ion Customer Spotlight: The Inside Story of Interactive Content Success Straight from FedEx

transcript

FedEx LIVE!ion Customer Spotlight:

The inside story of FedEx’s successful deployment of an interactive content program.

In Today’s Presentation

•Why take the leap?•Real-life look at an Interactive

Content Success Story•Challenges‣ Experiences that Simplify‣ Results

•Q&A

Overheard by Marketers

Interactive content isn’tright for my audience.

My team isn’t readyto adopt something

like this.

We really need just one interactive tool,

not a program.

It will take too longto get this done at

my company.

We’ll give it a try, but ifit doesn’t work, we will

re-prioritize other things.

We just don’t havethe time or resources

to focus on this.

Big Benefits with Interactive Content

87% agree that interactive contentgrabs the attention of the reader more

effectively than static content.*

* 2017 Content Marketing Institute’s Research Report

75% agree that non-gated interactive contentcan provide a “sample” of the brand, resulting

in a higher degree of lead nurturing.*

73% agree that combining traditional content marketing tactics with interactive

content enhances retention of myorganization’s message.*

68% agree that interactive contentprovides valuable ways to repurpose my organization’s passive content.*

46% indicated their organization has used interactive content as part of its overall

mix of content marketing tactics.*

79% of content marketers who are using interactive content plan to increase their

use of it in the next 12 months.*

What Could Be More Important?

Interactive Content Success:The Inside Story

Challenge:

• The FedEx Small Business Center (SBC) is a resource that guides entrepreneurs and needed updating .

• The Freight Central site included a wealth of information about shipping for both national and global markets. But needed to be better organized and utilized for small businesses to succeed.

Help Small Businesses Succeed

Challenge:

• With efforts to enhance the SBC, we teamed with FedEx Freight Content Lead Brian Smith with the goal of migrating the Freight Central external micro-site to the SBC and create an interactive experience to walk business owners through the often-complicated process of freight classification and shipping as well as introduce the all new Freight service offering, Freight Box.

Help Small Businesses Succeed

interactive contentenables you to deliverengaging, educational, differentiated content

experiences.

”– Danny Kirkman, Marketing

Specialist Advisor, FedEx

The MissionReduce cost of content creationIncrease speed to marketImprove our connection to customers

• Have a “Go to Market” strategy and plan• Embrace a Good-Better-Best approach• Before you begin, commit to shared

mission of success • Set correct expectations on timing

of success, results• Consult and lean-on experts

Starting OutLaying the Foundation for Success

Solution

• We began by streamlining the “Getting Started Online” section of the ecommerce tab on the SBC by auditing all of the existing content

• We divided the content into 5 parts (Plan, Build, Deliver, Attract and Grow), which covered the journey of starting a small business from start to finish

Simplify Customer Education

Solution• In conjunction with ion interactive, the

FedEx Small Business Center team built six experiences to help gamify, and also simplify, the freight and international export shipping process for users

Simplify Customer Education

Tools That SimplifyInteractive Experiences: • #1: Freight Shipping 101

• #2: FedEx Freight® Box

• #3: Less-Than-Truckload (LTL) Shipping

• #4: LTL Freight Classification Tool

• #5: Customs Compliance Made Easy

• #6: The Export Road Map

The Experiences

FedEx Assessment

LTL Freight Tool

LTL Freight Shipping 101

Customs Compliance Made Easy

The Results

Initial Results:The Freight Box experience alone has generated 136,000 visits and showed a 151% increase of shipments over the previous six months before the page existed.The service has also seen an 86% average growth in month over month volume.As well as an 82% average increase in month over month revenue.

Initial Results:The page has become the third most trafficked on the SBC with the Class Tool in fourth.The Huffington Post named FedEx Small Business Center one of the “10 Top Small Business Sites” of 2016.SBC recently named one of the Kapost 2016 Top 50 B2B Content Marketing sites.

Results:

Switching to interactiveexperiences has simplified the customer education process, engaged the small business

customer base and expanded Brand loyalty.

”– Danny Kirkman, Marketing

Specialist Advisor, FedEx

FedEx is Winning!!!

• Improved speed into market - 3 month v 9 month• Cost savings• Giving time back to the team• Marketing technology adoption is supporting

scale and cross-team efficiency• Internal socialization & recognition is driving

expansion of interactive content as a strategy, and potential for company-wide results and growth

More Wins!

• Testing & optimization of launched experiences.• Expanded interactive content strategy to

International Freight, B2B & eCommerce divisions.

• Development of new Solution Finder tools for Small Business and International Freight.

• With success of the first wave of tools, shift in focus from early-stage engagement and education, to mid-stage tools that drive visitors to specific solutions and services.

Looking tothe Future

Key Takeaways

Audit existing content to determine best fit for an interactive experience.

Choose sections where you can condense multiple pages into one.

Be sure to include all stakeholders early on in the process.

Instead of thinking mobile first, think mobile instead.

Key TakeawaysAlways consider the customer first in anything you do, your job is to make their journey easier.

Measure, measure, measure, without measurement there’s no point.

Choose the right advocates.

Motivating Factors

Tools to Simplify the Process

Tools to Reduce the Cost

Tools to Shorten the Timelines

Education on How to Use

Best Practices

Ease of Use

More Budget to Experiment With

Proven Case Study Examples

Buy In at the Executive Level

Nothing 1%

www.ioninteractive.cominfo@ioninteractive.com twitter: @ioninteractive

Thank You