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
Over the Top (OTT) Market Size & Growth Outlook 2024-2030
Content Marketing 101: Overview of Content Marketing
1. Overview of Content
Marketing
Case Study, Concepts, and
Debatable Ideas
Kenny Ong
Unilever Network Malaysia
http://totallyunrelatedrandomanddebatable.blogspot.com/
2. 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
http://totallyunrelatedrandomanddebatable.blogspot.com/
2
4. 130 YEARS & STILL GROWING
167,000 employees
Work for Unilever
€50 Billion
Worldwide sales in
2011
400 Brands
2 billion people
Use Unilever’s products
Each day worldwide
Sold in 180 countries
http://totallyunrelatedrandomanddebatable.blogspot.com/
4
7. THE REAL GOAL OF
MARKETING AND BRANDING
Understanding our role in the whole scheme of things
http://totallyunrelatedrandomanddebatable.blogspot.com/
8. The real goal of Marketing and
Branding
Understanding our role in the whole
scheme of things
http://totallyunrelatedrandomanddebatable.blogspot.com/
8
9. PR back then…
18th century: press relations,
lobbying and, celebrity campaigning
World War I: U.S. publicity
1920’s: Tobacco Industry
Source: Wikipedia.com
http://totallyunrelatedrandomanddebatable.blogspot.com/
9
10. 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)
http://totallyunrelatedrandomanddebatable.blogspot.com/
10
11. What has Changed?
• Content Marketing
• Social Media
• Engagement
• SEO
• Syndication &
Distribution
• Platforms
•
•
•
•
•
•
Stories
Translation
Reach
Listening
Engaging
Gatekeeper
http://totallyunrelatedrandomanddebatable.blogspot.com/
11
12. What has NOT changed?
• Content Marketing
• Social Media
• Engagement
• SEO
• Syndication &
Distribution
• Platforms
•
•
•
•
•
•
Stories
Translation
Reach
Listening
Engaging
Gatekeeper
The ROLE
http://totallyunrelatedrandomanddebatable.blogspot.com/
12
14. What is the purpose of
Marketing & Branding?
Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
“Retention and Loyalty are useless if
No Conversion is happening.”
Sergio Zyman
http://totallyunrelatedrandomanddebatable.blogspot.com/
14
15. 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.”
http://totallyunrelatedrandomanddebatable.blogspot.com/
15
16. 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
http://totallyunrelatedrandomanddebatable.blogspot.com/
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18. THE BUSINESS MODEL
The biggest impact
http://totallyunrelatedrandomanddebatable.blogspot.com/
19.
20.
21.
22. 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
Make what customers want
• “Fast Food”
• Prowls market for new
products
• Tests new products
for Cooking Times • Monitored field tests
*Adapted from: Businessweek , Februrary 5th 2007
http://totallyunrelatedrandomanddebatable.blogspot.com/
22
23. What is the Business Model?
•Google
•Tata Nano
Profit Model
USP
Market
Discipline
http://totallyunrelatedrandomanddebatable.blogspot.com/
23
24. Business Model: Profit Model
Revenue
Assets
Cash
Flow
Cost
Margin
http://totallyunrelatedrandomanddebatable.blogspot.com/
24
25. What is the Business Model?
USP
Profit Model
Market
Discipline
http://totallyunrelatedrandomanddebatable.blogspot.com/
25
26. Market Discipline
Product
Leadership
"A great deal!"
• Features,
Benefits
"Constantly renewing and creative"
• Limited
"Always on the leading edge"
Range
"They are the most innovative"
Operational
Excellence
Excellent/attractive price
Minimal acquisition cost and
hassle
• Cost
Lowest overall cost of
• Convenience
ownership
• firm"
"A no-hassles TCO
Convenience and speed
Customer
Intimacy
"Exactly what I need"
Customized products
Personalized communications
• Solutions
"They're very responsive"
• Preferential service and
Customization
• Breadth &
flexibility
Recommends what I need
Depth
"I'm very loyal to them"
Helps us to be a success
Reliable product and
service
http://totallyunrelatedrandomanddebatable.blogspot.com/
26
27. Market Discipline
"They are the most innovative"
Product
Leadership
•LV
"Constantly renewing and creative"
"Always on the leading edge"
•Air Asia
"A great deal!"
Operational
Excellence
Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed
•Ramly
Customer
Intimacy
"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
Reliable product and
service
http://totallyunrelatedrandomanddebatable.blogspot.com/
27
28. Alignment & Consistency:
Market Disciplines
Product Leadership
(best product)
Operational Excellence
(low cost producer)
Customer Intimacy
(best total solution)
Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995
http://totallyunrelatedrandomanddebatable.blogspot.com/
28
29. Alignment & Consistency:
Market Disciplines
Product Leadership
(best product)
Operational Excellence
(low cost producer)
Customer Intimacy
(best total solution)
Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995
http://totallyunrelatedrandomanddebatable.blogspot.com/
29
30. Alignment & Consistency:
Market Disciplines
Product Leadership
(best product)
Operational Excellence
(low cost producer)
Customer Intimacy
(best total solution)
Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995
http://totallyunrelatedrandomanddebatable.blogspot.com/
30
31. Alignment & Consistency:
Disciplines, Priorities, and KPIs
Operational
Excellence
•
Fast (on demand)
•
Simple
•
Responsive
•
Consistent
information for all
•
•
Management by
Fact
•
Easy to do
business with
Error free, reliable
•
Customer Intimacy
Competitive price
•
Product Leadership
New, state of the
art products or
services
Meet volatile
customer needs
•
Have it your way
(customization)
•
Fast concept-tocounter
•
Market segments
of one
•
Never satisfied obsolete own and
competitors'
products
•
Proactive, flexible
•
Relationship and
consultative
selling
Learning
organization
•
Cross selling
Transactional
•
Risk takers
•
•
•
'Once and Done'
•
http://totallyunrelatedrandomanddebatable.blogspot.com/
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33. Alignment & Consistency
Apple powerful Product Leadership
(best product)
products, premium
pricing, limited range
Acer super lean
cost structure,
aggressive pricing
Operational Excellence
(low cost producer)
Still Doing
well in
2009/2011
HP well-balanced
portfolio, mass
customization
Customer Intimacy
(best total solution)
http://totallyunrelatedrandomanddebatable.blogspot.com/
33
34. Market Disciplines: Hardware
Apple powerful
products, premium
pricing, limited range
‘Locals’ super
lean cost structure,
aggressive pricing
Operational Excellence
(low cost producer)
Product Leadership
(best product)
Still Doing
well in
20122013
Samsung wellbalanced portfolio,
mass customization
Customer Intimacy
(best total solution)
http://totallyunrelatedrandomanddebatable.blogspot.com/
34
35. Market Disciplines: Technology
Apple powerful
products, premium
pricing, limited range
Amazon super
lean cost structure,
aggressive pricing
Operational Excellence
(low cost producer)
Product Leadership
(best product)
Still Doing
well in
20122013
Google wellbalanced portfolio,
mass customization
Customer Intimacy
(best total solution)
http://totallyunrelatedrandomanddebatable.blogspot.com/
35
36. Alignment & Consistency:
Business Model
USP
Profit Model
Market
Discipline
http://totallyunrelatedrandomanddebatable.blogspot.com/
36
42. Market Penetration Overview
• “Crossing the Chasm”
1. Need to attract the
Early Adopter (willing
to try) group first via
neutral and niche
products
Resistant to taking up new
product (prefer ‘safe’ route)
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
http://totallyunrelatedrandomanddebatable.blogspot.com/
42
46. What does the Customer
want?
Product/Service Attributes
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Relationship
http://totallyunrelatedrandomanddebatable.blogspot.com/
Image
46
47. What does the Customer
want?
Operational Excellence: Quality and selection in
key categories with unbeatable prices
Product/Service Attributes
Price
√
Time
Quality
Relationship
Selection
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
√
http://totallyunrelatedrandomanddebatable.blogspot.com/
Image
Smart
Shopper
47
48. What does the Customer
want?
Product Leadership: Unique products and services
that push the standards
Product/Service Attributes
√
√
Time
Brand
Relationship
Function
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
√
http://totallyunrelatedrandomanddebatable.blogspot.com/
Image
Best
Product
48
49. What does the Customer
want?
Customer Intimacy: Personal service tailored to
produce results for customer and build long-term
relationships
Product/Service Attributes
√
Service
√
√
Relationship
√
* Treacy & Wiersema, The Discipline of Market Leaders, 1995
Relations
http://totallyunrelatedrandomanddebatable.blogspot.com/
Image
Trusted
Brand
49
50. Go-To-Market: Different Customers,
Different Methods
Self Reliant
Need Help
Seek
Change
Searchers
Collaborators
Seek
Stability
Streamliners
Delegators
http://totallyunrelatedrandomanddebatable.blogspot.com/
50
51. Go-To-Market: Different Customers,
Different Methods
Self Reliant
Seek
Change
Searchers
Seek
Stability
Streamliners
Need Help
Collaborators
•touch and feel
•‘first’ to know
•Talk to technicians/experts
•pros and cons, trends, lots
Delegators
of info
•Offer choices
•Online resource
•innovations, new stuff
http://totallyunrelatedrandomanddebatable.blogspot.com/
51
52. Go-To-Market: Different Customers,
Different Methods
Self Reliant
Seek
Change
Searchers
Seek
Stability
Streamliners
Need Help
•Minimize risk
•Standardization and
consistency (routines)
Collaborators
•Wants systems to follow
their habit
Delegators
http://totallyunrelatedrandomanddebatable.blogspot.com/
52
53. Go-To-Market: Different Customers,
Different Methods
Self Reliant
•Treats Store Personnel as
Seek
consultants
Searchers
•Pilot projects, process
Change
improvements
•Co-discover new
applications for existing
Seek
Streamliners
business/products
Stability
•Ongoing coaching and
value-added services
Need Help
Collaborators
Delegators
http://totallyunrelatedrandomanddebatable.blogspot.com/
53
54. Go-To-Market: Different Customers,
Different Methods
Self Reliant
Seek
Searchers
Change choices
•narrow
•Pre-package, pre-select
(default)
Seek
Streamliners
•Make it easier to renew
Stability to cancel
than
•Focus on a specialty
(niche)
•Honesty, reliability, Trust
Need Help
Collaborators
Delegators
http://totallyunrelatedrandomanddebatable.blogspot.com/
54
59. Marketing Mix Trends
1.
2.
3.
4.
5.
6.
7.
8.
Email is still the best tool
SEO (Google PageRank) is the key
Blogs increase SEO
Press Release with pictures
Event Marketing is powerful
Social Media budgets will 2X
Customer Testimonials
Visual and Video
http://totallyunrelatedrandomanddebatable.blogspot.com/
59
60. The Unfortunate World of Social Media
http://totallyunrelatedrandomanddebatable.blogspot.com/
60
61. Things to note about Social Media
• Social Media ≠ Sales Weapon
• Social Media ≠ Media Weapon
• Social Media ≠ Direct Marketing
There is no Silver Bullet
http://totallyunrelatedrandomanddebatable.blogspot.com/
61
62. So What’s the Use of Social Media?
http://totallyunrelatedrandomanddebatable.blogspot.com/
62
63. The Right Tools for the Job
Quality/Intensity of
Communication
Personal
(exp)
Personal
(info)
Mass Traditional, Inhome, Out-Of-Home
Impersonal
(info)
Mass Unconventional
Mass Online
Individual
Mass
Reach of Communication
http://totallyunrelatedrandomanddebatable.blogspot.com/
63
64. The Right Tools for the Job
Quality/Intensity of
Communication
Personal
(exp)
Mass Targeted
Conventional
Personal
(info)
Mass Targeted Online
E.g. Annual Reports,
Analyst Briefings, IR
Roadshows, IR Website
Impersonal
(info)
Individual
Mass
Reach of Communication
http://totallyunrelatedrandomanddebatable.blogspot.com/
64
65. The Right Tools for the Job
Quality/Intensity of
Communication
Personal
(exp)
Personal
(info)
Contests
One-on-One
Individual Targeted
Conventional
Individual Targeted
Online
Impersonal
(info)
Individual
Mass
Reach of Communication
http://totallyunrelatedrandomanddebatable.blogspot.com/
65
66. The Right Tools for the Job
Quality/Intensity of
Communication
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual
Mass
Reach of Communication
http://totallyunrelatedrandomanddebatable.blogspot.com/
66
69. 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?
http://totallyunrelatedrandomanddebatable.blogspot.com/
69
70. 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
http://totallyunrelatedrandomanddebatable.blogspot.com/
70
80. Gamification
SPARX
Developer: University of Auckland
http://www.springwise.com/health_wellbeing/virtual-roleplaying-game-helps-teenagers-deal-depression/
http://totallyunrelatedrandomanddebatable.blogspot.com/
80
84. 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.
http://totallyunrelatedrandomanddebatable.blogspot.com/
84
86. 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
http://totallyunrelatedrandomanddebatable.blogspot.com/
86
87. 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
http://totallyunrelatedrandomanddebatable.blogspot.com/
87
89. 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
http://totallyunrelatedrandomanddebatable.blogspot.com/
89
90. Thank You.
soft copy of slides:
http://totallyunrelatedrandomanddebatable.
blogspot.com/