Bisnode Online Storytelling - IgnitionOne Lunch & Learn
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ONLINE STORYTELLING and measuring marketing effect.
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A rabbit's love story: Online storytelling and measuring marketing’s effect. The case of Dierenartsen Zonder Grenzen. DAVID VERBUSTEL
Transcript of Bisnode Online Storytelling - IgnitionOne Lunch & Learn
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
[email protected] @thefrenchflo
David [email protected] @davidv
