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Cleverwood Trends Session 8: Who's the King? Content, context or community? How KBC uses the community
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Cleverwood Trends Session 8: Who's the King? Content, context or community? How KBC uses the community

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KBC presented their 'Gap in the Market' case (Het Gat in de Markt) on our Cleverwood Trends Session 8: Who's the King? Content, context or community? …

KBC presented their 'Gap in the Market' case (Het Gat in de Markt) on our Cleverwood Trends Session 8: Who's the King? Content, context or community?
Nice that KBC won gold on this year's Cannes Lions

Published in Business , Technology
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Transcript

  • 1. 1Everybody creates content
  • 2. 2Do you have success?Would it make you feel happy to get some more comments, likes, shares?Short: that your audience gets involved…
  • 3. 3Are you shouting in the desert?
  • 4. 4We offer a not so secret recipe.
  • 5. 5Simple ingredientsfor successful content
  • 6. 6Simple ingredientsfor succesful contentCase study:Gap in the Marketby KBC Banking & Insurance
  • 7. 7Short: Gap in the MarketKBC Banking & Insurance is a catalyst for our economy and supportslocal business with: Expertise Advice Support payment traffic Risk hedging LoansKBC brings “supply and demand” together in this campaign, createdfor local (starting) entrepreneurs.The content to help entrepreneurs will be created by the community.
  • 8. 8Short: Gap in the MarketPhase I “Demand phase” February 2013 “What’s the gap in the market inyour town?” kbc.be/hetgatindemarktPhase II “Fill the gaps” March 2013 Asking (starting)entrepreneurs to fill thosegaps. External campaign about 6real KBC-cases who havesuccesfully filled a gap in themarket.Phase III “Social Battle” April 2013 “Battle” between startingentrepreneurs who have filled agap in the market.Winners get a chance to use 1 of20 company cars for half a year.
  • 9. 96 important “ingredients”#1 Community#2 Interest#3 Platform#4 Fundament#5 Content creation#6 Use the content
  • 10. 10#1 Community = kingDO NOT CREATE CONTENT,COMMUNITY WILL CREATE CONTENT.Who knows the community best?Who speaks the language?Who knows what they want to hear?Answer: the Community
  • 11. 11#1 Community = kingDEFINE THE COMMUNITYWho’s YOUR target?What do YOU want to share?What information do YOU want?
  • 12. 12#1 Community
  • 13. 13#2 InterestFIND COMMON INTERESTWhat’s a common issue in the community?What’s a common interest?
  • 14. 14#2 InterestTHE INTEREST IS YOUR CONTEXTIt engages the community to respond,discuss, talk, share, …But:The interest is also important for you.As it will define if the necessary contentwill be created.
  • 15. 15#2 InterestIndividuals:What’s missing in your town?Starting entrepreneurs:What gaps can you fill, and where?KBC:Who wants to start a business, can wehelp them?
  • 16. 16#3 PlatformCREATE A PLATFORM To create content
  • 17. 17#3 PlatformCREATE A PLATFORM To define the rules To define the context
  • 18. 18#4 FundamentCREATE A BASE Give a kick-start. People don’t want to be the first.If not… there will be no creation of content.
  • 19. 19#4 Fundament Prefill with statistic data by Truvo User generated data from market survey by Corelio via iVOX
  • 20. 20#5 Start! Let them create content!Let your community know theycan give THEIR opinion.Give them a sign that’s they canbe heard!Show the way to yourplatform.
  • 21. 21#5 Start! Let them create content!
  • 22. 22#6 Use the content!177.157 Gaps in the MarketCommunity registered
  • 23. 23#6 Use the content!300.000unique visitors on website during campaign (1 Feb – 25 March)The platform www.kbc.be/gatindemarkt is still a sourceto find information on local business opportunities.
  • 24. 24#6 Use the content!1.427 ideas of entrepreneursEvery entrepreneur who entered an idea,is invited for a personal chat in his local KBC branch.
  • 25. 25#6 Use the content!Result:• Positive talk in the community (individuals and entrepreneurs)• Demand on working together with local city council• Unizo, associations of entrepreneurs, … ask to work together• Media cover the stories of starting entrepreneurs (tv, newspaper, radio)
  • 26. 26The Gap in the Market:20.398 mentionsWWW.KBC.BE/GATINDEMARKT