Presentation done by Sarah Stiefel, during "Swiss eTourism Day - Panel Discussion" of ENTER2015 eTourism conference

1. Content Marketing
Swiss Federal Railways, SBB
Sarah Stiefel Head of Content Marketing, E-Business
Swiss Federal Railways, Switzerland
sarah.stiefel@sbb.ch
www.sbb.ch - www.cff.ch - www.ffs.ch
ENTER 2015 Swiss day

2. 2

3. Sarah Stiefel
Head of Content Marketing
SBB E-Business
@cieletta
www.about.me/cieletta
sarah.stiefel@sbb.ch
1. Intro 5’
2. Content Strategy & Platforms 5’
3. Practical Examples 10’
4. Questions

4. The biggest Transport Company in
Switzerland.
SBB Passenger
Traffic
967 000 pers./day
SBB Cargo
175‘000 t goods/day
SBB Infrastructure
3138km rail network
SBB Real Estate
3500 buidlings
29 000 employees
from 93 countries of origin
in 150 professions.

5. Rail Europe
Transport Int.
Excursions Domestic
Switzerland Travel Center
Hotels domestic
Holiday Appartements
Travel Agency Intern.
6
Domestic Transportation
Strategic Partnership
Swiss Tourism
Transportation Europe
Combined Mobility
domestic
SBB in Tourism.SBB&SubsidiariesSBBPartnerships
Various domestic tourism
service providers.
European tourism marketing
organizations of boarder
countries.
International tourism marketing
organizations and service
providers.
Domestic Tourism Incoming/Outgoing Tourism
Swiss Travel System
Transport Incoming

6. Content Marketing
SBB Swiss Federal Railways
Swiss eTourism Day
ENTER Conference, Lugano
February 3rd 2015

7. 8
Challenge
• Consumers get more and more commercial messages, this leads to
information overkill and advertising fatigue.
Mission
• Communication of the right content to the right target groups in the right
format and through the right channels to generate traffic on our platforms.
Strategy
• Relevant content told in the form of topics and stories marketed to the right
target groups through the most accurate channel mix…
Benefit
• … leads potential customers on our platforms, where they generate traffic
and buy our products.
Content Strategy.

8. 9
Editorial
Planning
• Annual planning with scheduled main-topics and weekly detail planning
with related content chronologically set up arround the main-topics.
Basic
Content
• High quality basic content (information content) for every main-topic: SBB
wording, translation, grammar, SEO, multimedia, on site UX, conversion
process.
Editorial
Content
• Editorial content for each main-topic: Interviews, experience reports,
background infos, SBB topic related news and interaction stories.
• Aggregation of user generated content (ex. through curated #hashtags).
Content
Distrib.
• Content distribution through owned & social media (earned media)
chronologically set up according to the annual main-topics schedule.
• Paid Media for marketing campaign topics.
Operational implementation.

9. SBB.ch
m.sbb.ch
Micro-
sites
SBB
Newsletter
SBB Blog
Pinterest
Landing-
pages
Instagram
Dialog-Platforms
«Customer Service»
Platforms & Content Distribution
Partners
SBB
Homepage
Mobile
App
Vimeo
Google+
Owned Media Social Media (Earned Media)
Content Aggregators
Traffic Destinations Content Distribution-
Platforms
Traffic Generators
Facebook
Twitter
YouTube
+ Paid Media (Marketing campaigns)

10. 11
News Monitoring
What's going on out there?
What is spoken about?
Where and how are we taking part in the
conversation?
Editorial Planning
What comes from within?
How do we want to position ourselves?
What belongs on the agenda?
Content Creation
What content are we creating?
In which forms? for what platforms?
By what means?
Content Distribution
How do we distribute the content?
On which platforms?
Who reads/shares it and why? Analytics
In a Nutshell: The SBB digital Newsroom

11. Practical Cases
- « Leisure Back-pack Real-time Giving»
- « RailAway Groups School-class Trip»
- « Special Offer for Salzburg SBB Mozart»
- « Geneva Cornavin Inauguration»
- « SBB Advent Calendar 2014» (prime example)

12. « Leisure Back-pack Real-time Giving»
Owned Media Social Media (Earned Media)
SBB
Homepage
YouTube
Twitter
Influencer
Concept
Real Time
Giving

13. « RailAway Groups School-class Trip »
Owned Media Social Media (Earned Media)
SBB
Blog
Instagram
YouTube
Twitter
Paid Media: CHF 0.-
#SBBSchulreise
User Generated Content

14. « Special Offer for Salzburg SBB Mozart»
VS.
Advertising Content Marketing
120’000
organic views on
Youtube!

15. «Geneva Cornavin
Inauguration»
Storytelling
& User Generated Content

16. 17
« Geneva Cornavin Inauguration»
Owned Media Social Media (Earned Media)
Paid Media: CHF 0.-
SBB
Homepage
User Generated Content
Over 200 pictures
from participants
YouTube
#CFFMilou
#CFFCornavin
SBB
Blog
(Story)
Influencer
Concept
Blogger
Apéro
Blogposts and
UGC from Bloggers
and Influencers
(multiplicators)

17. 18
#CFFMilou
#CFFCornavin
Case «New Geneva Cornavin»
User Generated
Content

18. «Hello» from the SBB Content Team!

19. Learnings
1. Define a goal and target group for each concept.
2. ROI Calculate your resources: budget & HR.
3. Join forces for more impact & lower prod. costs.
4. Find a trigger to your Story: offline activates online.
Now the prime example:
5. « SBB Advent Calendar 2014»

20. «Advent Calender 2014»
Integrated Communication
& Interaction Content

21. SBB • Personenverkehr • VS-SBV-EB-SOC • 22.01.15 22
Case «Advent Calendar 2014»
Owned Media Social Media (Earned Media)
Highest Clickrates
ever!
Most successful
Blogpost 2014
SBB
Newsletter
SBB
Homepage
SBB
Blog
Facebook
YouTube
Twitter
Paid Media: only very little to get the Youtube Video started.
Advent
Calendar
Landinpage
92’000 views
YT
Over 300’000
organic reach
FB

22. The integrated online communication on "Advent" has
been a huge success. The varied prices reflected the diversity
of the SBB products related to Christmas and what everybody
gets out of it playing it together!
170’000
participants
312’543
Visits
8 Mio.
Impressionen
Case «Advent Calendar 2014»

23. Thank you. Questions?