content marketing conference 2014 - deloitte case study
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Tristan Lavender | Deloitte NetherlandsContent Marketing Conference Europe | Antwerp, June 10
How to create a content-drivenand customer-centric company culture
and customer-centric company culture
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Opening slide
Mark. Jan. Robyn.The story of
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Mark.
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Jan.
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Robyn.
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Opening slideThe plot thickens…
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Annika.
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“This is great!!We need to generate more awareness for this within Deloitte!”
From: Annika SponseleeReceived: February 18, 2014
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Training the team.
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Opening slideAnd they blogged happily ever after…
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Opening slideThe Big Cultural Shift.
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Command and control.Conversations.
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Planned over the long term.Real-time.
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Content. Media. Tools. People
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Opening slide
Why focus on people?
1. It’s what your customers want.
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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
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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.
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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%
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Opening slide
Why focus on people?
2. It’s what a cultural shift demands.
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Opening slideFocus on the right people.
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Create content for a human being
Q&A
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Opening slideSix keys tocultural change.
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1. Make your employees proud.
(In English)
Great gift!!! Thanks!!#bloggerofthemonth#deloitte
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2. Use data to educate employees.
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3. Create role models high up.
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4. Don’t talk marketing. Talk business.
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5. Focus on people’s strengths.
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6. Use channels they are familiar with.
(In English)
Share these new articles in your network!
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Opening slideBringing it alltogether: a recent case
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(In English)
A data analysis of our country
Healthcare Education Job market Real estate Fraud
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Amplify your content.
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Have your employees engage.
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Invite your employees to share content.
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(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.
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Engage employees in content creation.
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Bring the online and offline together.
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Opening slideThank you!
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Feel free to connect or drop a line
nl.linkedin.com/in/tristanlavender/
@tristanlavender