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The MadMen Guide to Thought Leadership

Why I chose MadMen? Quite simply, the show creates great stories, imagery,use of language, delivery, and characters. This was a presentation I prepared for the Professional Convention Management Association (PCMA).

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The MadMen Guide to Thought Leadership

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  1. The MADMEN GUIDE

  2. LET’S BEGIN WITH YOUR

  3. LET’S BEGIN WITH YOUR COMPANY

  4. YOUR COMPANY HAS DEEP EXPERTISE

  5. BUT NO MEANS TO SHARE IT

  6. THEY MAY NOT HAVE THE RIGHT TOOLS

  7. Like him OR THE SOCIAL EXPERTISE

  8. SO IF YOU WANT TO BE YOUR INDUSTRY’S THOUGHT LEADER…

  9. GREAT CONTENT

  10. “OKAY BRASS TACKS… WHO BUYS OUR PRODUCTS?” - DON DRAPER

  11. “WE NEED TO BE ASKING OURSELVES WHAT DO OUR CUSTOMERS WANT ? - DON DRAPER

  12. THEN CREATE A COMPELLING STORY

  13. INVEST IN THIS STEP

  14. WHAT TYPE OF CONTENT IS COMPELLING?

  15. THE LIST: EASILY DIGESTED CONTENT FOR IMPATIENT INTERNET USERS CONTESTS: COMPETITION CREATES BUZZ THE VIRAL VIDEO: WILL IT BLEND THE INFOGRAPHIC: VISUALIZING DIFFICULT OR COMPLEX INFORMATION CONTROVERSY: THE THIRD RAIL OF VIRAL MARKETING THE EXPERT ARTICLE OR HOW-TO GUIDE HIGH-TECH CONTENT: APPS AND WIDGETS

  16. HOW DO YOU KNOW ITS COMPELLING

  17. EMOTIONAL CONNECTION

  18. “YOU DON’T DANCE? OR YOU DON’T DANCE WITH ME?” - KEN COSGROVE

  19. YOUR STORY AND CONTENT MUST CREATE AN EMOTIONAL REACTION

  20. THAT REPEATED OVER TIME CREATES AN EMOTIONAL BOND WITH YOUR TARGET AUDIENCE

  21. NOTTHIS

  22. HOW DO YOU CONNECT EMOTIONALLY

  23. YOUR COMPANY VALUES VALUES UNIQUENESS UNIQUENESS

  24. CONTENT ON APPROPRIATE CHANNELS

  25. “AT SOME POINT, WE’VE ALL PARKED IN THE WRONG GARAGE”

  26. WHERE DO YOUR CUSTOMERS HANG OUT?

  27. WHAT SOCIAL CHANNELS DO THEY USE?

  28. WHO ARE THE CURRENT THOUGHT LEADERS?

  29. WHAT TOOLS ARE COMPANIES USING NOW?

  30. THE HIGH LEVEL PROCESS STORY EMOTION

  31. IT SHOULD END UP AS GOOD AS THIS SCENE

  32. SO CREATE THE PLAN AND HIRE THE RIGHT ‘A’ TEAM

  33. CONNECT WITH MARK FIDELMAN

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