Content Marketing - Claim Conversation Globally by Rolf Visser

1

HOW TO “CLAIM THE CONVERSATION, GLOBALLY” ROLF VISSER | 罗夫

Payvision Group – Head / Vice President Global MarketingCBEC – Chairman & Founder

2

3

TransactionalEvents | Direct Mail | News & Press | Search & Social | Advertising | RTV | …

ConsultativeResearch | White

Papers | Infographics | Surveys | Case Studies

| …

5

6

7

8

Ouch… TOP-5 is NOT about OUR FOCUS

Ouch… TOP-5 is NOT about OUR FOCUS

9

10

Being Found….

11

12

Roadmap Marketing 2013

Business TransformationEmbrace inbound and content marketing as a strategy and a culture. Inbound marketing is any marketing tactic that relies on earning people’s interest instead of buying it.

Payvision Group

One-stop Global Payment Processing Platform to Merchants Global Domestic Acquiring with the same quality in all regions.

CONNECTING THE DOTS... CONNECT AND GROW

Madrid

Amsterdam

London

Tokyo

Hong Kong

Macau

AucklandSingapore

San Francisco

Utah

Toronto

New York

HQ

Regional Office

Development center

2/3

Acapture, by Payvision, offers

A simple process, in your customers language and currency, using familiar,

trusted payment methods

Rapid card payment processing

60+ of the most popular

alternative payment methods

150+ Transaction currencies

3/3

LATAM

EUROPEAPAC

MENA

RUSSIAUS/CANADAMultiple channels

SocialMobile

Store Tablet

Online MOTO

16

Modern Marketing Approach & hired an Award Winning Team! Transforming Old Skool into Inbound in 18 months starting Oct 1, 2011

DavidAmsterdam

June 2015

B2B Writing

RolfAmsterdamJuly 2011

Global Marketing Strategy &

Tactics

FlorianaAmsterdamSep 2012PR | Social

M.V/Blog Writing

AdamAmsterdamFeb 2013Website / SEM CSS Styling

KeiraAmsterdam

March 2014B2B

Writing

AlbertoAmsterda

mApril 2015

Front End UX-Design

ShantyAmsterda

mSep 2011Oct

2013B2B

Writing

PhilipAmsterda

mSep 2011Feb

2013Website Admin

Roadmap Marketing 2013

Business AlignmentModern marketing approach, different skills, different play, new cards – Business that matters.

Roadmap Marketing 2013

Primary AudienceSex and the City / Top Gear

Roadmap Marketing 2013

White PapersCase Studies & TestimonialsInfo graphics & Fact sheetsVODcasts

Regional Alignment

Roadmap Marketing 2013

Communication Shift, yeah been there….…. on top, Millennial DMUs are coming!

Roadmap Marketing 2013

Being Found…. Search rules…. Start Listening!

Roadmap Marketing 2013

Content Sharing, Being Found, Sharing Best Practices, Claim Authority > Brand Equity!

Roadmap Marketing 2013

Engage, Exchange, Experience, Evangelism...

Roadmap Marketing 2013

Need To Share AttitudeThis shift in attitude is characterized as a move from a “push-based” information flow to a “pull-based” flow.

Roadmap Marketing 2013

Happening for a ReasonSeed the network with content that gives the users a reason to join the network when invited

Roadmap Marketing 2013

Video Rules

Roadmap Marketing 2013

Make Search Engines Love You! Who cares about the Experience? I do!

It's not just about creating and publishing content; you must build a COMMUNITY of READERS who relate to your message and find your content RELEVANT.Shift your

thinking from “what can you do for me,” and instead focus on, “what can I do for you?” Helping someone else become an influencer! Jeremiah Owyang

INFUENCERS WHO DOES MATTERHOW TO GET NOTICED.... OUTSIGHT INSIGHT

29

30

31

32

33

34

35

36

Cross-Border Ecommerce CommunityBeing the 1st in the Payment Industry acting as Publisher

1st “Global SME Commerce Academy”

Ambitious Vision – completion in 18 months! / > 48 partners发展目标 -18个月覆盖全球范围！ / 超过 48个合作伙伴

全球跨境电子商务联盟

39

Cross-Border Ecommerce Knowledge Hub / CommunityConnect – Collaborate – Share - Learn – Innovate

Cross-Border Ecommerce is HOT!Some facts & figures CBEC website traffic

41

MORE TRAFFIC BLOG & CBEC

Corporate Blog in niche market generated 6,413 visitors in 2014 which is 148,3% growth compared to 2013 (NB. KPI set for 10%)

0 2583 6413

Payvision videos and reports, found by search on ‘cross-border ecommerce’, generated 14,840 focused visitors to CBEC microsite, an increase of 523% compared to 2013.

2382 148400

42

DOWNLOADS EMAIL CONTACTS In niche market, targeting only tier-1 (only industry, not merchants!) 2012: from scratch to 2,220 download requests2013: from 2,220 to 4,458 downloads (100,8%)2014: from 4,458 to 10,210 (129,0%)

43

LEAD SOURCES ORGANIC RULES

Content for search engines (organic search) is the absolute no.1!Versus Email marketing that did not bring us any leads in spite of the call for actions in the email we’ve sent. That matches with the average benchmark of 0.5% – 1.5% click open rates of email marketing. We even reached 4.7% click open and still ‘1’ lead!

44

SOCIAL MEDIA TWITTERYear end 2014, Twitter reached the level of 1,278 good quality and relatively active followers of which the most are men, located in USA and UK.

November 2015 niche

market over 2,200

followers – 58,1%

45

SOCIAL MEDIA LINKED INLinkedIn up from 959 followers year end 2013 to 2,000 ‘milestone’ reached in November 2014, an increase of 92% - and promising with a week over week growth rate of 25%.

November 2015 niche

market over 4,000

followers – 100%

46

47

48

PNB PARIBAS | VISA EUROPE |JAPANESE GOV. | BARCLAYS | DE ONDERNEMER | “SOURCE:” |REUTERS | WALLSTREET JOURNAL | CCTV

We’ll be the new group on Tour ;o)

50

In Asia, Mainstream Doesn't WorkLanguage, Culture, Relationships, Trust , Continuity and Experience…Search versus Offline Meetings.

MEA, Mainstream Doesn't WorkLanguage, Culture, Integrate Online Programs to coordinate and encourage Offline Meetings.

LatAm, Mainstream Doesn't WorkLanguage, Culture, Integrate Online Programs to coordinate and encourage Offline Meetings.

You will make the difference