mei 2012

1. What are we talking
about?
The most effective tools for marketeers
Sak van den Boom - Customer Media Council
23-5-2012 Netherlands 1

2. Agenda
 Introduction
 4 casestudies
 Conclusions
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3. Content marketing 2012
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4. Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience -
with the objective of driving profitable
customer action.
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5. How many content formats
are you using?
Most marketeers are using over 40
different content formats.
(Joe Pulizzi)
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6. The top 10 include
 Blog
 Enewsletter
 White Paper
 Article
 eBook
 Case Study
 Testimonials
 Microblogging (i.e., Twitter)
 Webinar/Webcast
 Video
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7. KLM Ifly magazine
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8. KLM iFly magazine
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9. Before, during & in between flights
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10. KLM Media Mapping
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11. Ifly magazine
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12. Database drive proces
 It’s a database driven process
 All orientation and click behavior is
registered
 It is used to personalise parts of the
magazine
 It is used to personalize the next issues
 It is used for (commercial) e-mail follow-ups
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13.  Over 10 % of de clients reads the
magazine
 Over 100.000 new email adresses are
gained
 Conversion into flights is growing
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14. Sak van den Boom - Customer Media Council
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15. Phonak’s vision
 A world
 Where the sense of hearing is cherished
and protected
 Where the topic of hearing is of greater
importance
 Where wearing a hearing system is no
longer a taboo
 Where people are aware of listening
 Where having hearing loss is no longer a
handicap
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16. Hear the world platforms
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17. Sak van den Boom - Customer Media Council
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18. Hear the world
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19. External target audiences
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20. Ambassadors
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21. Hear the world Magazine
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22. Street activities
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23. Events - exhibition
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24. Social Media
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25. Free Publicity
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26. Awareness campaign
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27. Achievements
 Website contacts: average 30 k a
month
 Social Media
 PR Contacts: 10.000 till 2012
 Awards: 18 national and international
 Ambassadors: over 53 internationals
stars supporting the case
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28. Dutch Railway Magazine
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29. Marketing goals
 Strengthen client value
 Enlarge loyalty
 Stimulate travelling by train
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30. Strategy
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31. Achievements
 75 % use the train
 15 % of coupons are used
 P.P. 2 extra train trips a year
 Positive attitude against NS
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32. Allerhande
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33. Allerhande
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34. Cross media platform
Twitter
Bonus
Ah.nl
Content & interaction Appi Ipad app
platform
Recept- (Digitale)
Availability at all kaarten winkel
channels ALLERHANDE commu-nicatie
AH
CONTENT
nieuws-
brief
Print Online
Winkel-
presentatie
Activation platform
Youtube kanaal Kookboeken
Kerst voorproef Nationale Thuiskoks
evenement competitie
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35. Yunomi
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36.  Over 350.000 members in the Netherlands
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37. Content marketing strategy
 Cope! Create once – publish
everywhere. Create content across a
variety of types of content that your
audience uses. Think beyond just
articles - use photographs and videos.
 Socialize your content.
 Optimize your content for search
 Offer related content
 Create an editorial calender
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38.  The main question is of course
How to set up,
implement, and measure a
successful content
marketing program?
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39. How
 You have a big opportunity to follow a
special course in content marketing
 Initiative of your content marketing
association (SPF)
 National and international experts in
content marketing
 New in Poland
 10 weekends
 160 hours of knowledge
 Starting oktober 2012
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40. Sak van den Boom - Customer Media Council
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41. School of content marketing
For:
• People who work in communication
but need real experience, more
knowledge and the possibility for
networking
• Brand marketeers
• Communications managers
• Communication consultants
• Content managers
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42. The top 10 platform used in the VS
 Blog
 Enewsletter
 White Paper
 Article
 eBook
 Case Study
 Testimonials
 Microblogging (i.e., Twitter)
 Webinar/Webcast
 Video
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43.  Blog  Podcast
 Enewsletter  Executive roundtable
 White Paper  Industrial ranking system
 Article  Book
 eBook  Print newsletter
 Case Study  Virtual Tradeshow
 Testimonials  Company focused community site
 Microblogging (i.e., Twitter)  Comic book
 Webinar/Webcast  Facebook application
 Video  Road show
 Facebook storypage  Audio book
 Customer focused community site  Screencast
 Online news release  Widget
 Custom Social Network  Branded content tool/app
 Custom Print Magazine  Online game
 Digital Magazine  Infographic
 Video Blog  Online survey
 E-Learning series  Discussion forum
 Mobile apps  iPad app
 Online media site  Multimedia Content Platform
 Content platform
 Teleseminar
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44. THNX – for any question
sakvandenboom@gmail.com
http://www.customermedia.nl
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