Turbo charging your creative marketing assets for global engagement

2. Introduce myself
Set the scene
The approach
Few results
Summary

4.  Wolters Kluwer’s 180-years old, with a portfolio represent thousands of
customers worldwide including 93% of the Fortune 500 companies.
 Wolters Kluwer helps customers make better decisions, which can help
save lives, improve the way they do business, and shape a more
transparent, just and safe society.
 Doctors, Lawyers, CFOs, students..

6.  Setting the scene – Strategic initiatives
 Product launches
 Relaunches
 Campaigns
 Conferences
 Product development
 Sales enablement
 Customer service

7.  Setting the scene – Goals
 Earned media
 Global Engagement
 Revenue goals
 Lead generation
 Employee engagement
 Sentiment analysis
 MVP status
 Transforming client/customer success

8.  Setting the scene - Where I’m going with
this..
 Number of marketing content assets – Whitepapers, research
reports, social media ads, infographics..
 More expensive – but can be the more successful drivers
 Visually compelling experiences - Video & webinar

9. Title of presentation

10.  Setting the scene - Where I’m going with
this..
 Visually compelling experiences:
 Expensive
 Slowly realized
 Challenging to drive ROI

11.  The Approach – Example
 Product relaunch
 Kluwer IP Law

12.  The Approach – Example

13.  The Approach – Example

14.  The Approach – Strategic goals
 Global engagement (new adjancies & geographies)
 Transform customer success
 Drive positive employee engagement
 Strong ROI

16.  The Approach – Milestone delivery
 2 weeks..

17.  The Approach – “What were the results”
Global engagement – 1.5 million impressions (6 months post
campaign launch)
Reached 7 new key territories
Outperformed key competitors in all of Wolters Kluwer’s key
global sectors – Doctors, Lawyers, CFOs
Nominated for an internal global innovation award for all that
& employee engagement
And more recently a Legal Week Innovation Award

18.  The Approach – “Ideas”
 Global engagement (new adjancies & geographies)
 Transfom customer success
 Drive positve employee engagement
 Strong ROI
Idea 1:
 Interview a lawyer – top thought leaders for the day x 3
 Repurpose content from that interview
 Via digital channels
 3 days off-site

19.  The Approach – “Ideas”
 Budget – $20k
 Global engagement (new adjancies & geographies) - YES
 Transform customer success - NO
 Drive positive employee engagement - MAYBE
 Strong ROI – NOT REALLY
Idea 1:
 Interview a lawyer – top thought leaders for the day x 3
 Repurpose content from that interview
 Via digital channels
 3 days off-site

20.  The Approach – “Ideas”
Idea 2:
 Interview a Lawyer & partner – top thought leader & customers
 Interview 2 x partners – top thoughts leaders: 2 different
Global Law firms
 Leverage product & sales managers for sales enablement:
Wolters Kluwer
 Repurpose the content
 Via digital channels
 2 days

21.  The Approach – “Ideas”
 Budget – $20k
 Global engagement (new adjancies & geographies) - YES
 Transfom customer success - YES
 Drive positive employee engagement - YES
 Strong ROI – YES

22.  The Approach
 Agile Producer mentality:
 Strategic level
 Executive level
 Management level
 Execution level

24.  The Approach – Strategic goals
 Global engagement (new adjancies & geographies)
 Transform customer success
 Drive positive employee engagement
 Strong ROI

25.  Global Engagement (new adjancies &
geographies)
Global engagement – 1.5 million impressions (6 months post
campaign launch)
Reached 7 new key territories
Outperformed key competitors in all of Wolters Kluwer’s key
global sectors – Doctors, Lawyers, CFOs
Nominated for an internal global innovation award for all that
& employee engagement

26. Fit for the Future: Global Innovation Award
Submission
26
Legal & Regulatory U.S: Digital Content Marketing Transformation – Kluwer IP Law
[Idea Name]
Legal & Regulatory US: Digital Video Transformation
[Idea Name]
2/. Transforming client success = across campaigns
“With over 100k views worldwide, media outlets have contacted me for
comments on Geoblocking, ecommerce & Brexit” -
Matt Evans – Partner, Jones Day
“We are truly proud of the end product and have received substantial
positive feedback from the academic & practitioner community” –
Patricia Shaughnessy - Associate Professor, Stockholm University
”We have been quite overwhelmed by the response to the video
produced by Ben and his team. It’s a terrific tool to explain a complex
topic in 3 minutes and we use it all the time as we build the global crowd
for The Stockholm Treaty Lab.” –
Annette Magnusson – Secretary General, Stockholm Chamber of
Commerce
[Idea Name]
1/. Extending into adjacencies & new geographies:
3/. Digital Video Sales tool: Repurposed across digital
channels driving economies of scale, ROI, customer centricity &
client value (click on hyperlink above)
4/. Digital video attribution dashboards:
(click on hyperlinks)
Social media marketing & digital ad example
Digital video attribution
5/. Examples: (click on hyperlinks)
Brand & employee engagement
WK Thought Leadership & client value
Product development
(next slide – Wolters Kluwer verticals & competitor benchmarks)

27. Fit for the
Future:
Innovation
27
Legal & Regulatory US: Digital Video Transformation
[Idea Name]
Legal & Regulatory
U.S: Digital Video
Transformation
6/. Wolters Kluwer
verticals & competitor
benchmarks:
- Industry leading global
engagement
- Unique & innovative
model to Wolters Kluwer
- Key metric: Average
views per digital video >
Customer & prospect
engagement relevance

28. Multi-channel attribution dashboarding:28

29. Multi-channel attribution dashboarding:29

30. Digital v
Title of presentation
30
o Currently

31. Digital v
Title of presentation
31
o Currently

32. Digital v
Title of presentation
32
o Currently

33. Digital v
Title of presentation
33
o Currently

34. 34

35. Title of presentation
35

36.  Drive positive employee engagement

37.  Drive positive employee engagement

38. Strong ROI – via economies of scale & repurposing
Title of presentation
38
Repurposed for conferences, digital
advertising, social media marketing, email
campaigngs, PR, internal & external
strategic communications.

39.  The Approach - Summary
 Save time – out of the office for
employees
 Less time required from key
partners, thought leaders,
customers, advocates, influencers –
ROI on their time
 Mulitple marketing content assets –
repurposed, re-used & amplified
across multiple online & offline
channels

40.  The Approach - Summary
 Unlock creativity – involving
multiple internal & external
stakeholders
 Shows your employees are human
beings with knowledge, empathy
 Build loyalty, trust & advocacy

41. 41
 Visually compelling & a reason to spend
time on it

42. 42
 If successful customer experience - positive
direct & indirect impact on ROI

43. 43
 ..give your business a competitive advantage

44. 44
 Thank you…