sarah wade - the role of digital content in b&q's communications

SARAH WADEONLINE EDITOR | CONTENT MARKETING SPECIALIST

Thursday, 18 April 13

THE ROLE OF DIGITAL CONTENT IN B&Q’S COMMUNICATIONS


2 billionvideos are watched on YouTube on average each day

Over 30 millionpieces of content are shared via social media daily

of recipients find loyalty scheme communications extremely relevant

60%of b2b marketers (agencies) plan to invest more in content marketing this year

brands really sat up and took noticeIn 2011

of brands say they can’t get their customers to talk to them, but…

…of marketers say the voice of the customer is the most convincing

33%

94%

35,000blog posts published on Wordpress dailyOnly 31%

Interesting content is a top 3 reason

90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them


B&Q’S CONTENT MARKETING OBJECTIVES


B&Q’S CONTENT MARKETING OBJECTIVES

HANDS UP IF YOU’RE

PLANNING ON DOING MORE

WITH CONTENT THIS YEAR THAN LAST

YEAR?


@sarahleighw


B&Q & KINGFISHER


HELP & ADVICEOUR KEY

DIFFERENCIATOR

IF YOU WOULD LIKE TO VIEW THIS VIDEO GO TO:http://www.youtube.com/watch?feature=player_embedded&v=KEnksbcguaQ


http://youtu.be/KEnksbcguaQ


















http://www.youtube.com/watch?feature=player_embedded&v=KEnksbcguaQ




HELP & ADVICE


HELP & ADVICE

GREAT CONTENT

THAT TEACHES


OUR CURRENT CONTENT TOOL KIT


PUBLISHING & AMPLIFYING GREAT CONTENT


NEXT STEPS: AMPLIFYING OUR CONTENT


NEXT STEPS: AMPLIFYING OUR CONTENT

WHO ARE OUR CUSTOMERS?

WHERE DO THEY SPEND

TIME?

WHERE & HOW DO WE

ENGAGE?

BUILD THEIR TRUST – HELP

THEM OUT

CONSISTENTLY PUBLISH GREAT

CONTENT

AMPLIFY GREAT

CONTENT


WHAT’S WORKED?


DISPLAY ACTIVITY | STORY LED

Above average =

Made me want to visit B&Q

64%

56%

42%

67%

45%

54%

36%

47%

27%

Aimed at people like me

Found it informative

Made me think more positively about B&Q

Trusted the advert/feature

Enjoyed the advert/feature

Really caught my attention

Made me want to find out more

Really different from others adverts/features

59%

54%

44%

60%

40%

50%

36%

39%

23%

Avg.Oct


DISPLAY ACTIVITY | STORY LED

Above average =

97% READ THE

B&Q FEATURE


64%

56%

42%

67%

45%

54%

36%

47%

27%









59%

54%

44%

60%

40%

50%

36%

39%

23%

Avg.Oct

63% thought display was memorable while 3 in 5 rated it as

good or excellentInteresting 76%Useful 64%Relevant 63%



57%

46%

42%

60%

37%

48%

35%

37%

21%









59%

54%

44%

60%

40%

50%

36%

39%

23%

Avg.Jan

DISPLAY ACTIVITY | DEAL LED

Below average =

Interesting 73%Useful 63%Relevant 59%


AFFILIATE ACTIVITY


AFFILIATE ACTIVITY

ENTRIES: 1,385 (CONVERSION RATE = 47%)


CHRISTMAS COMMS


CHRISTMAS COMMS

HOMEPAGE VISITS7923

BUYING GUIDE VISITS36, 518


WHAT WE’RE WORKING ON


EMAIL ACTIVITY

Consistent output


EMAIL ACTIVITY

Consistent output

TRADING + CONTENT =

RICHER COMMUNICATIONS


COMMUNICATING SUSTAINABILITY

IF YOU WOULD LIKE TO VIEW THIS VIDEO GO TO:http://www.youtube.com/watch?v=WVH9ErCspEM&feature=youtu.be


http://youtu.be/WVH9ErCspEM




















http://www.youtube.com/watch?v=WVH9ErCspEM&feature=youtu.be




ONE PLANET HOME


ONE PLANET HOME

VISITSUP 10% SINCE

REBRAND


ONE PLANET HOME COMMUNICATION TIMELINE


STREETCLUB


STREETCLUB

1042 CLUBS

ACROSS THE UK


THE FUTURE


WHAT’S NEXT | SYNDICATION & PARTNERSHIPS

Syndication

Partnerships


WHAT’S NEXT | SYNDICATION & PARTNERSHIPS

THREE S’ OF CONTENT STRATEGY

• SEARCH•SYNDICATION• SOCIAL

Syndication

Partnerships


WHAT’S NEXT | OUTREACH

Outreach


DON’T KNOW WHERE TO

START?


ASK CUSTOMERS

WHO ELSE DOES IT WELL?

CONTENT PLANNING

SET THE BALL ROLLING

1.


ASK CUSTOMERS


CONTENT PLANNING


WHO ARE YOUR

CUSTOMERS?

WHERE DO THEY SPEND

TIME?

WHERE & HOW DO YOU

ENGAGE?

1.

2.


ASK CUSTOMERS


CONTENT PLANNING


WHO ARE YOUR

CUSTOMERS?

WHERE DO THEY SPEND

TIME?

WHERE & HOW DO YOU

ENGAGE?

BUILD THEIR TRUST –

HELP THEM OUT

CONSISTENTLY PUBLISH GREAT

CONTENT

AMPLIFY GREAT

CONTENT

1.

2.

3.Thursday, 18 April 13

Facebook.com/HashtagUK

Works at B&QLives in Southampton

@sarahleighw@coolcontent2013#coolcontentchallenge

Sarah Wade

3 things I’d like you to try and please Tweet me to let me know how you’re getting on - #coolcontentchallenge

Sally Breeze Talk to your customers via your social channels – what content would they like to see?

Jo Carrick In your next newsletter/email, aim to pin together a story, articulate and measure the difference in click-through-rate.

Kristian S-C Based on insight and your customer’s behaviours, action one learning to improve your communications.

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sarah wade - the role of digital content in b&q's communications

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