Using Digital Content to Drive CRM Success
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This document discusses how digital content can drive CRM success. It provides 25 examples of great branded digital content from companies like Dollar Shave Club, The Rolling Stones, Intel, Kraft, Google, American Express, Whole Foods, and Burberry. The document explains that high-quality, branded content can make CRM more personal, memorable, responsive, help build the brand, and encourage sharing. Content engages customers and helps them form connections with the brand that they will remember.
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Using Digital Content to Drive CRM Success
- 1. Using Digital Content to Drive CRM Success Dan Rubin Meredith Xcelerated Marketing Director, Digital Strategy @dan_rubin_ny
- 2. 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
- 3. This Whole Talk Presupposes 1 Thing That content matters So, does it?
- 4. It Does to Citi, Puma, GM “What weus it was that shareable out how do we Descano, “We have found is like a publisher,” said Linda For to think about figuring content is something you to be professional about and quick to develop…We have reach out to an audience and be relevant and branded managing director, head of digital partnerships didn’t reallyCiti, at the Relevant content is key, while brings a content at different. DigidaycontentConference. be understand how much Brand we need to “This produce…But you tone and brand know how to create be paradigmsetting a better know we voice.” content to still shift, since we be ready for the interesting. People will self-select out regularly.” content, you advertising and collateralof digital marketing about RemiCarlioz, head and when you talk Jim Farley – Ford CMO. the consumer at the center. So it have forstep back and put to Puma. becomes less about product and more about the consumers.”
- 5. Background Questions W H AT I S WHAT IS THE CONTENT POINT ? OF CONTENT?
- 6. Content is… Education | Instruction | Tools | Entertainment | Connections | Opinion That manifests itself across channels 6
- 7. BRAND CONTENT CONTENT SERVES A BRAND
- 8. What is a Brand?
- 9. A brand is a …and is defined promise from an BRAND by the stories organization… CONTENT people tell about it CONTENT SERVES A BRAND DEFINES
- 10. But People Have to REMEMBER THE CONTENT
- 13. Content enables brands to go from “Bakers” to “bakers” Why? Because people remember “b” bakers not “B” Bakers
- 14. How does a brand go from Baker to baker? Through High-Quality, Branded Content
- 15. 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
- 18. 25 Examples of Great Branded Digital Content
- 19. 1. Dollar Shave Club http://www.youtube.com/watch?v=ZUG9qYTJMsI Why it’s great content: memorable
- 20. 1. Dollar Shave Club Why it’s great content: memorable
- 21. 2. The Rolling Stones; Lego Why it’s great content: a brand builder
- 22. 3. Arcade Fire Why it’s great content: personal
- 23. 4. Intel Why it’s great content: personal
- 24. 5. Gerber Why it’s great content: a brand builder
- 25. 6. Kraft Why it’s great content: shareable
- 26. 7. Pizza Express Images on Images off Source: Responsys Why it’s great content: personal & memorable
- 27. 8. JC Penney Source: Responsys Why it’s great content: responsive
- 28. 9. Google Re:brief for Coke Why it’s great content: a brand builder & shareable
- 29. 10. Phish Why it’s great content: responsive
- 30. 11. Diageo: The Wine Bar Why it’s great content: memorable
- 31. 12. Harley Davidson Why it’s great content: a brand builder
- 32. 13. American Express Why it’s great content: personal & shareable
- 33. 14. Whole Foods Why it’s great content: personal (local content is always great )
- 34. 15. Zappos Why it’s great content: responsive
- 35. 16. Jetblue Why it’s great content: memorable
- 36. 17. Nature Valley Why it’s great content: a brand builder
- 37. 18. Ikea Why it’s great content: memorable
- 38. 19. Tickemaster Why it’s great content: personal
- 39. 20. Red Tomato Source: trendwatching.com Why it’s great content: memorable
- 40. 21. Marks & Spencer Source: trendwatching.com Why it’s great content: memorable
- 41. 22. Babolat Source: trendwatching.com Why it’s great content: a brand builder
- 42. 23. autoTRADER Source: trendwatching.com Why it’s great content: personal
- 43. 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 Why it’s great content: personal
- 44. 25. Burberry Why it’s great content: a brand builder
- 45. 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
- 46. Thanks… And Make Great Content Dan Rubin Meredith Xcelerated Marketing Director, Digital Strategy @dan_rubin_ny