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Crown - CONTENT MARKETING ASIA MASTERCLASS February, 2014 Content Marketing 101:Overview of Content Marketing • The changing behaviour of customers • How content marketing enhances customer engagement and conversion • The convergence of social and content marketing (engagement, not merely likes) • The process: Strategy, Creation and Syndication. • Thoroughly understand the three components necessary to implement an effective content marketing strategy • Receive guidance on what types of content may be suitable for their particular organization • Determine the best way to distribute content • Address important issues such as implementation and management of a content strategy
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Overview of Content Marketing Case Study, Concepts, and Debatable Ideas
Kenny Ong
Unilever Network Malaysia
http://totallyunrelatedrandomanddebatable.blogspot.com/
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Branding today…
13th April 2009
•Two Domino’s employees
•YouTube
•Apology from Domino’s after
48 hours
•1 million hits
•Twitter: questions on silence
•LinkedIn: suggestions by users
in forum
BusinessWeek, May 4, 2009
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Domino’s GPS Tracker
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€50 Billion
Worldwide sales in 2011
2 billion people
Use Unilever’s products Each day worldwide
400 Brands
Sold in 180 countries
167,000 employees
Work for Unilever
130 YEARS & STILL GROWING
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Agenda
Business
Channel Target
CONTENT
THE REAL GOAL OF
MARKETING AND BRANDING Understanding our role in the whole scheme of things
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The real goal of Marketing and
Branding
Understanding our role in the whole
scheme of things
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PR back then…
18th century: press relations,
lobbying and, celebrity campaigning
World War I: U.S. publicity
1920’s: Tobacco Industry
Source: Wikipedia.com
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Role Of PR & Communications in
the OLD DAYS?
1. helping find or create great stories,
2. translating stories into the language that
the right audience can understand,
3. using the best tools to reach those
audiences,
4. listening the to feedback and echoes the
stories create,
5. engaging in the appropriate way, and
6. Gatekeeper (unfortunately)
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What has Changed?
• Content Marketing
• Social Media
• Engagement
• SEO
• Syndication &
Distribution
• Platforms
• Stories
• Translation
• Reach
• Listening
• Engaging
• Gatekeeper
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What has NOT changed?
• Stories
• Translation
• Reach
• Listening
• Engaging
• Gatekeeper
• Content Marketing
• Social Media
• Engagement
• SEO
• Syndication &
Distribution
• Platforms
The ROLE
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What Changed?
Change
Audience
Story
Tools
Channel
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What is the purpose of
Marketing & Branding?
Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman
“Retention and Loyalty are useless if
No Conversion is happening.”
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What is the purpose of
Marketing & Branding?
“Retention and Loyalty are useless if
No Conversion is happening.”
“Communication is useless if No
Conversion is happening.”
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What is the Objective?
1.Comm = Relationship (something like
Dating)
2.Comm ≠ Media glitz
3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL
4.Comm ≠ CSR
5.Comm ≠ Social Media
6.Comm = Get more people, to buy
more, more frequently, at higher prices
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Agenda
Business
Channel Target
Content
THE BUSINESS MODEL The biggest impact
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The McPlaybook*
Make it easy to eat
• 50% drive-thru
• Meals held in one
hand
Make it easy to prepare
• High Turnover
• Tasks simple to learn
& repeat
Make it quick
• “Fast Food”
• Tests new products
for Cooking Times
Make what customers want
• Prowls market for new
products
• Monitored field tests
*Adapted from: Businessweek , Februrary 5th 2007
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What is the Business Model?
USP
Market
Discipline Profit Model
•Tata Nano
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Business Model: Profit Model
Revenue
Cost
Margin Cash
Flow
Assets
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What is the Business Model?
USP
Market
Discipline Profit Model
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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and hassle
Lowest overall cost of ownership
"A no-hassles firm"
Convenience and speed
Reliable product and service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product Leadership
Operational Excellence
Customer Intimacy
• Cost
• Convenience
• TCO
• Features,
Benefits
• Limited
Range
• Solutions
• Customization
• Breadth &
Depth
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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and hassle
Lowest overall cost of ownership
"A no-hassles firm"
Convenience and speed
Reliable product and service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product Leadership
Operational Excellence
Customer Intimacy •Air Asia
•LV
•Ramly
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Operational Excellence
(low cost producer)
Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Alignment & Consistency:
Market Disciplines
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Operational Excellence
(low cost producer)
Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Alignment & Consistency:
Market Disciplines
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Operational Excellence
(low cost producer)
Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Alignment & Consistency:
Market Disciplines
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Operational
Excellence
• Competitive price
• Error free, reliable
• Fast (on demand)
• Simple
• Responsive
• Consistent
information for all
• Transactional
• 'Once and Done'
Customer Intimacy
• Management by
Fact
• Easy to do
business with
• Have it your way
(customization)
• Market segments
of one
• Proactive, flexible
• Relationship and
consultative
selling
• Cross selling
Product Leadership
• New, state of the
art products or
services
• Risk takers
• Meet volatile
customer needs
• Fast concept-to-
counter
• Never satisfied -
obsolete own and
competitors'
products
• Learning
organization
Alignment & Consistency:
Disciplines, Priorities, and KPIs
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Operational Excellence
(low cost producer)
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Alignment & Consistency
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Operational Excellence
(low cost producer)
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Alignment & Consistency
HP well-balanced
portfolio, mass
customization
Acer super lean
cost structure,
aggressive pricing
Apple powerful
products, premium
pricing, limited range
Still Doing
well in
2009/2011
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Operational Excellence
(low cost producer)
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Market Disciplines: Hardware
Samsung well-
balanced portfolio,
mass customization
‘Locals’ super
lean cost structure,
aggressive pricing
Apple powerful
products, premium
pricing, limited range
Still Doing
well in
2012-
2013
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Operational Excellence
(low cost producer)
Product Leadership
(best product)
Customer Intimacy
(best total solution)
Market Disciplines: Technology
Google well-
balanced portfolio,
mass customization
Amazon super
lean cost structure,
aggressive pricing
Apple powerful
products, premium
pricing, limited range
Still Doing
well in
2012-
2013
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Alignment & Consistency:
Business Model
USP
Market
Discipline Profit Model
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Agenda
Business
Channel Target
Content
UNDERSTANDING THE TARGET The power of targeted communications
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Understanding the Target
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Target: Decision Chain
Influencer
Buyer
User
Again: different type,
different strategy
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Market Penetration Overview
• “Crossing the Chasm”
Resistant to taking up new product (prefer ‘safe’ route)
1. Need to attract the Early Adopter (willing to try) group first via neutral and niche products
2. The Mass market will follow once they see early adopters joining
3. If company does not innovate or has weak retention plans, customers will leave
Men vs. Women: Getting Dressed
Men vs. Women
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Content for WHO?
Age
Gender
Location
Language
Interests
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What does the Customer
want?
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Product/Service Attributes Relationship Image
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What does the Customer
want?
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Product/Service Attributes
Price
Quality
Time
Selection
√
√
Smart Shopper
Relationship Image
Operational Excellence: Quality and selection in key categories with unbeatable prices
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What does the Customer
want?
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Product/Service Attributes
√
Brand
Time
Function
√
√
Best Product
Relationship Image
Product Leadership: Unique products and services that push the standards
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What does the Customer
want?
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Product/Service Attributes
√
√
√
√
Service Trusted Brand
Relationship Image
Customer Intimacy: Personal service tailored to produce results for customer and build long-term relationships
Relations
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Go-To-Market: Different Customers,
Different Methods
Self Reliant Need Help
Seek
Change
Seek
Stability
Searchers Collaborators
Streamliners Delegators
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Go-To-Market: Different Customers,
Different Methods
Self Reliant Need Help
Seek
Change
Seek
Stability
Searchers Collaborators
Streamliners Delegators
•touch and feel
•‘first’ to know
•Talk to technicians/experts
•pros and cons, trends, lots
of info
•Offer choices
•Online resource
•innovations, new stuff
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Go-To-Market: Different Customers,
Different Methods
Self Reliant Need Help
Seek
Change
Seek
Stability
Searchers Collaborators
Streamliners Delegators
•Minimize risk
•Standardization and
consistency (routines)
•Wants systems to follow
their habit
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Go-To-Market: Different Customers,
Different Methods
Self Reliant Need Help
Seek
Change
Seek
Stability
Searchers Collaborators
Streamliners Delegators
•Treats Store Personnel as
consultants
•Pilot projects, process
improvements
•Co-discover new
applications for existing
business/products
•Ongoing coaching and
value-added services
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Go-To-Market: Different Customers,
Different Methods
Self Reliant Need Help
Seek
Change
Seek
Stability
Searchers Collaborators
Streamliners Delegators
•narrow choices
•Pre-package, pre-select
(default)
•Make it easier to renew
than to cancel
•Focus on a specialty
(niche)
•Honesty, reliability, Trust
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Agenda
Business
Channel Target
Content
RIGHT TOOLS, RIGHT TIME,
THE RIGHT AUDIENCE The power of targeted communications
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Marketing Mix Trends
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Marketing Mix Trends
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Marketing Mix Trends
1. Email is still the best tool
2. SEO (Google PageRank) is the key
3. Blogs increase SEO
4. Press Release with pictures
5. Event Marketing is powerful
6. Social Media budgets will 2X
7. Customer Testimonials
8. Visual and Video
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The Unfortunate World of Social Media
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Things to note about Social Media
• Social Media ≠ Sales Weapon
• Social Media ≠ Media Weapon
• Social Media ≠ Direct Marketing
There is no Silver Bullet
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So What’s the Use of Social Media?
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The Right Tools for the Job
Reach of Communication
Qualit
y/I
nte
nsity o
f
Com
mu
nic
ation
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
Mass Traditional, In-
home, Out-Of-Home
Mass Unconventional
Mass Online
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The Right Tools for the Job
Reach of Communication
Qualit
y/I
nte
nsity o
f
Com
mu
nic
ation
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
Mass Targeted
Conventional
Mass Targeted Online
E.g. Annual Reports,
Analyst Briefings, IR
Roadshows, IR Website
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The Right Tools for the Job
Reach of Communication
Qualit
y/I
nte
nsity o
f
Com
mu
nic
ation
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
Individual Targeted
Conventional
Individual Targeted
Online
Contests
One-on-One
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The Right Tools for the Job
Reach of Communication
Qualit
y/I
nte
nsity o
f
Com
mu
nic
ation
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
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Agenda
Business
Channel Target
Content
CONTENT MARKETING 101 Back To Basics
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Do you face any of these problems
with Content Marketing?
Coming up with ideas/topics/titles ideas?
Creating original content?
Nobody sharing your content on social media?
Low levels of referrals to your website from
social media?
Visitors not staying long on your website?
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Who can do these?
1. Eye for good story -> shared on social media & drive
traffic
2. Entertain -> emotional attachment
3. ‘Stickiness’ -> improves SEO.
4. Click-through -> create great headlines
5. Quality content -> quality and originality
6. Non-salesy content -> commercially-neutral content &
maximum value to the reader.
7. Meet deadlines -> on-going activity
8. Stay within the law
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Content ≠ Media
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Content = Journalism
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http://money.cnn.com/2013/11/25/technology/katie-couric-yahoo/
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Optimize Your Content (1)
•intro
•conclusion
•cover page +
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Optimize Your Content (2)
+
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The Future
Time to plan your new content strategy
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Business Today…
$19.90
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Gamification SPARX
Developer: University of Auckland
http://www.springwise.com/health_wellbeing/virtual-roleplaying-game-helps-teenagers-deal-depression/
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Gamification
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Gamification
Activities
Leader Board
(Ego/ Achievement)
Rewards (Satisfaction)
Community (Belonging)
Experiential Marketing: Example
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Experiential Marketing:
Example
• Opened first café in midtown New York.
• It serves coffee in a pleasing environment,
– comfortable lounge
– read the financial newspapers
– watch on plasma screens
– FREE Internet
• Customers can’t perform financial transactions in the
Café.
– > $200 million new accounts and mortgages < 1 year
• Starbucks-like prices for coffee, tea, biscotti, and other
pastries.
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End Notes
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Which Company?
American Customer Satisfaction Index (ACSI)
• 64 out of100-point scale: lower than IRS (Tax)
• 2nd last among 30 companies surveyed
• Lowest 5% among 223 companies surveyed
• Bottom 5% of all measured private sector
companies
• 500 million customers
2010 American Customer Satisfaction Index
(ACSI) E-Business Report
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Which Company?
American Customer Satisfaction Index (ACSI)
• 64 out of100-point scale: lower than IRS (Tax)
• 2nd last among 30 companies surveyed
• Lowest 5% among 223 companies surveyed
• Bottom 5% of all measured private sector
companies
• 500 million customers
2010 American Customer Satisfaction Index
(ACSI) E-Business Report
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Popularly Unpopular
Popularity
≠
Affection
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What is the purpose of
Marketing & Branding?
Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman
Thank You.
soft copy of slides: http://totallyunrelatedrandomanddebatable.
blogspot.com/