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Warschaupresentatie2

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mei 2012

mei 2012


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  • 1. What are we talking about? The most effective tools for marketeers Sak van den Boom - Customer Media Council23-5-2012 Netherlands 1
  • 2. Agenda Introduction 4 casestudies Conclusions Sak van den Boom - Customer Media Council23-5-2012 Netherlands 2
  • 3. Content marketing 2012 Sak van den Boom - Customer Media Council23-5-2012 Netherlands 3
  • 4. Content marketing is a marketingtechnique of creating and distributingrelevant and valuable content toattract, acquire, and engage a clearlydefined and understood target audience -with the objective of driving profitablecustomer action. Sak van den Boom - Customer Media Council23-5-2012 Netherlands 4
  • 5. How many content formatsare you using?Most marketeers are using over 40different content formats.(Joe Pulizzi) Sak van den Boom - Customer Media Council23-5-2012 Netherlands 5
  • 6. The top 10 include Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Sak van den Boom - Customer Media Council23-5-2012 Netherlands 6
  • 7. KLM Ifly magazine Sak van den Boom - Customer Media Council23-5-2012 Netherlands 7
  • 8. KLM iFly magazine Sak van den Boom - Customer Media Council23-5-2012 Netherlands 8
  • 9. Before, during & in between flights Sak van den Boom - Customer Media Council23-5-2012 Netherlands 9
  • 10. KLM Media Mapping Sak van den Boom - Customer Media Council23-5-2012 Netherlands 10
  • 11. Ifly magazine Sak van den Boom - Customer Media Council23-5-2012 Netherlands 11
  • 12. Database drive proces It’s a database driven process  All orientation and click behavior is registered  It is used to personalise parts of the magazine  It is used to personalize the next issues  It is used for (commercial) e-mail follow-ups Sak van den Boom - Customer Media Council23-5-2012 Netherlands 12
  • 13.  Over 10 % of de clients reads the magazine Over 100.000 new email adresses are gained Conversion into flights is growing Sak van den Boom - Customer Media Council23-5-2012 Netherlands 13
  • 14. Sak van den Boom - Customer Media Council23-5-2012 Netherlands 14
  • 15. Phonak’s vision A world Where the sense of hearing is cherished and protected Where the topic of hearing is of greater importance Where wearing a hearing system is no longer a taboo Where people are aware of listening Where having hearing loss is no longer a handicap Sak van den Boom - Customer Media Council23-5-2012 Netherlands 15
  • 16. Hear the world platforms Sak van den Boom - Customer Media Council23-5-2012 Netherlands 16
  • 17. Sak van den Boom - Customer Media Council23-5-2012 Netherlands 17
  • 18. Hear the world Sak van den Boom - Customer Media Council23-5-2012 Netherlands 18
  • 19. External target audiences Sak van den Boom - Customer Media Council23-5-2012 Netherlands 19
  • 20. Ambassadors Sak van den Boom - Customer Media Council23-5-2012 Netherlands 20
  • 21. Hear the world Magazine Sak van den Boom - Customer Media Council23-5-2012 Netherlands 21
  • 22. Street activities Sak van den Boom - Customer Media Council23-5-2012 Netherlands 22
  • 23. Events - exhibition Sak van den Boom - Customer Media Council23-5-2012 Netherlands 23
  • 24. Social Media Sak van den Boom - Customer Media Council23-5-2012 Netherlands 24
  • 25. Free Publicity Sak van den Boom - Customer Media Council23-5-2012 Netherlands 25
  • 26. Awareness campaign Sak van den Boom - Customer Media Council23-5-2012 Netherlands 26
  • 27. Achievements Website contacts: average 30 k a month Social Media PR Contacts: 10.000 till 2012 Awards: 18 national and international Ambassadors: over 53 internationals stars supporting the case Sak van den Boom - Customer Media Council23-5-2012 Netherlands 27
  • 28. Dutch Railway Magazine Sak van den Boom - Customer Media Council23-5-2012 Netherlands 28
  • 29. Marketing goals Strengthen client value Enlarge loyalty Stimulate travelling by train Sak van den Boom - Customer Media Council23-5-2012 Netherlands 29
  • 30. Strategy Sak van den Boom - Customer Media Council23-5-2012 Netherlands 30
  • 31. Achievements 75 % use the train 15 % of coupons are used P.P. 2 extra train trips a year Positive attitude against NS Sak van den Boom - Customer Media Council23-5-2012 Netherlands 31
  • 32. Allerhande Sak van den Boom - Customer Media Council23-5-2012 Netherlands 32
  • 33. Allerhande Sak van den Boom - Customer Media Council23-5-2012 Netherlands 33
  • 34. Cross media platform Twitter Bonus Ah.nlContent & interaction Appi Ipad appplatform Recept- (Digitale)Availability at all kaarten winkelchannels ALLERHANDE commu-nicatie AH CONTENT nieuws- brief Print Online Winkel- presentatieActivation platform Youtube kanaal Kookboeken Kerst voorproef Nationale Thuiskoks evenement competitie Sak van den Boom - Customer Media Council 34 23-5-2012 Netherlands 34
  • 35. Yunomi Sak van den Boom - Customer Media Council23-5-2012 Netherlands 35
  • 36.  Over 350.000 members in the Netherlands Sak van den Boom - Customer Media Council23-5-2012 Netherlands 36
  • 37. Content marketing strategy Cope! Create once – publish everywhere. Create content across a variety of types of content that your audience uses. Think beyond just articles - use photographs and videos. Socialize your content. Optimize your content for search Offer related content Create an editorial calender Sak van den Boom - Customer Media Council23-5-2012 Netherlands 37
  • 38.  The main question is of course How to set up, implement, and measure a successful content marketing program? Sak van den Boom - Customer Media Council23-5-2012 Netherlands 38
  • 39. How You have a big opportunity to follow a special course in content marketing Initiative of your content marketing association (SPF) National and international experts in content marketing New in Poland 10 weekends 160 hours of knowledge Starting oktober 2012 Sak van den Boom - Customer Media Council23-5-2012 Netherlands 39
  • 40. Sak van den Boom - Customer Media Council23-5-2012 Netherlands 40
  • 41. School of content marketing For: • People who work in communication but need real experience, more knowledge and the possibility for networking • Brand marketeers • Communications managers • Communication consultants • Content managers Sak van den Boom - Customer Media Council23-5-2012 Netherlands 41
  • 42. The top 10 platform used in the VS Blog Enewsletter White Paper Article eBook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Sak van den Boom - Customer Media Council23-5-2012 Netherlands 42
  • 43.  Blog  Podcast Enewsletter  Executive roundtable White Paper  Industrial ranking system Article  Book eBook  Print newsletter Case Study  Virtual Tradeshow Testimonials  Company focused community site Microblogging (i.e., Twitter)  Comic book Webinar/Webcast  Facebook application Video  Road show Facebook storypage  Audio book Customer focused community site  Screencast Online news release  Widget Custom Social Network  Branded content tool/app Custom Print Magazine  Online game Digital Magazine  Infographic Video Blog  Online survey E-Learning series  Discussion forum Mobile apps  iPad app Online media site  Multimedia Content Platform Content platform Teleseminar Sak van den Boom - Customer Media Council23-5-2012 Netherlands 43
  • 44. THNX – for any questionsakvandenboom@gmail.com http://www.customermedia.nl Sak van den Boom - Customer Media Council23-5-2012 Netherlands 44