2. THE ROLE OF DIGITAL
CONTENT IN B&Q’S
COMMUNICATIONS
Thursday, 18 April 13
3. 33%
2 billion of brands say they can’t get their
customers to talk to them, but…
videos are watched on YouTube on average each day
Interesting content is a top 3 reason 94%…of marketers say the voice
In 2011
of the customer is the most
convincing
brands really sat up and took notice
60% Over 30 million
of b2b marketers (agencies) plan to invest pieces of content are shared via social media daily
more in content marketing this year
90% of consumers find custom content useful and 78%
believe that organizations providing custom content are interested in
building good relationships with them
35,000
Only 31% blog posts published on Wordpress daily
of recipients find loyalty scheme communications extremely relevant
Thursday, 18 April 13
9. HELP & ADVICE
OUR KEY
DIFFERENCIATOR
IF YOU WOULD LIKE TO VIEW THIS VIDEO GO TO:
http://www.youtube.com/watch?
feature=player_embedded&v=KEnksbcguaQ
Thursday, 18 April 13
16. NEXT STEPS: AMPLIFYING OUR CONTENT
WHERE DO WHERE &
WHO ARE OUR
THEY SPEND HOW DO WE
CUSTOMERS?
TIME? ENGAGE?
CONSISTENTLY
BUILD THEIR AMPLIFY
PUBLISH
TRUST – HELP GREAT
GREAT
THEM OUT CONTENT CONTENT
Thursday, 18 April 13
18. DISPLAY ACTIVITY | STORY LED
Above average =
Oct Avg.
Aimed at people like me 64% 59%
Found it informative 67% 60%
Made me think more positively about B&Q 45% 40%
Trusted the advert/feature 54% 50%
Enjoyed the advert/feature 56% 54%
Really caught my attention 42% 44%
Made me want to visit 36% 36%
B&Q
Made me want to find out 47% 39%
more
Really different from others adverts/features 27% 23%
Thursday, 18 April 13
19. DISPLAY ACTIVITY | STORY LED
97%
63% thought display was READ THE
memorable while 3 in 5 rated it as B&Q
FEATURE
good or excellent
Interesting
76%
Useful 64% Above average =
Relevant 63%
Oct Avg.
Aimed at people like me 64% 59%
Found it informative 67% 60%
Made me think more positively about B&Q 45% 40%
Trusted the advert/feature 54% 50%
Enjoyed the advert/feature 56% 54%
Really caught my attention 42% 44%
Made me want to visit 36% 36%
B&Q
Made me want to find out 47% 39%
more
Really different from others adverts/features 27% 23%
Thursday, 18 April 13
20. DISPLAY ACTIVITY | DEAL LED
Interesting 73%
Useful 63%
Relevant 59%
Below average =
Jan Avg.
Aimed at people like me 57% 59%
Found it informative 60% 60%
Made me think more positively about B&Q 37% 40%
Trusted the advert/feature 48% 50%
Enjoyed the advert/feature 46% 54%
Really caught my attention 42% 44%
Made me want to visit 35% 36%
B&Q
Made me want to find out 37% 39%
more
Really different from others adverts/features 21% 23%
Thursday, 18 April 13
28. COMMUNICATING
SUSTAINABILITY
IF YOU WOULD LIKE TO VIEW THIS VIDEO GO TO:
http://www.youtube.com/watch?
v=WVH9ErCspEM&feature=youtu.be
Thursday, 18 April 13
35. WHAT’S NEXT | SYNDICATION & PARTNERSHIPS
Partnerships
Syndication
Thursday, 18 April 13
36. WHAT’S NEXT | SYNDICATION & PARTNERSHIPS
THREE S’ OF
CONTENT Partnerships
STRATEGY
• SEARCH
• SYNDICATION
• SOCIAL
Syndication
Thursday, 18 April 13
37. WHAT’S NEXT | OUTREACH
Outreach
Thursday, 18 April 13
38. DON’T KNOW
WHERE TO
START?
Thursday, 18 April 13
39. SET THE BALL ROLLING
1.
WHO ELSE
ASK CONTENT
DOES IT
CUSTOMERS PLANNING
WELL?
Thursday, 18 April 13
40. SET THE BALL ROLLING
1.
WHO ELSE
ASK CONTENT
DOES IT
CUSTOMERS PLANNING
WELL?
2.
WHO ARE
WHERE DO WHERE &
YOUR
THEY SPEND HOW DO YOU
CUSTOMERS
TIME? ENGAGE?
?
Thursday, 18 April 13
41. SET THE BALL ROLLING
1.
WHO ELSE
ASK CONTENT
DOES IT
CUSTOMERS PLANNING
WELL?
2.
WHO ARE
WHERE DO WHERE &
YOUR
THEY SPEND HOW DO YOU
CUSTOMERS
TIME? ENGAGE?
?
3.
BUILD THEIR CONSISTENTLY
PUBLISH AMPLIFY
TRUST –
GREAT GREAT
HELP THEM
CONTENT CONTENT
OUT
Thursday, 18 April 13
42. Facebook.com/HashtagUK
Sarah Wade
Works at B&Q
Lives in
Southampton 3 things I’d like you to try and please Tweet me to let me
know how you’re getting on - #coolcontentchallenge
@sarahleighw Like Comment Promote Share
@coolcontent2013
#coolcontentchalle Sally Breeze Talk to your customers via your social channels – what
nge content would they like to see?
Jo Carrick In your next newsletter/email, aim to pin together a story,
articulate and measure the difference in click-through-rate.
Kristian S-C Based on insight and your customer’s behaviours, action
one learning
to improve your communications.
Thursday, 18 April 13
