Ibat B2C Content Marketing Programmesv1 8
-
Upload
digital-insights -
Category
Technology
-
view
1.001 -
download
0
description
Transcript of Ibat B2C Content Marketing Programmesv1 8
![Page 1: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/1.jpg)
Content Marketing Programmes
Keith Feighery
![Page 2: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/2.jpg)
Business to Customer
![Page 3: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/3.jpg)
B2C Content Programmes
• Provide valuable information, content, entertainment to your prospects and customers
• Create an ongoing conversation with them where possibe• Address wider customer needs – beyond what your
product/service does• Give them what they want i.e. deals/discounts/extended service,
engagement etc..• Create awareness of products, services, organisation, people• Be transparent in terms of customer service, company
information etc..• Actively seek network effects and customer validations
![Page 4: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/4.jpg)
Business to Consumer
Case Studies
![Page 5: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/5.jpg)
MicksGarage.ie
![Page 6: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/6.jpg)
McGarr Soliticors
![Page 7: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/7.jpg)
Car Audio
![Page 8: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/8.jpg)
Komplett
![Page 9: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/9.jpg)
Blacknight
![Page 10: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/10.jpg)
Hairybaby
![Page 11: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/11.jpg)
Westcoast Cooler
![Page 12: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/12.jpg)
Mayo Clinic
![Page 13: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/13.jpg)
BlendTec• Little known consumer brand (more industrial reputation) in the
US• Decided to run some low quality videos of CEO blending
incongruous materials – iPhone, steel tins, golf balls
• Called it WillItBlend.com – instant success• Over 100Million views• Now have iPhone App• Raised profile of company in US and beyond• Low cost and highly effective
![Page 14: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/14.jpg)
BlendTec
![Page 15: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/15.jpg)
Walmart• 11 Moms Blogs
– Eleven Mom Bloggers who offer advice to families– Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)– Not an overt advert for Walmart brand– Kudos from Analyst community (Jeremiah Owyang)
• Also has difficult online relations– Walmart Watch– Working Families for Walmart– Both very critical of Walmart policies– Facebook page hacked – bad publicity around adoption of web 2.0– Myspace campaign panned – ends after 10 weeks– Walmarting across America – very mixed reviews
![Page 16: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/16.jpg)
Walmart
![Page 17: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/17.jpg)
Starbucks• Set up a Starbucks idea site
– To register user ideas, vote on them and then implement popular ones
• Set up a community site to engage – With other socially minded starbucks fans - www.v2v.net
• Starbucks (Redcard) – Do something good everyday – HELP OTHERS around the world
• Set up http://starbucks.com/sharedplanet/ – To show commitment to the planet (green issues supporting
communities outside US)• YouTube, Twitter, Facebook profiles
– To connect with customers
![Page 18: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/18.jpg)
Starbucks
![Page 19: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/19.jpg)
Johnson & Johnson
• Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence– Not overtly J&J centric– Discussing issues that matter to families
• Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise– Advice for Mothers– Reflects waning influence of print and TV
• J&J health Channel– Videos of people with real life health issues and lets them tell their stories
• Facebook – Acuminder– Useful Application to allow you to manage vision care routine
• Facebook – ADHD– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)
• Motrin Ads caused furore with online “Mommy” Bloggers– J&J withdrew Ads (showing mothers suffering back problems from carrying baby)
![Page 20: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/20.jpg)
Johnson & Johnson
![Page 21: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/21.jpg)
Dell• Dell-Hell Blog
– Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed
– Appalling publicity – made onto cover of Businessweek• How Dell reacted
– Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site
– Ideas Storm – Customer recommendation platform– Encourages employees to blog and engage with tools like twitter– Monitors brand using Visible Technologies – TruCast
• Benefits– Improved customer service – real-time support using Twitter– Brand Enhancement, product improvement, customer service, employee
empowerment
![Page 22: Ibat B2C Content Marketing Programmesv1 8](https://reader034.fdocuments.in/reader034/viewer/2022051012/54591168b1af9f40378b53c8/html5/thumbnails/22.jpg)
Dell Case Study