with Kate Scott 5Step Strategy to Successfully Engage and Communicate with your Audience Or how to talk WITH them not AT them Kate Scott Todays speaker Kate S cott Head of Digital Marketing at IBM Australia and New ID: 781768
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Slide1
5-Step Strategy to Successfully Engage and Communicate with your Audience
with Kate Scott
Slide25-Step Strategy to Successfully Engage and Communicate with your Audience
Or, how to talk WITH them, not AT them
…
Kate Scott
Slide3Today’s speaker:
Kate
S
cott
| Head of Digital Marketing at IBM Australia and New
Zealand
Twitter: @
kesabeth
Email: kate_scott_au@yahoo.com
Slide4The steps to follow to develop a successful communication strategy
Delivering on expectations
Factoring in context
Creating conversations
Measuring performance
What we’ll be covering today
Slide5Slide6Hygiene
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
Slide7Consumer Decision Journey
–
McKinsey
Slide8Content
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 2001
Slide9Content
Slide10Content
“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/
We want to create content that tells a story, both to the reader and back to the brand
https://mumbrella.com.au/industry-needs-act-now-improve-mobile-ad-experience-394648
Slide11Quartz Readership
Slide12Context
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
Slide13Context - Macro
Slide14Context
–
Micro
Slide15Conversation
Listen and respond
Enjoy your two(or more)-way interaction
Buzzfeed
: This Is The Best Twitter Conversation You Will Read Today
Slide16The Evolution of Communication
Slide17Measure
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 wrong, or approximately right?
Slide18Measure
Slide19Contact us:
kate_scott_au@yahoo.com
events@morganmckinley.com