1.Take aways 25.06.2014 | Seite 2Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 1 Build a Content Strategy = FUEL for your business. 2 Drive Effectiveness through content relevance and seamless customer journey. 3 Shift Efficiency through scaling solutions and automation.

2. Migros History 25.06.2014 | Seite 3Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 1925 Gottlieb Duttweiler founds Migros AG with 5 mobile food trucks (Capital Fr. 100'000) The philosophy behind the business ideas of Gottlieb Duttweiler was: big revenue, small profit and fresh products, which were offered from the mobile food trucks for much lower prices than usual. Despite the resistence of the retail dealers and food manufacturers Migros was growing very fast. 3. MIGROS around the corner 25.06.2014 | Seite 4Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Shopping in the Migros mobile food truck for the last time in 1994 (KEYSTONE/Str) 4. Migros facts 25.06.2014 | Seite 5Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Members of the Migros Cooperative (31.12.2013) 5. Migros facts 25.06.2014 | Seite 6Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Employees (31.12.2013) 6. Migros facts 25.06.2014 | Seite 7 Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Total floor space (31.12.2013) 7. Migros facts 25.06.2014 | Seite 8 Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Group sales (31.12.2013) 8. Migros facts 25.06.2014 | Seite 9Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 9. Situation: We have unique content 25.06.2014 | Seite 10Migros-Genossenschafts-Bund | Abteilung | Projekt Our customers enjoy valuable content on different touchpoints: e.g. regional product information. 10. Complication 25.06.2014 | Seite 11Migros-Genossenschafts-Bund | Abteilung | Projekt We dont know wether customers who buy in the supermarket are inspired by migros.ch. 11. Key Question 25.06.2014 | Seite 12Migros-Genossenschafts-Bund | Abteilung | Projekt Why is content marketing crucial for MIGROS and how do we measure success? 12. Resolution 25.06.2014 | Seite 13Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing We amplify the impact of owned media for bricks & mortar with content marketing. 13. Resolution 25.06.2014 | Seite 14Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing While continualy measuring & optimizing the results. 14. 25.06.2014 | Seite 15Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Reason why Content marketing is the fuel for both digital and offline business. 15. 25.06.2014 | Seite 16Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Reason why What makes cucumbers unique? 16. 25.06.2014 | Seite 17Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Reason why Context Quality Experience Price Anywhere- Commerce 17. Reach customers through all touchpoints and embed your products in a story ... Offline Online 25.06.2014 18. 34 38 54 63 63 69 71 75 78 Lead Management Verkufe Vordenkerrolle Website-Traffic Interessentengewinnung Kundenbindung Engagement Kundenakquise Markenbekanntheit, Markenaufmerksamkeit 0 10 20 30 40 50 60 70 80 90 Anteil der Befragten in % Content marketing goals UK 25.06.2014 | Seite 19Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Quelle: Content Marketing Institute, Content Marketing in the UK, Statista.de 19. Content Marketing Channels 25.06.2014 | Seite 20Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Quelle: Absolit, Online-Marketing-Trends 2013 (Kurzversion), statista.de.. 6.2 8.3 22.3 35 46.5 48.6 50.8 55 65.2 70.8 80.5 91.5 Fernsehen Radio Mobile Marketing Banner-Anzeigen Print-Anzeigen Print-Mailings Messen und Events Pressearbeit Social Media Suchmaschinen E-Mail Homepage 0 10 20 30 40 50 60 70 80 90 1 Anteil der Befragten in % 20. And now how this works in practice: three cases 25.06.2014 | Seite 21Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing inspire customers 100 Dinge 21. And now how this works in practice: three cases 25.06.2014 | Seite 22Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing engage customers A vs B 22. And now how this works in practice: three cases 25.06.2014 | Seite 23Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing and build trust with them Von uns. Von hier 23. 12.02.2010 | Seite 24Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing We want to inspire customers Case: 100dinge.migros.ch Classic Media: TV, Print, Book, Poster 24. 12.02.2010 | Seite 25Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing We want to inspire customers 25. 12.02.2010 | Seite 26Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 100dinge.migros.ch Rich content 300 Texts, 20 slideshows, 30 videos, UGC, maps, small data (weather, location) 26. 25.06.2014 | Seite 27Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing We want to inspire customers 27. 25.06.2014 | Seite 28Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 1 How: We want customers to discover products 28. 25.06.2014 | Seite 29Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 1 How: We want customers to discover products 29. 25.06.2014 | Seite 30Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Results: Focus on summer campaign 2014 drives traffic 2013 2014 30. 25.06.2014 | Seite 31Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Results: Focus on summer campaign 2014 drives traffic Online and Offline NZZ, Blick, SRF, Migros newsletter, 20 Minuten, facebook, poster, book, pinterest, youtube Online migros.ch, Migros newsletter, poster, book 31. Story scaping process: Migros content supply chain 25.06.2014 | Seite 32Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Editorial clalendar/ newsroom Cost efficency Story System Link concept Amplify relevance Touchpoint strategy One CMS (instead of many) Measure & optimize Realtime monitoring Topics Content Creation Content Operations Content Marketing Tracking Dialog 32. 2 We want customers to experience products 25.06.2014 | Seite 33Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Case: A vs B Love the Product 33. 25.06.2014 | Seite 34Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 34. 25.06.2014 | Seite 35Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 35. 25.06.2014 | Seite 36Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 36. 25.06.2014 | Seite 37Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 3 How: We want customers to experience products 37. 25.06.2014 | Seite 38Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 3 How: We want customers to experience products 38. 25.06.2014 | Seite 39Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing 304,880 views www.migros.ch/avsb 39. 3 How: Give us Trust 12.02.2010 | Seite 40Migros-Genossenschafts-Bund | Abteilung | Projekt Case: Von uns. Von hier. Migros is unique. 3 We want customers to trust our brand 40. 3 How: Give us Trust 12.02.2010 | Seite 41Migros-Genossenschafts-Bund | Abteilung | Projekt Case: VUVH Go to Bricks & Mortar & Are repeat customers 41. 3 How: Give us Trust 25.06.2014 | Seite 42Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Case: VUVH Go to Bricks & Mortar & Are repeat customers 42. 3 How: Give us Trust 25.06.2014 | Seite 43Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Case: VUVH Go to Bricks & Mortar & Are repeat customers 43. 25.06.2014 | Seite 44Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing vonuns-vonhier.ch 44. 25.06.2014 | Seite 45Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing vonuns-vonhier.ch 45. 25.06.2014 | Seite 46Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing vonuns-vonhier.ch 46. 25.06.2014 | Seite 47Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing www.migros.ch/icetea 47. How we use Magnolia 25.06.2014 | Seite 48Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing migros.ch: 8000 HTML pages, 3 languages 50+ Microsites, Web Production Team: 40+ 48. With a little help from Magnolia 25.06.2014 | Seite 49Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Build once use many times. Create once publish everywhere. 49. Conclusion 25.06.2014 | Seite 50Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Investing in IT is investing in a hygiene-factor. Investing in content is investing in uniqueness. 50. Conclusion 25.06.2014 | Seite 51Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Control content-KPIs and improve relevance for your customers and prospects. 51. 25.06.2014 | Seite 52Migros-Genossenschafts-Bund | Direktion E-Commerce | Content Marketing Thank you.