Content Marketing @ SBB Swiss Federal Railways ENTER Conference, Lugano, Swiss eTourisme Day Content Strategy and Practical Examples

1. Content Marketing
Swiss Federal Railways, SBB
Sarah Stiefel Head of Content Marketing, E-Business
Swiss Federal Railways, Switzerland
sarah.stiefel@sbb.ch
www.sbb.ch - www.cff.ch - www.ffs.ch
ENTER 2015 Swiss day

2. 2
http://youtu.be/oGW4A_zvyYM

3. Sarah Stiefel
Head of Content Marketing
SBB E-Business
@cieletta
www.about.me/cieletta
sarah.stiefel@sbb.ch
1. Intro
2. Content Strategy
3. Practical Examples
4. Questions

4. SBB Passenger
Traffic
967 000
pers./day
SBB Cargo
175‘000 t
goods/day
SBB
Infrastructure
3138km rail
network
SBB Real
Estate
3500 buidlings
Intro.
SBB as a Company.
 29 000 employees from 93 countries of origin in 150 professions.

5. Rail Europe
Transport Int.
Excursions Domestic
Switzerland Travel Center
Hotels domestic
Holiday Appartements
Travel Agency Intern.
Domestic Transportation
Strategic Partnership
Swiss Tourism
TransportationEurope
Combined Mobility
domestic
SBB&SubsidiariesSBBPartnerships
Various domestic tourism
service providers.
European tourism marketing
organizations of boarder
countries.
International tourism marketing
organizations and service
providers.
Domestic Tourism Incoming/Outgoing Tourism
Swiss Travel System
Transport Incoming
Intro.
SBB in Tourism.

6. Content Marketing
SBB Swiss Federal Railways
Swiss eTourism Day
ENTER Conference, Lugano
February 3rd 2015

7. 7
Challenge
• Information overkill and advertising fatigue.
Mission
• Right content, right target groups, right format, right channels.
Strategy
• Relevant content told in the form of topics and stories.
Benefit
• Potential customers on our platforms, that generate traffic and sales.
Content Strategy.
Overview.

8. 8
Editorial
Planning
• Annual planning with main-topics and weekly detail planning.
Basic
Content
• High quality basic information content for every main-topic.
Editorial
Content
• Editorial storytelling content for each main-topic.
Content
Distrib.
• Owned media, social media/earned media and paid media.
Content Strategy.
Operational Implementation.

9. SBB.ch
m.sbb.ch
Micro-
sites
SBB
Newsletter
SBB Blog
Pinterest
Landing-
pages
Instagram
Dialog-Platforms
«Customer Service»
Partners
SBB
Homepage
Mobile
App
Vimeo
Google+
Owned Media Social Media (Earned Media)
Content Aggregators
Traffic Destinations Content Distribution-
Platforms
Traffic Generators
Facebook
Twitter
YouTube
+ Paid Media (Campaigns)
Content Strategy.
Platforms and Content Distribution.

10. 10
News Monitoring
What's going on out there?
What is spoken about?
Where and how are we taking part in the
conversation?
Editorial Planning
What comes from within?
How do we want to position ourselves?
What belongs on the agenda?
Content Creation
What content are we creating?
In which forms? for what platforms?
By what means?
Content Distribution
How do we distribute the content?
On which platforms?
Who reads/shares it and why? Analytics
In a Nutshell:
The SBB Digital Newsroom.

11. Practical Cases
- « Leisure Back-pack Real-Time Giving»
- « RailAway Groups School-Class Trip»
- « Special Offer for Salzburg SBB Mozart»
- « Geneva Cornavin Train Station Inauguration»
- « SBB Advent Calendar 2014»

12. Owned Media Social Media (Earned Media)
SBB
Homepage
YouTube
Twitter
Influencer
Concept
Real Time
Giving
Practical Cases.
Leasure Campaign: Back-Pack Real-Time Giving.
https://www.youtube.com/watch?v=PEVWbIMjGkU
Paid Media: to start content distribution on Social Media

13. Owned Media Social Media (Earned Media)
SBB
Blog
Instagram
YouTube
Twitter
#SBBSchulreise
User Generated Content
Practical Cases.
RailAway Groups: School Class Trip.
https://www.youtube.com/watch?v=x-iFWJQJRbA
Paid Media: 0.-

14. VS.
Advertising Content Marketing
Practical Cases.
Europe Campaign: Special Offer Salzburg.
https://www.youtube.com/watch?v=tKRtLREl-38
120’000
organic views
on Youtube!
Paid Media: to start content distribution on Social Media

15. 1
Owned Media Social Media (Earned Media)
SBB
Homepage
User Generated Content
Over 200 pictures
from participants
YouTube
#CFFMilou
#CFFCornavin
SBB
Blog
(Story)
Influencer
Concept
Blogger
Apéro
Blogposts and
UGC from Bloggers
and Influencers
(multiplicators)
Practical Cases.
Geneva Cornavin: Train-Station Inauguration.
https://www.youtube.com/watch?v=SrS1iGjdaIY
Paid Media: 0.-

16. #CFFMilou
#CFFCornavin
User Generated
Content
Practical Cases.
Geneva Cornavin: Train-Station Inauguration.

17. Key Learnings
1. Define a goal and target group for each concept.
2. Calculate your resources: budget & HR. ROI!
3. Join forces for more impact & lower production costs.
4. Find a trigger to your story: offline activates online.
Prime example
5. « SBB Advent Calendar 2014»

18. «SBB Advent Calender
2014»
Integrated Communication
& Interaction Content

19. Owned Media Social Media (Earned Media)
Highest Clickrates
ever!
Most successful
Blogpost 2014
SBB
Newsletter
SBB
Homepage
SBB
Blog
Facebook
YouTube
Twitter
92’000 views
YT
Over 300’000
organic reach
FB
Prime Example.
“SBB Advent Calendar 2014”
https://www.youtube.com/watch?v=3JjuKTNa_r8
Advent
Calendar
Landinpage
Paid Media: to start content distribution on Social Media

20.  The integrated online communication on "Advent" has been a huge
success. The varied prices reflected the diversity of the SBB products
related to Christmas
 …and what everybody gets out of it, playing it together!
170’000
participants
312’543
Visits
8 Mio.
Impressionen
Prime Example.
“SBB Advent Calendar 2014”

21. «Hello» from the SBB E-Business SOC Team!
Thank you. Questions?