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