Dbs Content Marketing Programmesv1 8

Content Marketing ProgrammesKeith Feighery

OutlineOverview of Content Marketing ProgrammesClass exerciseLeveraging Owned Media AssetsManaging Content Marketing InitiativesContent Marketing for Business to ConsumerRelevant Case Studies Content Marketing for Business to BusinessRelevant Case StudiesProject Pitch

Leveraging Owned Media AssetsRecognise the value in your owned media assets Websites, mobile applications, digital media assetsIts not about talking about “Yourself” all the timeRequires a change in mindset to what is “valuable”Provide information and value to customers all the timeBrands/Businesses are becoming publishers and media outletsBecome trusted experts in your business areaEstablish trust and develop relationships with customers and prospectsBe engaging, entertaining, informative etc..Use content to increase acquistion rates and reduces retention costs

Who creates the contentInternallyFind employees who are knowledgeable and want to writeRe-purpose content that has been created over time for different mediaPartners, customers and third party expertsPublish whitepapers, webinars, eBooks, articles etc…with partnersCustomersIf you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..You can allow customers to make product recommendations – crowdsourcing

AdvantagesBecome trusted thought-leaders in your business areaCreates a less-frictional way of converting prospects into salesHelps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than paid ones)Once started, provides an ongoing framework to control and publish valuable informationContent Marketing thinking becomes ingrained in the culture of the organisationNurturing prospects Vs aggressive interrupt based marketing techniques

Success Vs FailureSuccessUnderstanding the informational needs of your customersKnowing how those informational needs mix with your marketing goals and objectives Developing a content program around those needsBeing consistent (content marketing is a marathon, not a sprint)Listen and continually evolve the programFailureAlways selling, rather than informingNot being consistent with your content promiseNot listening, thus not evolving the content programWaiting for perfection to come before you deliver the content.

Key points to rememberContent = valuable information NOT just orchestrated messagesCustomer relationships don’t end with a paymentFocus on what a customer needs rather than what you sellAddress needs all the timeValuable communications is what differentiates you from competitionMarketers are publishers todayWithout good content, community is impossible90% of corporate websites talk about “How great they are”Buyers are more in control today than ever – not sales organisations

Content forms The copy and digital media on your Web siteArticles and other intellectual property or knowledge sharingWhitepapers, case studies, Webinars, podcastsE-mail newslettersFacebook/MySpace/Bebo fan pages and groupsProduct/service reviewsForumsBlogs and reader commentsVideos, demos, presentations, and custom animationsTweets, status updates,Content widgets

B2C Content ProgrammesProvide valuable information, content, entertainment to your prospects and customers Create an ongoing conversation with them where possibeAddress wider customer needs – beyond what your product/service doesGive them what they want i.e. deals/discounts/extended service, engagement etc..Create awareness of products, services, organisation, peopleBe transparent in terms of customer service, company information etc..Actively seek network effects and customer validations

Business to Consumer Case Studies

Pepsi RefreshCampaign Analysis: AdvantagesFirst-mover advantage. By announcing a radical approach Pepsi took advantage of pre-event press coverage (including a story in Forbes).Using celebrities to spur campaign. Pepsi invested in influential relationships by the utilization of celebrity endorsements.Shifting to “we” over “me.” Demonstrated more community-focusedPlanning for the long haul. Campaign Analysis: RisksPepsi has yet to show the world it gets social marketing. Its recent entry into the space with the edgy–but sexist–”Amp” iPhone applications resulted in backlashCultural mismatch. Pepsi’s history of mass marketing means it will need to change its internal culture to embrace social marketing, where success lies in letting go of control.Missed opportunity to integrate Super Bowl TV ads with campaign. Pepsi’s biggest misstep is putting all its eggs in one basket–and not benefiting from synergies of multiple channels.Source: Jeremiah Owyang – www.web-strategist.com/blog

DellDell-Hell BlogBuzzmachine : Dell refused to engage with him - created a very critical blog that snowballedAppalling publicity – made onto cover of BusinessweekHow Dell reactedNow Dell one of most active social media companies – blogs, twitter, product ideas/feedback site Ideas Storm – Customer recommendation platformEncourages employees to blog and engage with tools like twitterMonitors brand using Visible Technologies – TruCastBenefitsImproved customer service – real-time support using TwitterBrand Enhancement, product improvement, customer service, employee empowerment

StarbucksSet up a Starbucks idea siteTo register user ideas, vote on them and then implement popular onesSet up a community site to engage With other socially minded starbucks fans - www.v2v.netStarbucks (Redcard) Do something good everyday – HELP OTHERS around the worldSet up http://starbucks.com/sharedplanet/To show commitment to the planet (green issues supporting communities outside US) YouTube, Twitter, Facebook profilesTo connect with customers

NokiaMoshA Nokia site offering free safe content for phonesApplications, games, videos, widgets etc..Nokia ConversationsBlogs, news, events, future technologies, new applications, ideas and researchTwitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used)Noki WOMhttp://www.womworld.comIntegrated Nokia infostream to Social Media platformsTumblr, Twitter, Flickr, YouTube, Technorati, FriendFeedDiscreet personalised Nokia Facebook profilesLuca, Jade and Anna (Europe, Japan, US based) Recording their lifestream on facebook Not without controversyWieden Kennedy’s Nokia Design Competition Demonstrated crowd-sourcing not without issues

Nike Nike PlusIntegrated runner and nanoPod accelerometer tracking deviceCommunity based training site – tracks runs, compete, train in teamsRoute Planners – worldwideNike.com – training programsCreate customised training programmes (Jordan program)Nike 6.0 Community for skateboarders, X-country bikers, surfers, BMXers, Moto, Snowboarders etc.NikeRunningInformation based – sharing, connecting with others, adviceBlogsNikewomen – video training, program set-up, interviews and storiesNikeID – customised trainers

Walmart11 Moms BlogsEleven Mom Bloggers who offer advice to familiesDifferent types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)Not an overt advert for Walmart brandKudos from Analyst community (Jeremiah Owyang)Also has difficult online relationsWalmart WatchWorking Families for WalmartBoth very critical of Walmart policiesFacebook page hacked – bad publicity around adoption of web 2.0Myspace campaign panned – ends after 10 weeksWalmarting across America – very mixed reviews

Johnson & JohnsonOrganised Baby Camp – 56 influential mothers and bloggers Gain word of mouth infuenceNot overtly J&J centricDiscussing issues that matter to familiesRun babycenter.com Online community for Mums Not 100% J&J branded – competitors advertiseAdvice for MothersReflects waning influence of print and TVJ&J health ChannelVideos of people with real life health issues and lets them tell their storiesFacebook – AcuminderUseful Application to allow you to manage vision care routineFacebook – ADHDA resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)Motrin Ads caused furore with online “Mommy” BloggersJ&J withdrew Ads (showing mothers suffering back problems from carrying baby)

BlendTecLittle known consumer brand (more industrial reputation) in the USDecided to run some low quality videos of CEO blending incongruous materials iPhone, steel tins, golf balls Called it WillItBlend.com – instant successOver 100Million viewsNow have iPhone AppRaised profile of company in US and beyondLow cost and highly effective

Content Strategy B2BListen and Understand your audience and their behaviour patternsMap out all the stages of your buyer cyclesCreate specific personas for your prospects and clientsIdentify specific needs for each of your buyer personas along the buyer cycleDevelop content for each buyer stageDevelop a content development scheduleAllocate resources or identify third parties to produce specific contentDevelop a clear voice and personality for your contentSolicit feedback from your prospects, customers and community

B2B content marketingCreate valuable content that is of real interest to your customersProspective customers engage with sales teams later in the funnel due to online informationProviding content the pre-identified types and roles of customers want and needProviding content that maps directly to the different stages of the buyer cycleProducing and sharing content that your community and prospective customers enjoy and will potentially shareDistributing content where your customers and prospects coalesce online

Business to Business Case Studies

Intuit Business Service Co.Provides customer service and advice Twitter, Blogs, wikis (accessed 2.7 million times) and dedicated online advice sitesWell crafted web2.0 site Embedded customer feedback channelsTwo-way transmission of information From customers to Accountants, Tax, Business services etc..Online Peer to Peer communicatinForums and WikisClosed member feedback groups For research and very frank opinions

Oracle – Customer Collective

Dbs Content Marketing Programmesv1 8

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