GO Curs VII
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Transcript of GO Curs VII
GO
COMUNICARE ONLINE DALLES GO 29/06/2013– Bucures0 CURS VII Prof. Bogdana Butnar
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CE O SA FACEM ASTAZI? ADMINISTRATIVE • Reminder programari cursurile care urmeaza • Intrebari si raspunsuri curs search marke7ng + remarke7ng CURS • Tipologii de marke7ng bazat pe content, comunita7 si/sau direct
response • email marke7ng/permission e-‐marke7ng • content marke7ng
• blogging • video/photo content • retele de socializare
• affiliate/referral marke7ng
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DETALII ADMINISTRATIVE • Cursul dureaza intre 2:00 – 2:30 • Luam o pauza de 10 minute pentru relaxare/fumat dupa prima ora
+30min • Pagina de Facebook à GO Comunicare Online • Grup de mailing à Google Groups • Intrebari, teme, exerci7i
– Intrebarile sunt permise in orice moment al cursului – Fiecare curs are la final o tema care este “due” pana in dimineata zilei
ANTERIOARE cursului – Fiecare curs are un studiu de caz – Studiile de caz prega7te VOLUNTAR de studen7 se premiaza cu car7 de la
Editura Curtea Veche
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INTREBARI SEARCH MARKETING/REMARKETING
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PERMISSION/EMAIL E-‐MARKETING
• Tipologie de marke7ng care se bazeaza pe transmiterea de informa7e direct catre un consumator despre care, in teorie, se s7u informa7i de 7p PID (adresa de email, adresa fizica, etc) sau de targetare specifica
• Varieta7 – email marke7ng – sms marke7ng – newsleZering – [social media] group/community crea7on
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PERMISSION/EMAIL E-‐MARKETING • email marke7ng
– bazat pe premisa ca adresa de email a fost ob7nuta direct de la si cu acordul des7natarului
– porneste de la premisa unei adresari directe si personalizate – presupune op7unea adresantului de a interac7ona direct cu expeditorul
• tehnologie – construc7a si mentenanta unor baze de date (adrese) – procesul de trimitere: server whitelis7ng, expeditori autoriza7, SPAM – reguli de ob7nere a acordului de folosire a adreselor: Directva 13 a UE (2002)
si C-‐SPAM Act SUA 2003 • coordonate de op7mizare de baza • metrice si analiza
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PERMISSION/EMAIL E-‐MARKETING • email marke7ng • tehnologie • coordonate de op7mizare de baza
– structura unui e-‐mail promo7onal: subject line, email body, call to ac7on, ac7on buZons • subiect line:
hZp://kb.mailchimp.com/ar7cle/best-‐prac7ces-‐in-‐wri7ng-‐email-‐subject-‐lines • email body: structura presetata (hZp://emailmarke7ngdigest.com/newsleZer-‐
structure.html) si focus pe segmentarea/segregarea informa7ei in zone clar delimitate (hZp://www.mailvivo.co.uk/the_perfect_email_newsleZer_structure.html)
• call to ac7on/ ac7on buZons • metrice si analiza
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STUDIU DE CAZ • hZp://magazin.unic.com/
en/2012/07/11/redesigned-‐coop-‐newsleZers-‐have-‐clearly-‐increased-‐success
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PERMISSION/EMAIL E-‐MARKETING • email marke7ng • tehnologie • metrice si analiza
– marimea listei de adrese – list scrubbing/ reinnoirea listelor – rata de livrare (deliverability rate) – rata de deschidere – rata de clickthrough – rata de conversie – rata de unsubscribe/ spam report
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PERMISSION/EMAIL E-‐MARKETING • Marke7ng catre grupuri sau comunita7 inchise – Facebook groups,
discussion boards etc • teore7c nu necesita decat permisiunea de a accesa acel grup • prac7c permite o interac7une extrem de limitata si controlata cu grupul
in ches7une – DISCLOSURE -‐ mesajele pot fi transmise NUMAI dupa precizarea dimensiunii
lor publicitare – RELEVANCE -‐ mesajele nu pot fi pur publicitare si trebuie sa aiba legatura cu
subiectele discutate – FREQUENCY -‐ freceventa mesajelor nu poate sa fie prea mare
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CONTENT MARKETING • Content markeCng is any marke7ng format that involves the crea7on
and sharing of media and publishing content in order to acquire customers. This informa7on can be presented in a variety of formats, including news, video, white papers, e-‐books, infographics, case studies, how-‐to guides, ques7on and answer ar7cles, photos, etc. Content marke7ng is focused not on selling, but on simply communica7ng with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable informa7on".
• Content marke7ng cauta sa ob7na: – un canal alterna7v de comunicare a informa7ilor despre produsul adver7zat – un canal MAI IEFTIN de comunicare – strangerea unei comunita7 de oameni interesa7 de mesajul companiei – reducerea costurilor cu comunicarea – cresterea “spa7ului” acordat comunicarii despre companie/produs – relevanta in motoare de cautare
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LOCURI UNDE FACEM CONTENT • Bloguri/siteuri
– bloguri de companie • se fac numai daca se pot intre7ne cu adevarat cu con7nut relevant • se dezvolta dupa aceleasi principii ca orice alt blog (vezi slideurile urmatoare) • dezvolta comunita7 si fac uz de aceleasi instrumente de viralizare ca un blog
personal – bloguri ale altor autori cu care facem parteneriate (link exchange, blog roll,
guest pos7ng, blogver7sing, featured product, brand ambassadorship) • Plahorme de video sharing
– canal de companie vs parteneriat cu un canal de producator independent – 7pologie de con7nut de promovare: tutoriale, unboxing, best of, extreme
trials, Q&A, demo, etc • Plahorme de social sharing (fie ele text sau foto) • oriunde altundeva putem J
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BLOGURI (best pracCces) • Plahorma potrivita • Design unic si customizat/ customizabil (NB: versiune mobil) • O tema7ca evidenta si diligenta in argumentarea postarilor • Search engine friendliness • Frecventa postarilor • Plug-‐inuri si extensii ajutatoare • Comunitate – de bloguri si a blogului
– interac7une -‐ raspunsuri la comentarii, intrebari, moderarea selec7va a comentariilor
– implicarea ci7torilor in con7nutul blogului – cross-‐promo cu al7 bloggeri – evenimente de profil
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VIDEO CONTENT (best pracCces) • www.youtube.com/crea7veplaybook • www.youtube.com/user/sortedfood • delimitarea clara a unei audiente • dezvoltarea unui competente clare si vandabile • durata si frecventa postarilor • calitatea tehnica a materialului • comunitatea
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RETELE DE SOCIALIZARE • CURSUL NUMARUL VIII
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AFFILIATE/REFERRAL MARKETING • Referral markeCng is a method of promo7ng products or services to new
customers through referrals, usually word of mouth. Such referrals ojen happen spontaneously but businesses can influence this through appropriate strategies.
• Affiliate markeCng is a type of performance-‐based marke7ng in which a
business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marke7ng efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as 'the affiliate'), and the customer
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CUM FUNCTIONEAZA
REFERRAL
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DIFERENTE + BEST PRACTICES • afilierea este o forma mai tehnologizata/organizata de referral marke7ng • afilierea permite celor care “raspandesc” mesajul despre produs/brand sa
o faca folosind orice instrumente de marke7ng cunoscute • referral marke7ng presupune ca mesajul va fi transmis direct si personal • afilierea este un sistem de “externalizare” a procesului de vanzare catre
numerosi “mini marketeri” • referral marke7ng presupune crearea unei retele de “ambasadori” ai
produsului • BEST PRACTICES
– credibilitatea produsului si a re-‐marketerului – comunitate – masurare/analy7ce
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INTREBARI? NE VEDEM SAPTAMANA VIITOARE!