Power Up Digital Marketing

Power Up Your
Digital Marketing
Know-How
Mart 2017, Belgrade
Prezenteri:
Dragana Jović Tucakov
Filip Josipović
Power-Up Your Digital Marketing Program
Customer Purchase
Web Optimization Social Media
Journey
How your customers shop The basics of building a Tap into new networks and
in the digital age strong online presence build an online following
Content Marketing Customer Lifecycle Customer Advocacy

Management
Making yourself relevant to How to nurture customer
your target customer Build a repeatable business ambassadors and get them
audience to talk about you
Microsoft Partner Confidential 2

Cilj treninga i zaključci
- Da se upoznamo sa mogućnostima koje nudi digitalni marketing
- Da razumemo način i mehanizme koje današnji kupac/klijent koristi prilikom
odluke za kupovinu
- Da razumemo značaj Web sajta
- Da razumemo važnost Društvenih mreža u ciklusu promocije i prodaje
- Kako kreirati dobar sadržaj i kako ga promovisati
- Šta je Marketing Automation

Agenda 15.03.2017.
10:00 Uvod i dobrodošlica
10:05 Customer Journey i Web optimizacija
11:45 Ručak
12:30 Društvene mreže i sadržaj
13:30 Pauza
13:45 Marketing automation
14:30 Pitanja i diskusija

Tradicionalni vs Digitalni marketing

Customer
Purchase
Journey
Part 1. Your Target Audience
Target Audience
A Group of People
- unified by one or more characteristics: their living location, age, sex, income, habits,
hobbies, education and profession
- who have a demand for our product and an opportunity to purchase it
- to whom we want and are able to sell our product

Target Audience Segmentation Approaches
Sociodemographic:
• Gender, age
• Location
• Education
• Income, occupation
• Family status
Psychographic:
• Beliefs
• Hobbies, interests, lifestyle, type of personality
Behavioral:
• Intensity of purchasing, style of purchasing,
• Motivation to purchase a product or a service.
• Loyalty, attitude to product, important product benefits
Segmentation Examples: Basic TGI Segmentation
Innovation
Action
Openness
Risk
Social Responsibility Individualism

Selfishness
Involvement
Responsibility
Prestige
Care Desire to Stand Out
Conservatism
Routine
Inertia
Weariness
11
Segmentation Examples: Basic TGI Segmentation
Bargain Shoppers
Inactive
Active Shoppers
Shoppers
Traditional Service
Shoppers Shoppers
12
Core vs
Secondary
Audience

Defining Customer Persona (profile)
• Giving them a name, age and location – they are human after all!
• Describing what they are like
• Understanding their goals, motivations, problems and challenges
• Thinking in which ways your solution might help them. You also need to understand the way they consume
information.
• Do they do a lot of research online or in hard copy?
• If they are primarily online, is it at their desk or on a mobile?
• Do they read blogs?
• Would they spend time watching videos?
• Do they work in the same location or are they spread out geographically?
• Important is also to thing about the ways of personalization – also in form of content adaption. Usually
personalization is key on the later stages of customer journey

Part 2. Unique Value Proposition
Unique Value Proposition Template
UVP Template
For target audience , who statement of pain, etc
we propose solution name that statement of benefit .
Unlike Competitors or alternative solutions , statement of benefit
Statement of differentiation .

Unique Value Proposition Example
For non-technical marketers , who strive to return investments in social media ,

UVP Example
lack expertise to understand and to sell internally the existing analytical data, showing SMM ROI ,
do not have cheap, usable and simple visual ROI results, only heavy indigestible tables and diagrams
we propose SMMONEY, a visual and simple analytical system that shows SMM ROI in profit, not in engagement .
Unlike other analytical systems, agency reports , own social media reports
Statement of differentiation shows earned money, not digital criteria; easy to read and
. easy to demonstrate in ppt slide; cheap

Exercise. Unique Value Proposition
Time: 15 minutes
Exercise Result: Filled in UVP template. Workbook Page 13.
Create your unique value proposition for your core client.

Part 3. Customer Purchase
Journey Stages
Cloud Customer Purchase Journey:
IDC defines 6 stages of the customer journey as
shown above based on specific goals that must be
met:
• Partners must align their demand generation activities to
these goals and keep pace as customers progress
• Cloud customers go through a cognitive process to

advance their purchase and use of cloud solutions
• Each customer may have a unique path to purchase
• Customers can move forward or backward and even

appear to skip steps. But they need to accomplish stage-
specific goals before they buy
• There are differences in importance and the amount of

time spent in each stage for different kinds of customers
and regional markets, but at the highest level they share
the same decision making process

The customer buying journey has Customer experience is the source of
shifted to online differentiation (Gartner 2015).
Engaged customers buy more
50% frequently
of B2B buyers usually engage a
sales rep only after they’ve already Engaged customers spend more
65% made a purchase decision. 200% per year
Engaged customers are more
5x likely to indicate brand loyalty
Source: IDC eBook, sponsored by Microsoft, The Modern Microsoft Partner Series,
Source: Mcorp 2016
Part 3: Modernize Sales and Marketing, 2016
Get Found Convert Triage Nurture
Industry Focus Digital Engagement Deliver Value Build Relevance

Thought Leadership Calls-to-Action Engagement Remain in Conscience
SEO, SEM, Social High Value Offers Communications CRM/Automation
Cloud Customer
Purchase Journey:
Explore
Customer Goals Partner Goals
• Fit a solution to a business challenge.

• Build unique value-add
• Could include: lowering cost; raising • Drive prospects to qualifying action such as
capacity or productivity; creating or demo, event, or trial subscription
responding to competitive threat.

Cloud Customer
Purchase Journey:
Evaluate
Customer goals Partner Goals
• Quickly qualify buying intent via

digital/tele-marketing.
• Validate and compare seller claims through
demos, references, product trials.
• Carefully track which customers progress
and invest resources accordingly.

Cloud Customer
Purchase Journey:
Purchase
Provide some or all of the following to help close:
Commit to deploying the solution as soon as Quote, request for proposal and return on
possible and negotiate terms and conditions. investment tools, case studies, customer
references.

Cloud Customer
Purchase Journey:
Expand
• Provide best practices to drive success and

business value.
• Master the solution, move from pilot to
• Identify internal champions and connect
production, consider adding new
them to potential users.
functionality and user groups.
• Leverage service, support, sales, and
marketing to cross-sell and up-sell.

Cloud Customer
Purchase Journey:
Renew
• Review satisfaction with the solution and

• Reach out starting 90 days ahead of renewal
provider
date
• Assess performance and potential
• Resolve issues
• Decide whether to continue the
• Evaluate up-sell and cross-sell opportunities
relationship.

Cloud Customer
Purchase Journey:
Advocacy
• Make your customer the hero.

• Develop a strategic partnership with the
• Recruit and coach references.
supplier
• Arrange press and speaking opportunities.
• Become a reference account, and actively
promote success. • Encourage contribution to social media
related to target audiences.

Part 4. Key Marketing & Marcom
Instruments at Different Stages of The
Journey
Usage of Marcom Instruments
At Different Stages of Customer Journey
Email
SMS
Social Ebook Email
Sales Email Reviews
Print/TV Website Coupon
PPC Webinar App Community Sales Community
Explore Evaluate Purchase Expand Renew Advocacy
Blog Catalogue Social Website Social

Direct mail
Social Direct mail Events
In-store FAQ
PR SEO
eCommerce Email

Attracting new customers
Description Partner Response Specific Activities Program
1. Become easy to find and 1. Cleary defined differentiation and value prop
Customer identifies a contact 2. Strong website design 1. PowerUP
business need or 2. Ensure value and 3. Clear cloud offering on website 2. Pinpoint
Explore challenges and searches for

possible solutions
differentiation is apparent
3. Address specific needs
4.
5.
Optimized site through SEO
Pinpoint profile optimization
across scenarios 6. Online marketing campaign
7. Social media presence
8. Strong leads management process/CRM
1. Support customer learning

of solution 1. Leverage marketing content from PMC 1. ModernBiz Accelerate
Customer identifies a 2. Process in place to qualify 2. Ability to demo product across scenarios 2. O365 30 Day Trial
business need or 3. Convert prospects to potential customers through 3. PMC
Evaluate
new leads (i.e. tele)
challenges and searches for 3. Know how to demonstrate interaction and customer emersion experience
possible solutions product value 4. Leverage trial offer and support in set up
4. Set up 30 day trail offer
1. Help understand 1. Licensing Options

1. Identify correct billing model
Customer identifies a options for purchase 2. Pre-sales technical
2. Provide details on value added services such as
Purchase
business need or 2. Facilitate smooth support
migration, training and technical support
challenges and searches for buying process 3. Readiness on
3. Land post-sale customer support
possible solutions 3. Sell value added improving margins
4. Ensure Partner of Record indicated
services (i.e. migration) through cross-
selling

Repeat business and referrals
Description Partner Response Specific Activities Program
1. Support migration and deployment to drive usage
1. Migration and 1. FastTrack
Customer implements the and consumption
deployment 2. Partner Readiness
solution and discovers 2. Set regular connects with customers to re-assess
3. MPN Competencies
Expand
additional benefits, new 2. Technical support whether their needs have evolved
3. Multi-service selling 4. ModernBiz Thru-
needs or wants to scale-out 3. Identify cross-sell and up-sell opportunities
through cross-sell / Partner Marketing
4. Adopt solutions based sales approach to drive
up-sell multi-services sales with attached managed
services to maximize margins
1. Once received notification from Microsoft 1. Partner Readiness

Customer decides whether 1. Reach out 90 days before
(available only if Partner of Record), connect with 2. ModernBiz Thru-
to renew their subscription renewal
customer about renewal options Partner Marketing
Renew and add additional services 2. Determine new multi-

2. Identify cross-sell and up-sell opportunities
service opportunities
3. Adopt solutions based sales approach to drive
3. Customer satisfaction
multi-services sales with attached managed
follow up
services to maximize margins
1. Develop affiliate program 1. Design affiliate program for managing referrals and
for referrals 1. PowerUp
Customer decides whether communicate to your top customers
2. Ensure process in place for 2. ModernBiz
to promote the solution to 2. Invite your customers to speak at ModernBiz
Advocate others new leads management
3. Foster customer 3.
Accelerate events
Work with digital marketing agency to seed
Accelerate
ambassadors information and referrals which customers can upload

4. Encourage contribution to on social media site and track results
social media

Web optimization
Power Up Your
Digital Marketing Know-How
for Microsoft Partners
Microsoft Partner Confidential
34
Exploration http://princeink.com
Stage. Website
Example
Prospects or “suspects”
are in information-
gathering mode. Include:
• What you do
• Your target market
• Your value proposition
• Where to find more

information
• Company tone
35
Evaluation http://www.apptix.com
Stage. Website
Example
Prospects are
considering
the purchase. Include:
• Your value
• Education about your solution
• Offer a demo
• Options to help choose
• Case studies/testimonials
• Analyst reports/articles
36
Purchasing http://www.hubspot.com
Stage. Website
Example
Prospects are in pre-
purchase mode. Include:
• A compelling win-win
scenario
• Free trials
• Free assessments
• Promotional offers
• Post-sales support and
training
37
Web Site
Analysis
1. UX Design
2. Semantic core analysis
(key words)
3. Search engine machine
analysis
4. Web site traffic
5. Results and ideas
38
How to Start?
P.R.E.S.E.N.C.E. methodology
39
P.
Precisely define your

company’s value on
your home page
40
R.
Rely on customer
testimonials and case
studies to tell your
story
41
E.
Equip your site to

handle mobile and
tablet visitors
42
S.
Skimmable design
with white space,
subheads, and visuals
43
E.
Engaging content that

is fresh, well-written,
and gives the user a
reason to return
44
N.
Navigation that is
simple and easily
allows the reader to
find what they came
for
45
C.
Calls-to-action that
are prominent and
lead the user through
your sales cycle
46
C.
Calls-to-action that
are prominent and
lead the user through
your sales cycle
47
E.
Easy to find contact

information on every
page
48
P.R.E.S.E.N.C.E.
P Precisely define your company’s value on your home page
R Rely on customer testimonials and case studies to tell your story
E Equip your site to handle mobile and tablet visitors
S Skimmable design with white space, subheads, and visuals
E Engaging content that is fresh, well-written, and gives the user a reason to return
N Navigation that is simple and easily allows the reader to find what they came for
C Calls-to-action that are prominent and lead the user through your sales cycle
E Easy to find contact information on every page

page 6 in your workbook
https://www.quicksprout.com/2013/10
/17/the-anatomy-of-a-high-
converting-landing-page
Social Media
Marketing
Power Up Your
Digital Marketing Know-How
for Microsoft Partners
Part 1. Social Media:
Definitions, Terms, Channels & KPIs
56
Social Media Marketing
Definitions
- Process of driving traffic (user attention) to a brand or product via social platforms
- Complex of actions that use social networks as channels for company marketing
(or solving other business issues)

Social Media
Today

What is SM?
Online platforms Content
Online platforms:
that enable users to: on a social media platform is:
• create, share, adapt and reuse • are largely public, • discoverable

content, engage in digital although gated communities • community moderated
dialogue and collaboration exist on some platforms • persistent
• create linkages, groups • are accessible 24/7 from a • subject to conditions of use
and communities range of devices and locations
• have peet-to-peer contact • generally expose users to
• interact socially with an unknown audience
other users
• create and maintain their
own user profiles and IDs

SM Landscape
Forums
Social Games Special Projects
Music
Common
Social Networks
Video Content
media Social Professional
Photo media
Podcasts Functional
Wiki Aggregations
Presentation
Blogs
and microblogs

Social Media
Marketing
(SMM)

Part 2. Marketing Mix
in Social Media
62
4P On Social Media
Product = Branded content
Placement = Platform
Pricing = Social Media Objectives
Promotion = Messaging

Is Your Company Social?
Check-list for Social media Marketing Mix
Branded Content (Product) Objectives (Pricing)
• Does the content meet the user’s needs/platform • Which tool will help you to meet your social media
requirements? goals?
• Are you speaking the customer’s language? • What kind of return can this tool give me?
• Is it easy to read and see (visualization is key!)? • How do I measure and match the social media data
• Is it provocative enough (encourages shares, likes, with other business figures?
comments, bookmarking)? • Is the Social media presence integrated into the
• Is the content quickly and easily adjustable? business analyzing tool (WEB analytics, internal data,
marketing and financial KPIs)
Platform (Placement) Messaging (Promotion)

• Which social platforms are popular with your business’s • Do users feel your real presence?
target audience? • Are you able to react promptly to user comments,
• What are the affinity indexes of these platforms? feedback or claims (maintain a real-time dialogue)?
• Can you integrate the platform’s chicklets and APIs into • Does your response have value – providing help,
the website? advise and answering questions efficiently?
• Do you have enough resources (internal/external) to • Can other promotion types help build awareness and user
work with the platform(s)? involvement (i.e. questionnaires, contests, viral content)?
• What kind of call-to-action could be used?
• How do adverts fit into the global
content promotion strategy?
Part 3. KPI for Social Media
65
Key performance indicators for SMM
Impressions
Coverage
Important! Use
Social Listening
(HootSuite, Google
Clicks blogs, etc)!
Day
audience
End Actions
Likes/Shares/ Engagement
Comments/ Rate
CTR Reposts
CPC

Part 4. Marketing Management in SMM
67
12 Steps to a successful SMM campaign
DEFINE SHARE
REPORT
SET UP the SMM ALIGN POST results & ideas
CREATE REPLY on a regular UPDATE
strategy internal relevant
RESEARCH GOAL(S) editorial TREAT & and act basis your plan
CHOOSE resources content Use a
& know your thinking calendar social media accordingly regularly
a platform/ Audience common
audience S.M.A.R.T. separetely Schedule
network profile, KPI's, Assign the That relates to dashboard for
Plan out the Be responsive reporting to Note the ideas, best
campaign responsibilities newsworthy
Which topics What content topics, Note the to UGC and follow the tops & flops,
that speaks concept, - who is topics in a practices from
and interests do you want headlines, message style negativity!. social activity change things
best to your promo events, posting, timely manner. employees &
are more your social related links and best time Don’t ignore KPIs and that don’t partners.
audience themes. responding Don't forget
social? efforts to and publishing to publish comments & related work, make
Unique to and following breaking Integrate the
accomplish? schedule feedback business A/B tests
each metrics news! best ones into
metrics the plan
paltform!

Step 1: Research & Know Your Audience
Find "pain"
Demographics Look at clients Find prototypes
points
• Gender • Customer • Internal data • Social

• Age Problems • Partner's profiles
• Income • Needs feedback (Facebook,
• Occupation • Wishes • Interviews/ Linkedin,
• Location focus groups Google+)
• Fam • Existing
customers
Tips on Getting the Information:

• Industry reports
• Job descriptions
• Social networks profiles
• Interviews, surveys (on and offline)
• Social network insights
• Internal database analysis
• GA analytics, HubSpot

Case
Workbook page 12.
Please choose a hero
who is most like your real-life
target audience.
Owner Ollie Marketing Mary Enterprise Erin
(1-100 employees) (100-2,000 employees) 2,000+ employees)
• “Owner” of business • “Director/VP of Marketing” • CMO/VP of Global Marketing

• Started with own capital • 10+ years marketing experience • Manages high level strategic
• Helps with sales, finance, • Worries about “brand presence” objectives from the C-Suite
marketing, HR (colors, logo, fonts) • Biggest hurdles are organizational
• Static company website • Skilled at PR and branding change rather than software
• No CRM system • Website built for 25K with firm • Unhealthy relationship with sales
• Wants to get more leads and • Uses Salesforce.com • Wants software that can conform
earn more money • Wants to learn inbound marketing to the organization’s unique needs
• Needs easy to use tools • Needs reports to show CEO • Services and relationship just as
• Wants his life to be easier • Doesn’t like to tinker important as the software itself

Step 2: Choose Platforms To Speak
• Analyze affinity indexes
of major social platforms
• Look at what competition
is doing
• Ask your employees,
they are the professionals
in the industry
• Find out relevant and interesting
topics, keyword and follow them
• Mind map your choice

Express-Exercise.
Help Ollie Chose The Right Platform
Time: 5 minutes
Exercise Result: Your recommendation in
Workbook, page 12.
Create a profile of one of your typical

customers, using the template in
your workbook
Ollie chose LinkedIn,
a group that shows members’ occupation.
Ollie didn’t launch a group (too slow),
but instead created targeted ads for logistics
managers, and joined a logistics group where he
proposed a news and logistics legislature thread.
Well done, Ollie!

Step 1: Build brand awareness
Set Up Goals Drive traffic to the site and/or blog
Get new customers
Increase SEO KPI’s
Win back existing customers
Collect market feedback from customers
Change the reputation of the brand
Become the “spiritual” leader of the industry
…
Step 4: Define the Strategy
Objectives: Objectives: Objectives:
• Brand awareness and engagement • Brand awareness and engagement • Brand awareness and engagement
• Lead generation or customer acquisition • Lead generation or customer acquisition • Lead generation or customer acquisition
• Share a mix of relevant links, blog posts • Share a mix of relevant links, blog posts • Share a mix of relevant links, blog posts and engaging content
and engaging content and engaging content • Segment influencers and create lists
• Promote upcoming events • Promote upcoming events • Communicate issues from social media to support team
• Engage with influencers • Engage with influencers and ensure follow up
• Listen and respond to relevant conversations
Action Items: Action Items: • Build reputation
✓ Set up sponsored posts and ads ✓ Create and join relevant groups
✓ Set up Facebook tabs that sync to ✓ Encourage employee participation Action Items:
your marketing automation platform ✓ Monitor and participate in Q&A ✓ Use promoted tweets and pinned tweets
✓ Set up sponsored posts and ads ✓ Set up Twitter Lead Generation cards
Key Metrics
• X number of posts per day Key Metrics Key Metrics
• Page followers • X number of posts per day • X number of posts
• Likes • Page followers • Followers
• Engagement and comments • Comments, likes and shares • Mentions
• Referring traffic • Group participation • Retweets
• Shares • Referring traffic • Number of lists
• Lead generation/new customers • Lead generation/new customers • Hashtag usage
• Influence of Twitter followers
• Lead generation or customer acquisition
• Referring traffic
• Favorited tweets
Step 4: Define the Strategy (continued)
Objectives: Objectives:
• Brand awareness • Brand awareness
• Engagement with visual content assets • Lead generation or customer acquisition
• Lead generation and customer acquisition • Share a mix of relevant links, blog posts and engaging
• SEO optimization content
• Generate additional views
Action Items:
Action Items: ✓ Optimize for SEO and set up Google rel=author tag
✓ Determine ownership for visual content on SlideShare ✓ Create and promote upcoming events
✓ Work on regular SlideShare presentation creation ✓ Utilize Google+ hangouts
✓ Choose agency for stellar design
✓ Turn on the forms feature in SlideShare so you can sync leads Key Metrics
to your marketing automation platform • X number of posts
• Google+ circle adds/follows
Key Metrics • Google+ mentions
• X number of presentation • Google+ 1
• Followers • Referring traffic
• Views
• Shares
• Lead generation and customer acquisition
• Downloads
• Favorites

Express-Exercise. How Ollie Sets Up
Strategic Goals for Different Platforms
Time: 5 minutes
Exercise Result: Your advice to Ollie, Workbook page 17.
1. Communities of his firm in Social networks. Those will work for assembling existing
audience and change of perception of the audience towards the company
a) Context special projects, talking of new business
b) Retargeting to the FB audience
c) Promotion of posts on new products to the existing audience of the community
2. Special project. This will recruit prospects. Ollie will use:
a) Targeting in LinkedIn
b) Special projects at thematic platforms – mass media, blogs, etc.
c) Working with opinion leaders on the base of their groups – blogs and mass-media blogs
3. Joined newsletters with partners to recruit qualified leads
Cheat sheet на странице 36 в рабочей тетради

Step 5: Social Media Team
Copywriter: Community manager: Analyst:
• Knows all company news • Posts content • Tracks success of the content
& product benefits • Monitors mentions • Analyzes active users
• Finds ideas for content • Prepares comments • Looks over the KPI’s
• Identifies best cases • Posts Comments
• Prepares content • Finds active user
KPI KPI KPI

• Engagement • Engagement • Positive KPI dynamic
• Reaction

Step 6: Create Editorial Plan
Editorial policy – detailed description of publishing tactics including topics, tone of message, author info.
Reaction policy – timing when reacting to messages/comments, typical question/situation scrips,

rules on working with spam, trolling, flooding and aggressive users.
Content table – chronologically arranged table (calendar itself) with defined topics,
publishing times, information sources or proof links.
Content plan – document containing pre-written posts, publications, images,

keywords/hashtags, publication dates and times.

Step 2: Create
Editorial Plan
1. Publishing Date
(numerical date)
2. Content Type
(video, blog, podcast, etc.)
3. Content Title
4. Author
5. Purpose (driving traffic,
informing customers, etc.)
6. Keywords, hashtags, links
7. Progress
8. Target Audience
9. Platforms
10. Status
Step 7: Check Your Content
• Useful/Informative • Funny/Entertaining • Product Reviews (UGC)
• Interesting • Surprising/Shocking • Product Images/Video
• Unique/Original • The Product/Service • Price
• Inspirational • Product Description • Blog
 Too many posts about nothing - just to warm up the audience.

 Too few posts. 140 symbols on Twitter per month won’t achieve anything.
 Not reacting to breaking news and hot topics (even if they have no direct connection to your business).
 Mistakes, misspellings. Proofread messages before publishing. Check the links.
 Too #many #hashtags #in #one #message.
 Oversaturated with brand mentions, not enough value. Be careful not to let your brand affinity influence
the quality and value of content.

10 TIPS & TRICKS,
that will immediately increase your SMM effectiveness
1. Adding an article link or a picture to a tweet increases click/retweet frequency by 108%;

A new Facebook status with a picture produces 104% more comments than one without,
54% more likes & 84% more clicks.
2. Optimal post frequency depends on the network:

FB: 1-4 posts per day
Twitter: not more than 1 per hour
LinkedIn: 1 a day is enough.
3. Optimal posting ratio:

20% own news vs. 80% useful & entertaining news from other sources.
4. Average content kills your rating.
5. Always put a link in the news post. A link in the first part of the post greatly increases it’s CTR.

10 TIPS & TRICKS,
that will immediately increase your SMM effectiveness
6. Adding a call to action to your post increases click ability by 14-30%.

Good ratio: ¼ posts – should include a call to action.
7. Using blue “link” color - #4c66a4 (HTML, Web color code; Facebook) in your posts will get you 16-28%
more clicks.
8. Using #hashtags is essential.

Important: #don’t #overburden #your #message #with #hashtags as it #stops #being #readable.
9. Publish your posts when the target audience is online.
10. Some words encourage the reader to repost. Breaking, Important, Alert, Free, Guarantee,
Effective, Step-by-step, numbers (“6 Ways to Lose Weight”).

Good Content

Express-Exercise.
Write a post for your hero’s new business
Time: 5 minutes
Exercise : Write a post for your hero’s new business for a social network of your choice.
Follow recommendations in the workbook. Do not forget to add a visual!
Workbook page 22.

Step 3: Treat all
Social Media
differently
Best Days and Times

to Post on Social
Media Sites

Step 8: Treat all
Social Media
differently
Adjust the tone

of your message to
the platform you use

Step 9: Reply
Basic rules of
responding to feedback
on social media.

How 2 Reply? Your company is
BRANDED BY DEVIL!
You have a 666 model!
I hate your Your offices in will
company… explode on 01/05 at
!!!! midnight, this is God’s
punishment
How can I pay for
your service?
Please, don’t
SPAM my
newsfeed with
your posts!
What do you
think about
INTERNET OF
THIHGS in our
$
country?

Step 4:
Report Schedule the reporting according to the KPI's for social activity and
related business metrics.
Every social media has instant statistics tools to measure performance.

Depending on your business you have to plan the frequency of the
reporting.
For main metrics For deeper more structured information use specific tools to monitor
of key platforms social media activity and performance.
go to page 24 It is also necessary to match social activity with your instant commercial
of your workbook activity and to see the influence of metrics on to each other.

Step 7: Audit &
update of Your
Editorial Plan

Exercise. Community Audit
Time: 15 minutes

Exercise Result: Filled in check-list for Dell
community audit. Workbook Page 27.
Let us audit the community DELL ENTERPRISE on Facebook.

Please follow the link https://www.facebook.com/DellEnterprise.
Analyse the community page in group and fill
in the audit check-list in your workbook.

Exercise. Community Audit
Let’s compare the results
Content: Are the business goals met in the points of:

• Timely and relevant – YES • Analytics data – NO
• Complete – NO • Site metrics – NO
• Current – YES • Search data – NO
• Accurate – YES • Customer feedback – NO
•
•
Consistent – YES
Engaging – NO
15 minutes
How is the presentation of the brand in terms of:
• Easy-to-read/scan – YES • Terminology – GOOD
• Audience-appropriate – NO • Tone and voice – GOOD
• Communicates key messages – YES • Imagery – GOOD
• Meets user goals and interests – NO
Are the performance metrics analyzed and observed:
• Audience reach – n/a

• Followers – n/a
• Impressions, clicks – n/a
• Interactions (shares, tweets, likes, comments) – n/a
Which 3-5 key improvement recommendations would you give to the community administrators?

Step 12: Share Results
90%
80% Employee Advocacy:
Your Employees
are Your Brand
90% of an employee’s social
audience is new to the brand
Engaged employees are responsible – Dell Study
for 80% of customer satisfaction

– David Macleod & Nita Clarke
Employee-shared content receives 7x

7x more engagement than brand-shared content
– Based on SocialChorus Implementations

Case. How Ollie Involves His Team Members
into SMM Company Activities
Workbook Page 30.
Read how Ollie involves his team members into SMM company activities.
Which of SHARING tools do you use in your company?

Which of the tools you could use?
Which are the tools that Ollie does not use, but you do?

A Self-marketing Moment
LET’S LOOK AT RESULTS?

DERIVE CONCLUSIONS?

Content
Marketing
Part 1. Definition & Purpose
of Content Marketing
What is Content Marketing?
Definition:
Content marketing is a set of strategies, techniques and tactics to fulfill business and
customer goals by using content across the customer journey and several business
functions in a consistent, integrated and continuous way.
Definition by: Content Marketing Institute

Content Marketing Business Purposes

What is the
Role of Content
Marketing?
• Provide relevant
targeted content
• Raise awareness of
your expertise
• Differentiator

3 načina za razmišljanje o sadržaju
People who browse: People who search: People who subscribe:
ↆ ↆ ↆ
Traže Traže Traže
INSPIRATIVNI RELEVANTAN REDOVNI

SADRŽAJ SADRŽAJ SADRŽAJ
Microsoft Partner Confidential Izvor: Lazar Džamić, sa konferencije DIDS2017 101

Content to Use at Different Stages of the Buyer’s Journey
Stage Persona Content to use
Email, Social, Product Descriptions,

Time
Explore Researcher
Value Propositions, Website, Videos,
Evaluate Project Manager, Checklists, Battle Cards, Demo’s,

Implementer, Tester Trial evaluations, Videos
Finance, Decision Maker,
Purchase Contracts, Statements of Work,
Purchasing
Expand Implementers, Users, Training, On-boarding, Support
Finance, Decision Maker, Proof of Concept, Return on
Renew
Purchasing, Investment, Reporting, Surveys
Email and calls to get testimonials
Advocacy Decision Makers, Users
and case studies
Part 2. Create Content
Where to Get Content
Reorganize: Rewrite: Retire:
When you reorganize content, Companies often find it useful to You cannot use the same content
you are taking pieces of existing rewrite content when the content indefinitely. If content isn’t
content and restructuring it in a they have is either dated or has performing as well as it should, or
way that is more useful to your been exhausted due to a high level if its consumption has significantly
prospects or customers. There of previous consumption. Rewrites decreased and you do not think it
are many ways to do this, like are often less time consuming than will be useful to reorganize or
compiling blog and web content creating new content but will still rewrite, then it is time to retire it
in a white paper, or by using need time and attention to execute from your content library.
brochure content as the properly. Make sure that rewrites
foundation for a new video. are compelling and more successful
than the original.
The best way to start collecting appropriate content is a quick audit of what you already have.

Where to Get Content
• MPN (kampanje, web content, events,...)
• Smart Partner Marketing (gotovi materijali, readiness,

preporuke)
• YouTube
• Blogs, Social
• Articles

What: IT/End User - features
How: Managers - business process/departmental focus
Why: Leadership – results oriented ($, risk & control)

Keywords
Optimizing your content to take advantage of the keywords means that the research comes before the writing.
Before you write content,

Repeat primary keyword : Use shorter pages :
do a keyword study:
Use one primary keyword In the page URL, page title, Focus on one keyword per
focus for each page. You can page description, headline, page.
use more than one but one body copy and SEO fields.
should be primary.

Content calendar
4 Axes of a Good Content Plan
Editorial policy – detailed description of publishing tactics including topics, tone of message, author info.
Reaction policy – timing when reacting to messages/comments, typical question/situation scrips,

rules on working with spam, trolling, flooding and aggressive users.
Content table – chronologically arranged table (calendar itself) with defined topics,
publishing times, information sources or proof links.
Content plan – document containing pre-written posts, publications, images,

keywords/hashtags, publication dates and times.

Content calendar
Necessary Elements of Content Plan
1. Publish Date (numerical date) 6. Keywords, hashtags, links
2. Content Type 7. Progress
(video, blog, podcast, etc.) 8. Target Audience
3. Content Title 9. Platforms
4. Author 10. Status (i.e. first draft,
5. Purpose (drive traffic, in review, published)
inform customers, etc.) 11. Campaign

Part 3. Promote Content
Ways to Distribute Content
• Websites/Microsites • News media
• Commercial Websites • Direct Sales
• Partner Sites & Guests • Sales materials
Blogging • Call centers
• Social Media • Podcasts
• Trade Press • Video
• Telemarketing • Webinars
• Events • Infographics
• E-mail/Automated
Marketing

Part 4. Analyzing & Recycling Content
Content Metrics
Consumption Metrics Sharing Metrics
Lead Generation Metrics Sales Metrics
Measure, revise and iterate content consumption and sharing.

Correct tracking is important! Measuring and analyzing all the sources of traffic isn’t enough.
You have to define which content and tactics are driving the highest levels of engagement and
conversion to the business goals.

Is the Content: Does the Content Include:
Creating Findable


An h1 tag
At least two h2 tags
Valuable Can the user find  Metadata, including title, descriptors & keywords
the content?  Links to other related content
 Alt tags for images
Content Readable


An inverted pyramid writing style
Chunking
Can the user read  Bullets
the content?  Numbered lists
 Following the style guide
 An appropriate content type (text, video, etc.)

A Step-By-Step Understandable  Reflection that you considered the user personas
Checklist Can the user understand

the content?


Context
Respect for the audience’s reading level
 Articulate an old idea in a new way
 A call-to-action
Actionable  A place to comment
Will the user want  An invitation to share
to take action?  Links to related content
 A direct summary of what to do
 Something to provoke an emotional response

Shareable  A reason to share
Will the user share  An ask to share
the content?  An easy way to share
 Personalization (add hashtags to tweets, etc.)
Customer Lifecycle
Management
Part 1. Customer Lifecycle Management,
Terms & Definitions
Customer
Lifecycle
Management
Acquire Convert Serve
Explore Evaluate Purchase Expand Renew Advocacy
vs. Customer
Purchase
Journey

Part 2. Customer Lifecycle
Management Stages
Stage 1. Lead
Generation/
Acquisition
This process starts with targeting, goes

through attraction of targeted customers
and finishes with the offer, they might
consider (or not).
What to do at this stage
• Segment your database • Use social media to search for best

• Profile your best clients prospects (instant segmentation,
• Find prospects that match likelihood)
• Search external database & lists • Use marketing automation tools
• Use inbound marketing to generate lists • Pay-per-click and paid ads for short term
(SEO, landing pages with short opt-in • Retargeting to win back to the site
form) • Personalized e-mail campaigns
• Lead-generated content

Lead-generation on-site
Homepage Website Content Landing Pages Product/Service Pages Resources Page
 Hightlight the latest/hottest  Use attention-grabbing  Include your logo  Use strong calls-to-action on  Organize your content
content headlines  Write a great headline each product page logically
 Use eye-catching visuals  Tie customer needs to  Focus on a single call-to  Make contact information  Make your content easily
 Write catchy copy solution benefits action clear on the page accessible with one click
 Include ways for people  Make calls-to-action clear and  Entice readers to respond to  List pricing information (if  Include visual thumbnails for
to opt-in to content prominent your offer applicable) each asset
 Use consistent voice  Use plenty of bullet points  Address customer pain points  Make sure each page is
 Write clear and concise copy  Feature relevant visuals optimized for SEO
 Copy edit for typos and  Include a short from to
grammatical mistakes capture leads
 Keep paragraphs short  Display a “Thank You” page
 Use easy-to-read font pointing to a related offer
 Make content scannable
 Use compelling imagery (little
or no stock imagery)

Stage 2.
Convert
Primary goal is to convert

prospects into first-time
buyers OR to convert
anonymous prospects
to the personalized leads
(by gathering personal
information)

Scoring as
Getting Started with Lead Scoring:
an Effective
Instrument
of Evaluating 1 Gather information
Prospects
2 Determine your ideal target
Lead scoring is
a methodology for
ranking leads in order 3 Align sales and marketing objectives
to determine their
sales-readiness.
4 Select the score criteria

Demographic scoring example
Stage 2. Convert
Scoring
Lead scoring is
a methodology for
ranking leads in order
to determine their
sales-readiness.

Behavioral scoring example
Stage 2. Convert
Scoring
Lead scoring is
a methodology for
ranking leads in order
to determine their
sales-readiness.

Stage 2. Convert
• Lead scoring
• Light triggers
• Leads nurturing
• Retargeting
• Activation of recycled leads (not qualified for sales)
• Follow-ups (after meetings, calls, request ect.)
• Sales forcing content with call-to-actions

Stage 3. The process of serving is just the outcome point for further
Serve: retention engagement: it should prevent the customers from leaving
(churn protection), but more important function is to lead
& growth customers to retention and growth.

What you can
use? Microsoft is using tool named Marketo
Which tools you can use?
1. MailChimp: Email Marketing platform

2. GetResponse: All-in-One Online Marketing Platform

Stage 3. Serve: retention & growth
Customer satisfaction
Satisfied customer
buys more
adds to his current value, repeats purchases gives
products/services &
but also the life time value more often valuable references
new categories
(long-time perspective)

Retention/renewal
In the B2B market the solid renewals forecast is based on knowledge of the following:
• Adoption: Was the customer properly on • Value: Have you confirmed the business value and
boarded? Were there any issues in deploying the KPI success of your solution with key stakeholders
product? Are there gaps in usage? and executives?
• Utilization: Has the customer consumed • Company goals: Have you discussed current
what was purchased? and upcoming initiatives for their organization?
Is there a change in priorities that could impact
• Issues: Are there any open tickets that could the investment in your solution?
impact the renewal conversation? Are they using
the optimal version of your solution or do they • Company changes: Have there been significant
need to upgrade? changes to the org chart? If so, how well have
you built relationships up and down the org chart
• Product Fit: Are there open feature requests? to withstand these changes?
Do they impact business value?

Growth
The growth could come from the following areas and strategies:
Expand Revenue: Charging for increases Cross-Sell Revenue: Selling products

in the use of the current product(s).E.g. and/or services to new departments,
additional paid features to the current lines of business
software Down-sell Revenue: selling new
Up-Sell Revenue: Selling additional products/services to the low price to involve
products and/or services to the existing the customers to try it. Or to sell expensive
line of business products with low margin due to increase
loyalty of the customer.

• Post sales “thank you” • Activation of passive customers
• Newsletter • Contract renewals
• Dynamic subscription management • Churn prevention
• Cross/up-sell • Next-best offer
• Event invitation • Sensor-based trigger alert
• Service messages • Sensor-based up and cross sell
• Satisfaction surveys

Customer Advocacy
Marketing
Part 1. Customer Advocates: Definition &
Importance in Modern Partner Business
Customer Advocates
Definition
A customer advocate is an enthusiastic customer that businesses
can leverage as a source of referrals, traffic and marketing.
They promote the business they like among networks and refer friends
and new business through word of mouth.
They are not employed by the company.
Microsoft Parnter Confidential 139

Customer
Advocates
Importance
Customers in B2C trust each other more than brands.
B2B Prospects want to do business with partners that have a track

record of success and partners that have repeatable successes with
companies that have the same problems that the prospect has now.
Advocate vs. Other Types of Influencing
Customers
141
Microsoft Parnter Confidential
Part 2. Five Steps to a Successful
Advocate Marketing Program

Five Steps to Create
a successful
advocate marketing Analyze Plan
program
1. Planning:
Identifying and getting
advocates onboard
3. Engaging with Reward Recruit
campaigns
4. Recognizing and
rewarding advocates
5. Analyze
Ask

Step 1.
Planning Strategic
objectives
Tactical
objectives
Operational
objectives
Objectives • Increased revenue through
customer referrals
•
•
References
Case studies
•
•
Total number of advocates
Number of advocates active
• Improved customer engagement • Reviews and engaged in campaigns
• Shortened sales cycles • Testimonials • Number of “asks” each
• Increased website traffic, • Recommendation advocate will complete
SEO rank, etc. s Social shares in a given timeframe
Key elements • Improved buyer experience • What percentage of
of a good plan include: • Higher win rates advocates redeem
- program objectives • Better brand recognition their rewards
and reputation
- strategic • Higher customer lifetime value
- tactical • Bigger deal sizes
- operational • Lower lead generation
and sales costs
objectives • Simpler management and
mobilization of customer references
• Higher customer satisfaction

Step 1. Planning
Advocate
Personas
Gather information about your Advocate personas help to understand

customer’s business interests, concerns, who they are, why they advocate for the
and goals. What is your customer’s role organization and which campaigns will
within the company? Who does your be most relevant to them. You may be
customer interact with to accomplish reaching non-customer advocates
daily tasks? Ask yourself How can I as well, including employees, partners,
help amplify their success?” executives and investors.
Step 2. Make an “advocate pipeline”, inviting many, and ending up
Identifying & 1 with several acting advocates
Winning Over
Advocates 2 Identify the potential advocates with your colleagues
from other departments (sales, customer service, etc)
3 Use personalized outreach to invite advocates
Tips :
- Some organizations incentivize - Some great invitations include
their sales and customer success video welcome messages from the
teams to proactively identify CEO or another highly recognizable
and invite advocates using person in your company.
contents and prizes.
Step 2. Present a small number of advocacy campaigns to these early
4 advocates. Start with at least 10-15 “asks” that will allow
Identifying & advocates to engage immediately.
Winning Over
Advocates 5 Solicit feedback early and often through personalized
interaction
(continued)
Use various tactics to win them over (emails, SMM, sales,
6 customer service & product managers support, client events…
see more at page 9 of your workbooks)
Tips :
- Some organizations incentivize - Some great invitations include
their sales and customer success video welcome messages from the
teams to proactively identify CEO or another highly recognizable
and invite advocates using person in your company.
contents and prizes.
Step 3: Engaging with campaigns
A campaign is something that you essentially ask an advocate to do.
Best Campaign Practices:
• Specify campaign objectives Campaign Objectives

• Target campaign to specific advocate personas
• Spend time on converting advocates
Business objective: new customer Tactical objectives: the number
• Use deadlines and limits to create a sense of urgency acquisition or improved customer of advocates to respond to the
• Mix campaign types to maintain high engagement satisfaction. campaign.
• Alert your advocates about campaigns

• Optimize your campaigns

Step 4: Recognizing and
rewarding advocates.
The SAPS 1. Status 2. Access
Recognition
Model
3. Power 4. Stuff
Remember, even when your customers are companies,

your advocates are individuals
Step 4. Recognizing and rewarding advocates
Rewards & Recognition ideas
• Send a hand-written note • Access to an industry report
• Recommend or endorse on LinkedIn • Invite them to speak at your events
• Like, tweet, promote and personally interact (offline or online)
with them on social networks • Allow them to guest blog
• Introductions and connections or contribute to content
• Relevant books (and not just those that • Feature them in a special series on advocates
you have written) • User conference perks
• Conference tickets • Special badges, seating or recognition
• Give to charity on their behalf at user events
• Their favorite cookies, wine, etc. • Host special events or meetups specifically
for advocates
• T-shirt
• Create an elite club and provide access
• Stickers
• Create customer feedback groups
• Pricing discount
• Provide access to the CEO and other executives
• Free product
• Participation in product sprints
• Subscription to a industry journal

Step 5. Analyze
Strategic advocate Tactic advocate Operational advocate marketing
marketing metrics: marketing metrics: metrics:
• Lead generation • References • Promotion

• Revenue influence and attribution • Case studies • Initial participation rates -
• Renewals and upsells • Reviews • Ongoing engagement rates.
• Testimonials
• Recommendations
• Social shares

Step 5. Analyze Total invited advocates
the Advocates
Funnel
Advocates
registered
Advocates who have

participated
Active and
engaged
advocates

Part 3. Advocate Marketing
Tools & Templates

40+ Advocate Marketing Campaign Ideas
Demand generation Product marketing
• Refer a prospect • Share why they love product
• Participate in a webinar • Share why they use product
• Speak at event • Rate and review product on a review site
• Host a customer prospect or site visit
• Schedule a reference call with a prospect
Advocate marketing Customer experience

• Refer an advocate • Connect with other advocates
• Submit a challenge idea • Submit challenge or reward ideas
• Provide feedback on the program • Share LinkedIn groups they belong to
• Poll on favorite/least favorite campaigns
• Read product release notes
• Read best practices and other educational content
• Be entertained – fun challenge
• Share product feedback
• Solve a problem
• Mentor a new customer
• Complete a quiz that allows to learn more about
the advocate on an individual level
40+ Advocate Marketing Campaign Ideas
(continued)
Inbound and content marketing Events
• Share an article about company or industry • Be a speaker
• Spread news about company • Crowd-source event content
• Subscribe to newsletter or RSS feed • Share event testimonials
• Write a guest post for blog • Live tweet using the event hashtag
• Schedule a phone interview for a case study • Participate in a scavenger hunt
• Record a video testimonial • Be an ambassador
• Speak to the press or analysts • Event content feedback
Social, brand and reputation marketing

• Like or follow company on Facebook, Twitter, LinkedIn, Google+, etc.
• Join LinkedIn group and post a comment in a discussion
• Read and comment on a blog post (not just your own!)
• Share the latest blog post with their network
• Respond to a third-party LinkedIn discussion or tweet about the company
• Vote for the company to win an award
• Share their Twitter handle with you and their fellow advocates
• Use a hashtag
• Write a LinkedIn recommendation
References & Testimonials
Reference:
• A customer who is willing to talk with a prospect about you, your solution,
and their experience with you
Testimonial:
• A short written statement attesting to the quality
of your service or product, and their
experience with you
Acme Marketing
helped us…

Case studies
What is a case study?
• Description of the client

company
• Challenges they faced
• Your solution
• Results and business
impact
How many do I need?
• You can’t have enough

Case study
Product
Partner logo name
elements Case study title

Contact
information
Client company
description
The results
The problem &

how the partner
solved it
Client
comments
& quotations

Best Case Study Practices
Ask for a case study as part of your contract:
• Should be a natural part of your project
Ask at the start of a project:

• Be prepared to ask several clients
• Show examples
• Be prepared for a longer process than expected

Learning and Takeaways
• Importance of Content management for each stage of the Customer Purchase Journey
• Content building, promotion and sucess measurement
• How to attaract, retain and renew your customers
• Make customers be your advocates – let them speak for you!

General Q&A
HVALA ☺

Power Up Digital Marketing

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Content Marketing Customer Lifecycle Customer Advocacy

Microsoft Partner Confidential 2

Microsoft Partner Confidential 3

Microsoft Partner Confidential 4

Microsoft Partner Confidential 6

Microsoft Partner Confidential 9

Social Responsibility Individualism

Microsoft Partner Confidential 13

Microsoft Partner Confidential 14

For target audience , who statement of pain, etc

we propose solution name that statement of benefit .

Unlike Competitors or alternative solutions , statement of benefit

Microsoft Partner Confidential 16

For non-technical marketers , who strive to return investments in social media ,

Microsoft Partner Confidential 17

Create your unique value proposition for your core client.

Microsoft Partner Confidential 18

• Cloud customers go through a cognitive process to

• Each customer may have a unique path to purchase

• Customers can move forward or backward and even

• There are differences in importance and the amount of

Microsoft Partner Confidential 20

Industry Focus Digital Engagement Deliver Value Build Relevance

Customer Goals Partner Goals

• Fit a solution to a business challenge.

Microsoft Partner Confidential 23

Customer goals Partner Goals

• Quickly qualify buying intent via

Microsoft Partner Confidential 24

Customer goals Partner Goals

Provide some or all of the following to help close:

Microsoft Partner Confidential 25

Customer goals Partner Goals

• Provide best practices to drive success and

Microsoft Partner Confidential 26

Customer goals Partner Goals

• Review satisfaction with the solution and

Microsoft Partner Confidential 27

Customer goals Partner Goals

• Make your customer the hero.

Microsoft Partner Confidential 28

Explore Evaluate Purchase Expand Renew Advocacy

Blog Catalogue Social Website Social

Microsoft Partner Confidential 30

Explore challenges and searches for

1. Support customer learning

1. Help understand 1. Licensing Options

Microsoft Partner Confidential 31

1. Once received notification from Microsoft 1. Partner Readiness

Renew and add additional services 2. Determine new multi-

ambassadors information and referrals which customers can upload

Microsoft Partner Confidential 32

• Your target market

• Your value proposition

• Where to find more

Precisely define your

Equip your site to

Engaging content that

Easy to find contact

R Rely on customer testimonials and case studies to tell your story

E Equip your site to handle mobile and tablet visitors

S Skimmable design with white space, subheads, and visuals

E Easy to find contact information on every page