content + social. it’s what’s inside that counts - presented by baron manett, ariad...
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Content + Social It’s what’s inside that counts Baron Manett Ariad Communications @bstat @ariadcomm
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HEY CONTENT MARKETEER…. ARE YOU LOST!?
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#1 Demonstrate how to engage with the brand.
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#2 Provide real value to your customers’ lives.
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CONTENT ≠ COPY
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CONTENT ≠ MESSAGING
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CONTENT ≠ MEDIA
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SORRY, BUT... WE CAN’T BORE, MANIPULATE, OR BUY OUR WAY TO INTO OUR AUDIENCES’ LIVES
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CONTENT IS... THE ESSENCE AND THE SUBSTANCE OF YOUR BRAND’S CONVERSATION WITH YOUR AUDIENCE.
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CONTENT + SOCIAL
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“The path we offer may be harder, but it leads to a better place.”
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CUSTOMER JOURNEY MAPPING
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Why the customer journey?
• Customer experience matters like never before.
• More complex: multichannel, multi-device, mobile.
• Consumers are demanding more bespoke, personalized and social interactions.
• Forces us to create content that truly serves customers’ needs.
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Let’s consider… First time homebuyers
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#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi- channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
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First time homebuyers
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Attracted to rate
or offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
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#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi- channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
@bstat
First time homebuyers
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Attracted to rate
or offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
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#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi- channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
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First time homebuyers
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Attracted to rate or
offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
*for illustration purposes only
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#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi- channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
@bstat
First time homebuyers
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Attracted to rate or
offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
*for illustration purposes only
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First time homebuyers
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
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#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi- channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
@bstat
First time homebuyers
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
@bstat
First time homebuyers
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
@bstat
First time homebuyers
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
What is the opportunity for content here? Information and advice about financing options, including calculators.
@bstat
First time homebuyers
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
What is the opportunity for content here? Information and advice about financing options, including calculators. What’s different? Buyers are more confident, have a specific house in mind, are less concerned about rate, are out of home often but are mobile savvy, and may buy soon.
@bstat
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
What is the opportunity for content here? Information and advice about financing options, including calculators. What’s different? Buyers are more confident, have a specific house in mind, are less concerned about rate, are out of home often but are mobile savvy, and may buy soon.
First time homebuyers
@bstat
First time homebuyers
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START HOME SEARCH
GET PRE APPROV.
HOME SEARCH
REQUEST HIGHER AMOUNT
EDUCATE RE HOME BUYING
FIND DREAM HOUSE
EVALUATE
OPTIONS BUY HOUSE
CLOSE MORT-GAGE
IN BRANCH
OUT OF HOME
WEB SITE
REALTOR OFFICE
AT HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
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#1 Map your current understanding.
#2 Insights from the front line.
#3 Add customer research.
#4 Map multi- channel journey.
#5 Identify content opportunities
#6 Content strategy, plan, execution.
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Our young customers are on a home buying journey, starting out fearful and knowing little about real estate or home financing.
As they shop for a home and get pre-approved they grow in knowledge and confidence and their needs for information and
advice move from the general to the specific – “does my income, with this mortgage, allow me to buy this home?
During this journey, they are frequently on the move, dealing with different professionals and interacting both online and offline. In the end, the mortgage that has the right features (not the
lowest rate) will win them over.
First time homebuyers
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Our Content Strategy
Our brand will engage with first time homebuyers by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate information with financing education. To ensure they can access
this resource when they need it, we will provide it on the web and through a mobile/tablet app. They will be able to customize
it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
First time homebuyers
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Tools for planning + implementation
• Content audits
• Content ecosystem
• Editorial platform
• Content planning documents
• Site map and wireframe recommendations
• Taxonomy and metadata
• SEO recommendations
• Governance models
• Social community policy and guidelines
• Community moderation plans
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First time homebuyers
BRAND essence
personality voice
TYPE OF CONTENT
DISPLAY CHANNEL
GOVERNANCE & IMPLEMENTATION
TECHNOLOGY ENABLERS
EDITORIAL educate to action
MARKETING COPY
persuade to action
SOCIAL CONTENT empower to action
PRINT newsletter
guides
ONLINE e-newsletter web articles
PRINT collateral
EDITORIAL PLATFORM
ANNUAL EDITORIAL CALENDAR
EDITORIAL SYTLE GUIDE
FEEDS AGGREGATORS
3RD PARTY SERVICES
DOCUMENT DATABASE
(output)
ONLINE web copy
ONLINE STANDARDS
ANALYTICS web, search, social search,
recos
CURATION user flow,
nurture paths
CONTENT DATABASE
(input)
CONTENT MANAGEMENT
SYSTEM
ONLINE profiles postings forums
COMMUNITY POLICIES
contributors bloggers
DYNAMIC CONTENT
TECHNOLOGY
SOCIAL PLATFORMS
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It all comes together...
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THE HOLY GRAIL IS THE RIGHT CONTENT IN THE RIGHT PLACE AT THE RIGHT TIME
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First time homebuyers
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Commonwealth Bank’s results
marketing ROI = 109%2
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In the first 24 weeks1
117,000 app downloads
450,000 user sessions
1.2 million property searches
In the first year2
212,000 app downloads
1% of total mortgage origination comes
from the app
1. Ikon Communications, Apr 2011; 2. Forrester Research, Nov 2011
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OUT
COPY
CAMPAIGNS
LAUNCH
MESSAGING
REPURPOSE
CHANNELS
COMMODITY
Let’s change our mindset
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IN
CONTENT
PROGRAMS
LONGEVITY
ENGAGEMENT
NIMBLE
JOURNEYS
ASSET
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“The path we offer may be harder, but it leads to a better place.”
Thank you. ariad.ca/ideas ariad.ca @ariadcomm Baron Manett, SVP, Ariad Communications [email protected] @bstat