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A presentation originally delivered at the International Enterprise Promotion Conference showing ho Business Link North West used Data to deliver an Award Winning Multi-Channel Marketing Strategy
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Knowledge Stewarding: Contextual Demand-Pull Marketing built on
Knowledge HubsMonday16th November, 2009 @ 4pm
Andrew Greenyer– BLNW Knowledge Stewardship ManagerTel: 07867 537 850 E-mail: [email protected]
Ged Mirfin – BLNW Chief Data OfficerTel: 07876 047 165 E-mail: [email protected]
Tom Wilkins – BLNW Head of MarketingTel: 07917 184 888 E-mail: [email protected]
City Office Park, Bluebell Way,
Preston PR2 5PZ United Kingdom
Track E: E-business, e-learning, e-mailing and website marketing Presentation (E5) to the
1st INTERNATIONAL ENTERPRISE PROMOTION CONVENTION best practice and innovation in the creation and support of
small businesses world-wide 15-17 November 2009 - Harrogate, North Yorkshire, UK
Agenda
• What is Knowledge Stewarding
• Data
• Marketing
• Knowledge Management/Transfer
Knowledge Stewarding• Knowledge stewarding is the capturing and
storing knowledge, making it accessible, and letting people know it exists.
• It is the explicit and systematic management of vital knowledge – and its associated processes of creation, organization, diffusion, use and exploitation.
• An Organization stewards its knowledge resources by processes like acquiring, developing, making transparent, sharing and preserving knowledge.
High Quality Data Ensures Improved Customer Insight &
Ability to Deliver Targeted Marketing
Dissemination and Storage of Searchable and Highly Accessible Information Content
Assists in the Building of On-Line Communities Willing to Exchange
More Invasive Information on
themselves
Contextually Relevant Issue-Based Messaging Increases
Responsiveness
Knowledge Stewarding: Placing Knowledge at the very heart of BLNW activities improves operational delivery
Customer Data
Knowledge
Stewarding
Knowledge Transfer &
Management
Targeted Marketing
Data Governance – Ensuring Data
Quality, Data Acquisition,
Reporting & Data Protection
Structures and Processes for Management &
Storage of Data as a Strategic Asset
Maintaining Data Integrity
& Measuring Data Quality
Placing Data at the very heart of BLNW activities improves operational effectiveness
Data Stewardship
Data
Team
Data Strategy
Data TQM
Demand-Pull Marketing – Public Sector
• Historically public sector organisations have concentrated on service delivery rather than the end user.
• DPM is ultimately about adapting to local demand tailoring messaging to suit what we know about end-users
• DPM is all about pulling the customer towards you through contextually relevant messaging rather than the generic product push messaging typical of many public sector organizations
Contextual RelevanceCustomer Need
Recognise Needs Product Appeal
Contextually Relevant Marketing is highly Localised and Personal
This style of marketing is not possible without Exceptional Levels of Customer Insight.
Ultimately this is about understanding your audience & then delivering Messages that are Current and Relevant
Truism No. 1: Good Decisions Are
Impossible To Make Without Intelligent
Data
How did we acquire the data to engage with our customers
We integrated the Business Link universe with Experian’s National Business
Database
We integrated the Business Link universe with Experian’s National Business Database
Consolidates North West Business
Universe
111k
Section of database unique to Business Link – Lifestyle and
Grey economy businesses
Section of database unique to Business Link – Lifestyle and
Grey economy businesses
406k
19k
We integrated the Business Link universe with Experian’s National Business
Database
Consolidates North West Business
Universe
111k
406k
19k
BLNW Prospect Universe
Of 150,000 customer interactions in the last 18 months - 120,000 (80%) came from Experian records… why?
Including an Additional 163K
Validated Contact email
Addresses
Including an Additional 163K
Validated Contact email
Addresses
Truism No. 2:
If Segmentation and Context = Relevance
Customer Interaction occurred because we delivered Contextual Relevance for the
Businesses we contacted
then by definition
Relevance = Engagement
Targeted e-communication
The BLNW Brand: Guiding You On Your Journey• Email Marketing Campaign
designed to drive Traffic to New BLNW Web-Site and Knowledge Portals
• Tailored Advice on Cash-flow Management and Late Payment.
• Campaign delivered via Highly Targeted Email Broadcast and Inserts in Subscription-Based Electronic News Letter. Key element of “the Journey” Marketing Campaign
Beat the credit crunch > Manage cashflow
Manage cashflow: understand the essentials
Prevent late payments
Banner Ads / Skyscrapers
Insider magazine
Travel Arrangements
Train line
Business News
The Business Desk
Business Networking
Search Engines
Pay Per Click
SEO
Advertising online
Digital Universe
Industry News
Reed Business Information
Online
PR & Communications Thought Leadership Online
Thought Leadership Campaigns Delivered through PR & Communication to Enhance BLNW Market Reputation
Supporting Our Businesses• Objective to Underpin BLNW’s
positioning as leader in Business Intelligence across the region
• Demonstrate the expertise of BLNW
• Provide unique insights into the economic health of the region
• BLNW and the Manchester Evening News campaign offers on-line editorial, and podcasts/webchats
Supporting our Businesses campaign in MEN Hitting the business pages of
the Manchester Evening News, the campaign aims to increase
understanding and awareness of the service and signpost businesses to
the help they need. The campaign launched with
information from the Business Performance Index revealing how
many companies are at risk in the area and detailing how, in partnership with the MEN, we are providing support.
As well as a regular monthly full sheet in the business pages, the campaign will have its own dedicated web page
which will stream all the latest information about Supporting Our
Businesses with an interactive video element.
Knowledge Platform – Objective The integration of the regional website,
CRM and Business Support Directory to offer a solution that would help deliver
business support to Business Link clients.
• directly through self brokerage using the website
• via assisted brokerage from the Universal and Targeted Advisors
New Knowledge Platform System
Team sites (BIZ)
Events directory
Business support
directory (CRM)
Internal knowledge portal
New NW portal
Other searched websites
.gov website
Regional content
Other searched websites
Other searched websites
Other searched websites
Web Users (CRM)
Knowledge platform information flowIn
ternal
Extern
al
Biz Knowledge
businesslinknw.co.uk
North West portal.gov/northwest
• Biz is the new intranet
• Internal information & teamsites
• Informal sharing of information
• No validation process
• Internal view of the North West portal
• Plus adviser updates and government announcements
• Quality assured & validated
• Business support directory (internal view)
• Window into regional business information & advice
• Linking business issues to local support
• Focusing on priority audiences
• Business support directory (customer view)
• Library of guides, interactive tools relevant to all businesses
• Content feeds into portal to make ‘how to’ & regional information available in one place
Demonstration of Knowledge Platform
Business Link Information Panel (BLIP)
