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Hvordan lykkes med digitalt innhold?
Telemark Online februar 2017 @sirimorten @cakredalen
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ALT ER SOM FØR,MEN INGENTING ER DET SAMME.
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+Hva er godt digitalt innhold?+Hvordan nå frem?+Hvordan skape vekst og salg?
Planen
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@cakredalen @sirimorten
Hvem er vi?
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Fra analog til digital
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Hva skjer! Er dette en ordfører?
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Norbrandmetoden
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Tradisjonell markedsføring
EIDE
FORTJENTE
KJØPTE
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Digital markedsføring
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Copyright © Norbrand Pte. Ltd. 2016. All Rights Reserved.Kilde:Varden
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Betalte 130.000 for brosjyreVekst i Grenland ga 130.000 kroner for brosjyrer og print-annonser til Vekstkonferansen.- Et usannsynlig høyt beløp, mener Porsgrunns ordfører Robin Kåss.
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3 TING Å LÆRE SEG FØRST SOM SIST
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1. BRUKERINNSIKT
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2. SELVINNSIKT
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3. INVESTERING
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INNHOLD ER EN AV DEVIKTIGSTE ENKELTFAKTORENE
FOR AT DU SKAL LYKKES DIGITALT
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CONTENT MARKETING
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CONTENT MARKETING
Native Advertising
Content Marketing Strategy
Social Media Marketing
Outbound Marketing
Sponsored Content
Inbound Marketing
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INNHOLDSMARKEDSFØRING
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INNHOLD SOM SKAPER VERDI
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MICHELIN
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BLOGGERNE
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Kilde:inzpire.me
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Kilde:inzpire.me
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Kilde:inzpire.me
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Innholdsmarkedsføring
• Innholdsmarkedsføring koster 62 prosent mindre enntradisjonell markedsføring og genererer 3x så mange leads.
• Virksomheter med mindre markedsbudsjett er flinkerepå innholdsmarkedsføring enn de med mange millioner.
Kilde:Medialounge
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Innholdsmarkedsføring
• Verdiøkende innhold er den viktigste årsaken til at man følger brands på sosiale medier.
• 87% av b2b-kunder sier innhold har en direktepåvirkning på valg av leverandør.
Kilde:Medialounge
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VI TRENGER IKKE MER INNHOLD. VI TRENGER
BEDRE INNHOLD.
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Copyright © Norbrand Pte. Ltd. 2016. All Rights Reserved.Kilde:Netlife Research
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90% av kommunikatørene i norskevirksomheter mener at gode, journalistiskvinklede historier er det som skal til for å
skape begeistring for en merkevare.
Kilde:InternationalContentMarketing Forum(ICMF)
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Bare 7% som har en strategi for hvordan de skal gå frem.
Kilde:InternationalContentMarketing Forum(ICMF)
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HVORDAN ORGANISERE DET DIGITALE ARBEIDET?
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+Tenk som et mediehus+Publiseringsplaner+Redaksjonsmøter+Faglig fellesskap
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Norbrandmetoden
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Konsept: Nordic Noir
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Kanaler
EIDE
FORTJENTE KJØPTE
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HVIS DU IKKE HAR NOE Å SI, HOLD KJEFT.
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BRUK HELLER TIDEN PÅ Å SKAPE NOE SOM ER VERDT Å SNAKKE OM.
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Kilde:SosialMediaDays
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HVORDAN SKILLER DU DEG UT?
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OMDØMMEBYGGING
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ENGASJEMENT
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KONVERTERING
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OMDØMMEBYGGING
KONVERTERINGENGASJEMENT
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Skaff deg et publikum omdømmebygging
Få de til å elske deg engasjement
Få de til å kjøpe konvertering
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HISTORIER FRA DEG, FRA PUBLIKUM OG HISTORIER
OPPRETTET SAMMEN MED PUBLIKUM.
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#mintelemarksbunad
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NB!
+Hvert mål har ulike beregninger for suksess
+Aldri mer enn ett mål for hver post
+Alltid engasjement-poster før konvertering
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God miks:
+20% omdømmebygging
+60% engasjement
+20% konvertering
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Strategier
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OMDØMMEBYGGING
KONVERTERINGENGASJEMENT
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Ressurser
• @hpnhansen
• @ceciliestaude
• @netliferesearch
• @thomasmoen
• @idaaa
• @slindbla
• @Nils_P_Nordskar
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3 TING Å HUSKE PÅ:
1. Ikke hva, men HVORFOR
Start i riktig ende - strategi før implementering
2. Skap orginalt og informativt innhold
Tenk kvalitet ikke kvantitet - fokuser på 5 triggerord og de gode
historiene
3. Fokuser på brukeren
Hvem er det, hva vil de, hvorfor skal de kjøpe/dele/snakke om deg?
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3 OPPGAVER:
1. Hva er unikt med din bedrift? Finn historiene.
2. Hvem er målgruppen din?
3. Hvordan kan du skape verdifullt innhold for dine
brukere?
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Vi er ledige for spørsmål etter kurset, og for rådgivningstimer gjennom prosjektet.
Takk for oss!
Kontakt : [email protected]
@sirimorten @cakredalen
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