Digital Marketing Summit Keynote

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7 elements for a successful digital presence Digital Marke6ng Summit in Dhaka, Bangladesh Keynote speaker Michael Leander www.michaelleander.me

description

Digital Marketing Summit in Dhaka, Bangladesh keynote presentation delivered by keynote speaker Michael Leander. The talk is about digital marketing and covers a number of relevant tips and insights on digital marketing.

Transcript of Digital Marketing Summit Keynote

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7  elements  for  a    successful  digital  presence  

Digital  Marke6ng  Summit  in  Dhaka,  

Bangladesh  

Keynote  speaker  Michael  Leander  

www.michaelleander.me    

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These  slides  were  presented  at  The  Digital  Marke3ng  Summit  in  Dhaka  on  

20  September  2014    

The  conference  was  organized  by  Bangladesh  Brand  Forum      

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You  can  handle  the  truth,  right?    

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In  modern  marke6ng    misconcep6ons,  bad  advice,  poor  decisions  and  wishful  thinking  

prevails.      

Stay  true  to  your  core  brand,  your  marke6ng  founda6on  and  be  realis6c  about  what,  why  and  –  especially  in  

an  emerging  market  –  when  !  

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The  purpose  of  marke6ng  is  to  acquire,  convert,  sustain  and  grow  

customers  whom  then  in  turn  will  a0ract  other  customers  through  

referrals  

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Drive  towards  your  objec:ves  first  ,  deadlines  second  !    

See  video  about  being  objec:ve  driven  h0p://www.youtube.com/watch?v=4mxvy_usWz8    

If  95%  of    you

r  effort  is  here

,  you  are  wron

g  !    

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Which  presenta:on?  

A  –  With  fun  

B  –  Without  fun  

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Walks  like  a  duck,  talks  like  a  duck  ….  

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Why  are  we  so  busy  reinven6ng  the  wheel,  when  we  haven’t  fixed  the  basics  yet?    

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Can  the  future  help  you  make  digital  work  tomorrow?    

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The  answer  is    

NO  !      

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Be  where  your  customers  are  and  an:cipate  where  they  will  be  in  the  future  

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Basics  are  boring  !  Tell  me  how  to  create  

a  viral  campaign  

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Proven  formula  for  viral  

marke5ng  –  learn  how  to  

start  spreading  the  news  

15  

What  you  need  to  know  to    create  a  viral  campaign  

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How  to  create  a  viral  video  

See  the  Jennifer  Aniston  and  Smartwater  viral  movie  here  hNp://www.marke3ngtelly.com/Jennifer-­‐Aniston-­‐s-­‐Sex-­‐Tape-­‐Smartwater-­‐viral-­‐campaign_v194.html    

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The  Danger  of  Band  Wagon  &  The  Urgency  of  New  

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New  opportuni:es  to  interact  and  get  a  response  from  your  

audience  using  QR  codes  (or  not)  

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Fad  out  and  think  about    fric:on  and  audience  behavior  

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People  are  not  like  you    –  they  are  different    

Meet:    Leave  me  alone  Larry  &    Hold  my  hand  Harry  

 

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Meet  Hold  My  Hand  Harry  

•  Not  digitally  savvy,  connected  on  ad  hoc  basis  

•  Needs  to  have  most  things  explained  

•  Needs  to  talk  to  a  real  person  

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Meet  Leave  me  Alone  Larry  

•  Digitally  savvy  •  100%  self-­‐serviced    •  Rarely  talks  to  real  person  •  Expects  you  to  respond  within  3  minutes  and  14  seconds  in  any  channel  

•  “Lazy  and  therefore  loyal”  

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When  will  this  be  a  reality?  

To  get  a  link  to  view  the  Digital  Na3ves  video  send  an  email  to  [email protected]      

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Your  audience  is  exposed  to    3-­‐6000  

adver:sing  messages  every  

single  day  

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Key  trends  changing  buying  behavior  

•  Tradi3onal  buying  behavior  =  easy  to  map  

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Key  trends  changing  buying  behavior  

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Short  a0en:on  span,  loads  of  intrusion  -­‐  how  do  you  cut  through  the  clu0er?  

Brain  filter  

 Do  I  know  you?  Do  I  need  you?  Can  I  trust  

you?    

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How  to  get  into  the  Mind  Box?  

Unique  passionate  emo:onal  authen:c  focused  

interac:ve  meaningful…  

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3  step  approach  to  a  winning  omni-­‐channel  centric  marke:ng  strategy  1) Know  where  your  customers  are  and  what  their  media  preferences  are  in  each  step  of  the  buying  cycle    

2) Incorporate  digital  (mobility)  channels  into  your  marke3ng,  sales,  delivery  and  reten3on  process  

3) Have  technology  and  skills  in  place  for  “real-­‐3me  marke3ng”,  “customiza3on”,  “self  service”  and  measurement  

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Easier  said  than  done.    Scarcity:  Time  &  Competence,  but  an  

abundance  of  opportuni3es  too,  for  example:  

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Get  10  Facebook  friends  to  vouch  for  you  to  get  your    

quick  loan  

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Which  reads  the  most    words  per  minute  –  the  eye  or  the  ear?  

2.500  words  per  minute   125  words  per  minute  

Quote:  Eye  reads  20  3mes  faster  than  the  ear  @michaelleander    

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Pictures  drives  engagement  –  videos  too  

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Let’s  set  a  new  world  record  •  Take  a  picture  of  the  person  sibng  next  to  you    (have  a  chocolate)  

•  Pass  the  camera  around  quickly  –  we  only  have  45  minutes  

•  Don’t  want  your  pic  on  Facebook  –  cover  your  face  

Trondheim,  Norway  

Sydney,  Australia  

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Visuals  s:r  emo:ons  in  a  heart  beat  

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Make  image(s)  sell  !     Photos  travel  if  

they  are  fun  

Include  USP’s  and  URL’s  if  possible  

S3r  an  emo3on  

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Find  a  picture-­‐editorial  style  that  works  in  all  channels  

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Hero  shots  telling  stories  

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Consistency  with  a  superb  content  concept  

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Use  humor  and  demonstrate  the  benefit  of  your  product  

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Digital  Marke6ng  Summit  Hashtag  #DMS2014  

 My  handle  

@michaelleander  www.twiNer.com/michaelleander  

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How  to  approach  social  media  for  

immediate    Return  on  Marke:ng  Investment?  

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48  

Listen  to  the  conversa:on  

&  react  

1  

2  

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Reac:ng  to  men:ons  

•  Monitor  across  all  plalorms  •  Have  tool  for  managing  •  Have  tool  for  reac3ng    

Try  search.twiNer.com    

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My  Foursquare  message  

Unexpected  reply  

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Relevant,  6mely  interac6on    with  customers  and  prospects  on  a    1-­‐to-­‐1  basis.  One  person  at  a  6me  

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So  –  what  about  words?  

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Words  ma0er  a  lot  more  than  you  think,    

but  only  if  you  know  which,  why,  when  and  for  how  

long  

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Which  last  step    call  to  ac:on  (CTA)    bu0on  is  more  effec:ve?  

Get  my  thing   Get  your  thing  

Wins  9  out  of  10  :mes  

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The  Power  of  Words  

See  the  power  of  words  video  here    •  hNp://www.marke3ngtelly.com/The-­‐Power-­‐of-­‐Words-­‐A-­‐very-­‐inspira3onal-­‐video_v294.html    

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Landing  page  #1   Landing  page  #2  

Which  landing  page  generated  most  conversions  in  this  A/B  split  test?  

275  conversions   110  conversions  

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Pay  a0en:on  to  details  &    don’t  be  afraid  to  experiment,  don’t  be  afraid  of  failure  

Create  a  culture  of  experimenta:on  

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70%  of  people  make  purchasing  decisions  to  

solve  problems.  30%  make  decisions  to  gain  

something.  Source:  Impact  Communica3ons  

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Meet  Good  ‘ol  AIDA  A  =  ANen3on  (Awareness)  I  =  Interest  D  =  Desire  

A  =  Ac3on  

R  =  

Recommen

da3o

n  /  

Share  

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Meet  the  new  AIDA  A  =  ANen3on  (Awareness)  I  =  Interest  D  =  Desire  

E  =  Engagement    

A  =  Ac3on  

Engage  me  

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New  AIDEA  Example    •  Oreo  •  USA  /  Global  •  100  days  of  

trending  stories  

•  Facebook,  Pinterest,  TwiNer,  microsite  etc.  

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Oreo  Daily  Twist  –  see  video  here  

Tweet:  @michaelleander  invent,  integrate,  interact  is  key  

•  The  Oreo  Daily  Twist  campaign  can  be  seen  here  hNp://www.marke3ngtelly.com/Oreo-­‐Daily-­‐Twist-­‐Award-­‐Winning-­‐Social-­‐Media-­‐Marke3ng-­‐Campaign_v327.html    

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ABOA  

A0ribute  Benefit  Objec:on  Answer    

     

   

64  

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ABOA  exercise  for    lead  genera6on  campaigns  

#     Agribute  (feature  or  characteris6cs)  

Benefit  (to  the  customer)  

Objec6on  (why  isn’t  the  customer  interested)  

Answer  (to  objec6on)  

1  

2  

3  

A  lead  genera3on  campaign  is  a  campaign,  which  leverages  a  combina3on  of  channels  to  acquire  qualified  leads.  The  measurement  is  typically  based  on  Cost  Per  Lead  or  the  beNer  Cost  Per  New  Customer  or  Cost  Per  Order  

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Let’s  talk  basics!    ACID  TESTING  

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Which  of  these  three  elements  do    you  consider  to  be  the  most  important?  

A)  Crea3vity  

B)  Proposi3on  (message)  

C)  Target  audience    

55%  

30%  

15%  

Investment  distribu:on  in  most  businesses  

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Matching  your  message  with  the    right  target  audience  is  very  important  

10%  Crea:vity  

30%  Proposi:on  (message)  

60%  Target  audience    

Invest  more  in  improving  access  to  your  target  audience  and  knowledge  about  your  target  audience  for  improving  results  immediately  

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Don’t  count  the  customers    you  reach  –  Reach  those  who  count  

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See  this  funny  film  by  click  on  the  link  below    

hNp://www.marke3ngtelly.com/Catherine-­‐Tate-­‐the-­‐offensive-­‐translator_v265.html    

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Content  in  context  =    Higher  conversion  

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Connec6ng  content  to  the  buying  process    

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What  really  decides  consumers  to  buy  or  not  to  buy  is  the  content  of  your  adver:sing,  not  its  form.  

David  Ogilvy    

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Using  humor  is  fine,  but  make  sure  you  connect  to  your  core  value  proposi:on  

Find  the  Berlitz  TV  commercial  that  went  viral  here    hgp://www.marke6ngtelly.com/Berlitz-­‐viral-­‐tv-­‐commercial-­‐the-­‐coast-­‐guard_v325.html    

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Wow’in  is  not  enough.  You  must  know  how  to  a0ract  monetary  value  from  your  ac:vi:es  wherever  they  take  place  

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5  Easy  ROMI  Tips  •  Set  specific  and  3me  limited  objec3ves  •  Understand  interdependencies,  i.e.  if  your  banner  ad  doesn’t  work,  maybe  the  problem  is  your  landing  page,  not  the  traffic  generated  

•  Content:  Beware  of  Winners  &  Fillers  •  Break  it  down!  Life3me  value  >  acquisi3on  costs  >  nurturing  costs  >  data  capture  costs  

•  Track  everything  and  store  in  campaign  system  linked  to  CRM  (1  data  repository)  

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AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement  Share  is  good  ac:on  counts  

Like  is  NOT  a  currency,  engagements  conver5ng  to  ac5ons  are  @michaelleander  

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Likes  

Clicks    Shares  

Ac6ons  

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Digital  cannot  fix  all  problems  

To  connect  on  Linkedin  use  [email protected]    

•  See  the  French  viral  video  here    •  hNp://www.marke3ngtelly.com/Incredible-­‐viral-­‐marke3ng-­‐campaign-­‐with-­‐a-­‐powerful-­‐punchline-­‐share-­‐if-­‐you-­‐care_v324.html    

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Understand  what  is  relevant  to  measure    and  why  it  ma0ers  to  your  success  

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How  to  structure  a  website  for  maximum  response  and  

success?  

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Focus  on  conversion  path    and  usability  

The  8  second  test  

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What  did  you  see?    

Ø Create  a  clear  path  for  naviga3on  targe3ng  different  audience  types  (personas)  

Ø Make  it  easy  to  understand  where  to  go  next  Ø Think  about  a  funnel  

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No  more  one  size  fits  all  –    no  more  pretending  

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Personalize  and/or  customize  the  online  experience  

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Dumb  sta6c  approach:  Homepage  

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Sta:c  approach  insight  driven:  What  does  your  visitor  want  to  do  next?    

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Model  for  content,  customiza6on    and  personaliza6on  planning  

 

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Can  your  visitors  FURDIC  ?    

– Find  – Understand  – Relate  – Do  – Interact  – Complete  (transac3on)  

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FIND,  Serve,  Convert   Dynamic  

Entry  page  

Campaign  

Google  

Social    

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Am  I  in  the  right  place  ?    

Looks  for  signals    

Finds  signal  quickly  

No  signals  found  

Good  experience  

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Use  commonsense  >  increase  your  conversion  rates  Banner  adver3sement    

Landing  page  

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In  Summary:  Own  the  Experience  >  An3cipate  customer  needs  >  Provide  3mely  service    >  Differen3ate    communica3on  >  Personalize    communica3on    >  Understand    preferences  

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CALL  ME    +45  27  28  29  53    EMAIL  ME  [email protected]      TWEET  ME  @michaelleander