Date post: | 29-Jan-2018 |
Category: |
Marketing |
Upload: | ion-interactive |
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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.*
87%
* 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.*
75%
* 2017 Content Marketing Institute’s Research Report
73% agree that combining traditional content marketing tactics with interactive
content enhances retention of myorganization’s message.*
73%
* 2017 Content Marketing Institute’s Research Report
68% agree that interactive contentprovides valuable ways to repurpose my organization’s passive content.*
68%
* 2017 Content Marketing Institute’s Research Report
46% indicated their organization has used interactive content as part of its overall
mix of content marketing tactics.*
46%
* 2017 Content Marketing Institute’s Research Report
79% of content marketers who are using interactive content plan to increase their
use of it in the next 12 months.*
79%
* 2017 Content Marketing Institute’s Research Report
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
FedEx Assessment
FedEx Assessment
FedEx Assessment
LTL Freight Tool
LTL Freight Shipping 101
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
* 2017 Content Marketing Institute’s Research Report
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
Other
Nothing 1%
5%
20%
36%
41%
42%
45%
46%
52%
41%
41%