The document discusses Bleibgesund, the publishing system of Germany's largest health insurance company, AOK. It describes how Bleibgesund started as a single magazine but developed into a multi-platform system including magazines, websites, and other materials tailored for different customer groups and regions. The system provides localized content to over 24 million AOK customers across multiple media. Market research found the customized regional magazines build loyalty and motivate customers to prioritize their health.
Nachtmerrie of droom over sociale media en customer mediaSak van den Boom
Waar social media en customer media elkaar ontmoeten en versterken. Presentatie bijzonder hoogleraar customer media tijdens seminar Het Bewijs op 20 september 2010 in Teylersmuseum, georganieerd door Customer Media Council.
The document discusses trends in customer media, including that people are always online and mobile, value opinions of others over experts, and organize in groups to share influence. Brands are listening more, facilitating dialogue more, and moving their focus to engaging with customers as friends. What others think somewhere is more important than what experts say. Reviews and customer service are important. Brands must invest to develop the same qualities in communication that make people pleasant conversation partners like being open, honest, and trustworthy. Customer media is becoming more about content marketing and multi-platform communication. Brands should be where their customers are with relevant, authentic, and creative stories across print, digital, apps, and more to be personalized, relevant, localized,
During the folowing Post bachelor eduction of the Customer Media Council those eight trends willbe discussed with the students by specialist and scientists.
Didier Neyt's presentatie over AS Magazine tijdens het seminar Het Bewijs op 20 september in het TeylersMuseum in Haarlem, bij de lancering van Relatiemedia deel 3, Nachtmerrie of Droom, over de ROI van Customer Media.
This document discusses how neuromarketing research can help improve content marketing results. It notes that 95% of decisions are made subconsciously, so marketers need to understand how the brain works. The brain has two minds - the conscious, rational mind and the subconscious, emotional mind. To be effective, content must grab attention, engage emotions, and aid memory. Some key ways to do this include using novelty, eye contact, stories, and rewards which the brain cannot ignore. The goal of content messages should be attention, emotional engagement, and aiding long-term memory.
This document discusses trends in content marketing and strategies for delivering content to customers across multiple channels. It emphasizes creating valuable, consistent content that delivers information to buyers and builds loyalty over time. It also highlights the importance of understanding customers and tailoring content to different audiences like millennials.
Nachtmerrie of droom over sociale media en customer mediaSak van den Boom
Waar social media en customer media elkaar ontmoeten en versterken. Presentatie bijzonder hoogleraar customer media tijdens seminar Het Bewijs op 20 september 2010 in Teylersmuseum, georganieerd door Customer Media Council.
The document discusses trends in customer media, including that people are always online and mobile, value opinions of others over experts, and organize in groups to share influence. Brands are listening more, facilitating dialogue more, and moving their focus to engaging with customers as friends. What others think somewhere is more important than what experts say. Reviews and customer service are important. Brands must invest to develop the same qualities in communication that make people pleasant conversation partners like being open, honest, and trustworthy. Customer media is becoming more about content marketing and multi-platform communication. Brands should be where their customers are with relevant, authentic, and creative stories across print, digital, apps, and more to be personalized, relevant, localized,
During the folowing Post bachelor eduction of the Customer Media Council those eight trends willbe discussed with the students by specialist and scientists.
Didier Neyt's presentatie over AS Magazine tijdens het seminar Het Bewijs op 20 september in het TeylersMuseum in Haarlem, bij de lancering van Relatiemedia deel 3, Nachtmerrie of Droom, over de ROI van Customer Media.
This document discusses how neuromarketing research can help improve content marketing results. It notes that 95% of decisions are made subconsciously, so marketers need to understand how the brain works. The brain has two minds - the conscious, rational mind and the subconscious, emotional mind. To be effective, content must grab attention, engage emotions, and aid memory. Some key ways to do this include using novelty, eye contact, stories, and rewards which the brain cannot ignore. The goal of content messages should be attention, emotional engagement, and aiding long-term memory.
This document discusses trends in content marketing and strategies for delivering content to customers across multiple channels. It emphasizes creating valuable, consistent content that delivers information to buyers and builds loyalty over time. It also highlights the importance of understanding customers and tailoring content to different audiences like millennials.
The document discusses content marketing and summarizes several case studies. It begins with an introduction to content marketing, noting it involves creating and distributing valuable content to attract and engage an audience to drive business goals. Common content formats are discussed, including blogs, ebooks, videos, and more. Several case studies are then summarized, such as KLM Airlines using an "iFly magazine" and content on their website to engage customers, and Phonak creating a "Hear the World" platform to raise awareness of hearing loss. The document concludes by discussing how to set up an effective content marketing program.
The document discusses content strategy and marketing techniques for engaging customers. It recommends delivering valuable, non-sales focused content to attract and engage target audiences. The essence is that consistently providing useful information will ultimately reward brands with customer loyalty and business. It also discusses trends like the importance of mobile, social media, and creating a unified customer experience across channels.
Marketing is increasingly becoming publishing as brands create engaging content across multiple media channels to attract and serve audiences. Content marketing relies on cross-media publishing of interactive and networked communications. Successful brands are building communities and engaging in co-creation by developing user-generated content and digital utilities. Social listening and attention economies will be important in the new marketing paradigm.
The document discusses how marketing is becoming more like publishing, with an increased focus on creating engaging content across multiple media channels. It notes that customers spend more time on social networks than reading emails, so content marketing through platforms and communities is key to survival. Marketers are now focused on creating accountable platforms of user-generated content and digital utilities in order to build engagement. Cross-media and interactive networked communication is the future of marketing.
The document discusses moving communication from focusing on producing more quantity to better quality. It advocates listening more carefully to gain meaning and build trust. It also encourages experimentation instead of perfection and engaging authentically with the world. The overall message is that businesses and communicators should strive for better communication that improves lives rather than just producing more output.
presentatie Joos Steins Bisschop op 20 september 2010Sak van den Boom
Presentatie Joost Steins Bisschop tijdens het seminar HET BEWIJS op 20 september in het Teylersmuseum in Haarem, bij de lancering van Relatiemedia deel 3, Nachtmerrie of Droom, de ROI van Customer Media, georganiseerd door de Customer Media Council
This one sentence document provides a URL for a website called "Sakvandenboom.nl" without any other context or information. The URL is dated August 14, 2008 and references Uppsala, but no other details are given about the site or its purpose.
This document discusses custom publishing issues from Uppsala, Sweden on August 14, 2008. The website listed, www.sakvandenboom.nl, does not provide any additional context or information about the custom publishing issues mentioned.
The document discusses content marketing and summarizes several case studies. It begins with an introduction to content marketing, noting it involves creating and distributing valuable content to attract and engage an audience to drive business goals. Common content formats are discussed, including blogs, ebooks, videos, and more. Several case studies are then summarized, such as KLM Airlines using an "iFly magazine" and content on their website to engage customers, and Phonak creating a "Hear the World" platform to raise awareness of hearing loss. The document concludes by discussing how to set up an effective content marketing program.
The document discusses content strategy and marketing techniques for engaging customers. It recommends delivering valuable, non-sales focused content to attract and engage target audiences. The essence is that consistently providing useful information will ultimately reward brands with customer loyalty and business. It also discusses trends like the importance of mobile, social media, and creating a unified customer experience across channels.
Marketing is increasingly becoming publishing as brands create engaging content across multiple media channels to attract and serve audiences. Content marketing relies on cross-media publishing of interactive and networked communications. Successful brands are building communities and engaging in co-creation by developing user-generated content and digital utilities. Social listening and attention economies will be important in the new marketing paradigm.
The document discusses how marketing is becoming more like publishing, with an increased focus on creating engaging content across multiple media channels. It notes that customers spend more time on social networks than reading emails, so content marketing through platforms and communities is key to survival. Marketers are now focused on creating accountable platforms of user-generated content and digital utilities in order to build engagement. Cross-media and interactive networked communication is the future of marketing.
The document discusses moving communication from focusing on producing more quantity to better quality. It advocates listening more carefully to gain meaning and build trust. It also encourages experimentation instead of perfection and engaging authentically with the world. The overall message is that businesses and communicators should strive for better communication that improves lives rather than just producing more output.
presentatie Joos Steins Bisschop op 20 september 2010Sak van den Boom
Presentatie Joost Steins Bisschop tijdens het seminar HET BEWIJS op 20 september in het Teylersmuseum in Haarem, bij de lancering van Relatiemedia deel 3, Nachtmerrie of Droom, de ROI van Customer Media, georganiseerd door de Customer Media Council
This one sentence document provides a URL for a website called "Sakvandenboom.nl" without any other context or information. The URL is dated August 14, 2008 and references Uppsala, but no other details are given about the site or its purpose.
This document discusses custom publishing issues from Uppsala, Sweden on August 14, 2008. The website listed, www.sakvandenboom.nl, does not provide any additional context or information about the custom publishing issues mentioned.
1. Best Practice in Corporate Publishing
Best Practice in
Corporate Publishing
A custom-made communication system
innovative for 50 years
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 1
2. Best Practice in Corporate Publishing
About our client
The AOK:
Largest Health Insurance System in Germany (24 million members)
Organized in 15 seperate companys according to the federal state structure in
Germany and one umbrella company
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 2
3. Best Practice in Corporate Publishing
About our product
Bleibgesund started exactly 50 years ago with 1 magazine for
all AOK-customers...
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 3
4. Best Practice in Corporate Publishing
About our product
.
... developed to a complete product family
pensioners children
Costumer
adults, aged 25 years to Life-Time-Cycle young people
retirement
Magazines
job beginners students
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 4
5. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
Initial situation: Great and heterogenous target group
1. step: splitting the target group
Bleibgesund
Circulation:
ca. 6.6 mil. per issue
Frequency: Six times a year for
people aged 25 to retirement
Volume of pages: 32-60
Bleibgesund Plus
Circulation:
ca. 4.4 mil. per issue
Frequency: Six times a year for
pensioners
Volume of pages: 32-60
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 5
7. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
Initial situation: Great and heterogenous target group
1. step: splitting the target group
Bleibgesund
Circulation:
ca. 6.6 mil. per issue
Frequency: Six times a year for
people aged 25 to retirement
Volume of pages: 32-60
Bleibgesund Plus
Circulation:
ca. 4.4 mil. per issue
Frequency: Six times a year for
pensioners
Volume of pages: 32-60
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 7
8. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
2. step: Regionalization
Bleibgesund
Circulation ca. 6.6 mil. per issue
15 different regional issues with individually designed and composed
volume
content
layouts
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 8
9. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
3. step: Localization
For example AOK Baden-Württemberg
Regional issue Bleibgesund:
1.3 mil. circulation per issue
including regional topics
+ individualized by specific local news sections in up to 14 versions
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 9
10. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
4. step: Supplements and additional products for specific target groups
For example AOK Baden-Württemberg
Regional issue Bleibgesund including regional topics:
+ local news section
+ „jojo“-magazine for children: 22.000 households
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 10
11. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
5. step: Supplements for people with specific indications
For example AOK Baden-Württemberg
Regional issue Bleibgesund including regional topics:
+ local news section
+ jojo
+ supplement „Curaplan“ for diabetics: exactly 400 households recieve this package
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 11
12. Best Practice in Corporate Publishing
Custom-made mass communication in 6 steps
6. step: Personlized cover mailings
Exactly 3
customers recieve
this media-package
For example AOK Baden-Württemberg
Regional issue Bleibgesund including regional topics:
+ local news section
+ jojo
+ supplement „Curaplan“ for diabetics: 400 households
+ personlized cover mailings for direct sales (special offers, events etc.)
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 12
13. Best Practice in Corporate Publishing
Additional print-products
Infothek Bleibgesund: Background and special information about
different health topics
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 13
14. Best Practice in Corporate Publishing
Additional online-platforms for interactive user
Internet health portal www.aok.de
Health-Navigator with a nationwide cover
and 15 regional portals for the affiliated
AOKs
Target group: AOK-members, members
of other health insurances and co-
operation partners of the AOK
Topics: In coordination with the magazines
updated and background information about
health, medicine, AOK-campains and
special offerings
Specific platforms for separate target
groups and campains like
www.aok.de/kids,
www.jonet.de or
www.abnehmen-mit-genuss.de
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 14
15. Best Practice in Corporate Publishing
Customer crossmedia communication system
Magazines
Online-platforms
Broschures
Dialogue-marketing/ Mobile-
Mailings services
Web-TV
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 15
16. Best Practice in Corporate Publishing
Effective Corporate Publishing with Bleibgesund
3 results of the market research:
1. The readers recognize Bleibgesund as a regional designed magazine.
Close-by the customer = high customer loyalty
2. The readers felt motivated by Bleibgesund, to take care of their health and they receive useful
tips to help themselves.
Healthy living = less sickness = less costs for the insurance & high customer satisfaction
3. Intensive-readers have a more positive position to the AOK and a higher motivation to
recommend the AOK to other people.
Positive Image = lasting customer loyalty
Bleibgesund is a regular and low priced contact to the customer.
It’s less expensive than ...
- a customer visit,
- a customer call,
- a mailing
The Bleibgesund media-system reduces unecessary customer contacts!
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 16
17. Best Practice in Corporate Publishing
Thank you for
your attention :-)
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 17
18. Best Practice in Corporate Publishing
contact:
Kai Stiehl
Siemensstraße 6
61352 Bad Homburg v.d.H.
Fon: +49 (0) 6172 - 670-557
Fax: +49 (0) 6172 - 670-166
E-Mail: k.stiehl@wdv.de
www.wdv.de
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 18