20140703 mach marketing mit content siemens dennehy
DESCRIPTION
Mach Marketing mit Content Content Marketing gewinnt in den Unternehmen an Bedeutung. Letztes Jahr gaben zwei von drei Unternehmen in den USA an, dass Content Marketing ihr wichtigstes Marketingtool – vor Social Media und E-Mail-Marketing sei. Wie beginnt man professionelles Content-Marketing, welche Ressourcen sind dafür nötig, wie distribuiert man die Inhalte und welchen Erfolg darf man sich erwarten?TRANSCRIPT
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CONTENT = STORY Ein Plädoyer für organisierte Kreativität
#wpsummit14/ Wien / 03-07-2014 / Tobias Dennehy
Page 2 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
2014-07-03 Page 3 Tobias Dennehy / Corporate Story Architect / Siemens AG
“Only your mom is really going to care about what
you’ve made. Everyone else has to be convinced.
Make things people want.”
Alexis Ohanian (Co-founder of reddit.com)
Page 4 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
cluetrain.com
“If you want us to talk to you, tell us something.
Make it something
interesting for a change.”
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=
STORYTELLING
SOCIAL MEDIA
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CONTENT
=
STORY
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OMG!
Openness and Collaboration Social Media and the blurring of media and channel borders
Speed and Reactivity Social Media and the speed of digital communications
Authentic Storytelling Social Media and the need for relevant content
2014-07-03 Page 8 Tobias Dennehy / Corporate Story Architect / Siemens AG
2014-07-03 Page 9 Tobias Dennehy / Corporate Story Architect / Siemens AG
Restricted © Siemens AG 2014. All rights reserved.
Page 10 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
INFOGRAPHIC
LISTEN to your audience!
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YOUR
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Know the songs of your competition.
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STORIES
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Find your formula.
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Page 15 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
IGNORE your audience!
Page 16 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Launch a pilot. Let go.
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Measure. Observe. Learn.
Page 18 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
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Page 19 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
2014-07-03 Page 20 Tobias Dennehy / Corporate Story Architect / Siemens AG
Relevance
Page 21 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Thank you! Looking forward to connect with you!
Tobias Dennehy Corporate Story Architect | Blogger
Connect: de.linkedin.com/in/tobiasdennehy/ xing.to/tobiasdennehy
Follow: youtube.com/answers (Siemens stories) about.me/tobiasdennehy (private me) twitter.com/herrdennehy (private tweets)
Read: storycodeX.com (private blog & stories)
Page 22 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
The StorycodeX © Tobias Dennehy (storycodeX.com)
EXPECTATION
SU
RPR
ISE
CHANGE
Hero 1.0 Hero 2.0 C o n f l i c t
Page 23 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
/answers „Title Videofile“
2014-07-03 Page 24 Tobias Dennehy / Corporate Story Architect / Siemens AG
Brand and business verifiably profit from storytelling and giving up a little control
Launched on Feb 28, 2011
Stories: ~ 60
Authors: ~ 50
Countries: ~ 80
Media Coverage Key Facts Awards
Engagement
up to 100% traffic increase on product page
10% more engagement than SEM
Average > 20 min. per visit
Average 33% Peak 62%
Video Completion
Average 11% Peak 37%
Link Conversion
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Page 25 2014-07-03 Tobias Dennehy / Corporate Story Architect / Siemens AG
Prepare to diffuse in THE CROWD.