IBAT B2C Content marketing Programme Presentation

1. Content Marketing Programmes Keith Feighery

2. Business to Customer

3. B2C Content Programmes Provide valuable information, content, entertainment to your prospects and customers Create an ongoing conversation with them where possibe Address wider customer needs – beyond what your product/service does Give them what they want i.e. deals/discounts/extended service, engagement etc.. Create awareness of products, services, organisation, people Be transparent in terms of customer service, company information etc.. Actively seek network effects and customer validations

4. Business to Consumer Case Studies

5. MicksGarage.ie

6. McGarrSoliticors

7. Car Audio

8. Komplett

9. Blacknight

10. Hairybaby

11. Westcoast Cooler

12. Mayo Clinic

13. BlendTec Little known consumer brand (more industrial reputation) in the US Decided to run some low quality videos of CEO blending incongruous materials iPhone, steel tins, golf balls Called it WillItBlend.com – instant success Over 100Million views Now have iPhone App Raised profile of company in US and beyond Low cost and highly effective

14. BlendTec

15. Walmart 11 Moms Blogs Eleven Mom Bloggers who offer advice to families Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.) Not an overt advert for Walmart brand Kudos from Analyst community (Jeremiah Owyang) Also has difficult online relations Walmart Watch Working Families for Walmart Both very critical of Walmart policies Facebook page hacked – bad publicity around adoption of web 2.0 Myspace campaign panned – ends after 10 weeks Walmarting across America – very mixed reviews

16. Walmart

17. Starbucks Set up a Starbucks idea site To register user ideas, vote on them and then implement popular ones Set up a community site to engage With other socially minded starbucks fans - www.v2v.net Starbucks (Redcard) Do something good everyday – HELP OTHERS around the world Set up http://starbucks.com/sharedplanet/ To show commitment to the planet (green issues supporting communities outside US) YouTube, Twitter, Facebook profiles To connect with customers

18. Starbucks

19. Johnson & Johnson Organised Baby Camp – 56 influential mothers and bloggers Gain word of mouth infuence Not overtly J&J centric Discussing issues that matter to families Run babycenter.com Online community for Mums Not 100% J&J branded – competitors advertise Advice for Mothers Reflects waning influence of print and TV J&J health Channel Videos of people with real life health issues and lets them tell their stories Facebook – Acuminder Useful Application to allow you to manage vision care routine Facebook – ADHD A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans) Motrin Ads caused furore with online “Mommy” Bloggers J&J withdrew Ads (showing mothers suffering back problems from carrying baby)

20. Johnson & Johnson

21. Dell Dell-Hell Blog Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed Appalling publicity – made onto cover of Businessweek How Dell reacted Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site Ideas Storm – Customer recommendation platform Encourages employees to blog and engage with tools like twitter Monitors brand using Visible Technologies – TruCast Benefits Improved customer service – real-time support using Twitter Brand Enhancement, product improvement, customer service, employee empowerment

22. Dell Case Study