Content Marketing @ SBB Swiss Federal Railways

Content MarketingSwiss Federal Railways, SBB

Sarah Stiefel Head of Content Marketing, E-Business

Swiss Federal Railways, [email protected]

www.sbb.ch - www.cff.ch - www.ffs.ch

ENTER 2015 Swiss day

2

http://youtu.be/oGW4A_zvyYM

Sarah StiefelHead of Content Marketing SBB E-Business

@cieletta www.about.me/cieletta

[email protected]

1. Intro2. Content Strategy3. Practical Examples4. Questions

SBB Passenger Traffic967 000 pers./day

SBB Cargo

175‘000 t goods/day

SBB Infrastructure3138km rail network

SBB Real Estate

3500 buidlings

Intro.SBB as a Company. 29 000 employees from 93 countries of origin in 150 professions.

Rail Europe Transport Int.

Excursions Domestic

Switzerland Travel CenterHotels domestic

Holiday Appartements

Travel Agency Intern.

Domestic Transportation

Strategic Partnership

Swiss Tourism

Transportation Europe

Combined Mobilitydomestic

SB

B &

Su

bs

idia

rie

sS

BB

Pa

rtn

ers

hip

s

Various domestic tourism service providers.

European tourism marketing organizations of boarder

countries.

International tourism marketing organizations and service

providers.

Domestic Tourism Incoming/Outgoing Tourism

Swiss Travel System Transport Incoming

Intro.SBB in Tourism.

Content Marketing SBB Swiss Federal Railways

Swiss eTourism DayENTER Conference, Lugano

February 3rd 2015

7

Challenge

• Information overkill and advertising fatigue.

Mission

• Right content, right target groups, right format, right channels.

Strategy

• Relevant content told in the form of topics and stories.

Benefit

• Potential customers on our platforms, that generate traffic and sales.

Content Strategy.Overview.

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Editoria

l Pla

nning

• Annual planning with main-topics and weekly detail planning.

Basic

Content

• High quality basic information content for every main-topic.

Editoria

l Content

• Editorial storytelling content for each main-topic.

Content Distrib.

• Owned media, social media/earned media and paid media.

Content Strategy.Operational Implementation.

SBB.chm.sbb.ch

Micro-sites

SBB Newsletter

SBB Blog

Pinterest

Landing-pages

Instagram

Dialog-Platforms«Customer Service»

Partners

SBB Homepage

Mobile App

Vimeo

Google+

Owned Media Social Media (Earned Media)

Content Aggregators

Traffic Destinations Content Distribution-Platforms

Traffic Generators

Facebook

Twitter

YouTube

+ Paid Media (Campaigns)

Content Strategy.Platforms and Content Distribution.

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News MonitoringWhat's going on out there? What is spoken about? Where and how are we taking part in the conversation?

Editorial PlanningWhat comes from within? How do we want to position ourselves? What belongs on the agenda?

Content CreationWhat content are we creating? In which forms? for what platforms?By what means?

Content Distribution How do we distribute the content? On which platforms? Who reads/shares it and why? Analytics

In a Nutshell:The SBB Digital Newsroom.

Practical Cases - « Leisure Back-pack Real-Time Giving»

- « RailAway Groups School-Class Trip»

- « Special Offer for Salzburg SBB Mozart»

- « Geneva Cornavin Train Station Inauguration»

- « SBB Advent Calendar 2014»

Owned Media Social Media (Earned Media)

SBB Homepage

YouTube

Twitter

Influencer ConceptReal Time

Giving

Practical Cases.Leasure Campaign: Back-Pack Real-Time Giving.

https://www.youtube.com/watch?v=PEVWbIMjGkU

Paid Media: to start content distribution on Social Media

Owned Media Social Media (Earned Media)

SBB Blog

Instagram

YouTube

Twitter

#SBBSchulreise

User Generated Content

Practical Cases.RailAway Groups: School Class Trip.

https://www.youtube.com/watch?v=x-iFWJQJRbA

Paid Media: 0.-

VS.

Advertising Content Marketing

Practical Cases.Europe Campaign: Special Offer Salzburg.

https://www.youtube.com/watch?v=tKRtLREl-38

120’000 organic views on Youtube!

Paid Media: to start content distribution on Social Media

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Owned Media Social Media (Earned Media)

SBB Homepage

User Generated Content

Over 200 pictures from participants

YouTube

#CFFMilou#CFFCornavin

SBB Blog

(Story)

Influencer ConceptBlogger Apéro

Blogposts and UGC from Bloggers

and Influencers (multiplicators)

Practical Cases.Geneva Cornavin: Train-Station Inauguration.

https://www.youtube.com/watch?v=SrS1iGjdaIY

Paid Media: 0.-

#CFFMilou#CFFCornavin

User Generated Content

Practical Cases.Geneva Cornavin: Train-Station Inauguration.

Key Learnings 1. Define a goal and target group for each concept.

2. Calculate your resources: budget & HR. ROI!

3. Join forces for more impact & lower production costs.

4. Find a trigger to your story: offline activates online.

Prime example

5. « SBB Advent Calendar 2014»

«SBB Advent Calender 2014»

Integrated Communication& Interaction Content

Owned Media Social Media (Earned Media)

Highest Clickrates ever!

Most successful Blogpost 2014

SBB Newsletter

SBB Homepage

SBB Blog

Facebook

YouTube

Twitter

92’000 views YT

Over 300’000organic reach

FB

Prime Example.“SBB Advent Calendar 2014”

https://www.youtube.com/watch?v=3JjuKTNa_r8

Advent Calendar

Landinpage

Paid Media: to start content distribution on Social Media

The integrated online communication on "Advent" has been a huge success. The varied prices reflected the diversity of the SBB products related to Christmas

…and what everybody gets out of it, playing it together!

170’000 participants

312’543 Visits

8 Mio. Impressionen

Prime Example.“SBB Advent Calendar 2014”

«Hello» from the SBB E-Business SOC Team!

Thank you. Questions?