Beebe, Marriott
•
Advertorials
•
Soap operas
•
Michelin Guide
•
Guinness World Records –
sold by Guinness (Diageo) in
Content
Content
•
“Great storytellers do three things better than
everybody else: they know their audience, they make
their stories relatable and they get their audience
involved. In the digital era, an abundance of data –
much of it real-time – really gives you an edge that
enables you to know your audience and tell relatable
and authentic stories.”
From: THINK Marketing
https://www.ibm.com/think/marketing/capturing-the-essence-of-great-storytelling/
Quartz Readership
Context
• Content performs at its best when relevance and
timeliness come together.
—Sarah Hofstetter, 360i
https://contently.com/content-marketing-tips/
• Context is Queen and she wears the pants
• This is where the ‘behavioural’ buzzword comes in
Context - Macro
Context – Micro
Conversation
• Listen and respond
• Enjoy your two(or more)-way interaction
• Buzzfeed: This Is The Best Twitter Conversation
You Will Read Today
The Evolution of Communication
Measure
•
Who is your audience?
•
What do they care about?
•
What’s working? What’s not
working?
•
Why?
•
Measure what’s important to
your business, not what’s
easy or trendy
•
Would you rather be precisely
Measure
Contact us:
[email protected]
[email protected]
@MorganMcKinle #SuccessSeries
y
@kesabeth