Using Digital Content to Drive CRM Success

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  • In fact, we actually call it extreme relevance
  • To deliver extreme relevance, to create real relationships between consumers and brands – you need CONTENT and CONTEXT
  • Consumer Bill of rights

Transcript

  • 1. Using Digital Contentto Drive CRM SuccessDan RubinMeredith Xcelerated MarketingDirector, Digital Strategy@dan_rubin_ny
  • 2. This Session is Called Using Digital Content to Drive CRM SuccessHere’s my promise to youI will…•Discuss best practices for creating digital content for CRM•Provide 25 examples of great digital branded content
  • 3. This Whole Talk Presupposes 1 Thing That content matters So, does it?
  • 4. It Does to Citi, Puma, GM “What weus it was that shareable out how do we Descano, “We have found is like a publisher,” said Linda For to think about figuring content is something you to be professional about and quick to develop…We have reach out to an audience and be relevant and branded managing director, head of digital partnerships didn’t reallyCiti, at the Relevant content is key, while brings a content at different. DigidaycontentConference. be understand how much Brand we need to “This produce…But you tone and brand know how to create be paradigmsetting a better know we voice.” content to still shift, since we be ready for the interesting. People will self-select out regularly.” content, you advertising and collateralof digital marketing about RemiCarlioz, head and when you talk Jim Farley – Ford CMO. the consumer at the center. So it have forstep back and put to Puma. becomes less about product and more about the consumers.”
  • 5. Background QuestionsW H AT I S WHAT IS THECONTENT POINT ? OF CONTENT?
  • 6. Content is…Education | Instruction | Tools | Entertainment | Connections | Opinion That manifests itself across channels 6
  • 7. BRANDCONTENT CONTENT SERVES A BRAND
  • 8. What is a Brand?
  • 9. A brand is a …and is definedpromise from an BRAND by the storiesorganization… CONTENT people tell about it CONTENT SERVES A BRAND DEFINES
  • 10. But People Have to REMEMBERTHE CONTENT
  • 11. Why dopeopleremembercontent?
  • 12. Baker vs bakerhttp://www.ted.com/talks/joshua_foer_feats_of_memory_anyone_can_do.html
  • 13. Content enables brands to gofrom “Bakers” to “bakers”Why? Because people remember“b” bakers not “B” Bakers
  • 14. How does a brand go fromBaker to baker? Through High-Quality, Branded Content
  • 15. How Does Branded Content, Especially Digital Content,Help Your CRM Program? Content makes CRM personal Content makes CRM memorable Content makes CRM responsive Content makes CRM a brand builder Content makes CRM shareable
  • 16. 25 Examples of GreatBranded Digital Content
  • 17. 1. Dollar Shave Clubhttp://www.youtube.com/watch?v=ZUG9qYTJMsI Why it’s great content: memorable
  • 18. 1. Dollar Shave Club Why it’s great content: memorable
  • 19. 2. The Rolling Stones; Lego Why it’s great content: a brand builder
  • 20. 3. Arcade FireWhy it’s great content: personal
  • 21. 4. IntelWhy it’s great content: personal
  • 22. 5. GerberWhy it’s great content: a brand builder
  • 23. 6. KraftWhy it’s great content: shareable
  • 24. 7. Pizza Express Images on Images off Source: ResponsysWhy it’s great content: personal & memorable
  • 25. 8. JC Penney Source: ResponsysWhy it’s great content: responsive
  • 26. 9. Google Re:brief for Coke Why it’s great content: a brand builder & shareable
  • 27. 10. PhishWhy it’s great content: responsive
  • 28. 11. Diageo: The Wine Bar Why it’s great content: memorable
  • 29. 12. Harley Davidson Why it’s great content: a brand builder
  • 30. 13. American ExpressWhy it’s great content: personal & shareable
  • 31. 14. Whole FoodsWhy it’s great content: personal (local content is always great )
  • 32. 15. ZapposWhy it’s great content: responsive
  • 33. 16. JetblueWhy it’s great content: memorable
  • 34. 17. Nature ValleyWhy it’s great content: a brand builder
  • 35. 18. IkeaWhy it’s great content: memorable
  • 36. 19. TickemasterWhy it’s great content: personal
  • 37. 20. Red Tomato Source: trendwatching.comWhy it’s great content: memorable
  • 38. 21. Marks & Spencer Source: trendwatching.com Why it’s great content: memorable
  • 39. 22. Babolat Source: trendwatching.comWhy it’s great content: a brand builder
  • 40. 23. autoTRADER Source: trendwatching.com Why it’s great content: personal
  • 41. 24. Starwood SPGYou’re almost at Platinum –a gamification of rewards todrive more hotel stays SPG knows you’ve been to Europe so it promotes a beautiful villa in Greece Why it’s great content: personal
  • 42. 25. BurberryWhy it’s great content: a brand builder
  • 43. How Can Digital Content Drive CRM Success? Content makes CRM personal Content makes CRM memorable Content makes CRM responsive Content makes CRM a brand builder Content makes CRM shareable
  • 44. Thanks…And Make Great Content Dan Rubin Meredith Xcelerated Marketing Director, Digital Strategy @dan_rubin_ny