content marketing @ sbb swiss federal railways
TRANSCRIPT
Content MarketingSwiss Federal Railways, SBB
Sarah Stiefel Head of Content Marketing, E-Business
Swiss Federal Railways, [email protected]
www.sbb.ch - www.cff.ch - www.ffs.ch
ENTER 2015 Swiss day
Sarah StiefelHead of Content Marketing SBB E-Business
@cieletta www.about.me/cieletta
1. Intro2. Content Strategy3. Practical Examples4. Questions
SBB Passenger Traffic967 000 pers./day
SBB Cargo
175‘000 t goods/day
SBB Infrastructure3138km rail network
SBB Real Estate
3500 buidlings
Intro.SBB as a Company. 29 000 employees from 93 countries of origin in 150 professions.
Rail Europe Transport Int.
Excursions Domestic
Switzerland Travel CenterHotels domestic
Holiday Appartements
Travel Agency Intern.
Domestic Transportation
Strategic Partnership
Swiss Tourism
Transportation Europe
Combined Mobilitydomestic
SB
B &
Su
bs
idia
rie
sS
BB
Pa
rtn
ers
hip
s
Various domestic tourism service providers.
European tourism marketing organizations of boarder
countries.
International tourism marketing organizations and service
providers.
Domestic Tourism Incoming/Outgoing Tourism
Swiss Travel System Transport Incoming
Intro.SBB in Tourism.
Content Marketing SBB Swiss Federal Railways
Swiss eTourism DayENTER Conference, Lugano
February 3rd 2015
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Challenge
• Information overkill and advertising fatigue.
Mission
• Right content, right target groups, right format, right channels.
Strategy
• Relevant content told in the form of topics and stories.
Benefit
• Potential customers on our platforms, that generate traffic and sales.
Content Strategy.Overview.
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Editoria
l Pla
nning
• Annual planning with main-topics and weekly detail planning.
Basic
Content
• High quality basic information content for every main-topic.
Editoria
l Content
• Editorial storytelling content for each main-topic.
Content Distrib.
• Owned media, social media/earned media and paid media.
Content Strategy.Operational Implementation.
SBB.chm.sbb.ch
Micro-sites
SBB Newsletter
SBB Blog
Landing-pages
Dialog-Platforms«Customer Service»
Partners
SBB Homepage
Mobile App
Vimeo
Google+
Owned Media Social Media (Earned Media)
Content Aggregators
Traffic Destinations Content Distribution-Platforms
Traffic Generators
YouTube
+ Paid Media (Campaigns)
Content Strategy.Platforms and Content Distribution.
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News MonitoringWhat's going on out there? What is spoken about? Where and how are we taking part in the conversation?
Editorial PlanningWhat comes from within? How do we want to position ourselves? What belongs on the agenda?
Content CreationWhat content are we creating? In which forms? for what platforms?By what means?
Content Distribution How do we distribute the content? On which platforms? Who reads/shares it and why? Analytics
In a Nutshell:The SBB Digital Newsroom.
Practical Cases - « Leisure Back-pack Real-Time Giving»
- « RailAway Groups School-Class Trip»
- « Special Offer for Salzburg SBB Mozart»
- « Geneva Cornavin Train Station Inauguration»
- « SBB Advent Calendar 2014»
Owned Media Social Media (Earned Media)
SBB Homepage
YouTube
Influencer ConceptReal Time
Giving
Practical Cases.Leasure Campaign: Back-Pack Real-Time Giving.
https://www.youtube.com/watch?v=PEVWbIMjGkU
Paid Media: to start content distribution on Social Media
Owned Media Social Media (Earned Media)
SBB Blog
YouTube
#SBBSchulreise
User Generated Content
Practical Cases.RailAway Groups: School Class Trip.
https://www.youtube.com/watch?v=x-iFWJQJRbA
Paid Media: 0.-
VS.
Advertising Content Marketing
Practical Cases.Europe Campaign: Special Offer Salzburg.
https://www.youtube.com/watch?v=tKRtLREl-38
120’000 organic views on Youtube!
Paid Media: to start content distribution on Social Media
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Owned Media Social Media (Earned Media)
SBB Homepage
User Generated Content
Over 200 pictures from participants
YouTube
#CFFMilou#CFFCornavin
SBB Blog
(Story)
Influencer ConceptBlogger Apéro
Blogposts and UGC from Bloggers
and Influencers (multiplicators)
Practical Cases.Geneva Cornavin: Train-Station Inauguration.
https://www.youtube.com/watch?v=SrS1iGjdaIY
Paid Media: 0.-
#CFFMilou#CFFCornavin
User Generated Content
Practical Cases.Geneva Cornavin: Train-Station Inauguration.
Key Learnings 1. Define a goal and target group for each concept.
2. Calculate your resources: budget & HR. ROI!
3. Join forces for more impact & lower production costs.
4. Find a trigger to your story: offline activates online.
Prime example
5. « SBB Advent Calendar 2014»
«SBB Advent Calender 2014»
Integrated Communication& Interaction Content
Owned Media Social Media (Earned Media)
Highest Clickrates ever!
Most successful Blogpost 2014
SBB Newsletter
SBB Homepage
SBB Blog
YouTube
92’000 views YT
Over 300’000organic reach
FB
Prime Example.“SBB Advent Calendar 2014”
https://www.youtube.com/watch?v=3JjuKTNa_r8
Advent Calendar
Landinpage
Paid Media: to start content distribution on Social Media
The integrated online communication on "Advent" has been a huge success. The varied prices reflected the diversity of the SBB products related to Christmas
…and what everybody gets out of it, playing it together!
170’000 participants
312’543 Visits
8 Mio. Impressionen
Prime Example.“SBB Advent Calendar 2014”
«Hello» from the SBB E-Business SOC Team!
Thank you. Questions?