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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
[email protected] @thefrenchflo
David [email protected] @davidv
