Digital marketing & web campaigns
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Transcript of Digital marketing & web campaigns
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Digital markedsføring: Webkampanje
Rune HaugestadRådgiver digital kommunikasjonOdin Media AShttp://odinmedia.no/ansatte/rune-haugestad-0Mobil: 918 18 204Twitter: @runebuzz
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Innhold time 1:
1: Hva bør en planlegge og sjekke til en webkampanje? (Strategi & taktikker)• Digital situasjonsanalyse• ”Permission Marketing” • Mikrostrategier VS. Big bang strategier • Identifisering og definering av; budskap/story tekstinnhold og
keyword research • Hvordan velge kanalmix til WEB kampanjen? • Twitter markedsføring: Bruk av #hashtags • Markedsføringsmodell for web: AIDAS
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Innhold time 2:
2: Valg av verktøy inkl. teknikker og måling av kampanjer:• Organisk SEO for landingssider• Landingsside design/innholdsopt.• Lag tydelige "call to action”• Hvordan måle digitale kampanjer?• Nyttige gratis verktøy:MailChimp, TweetDeck, bit.ly, Klout, og Google Analytics
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http://www.youtube.com/watch?v=3SuNx0UrnEo
Social Media RevolutionSource: Based on #1 International Best Selling Book Socialnomics by Erik Qualman.
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Nye medie vaner habits
Source: Razorfish
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Strategi
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Why create a strategy?“Know your purpose, vision, mission and the message you want to send and how you will send it. Prior analysis brings victory; little or no analysis is foretelling defeat”
Quote: Sun-Tzu 544 - 496 BC
(The Art of War)
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Why create a strategy?
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Strategi prosess:Goal
Objectives
KPIs ROI
Targets
Activities Media mix
Costs
QA
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Hvorfor strategi?
• Unngå satsning uten definerte mål• Flere mikrostrategier i sekvens Vs. En big bang
strategi • Definer måleparametere (KPIs)• Identifisering og prioritering av taktikker• Eierskap, fordeling, tverrfaglighet• Strategien skal være plattformuavhengig, ikke
taktikkene derimot
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Digitalsituasjonsanalyse
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Digital situasjonsanalyse• Hvorfor skal vi kjøre (web/digital) kampanje? • Hva er målsetningen med kampanjen? Budskapet?• Hvem er målgruppen? En? Flere? Hvilke sosiale medier bruker de?• Hva har man lært av tidligere kampanjer? • Hva kan vi lære av konkurrenter? Partnere? Andre bransjer?• Hvordan definerer vi suksess for denne kampanjen?• Hvordan skal vi måle? KR? Nye kunder? Mersalg? (Web
konverteringer)• Hvordan definere måleparametere (KPIs)• Hvem er ansvarlig for kampanjen?• Hvilke markedsføringskanaler & verktøy passer til målgruppen og
innholdet? Hvordan differensiere kampanjen?• Når skal kampanjen lanseres? Tid til planlegging!
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Digital research
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Digital research
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Digital research
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Målgruppeanalyse
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Målgruppe analyseHvem tilhører målgruppen for denne kampanjen? Hva er de opptatt av? Hvem er viktige ”influencers”?
• Domineres målgruppen av et bestemt kjønn?• Hvilket aldersnivå har målgruppen?• Hva slags interesser har målgruppen?• Hva slags holdning har målgruppen til din bedrift og bedriftens produkter og
tjenester? Status for omdømme? Hva sies i sosiale medier?• Hva slags bakgrunn (sosial, etnisk, og kulturell) er målgruppen preget av?
Spesielle hensyn?• Preges målgruppen av noen spesielle holdninger og verdier?• Hva leser målgruppen?• Hvilke betingelser er målgruppen mest opptatt av?• Hvilke spesielle behov har målgruppen?• Hva gjør målgruppen unik?
• Når og hvor (medie) får du mest sannsynlig deres oppmerksomhet?
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Digital research
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Lag personas etter analysenPersonas er en metode for å beskrive typiske personligheter avdekket i målgruppe-analysen. Disse virtuelle personas beskrives for å
tilrettelegge innhold og design av nettsider og landingssider.Eksempel:
Kilde: http://www.clickz.com/clickz/column/1728887/limitations-personas-landing-page-testing
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PermissionMarketing
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Hva er lov?
• Ifølge Markedsføringslovens § 2b har du i Norge ikke lov til å sende e-post reklame til fysiske personer uten samtykke.
• Dette betyr at du kan sende reklame [email protected] OG [email protected] ikke til [email protected]
Kilde: http://www.jusstorget.no/article.asp?Key=1&FagKey=39&ArtKey=332
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Hva er lov?• Har man fått e-post adressen gitt frivillig fra seg via f.eks.
RSS feed på nettside eller blogg er det lov å bruke denne mailadressen også.
• For all maildistribusjon, kampanje eller mail-lister skal man alltid ha en avmeldingslink i mailen.
• Digital reklame til eksisterende kunder er lov!
• NB: Reglene gjelder ikke bare markedsføring pr e-post. De samme reglene gjelder for bruk av SMS, MMS, automatisk oppringningssystem og faks
Kilde: http://www.jusstorget.no/article.asp?Key=1&FagKey=39&ArtKey=332
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Mikrostrategier Vs. big bang strategier
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Budskap & StoryLike viktig som før!
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Digital kanalMix
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Social: Fish where the fish are!
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Choose your digital mix:Website & Blog YouTube Facebook twitter
cross-platform strategiesOrganic SEOGoogle Adwords
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twittersom markeds & PR verktøy
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TacticsTop 5 attracting activities:
#1 twitter
#2 Facebook
#3 SEO (Google optimized)
#4 Write on external sites
#5 YouTube
LAST: Online ads!Source: http://technorati.com/blogging/article/state-of-the-blogosphere-2010-introduction/
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Tweets/tvitre
• Identifiser #hashtags brukt av målgruppen• Gir målrettet innhold til folk som allerede er
interessert i temaet• Måling av klikk ved bruk av f.eks. bit.ly• Varsel på e-post (av ønsket tweet innhold):
bedrift/produkt/tjeneste/brand http://www.twilert.com/• Eks. på hashtags: #sosialemedier #SoMe #Strategi
#markedsføring #kommunikasjon #adidas
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Tweets/tvitre
Verktøy for #hashtags research:
Norske: http://zoomero.no og http://tvitre.no
Internasjonale: http://twubs.com/ oghttp://hashtags.org/
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PR: Journalister på twitter
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twubs
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Hashtags.org
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AIDASanalyse
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You have only 4 secondsto get Attention...
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AIDAS (not Adidas)AttentionInterestDesireActionSatisfaction
#aidas
Lead process
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150y old model: AIDA(S)A: Awareness or Attraction: to get or attract the person’s (Web visitor)
attention
I: Interest: goal is to arouse or awake person’s interest not by communicating features but by communicating and demonstrating the advantages (Unique Selling Points – USPs)
D: Desire: argue in order to convince that whatever it is that you offer, will satisfy the unsatisfied needs and will fill out the gaps. (Remember: Problem < --- > Solution)
A: Action: make the visitor get or buy/download the thing you’re offering, now!Everything changed and as a result in today’s modern times some argue that the model described above is incomplete and thus have added and extra S at the end.
S: Satisfaction: in order to get a returning customer and make him give your business a good Word Of Mouth (User recommendations), you have to satisfy him.
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+S Web model: AIDAS
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Spørsmål?
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Organisk SEO
http://www.youtube.com/watch?v=r0h0LlCu8Ks
Seth Godin – Digital Marketing guru & Author
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SEO: Målsetninger
#1SERP
ClickRate
On-SITEAction ->Conversion Rate
Off-SITE
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SEO: TiltakOn-SITE•Meta tags: Keywords in HTML header code•1 Keywords in title•1-2 Keywords in headers (H1-H6)•Keywords in ingress 1-2 & texts 3-5•Keywords in video filename & name•Keywords in cloud tags•1 Keywords in picture filenames & name•Keywords in anchor texts
Off-SITE•Link building: 1 Outbound links from high Page Rank sites•Online PR (Press releases, reviews, stories ++)
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Landingsside Design
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Web landingsside
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Facebook landingsside
http://www.facebook.com/HaldenDataservice
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Call to action
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Website: Call-to-action
http://d-lists.co.uk/2009/07/28/call-to-action-best-practice/
Tips:
•Design et tydelig KLIKK område (knapp/tekstplakat/bilde)•Posisjonering – fremheves iforhold til annet innhold på siden•Posisjonering: midtstillt eller plassert til venstre (vi leser v mot h)•Lag et stort blikkfang•Lag rom rundt hovedknapp/hovedbox(er)•Tydelig kort tekstbeskjed: LAST NED, TILBUD, KJØP, BESTILL etc.•Kundereferanser på samme side•Identifiser og bruk Unique Selling Points (USPs)•Deleknapper for sosiale medier•Lag krysslinker internt på nettstedet til denne kampanje/landingssiden•Lag egne SEO meta tags for kampanjesiden/landingssiden
Flere eksempler:
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Don`t kill desire!Do NOT use to much banners or ads!
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Build or remake your Web or landing pages in steps:
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Goal: Get more traffic > Higher Conversion Rate
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E-post: Call-to-action
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Web 2.0
Mail design
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Web 2.0
Mail design
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Web 2.0
Mail design
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Digital Måling
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KPIs: Key Performance Indicators
Forretningsmessige måleparametereBrukes innen markedsføring, PR, WEBBrukes til å måle prosesser ikke folkSkal måle en aktivitet over tid mot et definert tallfestet mål (Suksess kriterier)All KPIs should be SMART: Specific, Measurable, Attainable, Realistic and Timely
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Web KPIs - examples
Quantify ratios for your i.e.:New visitorsIncreased referral traffic from search enginesConversion RatesInbound links Search trends
“You can’t manage what you can’t measure”
UseKPI Library to find, discussand compareKey Performance Indicators
Brainstorm & test!
Web Analytic tools:Google Analytics (Free!)WebtrendsOmniture
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KPIs: WEBkampanje eksempel
Mål: Øke salget av produkt X
Suksesskriterie - Critical Success Factors (CSF):Øke antall leads med 25% innen 3 måneder
KPI 1: 50 % økning New Visitors innen 3 mnd.KPI 2: 20 % økning Returning Visitors innen 3 mnd.KPI 3: 50 % økning “Kontakt oss” Requests innen 3 mnd.KPI 4: 15 % økning Conversion Rate innen 3 mnd.
SMART: Specific, Measurable, Attainable, Realistic and Timely
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WEB analyse:
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Social KPIs - examples
Quantify ratios for your i.e.:Increased members/customersIncreased Positive Brand mentionsIncreased buzz & social share of voiceSocial lead generation (use campaign ID tags)Increased referral traffic from social media sites Increased article/blog comment s/ postsVirality (# of RT and posts on Facebook profile)Increased Activity Increased InfluenceIncreased ReachEngagement durationCommunity size (# of followers, fans, members)Decrease in customer issuesReduction in costs, time and processesIncreased Positive Online Reputation
Brainstorm & test!
“You can’t manage what you can’t measure”
UseKPI Library to find, discussand compareKey Performance Indicators
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Gratis Verktøy
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e-mail still works!
Free mail campaign tool: MailChimp
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E-mail Joins the Social CircleStill the #1 tool for bizPeople used to mailPromotes social media presencePromotes mobile & video presenceWeb 2.0 tech & styled
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Build: Attention#mailtemplates
Use Web 2.0 mail templates!
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Bruk verktøy smart!
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Klout
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SaaS verktøyfor analyser i
sosiale medier
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Lytt > monitor > lær > skap dialog
Radian6: http://www.youtube.com/watch?v=bsN0vkPXKoE
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Bruk verktøy som gir deg innsikt i flest mulig av dine digitale kanaler!
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Bruk verktøy smart!Noen viktige måleparametere:
• Synlighet: Er vi tilgjengelige få eller mange steder?• Rekkevidde: Er vi på plattformer som flertallet av målgruppene er?• Påvirkning: skaper vår synlighet omtale?• Engasjement: I hvilken grad skaper vi dialog?• Innhold: Utvikling av positiv og negativ omtale
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Analyze data: share insights! “You can’t manage what you can’t measure”
http://www.youtube.com/watch?v=bsN0vkPXKoE
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Verktøy for research og målingFree tools:
Medium sized biz subscription tools:
Enterprise biz subscription tools:
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Social ROI
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ROI: Return On Investment
Source:
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ROI: Return On Investment
Source:
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Social ROIQualitative metricsOnline Brand AwarenessPositive Online reputationInteraction & EngagementTrust & LoyaltyInfluence & AuthorityVisibility & Reach
#measure
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Social ROIQuantitative metricsSalesLeadsTraffic, post/commentsInbound LinksSubscribers (RSS/Newsletter)
#measure
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Social Media wrap up:twitter: I need to pee!
facebook: I peed!
foursquare: I’m peeing here!
quora: why am I peeing?
Linkedin: I pee well!
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Spørsmål?
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Sources (to thrive in the Facebook Era):Anderson, Chris (2009). Free. The future of a Radical Price. London: Random House Business books.Anderson, Chris (2008). The Long Tail. New York: Hyperion.Carr, G. Nicholas (2001). The Digital Enterprise. Boston: Harvard Business School Press.Friedman, Thomas L. (2006). The world is flat. London: Penguin books Ltd.Gaunlett, David (2008). Media, Gender And Identity – An introduction. New York: Routledge, Taylor & Francis Group. 2nd Edition.Gustavson, Anders & Johnsen, Michael D. (2003). Competing in a service economy. US: Jossey-Bass.Hougaard, Søren & Bjerre, Mogens (2002). Strategic Relationship Marketing. DK: Samfundslitteratur Press. McQuail, Denis (2005). Mass communication theory. London: Sage Publications Ltd. Nordström, Kjell A. (2002). Funky Business – Talents makes capital dance. UK: Prentice Hall - Financial Times, Pearson Education Limited.Godin, Seth (2008). Tribes. USA: Penguin Group Inc.Peppers, Don & Martha Rogers (1999). Enterprise one to one – Tools for Competing in the Interactive Age. New York: Random House Inc. Ryan, Damien & Jones, Calvin (2009). Understanding DIGITAL Marketing – Marketing strategies for engaging the digital generation. US: Kogan Page Limited. Roos, Gøran & Krogh, Von Georg & Roos, Johan & Fernstrøm (2005). Strategi – en innføring. Bergen: Fagbokforlaget. 4. Utgave.Safko, Lon & Brake, David K. (2009) The Social Media Bible – Tactics, Tools & Strategies for business success. New Jersey: John Wiley & Sons Inc.Sargeant, Adrian & West, Douglas C. 2007. Direct and interactive marketing. Oxford: Oxford University Press Inc. Shih, Clara (2009). The Facebook Era – Tapping Online Social Networks to build Better Products, Reach New Audiences, and Sell More Stuff. US: Prentice Hall, Pearson Education.Thompson, A. & Strickland, A. (2006). Strategic management: concepts and cases, 13th edt. London: McGraw-Hill Vettenranta, Soilikki (2007). Mediedanning og mediepedagogikk – Fra digital begeistring til kritisk dømmekraft. Oslo: Gyldendal Akademisk.Weinberger, David (2007). Everything Is Miscellaneous – The power of the new digital disorder. New York: Henry Holt and Company, LLC.
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Kontakt meg gjerne!Twitter: @runebuzzEller les mer om mine tanker innen digital strategi, taktikker og verktøy i min fagblogg: http://runehaugestad.posterous.com/Relevante HiO - MoK eksamener:http://www.slideshare.net/RuneHaugestad