ubs branded content dag 3 14 april 2016
TRANSCRIPT
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In samenwerking met:
Branded Content Marketing
Dag 3: Branded content insights & developments (college 5 en 6) 14 april 2016, trainer: Paul Hassels Mönning MSc
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In samenwerking met:
Programma 14 april Dag 3: do 14 april – van 15.00 tot 21.30 uur - Locatie Utrecht Business School Branded content insights & developments (college 5 en 6) Tijdens deze dag leert u onder andere waar groeikansen liggen voor merken en welke uitgeversprincipes toepasbaar zijn voor merken. U krijgt inzicht in de psychologische werking van branded content en leert hoe u hiermee uw voordeel kunt doen. Er wordt aandacht gegeven aan succesvolle cases en uitgelegd welke resultaten er bereikt zijn en hoe er tot bepaalde keuzen gekomen is. U leert verder hoe u tot een gefundeerde keuze kunt komen voor een branded content format en hoe u hiermee in de praktijk een engaging community van kunt maken, passend bij de waarden van de organisatie en inspelend op behoeften van consumenten.
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In samenwerking met:
Aangenaam… 47
Sinds 1993: marke2ng, sales, IT marke2ng directeur Fujitsu NL
eigenaar DutchmarQ | trainer | auteur
Gras groeit niet harder als je eraan trekt…
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In samenwerking met:
Deelnemers § Marc Nelissen - Mix Press § Niek Willem Oskam - Webo § Wendy van Wijk - Nierstichting § Marieke Leijnen - qContent § Worhu Hsu - VSM § Floor Crijns - Voetbal International § Bauke van den Berg - Qontent Matters
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In samenwerking met:
Dagindeling dag 3: 14 april § 15.00 uur – 15.45 uur: de klant of prospect als startpunt § 15.45 uur – 16.30 uur: business doelstellingen § Break § 16.45 uur – 17.30 uur: psychologie bij branded, distinctive content
§ Diner
§ 18.30 uur – 19.15 uur: media: owned, paid earned § 19.15 uur – 20.00 uur: de interne organisatie § Break § 20.00 uur – 21.00 uur: opdracht, terugkoppeling & vragen
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In samenwerking met:
Herkenbare vraag? § Jij (en liefst ook je collega’s) wilt graag met een
(integrale) contentstrategie/contentmarketing aan de slag.
§ Deze training richt zich op de kerndoelstelling: CM ter versterking van het merk, de positionering en reputatie van de organisatie, met optimale ondersteuning van de gestelde business ambities
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In samenwerking met:
5 ontwikkelingen
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In samenwerking met:
“here’s the point of differentiation from more traditional forms of marketing and advertising: It isn’t push marketing, in which messages are sprayed out at groups of customers. Rather, it’s a pull strategy—it’s the marketing of attraction. It’s being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information.”
- Rebecca Lieb - Altimeter Group
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In samenwerking met:
B2B sales: nog harder duwen?
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In samenwerking met:
Top frustraties
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In samenwerking met:
Leaky B2B funnel
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In samenwerking met:
Branded vs non-branded § Branded websites/platforms voor:
– Bewuste en loyale kopers – Fans, superpromotors
§ Non-branded websites/platforms voor: – Niet-‐klanten, – Onbewuste kopers – Non-‐fans
§ Wat kies je in je contentstrategie? – Hoe groot is de groep met fans en bewuste kopers tov de niet-‐klanten en onbewuste kopers?
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In samenwerking met:
Succesvol met content?
“Less than 30% of buyers find vendor marketing and content trustworthy” 2014 BMA/ Business Marketing Association Research
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In samenwerking met:
Lippendienst
“While 81% of financial marketers believe content marketing will become more important, only 41% have a strategy”. The Financial Content Marketing Survey 2014
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In samenwerking met:
Content: plan overbodig?
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In samenwerking met:
Content: plan overbodig?
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In samenwerking met:
Content Marketing Framework § Klantbehoeften § Bedrijfsdoelen § Media § Interne organisatie § Effectieve content
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In samenwerking met:
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In samenwerking met:
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In samenwerking met:
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In samenwerking met:
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In samenwerking met:
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In samenwerking met:
Personas: ‘goal directed’ § “What are people thinking?” § “What goals are they accomplishing?”
§ How can CM help people to accomplish their goals?
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In samenwerking met:
Persona
Source: hCp://www.buyerpersonainsights.com
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In samenwerking met:
Source: hubspot.com
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In samenwerking met:
Source: hubspot.com
Persona & customer journey
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In samenwerking met:
Personas: meer dan checklist § Hoeveel personas hebben jullie nu? § Hoe zien jullie personas er nu uit? § B2B: niet per se de beslisser is primaire persona § Zie een persona als narrative, of overdraagbaar verhaal
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In samenwerking met:
De customer journey verandert
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In samenwerking met:
De customer journey verandert
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In samenwerking met:
‘De’ customer journey bestaat niet
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In samenwerking met:
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In samenwerking met:
Key Buying Path Scenario
Who Goals
Mental models Behavior
Context InteracKons
Future
Moeder op zoek naar
info hypotheek
Belt locale bank
HeeM gesprek
Stuurt extra info iom thuis
Checkt status Besluit j/n
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In samenwerking met:
Dakkapel: extra hypotheek? Moeder op zoek naar
info hypotheek
HeeM gesprek
Stuurt extra info iom thuis
Checkt status Besluit j/n
“Na veel pogingen afspraak kunnen maken”
“Aardige man, maar wist niet
alle antwoorden”
“Niets meer gehoord van de
bank, zelf contact
opgenomen, dossier zoek,
aardige man uit dienst”
“Laat die dakkapel ook maar, we
hebben het al druk zat.”
Belt locale bank
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In samenwerking met:
Key Buying Path Scenario
Who Goals
Mental models Behavior
Context InteracKons
Future
ZP’er op zoek naar info
ondernemen
Checkt internet, vraagt Kps netwerk
Krijgt Kps over top 3 plaXorms
Bezoekt portals eg IkGaStarten
Review op social proof
Lid/ subscriber
j/n
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In samenwerking met:
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In samenwerking met:
Effectiviteit Ik ga starten § Gemiddeld aantal gebruikers per maand: >180.000 § Organisch/SEO: >140.000 § Nieuwsbrief: >55.000 abonnees § Social: 2.985 (LinkedIn), 5.510 (Facebook), 6.050
(Twitter)
§ Overige informatie (en toegenomen conversie naar Rabobank): http://www.eguide.nl/case/ikgastarten-2015
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In samenwerking met:
Business services: Barclays
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In samenwerking met:
Business services: Barclays
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In samenwerking met:
User centric: goals
Jan de Vries, 43 jaar, woont in Arnhem, IT directeur Ingenieursburo PLANTEON, gescheiden, 1 zoon van 14, hobby: zeilen.
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In samenwerking met:
User centric: goal-driven § End goals: bijv IT productivity, TCO § Experience goals: bijv gebruiksgemak § Life goals: work/life balans, erkenning van vakgenoten,
woonlasten bescheiden ivm dure hobby (zeilen)
Jan de Vries, IT directeur Ingenieursburo PLANTEON
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In samenwerking met:
Case: Pennymac § “PennyMac Loan Services, LLC, is a U.S. residential
mortgage company that was founded in 2008 to help distressed borrowers stay in their homes. It has since grown into one of the ten largest mortgage originators in the US. It is the principal mortgage banking subsidiary of PennyMac Financial Services, Inc.”
§ 4X stijging in leads jaar-op-jaar, 200% stijging in web traffic jaar-op-jaar (yoy)
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In samenwerking met:
Pennymac blog
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In samenwerking met:
Pennymac op YouTube
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In samenwerking met:
‘Hypotheek’
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In samenwerking met:
‘Huis kopen’
#9
#6
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In samenwerking met:
‘Huis kopen of huren’
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In samenwerking met:
User centric: woonbehoefte
Learning Research Evaluation Decision ImplementQuestionsAnswersTopicsContent;Preference
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In samenwerking met:
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In samenwerking met:
Diagnose (funnel, notk) § Suspects (market, TBD) § X marketing leads
– # visits per maand – # responses / Top-‐of-‐Funnel leads TBD
§ Y sales leads § Z orders (notk) § Extra-sales: retentie/ upsell/ cross-sell § Ambassadeurs (‘customer delight’)
Grootste prioriteit in jullie business?
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In samenwerking met:
Verkoop- vs koopproces
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In samenwerking met:
Doelen, KPIs (voorbeeld)
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In samenwerking met:
Pearse Trust (Ireland) § Pearse Trust provides corporate compliance and tax
planning services to an international client base of accounting firms, banks, legal firms, and public and private sector organizations.
§ Pearse Trust had no way to generate leads online. Their website was difficult to manage and required outsourcing small changes, a process that took both time and money away from their marketing resources.
§ Results: 13X increase in web traffic, 30% conversion rate achieved on landing pages
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In samenwerking met:
Pearse Trust
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In samenwerking met:
Van niet meten naar weten
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In samenwerking met:
Break
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In samenwerking met:
Dagindeling dag 3: 14 april § 15.00 uur – 15.45 uur: de klant of prospect als startpunt § 15.45 uur – 16.30 uur: business doelstellingen § Break § 16.45 uur – 17.30 uur: psychologie bij branded, distinctive content
§ Diner
§ 18.30 uur – 19.15 uur: media: owned, paid earned § 19.15 uur – 20.00 uur: de interne organisatie § Break § 20.00 uur – 21.00 uur: opdracht, terugkoppeling & vragen
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In samenwerking met:
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In samenwerking met:
Content: succesfactoren
Aandacht
EmoKe Tijd
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In samenwerking met:
Succesfactor: aandacht
Aandacht
Ik ben nieuws-‐ gierig!
Ik zoek soort-‐
genoten!
Inspireer of help mij!
Vermaak me!
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In samenwerking met:
Verkopen, of helpen te kopen? § “Onze doelstelling van vandaag is dat het antwoord op
de vraag van de (potentiële) klant in de resultaten in Google tevoorschijn komt.”
Inspireer of help mij!
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In samenwerking met:
Helpen te kopen?
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In samenwerking met:
Echte aandacht online: forum
Money Supermarket
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In samenwerking met:
Echte aandacht: renteperiode
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In samenwerking met:
Ik zoek soort-‐
genoten!
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In samenwerking met:
Ik zoek soort-‐
genoten!
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In samenwerking met:
Free consulting: credits
Ik ben nieuws-‐ gierig!
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In samenwerking met:
(B2B) klant heeft ook humor
Vermaak me!
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In samenwerking met:
(B2B) klant heeft ook humor…
Vermaak me!
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In samenwerking met:
Humor in financiële sector…
Supertrader John Paulson: hCps://mahifx.com/john-‐paulson/
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In samenwerking met:
Engage me!
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In samenwerking met:
Engage me!
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In samenwerking met:
Speel in op mijn vragen!
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In samenwerking met:
Succesfactoren
Aandacht
EmoKe Tijd
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In samenwerking met:
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In samenwerking met:
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In samenwerking met:
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In samenwerking met:
Twee opties
ü Economist.com $59 ü Print & web $125
Drie opties ü Economist.com $59 ü Print only $125 ü Print & web $125
68%
32%
16%
84%
0%
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In samenwerking met:
B2B / B2C branded content
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In samenwerking met:
Branded content & engagement § http://klmf.ly/1PVJdo7
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In samenwerking met:
Verkopen aan de bovenkamer
Nu! €50
€80 over 3
maanden
Wek interesse
Prikkel gevoel van beloning
Speel in op pijn €
!!
BOINK Bank ü Argument 1 ü Argument 2 ü Argument 3
Mis ‘m niet…
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In samenwerking met:
Verkopen aan de bovenkamer § Autoriteit § Reciprociteit § Schaarste § Sympathie § Consistentie § Consensus
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In samenwerking met:
Autoriteit
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In samenwerking met:
Sociale bewijskracht
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In samenwerking met:
Succesfactoren
Aandacht
EmoKe Tijd
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In samenwerking met:
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In samenwerking met:
Timing: marketing Deze info heb ik eerder gedownload
Nu sta ik hiervoor open
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In samenwerking met:
Timing: lead echt warm?
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In samenwerking met:
Snelheid loont
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In samenwerking met:
Break
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In samenwerking met:
Dagindeling dag 3: 14 april § 15.00 uur – 15.45 uur: de klant of prospect als startpunt § 15.45 uur – 16.30 uur: business doelstellingen § Break § 16.45 uur – 17.30 uur: psychologie bij branded, distinctive content
§ Diner
§ 18.30 uur – 19.15 uur: media: owned, paid earned § 19.15 uur – 20.00 uur: de interne organisatie & ruimte voor discussie § Break § 20.00 uur – 21.00 uur: opdracht, terugkoppeling & vragen
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In samenwerking met:
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In samenwerking met:
Welk kanaal cq content werkt?
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In samenwerking met:
SEA/SEO
ZOEKMACHINES
ZOEKMACHINES WHITEPAPERS
BLOGS
MOND-‐TOT-‐MOND
DEMO
WEBINARS DIRECT MAIL
WEBSITE/ EMAIL LEVERANCIER SOCIAL MEDIA
4
ADVIESGESPREK
OFFLINE EVENT
LINKEDIN COMMUNITIES
ADVIESGESPREK
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In samenwerking met:
Inzicht in de tijd
Bezoeken per kanaal, leads per kanaal, bezoekers-‐naar-‐leads raKo, leads-‐naar-‐contract raKo
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In samenwerking met:
Analytics
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In samenwerking met:
Fish where the fish are
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In samenwerking met:
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In samenwerking met:
Content Organisatie
DEMAND
‘REGIE’
SUPPLY
‘OPERATIONS’
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In samenwerking met: 18-‐04-‐16
Content Organisatie: Make/Buy
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In samenwerking met: 18-‐04-‐16
Ontwikkeling & integratie
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In samenwerking met:
Content Organisatie
Bron: B2B Content MarkeKng (Bob Oord)
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In samenwerking met:
Key rollen § Chief Content Officer
– Content markeKng strategie, vertalen missie/ strategie naar corporate stories, maken van strategische keuzes (concept, content, kanalen), definieren en sturen op KPIs, ontwikkeling contentmarkeKngteam, borgen technologische infrastructuur
§ Managing editor / eindredacteur § Audience Manager
– Monitoren en aanscherpen van doelgroepen, DMUs en buyer persona’s
§ Content creatie team § Content curator
– focus op binnenhalen/ hergebruiken externe content) § Content syndicator
– zoveel mogelijk delen van eigen content op kanalen van derden)
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In samenwerking met:
Content organisatie § Planning & (content) marketing operations
Welke voordelen heeM deze content kalender? En welke beperkingen?
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In samenwerking met:
Meer resources in 2016?
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In samenwerking met:
Welke resources ingezet?
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In samenwerking met:
Hoe doe ik het t.o.v. anderen?
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In samenwerking met:
Content marketing: king?
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In samenwerking met:
Hoe doe ik tov anderen?
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In samenwerking met:
Hoe doe ik tov anderen?
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In samenwerking met:
Moet ik meer content maken?
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In samenwerking met:
Meer of slimmer?
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In samenwerking met:
Welke content formats?
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In samenwerking met:
Waarin investeren?
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In samenwerking met:
Break
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In samenwerking met:
Dagindeling dag 3: 14 april § 15.00 uur – 15.45 uur: de klant of prospect als startpunt § 15.45 uur – 16.30 uur: business doelstellingen § Break § 16.45 uur – 17.30 uur: psychologie bij branded, distinctive content
§ Diner
§ 18.30 uur – 19.15 uur: media: owned, paid earned § 19.15 uur – 20.00 uur: de interne organisatie & ruimte voor discussie § Break § 20.00 uur – 21.00 uur: opdracht, terugkoppeling & vragen
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In samenwerking met:
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In samenwerking met:
Opdracht § Werk een contentmarketing strategie uit volgens de
gestelde kaders van het Content Marketing Framework. Hanteer de elementen van het CM framework als leidraad bij de totstandkoming van een contentmarketingstrategie voor dit onderwerp.
§ Gebruik een bedrijf uit de eigen groep of als alternatief hanteer “Philips HUE verlichting”
§ Elke groep werkt aan dezelfde opdracht. Aansluitend presenteert 1 persoon van elke werkgroep hun bevindingen en uitkomsten.
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In samenwerking met:
Content ter inspiratie § Content Marketing Institute / CMI § Sirius Decisions blog § Leesvoer in nieuwe (content) marketing & sales § Boek Brainbound Marketing, nieuwe online
verkoopstrategieën in B2B: http://bit.ly/brainbound
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In samenwerking met:
Keep in touch!
Paul Hassels Mönning [email protected] +31 6 573 22222 @phasselsmonning
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www.dutchmarq.nl [email protected] Twitter: @phasselsmonning / @dutchmarq [email protected] +31 34 34 209 31 PO Box 26 3940 AA Doorn | Netherlands Sitiopark 13 3941 PP Doorn | Netherlands
Contact