Using Digital Content to Drive CRM Success

Using Digital Content

to Drive CRM Success

Dan RubinMeredith Xcelerated Marketing

Director, Digital Strategy

@dan_rubin_ny

This Session is Called

Using Digital Content

to Drive CRM Success

Here’s my promise to you

I will…

•Discuss best practices for creating digital content for CRM

•Provide 25 examples of great digital branded content

This Whole Talk Presupposes

1 Thing

That content matters

So, does it?

“What we found is that shareable content is something you

have to be professional about and quick to develop…We

didn’t understand how much content we need to be

produce…But you better be ready for the content to be

interesting. People will self-select out regularly.”

Jim Farley – Ford CMO.

“We have to think like a publisher,” said Linda Descano,

managing director, head of digital partnerships and branded

content at Citi, at the Digiday Brand Conference. “This brings a

paradigm shift, since we know we know how to create

advertising and collateral and when you talk about content, you

have to step back and put the consumer at the center. So it

becomes less about product and more about the consumers.”

For us it was about figuring out how do we

reach out to an audience and be relevant and

really different. Relevant content is key, while

still setting a tone and brand voice.”

RemiCarlioz, head of digital marketing

for Puma.

It Does to Citi, Puma, GM

Background Questions

WHAT IS THE

POINTOF CONTENT?

WHAT IS

CONTENT

?

CONTENT

SERVES A BRAND

CONTENT

BRAND

What is a Brand?

CONTENT SERVES A BRAND

…and is defined

by the stories

people tell about it

DEFINES

A brand is a

promise from an

organization… CONTENT

B R A N D

But People

Have to

REMEMBER

THE CONTENT

Why do

people

remember

content?

Baker vs baker

http://www.ted.com/talks/joshua_foer_feats_of_memory_anyone_can_do.html

Content enables brands to go

from “Bakers” to “bakers”

Why? Because people remember

“b” bakers not “B” Bakers

How does a brand go from

Baker to baker?

Through High-Quality,

Branded Content

How Does Branded Content,

Especially Digital Content,

Help Your CRM Program?

Content makes CRM personal

Content makes CRM memorable

Content makes CRM responsive

Content makes CRM a brand builder

Content makes CRM shareable

25 Examples

of Great

Branded Digital Content

http://www.youtube.com/watch?v=ZUG9qYTJMsI

Why it’s great content: memorable

1. Dollar Shave Club

1. Dollar Shave Club


2. The Rolling Stones; Lego

Why it’s great content: a brand builder

3. Arcade Fire

Why it’s great content: personal

4. Intel


5. Gerber


6. Kraft

Why it’s great content: shareable

7. Pizza Express

Images on Images

off

Source: Responsys

Why it’s great content: personal & memorable

8. JC Penney

Why it’s great content: responsive

Source: Responsys

9. Google Re:brief for Coke

Why it’s great content: a brand builder & shareable

10. Phish


11. Diageo: The Wine Bar


12. Harley Davidson


13. American Express

Why it’s great content: personal & shareable

14. Whole Foods

Why it’s great content: personal (local content is always great )

15. Zappos


16. Jetblue


17. Nature Valley


18. Ikea


19. Tickemaster


20. Red Tomato


Source: trendwatching.com

21. Marks & Spencer



22. Babolat



23. autoTRADER



24. Starwood SPG

You’re almost at Platinum –a gamification of rewards to drive more hotel stays

SPG knows you’ve been to Europe so it promotes a beautiful villa in Greece


25. Burberry


How Can Digital Content Drive

CRM Success?

Content makes CRM personal

Content makes CRM memorable

Content makes CRM responsive

Content makes CRM a brand builder

Content makes CRM shareable

Thanks…

And Make Great Content

Dan RubinMeredith Xcelerated Marketing

Director, Digital Strategy

@dan_rubin_ny

Using Digital Content to Drive CRM Success

Documents

Transcript of Using Digital Content to Drive CRM Success