Contentmarketing is momenteel het nieuwe buzz woord in marketing. Maar hoe zorg je er nu voor dat jouw content gezien, of nog beter, gedeeld wordt? En hoe verhoog je continue de relevantie en daardoor de impact? Zie hoe IBM dit probleem aanpakte op basis van praktijkervaring en wereldwijd onderzoek!

1. CONTENT THAT COUNTS
15 oktober 2013
KIRSTEN HAVER DROEZE
Digital Marketing Lead
The Case 2013
© 2013 IBM Corporation

2. € 4925,50
© 2013 IBM Corporation

3. #4
+4% 78,808$m
© 2013 IBM Corporation

4. The IBM mainframe
© 2013 IBM Corporation

5. The IBM personal computer
© 2013 IBM Corporation

6. Improving traffic flow
IBM and NXP work with the city of Eindhoven to create a smarter traffic system
© 2013 IBM Corporation

7. Helping Schiphol to grow
Baggage system can successfully process up to 70 million bags a year in the future
© 2013 IBM Corporation

8. Get better customer insight
Wehkamp.nl is using Analytics from the IBM Cloud to better understand customers
© 2013 IBM Corporation

9. Target the right customers
KPN deploys predictive modeling to guide marketing decisions and increasing
customer response rates by up to 1,000 percent.
© 2013 IBM Corporation

10. Helping companies to progress
© 2013 IBM Corporation

11. CHALLENGE: NEW SOLUTIONS, NEW
TARGET AUDIENCES, NEW BUYERS
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12. When leaders think about the
way the world should work,
they challenge the status quo
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13. Challenge the status quo
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14. Surprising ideas
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15. © 2013 IBM Corporation

16. © 2013 IBM Corporation

17. DRIVING EARNED MEDIA
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18. To get more value, IBM’s owned media needs to increase
generation of earned media through authentic engagement
Certain characteristics of
owned media assets lead to
more authentic engagement
Finding #1 Characteristics
Finding #1 Characteristics
are key
are key
How assets are deployed and
positioned is critical and must
be planned for in advance
Finding #2 Asset deployment
Finding #2 Asset deployment
and positioning is critical
and positioning is critical
Need to apply a simple,
consistent and disciplined
approach to developing and
deploying owned media assets
Finding #3 Apply a
Finding #3 Apply a
disciplined approach
disciplined approach
© 2013 IBM Corporation

19. Assets that generate the most engagement have a sense of the
unexpected, are newsworthy or are provocative in nature
Initial characteristics
22 SME interviews
30 secondary sources
Statistic
Trending
Personal
Unexpected
Passion
Arousal
Newsworthy
Quote
Community of
Participation
 Utility
 Provocative









‘Winning’ characteristics
Analysis of 500 assets
Unexpected -- Includes something
Unexpected Includes something
surprising or unusual
surprising or unusual
“To be widely shared, an asset needs to offer a
view of the world that is somehow surprising.”
- Ethan McCarty, IBM
Newsworthy -- Are you
Newsworthy Are you
making news?
making news?
64% say news is the type of content they
share most frequently, the most of any
type of content*
Provocative -- Contains a
Provocative Contains a
point-of-view that challenges
point-of-view that challenges
conventional thinking
conventional thinking
“Videos that go viral typically make a
grand proclamation, for example, the
5x5.” - George Faulkner, IBM
© 2013 IBM Corporation

20. The research revealed that characteristics that drive
engagement differ by each asset type
Top Characteristics - Tweet
Top Characteristics - Video
5000
250
200
# Comments
# Comments
4000
3000
2000
150
100
50
1000
0
0
Passion
Personal
Passion
Unexpected
Top Characteristics - Blog
Statistics
Top Characteristics - Discussion
250
# Comments
250
200
# comments
Newsworthy
150
100
200
150
100
50
50
0
Provocative
# Comments
Statistics
Passion
0
Participation
Personal
Utility
© 2013 IBM Corporation

21. However, characteristics alone are not enough. It is imperative to
define goals, target constituencies and influencers.
© 2013 IBM Corporation

22. Paid-Owned-Earned contact strategy
L
ear auch
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o
to ed m f
You ed
tub ia
e
Lau
n
me ch of
vid dia w paid
eo
i
to i ban th
ner
bm
dom .com s
ain
EARNED
6 Juni
18 Juni
PAID
PAID
© 2013 IBM Corporation

23. Paid Media: direct mail
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24. Paid Media: display ads
© 2013 IBM Corporation

25. Paid Media: LinkedIn ads
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26. Paid Media: eDM
© 2013 IBM Corporation

27. EARNED
Constituencies
•
Innovation
•
Traffic & Mobility
•
Government - General, Cities and Public safety
2. Build your asset
The Smarter Planet movie was already
created. Video matched with the video
criteria unexpected and personal.
5. Measure
Target: 840 views
3
1
4
Build your story
We customized the message per
the constituency and per asset
type characteristics.
Determine the platforms
We identified which platforms we
wanted to use to position the asset.
Identify your influencers
We selected the IBM influencers
with a reach to the different
constituencies.
Example
Tweet – Public Safety
32% of severe accidents in cities
happen on zebra crossings. 10year old invents a solution.
Example
9 LinkedIn groups
2 blogs
1 community
5 Twitter channels
Example
IBMers per constituency
Innovation – Pierre de Wit
© 2013 IBM Corporation

28. EARNED
Paid
Earned
Where the
constituency was led
Placed a Banner on Financial Daily
(fd.nl) and LinkedIn. Led to the ibm.nl
(IBM Netherlands domain)
Used the ESP Lead to the Youtube Smarter
Planet Movie – Linkedin, Twitter, FB, External
Blogs, Communities
Impressions
1.35 Million Impressions on fd.nl (96%)
52,000 impression from Social Media (4%)
Views
2600 views on IBM domain
2380 views on Youtube
Engagement
29 Comments /30 Likes
© 2013 IBM Corporation

29. EARNED
And with the ESP approach we were able to have a reach
within the targeted constituencies
Participation per audience
STATISTICS
• 123 Tweets; 29 ReTweets
• Maxium impressions: 34,008
• Estimated impressions: 10,000
LINKEDIN
STATISTICS
• 20 Updates ; 7 Group Posts
• Maximum impressions: 18,000
• Estimated impressions: 5,000
TWITTER
Participation per audience
LINKEDIN
Participation per group
STATISTICS
• Smarter City’s group: 9
comments
• Civil Servant group: 20
comments
© 2013 IBM Corporation

30. Results
 In a short period of time IBM was able to reach the target audience with their Smarter Planet
vision
 It opened up doors for IBM that were closed before
 Clients came with ideas and wanted to share their cases
 Major cities came to IBM to discuss ideas
 12 Smarter Planet references in 2012
 4 Smarter Planet references in 2013
 6% growth in a declining market
 Unexpected spin off towards employees
© 2013 IBM Corporation

31. CONTENT THAT COUNTS
KIRSTEN HAVER DROEZE
Digital Marketing Lead
@Kirsten_HD
nl.linkedin.com/in/kirstenhaverdroeze/
The Case 2013
© 2013 IBM Corporation