What can’t I see?
POMP; Ljubljana, September 2015
Venture capital founding for content marketing
$ 1,097,847,416
since 2006
89 CM companies
* Source: Newscreed research sep...
Who am I ?
Half polish, editor, CM judge and speaker, diver, father, economist with an MBA…
Partner at PM, poslovni mediji...
CMI research B2C 2015
What goals do organizations follow?
1. Customer Retention/Loyalty
2. Engagement
3. Brand Awareness
4...
Rebecca Lieb
Business value of content strategy (execution)
1. Brand Health (growth, nurturing); attitude, conversation an...
30 min plan
3 Key points
1. What can’t I see
2. Big picture
3. Secret ingredients
1. What can’t I see
1. CASE
Škoda Slovenia
“Škoda Slovenia
vehicle sales”
What
competitors see
0
1500
3000
4500
6000
2008 2009 2010 2011 2012 2013 2014 2015
Sold veh...
“It is what we all can
see in traditional
media.“
Advertising
“Every touchpoint is
integrated part of lead
generation and loyalty
system”
What competitors
do not see
0
15000
30000
4500...
Channel activity visual data boards
Performance indicators on Škoda channels
TV / RADIO / OUTDOOR / PRINT
‣ Planned budget...
„Now we can exactly
plan our test drives
vehicles and prepare
documentation for
person who is coming
to our dealerships.“
...
Live activity
DASHBOARD
Eurotax lead sources
‣ Media type comparison
‣ Regional comparison
‣ Devices used
‣ Dealer listing...
Test Drives
DASHBOARD
Hot lead source
‣ Per dealer
‣ Comments
‣ Trend
‣ Car model
Active web
applications
DASHBOARD
Individual set up
‣ Monte Carlo campaign
‣ KPI’s for goals
‣ Trend
‣ Car model
Special off line
campaigns
DASHBOARD
Organizing and tracking
‣ VIP
‣ Multi-user
‣ Capacity monitoring
2. CASE
Adria Mobil
NON#RESPONSIVE#
#
#
#
Channels#
#Proprietary#CMS#
system#
Services#
Data/content#
Interna=onal#and#market#
independent#Con...
Market'specific'Adria'web'RESPONSIVE'sites'with'
country'subdomains'>'country.adriaAmobil.com'
'
'
'
'
Channels'
Centralise...
Executive
managers
DATABOARD
Helicopter view
‣ Market activity
‣ Benchmarks
‣ Trends (red zone)
Lead Generation
DATABOARD
Database management
‣ Contacts=gold
‣ Interest
‣ Hook comparison
Printed materials
effectiveness
DATABOARD
Smart QR codes
‣ Off line effect
‣ Model Interest (research)
‣ Campaigning
Contacts APP
Contacts management
‣ Sources
‣ Funnel stage
‣ History (1 person)
Newsletter APP
Segmented nurturing
‣ Integrated for easy to use
‣ Precise targeting
‣ Funnel stage templates
2. Big picture
Awareness:
Suspects
Understanding:
Prospects
Consideration:
Leads
Testing:
Opportunities
Purchase:
Sales
I do not have a d...
Awareness:
Suspects
Understanding:
Prospects
Consideration:
Leads
Testing:
Opportunities
Purchase:
Sales
We have to influe...
Customer journey
Crucial moments in discovery and research towards new Škoda
LOST SALE - Negative reviews
Word of
mouth
Te...
Customer journey
Crucial moments in discovery and research towards new Škoda
LOST SALE - Negative reviews
Word of
mouth
Te...
Customer journey
Crucial moments in discovery and research towards new Adria Mobil
LOST SALE - Negative reviews
Word of
mo...
Customer journey
Crucial moments in discovery and research towards new Adria Mobil
LOST SALE - Negative reviews
Word of
mo...
ŠKODA PM Activities: We solve communicative tasks for
Skoda with content marketing
CONTENT & MEDIA CREATION
Simply Clever ...
Adria Mobil PM Activities: We solve communicative tasks
for Adria Mobil with content marketing
CONTENT & MEDIA CREATION
In...
3. Secret ingredients
No free lunch
‣ Owned media-asset
‣ Combination
‣ Promote content
The only free
lunch left is
organic search.
#POMP2015
Content
‣ What is good content
‣ Targeted (segmentation)
‣ Actionable
Relationship
‣ Part of the team/details
‣ Faster decision making
‣ Partnership
Database
‣ Subscribers/readers quality
‣ Honest hooks
‣ Less leads, deeper insights
Databoards
‣ Not like husband promises
‣ Know what is working now
‣ Less is more
3.200 % ROI
CTA: Revija Kontekst
Primož Inkret, MBA
primoz.inkret@p-m.si
@pinkret
Thank you
[POMP FORUM 2015]KAKO UČINKOVITO UPRAVLJATI SVOJO KOMUNIKACIJSKO PODMORNICO, Primož Inkret
[POMP FORUM 2015]KAKO UČINKOVITO UPRAVLJATI SVOJO KOMUNIKACIJSKO PODMORNICO, Primož Inkret
of 44

[POMP FORUM 2015]KAKO UČINKOVITO UPRAVLJATI SVOJO KOMUNIKACIJSKO PODMORNICO, Primož Inkret

Vse o tem, česar pri vsebinskem marketingu ne vidite, a pomembno prispeva k njegovi učinkovitosti, in malo o tem, kar zagotovo že vidite. Globoko zajemite sapo in se zazrite v globine vsebinskega marketinga.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - [POMP FORUM 2015]KAKO UČINKOVITO UPRAVLJATI SVOJO KOMUNIKACIJSKO PODMORNICO, Primož Inkret

  • 1. What can’t I see? POMP; Ljubljana, September 2015
  • 2. Venture capital founding for content marketing $ 1,097,847,416 since 2006 89 CM companies * Source: Newscreed research sept 2015
  • 3. Who am I ? Half polish, editor, CM judge and speaker, diver, father, economist with an MBA… Partner at PM, poslovni mediji: leading CM agency in Slovenia 10 Years in PM. What do we really do very good/different: 1. Strategic approach 2. Digital focus (including budgets) Primož Inkret Business Director Client Team
  • 4. CMI research B2C 2015 What goals do organizations follow? 1. Customer Retention/Loyalty 2. Engagement 3. Brand Awareness 4. Sales 5. Customer Evangelism 6. Lead Generation 7. Lead Nurturing 8. Upsell/Cross-sell
  • 5. Rebecca Lieb Business value of content strategy (execution) 1. Brand Health (growth, nurturing); attitude, conversation and behavior 2. Marketing Optimization; effectiveness 3. Revenue Generation; how 4. Operational Efficiency; reducing expanses 5. Customer Experience; relationship 6. Innovation; Collaboration for future products
  • 6. 30 min plan 3 Key points 1. What can’t I see 2. Big picture 3. Secret ingredients
  • 7. 1. What can’t I see
  • 8. 1. CASE Škoda Slovenia
  • 9. “Škoda Slovenia vehicle sales” What competitors see 0 1500 3000 4500 6000 2008 2009 2010 2011 2012 2013 2014 2015 Sold vehicles 4,2% Market Share% 4,3% 4,9% 5,5% 6,6% 7,1% 9,5% 9,7%* +2,4% year on year
  • 10. “It is what we all can see in traditional media.“ Advertising
  • 11. “Every touchpoint is integrated part of lead generation and loyalty system” What competitors do not see 0 15000 30000 45000 60000 2008 2009 2010 2011 2012 2013 2014 2015 FB Contacts Test drives Magazine Call centre Eurotax But we do.
  • 12. Channel activity visual data boards Performance indicators on Škoda channels TV / RADIO / OUTDOOR / PRINT ‣ Planned budget ‣ Daily/weekly/monthly spending ‣ Comparisons with previous periods (pie charts) ‣Circulation ‣Current subscribers base ‣New subscribers ‣Nr. of distribution locations ‣Engagment ‣Number of followers/New followers ‣Page views ‣Top content ‣Age of followers% of change ‣Number of subscribers ‣Number of video views ‣Demography ‣Average time of viewing ‣% of change ‣Visitors count & bounce rate Top content ‣Technology ‣New vs returning ‣Conversions for different goals + Adwords ‣% of change with different periods ‣Number of Eurotax calculations ‣Average age of cars ‣Average value ‣Number of Contacts who own Skoda ‣Number of visitors ‣New leads, new registrations ‣Top content ‣All reservations & All test drives ‣Number of contacted people & Success rate ‣Lead conversion by source & Comparisons ‣% of change graphs ‣Number of interactions ‣Number of leads & Success rate ‣Favourable cars list & average value of cars ‣Gender, average age of visitor ‣Location / address of leads ‣Current number of subscribers ‣Male vs. Female ‣Sent & Opened & bounced ‣Number of new subscribers ‣% of change with different periods ‣Number of dealer visits ‣All test drive reservations ‣Top dealers with reservations/drives/deals ‣Car models availability & Performed test drives ‣Number of closed deals ‣Weekly graph and comparisons ‣Number of rejected inquiries and % of change ‣Comparison by models WWW.ŠKODA.SI EUROTAX CALCULATIONS WWW.SIMPLYCLEVER.SI CALL CENTRE MAGAZINE FACEBOOK YOUTUBE SPECIAL DIGITAL CAMPAIGNS NEWSLETTERS PFGSDEALERS
  • 13. „Now we can exactly plan our test drives vehicles and prepare documentation for person who is coming to our dealerships.“ Call center app DASHBOARD
  • 14. Live activity DASHBOARD Eurotax lead sources ‣ Media type comparison ‣ Regional comparison ‣ Devices used ‣ Dealer listing response count
  • 15. Test Drives DASHBOARD Hot lead source ‣ Per dealer ‣ Comments ‣ Trend ‣ Car model
  • 16. Active web applications DASHBOARD Individual set up ‣ Monte Carlo campaign ‣ KPI’s for goals ‣ Trend ‣ Car model
  • 17. Special off line campaigns DASHBOARD Organizing and tracking ‣ VIP ‣ Multi-user ‣ Capacity monitoring
  • 18. 2. CASE Adria Mobil
  • 19. NON#RESPONSIVE# # # # Channels# #Proprietary#CMS# system# Services# Data/content# Interna=onal#and#market# independent#Content# All#markets#web#sites Avstrija Belgija Danska Finska Izrael Italija Nemčija Nizozemska# Norveška# Rusija# Španija# Švedska# Švica# Ukrajina# Slovenija# Koreja# Francija# VB# Japonska# Facebook# Youtube# Data#via#API# MANUAL# VOYAGER# connec=on# Adria#technical#and# commercial#updates# Visitors#/#contacts# Before...##
  • 20. Market'specific'Adria'web'RESPONSIVE'sites'with' country'subdomains'>'country.adriaAmobil.com' ' ' ' ' Channels' Centralised' OPENSOURCE'CMS' system' Services' Data/content' InternaHonal'and'market' independent'Content' Content' planning' and' syndicaHon' according'to' markeHng' and'others'' All#markets#web#sites Avstrija Belgija Danska Finska Izrael Italija Nemčija Nizozemska' Norveška' Rusija' Španija' Švedska' Švica' Ukrajina' Slovenija' Koreja' Francija' VB' Japonska' Live''Social' media' external'data' Facebook' Linkedin' Youtube' TwiSer' Data'via'API' EANewsleSer'' InspiraHons' InternaHonal' and'local' social'media' Visitors'/'contacts' ADRIA'MOBIL'DIGITAL'ACTIVITIES'DASHBOARD' CMS,'newsleSer,'market'specific'database,'contacts'to'leads'conversion,'traffic'analyHcs,'visitor'type'analysis,'' social'media'data,'adverHsing'analyHcs' Live' connecHon' Market'dependant' updates' Adria'technical'and' commercial'updates' VOYAGER' &' TEF' A"er...''
  • 21. Executive managers DATABOARD Helicopter view ‣ Market activity ‣ Benchmarks ‣ Trends (red zone)
  • 22. Lead Generation DATABOARD Database management ‣ Contacts=gold ‣ Interest ‣ Hook comparison
  • 23. Printed materials effectiveness DATABOARD Smart QR codes ‣ Off line effect ‣ Model Interest (research) ‣ Campaigning
  • 24. Contacts APP Contacts management ‣ Sources ‣ Funnel stage ‣ History (1 person)
  • 25. Newsletter APP Segmented nurturing ‣ Integrated for easy to use ‣ Precise targeting ‣ Funnel stage templates
  • 26. 2. Big picture
  • 27. Awareness: Suspects Understanding: Prospects Consideration: Leads Testing: Opportunities Purchase: Sales I do not have a desire Maybe I would like to have a new car I will buy Škoda We have to influence touch points that we can control Who has the power-Škoda? Google search: best family car Browsing simplyclever.si with iPad Local dealer visit Article in Avto magazine on Rapid Spaceback Comparison video: Octavia vs. Astra Chatting with friends Liking Škoda FB page Researching on-line catalogues of different brands Downloading Škoda Octavia iPad catalogue Calculation for financing Visiting 3 different dealers Searching for models on stock at near by dealers Purchase: signing contract Playing a game: Find your color footprint (on Fabia) You tube video (add) on simplyclever solutions Škoda configurator Visiting Real fuel consumption community website Watching explainer video on financing Driving in new Ford from friend Independent test results on resell value Visiting Citroen dealer Chatting with friends I have Škoda
  • 28. Awareness: Suspects Understanding: Prospects Consideration: Leads Testing: Opportunities Purchase: Sales We have to influence touch points that we can control Who has the power-Adria Mobil? Purchase: signing contract I do not have a desire Maybe I would like to have a new camper I will buy Adria I have Adria Google search: best family vacation Local dealer visti Reading Adria reviews Article in the Caravaning Magazine Newsletter subscription Browsing adria-mobil.com with iPad Liking AM FB page Watching video: camper vs. motorhome vacation Researching catalogues Calculation for financing Visiting 3 different dealers Searching for models on stock at near by dealersWatching video New caravan range Trying product selector Renting out another brand Reading explainer on quality and durability Exploring caravans in a camp Visiting trade show Google search: best caravans 2014 Comparing selection Chatting with friend on last vacation
  • 29. Customer journey Crucial moments in discovery and research towards new Škoda LOST SALE - Negative reviews Word of mouth Television Outdoor Radio Direct mail Offline promotions Terrain sales & promotions Car show Dealer visit SMOT (experience) ‣ Offline promotions ‣ Terrain sales & promotions ‣ Car show ‣ Dealer visit ‣ Call ‣ Magazine subscriptions ‣ Submit lead ‣ Walk in / test drive ‣ Online financing, online offers FMOT (web&personal) Narrow choices Action behaviour ‣ Financing offers at the dealers ‣ Calculations ‣ Old4new offers DECISON (purchase) Real comparisons ‣ Financing ‣ Price ‣ Performance ‣ Styling ‣ Size ‣ Video ‣ Review ‣ Industry sites ‣ New model promotion sites ‣ Games ‣ Lead generation ZMOT (web) Research online WON SALE - Positive reviews + Digital advertising
  • 30. Customer journey Crucial moments in discovery and research towards new Škoda LOST SALE - Negative reviews Word of mouth Television Outdoor Radio Direct mail Offline promotions Terrain sales & promotions Car show Dealer visit SMOT (experience) ‣ Offline promotions ‣ Terrain sales & promotions ‣ Car show ‣ Dealer visit ‣ Call ‣ Magazine subscriptions ‣ Submit lead ‣ Walk in / test drive ‣ Online financing, online offers FMOT (web&personal) Eurotax Events Apps … Call centre Newsletter Articles … ‣ Financing offers at the dealers ‣ Calculations ‣ Old4new offers DECISON (purchase) www.hudobro.si Special campaigns Configurator … ‣ Financing ‣ Price ‣ Performance ‣ Styling ‣ Size ‣ Video ‣ Review ‣ Industry sites ‣ New model promotion sites ‣ Games ‣ Lead generation ZMOT (web) www.skoda.si simplyclever.si Magazine, 4x4.skoda.si Youtube Facebook … WON SALE - Positive reviews + Digital advertising Magazine Facebok Newsletter Website …
  • 31. Customer journey Crucial moments in discovery and research towards new Adria Mobil LOST SALE - Negative reviews Word of mouth Television Outdoor Radio Direct mail Offline promotions Terrain sales & promotions Car show Dealer visit SMOT (experience) ‣ Offline promotions ‣ Terrain sales & promotions ‣ Car show ‣ Dealer visit ‣ Call ‣ Magazine subscriptions ‣ Submit lead ‣ Walk in / test drive ‣ Online financing, online offers FMOT (web&personal) Narrow choices Action behaviour ‣ Financing offers at the dealers ‣ Calculations ‣ Old4new offers DECISON (purchase) Real comparisons ‣ Financing ‣ Price ‣ Performance ‣ Styling ‣ Size ‣ Video ‣ Review ‣ Industry sites ‣ New model promotion sites ‣ Games ‣ Lead generation ZMOT (web) Research online WON SALE - Positive reviews + Digital advertising
  • 32. Customer journey Crucial moments in discovery and research towards new Adria Mobil LOST SALE - Negative reviews Word of mouth Television Outdoor Radio Direct mail Offline promotions Terrain sales & promotions Car show Dealer visit SMOT (experience) ‣ Offline promotions ‣ Terrain sales & promotions ‣ Car show ‣ Dealer visit ‣ Call ‣ Magazine subscriptions ‣ Submit lead ‣ Walk in / test drive ‣ Online financing, online offers FMOT (web&personal) Trade shows Dealer visits Newsletter ‣ Financing offers at the dealers ‣ Calculations ‣ Old4new offers DECISON (purchase) Dealers ‣ Financing ‣ Price ‣ Performance ‣ Styling ‣ Size ‣ Video ‣ Review ‣ Industry sites ‣ New model promotion sites ‣ Games ‣ Lead generation ZMOT (web) www.adria- mobil.com Microsites Inspirations Mag Matrix suplement Facebook Youtube WON SALE - Positive reviews + Digital advertising Magazine Facebok Newsletter Website …
  • 33. ŠKODA PM Activities: We solve communicative tasks for Skoda with content marketing CONTENT & MEDIA CREATION Simply Clever print & digital magazine, Simply Clever Business, Video production, simplyclever.si content… WEB & MOBILE APPLICATIONS Web portals, web applications, responsive sites, mobile applications, intranet solutions… BUSINESS ANALYTICS & INSIGHTS Integrated system for client digital and other activities, API data integration, cross platform… EVENT MANAGEMENT Small boutique events, big test drive and entertainment events, experiences, cultural happenings… LEAD GENERATION Lead generation tactics, lead management, targeting tactics, lead profiling and database management… DIGITAL ADVERTISING Integrated turnkey digital campaigns for all digital platforms, and digital television…
  • 34. Adria Mobil PM Activities: We solve communicative tasks for Adria Mobil with content marketing CONTENT & MEDIA CREATION Inspirations Digital magazine, special content explorers WEB & MOBILE APPLICATIONS Main Web portal + language variations, intranet solutions… BUSINESS ANALYTICS & INSIGHTS Integrated system for client digital and other activities, API data integration, cross platform… LEAD GENERATION Lead generation tactics, lead management, targeting tactics, lead profiling and database management… DIGITAL ADVERTISING Integrated turnkey digital campaigns for all digital platforms… In development:
  • 35. 3. Secret ingredients
  • 36. No free lunch ‣ Owned media-asset ‣ Combination ‣ Promote content The only free lunch left is organic search. #POMP2015
  • 37. Content ‣ What is good content ‣ Targeted (segmentation) ‣ Actionable
  • 38. Relationship ‣ Part of the team/details ‣ Faster decision making ‣ Partnership
  • 39. Database ‣ Subscribers/readers quality ‣ Honest hooks ‣ Less leads, deeper insights
  • 40. Databoards ‣ Not like husband promises ‣ Know what is working now ‣ Less is more
  • 41. 3.200 % ROI CTA: Revija Kontekst
  • 42. Primož Inkret, MBA primoz.inkret@p-m.si @pinkret Thank you

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