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Content + SocialIt’s what’s inside that countsBaron ManettAriad Communications@bstat@ariadcomm
@bstatHEY CONTENTMARKETEER….ARE YOU LOST!?                          2
@bstat1900          1951       1904                            1986                     20102013                          ...
@bstat         4
@bstat         5
@bstat#1Demonstrate how to engagewith the brand.                                     6
@bstat#2Provide real value toyour customers’ lives.                                  7
@bstatCONTENT   ≠ COPY                        8
@bstatCONTENT   ≠ MESSAGING                           9
@bstatCONTENT   ≠ MEDIA                         10
@bstatSORRY, BUT...WE CAN’T BORE,MANIPULATE, OR BUY OURWAY TO INTO OURAUDIENCES’ LIVES                              11
@bstatCONTENT IS...THE ESSENCE ANDTHE SUBSTANCE OFYOUR BRAND’SCONVERSATIONWITH YOUR AUDIENCE.                             ...
@bstatCONTENT + SOCIAL                            13
@bstat“The path we offer may be harder,  but it leads to a better place.”                                       14
@bstatCUSTOMER JOURNEY MAPPING                              15
@bstatWhy the customer journey?• Customer experience matters like never before.• More complex: multichannel, multi-device,...
@bstatLet’s consider… First timehomebuyers                                      17
@bstat#   1 Map your current   2 Insights from                         #      understanding.         the front line.#   3 ...
@bstatFirst time homebuyers                                                 ClosesVisits web              Attracted       ...
@bstat#   1 Map your current   2 Insights from                         #      understanding.         the front line.#   3 ...
@bstatFirst time homebuyers                                                 ClosesVisits web              Attracted       ...
@bstat#   1 Map your current   2 Insights from                         #      understanding.         the front line.#   3 ...
@bstat        First time homebuyers                                                                     Closes            ...
@bstat#   1 Map your current   2 Insights from                         #      understanding.         the front line.#   3 ...
@bstat        First time homebuyers                                                                     Closes            ...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                       REQUEST   EDUCA...
@bstat#   1 Map your current   2 Insights from                         #      understanding.         the front line.#   3 ...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                       REQUEST   EDUCA...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                       REQUEST   EDUCA...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                       REQUEST   EDUCA...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                       REQUEST   EDUCA...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                       REQUEST   EDUCA...
@bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER          START                        REQUEST   EDUC...
@bstat#   1 Map your current   2 Insights from                         #      understanding.         the front line.#   3 ...
@bstatFirst time homebuyersOur young customers are on a home buying journey, starting out    fearful and knowing little ab...
@bstatFirst time homebuyers                 Our Content Strategy         Our brand will engage with first time homebuyers ...
@bstatTools for planning +implementation• Content audits• Content ecosystem• Editorial platform• Content planning document...
@bstat       First time homebuyers                                                                  BRAND                 ...
@bstatIt all comes together...                                    39
@bstatTHE HOLY GRAILIS THE RIGHT CONTENTIN THE RIGHT PLACEAT THE RIGHT TIME                            40
@bstatFirst time homebuyers                                 41
@bstat         42
@bstatCommonwealth Bank’s results  In the first 24 weeks1                                         In the first year2      ...
@bstatLet’s change our mindset     OUT                   IN     COPY             CONTENT  CAMPAIGNS          PROGRAMS    L...
@bstat“The path we offer may be harder,  but it leads to a better place.”                                       45
Thank you.ariad.ca/ideasariad.ca@ariadcommBaron Manett, SVP, AriadCommunicationsbmanett@ariad.ca@bstat
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Content + Social. It’s what’s inside that counts - Presented by Baron Manett, Ariad Communications

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Content + Social. It’s what’s inside that counts - Presented by Baron Manett, Ariad Communications

  1. 1. Content + SocialIt’s what’s inside that countsBaron ManettAriad Communications@bstat@ariadcomm
  2. 2. @bstatHEY CONTENTMARKETEER….ARE YOU LOST!? 2
  3. 3. @bstat1900 1951 1904 1986 20102013 3
  4. 4. @bstat 4
  5. 5. @bstat 5
  6. 6. @bstat#1Demonstrate how to engagewith the brand. 6
  7. 7. @bstat#2Provide real value toyour customers’ lives. 7
  8. 8. @bstatCONTENT ≠ COPY 8
  9. 9. @bstatCONTENT ≠ MESSAGING 9
  10. 10. @bstatCONTENT ≠ MEDIA 10
  11. 11. @bstatSORRY, BUT...WE CAN’T BORE,MANIPULATE, OR BUY OURWAY TO INTO OURAUDIENCES’ LIVES 11
  12. 12. @bstatCONTENT IS...THE ESSENCE ANDTHE SUBSTANCE OFYOUR BRAND’SCONVERSATIONWITH YOUR AUDIENCE. 12
  13. 13. @bstatCONTENT + SOCIAL 13
  14. 14. @bstat“The path we offer may be harder, but it leads to a better place.” 14
  15. 15. @bstatCUSTOMER JOURNEY MAPPING 15
  16. 16. @bstatWhy the customer journey?• Customer experience matters like never before.• More complex: multichannel, multi-device, mobile.• Consumers are demanding more bespoke, personalized and social interactions.• Forces us to create content that truly serves customers’ needs. 16
  17. 17. @bstatLet’s consider… First timehomebuyers 17
  18. 18. @bstat# 1 Map your current 2 Insights from # understanding. the front line.# 3 Add customer 4 Map multi- # research. channel journey.# 5 Identify content 6 Content # opportunities strategy, plan, execution. 18
  19. 19. @bstatFirst time homebuyers ClosesVisits web Attracted mortgage site for Gets pre- Buys to rate based onrates and approved. house. or offer. approvedcalculator. rate. 19
  20. 20. @bstat# 1 Map your current 2 Insights from # understanding. the front line.# 3 Add customer 4 Map multi- # research. channel journey.# 5 Identify content 6 Content # opportunities strategy, plan, execution. 20
  21. 21. @bstatFirst time homebuyers ClosesVisits web Attracted mortgage site for Gets pre- Buys to rate based onrates and approved. house. or offer. approvedcalculator. rate. 21
  22. 22. @bstat# 1 Map your current 2 Insights from # understanding. the front line.# 3 Add customer 4 Map multi- # research. channel journey.# 5 Identify content 6 Content # opportunities strategy, plan, execution. 22
  23. 23. @bstat First time homebuyers Closes Visits web Attracted mortgage site for Gets pre- Buys to rate or based on rates and approved. house. offer. approved calculator. rate.*for illustration purposes only 23
  24. 24. @bstat# 1 Map your current 2 Insights from # understanding. the front line.# 3 Add customer 4 Map multi- # research. channel journey.# 5 Identify content 6 Content # opportunities strategy, plan, execution. 24
  25. 25. @bstat First time homebuyers Closes Visits web Attracted mortgage site for Gets pre- Buys to rate or based on rates and approved. house. offer. approved calculator. rate.*for illustration purposes only 25
  26. 26. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH OUT OF HOME WEB SITEREALTOR OFFICE AT HOME 26
  27. 27. @bstat# 1 Map your current 2 Insights from # understanding. the front line.# 3 Add customer 4 Map multi- # research. channel journey.# 5 Identify content 6 Content # opportunities strategy, plan, execution. 27
  28. 28. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH OUT OF HOME WEB SITEREALTOR OFFICE AT HOME 28
  29. 29. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH OUT OF HOME WEB SITEREALTOR OFFICE AT HOME 29
  30. 30. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH OUT OF HOME What is the opportunity for WEB content here? SITE Information and advice about financing options, includingREALTOR OFFICE calculators. AT HOME 30
  31. 31. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH What is the opportunity for content here? OUT OF Information and advice about HOME financing options, including calculators. WEB SITE What’s different?REALTOR Buyers are more confident, have OFFICE a specific house in mind, are less concerned about rate, are out AT of home often but are mobile HOME savvy, and may buy soon. 31
  32. 32. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH What is the opportunity for content here? OUT OF Information and advice about HOME financing options, including calculators. WEB SITE What’s different?REALTOR Buyers are more confident, have OFFICE a specific house in mind, are less concerned about rate, are out AT of home often but are mobile HOME savvy, and may buy soon. 32
  33. 33. @bstatFirst time homebuyersCUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER START REQUEST EDUCATE FIND CLOSE GET PRE HOME EVALUATE BUY HOME HIGHER RE HOME DREAM MORT- APPROV. SEARCH OPTIONS HOUSE SEARCH AMOUNT BUYING HOUSE GAGE INBRANCH ?? ?? ?? OUT OF HOME ?? WEB SITE ?? ??REALTOR ?? OFFICE AT ?? HOME ?? 33
  34. 34. @bstat# 1 Map your current 2 Insights from # understanding. the front line.# 3 Add customer 4 Map multi- # research. channel journey.# 5 Identify content 6 Content # opportunities strategy, plan, execution. 34
  35. 35. @bstatFirst time homebuyersOur young customers are on a home buying journey, starting out fearful and knowing little about real estate or home financing. As they shop for a home and get pre-approved they grow in knowledge and confidence and their needs for information and advice move from the general to the specific – “does my income, with this mortgage, allow me to buy this home?During this journey, they are frequently on the move, dealing with different professionals and interacting both online and offline. In the end, the mortgage that has the right features (not the lowest rate) will win them over. 35
  36. 36. @bstatFirst time homebuyers Our Content Strategy Our brand will engage with first time homebuyers by providing them with a comprehensive source of information and advice on all aspects of home buying – integrating real estate information with financing education. To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app. They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process. 36
  37. 37. @bstatTools for planning +implementation• Content audits• Content ecosystem• Editorial platform• Content planning documents• Site map and wireframe recommendations• Taxonomy and metadata• SEO recommendations• Governance models• Social community policy and guidelines• Community moderation plans 37
  38. 38. @bstat First time homebuyers BRAND essence personality voice MARKETING SOCIAL EDITORIAL COPY CONTENTTYPE OF CONTENT educate persuade empower to action to action to action ONLINE PRINT ONLINE PRINT ONLINE profilesDISPLAY CHANNEL newsletter e-newsletter collateral web copy postings guides web articles forums ANNUAL ANALYTICS CURATION COMMUNIT EDITORIAL ONLINEGOVERNANCE & EDITORIAL EDITORIAL web, search, user flow, Y POLICIES SYTLE GUIDE STANDARDSIMPLEMENTATION PLATFORM CALENDAR social search, nurture contributors recos paths bloggers FEEDS AGGREGATORS DOCUMENT CONTENT CONTENT DYNAMIC SOCIALTECHNOLOGY 3RD PARTY DATABASE DATABASE MANAGEMENT CONTENT PLATFORMSENABLERS SERVICES (output) (input) SYSTEM TECHNOLOGY 38
  39. 39. @bstatIt all comes together... 39
  40. 40. @bstatTHE HOLY GRAILIS THE RIGHT CONTENTIN THE RIGHT PLACEAT THE RIGHT TIME 40
  41. 41. @bstatFirst time homebuyers 41
  42. 42. @bstat 42
  43. 43. @bstatCommonwealth Bank’s results In the first 24 weeks1 In the first year2 117,000 212,000 app downloads app downloads 450,000 user sessions 1.2 million 1% of total mortgage property searches origination comes from the app marketing ROI = 109% 2 1. Ikon Communications, Apr 2011; 2. Forrester Research, Nov 2011 43
  44. 44. @bstatLet’s change our mindset OUT IN COPY CONTENT CAMPAIGNS PROGRAMS LAUNCH LONGEVITY MESSAGING ENGAGEMENT REPURPOSE NIMBLE CHANNELS JOURNEYS COMMODITY ASSET 44
  45. 45. @bstat“The path we offer may be harder, but it leads to a better place.” 45
  46. 46. Thank you.ariad.ca/ideasariad.ca@ariadcommBaron Manett, SVP, AriadCommunicationsbmanett@ariad.ca@bstat

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