Content Marketing Conference 2014 - Deloitte case study

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Content Marketing Conference 2014 - Deloitte case study

  1. 1. Tristan Lavender | Deloitte Netherlands Content Marketing Conference Europe | Antwerp, June 10 How to create a content-driven and customer-centric company culture and customer-centric company culture
  2. 2. Opening slide Mark. Jan. Robyn. The story of
  3. 3. Mark.
  4. 4. Jan.
  5. 5. Robyn.
  6. 6. Opening slideThe plot thickens…
  7. 7. Annika.
  8. 8. “This is great!! We need to generate more awareness for this within Deloitte!” From: Annika Sponselee Received: February 18, 2014
  9. 9. Training the team.
  10. 10. Opening slide And they blogged happily ever after…
  11. 11. Opening slideThe Big Cultural Shift.
  12. 12. Command and control. Conversations.
  13. 13. Planned over the long term. Real-time.
  14. 14. Content. Media. Tools. People
  15. 15. Opening slide Why focus on people? 1. It’s what your customers want.
  16. 16. What global B2B brands communicate about What B2B buyers value in a brand Source: McKinsey, 2013 Honest, open dialogue High level of specialist expertise Fits with my beliefs and values Corporate social responsibility Shapes the direction of the market Innovation Global reach
  17. 17. What global B2B brands communicate about What B2B buyers value in a brand Source: McKinsey, 2013 Honest, open dialogue High level of specialist expertise Fits with my beliefs and values Corporate social responsibility Shapes the direction of the market Innovation Global reach I don’t give a f*ck.
  18. 18. Who do you trust most as a source of information? Company’s CEO Company’s employee Activist consumer Academic Media spokesperson Source: Edelman Trust Barometer, 2013 27% 36% 25% 21% 16%
  19. 19. Opening slide Why focus on people? 2. It’s what a cultural shift demands.
  20. 20. Opening slide Focus on the right people.
  21. 21. Create content for a human being Q&A
  22. 22. Opening slide Six keys to cultural change.
  23. 23. 1. Make your employees proud. (In English) Great gift!!! Thanks!! #bloggerofthemonth #deloitte
  24. 24. 2. Use data to educate employees.
  25. 25. 3. Create role models high up.
  26. 26. 4. Don’t talk marketing. Talk business.
  27. 27. 5. Focus on people’s strengths.
  28. 28.      6. Use channels they are familiar with. (In English) Share these new articles in your network!
  29. 29. Opening slideBringing it all together: a recent case
  30. 30. (In English) A data analysis of our country Healthcare Education Job market Real estate Fraud
  31. 31. Amplify your content.
  32. 32. Have your employees engage.
  33. 33.  Invite your employees to share
  34. 34. (In English) Dear colleague, today we launch ‘State of the State’, a data analysis of our country. Check out www.stateofthestate.nl Hans van Vliet Generate awareness for content.
  35. 35. Engage employees in content creation.
  36. 36. Bring the online and offline together.
  37. 37. Opening slide Thank you!
  38. 38. Feel free to connect or drop a line nl.linkedin.com/in/tristanlavender/ @tristanlavender tristanlavender@gmail.com

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