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Ibat B2C Content Marketing Programmesv1 8

Ibat B2C Content Marketing Programmesv1 8



IBAT B2C Content marketing Programme Presentation

IBAT B2C Content marketing Programme Presentation



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    Ibat B2C Content Marketing Programmesv1 8 Ibat B2C Content Marketing Programmesv1 8 Presentation Transcript

    • Content Marketing Programmes
      Keith Feighery
    • Business to Customer
    • B2C Content Programmes
      Provide valuable information, content, entertainment to your prospects and customers
      Create an ongoing conversation with them where possibe
      Address wider customer needs – beyond what your product/service does
      Give them what they want i.e. deals/discounts/extended service, engagement etc..
      Create awareness of products, services, organisation, people
      Be transparent in terms of customer service, company information etc..
      Actively seek network effects and customer validations
    • Business to Consumer
      Case Studies
    • MicksGarage.ie
    • McGarrSoliticors
    • Car Audio
    • Komplett
    • Blacknight
    • Hairybaby
    • Westcoast Cooler
    • Mayo Clinic
    • BlendTec
      Little known consumer brand (more industrial reputation) in the US
      Decided to run some low quality videos of CEO blending incongruous materials
      iPhone, steel tins, golf balls
      Called it WillItBlend.com – instant success
      Over 100Million views
      Now have iPhone App
      Raised profile of company in US and beyond
      Low cost and highly effective
    • BlendTec
    • Walmart
      11 Moms Blogs
      Eleven Mom Bloggers who offer advice to families
      Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)
      Not an overt advert for Walmart brand
      Kudos from Analyst community (Jeremiah Owyang)
      Also has difficult online relations
      Walmart Watch
      Working Families for Walmart
      Both very critical of Walmart policies
      Facebook page hacked – bad publicity around adoption of web 2.0
      Myspace campaign panned – ends after 10 weeks
      Walmarting across America – very mixed reviews
    • Walmart
    • Starbucks
      Set up a Starbucks idea site
      To register user ideas, vote on them and then implement popular ones
      Set up a community site to engage
      With other socially minded starbucks fans - www.v2v.net
      Starbucks (Redcard)
      Do something good everyday – HELP OTHERS around the world
      Set up http://starbucks.com/sharedplanet/
      To show commitment to the planet (green issues supporting communities outside US)
      YouTube, Twitter, Facebook profiles
      To connect with customers
    • Starbucks
    • Johnson & Johnson
      Organised Baby Camp – 56 influential mothers and bloggers
      Gain word of mouth infuence
      Not overtly J&J centric
      Discussing issues that matter to families
      Run babycenter.com
      Online community for Mums
      Not 100% J&J branded – competitors advertise
      Advice for Mothers
      Reflects waning influence of print and TV
      J&J health Channel
      Videos of people with real life health issues and lets them tell their stories
      Facebook – Acuminder
      Useful Application to allow you to manage vision care routine
      Facebook – ADHD
      A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)
      Motrin Ads caused furore with online “Mommy” Bloggers
      J&J withdrew Ads (showing mothers suffering back problems from carrying baby)
    • Johnson & Johnson
    • Dell
      Dell-Hell Blog
      Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed
      Appalling publicity – made onto cover of Businessweek
      How Dell reacted
      Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site
      Ideas Storm – Customer recommendation platform
      Encourages employees to blog and engage with tools like twitter
      Monitors brand using Visible Technologies – TruCast
      Improved customer service – real-time support using Twitter
      Brand Enhancement, product improvement, customer service, employee empowerment
    • Dell Case Study