Dbs Content Marketing Programmesv1 8


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Content Marketing Presentation to Diploma in Online Marketing, Sales and Digital Strategy for DBS. Covers the content marketing process and goes through b2b and b2c case studies.

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Dbs Content Marketing Programmesv1 8

  1. 1. Content Marketing Programmes<br />Keith Feighery<br />
  2. 2. Outline<br />Overview of Content Marketing Programmes<br />Class exercise<br />Leveraging Owned Media Assets<br />Managing Content Marketing Initiatives<br />Content Marketing for Business to Consumer<br />Relevant Case Studies <br />Content Marketing for Business to Business<br />Relevant Case Studies<br />Project Pitch<br />
  3. 3. Content Marketing Programmes<br />
  4. 4. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, mobile applications, digital media assets<br />Its not about talking about “Yourself” all the time<br />Requires a change in mindset to what is “valuable”<br />Provide information and value to customers all the time<br />Brands/Businesses are becoming publishers and media outlets<br />Become trusted experts in your business area<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, informative etc..<br />Use content to increase acquistion rates and reduces retention costs<br />
  5. 5. Who creates the content<br />Internally<br />Find employees who are knowledgeable and want to write<br />Re-purpose content that has been created over time for different media<br />Partners, customers and third party experts<br />Publish whitepapers, webinars, eBooks, articles etc…with partners<br />Customers<br />If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..<br />You can allow customers to make product recommendations – crowdsourcing<br />
  6. 6. Advantages<br />Become trusted thought-leaders in your business area<br />Creates a less-frictional way of converting prospects into sales<br />Helps build long-term relationships rather than one-off sales <br />Creates stickiness to your owned media assets (rather than paid ones)<br />Once started, provides an ongoing framework to control and publish valuable information<br />Content Marketing thinking becomes ingrained in the culture of the organisation<br />Nurturing prospects Vs aggressive interrupt based marketing techniques<br />
  7. 7. Success Vs Failure<br />Success<br />Understanding the informational needs of your customers<br />Knowing how those informational needs mix with your marketing goals and objectives <br />Developing a content program around those needs<br />Being consistent (content marketing is a marathon, not a sprint)<br />Listen and continually evolve the program<br />Failure<br />Always selling, rather than informing<br />Not being consistent with your content promise<br />Not listening, thus not evolving the content program<br />Waiting for perfection to come before you deliver the content.<br />
  8. 8. Key points to remember<br />Content = valuable information NOT just orchestrated messages<br />Customer relationships don’t end with a payment<br />Focus on what a customer needs rather than what you sell<br />Address needs all the time<br />Valuable communications is what differentiates you from competition<br />Marketers are publishers today<br />Without good content, community is impossible<br />90% of corporate websites talk about “How great they are”<br />Buyers are more in control today than ever – not sales organisations<br />
  9. 9. Content Forms<br />
  10. 10. Content forms <br />The copy and digital media on your Web site<br />Articles and other intellectual property or knowledge sharing<br />Whitepapers, case studies, Webinars, podcasts<br />E-mail newsletters<br />Facebook/MySpace/Bebo fan pages and groups<br />Product/service reviews<br />Forums<br />Blogs and reader comments<br />Videos, demos, presentations, and custom animations<br />Tweets, status updates,<br />Content widgets<br />
  11. 11. Content Types – B2B<br />
  12. 12. Content Types – B2C<br />
  13. 13. Business to Customer<br />
  14. 14. 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 />
  15. 15. Business to Consumer <br />Case Studies<br />
  16. 16. Pepsi Refresh<br />Campaign Analysis: Advantages<br />First-mover advantage. By announcing a radical approach Pepsi took advantage of pre-event press coverage (including a story in Forbes).<br />Using celebrities to spur campaign. Pepsi invested in influential relationships by the utilization of celebrity endorsements.<br />Shifting to “we” over “me.” Demonstrated more community-focused<br />Planning for the long haul. <br />Campaign Analysis: Risks<br />Pepsi has yet to show the world it gets social marketing. Its recent entry into the space with the edgy–but sexist–”Amp” iPhone applications resulted in backlash<br />Cultural mismatch. Pepsi’s history of mass marketing means it will need to change its internal culture to embrace social marketing, where success lies in letting go of control.<br />Missed opportunity to integrate Super Bowl TV ads with campaign. Pepsi’s biggest misstep is putting all its eggs in one basket–and not benefiting from synergies of multiple channels.<br />Source: Jeremiah Owyang – www.web-strategist.com/blog<br />
  17. 17. Pepsi Refresh<br />
  18. 18. 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 />
  19. 19. Dell Case Study<br />
  20. 20. 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 />
  21. 21. Starbucks<br />
  22. 22. Nokia<br />Mosh<br />A Nokia site offering free safe content for phones<br />Applications, games, videos, widgets etc..<br />Nokia Conversations<br />Blogs, news, events, future technologies, new applications, ideas and research<br />Twitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used)<br />Noki WOM<br />http://www.womworld.com<br />Integrated Nokia infostream to Social Media platforms<br />Tumblr, Twitter, Flickr, YouTube, Technorati, FriendFeed<br />Discreet personalised Nokia Facebook profiles<br />Luca, Jade and Anna (Europe, Japan, US based) <br />Recording their lifestream on facebook<br /> Not without controversy<br />Wieden Kennedy’s Nokia Design Competition <br />Demonstrated crowd-sourcing not without issues<br />
  23. 23. Mayo Clinic<br />
  24. 24. Nokia<br />
  25. 25. Nike <br />Nike Plus<br />Integrated runner and nanoPod accelerometer tracking device<br />Community based training site – tracks runs, compete, train in teams<br />Route Planners – worldwide<br />Nike.com – training programs<br />Create customised training programmes (Jordan program)<br />Nike 6.0 <br />Community for skateboarders, X-country bikers, surfers, BMXers, Moto, Snowboarders etc.<br />NikeRunning<br />Information based – sharing, connecting with others, advice<br />Blogs<br />Nikewomen – video training, program set-up, interviews and stories<br />NikeID – customised trainers<br />
  26. 26. Nike<br />
  27. 27. 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 />
  28. 28. Walmart<br />
  29. 29. 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 />
  30. 30. Johnson & Johnson<br />
  31. 31. 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 />
  32. 32. BlendTec<br />
  33. 33. Business to Business<br />
  34. 34. Content Strategy B2B<br />Listen and Understand your audience and their behaviour patterns<br />Map out all the stages of your buyer cycles<br />Create specific personas for your prospects and clients<br />Identify specific needs for each of your buyer personas along the buyer cycle<br />Develop content for each buyer stage<br />Develop a content development schedule<br />Allocate resources or identify third parties to produce specific content<br />Develop a clear voice and personality for your content<br />Solicit feedback from your prospects, customers and community<br />
  35. 35. B2B content marketing<br />Create valuable content that is of real interest to your customers<br />Prospective customers engage with sales teams later in the funnel due to online information<br />Providing content the pre-identified types and roles of customers want and need<br />Providing content that maps directly to the different stages of the buyer cycle<br />Producing and sharing content that your community and prospective customers enjoy and will potentially share<br />Distributing content where your customers and prospects coalesce online<br />
  36. 36. Business to Business Case Studies<br />
  37. 37. Intuit Business Service Co.<br />Provides customer service and advice <br />Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sites<br />Well crafted web2.0 site <br />Embedded customer feedback channels<br />Two-way transmission of information <br />From customers to Accountants, Tax, Business services etc..<br />Online Peer to Peer communicatin<br />Forums and Wikis<br />Closed member feedback groups <br />For research and very frank opinions<br />
  38. 38. Intuit Business Services<br />
  39. 39. Salesforce.com<br />
  40. 40. American Express<br />
  41. 41. Oracle – Customer Collective<br />
  42. 42. Alterian<br />
  43. 43. Eloqua<br />
  44. 44. MarketBright<br />
  45. 45. Marketo<br />