content marketing case study - birddog
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B2B Case Study
CreatingEmotional Brand
Resonance
Scot McKee, Managing Director, BirddogJune. 2012
www.birddog.co.uk
@scotmckee
Introduction
Territory for Today
The Background
A B2B Marketing Case StudyContent Marketing FocusUsing Social MediaAnd Community ManagementTo Create Emotional Brand Resonance
The Request
A story about a ball of string(Actually, it’s a ‘fiber’)And a loaf of bread
The Presentation
The loaf introduces the client (you’ve never heard of)
The Presentation
And their products(you use every day)
The Presentation
• ‘Bright Science. Brighter Living.’
• Life Sciences & Materials Sciences
• Provide ingredients for health & nutrition
• Sustainable, healthier, nutritious,
better performing products
• WW Revenues € 9.0 bn /22,000 Employees
The Client - DSM
E.g. The world’s largest mfr. of enzymes used in almost every baking product. Who knew…?
The Client
Huge reach across extensive value chainsBut, ingredient brands are ‘invisible’
The Challenge
The Product
It looks like a ball of stringBut looks can be deceptive…
The Product
‘
‘The world’s strongest fiber’15 x stronger than steel weight for weight
The Product
B2B brands no longer have a single customer
Dyneema®
Customers (plural) stretch across value chains
Dyneema®
Objective: harness emotional response to the function, and attach it to the Dyneema® brand
Dyneema®
Every engagement provides opportunity to reinforce the Dyneema® brand
Dyneema®
Not just to the individual customer,but across their connected networks and communities
Dyneema®
The power of one Becomes the power of many
Dyneema®
Hub & Spoke Strategy
Content Strategy
Earn interest instead of buying it
Content Strategy
Building relationships instead of ‘selling’
Audience Personas
The audience was… a challengeSo we had to look wider, deeper
Creative Platform®
After…
Creative Platform®
In a connected world, your brand is the community hub
Know your audience
You no longer just sell a product to a buyerYou engage connected communities
Know your audience
Your content:
Creates conversationFacilitates discussionEnables connectionsExtends networksLeads opinion
Know your audience
There are the customers you ‘know’
Know your audience
There are the customers you ‘know about’
Know your audience
And then… …there are ‘the crazies’
Know your audience
Here’s a typical exampleThe ‘Turnerminator’
Know your audience
We know quite a lot about the Turnerminator
Know your audience
Mainly, we know he likes hammocks
Know your audience
(Yes, there really is a hammock forum…)
Know your audience
You can tell he’s crazy because he has a knife
Know your audience
And he goes to places like this…
Know your audience
…just for fun
Know your audience
This is where he sleeps (yes, in a hammock)
Know your audience
This is where he cooks and the crap he eats
Know your audience
These are his crazy friends
Know your audience
And do you know what he loves?
What he really, really *loves*…?
Know your audience
What he loves more than his knife…?
Know your audience
What he loves more than screwing holes in ice?
Know your audience
And possibly even more than scaring children?
Know your audience
He loves Dyneema®
Know your audience
He loved the lightweight strength of Dyneema®
So he carried a roll on his trip…
Know your audience
And turned it into a sled to haul his pack
Know your audience
How do I know all this?
Know your audience
Because he told the world, online
From that (and other stories) we learned that customer needs would drive business content
Know your audience
If we could engage the communities
Know your audience
And provide relevant content
Know your audience
We could connect them to the Dyneema® brand
Know your audience
The Strategy – A Cunning Plan…
The Dyneema Story
Before we started….
Dyneema360.com
Dyneema360.com
Where we ended up
Dyneema360.com
Dyneema360.com
Dyneema360.com
Dyneema360.com
Dyneema360.com
Dyneema360.com
Content
What are we doing?
Content: Sustainable Blogging
What is it?A blog article written on sustainable fisheries in Scotland.
Content: Sustainable Blogging
What’s the connection?Dyneema® fiber is used to make these particular fishing nets.
Content: Sustainable Blogging
Why did we do it?Engage the online fishing community Position Dyneema® as a sustainable brand
Content: Heart Pounding Video
What is it?A video capturing the struggle endured by the Puma Sailing team as they compete in a 9 month race around the world
Content: Heart Pounding Video
What’s the connection?The ropes used by the Puma Sailing team are made using Dyneema® fiber
Content: Heart Pounding Video
Why did we do it?Engage the online sailing communityPosition Dyneema® as an action & adventure brand
Content: Interesting Infographic
What is it?An infographic highlighting rock climbing facts, with a focus on safety and risks
Content: Interesting Infographic
What’s the connection?Dyneema® fiber is used to make high-performance rock climbing rope and slings
Content: Interesting Infographic
Why did we do it?Engage with the online rock climbing communityPosition Dyneema® as a safety brand
Content: Well Timed Image
What is it?An image shared on May 22nd
National Maritime Day in America
Content: Well Timed Image
What’s the connection?Giant ropes made using Dyneema® fiber are used in almost every aspect of the maritime industry
Content: Well Timed Image
Why did we do it?Engage with the online maritime community Position Dyneema® as a maritime brand
Content: Innovation Interview
What is it?A two part interview with the inventor of the Hungarian ‘Stringbike’
Content: Innovative Interview
What’s the connection?String made with Dyneema® fiber is used to power the bike’s driveshaft
Content: Innovative Interview
Why did we do it?Highlight creative new uses of the fiber Position Dyneema® as an innovative brand
Multi Platform Sharing
The web is huge
Multi Platform Sharing
We are tiny
Multi Platform Sharing
To be heard around the world, we share our content on multiple relevant platforms
Multi Platform Sharing
All of the content we create lives on the HUB.
Multi Platform Sharing
Blog articles and interviews are shared via Facebook and Twitter, along with other content
Multi Platform Sharing
Videos are shared via Facebook, Twitter and YouTube
Multi Platform Sharing
Images and infographics are shared via Facebook, Twitter, Pinterest, Visual.ly and other infographic aggregator sites
Multi Platform Sharing
Bam! Our voice is heard around the world
Brand Monitoring
So what does it all mean for the almighty ROE…?
Results
Well, here’s how we did at launch.
Results
A bit better at the end of the first month…
121
Total Followers
7
Total Fans
Results
End of month two and we’re finding our stride...
303
Total Followers
91
Total Fans
144
End of the third month and we’re on fire
616
Total Followers
705
Total Fans
228
Results
Results
We are now into the 4th month of the campaign with no signs of slowing
Launch Month 1 Month 2 Month 30
100
200
300
400
500
600
700
800
TwitterFacebookYouTube
Results
We’re tracking customer advocacyWe’re measuring community sentimentWe’re monitoring competitive performance
And we’re making lots of new friends…
Results
Dominic loves fishing with Dyneema® and even did his school project on DSM Dyneema!
Results
Pete is a member of a hiking forum where he shared pictures of his latest trek, using a Dyneema® sled
Pete Teepee
BushcraftUK
Peterborough, UK
“I love the stuff and its made its way into half my gear! It’s a modern marvel.”
Pete made a toboggan with Dyneema®
Results
Mike and Rebecca left everything behind to live out their dream on a boat, kitted with Dyneema® rope.
The communities are engaging with us……And their networks
We’re engaging with them……And their networks
And it’s all about…
Results
Creating Emotional Brand Resonance
And the content keeps on coming…
Thank you (and be social…)
Scot McKee
http://www.birddog.co.uk
http://www.slideshare.net/birddogb2b http://www.youtube.com/user/BirddogB2B
https://twitter.com/#!/BirddogB2B
https://twitter.com/#!/scotmckee
http://is.gd/mckeebooks
Further Resources
© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk /
change@birddog.co.uk
Change Happens
Scot McKee, Managing Director @scotmckee
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