Sak van den Boom - Customer Media Council Netherlands 1

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1 Netherlands 1

2 What are we talking about? The most effective tools for marketeers Netherlands 2

3 Agenda Introduction 4 casestudies Conclusions Netherlands 3

4 Content is king Marketing of content is king Netherlands 4

5 Content marketing 2012 Netherlands 5

6 Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Netherlands 6

7 How many content formats are you using? Most marketeers are using over 40 different content formats. (Joe Pulizzi) Netherlands 7

8 The top 10 include Blog Enewsletter White Paper Article ebook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Netherlands 8

9 KLM Ifly magazine Netherlands 9

10 KLM ifly magazine Netherlands 10

11 Before, during & in between flights Netherlands 11

12 KLM Media Mapping Netherlands 12

13 Ifly magazine Netherlands 13

14 Database drive proces It s a database driven process All orientation and click behavior is registered It is used to personalise parts of the magazine It is used to personalize the next issues It is used for (commercial) follow-ups Netherlands 14

15 Over 10 % of de clients reads the magazine Over new adresses are gained Conversion into flights is growing Netherlands 15

16 Netherlands 16

17 Netherlands 17

18 Phonak s vision A world Where the sense of hearing is cherished and protected Where the topic of hearing is of greater importance Where wearing a hearing system is no longer a taboo Where people are aware of listening Where having hearing loss is no longer a handicap Netherlands 18

19 Hear the world platforms Netherlands 19

20 Netherlands 20

21 Hear the world Netherlands 21

22 External target audiences Netherlands 22

23 Ambassadors Netherlands 23

24 Hear the world Magazine Netherlands 24

25 Street activities Netherlands 25

26 Events - exhibition Netherlands 26

27 Social Media Netherlands 27

28 Free Publicity Netherlands 28

29 Awareness campaign Netherlands 29

30 Achievements Website contacts: average 30 k a month Social Media PR Contacts: till 2012 Awards: 18 national and international Ambassadors: over 53 internationals stars supporting the case Netherlands 30

31 Netherlands 31

32 Dutch Railway Magazine Netherlands 32

33 Marketing goals Strengthen client value Enlarge loyalty Stimulate travelling by train Netherlands 33

34 Strategy Netherlands 34

35 Achievements 75 % use the train 15 % of coupons are used P.P. 2 extra train trips a year Positive attitude against NS Netherlands 35

36 Netherlands 36

37 Allerhande Netherlands 37

38 Allerhande Netherlands 38

39 Cross media platform Twitter Content & interaction platform Bonus Appi Ipad app Ah.nl Availability at all channels Activation platform AH nieuwsbrief Receptkaarten Winkelpresentatie Print ALLERHANDE CONTENT Online (Digitale) winkel commu-nicatie Youtube kanaal Kookboeken Kerst voorproef evenement Nationale Thuiskoks competitie Netherlands 39 39

40 Netherlands 40

41 Yunomi Netherlands 41

42 Over members in the Netherlands Netherlands 42

43 Netherlands 43

44 Content marketing strategy Cope! Create once publish everywhere. Create content across a variety of types of content that your audience uses. Think beyond just articles - use photographs and videos. Socialize your content. Optimize your content for search Offer related content Create an editorial calender Netherlands 44

45 The main question is of course How to set up, implement, and measure a successful content marketing program? Netherlands 45

46 How You have a big opportunity to follow a special course in content marketing Initiative of your content marketing association (SPF) National and international experts in content marketing New in Poland 10 weekends 160 hours of knowledge Starting oktober 2012 Netherlands 46

47 Netherlands 47

48 School of content marketing For: People who work in communication but need real experience, more knowledge and the possibility for networking Brand marketeers Communications managers Communication consultants Content managers Netherlands 48

49 The top 10 platform used in the VS Blog Enewsletter White Paper Article ebook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Netherlands 49

50 Blog Enewsletter White Paper Article ebook Case Study Testimonials Microblogging (i.e., Twitter) Webinar/Webcast Video Facebook storypage Customer focused community site Online news release Custom Social Network Custom Print Magazine Digital Magazine Video Blog E-Learning series Mobile apps Online media site Content platform Teleseminar Podcast Executive roundtable Industrial ranking system Book Print newsletter Virtual Tradeshow Company focused community site Comic book Facebook application Road show Audio book Screencast\ Widget Branded content tool/app Online game Infographic Online survey Discussion forum ipad app Multimedia Content Platform Netherlands 50

51 Tell me and I will forget, show me and I will remember, inspire me and I will get involved. Confusius Netherlands 51

52 Content is king Marketing of content is king Netherlands 52

53 THNX for any question Netherlands 53

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