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KBC presented their 'Gap in the Market' case (Het Gat in de Markt) on our Cleverwood Trends Session 8: Who's the King? Content, context or community? Nice that KBC won gold on this year's Cannes Lions
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Do you have success?
Would it make you feel happy to get some more comments, likes, shares?
Short: that your audience gets involved…
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Are you shouting in the desert?
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We offer a not so secret recipe.
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Simple ingredients for successful content
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Simple ingredients for succesful content
Case study:
Gap in the Market
by KBC Banking & Insurance
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Short: Gap in the Market
KBC Banking & Insurance is a catalyst for our economy and supports
local business with:
Expertise
Advice
Support payment traffic
Risk hedging
Loans
KBC brings “supply and demand” together in this campaign, created
for local (starting) entrepreneurs.
The content to help entrepreneurs will be created by the community.
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Short: Gap in the Market
Phase I “Demand phase”
February 2013
“What’s the gap in the market in your town?”
kbc.be/hetgatindemarkt
Phase II “Fill the gaps”
March 2013
Asking (starting) entrepreneurs to fill those gaps.
External campaign about 6 real KBC-cases who have succesfully filled a gap in the market.
Phase III “Social Battle” April 2013
“Battle” between starting entrepreneurs who have filled a gap in the market. Winners get a chance to use 1 of 20 company cars for half a year.
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6 important “ingredients”
#1 Community
#2 Interest
#3 Platform
#4 Fundament
#5 Content creation
#6 Use the content
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#1 Community = king
DO NOT CREATE CONTENT,
COMMUNITY WILL CREATE CONTENT.
Who knows the community best?
Who speaks the language?
Who knows what they want to hear?
Answer: the Community
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#1 Community = king
DEFINE THE COMMUNITY
Who’s YOUR target?
What do YOU want to share?
What information do YOU want?
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#2 Interest
FIND COMMON INTEREST What’s a common issue in the community?
What’s a common interest?
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#2 Interest
THE INTEREST IS YOUR CONTEXT It engages the community to respond,
discuss, talk, share, …
But:
The interest is also important for you.
As it will define if the necessary content
will be created.
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#2 Interest
Individuals:
What’s missing in your town?
Starting entrepreneurs:
What gaps can you fill, and where?
KBC:
Who wants to start a business, can we
help them?
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#3 Platform
CREATE A PLATFORM To define the rules
To define the context
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#4 Fundament
CREATE A BASE Give a kick-start.
People don’t want to be the first.
If not… there will be no creation of content.
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#4 Fundament Prefill with statistic data by Truvo
User generated data from market survey by Corelio via iVOX
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#5 Start! Let them create content! Let your community know they
can give THEIR opinion.
Give them a sign that’s they can
be heard!
Show the way to your
platform.
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#5 Start! Let them create content!
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#6 Use the content!
300.000 unique visitors on website during campaign (1 Feb – 25 March)
The platform www.kbc.be/gatindemarkt is still a source
to find information on local business opportunities.
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#6 Use the content!
1.427 ideas of entrepreneurs
Every entrepreneur who entered an idea,
is invited for a personal chat in his local KBC branch.
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#6 Use the content!
Result:
• Positive talk in the community (individuals and entrepreneurs)
• Demand on working together with local city council
• Unizo, associations of entrepreneurs, … ask to work together
• Media cover the stories of starting entrepreneurs (tv, newspaper, radio)
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