Content Marketing Strategies Conference: Frannie Danzinger Pheedo Content Marketing Case Study

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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Content Marketing Strategies Conference: Frannie Danzinger Pheedo Content Marketing Case Study

  1. 1. GYRO:HSR
  2. 5. THE COMPANY WE KEEP
  3. 6. MEDIA 2010 CORPORATE COMMUNICATIONS
  4. 7. OBJECTIVES STRATEGIES
  5. 8. Generate Awareness and Change Perception to Elevate Brand Equity via Efficient, Innovative and Measurable Media Platforms Support and Drive Awareness Among Two Key Target Segments: Marketing and Mail Operations Help to Change Brand Perceptions via Engaging and Innovative Two-Way Communication Platforms Objectives
  6. 9. Strategies Drive traffic to the Connection Center to Influence the Change in Perception Utilize Print and Digital to Drive Critical Mass Among Target Audiences Explore and Execute Innovative Ways to Engage with Key Customers with Social Networking and High Impact Events Ensure Seamless Integration Across Multiple Touchpoints
  7. 10. Media Partner Selection Criteria Ability to Drive Traffic to the Connection Center Ability to Add Seamless Media Socialization Through all Touchpoints Target Audience Composition Cost Efficiency Strong Editorial Content Driving Engagement Among Customers Value-Added Opportunities
  8. 11. DIGITAL MEDIA BEHIND THE SCENES
  9. 12. Sets the stage for Pitney Bowes to leverage its leadership position HIGH IMPACT DIGITAL MEDIA EXPANDABLE UNITS PEEL BACK LAYERS ROADBLOCKS VIDEO WELCOME ADS Greater propensity for Microsite activity/engagement Opportunity for greater level of impact
  10. 13. Partner Consideration List Opportunity to create more loyal users by sharing content that matters to them wherever they are by distributing, analyzing and monetizing content where conversations are happening Provides leveraging of underutilized content relevancy and association Opportunity for Exponential Reach and Impact within Highly Relevant Content Areas with Constant Fluidity and Adaptation WHY PHEEDO? RSS Solutions Advanced Analytics 40+ Monthly Unique Users Opportunity for Pitney Bowes to reach users where they are Content syndication with hundreds of top-tier publishers
  11. 14. THE PROGRAM
  12. 15. PROGRAM PARAMETERS In Feed, FeedPowered Ads In Feed, TwitterPowered Ads SOV Feed Takeovers In Feed Display Ads In Feed, Top Position On Site Remarketing In Feed Video
  13. 16. THE CRUX: CONTENT Content was supplemented with remarketing of display units reinforce and drive conversion Overall, PB’s was able to leverage its existing content in new ways to increase engagement and site traffic Content was used as the key means to drive traffic to site
  14. 17. EXAPLES Content CONTENT PLACEMENT EXAMPLE
  15. 18. EXAPLES Content CONTENT PLACEMENT EXAMPLE
  16. 19. EXAPLES Content CONTENT PLACEMENT EXAMPLE
  17. 20. EXAPLES Content CONTENT PLACEMENT EXAMPLE
  18. 21. PLACEMENT EXAMPLES In Feed Twitter Powered Ad In Feed Feed Powered Ad
  19. 22. In Feed Top Position PLACEMENT EXAMPLES
  20. 23. Remarketing PLACEMENT EXAMPLES
  21. 24. In Feed Video PLACEMENT EXAMPLES
  22. 25. Real-Time Direct Marketing Updates PLACEMENT EXAMPLES
  23. 26. PROGRAM RESULTS
  24. 27. Top overall media partner based on KPI’s including CTR, Engagement and ATOS High level of content resonating with average CTRs at .75%+ consistently Constant optimization provided flexibility to adjust share of buy to higher performing elements Optimization included adding Real-Time Direct Marketing Updates and Video Banners which allowed for higher relevancy of sponsorships New media partner for PB’s required upfront education and analytics examples Feed Powered Units required frequent content refreshing, and proved to be among the highest performing units In Feed Video added midway through program and delivered highest level of engagement
  25. 28. NEXT? WHAT’S
  26. 29. Add Pheedo’s Social Media Aggregation Tool, DLVR.IT Offer Enhanced Understanding of Specific Content Resonating Best in the Social Sphere Use Information and Content to feed Feed-Powered Units to Further Optimize Performance Expand Program Reach Across Additional Target Audiences Continue to Be Nimble and Test a Variety of Programs
  27. 30. WE AT PITNEY BOWES BELIEVE IN TESTING NEW PLATFORMS IN TODAY’S EMERGING TECHNOLOGIES. WE EXPECT SUCCESS AND WE EXPECT FAILURE. OUR PARTNERSHIP WITH PHEEDO HAS EXCEEDED ANTICIPATED SUCCESS PARAMETERS IN YEAR ONE, AND WE LOOK FORWARD TO PHEEDO BEING AN INTEGRAL PART OF OUR CORPORATE COMMUNICATIONS ADVERTISING FOUNDATION FOR THE FUTURE. DANIEL KOHN, PITNEY BOWES CORPORATE MARKETING A FINAL WORD FROM PITNEY BOWES . . .
  28. 31. THANK YOU! Frannie J. Danzinger/SVP Media [email_address]

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