Content Marketing Programmes

Keith Feighery

Business to Customer

B2C Content Programmes

• Provide valuable information, content, entertainment to your prospects and customers

• Create an ongoing conversation with them where possibe• Address wider customer needs – beyond what your

product/service does• Give them what they want i.e. deals/discounts/extended service,

engagement etc..• Create awareness of products, services, organisation, people• Be transparent in terms of customer service, company

information etc..• Actively seek network effects and customer validations

Business to Consumer

Case Studies

MicksGarage.ie

McGarr Soliticors

Car Audio

Komplett

Blacknight

Hairybaby

Westcoast Cooler

Mayo Clinic

BlendTec• Little known consumer brand (more industrial reputation) in the

US• Decided to run some low quality videos of CEO blending

incongruous materials – iPhone, steel tins, golf balls

• Called it WillItBlend.com – instant success• Over 100Million views• Now have iPhone App• Raised profile of company in US and beyond• Low cost and highly effective

BlendTec

Walmart• 11 Moms Blogs

– Eleven Mom Bloggers who offer advice to families– Different types of Mom (Geek, Classy, Frugal,Domestic Diva etc.)– Not an overt advert for Walmart brand– Kudos from Analyst community (Jeremiah Owyang)

• Also has difficult online relations– Walmart Watch– Working Families for Walmart– Both very critical of Walmart policies– Facebook page hacked – bad publicity around adoption of web 2.0– Myspace campaign panned – ends after 10 weeks– Walmarting across America – very mixed reviews

Walmart

Starbucks• Set up a Starbucks idea site

– To register user ideas, vote on them and then implement popular ones

• Set up a community site to engage – With other socially minded starbucks fans - www.v2v.net

• Starbucks (Redcard) – Do something good everyday – HELP OTHERS around the world

• Set up http://starbucks.com/sharedplanet/ – To show commitment to the planet (green issues supporting

communities outside US)• YouTube, Twitter, Facebook profiles

– To connect with customers

Starbucks

Johnson & Johnson

• Organised Baby Camp – 56 influential mothers and bloggers – Gain word of mouth infuence– Not overtly J&J centric– Discussing issues that matter to families

• Run babycenter.com – Online community for Mums – Not 100% J&J branded – competitors advertise– Advice for Mothers– Reflects waning influence of print and TV

• J&J health Channel– Videos of people with real life health issues and lets them tell their stories

• Facebook – Acuminder– Useful Application to allow you to manage vision care routine

• Facebook – ADHD– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)

• Motrin Ads caused furore with online “Mommy” Bloggers– J&J withdrew Ads (showing mothers suffering back problems from carrying baby)

Johnson & Johnson

Dell• Dell-Hell Blog

– Buzzmachine : Dell refused to engage with him - created a very critical blog that snowballed

– Appalling publicity – made onto cover of Businessweek• How Dell reacted

– Now Dell one of most active social media companies – blogs, twitter, product ideas/feedback site

– Ideas Storm – Customer recommendation platform– Encourages employees to blog and engage with tools like twitter– Monitors brand using Visible Technologies – TruCast

• Benefits– Improved customer service – real-time support using Twitter– Brand Enhancement, product improvement, customer service, employee

empowerment

Dell Case Study