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Content Marketing
Swiss Federal Railways, SBB
Sarah Stiefel Head of Content Marketing, E-Business
Swiss Federal Railways, ...
2
http://youtu.be/oGW4A_zvyYM
Sarah Stiefel
Head of Content Marketing
SBB E-Business
@cieletta
www.about.me/cieletta
sarah.stiefel@sbb.ch
1. Intro
2. Co...
SBB Passenger
Traffic
967 000
pers./day
SBB Cargo
175‘000 t
goods/day
SBB
Infrastructure
3138km rail
network
SBB Real
Esta...
Rail Europe
Transport Int.
Excursions Domestic
Switzerland Travel Center
Hotels domestic
Holiday Appartements
Travel Agenc...
Content Marketing
SBB Swiss Federal Railways
Swiss eTourism Day
ENTER Conference, Lugano
February 3rd 2015
7
Challenge
• Information overkill and advertising fatigue.
Mission
• Right content, right target groups, right format, ri...
8
Editorial
Planning
• Annual planning with main-topics and weekly detail planning.
Basic
Content
• High quality basic inf...
SBB.ch
m.sbb.ch
Micro-
sites
SBB
Newsletter
SBB Blog
Pinterest
Landing-
pages
Instagram
Dialog-Platforms
«Customer Service...
10
News Monitoring
What's going on out there?
What is spoken about?
Where and how are we taking part in the
conversation?
...
Practical Cases
- « Leisure Back-pack Real-Time Giving»
- « RailAway Groups School-Class Trip»
- « Special Offer for Salzb...
Owned Media Social Media (Earned Media)
SBB
Homepage
YouTube
Twitter
Influencer
Concept
Real Time
Giving
Practical Cases.
...
Owned Media Social Media (Earned Media)
SBB
Blog
Instagram
YouTube
Twitter
#SBBSchulreise
User Generated Content
Practical...
VS.
Advertising Content Marketing
Practical Cases.
Europe Campaign: Special Offer Salzburg.
https://www.youtube.com/watch?...
1
Owned Media Social Media (Earned Media)
SBB
Homepage
User Generated Content
Over 200 pictures
from participants
YouTube
...
#CFFMilou
#CFFCornavin
User Generated
Content
Practical Cases.
Geneva Cornavin: Train-Station Inauguration.
Key Learnings
1. Define a goal and target group for each concept.
2. Calculate your resources: budget & HR. ROI!
3. Join f...
«SBB Advent Calender
2014»
Integrated Communication
& Interaction Content
Owned Media Social Media (Earned Media)
Highest Clickrates
ever!
Most successful
Blogpost 2014
SBB
Newsletter
SBB
Homepage...
 The integrated online communication on "Advent" has been a huge
success. The varied prices reflected the diversity of th...
«Hello» from the SBB E-Business SOC Team!
Thank you. Questions?
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Content Marketing @ SBB Swiss Federal Railways

Content Marketing @ SBB Swiss Federal Railways
ENTER Conference, Lugano, Swiss eTourisme Day
Content Strategy and Practical Examples

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Content Marketing @ SBB Swiss Federal Railways

  1. 1. Content Marketing Swiss Federal Railways, SBB Sarah Stiefel Head of Content Marketing, E-Business Swiss Federal Railways, Switzerland sarah.stiefel@sbb.ch www.sbb.ch - www.cff.ch - www.ffs.ch ENTER 2015 Swiss day
  2. 2. 2 http://youtu.be/oGW4A_zvyYM
  3. 3. Sarah Stiefel Head of Content Marketing SBB E-Business @cieletta www.about.me/cieletta sarah.stiefel@sbb.ch 1. Intro 2. Content Strategy 3. Practical Examples 4. Questions
  4. 4. SBB Passenger Traffic 967 000 pers./day SBB Cargo 175‘000 t goods/day SBB Infrastructure 3138km rail network SBB Real Estate 3500 buidlings Intro. SBB as a Company.  29 000 employees from 93 countries of origin in 150 professions.
  5. 5. Rail Europe Transport Int. Excursions Domestic Switzerland Travel Center Hotels domestic Holiday Appartements Travel Agency Intern. Domestic Transportation Strategic Partnership Swiss Tourism TransportationEurope Combined Mobility domestic SBB&SubsidiariesSBBPartnerships Various domestic tourism service providers. European tourism marketing organizations of boarder countries. International tourism marketing organizations and service providers. Domestic Tourism Incoming/Outgoing Tourism Swiss Travel System Transport Incoming Intro. SBB in Tourism.
  6. 6. Content Marketing SBB Swiss Federal Railways Swiss eTourism Day ENTER Conference, Lugano February 3rd 2015
  7. 7. 7 Challenge • Information overkill and advertising fatigue. Mission • Right content, right target groups, right format, right channels. Strategy • Relevant content told in the form of topics and stories. Benefit • Potential customers on our platforms, that generate traffic and sales. Content Strategy. Overview.
  8. 8. 8 Editorial Planning • Annual planning with main-topics and weekly detail planning. Basic Content • High quality basic information content for every main-topic. Editorial Content • Editorial storytelling content for each main-topic. Content Distrib. • Owned media, social media/earned media and paid media. Content Strategy. Operational Implementation.
  9. 9. SBB.ch m.sbb.ch Micro- sites SBB Newsletter SBB Blog Pinterest Landing- pages Instagram Dialog-Platforms «Customer Service» Partners SBB Homepage Mobile App Vimeo Google+ Owned Media Social Media (Earned Media) Content Aggregators Traffic Destinations Content Distribution- Platforms Traffic Generators Facebook Twitter YouTube + Paid Media (Campaigns) Content Strategy. Platforms and Content Distribution.
  10. 10. 10 News Monitoring What's going on out there? What is spoken about? Where and how are we taking part in the conversation? Editorial Planning What comes from within? How do we want to position ourselves? What belongs on the agenda? Content Creation What content are we creating? In which forms? for what platforms? By what means? Content Distribution How do we distribute the content? On which platforms? Who reads/shares it and why? Analytics In a Nutshell: The SBB Digital Newsroom.
  11. 11. Practical Cases - « Leisure Back-pack Real-Time Giving» - « RailAway Groups School-Class Trip» - « Special Offer for Salzburg SBB Mozart» - « Geneva Cornavin Train Station Inauguration» - « SBB Advent Calendar 2014»
  12. 12. Owned Media Social Media (Earned Media) SBB Homepage YouTube Twitter Influencer Concept Real Time Giving Practical Cases. Leasure Campaign: Back-Pack Real-Time Giving. https://www.youtube.com/watch?v=PEVWbIMjGkU Paid Media: to start content distribution on Social Media
  13. 13. Owned Media Social Media (Earned Media) SBB Blog Instagram YouTube Twitter #SBBSchulreise User Generated Content Practical Cases. RailAway Groups: School Class Trip. https://www.youtube.com/watch?v=x-iFWJQJRbA Paid Media: 0.-
  14. 14. VS. Advertising Content Marketing Practical Cases. Europe Campaign: Special Offer Salzburg. https://www.youtube.com/watch?v=tKRtLREl-38 120’000 organic views on Youtube! Paid Media: to start content distribution on Social Media
  15. 15. 1 Owned Media Social Media (Earned Media) SBB Homepage User Generated Content Over 200 pictures from participants YouTube #CFFMilou #CFFCornavin SBB Blog (Story) Influencer Concept Blogger Apéro Blogposts and UGC from Bloggers and Influencers (multiplicators) Practical Cases. Geneva Cornavin: Train-Station Inauguration. https://www.youtube.com/watch?v=SrS1iGjdaIY Paid Media: 0.-
  16. 16. #CFFMilou #CFFCornavin User Generated Content Practical Cases. Geneva Cornavin: Train-Station Inauguration.
  17. 17. Key Learnings 1. Define a goal and target group for each concept. 2. Calculate your resources: budget & HR. ROI! 3. Join forces for more impact & lower production costs. 4. Find a trigger to your story: offline activates online. Prime example 5. « SBB Advent Calendar 2014»
  18. 18. «SBB Advent Calender 2014» Integrated Communication & Interaction Content
  19. 19. Owned Media Social Media (Earned Media) Highest Clickrates ever! Most successful Blogpost 2014 SBB Newsletter SBB Homepage SBB Blog Facebook YouTube Twitter 92’000 views YT Over 300’000 organic reach FB Prime Example. “SBB Advent Calendar 2014” https://www.youtube.com/watch?v=3JjuKTNa_r8 Advent Calendar Landinpage Paid Media: to start content distribution on Social Media
  20. 20.  The integrated online communication on "Advent" has been a huge success. The varied prices reflected the diversity of the SBB products related to Christmas  …and what everybody gets out of it, playing it together! 170’000 participants 312’543 Visits 8 Mio. Impressionen Prime Example. “SBB Advent Calendar 2014”
  21. 21. «Hello» from the SBB E-Business SOC Team! Thank you. Questions?

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