1. Content + Social
It’s what’s inside that counts
Baron Manett
Ariad Communications
@bstat
@ariadcomm

2. @bstat
HEY CONTENT
MARKETEER….
ARE YOU LOST!?
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1900 1951
1904
1986
2010
2013 3

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#1
Demonstrate how to engage
with the brand.
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#2
Provide real value to
your customers’ lives.
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CONTENT ≠ COPY
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CONTENT ≠ MESSAGING
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CONTENT ≠ MEDIA
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SORRY, BUT...
WE CAN’T BORE,
MANIPULATE, OR BUY OUR
WAY TO INTO OUR
AUDIENCES’ LIVES
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CONTENT IS...
THE ESSENCE AND
THE SUBSTANCE OF
YOUR BRAND’S
CONVERSATION
WITH YOUR AUDIENCE.
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CONTENT + SOCIAL
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“The path we offer may be harder,
but it leads to a better place.”
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CUSTOMER JOURNEY MAPPING
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Why the customer journey?
• Customer experience matters like never before.
• More complex: multichannel, multi-device, mobile.
• Consumers are demanding more bespoke, personalized
and social interactions.
• Forces us to create content that truly serves customers’
needs.
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Let’s consider… First time
homebuyers
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# 1 Map your current 2 Insights from
#
understanding. the front line.
# 3 Add customer 4 Map multi-
#
research. channel journey.
# 5 Identify content 6 Content
#
opportunities strategy, plan,
execution.
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19. @bstat
First time homebuyers
Closes
Visits web
Attracted mortgage
site for Gets pre- Buys
to rate based on
rates and approved. house.
or offer. approved
calculator.
rate.
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20. @bstat
# 1 Map your current 2 Insights from
#
understanding. the front line.
# 3 Add customer 4 Map multi-
#
research. channel journey.
# 5 Identify content 6 Content
#
opportunities strategy, plan,
execution.
20

21. @bstat
First time homebuyers
Closes
Visits web
Attracted mortgage
site for Gets pre- Buys
to rate based on
rates and approved. house.
or offer. approved
calculator.
rate.
21

22. @bstat
# 1 Map your current 2 Insights from
#
understanding. the front line.
# 3 Add customer 4 Map multi-
#
research. channel journey.
# 5 Identify content 6 Content
#
opportunities strategy, plan,
execution.
22

23. @bstat
First time homebuyers
Closes
Visits web
Attracted mortgage
site for Gets pre- Buys
to rate or based on
rates and approved. house.
offer. approved
calculator.
rate.
*for illustration purposes only 23

24. @bstat
# 1 Map your current 2 Insights from
#
understanding. the front line.
# 3 Add customer 4 Map multi-
#
research. channel journey.
# 5 Identify content 6 Content
#
opportunities strategy, plan,
execution.
24

25. @bstat
First time homebuyers
Closes
Visits web
Attracted mortgage
site for Gets pre- Buys
to rate or based on
rates and approved. house.
offer. approved
calculator.
rate.
*for illustration purposes only 25

26. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
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27. @bstat
# 1 Map your current 2 Insights from
#
understanding. the front line.
# 3 Add customer 4 Map multi-
#
research. channel journey.
# 5 Identify content 6 Content
#
opportunities strategy, plan,
execution.
27

28. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
28

29. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
29

30. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH
OUT OF
HOME
What is the opportunity for
WEB content here?
SITE Information and advice about
financing options, including
REALTOR
OFFICE
calculators.
AT
HOME
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31. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH What is the opportunity for
content here?
OUT OF Information and advice about
HOME
financing options, including
calculators.
WEB
SITE
What’s different?
REALTOR Buyers are more confident, have
OFFICE a specific house in mind, are less
concerned about rate, are out
AT of home often but are mobile
HOME
savvy, and may buy soon.
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32. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH What is the opportunity for
content here?
OUT OF Information and advice about
HOME
financing options, including
calculators.
WEB
SITE
What’s different?
REALTOR Buyers are more confident, have
OFFICE a specific house in mind, are less
concerned about rate, are out
AT of home often but are mobile
HOME
savvy, and may buy soon.
32

33. @bstat
First time homebuyers
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
START REQUEST EDUCATE FIND CLOSE
GET PRE HOME EVALUATE BUY
HOME HIGHER RE HOME DREAM MORT-
APPROV. SEARCH OPTIONS HOUSE
SEARCH AMOUNT BUYING HOUSE GAGE
IN
BRANCH
?? ?? ??
OUT OF
HOME ??
WEB
SITE ?? ??
REALTOR ??
OFFICE
AT ??
HOME ??
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34. @bstat
# 1 Map your current 2 Insights from
#
understanding. the front line.
# 3 Add customer 4 Map multi-
#
research. channel journey.
# 5 Identify content 6 Content
#
opportunities strategy, plan,
execution.
34

35. @bstat
First time homebuyers
Our young customers are on a home buying journey, starting out
fearful and knowing little about real estate or home financing.
As they shop for a home and get pre-approved they grow in
knowledge and confidence and their needs for information and
advice move from the general to the specific – “does my income,
with this mortgage, allow me to buy this home?
During this journey, they are frequently on the move, dealing with
different professionals and interacting both online and offline.
In the end, the mortgage that has the right features (not the
lowest rate) will win them over.
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36. @bstat
First time homebuyers
Our Content Strategy
Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate
information with financing education. To ensure they can access
this resource when they need it, we will provide it on the web
and through a mobile/tablet app. They will be able to customize
it and store info on their specific situation so it acts as an
essential tool to facilitate the purchase process.
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Tools for planning +
implementation
• Content audits
• Content ecosystem
• Editorial platform
• Content planning documents
• Site map and wireframe recommendations
• Taxonomy and metadata
• SEO recommendations
• Governance models
• Social community policy and guidelines
• Community moderation plans
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First time homebuyers
BRAND
essence
personality
voice
MARKETING SOCIAL
EDITORIAL
COPY CONTENT
TYPE OF CONTENT educate
persuade empower
to action
to action to action
ONLINE
PRINT ONLINE PRINT ONLINE
profiles
DISPLAY CHANNEL newsletter e-newsletter collateral web copy
postings
guides web articles
forums
ANNUAL ANALYTICS CURATION COMMUNIT
EDITORIAL ONLINE
GOVERNANCE & EDITORIAL EDITORIAL web, search, user flow, Y POLICIES
SYTLE GUIDE STANDARDS
IMPLEMENTATION PLATFORM CALENDAR social search, nurture contributors
recos paths bloggers
FEEDS
AGGREGATORS DOCUMENT CONTENT CONTENT DYNAMIC
SOCIAL
TECHNOLOGY 3RD PARTY DATABASE DATABASE MANAGEMENT CONTENT
PLATFORMS
ENABLERS SERVICES (output) (input) SYSTEM TECHNOLOGY
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It all comes together...
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THE HOLY GRAIL
IS THE RIGHT CONTENT
IN THE RIGHT PLACE
AT THE RIGHT TIME
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First time homebuyers
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Commonwealth Bank’s results
In the first 24 weeks1 In the first year2
117,000 212,000
app downloads app downloads
450,000
user sessions
1.2 million
1%
of total mortgage
property searches origination comes
from the app
marketing ROI = 109% 2
1. Ikon Communications, Apr 2011; 2. Forrester Research, Nov 2011
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Let’s change our mindset
OUT IN
COPY CONTENT
CAMPAIGNS PROGRAMS
LAUNCH LONGEVITY
MESSAGING ENGAGEMENT
REPURPOSE NIMBLE
CHANNELS JOURNEYS
COMMODITY ASSET
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45. @bstat
“The path we offer may be harder,
but it leads to a better place.”
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46. Thank you.
ariad.ca/ideas
ariad.ca
@ariadcomm
Baron Manett, SVP, Ariad
Communications
bmanett@ariad.ca
@bstat