Tristan Lavender | Deloitte NetherlandsContent Marketing Conference Europe | Antwerp, June 10

How to create a content-drivenand customer-centric company culture

and customer-centric company culture

Opening slide

Mark. Jan. Robyn.The story of

Mark.

Jan.

Robyn.

Opening slideThe plot thickens…

Annika.

“This is great!!We need to generate more awareness for this within Deloitte!”

From: Annika SponseleeReceived: February 18, 2014

Training the team.

Opening slideAnd they blogged happily ever after…

Opening slideThe Big Cultural Shift.

Command and control.Conversations.

Planned over the long term.Real-time.

Content. Media. Tools. People

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Why focus on people?

1. It’s what your customers want.

What global B2B brands communicate about

What B2B buyers value in a brand

Source: McKinsey, 2013

Honest, open dialogue

High level of specialist expertise

Fits with my beliefs and values

Corporate social responsibility

Shapes the direction of the market

Innovation

Global reach

What global B2B brands communicate about

What B2B buyers value in a brand

Source: McKinsey, 2013

Honest, open dialogue

High level of specialist expertise

Fits with my beliefs and values

Corporate social responsibility

Shapes the direction of the market

Innovation

Global reach

I don’t give a f*ck.

Who do you trust most as a source of information?

Company’s CEO

Company’s employee

Activist consumer

Academic

Media spokesperson

Source: Edelman Trust Barometer, 2013

27%

36%

25%

21%

16%

Opening slide

Why focus on people?

2. It’s what a cultural shift demands.

Opening slideFocus on the right people.

Create content for a human being

Q&A

Opening slideSix keys tocultural change.

1. Make your employees proud.

(In English)

Great gift!!! Thanks!!#bloggerofthemonth#deloitte

2. Use data to educate employees.

3. Create role models high up.

4. Don’t talk marketing. Talk business.

5. Focus on people’s strengths.

6. Use channels they are familiar with.

(In English)

Share these new articles in your network!

Opening slideBringing it alltogether: a recent case

(In English)

A data analysis of our country

Healthcare Education Job market Real estate Fraud

Amplify your content.

Have your employees engage.

Invite your employees to share content.

(In English)

Dear colleague, today we launch ‘State of the State’, a data analysis of our country. Check out www.stateofthestate.nl

Hans van Vliet

Generate awareness for content.

Engage employees in content creation.

Bring the online and offline together.

Opening slideThank you!

Feel free to connect or drop a line

nl.linkedin.com/in/tristanlavender/

@tristanlavender

tristanlavender@gmail.com