1. Tristan Lavender | Deloitte Netherlands
Content Marketing Conference Europe | Antwerp, June 10
How to create a content-driven
and customer-centric company culture
and customer-centric company culture

2. Opening slide
Mark. Jan. Robyn.
The story of

3. Mark.

4. Jan.

5. Robyn.

9. Opening slideThe plot thickens…

10. Annika.

12. “This is great!!
We need to generate more awareness
for this within Deloitte!”
From: Annika Sponselee
Received: February 18, 2014

13. Training the team.

14. Opening slide
And they blogged
happily ever after…

15. Opening slideThe Big Cultural Shift.

16. Command and control.
Conversations.

17. Planned over the long term.
Real-time.

18. Content. Media. Tools.
People

19. Opening slide
Why focus on people?
1. It’s what
your customers want.

20. What global B2B brands communicate about
What B2B buyers value in a brand
Source: McKinsey, 2013
Honest, open dialogue
High level of specialist expertise
Fits with my beliefs and values
Corporate social responsibility
Shapes the direction of the market
Innovation
Global reach

21. What global B2B brands communicate about
What B2B buyers value in a brand
Source: McKinsey, 2013
Honest, open dialogue
High level of specialist expertise
Fits with my beliefs and values
Corporate social responsibility
Shapes the direction of the market
Innovation
Global reach
I don’t give a f*ck.

22. Who do you trust most as a source of information?
Company’s CEO
Company’s employee
Activist consumer
Academic
Media spokesperson
Source: Edelman Trust Barometer, 2013
27%
36%
25%
21%
16%

23. Opening slide
Why focus on people?
2. It’s what
a cultural shift demands.

24. Opening slide
Focus on
the right people.

25. Create content for a human being
Q&A

26. Opening slide
Six keys to
cultural change.

27. 1. Make your employees proud.
(In English)
Great gift!!! Thanks!!
#bloggerofthemonth
#deloitte

28. 2. Use data to educate employees.

29. 3. Create role models high up.

30. 4. Don’t talk marketing. Talk business.

31. 5. Focus on people’s strengths.

32. 

 
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6. Use channels they are familiar with.
(In English)
Share these new
articles in your
network!

33. Opening slideBringing it all
together: a recent case

34. (In English)
A data analysis of our country
Healthcare Education Job market Real estate Fraud

35. Amplify your content.

36. Have your employees engage.

37. 
Invite your employees to share

38. (In English)
Dear colleague,
today we launch
‘State of the State’,
a data analysis of our
country. Check out
www.stateofthestate.nl
Hans van Vliet
Generate awareness for content.

41. Engage employees in content creation.

42. Bring the online and offline together.

44. Opening slide
Thank you!

45. Feel free to connect or drop a line
nl.linkedin.com/in/tristanlavender/
@tristanlavender
tristanlavender@gmail.com