content marketing strategies conference: frannie danzinger pheedo content marketing case study
DESCRIPTION
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.TRANSCRIPT
GYRO:HSR
THE COMPANY WE KEEP
MEDIA 2010
CORPORATE COMMUNICATIONS
OBJECTIVESSTRATEGIES
Generate Awareness and Change Perception to Elevate
Brand Equity via Efficient, Innovative and Measurable
Media Platforms
Support and Drive Awareness Among Two Key Target
Segments: Marketing and Mail Operations
Help to Change Brand Perceptions via Engagingand Innovative Two-Way Communication Platforms
Objectives
Strategies
Drive traffic to the Connection Center to Influence the Change
in Perception
Utilize Print and Digital to Drive Critical Mass Among Target
Audiences
Explore and Execute Innovative Ways to Engage with Key Customers with Social
Networking and High Impact Events
Ensure Seamless Integration Across Multiple Touchpoints
Media Partner Selection Criteria
Ability to Drive Traffic to the Connection Center
Ability to Add Seamless Media Socialization Through all
Touchpoints
Target Audience Composition
Cost Efficiency
Strong Editorial Content Driving Engagement Among Customers
Value-Added Opportunities
DIGITAL MEDIABEHIND THE SCENES
Sets the stage for Pitney Bowes to leverage its leadership position
HIGH IMPACT DIGITAL MEDIA
EXPANDABLE UNITS
EXPANDABLE UNITS
PEEL BACKPEEL BACK LAYERSLAYERS
ROADBLOCKSROADBLOCKS
VIDEOVIDEOWELCOME ADS
WELCOME ADS
Greater propensity for Microsite activity/engagement
Opportunity for greater level of impact
Partner Consideration List
Opportunity to create more loyal users by sharing content that matters to them wherever they are by distributing, analyzing and monetizing content where conversations are happening
RSS SolutionsAdvanced Analytics
40+ MonthlyUnique Users
Opportunity for Pitney Bowes to reach users
where they are
Provides leveraging of underutilized content relevancy
and association
Opportunity for Exponential Reach and Impact within Highly Relevant Content Areas with Constant
Fluidity and Adaptation
WHY PHEEDO?
Content syndication with hundreds of top-tier
publishers
THEPROGRAM
PROGRAM PARAMETERS
In Feed, FeedPowered Ads
In Feed, TwitterPowered Ads
SOV Feed Takeovers
In Feed Display Ads
In Feed, Top Position
On Site Remarketing
In Feed Video
THE CRUX: CONTENT
Content was supplemented with remarketing of display units reinforce and drive conversion
Overall, PB’s was able to leverage its existing content in new ways to increase engagement and site traffic
Content was used as the key means to drive traffic to site
EXAPLES
Content
CONTENT PLACEMENT EXAMPLE
EXAPLES
Content
CONTENT PLACEMENT EXAMPLE
EXAPLES
Content
CONTENT PLACEMENT EXAMPLE
EXAPLES
Content
CONTENT PLACEMENT EXAMPLE
PLACEMENT EXAMPLES
In Feed Twitter Powered Ad
In Feed Feed Powered Ad
In Feed Top Position
PLACEMENT EXAMPLES
Remarketing
PLACEMENT EXAMPLES
In Feed Video
PLACEMENT EXAMPLES
Real-Time Direct Marketing Updates
PLACEMENT EXAMPLES
PROGRAM RESULTS
Top overall media partner based on KPI’s including CTR, Engagement and ATOS
High level of content resonating with average CTRs at .75%+ consistently
Constant optimization provided flexibility to adjust share of buy to higher performing elements
Optimization included adding Real-Time Direct Marketing Updates and Video Banners which allowed for higher relevancy of sponsorships
New media partner for PB’s required upfront education and analytics examples
Feed Powered Units required frequent content refreshing, and proved to be among the highest performing units
In Feed Video added midway through program and delivered highest level of engagement
NEXT?WHAT’S
Add Pheedo’s Social Media Aggregation Tool, DLVR.IT
Offer Enhanced Understanding of Specific Content Resonating Best in the Social Sphere
Use Information and Content to feed Feed-Powered Units to Further Optimize Performance
Expand Program Reach Across Additional Target Audiences
Continue to Be Nimble and Test a Variety of Programs
WE AT PITNEY BOWES BELIEVE IN TESTING NEW PLATFORMS IN TODAY’S EMERGING
TECHNOLOGIES.
WE EXPECT SUCCESS AND WE EXPECT FAILURE.
OUR PARTNERSHIP WITH PHEEDO HAS EXCEEDED ANTICIPATED SUCCESS PARAMETERS IN YEAR
ONE, AND WE LOOK FORWARD TO PHEEDO BEING AN INTEGRAL PART OF OUR CORPORATE
COMMUNICATIONS ADVERTISING FOUNDATION FOR THE FUTURE.
DANIEL KOHN,PITNEY BOWES CORPORATE MARKETING
A FINAL WORD FROM PITNEY BOWES . . .
