We've looked at the engagement strategy, now let's look at nurture marketing, or nurture social strategy. Really the goals are very different. In engagement, we're trying to build a relationship on a social networking site or social site. In nurture, what we want to do is to build a business relationship. In other words, a relationship that's focused on eventually taking a prospect and turning them into a customer. To do it therefore, we're going to do it a little bit differently. What you're going to see with the nurture social strategy is we're going to have to buy somethings like a database and some software to really make it work. Where as an engagement it doesn't take much to create a Facebook page or a blog or to go on and do a Pinterest page. So we're going to have some investment that we need. But one of the things to keep in mind is that if I do it for one signal product for one target market, like we're going to do here in Capstone, when I do the next product or the next target market, I'm going to be able to use that investment over and over again. In other words, I'm not going to have to buy a new database system. Every time I do it, I'm just going to use the same one for different applications because each one of the strategies will have different landing pages for different target markets at different points in the consumer journey. I'll just be able to use the same system over and over and over until I get to all of my different markets. So to a degree we're investing the first time to get the infrastructure we need to move forward. Now when we start looking at nurture, there's two ways we're going to look at it. There's a simple way which is low cost which is good for startups It's also good for companies in the not-for-profit realm or small business, and then we'll look at the larger systems that would be options if you're a much larger corporation or you have a lot of different markets and a lot of different products. But as we go through it, the basics are the same. So the thing to think about is that everybody is on a consumer journey, whether it's business-to-business or business-to-consumer they want to get from point A to point B. That's also true for not-for-profits or donors for not-for-profits versus your high value donors. They're going through a process. If you look on the left-hand side, it moves from awareness to consideration to purchase and it also has a retention and advocacy as we become multi-buyers or whatever. But the key thing is in the first few times, it's those first three arrows on the left where things are happening. The reason I wanted to use this graphic is I do like the idea that it shows that as we move through from awareness to consideration to purchase, we will use and consume different sorts of media. We might be watching tv and reading things, we might go to a ebook and then we go out to Social and so forth. And finally when we get into purchase we may want to call a telecenter and talk to your people. And so understand that it is a multimedia journey and in one of the other graphics I think we have here is on the right. I like that because it shows a little bit more about those first three. If we identify our problem, the first thing we do is we might go into a research mode. We might then consider it and evaluate it. And then for a business to business company, we'd probably end up with a formal RFP that we send out to multiple companies to do an evaluation. For a consumer market, we don't go through that, but we will go and do some comparison shopping, either online or in a store to figure it out and then we're going to buy the product. Once we begin using it and perhaps use the service functions that the company have and we really love it, we become a loyal person and we repurchase If we don't like it, we go back around the cycle into research to do it again. So there's various ways you can describe it. But one of the tips I want to give you is that sometimes in my Northwestern class students come up with like 15 steps more is not better here, keep it simple. Remember, if I have a target market and three steps, and for each of those steps I put out a couple of text content pieces, a couple video pieces, and a couple audio pieces, I have a lot of work there. I have a lot of different things, and each one of those has to have a landing page. And so there's a lot of moving parts here. Simple is probably better. So think in terms of what are the three things. I do like awareness, consideration, and purchase or research, consider, and evaluate. But whichever one works for you, that's probably the journey and don't try to get too detailed because it's just going to drive you crazy. In addition, don't do it for multiple markets, for Capstone I want one market and one journey. If we can do that, we can do it for your 50 products and your 100 markets. The key is we're going to do them one at a time to make sure we do it really really well. This is the entire nurture program but I'll go through a very high level. The key thing is that you start with the target market over here at the top on the left and what you're going to do is do two things. You're going to create content, which is represented over on the right in the purple at the top and then you're going to create a landing page. And what you're going to do is you're going to have a marketing effort that's going to go out to that target market through multimedia to bring people to the landing page Where you're going to sell them about consuming the content. You're not trying to sell them your product, you're just trying to convince them to go get the content. To do that, they have to go through the registration that's on the right side of the page, and we'll go through that in a minute. When they complete it and they press the red button, then they are given a confirmation email that makes sure that the email is correct and then you can go on download or view or consume the relevant content. At the same time, when they click that button, that information will be transferred to a warehouse, where we can then mash it up against our sales and marketing system, down at the bottom right, to see if there are customer or a prospect. Now that's a basic system. If you think about it, if we have that target market, and we have multiple landing pages out there, for multiple different steps in the product purchase life cycle, all linked to different content at the end we will be able to identify where these people are and do a nurture program just with that. But if you're a bigger corporation, if you will, the warehouse can also then produce a tracking cookie which will allow us to do realtime marketing, all those things that are on the left. When they visit our website or they go to a private virtual community, we can message them by what they're looking at and not looking at to become a little bit more sophisticated at doing this. But again, you don't have to have all those moving components and if you're a startup or you're really research strapped, you can do it manually and do it very well. So here's some things to think about. The required components that you're going to be building into your budget. You're going to have to have a way of doing some landing pages, and we give you some costs to do that. You need to have a database, for every once I have buy a data base, It's mine and I can use it for a lot of application. The only thing is it doesn't have to be a very costly system. A lot of the really commercial database even so free ones out there will do the job. We also need relevant content that's designed for the stages in the consumer journey. We need to put that together into our costing. Then, as an option we can do these real-time marketing systems. The landing page is a key one and I just want to touch base on this, because as you're moving through it, actually doing it, these are sort of the tips and the touch points you need. One of the things I find is really important is you've gotta have a great title. The one thing that works really well is to put the word free right up front, so like free ebook is great. And then something very relevant to the target market. The picture also ought to be relevant to the target market, that makes connection happen. On the left, it tells them what the benefits are of the content you;re putting out there, not your product. You're selling them the content and that's what you want them to do is to click through. You then have the contact information, which consists of your email password. You have an information block where you ask some questions, maybe their address or whatever's relevant. Then at the bottom you give them Opt-in or Opt-out control. You give them a control. Do you want to receive any e-newsletters? Do you want to read our blogs? You let them do that. That then slows to the database where you begin to say who were these people. Real-time marketing depends on if you can afford it. It's not that costly, really, and I would advise you, once you get going, to look into it. But IBM Silverpop or Sales Force, which owns Radian6 both have systems that are kind of really good about don't that. Or you can also do push marketing if you know the timing. For example, if I know to move between awareness to consideration takes two weeks for my particular market and my particular product I could use a product like constant contact to take the people that consume the media in the first stage and wait two weeks and send them the second. Send them a message about, hey we got new stuff out there to be let them move to the second stage of the journey. But I only do that if I really know that's going to work. Because the problem is, if you think it's two weeks but it's actually five. Then you're going to be just noise in their email box and they're going to get really dug in to not want to buy your products and service, so you really want to do it only if it's appropriate. So in terms of the deliverable, here's what I want you to do, develop the consumer journey for one of your products. For each step in the journey, identify two offers which we use to attract. Like maybe we'll give them an e-book or a webinar. Or maybe an article on this subject or an article on that subject. Or maybe we'll do a podcast and an article. And you want that for each step in the journey, and briefly discuss the topic and what you're going to offer to them. Then also be sure that as you're doing that, describe one audio and one video option at the minimum that you'd also use to get to them. The reason I put that in there is I don't want you to just say well, we'll give them an e-book and an article, or an article and an e-book or whatever. As all texts, think audio, think video as well. I want you to develop a landing page that will be a prototype for all the landing pages. Remember, the only difference in the landing page are probably coloration and they'll have a different title. The registration block are probably be the same and the description and the image will be what you're really be changing. So you can do one, you can do them all. And so what we'll do is we'll then go through and once you've developed the landing page, you kind of have an idea of what you're going to be doing. We'll then go through and do the costing and the budget. But that'll be the same for this nurture program as well as for social IMC.
