E-X-I-T-O℠ Workshops

The following 5-step E-X-I-T-O marketing and innovation service provides the foundation to my digital marketing workshops and keynote presentations, which often include a series of videos, discussions, and exercises during each step:

The detailed list of discussion points during each phase of the workshop is as follows:

E = Escuche – Breakout discussion on “listening”

• Discovering your content strategy: What content do people really want? On which networks?
• How to find influencers: Which thought leaders are “hubs” for your product?
• Setting up your social media listening center: Which tools? (Paid, free and visualization tools
• Defining your social response process
• Crawling opinion-rich sites like Amazon to uncover what people buy and why.

X = eXperimente – Developing your marketing strategy using personas

• Names, demographics, and habits of each “persona”
• Day-in-the-life of each “persona”
• Biggest problems to solve for Latino “personas” – and best incentives/rewards? Gamification?
• What kind of content does your user consume most?

I = Integrate – Integrating your stories and responses across platforms

• Do your offline, online and in-store customer service responses tell the same story?
• What is your company’s overall “purpose” or “mission”? Is it clear to your target audience?
• Do your customers clearly understand your mission and how you help the world?

T = Transform your audience into a community through content/storytelling

• Push vs. Demand content trends
• Starting a community from zero – how? Invite influencers and thought leaders?
  What will motivate your users to engage on your social media pages?
  Types of content: text, photo, and video
• Refining your content strategy: What content do people really want?

O = Optimize – Ongoing improvement through learning what works best

• Success metrics in content marketing
• Benchmarks in measurement: Website, social, mobile, and word of mouth
• Integrating outside measurement sources e.g. comScore, Quantcast, Google Trends, Google Analytics