Question

Topic: E-Marketing

Online Thought Leadership Campaign - Need Ideas

Posted by Anonymous on 9/21/2004 at 6:51 PM ET 1500 Points
Hello everyone:

I guess this is the acid test for all of my colleagues here on the KHE - my very first question - and I am on a critical deadline!

BACKGROUND:

I have the opportunity to consult with a large purveyor of syndicated information (I can't reveal the name for confidentiality purposes). This firm is embarking on a "thought leadership" campaign utilizing custom content it has developed. This prospect has identified a large number of stakeholders and thought leaders across several industry verticals (and trust me - it runs the gamut from government policy makers to manufacturers). The prospect has also hired a well-knows PR/Communications firm to handle "traditional" media placements and spin.

This firm's objective is to leverage this series of custom-produced content pieces via the web and traditional distribution methods (e.g. direct mail) and leverage this knowledge based to elevate itself as the "de-facto" leader in its industry. Part of the strategy is to get opinion leaders, corporate officers, and other influential individuals to quote the firm's work in any relevant discussion, written piece, or forum.

SITUATION:

This assignment is actually a bit odd in that I have the opportunity to provide TACTICAL recommendations on creative e-distribution and on contact generation (opt-ins for future mailings). We would all agree that the client could be MUCH more effective if it created a comprehensive upfront strategy, segmented its stakeholders, and created custom campaigns for each major sphere of influence, but that is not the case right now. If I can "wow" the client with some innovative upfront tactics - I might be able to generate some early success (distribution and opt-ins) and THEN turn attention to a better overall approach.

REQUEST:

I am desperately looking for INNOVATIVE ideas and suggestions on how to:

1. Gain widespread e-distribution of this content across a number of different "spheres of influence".
2. Generate a heavy stream of opt-in contacts that can be SCREENED and validated as potential thought-leaders.
3. Hook the client into a more strategic plan in the future.

My most significant need is for SPECIFIC innovative distribution ideas. PLEASE - I am looking for real expertise here and I humbly ask that you link me to any worthwhile examples (this is not my towering strength). Ideas which are already on the board include:

1. A custom "Thought Leadership" website that is not directly affiliated with the client's business and can present as an "objective" source of valuable information.

2. A virtual, searchable library that requires registration to access free content.

3. A targeted e-mail campaign across existing clients and contacts that will use Virtual URL's as custom landing pages and (hopefully increase affinity).

4. A "Bitpipe"-type distribution engine made specifically for this industry.

Any and all suggestions will be helpful - and I welcome practical suggestions. I am sorry that I cannot reveal the client industry, but please know that it is US-based and has influence across business, education, research, and government policy.

As an advance thank-you for your time and effort - I am assigning a fairly large point stake for this question and I will be actively participating in this brainstorming thread.

I need a plan of action and discreet tactics ready by Friday (for a long, long weekend or final preparation).

Many thanks in advance for your support and counsel!
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RESPONSES

  • Posted by Pepper Blue on 9/21/2004 at 7:07 PM Accepted
    Hi Jim,

    Sounds interesting, challenging and fun.

    Is there even the slightest chance that the target audience knows what RSS is, or if they don't, if presented properly would they appreciate and understand its value as way to efficiently receive syndicated or non-syndicated information on a frequent basis?

    The hurdle here is getting them to use a feedreader, but there are free web-based readers out there and some other practical solutions, and if you could get some of the more respected "spheres of influence" people as early adopters, it could catch a lift across the chasm.

    Everything you are saying screams RSS to me.

    This can augment an email marketing program, and if this is of interest we can talk more about it.

    I look forward to your comments.

    TP
  • Posted by Peter (henna gaijin) on 9/21/2004 at 7:16 PM Member
    1. Gain widespread e-distribution of this content across a number of different "spheres of influence".

    One route is a bit manual, but can be effective. It is for someone knowledgeable in the data the purveyor has to follow the relevant online bullet boards and post the data where appropriate (mentioning the service, of course). Make sure there is some easy way to connect from that post to the opt-in mailing list.

    For example, if someone wanted to promote Marketingprofs (a purveyor of information), they could follow other marketing related areas and when someone has a question, post a link to a MP article. The MP article has all the basic information in the headers and menus, such as how to sign up for MP.

    It is manual, so can be time consuming. That is the big downside to this.
  • Posted by telemoxie on 9/21/2004 at 7:22 PM Accepted
    Your question title says, "online" - but your text makes it clear you are trying to get your message out by any and all means...

    Sorry if it is not real "innovative" - just plain old fashioned hard work - but a tried and true technique to build "opt-in" awareness for mail (and sometimes email) is to:

    a) build a list of target companies
    b) call the relevant decision maker, hoping their secretary will answer the phone
    c) ask permission to email info to the secretary to be forwarded to her boss, and to others as she feels are appropriate.

    You could snail mail an example page, color laser printed of course, care/of the secretary. More and more, the secretary will say, "Just go ahead and email to him (or her) - here's the address..." (because they are reading the email anyway - this can build names for your direct mail or email list, and drive eyeballs to your web site...

    ... my opinion: there are still quite a large number of decsion makers over 50 who aren't as technically saavy as the twenty-somethings - those folk may very well be a prime target for your campaigns - the tried and true techniques to reach this key demographic still work.
  • Posted by telemoxie on 9/21/2004 at 7:33 PM Member
    p.s. - I hope I didn't give the impression that cold calling should replace online marketing. Clearly the major thrust of your efforts should be electronic, and there are many on this forum much more expert that I. I'm just saying that a program to identify and pursue contacts at key accounts can complement your online efforts - and will certainly drive traffic to your web site.
  • Posted by SteveByrneMarketing on 9/21/2004 at 8:52 PM Accepted
    Sounds exciting Jim, best of luck with it.

    I really like the potential power of Tim’s suggestion – to use RSS and a free feedreader, but would have concerns that this approach would be too much of a hassle for busy “thought leaders”.

    I’d go more with Dave’s suggestion – target the executive assistants (or secretaries) by email – fax – snail mail (maybe all three). The key to success will be phone conversations. Tell the assistant what you’re about to send, why you’re sending it and what favor you’re asking of him/her. Send the message, then make another phone call, example “ Just wanted to confirm you received the fax I just sent. I really appreciate you showing it to Mr. Smith”

    Here’s an additional tactic I would add:

    Select a small number (20-30) of the most prized “thought leader” targets.

    Provide them with an invitation of special status to become the leaders of the “thought leaders” not unlike the 25 KHE experts only they have already earned this status and need do nothing. Tell them what they get, a cool online listing, plaque for their office, free info access, there are many creative incentives to offer.

    When you have a enough buy-ins to compose a distinguished group, use these names as content as you roll out the program more broadly. Second tier targets should recognize these leaders names and want to be associated with them. Additional offers and media should be added in the second tier roll out.

    Few holes in above scenario, I’ll come back to this post.

    - Steve
  • Posted by Blaine Wilkerson on 9/21/2004 at 9:16 PM Accepted
    Jim,

    I want to jot down some thoughts..think aloud, if you will so bare with me.

    I agree with Tim that RSS feeds are the best, new-wave, hot topic, buzz in the information sector. ESPECIALLY SYNDICATION.

    My initial thoughts for creating a "WOW" factor with regards to tactics have to do with politics. Is this group bi-partisan, or do they fly on a particular wing?

    Why is this important? Syndication via RSS feeds (or more traditional programming methods) on popular websites such as www.WSJ.com, CNN, MSNBC, FOX, etc. can get an immediate blast at ALL the targets. Not to mention open the doors for viral marketing.

    If the group hangs on a certain wing, they can consider approaching Pat O'Reily, Rush Limbaugh, G.Gordon Liddy, Al Shanken, and various other Republican/Democratic talk shows, radio shows, and their associated websites for syndication.

    Some of this may be in the hands of the PR firm but I'm talking about more than just a press release, I'm talking take the editors/directors to dinner/lunch and develop a direct relationship.

    Motivation: Piggyback on the Election hype bandwagon. Every area you mentioned; business, education, research, and government policy, has a STRONG political influence. Being this is an election year and we are a couple months away, getting an RSS feed on the hompage of political sites and thereby building a database marketing program from the visitors (and potentially sharing the reader base of ALL the websites you gel with via appearances in the newsletters - this can be implemented by the PR firm) can give the company a mega-blast of highly targeted individuals.

    OK. I had to get that out in the open before I forgot. I'll follow along and post more as it comes to me and per your responses.

    Look forward to your feedback!
  • Posted by telemoxie on 9/21/2004 at 9:20 PM Accepted
    Not to belabor the point, but 1) having a large client who "possesses a fair sense of the target community" and 2) getting the right senior level people to actually read your material are two very, very, very different things.

    Many top people I have called on NEVER read their email. Their assistant separates the important from the unimportant, prints out those to be read, and puts them in a pile on the executive's desk.

    Are these senior executives a part of your target market? How will you reach them?
  • Posted by telemoxie on 9/21/2004 at 9:33 PM Member
    Fine, except that for many cases you have it backwards - the CXO does not tell the admin what is important - it is the other way around.
  • Posted by Peter (henna gaijin) on 9/21/2004 at 9:33 PM Accepted
    What Telemoxie said is quite true, and not just about email. The RSS feed and bulletin boards would also have limited effect on reaching C-level folks. This is a highly targetted, yet somewhat ellusive, market.

    Jett's idea about the media like WSJ might be the way to go. I know this isn't your area in this project (the PR folks more have this one), but perhaps you can work some arrangement where you can get in on one of the media often read by C-levels (WSJ, Business Week, The Economist, etc.).

    I met with a guy who has formed a group called CEO Networking. It is aimed as a place where CEOs can go to overcome that 'lonely at the top' effect. I suspect that it may be smaller size company CEOs who are part of this, but perhaps you can find a way to work with them or similar organizations.
  • Posted by Peter (henna gaijin) on 9/22/2004 at 2:07 AM Member
    Ok, other online editions...
    https://www.economist.com/
    https://www.businessweek.com/
  • Posted by Blaine Wilkerson on 9/22/2004 at 11:52 AM Member
    Jim- I can't seem to get answer from the staff...

    How did you post an "Urgent" question?

    -_Blaine
  • Posted by sammykarij on 9/23/2004 at 4:44 AM Accepted
    Jim,

    I believe the ideas you are getting here will take you a great way to offering your client the best service.

    Online business is hardwork. It is even harder with the thought leaders niche. But it is possible. Thought leaders talk to each other offline. They share ideas, and refer each other to helpful resources.

    The strategy here is to get past the gatekeepers and get your target to talk about your client site as great resource.

    The assistants are not only gatekeepers but they also help the thought leaders search for some information. How do they go about looking for great information for their bosses? Search engines! Seek to win on Google or any other search engines.When they find you there and are impressed by you they will talk about you and you will help them impress their bosses!

    Don’t forget journalists and others who write to your target market search for information through search engines. If you help them get helpful information for their audience they will mention your site.

    Your client’s website must win on search engines. This will ensure long time traffic generation. Then, have on the site free information, probably a downloadable e-book that the assistant can download print and give the boss.

    What you are trying to get is to have the richness and expertise of your website get to your niche. If you succeed in getting one of them to consider what your site is offering you will definitely get him talk to others about it.

    The power of buzz marketing can’t be over emphasized.

    Once you win on the search engine try all the other suggestions one a time and see how it works. If you like it take it. If not drop it. Do this for all the other suggestions you have received on this forum and success is yours. You never know how successful these ideas can be unless you try them out.

    Finally I must say this wont be magic but it will require smart work on your part and your client’s part.

    sammykarij
  • Posted by SRyan ;] on 9/24/2004 at 1:40 PM Accepted
    Jim,

    My internet connection died on Tuesday, and I'm just now back online. I see that you've gotten a lot of great input here, so all I can do is reinforce what some members have already suggested.

    I'm a big believer in PARTICIPATION. The comments about getting your target market INVOLVED with the thought leaders -- that's a winner. Although it's probably true that it will be difficult to engage CXO dwellers in forum or blog threads, doing some well-aimed surveys and quick polls might get and keep their attention.

    Good luck with this! Sounds like a whopping fun projects...

    Shelley
  • Posted by Deremiah *CPE on 9/24/2004 at 10:25 PM Accepted
    Jim Deveau/Catalyst, (Shelley offers great advice)

    this is Deremiah, *CPE and I've got something simple, different and innovative. If you don't like it that's okay, I've been using it and I know it works. As some have mentioned above use the craze in RSS feeds.

    USE THIS POTENTIAL FLOOD GATE to reach millions by taking advantage of RSS feeds whose primary resource is news generated through on-line PR Releases.


    Use a BENJAMIN FRANKLIN concept

    CREATE AN ONLINE ***JUNTA*** via A PR RELEASE
    Benjamin Franklin was a master mind at doing this and harnessing the power of thousands of world class thinkers even before there was an internet community. Partnering up with leading thinkers across many diverse industries full of very intellectual thinkers is the key.

    HERE'S HOW YOU DO IT
    Use your press release to generate your interest and simultaneously link your interested parties back to a one page website that outlines specific industry types, benefits for participating and the amazing power that your online community will provide. KEYWORDS are key here in terms of the depth of the various markets you will reach.

    ***GIVE INCENTIVES***
    to those who link back to this site offer an incentive when they offer their emails as part of the participation process. It does not even have to cost you anything other than the "Real Value" of the potential long term benefit of the program positioned right.

    POSITION FOR LEADING INDUSTRY ADVISOR'S the press release should be positioned for those who are serious about offering leading industry advice. They must be the type of audience that can see the value of being connected to other (Hot Wire) generating leading industry producers who see the value of truly being connected to integrated thinkers from diverse industries.

    That's it Jim. That'll get you started. I dare you to try it. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
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