ONLINE STORYTELLING and measuring marketing effects

ONLINE STORYTELLINGand measuring marketing effect.

Once upon a time, there were rabbits…Small

Lives in Rwanda

Highly resistant to heat

HUGE

Lives in Belgium

Can’t standheat

…of different types.

HUGE

They could be crossed

Tasty

Highly resistant to heat

There were also people…

… used to struggle for food.

And other people willing to help.

Not a MajorFundraiser1.250 donators

Small awarenessIn Belgium

EXTREMELYMOTIVATED !

Increaseawareness

EngagePeople

Collect optins

ConvertNewDonors

Build aStory

Make the story live

Objectives

So they came to us…

and here is how we built a solution.

1- Brainstorm to write a story

Bisnode is buying 2 rabbits and sends them to Rwanda.

There, they become breeder rabbits, crossed with the local type.

The offspring is given to local population, where it continues reproducing, helping people building an economy (and giving them ultimately food).

We are also making a contest to

send 2 of our Permesso members to Rwanda as Ambassadors.

There, they will write blog articles during a week, to promote the work of Dzg/Vsf.

During the whole process, we try to engage people to give their opt-in.

Then prospects will be converted into clients with a Lead Nurturing process.

2- Slice it in chapters

Table of contentsIntroduction……………………………………….1Part 1 – Prospection StoryChapter I - Finding our Ambassadors…......2Chapter II - A name for the rabbits ………...3Chapter III – Rwanda, Day 1 ………………..4Chapter IV – Rwanda, Day 3 ………………..5Chapter V – Rwanda, Day 5 ………………..6Chapter VI – Rwanda, Day 7 ………………..7Part 2 – Lead Nurturing StoryChapter VII – June 2014 ………………………8Chapter VIII – July 2014 ………………………9Chapter IX – August 2014 ………..………….10Chapter X – September 2014 ………………..11Chapter XI – October 2014 ….……………….12Chapter XII – November 2014 ……………….13Chapter XIII – December 2014 ………………14Conclusion………………………………………….15

3- Transform them in a campaign calendar

Table of contents

Introduction……………………………………….1Part 1 – Prospection StoryChapter I - Finding our Ambassadors…......2Chapter II - A name for the rabbits ………...3Chapter III – Rwanda, Day 1 ………………..4Chapter IV – Rwanda, Day 3 ………………..5Chapter V – Rwanda, Day 5 ………………..6Chapter VI – Rwanda, Day 7 ………………..7Part 2 – Lead Nurturing StoryChapter VII – June 2014 ………………………8Chapter VIII – July 2014 ………………………9Chapter IX – August 2014 ………..………….10Chapter X – September 2014 ………………..11Chapter XI – October 2014 ….……………….12Chapter XII – November 2014 ……………….13Chapter XIII – December 2014 ………………14Conclusion………………………………………….15

Ambassadeurs Campaign

Newsletter June4 Articles Campaigns

Newsletter July Newsletter August Newsletter September

Newsletter October Newsletter November Newsletter December

Rabbits Campaign

4- Work your introduction…

Introduction

The KPIs

Number of Mail Openers…………………..Brand Awareness

Number of Mail Clickers………………..……….Website Traffic

Number of Optins……………………………..…..New Prospects

Amount of Gifts ……………………………………………………..ROI

---

5- … so that your conclusion is a success!

Chapter I - Finding our Ambassadors

Chapter I - Finding our Ambassadors

Sent

Openers

Clickers

Candidates

Optins

505.605 Permesso Members

70.533 (14%)

2.110 (3%)

237 (11%)

192 (81%)

3 Ambassadors

Chapter II - A name for the rabbitsRabbit FR

Chapter II - A name for the rabbits

Sent

Openers

Clickers

Candidates

Optins

505.605 Permesso Members

70.533 (14%)

2.110 (3%)

237 (11%)

192 (81%)

70.533 Openers of Chapter I

45.141 (64%)

2.638 (6%)

746 (28%)

598 (80%)

Test Segment: 8%

Chapter III to VI - A trip to RwandaDay 1 Day 3 Day 5 Day 7

optins optins optins optins

optins

Lead Nurturing (June-December)

Other Sources

Gifts

Final KPI

With Storytelling Without Storytelling> ?

Conclusion

Online Storytellinghas a huge impacton Open Rate( 64% vs 8%)

At the end of the yearwe will know if it also havean Impact on Return on Investment.

Epilogue

Bisnode

THANK YOU

www.bisnode.be | www.bisnode.com @bisnodebelgium

Follow us on

Florent.Diverchy@bisnode.com @thefrenchflo

David .Verbustel@bisnode.com @davidv