content ideas and development (stories from the bottom up)

Content Ideas And Development

(Stories From The Bottom Up) Case Study, Concepts, and Debatable Ideas

Kenny Ong

Unilever Network Malaysia & Singapore

http://totallyunrelatedrandomanddebatable.blogspot.com/

Updated Version 2015

2 http://totallyunrelatedrandomanddebatable.blogspot.com/

Branding today…

13th April 2009

•Two Domino’s employees

•YouTube

•Apology from Domino’s after

48 hours

•1 million hits

•Twitter: questions on silence

•LinkedIn: suggestions by users

in forum

BusinessWeek, May 4, 2009



Domino’s GPS Tracker



€50 Billion

Worldwide sales in 2011

2 billion people

Use Unilever’s products Each day worldwide

400 Brands

Sold in 180 countries

167,000 employees

Work for Unilever

130 YEARS & STILL GROWING



Agenda

Business

Channel Target

CONTENT


THE REAL GOAL OF

MARKETING AND BRANDING Understanding our role in the whole scheme of things



What is the purpose of

Marketing & Branding?

Ultimate Objective of Marketing:

“Get more people, to buy more

things, more frequently, at higher

prices.”

Sergio Zyman

“Retention and Loyalty are useless if

No Conversion is happening.”





“Retention and Loyalty are useless if

No Conversion is happening.”

“Communication is useless if No

Conversion is happening.”



What is the Objective?

1.Comm = Relationship (something like

Dating)

2.Comm ≠ Media glitz

3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL

4.Comm ≠ CSR

5.Comm ≠ Social Media

6.Comm = Get more people, to buy

more, more frequently, at higher prices



Agenda

Business

Channel Target

Content


THE BUSINESS MODEL The biggest impact



The McPlaybook*

Make it easy to eat

• 50% drive-thru

• Meals held in one

hand

Make it easy to prepare

• High Turnover

• Tasks simple to learn

& repeat

Make it quick

• “Fast Food”

• Tests new products

for Cooking Times

Make what customers want

• Prowls market for new

products

• Monitored field tests

*Adapted from: Businessweek , Februrary 5th 2007



What is the Business Model?

USP

Market

Discipline Profit Model

•Google

•Tata Nano




USP

Market




Business Model: USP

Unique Selling Proposition (USP)

=

Targeted Customer

=

Core Buying Purpose/ Customer Value

Proposition/ Job To Be Done (JBTD)


http://www.quiklinks.net/quiklinks/rolex.png

http://www.aladream25.com/wp-content/uploads/2009/02/coca-cola-logo.jpg

http://dogtagbrands.files.wordpress.com/2009/03/pepsi_logo.jpg

http://www.homotron.net/images/homotron/louis-vuitton-watercolor-papillon-frame.jpg


Business Model: USP

“The Product is Not the Product”

• What is the customer really buying?

• What is the “Core Buying Purpose”?



Business Model: Profit Model

Revenue

Cost

Margin Cash

Flow

Assets




USP

Market




Market Discipline

"They are the most innovative"

"Constantly renewing and creative"

"Always on the leading edge"

"A great deal!"

Excellent/attractive price

Minimal acquisition cost and hassle

Lowest overall cost of ownership

"A no-hassles firm"

Convenience and speed

Reliable product and service

"Exactly what I need"

Customized products

Personalized communications

"They're very responsive"

Preferential service and

flexibility

Recommends what I need

"I'm very loyal to them"

Helps us to be a success

Product Leadership

Operational Excellence

Customer Intimacy

• Cost

• Convenience

• TCO

• Features,

Benefits

• Limited

Range

• Solutions

• Customization

• Breadth &

Depth



Market Discipline

"They are the most innovative"

"Constantly renewing and creative"

"Always on the leading edge"

"A great deal!"

Excellent/attractive price

Minimal acquisition cost and hassle

Lowest overall cost of ownership

"A no-hassles firm"

Convenience and speed

Reliable product and service

"Exactly what I need"

Customized products

Personalized communications

"They're very responsive"

Preferential service and

flexibility

Recommends what I need

"I'm very loyal to them"

Helps us to be a success

Product Leadership


Customer Intimacy •ULCC

•LV

•Ramly




(low cost producer)

Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995

Product Leadership

(best product)

Customer Intimacy

(best total solution)

Alignment & Consistency:

Market Disciplines




(low cost producer)


Product Leadership

(best product)

Customer Intimacy



Market Disciplines



Operational

Excellence

• Competitive price

• Error free, reliable

• Fast (on demand)

• Simple

• Responsive

• Consistent

information for all

• Transactional

• 'Once and Done'

Customer Intimacy

• Management by

Fact

• Easy to do

business with

• Have it your way

(customization)

• Market segments

of one

• Proactive, flexible

• Relationship and

consultative

selling

• Cross selling

Product Leadership

• New, state of the

art products or

services

• Risk takers

• Meet volatile

customer needs

• Fast concept-to-

counter

• Never satisfied -

obsolete own and

competitors'

products

• Learning

organization


Disciplines, Priorities, and KPIs




(low cost producer)

Product Leadership

(best product)

Customer Intimacy


Alignment & Consistency




(low cost producer)

Product Leadership

(best product)

Customer Intimacy


Alignment & Consistency

HP well-balanced

portfolio, mass

customization

Acer super lean

cost structure,

aggressive pricing

Apple powerful

products, premium

pricing, limited range

Still Doing

well in

2009/2011




(low cost producer)

Product Leadership

(best product)

Customer Intimacy


Market Disciplines: Hardware

Samsung well-

balanced portfolio,

mass customization

‘Locals’ super

lean cost structure,

aggressive pricing

Apple powerful

products, premium


Still Doing

well in

2012-

2013




(low cost producer)

Product Leadership

(best product)

Customer Intimacy


Market Disciplines: Technology

Google well-

balanced portfolio,

mass customization

Amazon super

lean cost structure,

aggressive pricing

Apple powerful

products, premium


Still Doing

well in

2012-

2013




Business Model

USP

Market




Agenda

Business

Channel Target

Content


UNDERSTANDING THE TARGET The power of targeted communications



Understanding the Target



Target: Decision Chain

Influencer

Buyer

User

Again: different type,

different strategy



Market Penetration Overview

• “Crossing the Chasm”

Resistant to taking up new product (prefer ‘safe’ route)

1. Need to attract the Early Adopter (willing to try) group first via neutral and niche products

2. The Mass market will follow once they see early adopters joining

3. If company does not innovate or has weak retention plans, customers will leave


Men vs. Women: Getting Dressed

Men vs. Women


Content for WHO?

Age

Gender

Location

Language

Interests



What does the Customer

want?

* Treacy & Wiersema, The Discipline of Market Leaders, 1995

Product/Service Attributes Relationship Image




want?


Product/Service Attributes

Price

Quality

Time

Selection

√

√

Smart Shopper

Relationship Image

Operational Excellence: Quality and selection in key categories with unbeatable prices




want?



√

Brand

Time

Function

√

√

Best Product

Relationship Image

Product Leadership: Unique products and services that push the standards




want?



√

√

√

√

Service Trusted Brand

Relationship Image

Customer Intimacy: Personal service tailored to produce results for customer and build long-term relationships

Relations



Go-To-Market: Different Customers,

Different Methods

Self Reliant Need Help

Seek

Change

Seek

Stability

Searchers Collaborators

Streamliners Delegators




Different Methods


Seek

Change

Seek

Stability



•touch and feel

•‘first’ to know

•Talk to technicians/experts

•pros and cons, trends, lots

of info

•Offer choices

•Online resource

•innovations, new stuff




Different Methods


Seek

Change

Seek

Stability



•Minimize risk

•Standardization and

consistency (routines)

•Wants systems to follow

their habit




Different Methods


Seek

Change

Seek

Stability



•Treats Store Personnel as

consultants

•Pilot projects, process

improvements

•Co-discover new

applications for existing

business/products

•Ongoing coaching and

value-added services




Different Methods


Seek

Change

Seek

Stability



•narrow choices

•Pre-package, pre-select

(default)

•Make it easier to renew

than to cancel

•Focus on a specialty

(niche)

•Honesty, reliability, Trust



Agenda

Business

Channel Target

Content


RIGHT TOOLS, RIGHT TIME,

THE RIGHT AUDIENCE The power of targeted communications



Marketing Mix Trends




1. Email is still the best tool

2. SEO (Google PageRank) is the key

3. Blogs increase SEO

4. Press Release with pictures

5. Event Marketing is powerful

6. Social Media budgets will 2X

7. Customer Testimonials

8. Visual and Video



The Unfortunate World of Social Media



Things to note about Social Media

• Social Media ≠ Sales Weapon

• Social Media ≠ Media Weapon

• Social Media ≠ Direct Marketing

There is no Silver Bullet



So What’s the Use of Social Media?



The Right Tools for the Job

Reach of Communication

Qualit

y/I

nte

nsity o

f

Com

mu

nic

ation

Personal

(exp)

Personal

(info)

Impersonal

(info)

Individual Mass

Mass Traditional, In-

home, Out-Of-Home

Mass Unconventional

Mass Online





Qualit

y/I

nte

nsity o

f

Com

mu

nic

ation

Personal

(exp)

Personal

(info)

Impersonal

(info)

Individual Mass

Mass Targeted

Conventional

Mass Targeted Online

E.g. Annual Reports,

Analyst Briefings, IR

Roadshows, IR Website





Qualit

y/I

nte

nsity o

f

Com

mu

nic

ation

Personal

(exp)

Personal

(info)

Impersonal

(info)

Individual Mass

Individual Targeted

Conventional

Individual Targeted

Online

Contests

One-on-One





Qualit

y/I

nte

nsity o

f

Com

mu

nic

ation

Personal

(exp)

Personal

(info)

Impersonal

(info)

Individual Mass



OPTIMIZING YOUR CONTENT



Optimize Your Content (1)

•intro

•conclusion

•cover page +



Optimize Your Content (2)

+



Agenda

Business

Channel Target

Content


CONTENT MARKETING 101 Back To Basics



Do you face any of these problems

with Content Marketing?

Coming up with ideas/topics/titles ideas?

Creating original content?

Nobody sharing your content on social media?

Low levels of referrals to your website from

social media?

Visitors not staying long on your website?



Who can do these?

1. Eye for good story -> shared on social media & drive

traffic

2. Entertain -> emotional attachment

3. ‘Stickiness’ -> improves SEO.

4. Click-through -> create great headlines

5. Quality content -> quality and originality

6. Non-salesy content -> commercially-neutral content &

maximum value to the reader.

7. Meet deadlines -> on-going activity

8. Stay within the law



Content ≠ Media



Content = Journalism



http://money.cnn.com/2013/11/25/technology/katie-couric-yahoo/



SCIENCE & ART OF STORY

TELLING

Inform. Inspire. Entertain



Inform.

Inspire.

Entertain.



What Do You Want Them To….

Think?

Feel?

Do?



Story Telling in Hollywood

Good Films

Bad Films



Story Telling in Hollywood



8 CLASSIC STORYTELLING

TECHNIQUES

By: Ffion Lindsay



By: Ffion Lindsay



Content Marketing Success Probability (%) =

Timing

x

Relevance

x

Understandableness

x

Actionableness



End Notes



Which Company?

American Customer Satisfaction Index (ACSI)

• 64 out of100-point scale: lower than IRS (Tax)

• 2nd last among 30 companies surveyed

• Lowest 5% among 223 companies surveyed

• Bottom 5% of all measured private sector

companies

• 500 million customers

2010 American Customer Satisfaction Index

(ACSI) E-Business Report


http://www.foreseeresults.com/research-white-papers/ACSI-e-business-report-2010.shtml




Which Company?

American Customer Satisfaction Index (ACSI)

• 64 out of100-point scale: lower than IRS (Tax)

• 2nd last among 30 companies surveyed

• Lowest 5% among 223 companies surveyed

• Bottom 5% of all measured private sector

companies

• 500 million customers

2010 American Customer Satisfaction Index

(ACSI) E-Business Report






Popularly Unpopular

Popularity

≠

Affection





Ultimate Objective of Marketing:

“Get more people, to buy more

things, more frequently, at higher

prices.”

Sergio Zyman


Thank You.

soft copy of slides: http://totallyunrelatedrandomanddebatable.

blogspot.com/