webbstrategidagarna 2010 affärsutveckling för en digitaliserad marknad
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Affärsutveckling för en digitaliserad marknad
Bild lånad från interactcreative.blogspot.com
Bild lånad från interactcreative.blogspot.com
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Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Varumärkets planlösning
KRIS!
Dialog & att bemöta kritik
Axboms översättning & vidareutvecklingav modell från amerikanska flygvapnetwww.axbom.se/blogg/miniguide-besvara
Särskiljning
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Text or HTML•Message, link•Fanpage or message
•Message in Tweet•Link ((bit.ly) What•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Text or HTML•Message, link•Fanpage or message
•Test and learn
•Message in Tweet•Link ((bit.ly)
•Small A/B-test•Go big with winner
•Test and learn TestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Small A/B-test•Go big with winner
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Checklista för marknadsföring i fria kanaler
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
Affärsutveckling för en digitaliserad marknad
Affärsutveckling
Digitaliserad marknad
Den marknad vi agerar påDigitala kanaler
Social media
Den marknad vi agerar påDigitala kanaler
Social media
Den marknad vi agerar påDigitala kanaler
Social media
Den marknad vi agerar påDigitala kanaler
Social mediablir allt mer
och...i en mobil device
1 000 000
1 000 000 000
Kundbeteende
Bild lånad från currengroup.com
Hur konsumenter hittar
Källa: DIBS E-handelsindex Sverige 2010
Hur konsumenter hittar
Källa: DIBS E-handelsindex Sverige 2010
SökRelation
VarumärkeSocial Media
Vi handlar utomlands
Källa: DIBS E-handelsindex Sverige 2010
Vilket Google finns du på? Google.se?
How to expand to international presence
Anledning till utlandsköp
Källa: DIBS E-handelsindex Sverige 2010
Vi är mobila & aktiva
Källa: https://www.facebook.com/press/info.php?statistics
Av Facebooks 500 miljoner medlemmar använder 200 miljoner (40%) Facebook aktivt via mobila enheter
• De är dubbelt så aktiva som övriga aktiva användare
Källa: https://www.facebook.com/press/info.php?statistics
Av Facebooks 500 miljoner medlemmar använder 200 miljoner (40%) Facebook aktivt via mobila enheter
De är dubbelt så aktiva som övriga aktiva användare
Vi är mobila & aktiva
Källa: http://www.census.gov/ipc/www/idb/worldpopinfo.php Bild: ana.blogs.com
50% av världens befolkning är yngre än 30
Bild lånad från yourhome.se
Bild från Gf.state.wy.us
Bild från Gf.state.wy.us
Affärsnytta
Hög
Hög Låg
Låg
Relativ marknadsandel
Mar
knad
still
växt Hög
Hög
Hög Låg
Låg
Relativ marknadsandel
Mar
knad
still
växt
Hög
Inte
rnat
ione
ll
Internationell
Hög
Hög Låg
Låg
Relativ marknadsandel
Mar
knad
still
växt
Hög
Inte
rnat
ione
ll
Internationell
X
Hög
Hög Låg
Låg
Relativ marknadsandel
Mar
knad
still
växt
Hög
Inte
rnat
ione
ll
Internationell
X
Hög
Hög Låg
Låg
Relativ marknadsandel
Mar
knad
still
växt
Hög
Inte
rnat
ione
ll
Internationell
X
Hög
Hög Låg
Låg
Relativ marknadsandel
Mar
knad
still
växt
Hög
Inte
rnat
ione
ll
Internationell
XDominans VS Long tail
Dom
inan
s VS
Has
tighe
t
Fission ≠ Fusion
Google Annonsmedia
Fission
Apple Skivindustri
Fission
Rebtel Telekom
Fission
Tripadvisor Resebyråer
Fission
Mint.com Banker
Fission
OpenSource Mjukvara
Fission
Alibaba Underleverantörer
Fission
3D-printing ?
Fission
FysisktDigitalt
FysisktDigitalt
FysisktDigitalt
FysitaltDigisktAnalogt?
Bild lånad från interactcreative.blogspot.com
Kamera
Bild lånad från Geekalerts.com
Amazon är världens största återförsäljare av
böcker
Bild lånad från Amazon.com
Över 50 % av Amazons totala
bokförsäljning är e-böcker till
Kindle
Bild lånad från Amazon.com
Det tog bara 33 månader, Amazon har
funnits i 15 år.
Över 50 % av Amazons totala
bokförsäljning är e-böcker till
Kindle
Bild lånad från Switched.com
Bild lånad från Iab.net
”It’s not about the plastics”
Bild lånad från Iab.net
”It’s not about the transactions”
Bild lånad från Iab.net
”It’s about the relationships”
Bild lånad från Iab.net
” The values of our relationships
are based on service”
Bild lånad från Iab.net
” How can we make our
marketing more of a service?”
http://www.youtube.com/watch?v=xVNDwIPpuzs
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
PR, SEO & SEM (+other ads)On chosen keyword cluster
Landing PageAdaptive to traffic source & language
Sign up (or later in process)Use Facebook Single sign-on.
It will increase registration with 30-200%
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
PR, SEO & SEM (+other ads)On chosen keyword cluster
Landing PageAdaptive to traffic source & language
Sign up (or later in process)Use Facebook Single sign-on.
It will increase registration with 30-200%
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
RoligtAntalPrisTid
PR, SEO & SEM (+other ads)On chosen keyword cluster
Landing PageAdaptive to traffic source & language
Sign up (or later in process)Use Facebook Single sign-on.
It will increase registration with 30-200%
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
Challenge / Invite friendsAre you up for it?
Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and
webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top
of their mind.
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
Facebook News feedFeed the users Facebook News Feed with output from
their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you
site. That’s traffic!
TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a
combination of output from user interaction with ”The Thing” and a challenge to the followers.
Virality
Ett digitalt blodomloppPR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing PageAdaptive to traffic source & language
Sign up (or later in process)Use Facebook Single sign-on.
It will increase registration with 30-200%
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
Challenge / Invite friendsAre you up for it?
Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and
webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top
of their mind.
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
Facebook News feedFeed the users Facebook News Feed with output from
their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you
site. That’s traffic!
TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a
combination of output from user interaction with ”The Thing” and a challenge to the followers.
Virality
ViralLoop
Bild lånad från Mindfirst.com
"What companies need to worry about is two people in a garage"
Nikesh Arora, Google
http://www.youtube.com/watch?v=JfS6IaRvE_4
"What companies need to worry about is two people in a garage"
Nikesh Arora, Google
Lycka till! Google:”björn alberts”
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