1. Using Digital Content
to Drive CRM Success
Dan Rubin
Meredith Xcelerated Marketing
Director, Digital Strategy
@dan_rubin_ny

2. This Session is Called
Using Digital Content
to Drive CRM Success
Here’s my promise to you
I will…
•Discuss best practices for creating digital content for CRM
•Provide 25 examples of great digital branded content

3. This Whole Talk Presupposes
1 Thing
That content matters
So, does it?

4. It Does to Citi, Puma, GM
“What weus it was that shareable out how do we Descano,
“We have found is like a publisher,” said Linda
For to think about figuring content is something you
to be professional about and quick to develop…We
have reach out to an audience and be relevant and branded
managing director, head of digital partnerships
didn’t reallyCiti, at the Relevant content is key, while brings a
content at different. DigidaycontentConference. be
understand how much Brand we need to “This
produce…But you tone and brand know how to create be
paradigmsetting a better know we voice.” content to
still shift, since we be ready for the
interesting. People will self-select out regularly.” content, you
advertising and collateralof digital marketing about
RemiCarlioz, head and when you talk
Jim Farley – Ford CMO. the consumer at the center. So it
have forstep back and put
to Puma.
becomes less about product and more about the consumers.”

5. Background Questions
W H AT I S WHAT IS THE
CONTENT POINT
? OF CONTENT?

6. Content is…
Education | Instruction | Tools | Entertainment | Connections | Opinion
That manifests itself across channels
6

7. BRAND
CONTENT
CONTENT
SERVES A BRAND

8. What is a Brand?

9. A brand is a …and is defined
promise from an
BRAND by the stories
organization… CONTENT people tell about it
CONTENT SERVES A BRAND
DEFINES

10. But People
Have to
REMEMBER
THE CONTENT

11. Why do
people
remember
content?

12. Baker vs baker
http://www.ted.com/talks/joshua_foer_feats_of_memory_anyone_can_do.html

13. Content enables brands to go
from “Bakers” to “bakers”
Why? Because people remember
“b” bakers not “B” Bakers

14. How does a brand go from
Baker to baker?
Through High-Quality,
Branded Content

15. How Does Branded Content,
Especially Digital Content,
Help Your CRM Program?
Content makes CRM personal
Content makes CRM memorable
Content makes CRM responsive
Content makes CRM a brand builder
Content makes CRM shareable

18. 25 Examples
of Great
Branded Digital Content

19. 1. Dollar Shave Club
http://www.youtube.com/watch?v=ZUG9qYTJMsI
Why it’s great content: memorable

20. 1. Dollar Shave Club
Why it’s great content: memorable

21. 2. The Rolling Stones; Lego
Why it’s great content: a brand builder

22. 3. Arcade Fire
Why it’s great content: personal

23. 4. Intel
Why it’s great content: personal

24. 5. Gerber
Why it’s great content: a brand builder

25. 6. Kraft
Why it’s great content: shareable

26. 7. Pizza Express
Images on Images
off
Source: Responsys
Why it’s great content: personal & memorable

27. 8. JC Penney
Source: Responsys
Why it’s great content: responsive

28. 9. Google Re:brief for Coke
Why it’s great content: a brand builder & shareable

29. 10. Phish
Why it’s great content: responsive

30. 11. Diageo: The Wine Bar
Why it’s great content: memorable

31. 12. Harley Davidson
Why it’s great content: a brand builder

32. 13. American Express
Why it’s great content: personal & shareable

33. 14. Whole Foods
Why it’s great content: personal (local content is always great )

34. 15. Zappos
Why it’s great content: responsive

35. 16. Jetblue
Why it’s great content: memorable

36. 17. Nature Valley
Why it’s great content: a brand builder

37. 18. Ikea
Why it’s great content: memorable

38. 19. Tickemaster
Why it’s great content: personal

39. 20. Red Tomato
Source: trendwatching.com
Why it’s great content: memorable

40. 21. Marks & Spencer
Source: trendwatching.com
Why it’s great content: memorable

41. 22. Babolat
Source: trendwatching.com
Why it’s great content: a brand builder

42. 23. autoTRADER
Source: trendwatching.com
Why it’s great content: personal

43. 24. Starwood SPG
You’re almost at Platinum –
a gamification of rewards to
drive more hotel stays
SPG knows you’ve been to
Europe so it promotes a
beautiful villa in Greece
Why it’s great content: personal

44. 25. Burberry
Why it’s great content: a brand builder

45. How Can Digital Content Drive
CRM Success?
Content makes CRM personal
Content makes CRM memorable
Content makes CRM responsive
Content makes CRM a brand builder
Content makes CRM shareable

46. Thanks…
And Make Great Content
Dan Rubin
Meredith Xcelerated Marketing
Director, Digital Strategy
@dan_rubin_ny