ONLINE STORYTELLING and measuring marketing effect.

Once upon a time, there were rabbits…

Small  Lives  in    Rwanda  

Highly    resistant    to  heat  

HUGE  

Lives  in    Belgium  

Can’t  stand  heat  

…of  different  types.  

HUGE  

They  could  be  crossed  

Tasty  

Highly    resistant    to  heat    

 There  were  also  people…  

…  used  to  struggle  for  food.  

And other people willing to help.

Not  a  Major  Fundraiser  1.250  donators  

Small  awareness  In  Belgium  

EXTREMELY  MOTIVATED  !  

Increase  awareness  

Engage  People  

Collect  opVns  

Convert  New  Donors  

Build  a  Story  

Make  the    story  live  

 ObjecVves  

So they came to us…

and here is how we built a solution.

 1-­‐  Brainstorm  to  write  a  story  

Bisnode is buying 2 rabbits and sends them to Rwanda. There, they become breeder rabbits, crossed with the local type. The offspring is given to local population, where it continues reproducing, helping people building an economy (and giving them ultimately food). We are also making a contest to

send 2 of our Permesso members to Rwanda as Ambassadors. There, they will write blog articles during a week, to promote the work of Dzg/Vsf. During the whole process, we try to engage people to give their opt-in. Then prospects will be converted into clients with a Lead Nurturing process.

 2-­‐  Slice  it  in  chapters  

Table of contents Introduction……………………………………….1 Part 1 – Prospection Story Chapter I - Finding our Ambassadors…......2 Chapter II - A name for the rabbits ………...3 Chapter III – Rwanda, Day 1 ………………..4 Chapter IV – Rwanda, Day 3 ………………..5 Chapter V – Rwanda, Day 5 ………………..6 Chapter VI – Rwanda, Day 7 ………………..7 Part 2 – Lead Nurturing Story Chapter VII – June 2014 ………………………8 Chapter VIII – July 2014 ………………………9 Chapter IX – August 2014 ………..………….10 Chapter X – September 2014 ………………..11 Chapter XI – October 2014 ….……………….12 Chapter XII – November 2014 ……………….13 Chapter XIII – December 2014 ………………14 Conclusion………………………………………….15

 3-­‐  Transform  them  in  a  campaign  calendar  

Table of contents Introduction……………………………………….1 Part 1 – Prospection Story Chapter I - Finding our Ambassadors…......2 Chapter II - A name for the rabbits ………...3 Chapter III – Rwanda, Day 1 ………………..4 Chapter IV – Rwanda, Day 3 ………………..5 Chapter V – Rwanda, Day 5 ………………..6 Chapter VI – Rwanda, Day 7 ………………..7 Part 2 – Lead Nurturing Story Chapter VII – June 2014 ………………………8 Chapter VIII – July 2014 ………………………9 Chapter IX – August 2014 ………..………….10 Chapter X – September 2014 ………………..11 Chapter XI – October 2014 ….……………….12 Chapter XII – November 2014 ……………….13 Chapter XIII – December 2014 ………………14 Conclusion………………………………………….15

Ambassadeurs  Campaign  

Newsle3er  June  4  Ar6cles  Campaigns  

Newsle3er  July   Newsle3er  August   Newsle3er  September  

Newsle3er  October   Newsle3er  November   Newsle3er  December  

Rabbits  Campaign  

4-­‐  Work  your  introducVon…    

Introduc6on    The  KPIs    Number  of  Mail  Openers…………………..Brand  Aw

areness  

Number  of  Mail  Clickers………………..……….Website  Traffic  

Number  of  OpVns……………………………..…..New  Prospects  

Amount  of  Gi^s  ……………………………………………………..ROI  

 -­‐-­‐-­‐    

5-­‐  …  so  that  your  conclusion  is  a  success!  

Chapter I - Finding our Ambassadors

Chapter I - Finding our Ambassadors

Sent  

Openers  

Clickers  

Candidates  

Op6ns  

                                     505.605  Permesso  Members                                70.533  (14%)                      2.110  (3%)              237  (11%)    192  (81%)    

3 Ambassadors

Chapter II - A name for the rabbits

Chapter II - A name for the rabbits

Sent  

Openers  

Clickers  

Candidates  

Op6ns  

                                     505.605  Permesso  Members                                70.533  (14%)                      2.110  (3%)              237  (11%)    192  (81%)    

   70.533  Openers  of  Chapter  I    

                               45.141  (64%)                                                                                        2.638  (6%)                                            746  (28%)  

           598  (80%)  

 

Test  Segment:  8%  

Chapter III to VI - A trip to Rwanda Day  1   Day  3   Day  5   Day  7  

opVns   opVns   opVns   opVns  

opVns  

Lead  Nurturing  (June-­‐December)  

Other  Sources  

Gi^s  

Final KPI

With  Storytelling   Without  Storytelling  >   ?  

Conclusion

Online Storytelling has a huge impact on Open Rate ( 64% vs 8%)

At the end of the year we will know if it also have an Impact on Return on Investment.

Epilogue

Bisnode

THANK YOU

 www.bisnode.be | www.bisnode.com @bisnodebelgium Follow us on  

Florent.Diverchy@bisnode.com @thefrenchflo  

David .Verbustel@bisnode.com @davidv