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Everybody creates content

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Do you have success?

Would it make you feel happy to get some more comments, likes, shares?

Short: that your audience gets involved…

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Are you shouting in the desert?

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We offer a not so secret recipe.

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Simple ingredients for successful content

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Simple ingredients for succesful content

Case study:

Gap in the Market

by KBC Banking & Insurance

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Short: Gap in the Market

KBC Banking & Insurance is a catalyst for our economy and supports

local business with:

Expertise

Advice

Support payment traffic

Risk hedging

Loans

KBC brings “supply and demand” together in this campaign, created

for local (starting) entrepreneurs.

The content to help entrepreneurs will be created by the community.

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Short: Gap in the Market

Phase I “Demand phase”

February 2013

“What’s the gap in the market in your town?”

kbc.be/hetgatindemarkt

Phase II “Fill the gaps”

March 2013

Asking (starting) entrepreneurs to fill those gaps.

External campaign about 6 real KBC-cases who have succesfully filled a gap in the market.

Phase III “Social Battle” April 2013

“Battle” between starting entrepreneurs who have filled a gap in the market. Winners get a chance to use 1 of 20 company cars for half a year.

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6 important “ingredients”

#1 Community

#2 Interest

#3 Platform

#4 Fundament

#5 Content creation

#6 Use the content

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#1 Community = king

DO NOT CREATE CONTENT,

COMMUNITY WILL CREATE CONTENT.

Who knows the community best?

Who speaks the language?

Who knows what they want to hear?

Answer: the Community

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#1 Community = king

DEFINE THE COMMUNITY

Who’s YOUR target?

What do YOU want to share?

What information do YOU want?

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#1 Community

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#2 Interest

FIND COMMON INTEREST What’s a common issue in the community?

What’s a common interest?

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#2 Interest

THE INTEREST IS YOUR CONTEXT It engages the community to respond,

discuss, talk, share, …

But:

The interest is also important for you.

As it will define if the necessary content

will be created.

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#2 Interest

Individuals:

What’s missing in your town?

Starting entrepreneurs:

What gaps can you fill, and where?

KBC:

Who wants to start a business, can we

help them?

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#3 Platform

CREATE A PLATFORM To create content

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#3 Platform

CREATE A PLATFORM To define the rules

To define the context

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#4 Fundament

CREATE A BASE Give a kick-start.

People don’t want to be the first.

If not… there will be no creation of content.

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#4 Fundament Prefill with statistic data by Truvo

User generated data from market survey by Corelio via iVOX

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#5 Start! Let them create content! Let your community know they

can give THEIR opinion.

Give them a sign that’s they can

be heard!

Show the way to your

platform.

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#5 Start! Let them create content!

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#6 Use the content!

177.157 Gaps in the Market

Community registered

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#6 Use the content!

300.000 unique visitors on website during campaign (1 Feb – 25 March)

The platform www.kbc.be/gatindemarkt is still a source

to find information on local business opportunities.

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#6 Use the content!

1.427 ideas of entrepreneurs

Every entrepreneur who entered an idea,

is invited for a personal chat in his local KBC branch.

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#6 Use the content!

Result:

• Positive talk in the community (individuals and entrepreneurs)

• Demand on working together with local city council

• Unizo, associations of entrepreneurs, … ask to work together

• Media cover the stories of starting entrepreneurs (tv, newspaper, radio)

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The Gap in the Market: 20.398 mentions

WWW.KBC.BE/GATINDEMARKT