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SESSION WILL BEGIN AT 7;30 A.M.
Agenda
Get To Know Your
Government
Clients
How To Build
Your Brand Story
Government
Market Plays
How to Generate
Insane Le...
GET TO KNOW YOUR GOVERNMENT CLIENTS
GOVERNING AUDIENCE CONSUMPTION PREFERENCES
Harvey (2015)
Rank Topics
1 Public Policy
2 Management
3 Politics
4 Economic Development/Workforce
5 Infrastructure
Harvey (2015)
GOVERN...
Age Bracket Primary Secondary
<34 Public Policy Management
35-44 Technology Public Policy
45-54 Management Public Policy
5...
GOVERNMENT SOCIAL BEHAVIOR
69% Use Social Media For Professional Purposes
Harvey (2015)
52%
HOW TO BUILD YOUR BRAND STORY
“Purposeful stories are great because they take
information and make it accessible.”
Adapted from Tell to Win by Peter Gub...
Formula for Creating a Purposeful Story
1 2 3
Challenge Struggle Resolution+ +
Adapted from Tell to Win by Peter Guber
for...
Challenge Struggle
Hook market
attention with
challenge or
question that hits
market pain-point or
raises awareness of
une...
The Story
Customer Example
Story
Challenge Struggle
“How will you respond
to a FOIA request for
social media records?”
Resolution
+ +
12 government a...
GOVERNMENT MARKET PLAYS
Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays
Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays
P
Identify & Target
PLAYS
Create a Buyer’s
Journey
Identify a Critical
Market Path
Tap Into External
Market Data
1 2 3
PIOs
CIOs
CTOs
City Managers
Mayors/Elected Officials
City Secretaries
Records Clerks
City Attorneys
CREATE A BUYER’S JOURN...
Role
Problem
Awareness
Problem
Recognition
Problem
Definition
Identify
Options Evaluate Recommend
Approve/
Fund
Implement
M...
Role
Problem
Awareness
Problem
Recognition
Problem
Definition
Identify
Options Evaluate Recommend
Approve/
Fund
Implement
M...
TEXT TAP INTO MARKET DATA
Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays
Create Content to
Provoke Curiosity
and Frame the
Market Problem.
Inform & Activate
PLAYS
21 3
Create
Opportunities To
Edu...
ArchiveSocial automates the capture and retrieval of records from social
networks including Facebook, Twitter, YouTube, In...
CREATE CONTENT TO EDUCATE THE MARKET
CREATE CONTENT TO ACTIVATE YOUR POTENTIAL CUSTOMER
Social Media Policy Template
Gated Content
Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays
Create or Host
Market
Resources
Build Awareness
& Trust PLAYS
Build Brand
Visibility
1 2
Develop a
Point-of-View
3
BUILD BRAND VISIBILITY
CREATE OR HOST MARKET RESOURCES
DEVELOP A POINT-OF-VIEW
Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays
Engage & Network
PLAYS
1
Create
Opportunities to
Unpack Your
Story In-Person
2
Use Events To
Gather Valuable
Intelligence
...
CREATE OPPORTUNITIES TO UNPACK YOUR STORY IN-PERSON
GovTech Social in Austin, Texas
TEXT USE EVENTS TO GATHER VALUABLE MARKET INTEL
BUNDLE CONTENT CALL-TO-ACTIONS AT EVENTS
bit.ly/govsocialpolicy
Download A Free Social Media Policy Template Instantly At
...
Identify & Target Inform & Activate Build Awareness
& Trust
Engage & Network Convert & Build
Government Market Plays
Convert & Build
PLAYS
Create Content
That Addresses A
Market Pain Point
Design Content
For Sharing
Break Content Into
Elem...
CREATE CONTENT THAT SOLVES A MARKET PAIN POINT
(CONT’D) CREATE CONTENT THAT SOLVES A MARKET PAIN POINT
Source: CDG 2015
TEXT DESIGN CONTENT FOR SHARING
TEXT
BREAK GATED-CONTENT INTO PIECES THAT CAN BE CROSS PROMOTED
Video Explainer
Gated Content
Social Media Post
HOW TO BUILD INSANE LEADS
Gated Asset
LeadProspect
STANDARD LEAD GENERATION
STANDARD LEAD GENERATION
Leads
Time
INSANE LEAD GENERATION
“EXPONENTIAL”
Leads
Time
Gated Asset
Lead
INSANE LEAD GENERATION
Tweet with Infographic
Video Article on Linkedin
Sponsored Article
Newsletter
Pros...
STEP 1 - IDENTIFY 1 PIECE OF CONTENT
eBook Case Study Market Research
Issue Brief Guide
Whitepaper
Solution Spotlight Indu...
STEP 1 - IDENTIFY 1 PIECE OF CONTENT
eBook Case Study Market Research
Issue Brief Guide
Whitepaper
Solution Spotlight Indu...
STEP 2 - PICK 3 PLATFORMS
Industry
Newsletter
Linkedin
Corporate Post
Twitter
Web
Advertisement
Speaking
E-mail Drip
Corpo...
STEP 2 - PICK 3 PLATFORMS
Industry
Newsletter
Linkedin
Corporate Post
Twitter
Web
Advertisement
Speaking
E-mail Drip
Corpo...
STEP 3 - PICK A 3 CONTENT HOOKS
Infographic Statistic or Fact
Expert
Perspective
Google Hangout
Quote
Free Chapter PowerPo...
STEP 3 - PICK A 3 CONTENT HOOKS
Infographic Statistic or Fact 1-minute Video
Expert
Perspective
Google Hangout
Quote
Free ...
eBook
Industry
Newsletter
Twitter Post
Slideshare
Statistic or Fact
Free Chapter
Step 1 - Channel Step 2 - Content Hook
Ga...
HOW TO CALCULATE ROI
ROI = $150,000 - $50,000
$50,000
X 100
(Gain From Investment) (Investment)
(Investment)
(To Put In Percent Form)
ROI = 200%
TEXT
CHANNEL SPECIFIC ROI CALCULATIONS
TEXTTEXT
$ GENERATED
=# OF CHANNEL ACTIONS CHANNEL VALUE PER ACTION
TEXTTEXT
$ GENERATED (MONTH)
=# OF CHANNEL IMPRESSIONS (MONTH) CHANNEL VALUE
PER IMPRESSION
TEXTTEXT
$1,000,000 GROSS SALES =
500,000 IMPRESSIONS
$2 SALES PER IMPRESSION
Questions?
bit.ly/iwantinsaneroiRESOURCES
DOWNLOAD INSANEROI RESOURCES AT
Dustin Haisler
Chief Innovation Officer
dhaisler@erepublic.com
Photo Credit: Chase Lindberg
InsaneROI Academy
InsaneROI Academy
InsaneROI Academy
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InsaneROI Academy from Beyond the Beltway

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  1. 1. SESSION WILL BEGIN AT 7;30 A.M.
  2. 2. Agenda Get To Know Your Government Clients How To Build Your Brand Story Government Market Plays How to Generate Insane Leads
  3. 3. GET TO KNOW YOUR GOVERNMENT CLIENTS
  4. 4. GOVERNING AUDIENCE CONSUMPTION PREFERENCES Harvey (2015)
  5. 5. Rank Topics 1 Public Policy 2 Management 3 Politics 4 Economic Development/Workforce 5 Infrastructure Harvey (2015) GOVERNING TOPIC INTERESTS
  6. 6. Age Bracket Primary Secondary <34 Public Policy Management 35-44 Technology Public Policy 45-54 Management Public Policy 55-64 Management Public Policy Harvey (2015) GOVERNING TOPIC INTERESTS
  7. 7. GOVERNMENT SOCIAL BEHAVIOR 69% Use Social Media For Professional Purposes Harvey (2015) 52%
  8. 8. HOW TO BUILD YOUR BRAND STORY
  9. 9. “Purposeful stories are great because they take information and make it accessible.” Adapted from Tell to Win by Peter Guber Peter Guber, Tell to Win
  10. 10. Formula for Creating a Purposeful Story 1 2 3 Challenge Struggle Resolution+ + Adapted from Tell to Win by Peter Guber for Government
  11. 11. Challenge Struggle Hook market attention with challenge or question that hits market pain-point or raises awareness of unexplained one. Resolution + + Use data, examples and strategic content to unpack the challenge into accessible pieces. Create a call-to- action that is bundled with your solution. Adapted from Tell to Win by Peter Guber Formula for Creating a Purposeful Story for Government
  12. 12. The Story Customer Example
  13. 13. Story Challenge Struggle “How will you respond to a FOIA request for social media records?” Resolution + + 12 government agencies have been sued for not archiving social media. FOIA classifies social media as an electronic record and it must be maintain as such. Protect yourself by archiving your social media today. Once you sign up, it only takes 2 minutes to protect your agency. Adapted from Tell to Win by Peter Guber
  14. 14. GOVERNMENT MARKET PLAYS
  15. 15. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  16. 16. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  17. 17. P Identify & Target PLAYS Create a Buyer’s Journey Identify a Critical Market Path Tap Into External Market Data 1 2 3
  18. 18. PIOs CIOs CTOs City Managers Mayors/Elected Officials City Secretaries Records Clerks City Attorneys CREATE A BUYER’S JOURNEY
  19. 19. Role Problem Awareness Problem Recognition Problem Definition Identify Options Evaluate Recommend Approve/ Fund Implement Mayors/ Elected Officials X City Manager X City Attorney CIO X X CIO/CTO * X X X X X X City Secretaries X X Records Clerks X X X X * In Centralized Information Technology Shops CREATE A BUYER’S JOURNEY
  20. 20. Role Problem Awareness Problem Recognition Problem Definition Identify Options Evaluate Recommend Approve/ Fund Implement Mayors/ Elected Officials X City Manager X City Attorney CIO X X CIO/CTO * X X X X X X City Secretaries X X Records Clerks X X X X * In Centralized Information Technology Shops IDENTIFY CRITICAL PATH
  21. 21. TEXT TAP INTO MARKET DATA
  22. 22. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  23. 23. Create Content to Provoke Curiosity and Frame the Market Problem. Inform & Activate PLAYS 21 3 Create Opportunities To Educate The Market Create Content to Activate Your Potential Customer
  24. 24. ArchiveSocial automates the capture and retrieval of records from social networks including Facebook, Twitter, YouTube, Instagram, and LinkedIn for compliance with state and federal public records laws. http://archivesocial.com/respond HOW WILL YOU RESPOND? CREATE CONTENT TO PROVOKE CURIOSITY & FRAME THE PROBLEM
  25. 25. CREATE CONTENT TO EDUCATE THE MARKET
  26. 26. CREATE CONTENT TO ACTIVATE YOUR POTENTIAL CUSTOMER Social Media Policy Template Gated Content
  27. 27. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  28. 28. Create or Host Market Resources Build Awareness & Trust PLAYS Build Brand Visibility 1 2 Develop a Point-of-View 3
  29. 29. BUILD BRAND VISIBILITY
  30. 30. CREATE OR HOST MARKET RESOURCES
  31. 31. DEVELOP A POINT-OF-VIEW
  32. 32. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  33. 33. Engage & Network PLAYS 1 Create Opportunities to Unpack Your Story In-Person 2 Use Events To Gather Valuable Intelligence 3 Bundle Content Call-to-Actions at Events
  34. 34. CREATE OPPORTUNITIES TO UNPACK YOUR STORY IN-PERSON GovTech Social in Austin, Texas
  35. 35. TEXT USE EVENTS TO GATHER VALUABLE MARKET INTEL
  36. 36. BUNDLE CONTENT CALL-TO-ACTIONS AT EVENTS bit.ly/govsocialpolicy Download A Free Social Media Policy Template Instantly At Don’t Be Left Behind With Your Agency’s Social Media.
  37. 37. Identify & Target Inform & Activate Build Awareness & Trust Engage & Network Convert & Build Government Market Plays
  38. 38. Convert & Build PLAYS Create Content That Addresses A Market Pain Point Design Content For Sharing Break Content Into Elements That Can Be Cross- Promoted 1 2 3
  39. 39. CREATE CONTENT THAT SOLVES A MARKET PAIN POINT
  40. 40. (CONT’D) CREATE CONTENT THAT SOLVES A MARKET PAIN POINT Source: CDG 2015
  41. 41. TEXT DESIGN CONTENT FOR SHARING
  42. 42. TEXT BREAK GATED-CONTENT INTO PIECES THAT CAN BE CROSS PROMOTED Video Explainer Gated Content Social Media Post
  43. 43. HOW TO BUILD INSANE LEADS
  44. 44. Gated Asset LeadProspect STANDARD LEAD GENERATION
  45. 45. STANDARD LEAD GENERATION Leads Time
  46. 46. INSANE LEAD GENERATION “EXPONENTIAL” Leads Time
  47. 47. Gated Asset Lead INSANE LEAD GENERATION Tweet with Infographic Video Article on Linkedin Sponsored Article Newsletter Prospect Prospect Prospect
  48. 48. STEP 1 - IDENTIFY 1 PIECE OF CONTENT eBook Case Study Market Research Issue Brief Guide Whitepaper Solution Spotlight Industry Report Or Any Other Content You Would Normally Gate.
  49. 49. STEP 1 - IDENTIFY 1 PIECE OF CONTENT eBook Case Study Market Research Issue Brief Guide Whitepaper Solution Spotlight Industry Report Or Any Other Content You Would Normally Gate. ✔
  50. 50. STEP 2 - PICK 3 PLATFORMS Industry Newsletter Linkedin Corporate Post Twitter Web Advertisement Speaking E-mail Drip Corporate Blog Slideshare Linkedin Group Event Handout Direct Mail Adwords And Much More!
  51. 51. STEP 2 - PICK 3 PLATFORMS Industry Newsletter Linkedin Corporate Post Twitter Web Advertisement Speaking E-mail Drip Corporate Blog Slideshare Linkedin Group Event Handout Direct Mail Adwords And Much More! ✔ ✔ ✔
  52. 52. STEP 3 - PICK A 3 CONTENT HOOKS Infographic Statistic or Fact Expert Perspective Google Hangout Quote Free Chapter PowerPoint Animated GIF Event Handout Direct Mail Adwords And Much More! 1-minute Video
  53. 53. STEP 3 - PICK A 3 CONTENT HOOKS Infographic Statistic or Fact 1-minute Video Expert Perspective Google Hangout Quote Free Chapter PowerPoint Animated GIF Event Handout Direct Mail Adwords And Much More! ✔ ✔ ✔
  54. 54. eBook Industry Newsletter Twitter Post Slideshare Statistic or Fact Free Chapter Step 1 - Channel Step 2 - Content Hook Gated Content 1-minute Video STEP 4 - EXECUTE
  55. 55. HOW TO CALCULATE ROI
  56. 56. ROI = $150,000 - $50,000 $50,000 X 100 (Gain From Investment) (Investment) (Investment) (To Put In Percent Form)
  57. 57. ROI = 200%
  58. 58. TEXT CHANNEL SPECIFIC ROI CALCULATIONS
  59. 59. TEXTTEXT $ GENERATED =# OF CHANNEL ACTIONS CHANNEL VALUE PER ACTION
  60. 60. TEXTTEXT $ GENERATED (MONTH) =# OF CHANNEL IMPRESSIONS (MONTH) CHANNEL VALUE PER IMPRESSION
  61. 61. TEXTTEXT $1,000,000 GROSS SALES = 500,000 IMPRESSIONS $2 SALES PER IMPRESSION
  62. 62. Questions?
  63. 63. bit.ly/iwantinsaneroiRESOURCES DOWNLOAD INSANEROI RESOURCES AT
  64. 64. Dustin Haisler Chief Innovation Officer dhaisler@erepublic.com Photo Credit: Chase Lindberg

InsaneROI Academy from Beyond the Beltway

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