Keynote presentation by Lee Odden: Participation Marketing: The New World of Content Co-Creation, Influencers & Integration for Public Relations. PRSA Strategic Collaboration Conference, Chicago 2016.

1. Participation Marketing
The New World of Content Co-Creation,
Influencers & Integration for PR
@LeeOdden, CEO
TopRank Marketing
Image: Shu+erstock

2. @leeodden
About Lee Odden & TopRank Marke?ng
marke?ngblog.com toprankmarke?ng.com

3. @leeodden
3 Key Concepts
Content Marke?ng
Influencer Marke?ng
Par?cipa?on Marke?ng
Image: Shu+erstock

4. @leeodden
Tradi?onal Public Rela?ons
ü Strategy & Messaging
ü Client Develops Content
ü Pitch Client Content to
Earn Media Coverage
Image: Shu+erstock

5. @leeodden
Lis?cles & Cat Pics Bea?ng NY Times?
Source: Nieman Journalism Lab
New York Times Innova?on Report

6. @leeodden
17,000+ newsroom jobs lost since 2007
Source: ASNE census
Image: Shu+erstock

7. @leeodden
Consumers & Media Have Changed
Informa(on Sources
Shortened News Cycles
Social Mobile Tech Use
Boost in Brand Publishing
Image: Shu+erstock

8. @leeodden
The Role of PR is Evolving
PR
Brand
Journalism
Earned
Media
Native
Ads
Owned
Media
Image: Shu+erstock

9. @leeodden
PR & Marke?ng Convergence

10. @leeodden
The converging role of PR with
content and marke?ng is crea?ng demand
for new strategies, skills and expecta?ons.
Image: Shu+erstock

11. @leeodden
The Brand Publishing Impera?ve
Stephanie Losee,
Execu?ve Director of
Brand Content
POLITICO
“Brands no longer need to rely
exclusively on tradi(onal publica(ons
to create content to gather audiences
for adver?sers. Rather, brands now
have the freedom to speak to their
audiences directly.”

12. @leeodden
“If you want to be in the media,
become the media.”
@leeodden
Image: Shu+erstock

13. @leeodden
Brands Are Answering the Call for Content

14. @leeodden
Communica?ons professionals that can
fast-track their ability to adapt and evolve with content
marke?ng will gain a compe??ve advantage.
Image: Shu+erstock

15. @leeodden
“Content Marke?ng is the planning, crea?on, and
amplifica?on of brand and customer focused
narra?ves that drive measurable business outcomes.”
@TopRank
Image: Shu+erstock

16. @leeodden
Content Marke?ng, PR & Media
Earned Paid
Owned Co-Created
Media Rela?ons
Blogger Rela?ons
Na?ve Ads
Sponsored Content
Social & PPC Ads
Influencer Content
Community Content
Curated & Collabora?ve
Content
Website
Blog
Brand Social
Content
PR

17. @leeodden
Top Content Marke?ng Challenges
Challenged to:
Create a Variety of
Engaging Content on
a Consistent Basis

18. @leeodden
How can PR
scale content and
create a compe((ve
marke(ng advantage?
Image: Shu+erstock

19. @leeodden
Ubiquitous connec?vity has turned consumers
into publishers and they expect par?cipa?on.
Image: Shu+erstock

20. @leeodden
Par(cipa(on Marke(ng is the
democra?za?on of content crea?on
and promo?on by co-crea?ng content
with subject ma+er experts,
influencers and your community.
@TopRank!
Image: Shu+erstock

21. @leeodden
Advantages of Content Co-Crea?on
Authen(city: From “real people”
Quality: Taps Exper?se
Variety: Create more quality
Engagement: SMEs & Influencers
Reach: Par?cipa?on Inspires Ac?on
Scale: Distributes Content Crea?on
Image: Shu+erstock

22. @leeodden
Buyers Trust Experts & Influencers
85%
Consumers seek out
trusted expert content
when considering a
purchase. Nielsen
Consumers trust peer
recommenda?ons. Only
33% trust ads. Nielsen
90%

23. @leeodden
They Also Trust Each Other

24. @leeodden
How Are Brands Inspiring Par?cipa?on in
Content Crea?on?
Image: Shu+erstock

25. @leeodden
rei.com/1440project

26. @leeodden
Minnetonka: Crowdsourced Ecommerce
h+ps://www.minnetonkamoccasin.com/myminnetonka/

27. @leeodden
FX – The Americans

28. @leeodden
Doritos Crash the Superbowl
“I have 25,000 ads in the can…
and they’re free!”
Frito-Lay Chief Marke?ng Officer, Ann Mukherjee
6,100 ad submissions in 1 year

29. @leeodden
Krao Crowdsourced Recipes
Source: TapInfluence/Influi?ve
Kraft engaged 180 food bloggers to
create and promote branded recipe
content via social media.
Recipes included Kraft products and
drove traffic using a coupon only
redeemable at Target stores.
Kraft drove huge ROI (3,100%) while
saving money (per recipe cost dropped
from $500 each to $200).

30. @leeodden
QuickBooks: Small Business, Big Game
Intuit QuickBooks: Small
Business, Big Game
Activities invite entrants to
create useful content that
can help other businesses.
Top votes winner gets a
Superbowl Ad.
1,000’s of entrants, millions
voted. Huge media ROI for
Intuit.

31. @leeodden
CMWorld: Modular Mul?-Channel & Media

32. @leeodden
Co-Crea?on Campaigns to Community
Campaigns
40,000 Views
413 Downloads
6,000 Shares
100’s Referrals
20 New Influencers
Sequenced Assets
218,971 Views
15,000+ Shares
4,023 Downloads
1,040 Leads
100’s Referrals
Cumula?ve: 10 Projects
1 Million+ Views
50+ Influencer Assets
140 New Influencers
(50 CMO/VPs)
Leads & Revenue++

33. @leeodden
Intersec?on of Content & Influencer Marke?ng
Image: Traackr (client)

34. @leeodden
Influencer Content Engagement
Brand Created:
Quotes
Social Content/
Shares
Short Interview
Long Interview
Blog Posts, Ebooks
Video/Visual Content
Events
Contributed Ar?cles
Contests
Influencer
Created:
Social Content/Shares
Product Reviews
Blog Posts
Videos/Visual Content
Event Presenta?ons
Webinars
Endorsements
Co-Created:
Twi+er Chats
Event Panel/
Presenta?on
Webinar
eBooks/SlideShare
Videos/Visual Content
Image: Shu+erstock

35. @leeodden
Theme
Analyze Insights
@TopRank INFLUENCER CONTENT FRAMEWORK
Iden?fy Qualify Recruit
Tips/Quotes Interviews
Infographic Social Shares Social Graphics eBook(s)
Audio/Video
Collect
Create
Publish
Pitch
Promote
Repurpose
Events
Audience Brand Goals
Email Phone/Skype Forms
Website Brand Blog Content Marke?ng
Brand Socnets Influencers Social Ads/PPC Email
Industry Blogs Industry Media
Influencer Blog
Iterate/Op?mize
Medium LI Pulse Modular Image: Shu+erstock

36. @leeodden
Puwng Par?cipa?on Marke?ng into Ac?on
In 5 Steps
Image: Shu+erstock

37. @leeodden
1. Story Planning
What theme or topic are you promo?ng for your brand/product?
LinkedIn =
“Online Resume”
“Candidate Recrui?ng”
LinkedIn =
“B2B Marke?ng”
“Social Adver?sing”

38. @leeodden
LinkedIn Marke?ng Solu?ons
21,000% ROI

39. @leeodden
2. Ac?vate Content Par?cipants
List Approach:
1. Include on a list
2. Quote in an ar?cle
3. Do an interview
4. Invite to collaborate
Engage:
1. Follow
2. Share, Like, Comment
3. Talk. In Person!
FollowerWonk
Klear
Keyhole
BuzzSumo
Onaly?ca
Nimble
GroupHigh
Brandwatch
Li+le Bird
Traackr

40. @leeodden
Influencer Tool Workflow
Topic
BuzzSumo
GroupHigh
Traackr
Results
Influencer 1
Influencer 2
Influencer 3
Results
Influencer 1
Influencer 2
Influencer 3
Results
Influencer 1
Influencer 2
Influencer 3
Results
Influencer 1
Influencer 2
Influencer 3
Goal Topic Search Validate Communicate
Engage
Recruit
Promote
Correlate Monitor
Analy(cs
Report
GroupHigh
Traackr Traackr

41. @leeodden
3. Co-Create Content
Na?ve Adver?sing
Blogging
Case Studies
Content Cura?on
Digital Newsle+ers
Earned Media (PR)
eBooks
Email Marke?ng
Gamified Content
Influencer Content
Infographics/Images
Interac?ve Content
Microsites
Mobile Applica?ons
Mobile Content
News Releases
Online Magazines
Podcasts
Print Magazines
Print Newsle+ers
Real-Time Video
Real-World Events
Research & Surveys
Social Content
Tradi?onal Media
User Generated
Video Content
Virtual Conferences
Webinars
White Papers
Image: Shu+erstock

42. @leeodden
4. Amplify Content
• Promote on social
• Email distribu?on
• Cross post
• Op?mize for keywords
• Inspire influencers

43. @leeodden
The Right Influencers Inspire Other Influencers

44. @leeodden
5. Op?mize Performance
Convert
Reach
Search Visibility
Social Network Visibility
Influencer Promo0on
Views & Impressions
Traffic
Content Distribu?on
Media & Blog Placements
Brand + Affinity
Brand Sen?ment
Content Consump/on
Page Views
Click Through Rate
Influencer Interac0on
Social Network Size
Social Interac?ons
Content Interac?ons
Comments, Shares
Time on Site, Content
Paths Through Site
Form Data Captured
Newsle+er Subscrip?ons
Demo & Trial Requests
New Influencers
Contact Us
Orders
- Order Volume
- Order Frequency
- Length of Sales Cycle
- Revenue Per Order
Engage AYract

45. @leeodden
Glassdoor – Curated Quotes
Results:
90,000 views
70% click to download

46. @leeodden
Event Farm – Interviews & Repurposing
Results:
1,084 registra?ons
626 leads
257 MQLs
Source: DGR Killer Content Awards

47. @leeodden
@IBMCommerce – Influencer Community
IBM turned to a group of
#NewWayToEngage Futurists:
Trusted external thought leaders
with a record of innova?on.

48. @leeodden
Takeaways
1. Iden(fy & qualify collaborators: internally, externally.
Challenge them with goals & reward with recogni?on.
2. Set clear expecta(ons: for your content and for contributors.
Iden?fy KPIs to monitor progress towards business outcomes.
3. Find the right tools & resources: Strategy, influencer
discovery & management, analy?cs, op?miza?on.
Image: Shu+erstock

49. @leeodden
Thank You!
If you want your
content to be great,
ask influencers and
your community to
par(cipate!
Lee Odden
@leeodden
lee@toprankmarke?ng.com
TopRankMarke(ng.com
Marke?ngBlog.com
hYp://tprk.us/prsacc16