Sarah Wade - The Role of Digital Content in B&Q's Communications

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From the Cool Content Cornwall event at the Eden Project, Spring 2013

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Sarah Wade - The Role of Digital Content in B&Q's Communications

  1. 1. SARAH WADE MARKETING SPECIALIST ONLINE EDITOR | CONTENTThursday, 18 April 13
  2. 2. THE ROLE OF DIGITAL CONTENT IN B&Q’S COMMUNICATIONSThursday, 18 April 13
  3. 3. 33% 2 billion of brands say they can’t get their customers to talk to them, but… videos are watched on YouTube on average each day Interesting content is a top 3 reason 94%…of marketers say the voice In 2011 of the customer is the most convincing brands really sat up and took notice 60% Over 30 million of b2b marketers (agencies) plan to invest pieces of content are shared via social media daily more in content marketing this year 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them 35,000 Only 31% blog posts published on Wordpress daily of recipients find loyalty scheme communications extremely relevantThursday, 18 April 13
  4. 4. B&Q’S CONTENT MARKETING OBJECTIVESThursday, 18 April 13
  5. 5. B&Q’S CONTENT MARKETING OBJECTIVES HANDS UP IF YOU’RE PLANNING ON DOING MORE WITH CONTENT THIS YEAR THAN LAST YEAR?Thursday, 18 April 13
  6. 6. Thursday, 18 April 13
  7. 7. @sarahleighwThursday, 18 April 13
  8. 8. B&Q & KINGFISHERThursday, 18 April 13
  9. 9. HELP & ADVICE OUR KEY DIFFERENCIATOR IF YOU WOULD LIKE TO VIEW THIS VIDEO GO TO: http://www.youtube.com/watch? feature=player_embedded&v=KEnksbcguaQThursday, 18 April 13
  10. 10. HELP & ADVICEThursday, 18 April 13
  11. 11. HELP & ADVICE GREAT CONTENT THAT TEACHESThursday, 18 April 13
  12. 12. OUR CURRENT CONTENT TOOL KITThursday, 18 April 13
  13. 13. PUBLISHING & AMPLIFYING GREAT CONTENTThursday, 18 April 13
  14. 14. PUBLISHING & AMPLIFYING GREAT CONTENTThursday, 18 April 13
  15. 15. NEXT STEPS: AMPLIFYING OUR CONTENTThursday, 18 April 13
  16. 16. NEXT STEPS: AMPLIFYING OUR CONTENT WHERE DO WHERE & WHO ARE OUR THEY SPEND HOW DO WE CUSTOMERS? TIME? ENGAGE? CONSISTENTLY BUILD THEIR AMPLIFY PUBLISH TRUST – HELP GREAT GREAT THEM OUT CONTENT CONTENTThursday, 18 April 13
  17. 17. WHAT’S WORKED?Thursday, 18 April 13
  18. 18. DISPLAY ACTIVITY | STORY LED Above average = Oct Avg. Aimed at people like me 64% 59% Found it informative 67% 60% Made me think more positively about B&Q 45% 40% Trusted the advert/feature 54% 50% Enjoyed the advert/feature 56% 54% Really caught my attention 42% 44% Made me want to visit 36% 36% B&Q Made me want to find out 47% 39% more Really different from others adverts/features 27% 23%Thursday, 18 April 13
  19. 19. DISPLAY ACTIVITY | STORY LED 97% 63% thought display was READ THE memorable while 3 in 5 rated it as B&Q FEATURE good or excellent Interesting 76% Useful 64% Above average = Relevant 63% Oct Avg. Aimed at people like me 64% 59% Found it informative 67% 60% Made me think more positively about B&Q 45% 40% Trusted the advert/feature 54% 50% Enjoyed the advert/feature 56% 54% Really caught my attention 42% 44% Made me want to visit 36% 36% B&Q Made me want to find out 47% 39% more Really different from others adverts/features 27% 23%Thursday, 18 April 13
  20. 20. DISPLAY ACTIVITY | DEAL LED Interesting 73% Useful 63% Relevant 59% Below average = Jan Avg. Aimed at people like me 57% 59% Found it informative 60% 60% Made me think more positively about B&Q 37% 40% Trusted the advert/feature 48% 50% Enjoyed the advert/feature 46% 54% Really caught my attention 42% 44% Made me want to visit 35% 36% B&Q Made me want to find out 37% 39% more Really different from others adverts/features 21% 23%Thursday, 18 April 13
  21. 21. AFFILIATE ACTIVITYThursday, 18 April 13
  22. 22. AFFILIATE ACTIVITY ENTRIES: 1,385 (CONVERSION RATE = 47%)Thursday, 18 April 13
  23. 23. CHRISTMAS COMMSThursday, 18 April 13
  24. 24. CHRISTMAS COMMS BUYING GUIDE VISITS 36, 518 HOMEPAGE VISITS 7923Thursday, 18 April 13
  25. 25. WHAT WE’RE WORKING ONThursday, 18 April 13
  26. 26. EMAIL ACTIVITY Consistent outputThursday, 18 April 13
  27. 27. EMAIL ACTIVITY Consistent output TRADING + CONTENT = RICHER COMMUNICATIONSThursday, 18 April 13
  28. 28. COMMUNICATING SUSTAINABILITY IF YOU WOULD LIKE TO VIEW THIS VIDEO GO TO: http://www.youtube.com/watch? v=WVH9ErCspEM&feature=youtu.beThursday, 18 April 13
  29. 29. ONE PLANET HOMEThursday, 18 April 13
  30. 30. ONE PLANET HOME VISITS UP 10% SINCE REBRANDThursday, 18 April 13
  31. 31. ONE PLANET HOME COMMUNICATION TIMELINEThursday, 18 April 13
  32. 32. STREETCLUBThursday, 18 April 13
  33. 33. STREETCLUB 1042 CLUBS ACROSS THE UKThursday, 18 April 13
  34. 34. THE FUTUREThursday, 18 April 13
  35. 35. WHAT’S NEXT | SYNDICATION & PARTNERSHIPS Partnerships SyndicationThursday, 18 April 13
  36. 36. WHAT’S NEXT | SYNDICATION & PARTNERSHIPS THREE S’ OF CONTENT Partnerships STRATEGY • SEARCH • SYNDICATION • SOCIAL SyndicationThursday, 18 April 13
  37. 37. WHAT’S NEXT | OUTREACH OutreachThursday, 18 April 13
  38. 38. DON’T KNOW WHERE TO START?Thursday, 18 April 13
  39. 39. SET THE BALL ROLLING 1. WHO ELSE ASK CONTENT DOES IT CUSTOMERS PLANNING WELL?Thursday, 18 April 13
  40. 40. SET THE BALL ROLLING 1. WHO ELSE ASK CONTENT DOES IT CUSTOMERS PLANNING WELL? 2. WHO ARE WHERE DO WHERE & YOUR THEY SPEND HOW DO YOU CUSTOMERS TIME? ENGAGE? ?Thursday, 18 April 13
  41. 41. SET THE BALL ROLLING 1. WHO ELSE ASK CONTENT DOES IT CUSTOMERS PLANNING WELL? 2. WHO ARE WHERE DO WHERE & YOUR THEY SPEND HOW DO YOU CUSTOMERS TIME? ENGAGE? ? 3. BUILD THEIR CONSISTENTLY PUBLISH AMPLIFY TRUST – GREAT GREAT HELP THEM CONTENT CONTENT OUTThursday, 18 April 13
  42. 42. Facebook.com/HashtagUK Sarah Wade Works at B&Q Lives in Southampton 3 things I’d like you to try and please Tweet me to let me know how you’re getting on - #coolcontentchallenge @sarahleighw Like Comment Promote Share @coolcontent2013 #coolcontentchalle Sally Breeze Talk to your customers via your social channels – what nge content would they like to see? Jo Carrick In your next newsletter/email, aim to pin together a story, articulate and measure the difference in click-through-rate. Kristian S-C Based on insight and your customer’s behaviours, action one learning to improve your communications.Thursday, 18 April 13

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