Ibat B2C Content Marketing Programmesv1 8


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Ibat B2C Content Marketing Programmesv1 8

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