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BRANDS AS PUBLISHERS
WELCOME
@OLIVER_Agency
#BrandsAsPublishers
THE CURRENT STATE OF
CONTENT MARKETING
DWAIN THOMAS
HEAD OF DIGITAL STRATEGY
@dwainthomas
THE CURRENT STATE OF
CONTENT MARKETING
Content marketing has famously been
described as "all the marketing that is left"
b...
TRENDS IN DIGITAL STRATEGY
TRENDS IN CONTENT
The customer relationship is
more complicated than ever.
The idea of the customer, conversation, and
com...
DEFINING GOALS
TIPS AND TECHNIQUES
Twisting but promising road ahead
Companies like Marriott are creating in-house content studios.
Blue-...
INVESTMENT AND MUST HAVE’S
What’s clear is that unique, impactful, differentiating, content-driven experiences are becomin...
BRANDS AS PUBLISHERS
CARINA JEPPESEN
CONTENT MARKETING MANAGER
@carina_claire
EXAMPLES OF BRANDS WHO
ARE PUBLISHERS
IT DOESN’T NEED
TO TAKE A CENTURY…
JAMIE OLIVER DID IT IN
JUST 2 YEARS.
BRANDS AS PUBLISHERS
Learn more here:
www.oliver.agency/brands-as-publishers
Oliver Breakfast Briefing
The Post Office
Pete Markey
Chief Marketing Officer
November 2015
18
What is your perception of the Post Office?
19
Does it conjure up images like this?
20
So how big a job do we have?
The Post Office by numbers
22
We have huge scale and reach
22
• 17-18m customers visit our branches every week
• 45m online visits per year
• 3m pass...
23
Lots of customer touch points
24
We’re in the middle of the biggest retail transformation in
the UK
25
Transforming our branches
26
Changing perceptions through the lens of brand
We have a customer brand promise to
provide focus and direction
We tested a number ofpotential positionings using neurosci...
28
Our brand pillars for producing great content
Purposeful
To create a sense of satisfaction - that we are helping you ge...
29
Our new content guidelines
30
Putting the guidelines into action
We’ve launched a new site inline with
life stage needs
Our new website highlights the depth and
breadth of what we do
33
We are creating richer content now to engage our
customers more…
We’re constantly listening
We have started using Lithium which is a customer service tool
which allows us to see different...
35
36
Listening and adding value to the conversation…
Last Posting Dates Gift Wrapping Ideas
37
We’re getting our message out first
Tweet drove
7000
website
visits
1000+
shares
…tapping into culturally
relevant conv...
38
…and also tapping into the nations love for dogs!
200+ dog
photos
submitted in
24 hours
39
Showing we
care, by
proactively
checking up on
customers
Being positively
surprising at
the right
moments
Having a 1-2-...
40
This is just the start…
- The Post Office is on a journey
- We have a fantastic opportunity as a trusted brand and mult...
HOW NOT TO BE DIGITAL
LANDFILL
Alex Naylor
Director, Marketing communications,
planning and development
Barclaycard
sensis annual social media report 2015
HAVE A PURPOSE
CONTRIBUTE TO CULTURE
INTEGRATE. INTEGRATE. INTEGRATE.
THANKYOU
BRANDS AS PUBLISHERS
Learn more here:
www.oliver.agency/brands-as-publishers
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
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Brands as Publishers - OLIVER's Breakfast Briefing

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OLIVER's breakfast briefing held on the 3rd November covered some of the latest trends in content, including brands adopting publishing models. Speakers Peter Markey from Post Office and Alex Naylor from Barclaycard shared their tips and knowledge around what works in content marketing.

Learn more about our latest report "Brands as Publishers" here: www.oliver.agency/brands-as-publishers

Published in: Marketing
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Brands as Publishers - OLIVER's Breakfast Briefing

  1. 1. BRANDS AS PUBLISHERS WELCOME @OLIVER_Agency #BrandsAsPublishers
  2. 2. THE CURRENT STATE OF CONTENT MARKETING DWAIN THOMAS HEAD OF DIGITAL STRATEGY @dwainthomas
  3. 3. THE CURRENT STATE OF CONTENT MARKETING Content marketing has famously been described as "all the marketing that is left" by Seth Godin And with almost all businesses now investing in this area, how can you make sure your content not only stands out from the crowd, but adds to your business strategy?
  4. 4. TRENDS IN DIGITAL STRATEGY
  5. 5. TRENDS IN CONTENT The customer relationship is more complicated than ever. The idea of the customer, conversation, and community is changing. Social media is evolving from an earned media process to a paid media strategy. Owned media is the differentiator, but it seems to have the biggest cultural roadblocks.
  6. 6. DEFINING GOALS
  7. 7. TIPS AND TECHNIQUES Twisting but promising road ahead Companies like Marriott are creating in-house content studios. Blue-chip companies like GE are creating television series and long-form content as part of their brand strategies. Brands like Starbucks are partnering with well-heeled journalists to run content initiatives. Credit-card companies like Capital One are acquiring user- experience and content-creation agencies to make digital customer-experience design an in-house competency. Publishers like The New York Times, The Wall Street Journal, The Guardian, and Condé Nast have launched content-creation agencies to help other brands develop quality content. Change is really happening. And simultaneously, the complexity of marketing is growing every day:
  8. 8. INVESTMENT AND MUST HAVE’S What’s clear is that unique, impactful, differentiating, content-driven experiences are becoming as important as product development itself.
  9. 9. BRANDS AS PUBLISHERS CARINA JEPPESEN CONTENT MARKETING MANAGER @carina_claire
  10. 10. EXAMPLES OF BRANDS WHO ARE PUBLISHERS
  11. 11. IT DOESN’T NEED TO TAKE A CENTURY…
  12. 12. JAMIE OLIVER DID IT IN JUST 2 YEARS.
  13. 13. BRANDS AS PUBLISHERS Learn more here: www.oliver.agency/brands-as-publishers
  14. 14. Oliver Breakfast Briefing The Post Office Pete Markey Chief Marketing Officer November 2015
  15. 15. 18 What is your perception of the Post Office?
  16. 16. 19 Does it conjure up images like this?
  17. 17. 20 So how big a job do we have?
  18. 18. The Post Office by numbers
  19. 19. 22 We have huge scale and reach 22 • 17-18m customers visit our branches every week • 45m online visits per year • 3m passport renewals per year • 132 products we can sell… but our 4m ‘active’ customers have average product holding of 1.2 • 2nd most trusted UK brand
  20. 20. 23 Lots of customer touch points
  21. 21. 24 We’re in the middle of the biggest retail transformation in the UK
  22. 22. 25 Transforming our branches
  23. 23. 26 Changing perceptions through the lens of brand
  24. 24. We have a customer brand promise to provide focus and direction We tested a number ofpotential positionings using neuroscientific research (capturing memory encoding, attention, engagement, emotional intensity andapproach/withdrawal) The findings: Post Office is a facilitator – it helps you get all those important things on your‘To Do’ listsorted CONSISTENCYCONVENIENCE COMFORTCONFIDENCE We help you get the important things in life done There’s nothing that beats the buzz of achieving the important stuff in your life (your dream home, a new business, even a holiday!). And yet, accomplishing the important stuff in life can be fraught with complexity, which costs time, effort and stress The Post Office is the home of the important stuff in life. We’re here to help you sort it simply, quickly and easily The Post Office. We help you get the important things in life done Simple but universally recognised truth Brand Truth Customer promise
  25. 25. 28 Our brand pillars for producing great content Purposeful To create a sense of satisfaction - that we are helping you get your important things done Uplifting To give you a smile – to make you like the brand Surprising To make you take a second look – to make you reappraise the brand
  26. 26. 29 Our new content guidelines
  27. 27. 30 Putting the guidelines into action
  28. 28. We’ve launched a new site inline with life stage needs
  29. 29. Our new website highlights the depth and breadth of what we do
  30. 30. 33 We are creating richer content now to engage our customers more…
  31. 31. We’re constantly listening We have started using Lithium which is a customer service tool which allows us to see different streams of customer questions by product area, ensuring we can react speedily and appropriately to our customers. A buzz monitoring tool which allows us to get realtime customer insight as well as social monitoring. We use it to help plan campaigns, obtaining social insights, run activity reacting to the moment and measure the impact of a campaign post activity.
  32. 32. 35
  33. 33. 36 Listening and adding value to the conversation… Last Posting Dates Gift Wrapping Ideas
  34. 34. 37 We’re getting our message out first Tweet drove 7000 website visits 1000+ shares …tapping into culturally relevant conversations …being first to market to break news of key changes affecting our customers
  35. 35. 38 …and also tapping into the nations love for dogs! 200+ dog photos submitted in 24 hours
  36. 36. 39 Showing we care, by proactively checking up on customers Being positively surprising at the right moments Having a 1-2-1 connection with customers in a way that cannot be achieved via traditional formats
  37. 37. 40 This is just the start… - The Post Office is on a journey - We have a fantastic opportunity as a trusted brand and multiple customer touch points to build a stronger relationship with our customers - Our customer brand promise helps provide direction for business change and our go forward digital & data strategy - Having a clear tone of voice and compelling and engaging content is key to our future success - There is opportunity to do more…
  38. 38. HOW NOT TO BE DIGITAL LANDFILL Alex Naylor Director, Marketing communications, planning and development Barclaycard
  39. 39. sensis annual social media report 2015
  40. 40. HAVE A PURPOSE CONTRIBUTE TO CULTURE INTEGRATE. INTEGRATE. INTEGRATE.
  41. 41. THANKYOU
  42. 42. BRANDS AS PUBLISHERS Learn more here: www.oliver.agency/brands-as-publishers

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