11. Högst upp på sidan 2
bland sökresultaten på en
varumärkessökning
– 10 månader efteråt
12. Att skada varumärken går fort
"Nothing is local anymore. That's the
challenge of the Web world. Any two idiots
with a video camera and a dumb idea can
damage the reputation of a 50-year-old
brand.”
Domino's spokesman Tim McIntyre
13. Att reparera varumärken tar tid
”Extremt svårt. Det här gör vi inte på
12 månader. Det tar snarare 3–5 år.”
Vattenfalls kommunikationsdirektör Elisabeth Ström svarar på frågan
om de har ett svårt arbete framför sig efter höstens kris, SvD 2010-01-08
111. Koncept
•Kampanj i december
• Utgångsläge: 200 followers
• Tävling: en julrelaterad fråga / timme
• De tre första att svara rätt vinner
• Vinst: rabatterat årskonto
• Villkor: måste ha konto hos
NameCheap
• Köpte en julbok för att kreera frågor
• Totalt drygt 600 frågor
• Schemaläggning genom TweetLater
Resultat
• 200 -> 4000 followers på 1 månad
• Ökad PageRank tack vare stort
antal Tweets och blogginlägg
• Mer än 10 % ökad trafik
• Domänregistreringar upp 20 %
Kostnad
• Huvudsakligen en person heltid i en
månad
2 månader senare
• Super Bowl-kampanj på Twitter
• Ökade trafiken med 30 %
• Tack vare större follower-bas
112.
113. Checklista för marknadsföring i fria kanaler
Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats? Virality
• Special terms? • Design?
• 3 buying (sign up) bullets? Exclusive offers ”not supposed
to be spread” can sometimes
• Campaign channels? get viral. Let them fly!
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)
Landing Page Continuos work
•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a
•Disposition •Buying bullets •More information •Design campaign starts when it’s launched.
Then you should start monitor the
•Small A/B-test performance and do frequent follow
•Go big with winner ups and analysis. Based on conclusions
•Traffic by source decide and implement changes and add
•Bounce rate actions while the campaign is running.
•Click through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through
129. Vi är mobila & aktiva
Av Facebooks 500 670 miljoner
medlemmar använder 200 250 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
130. Vi är mobila & aktiva
Av Facebooks 500 670 miljoner
medlemmar använder 200 250 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
146. Ett digitalt blodomlopp
PR, SEO & SEM (+other ads)
On chosen keyword cluster Virality
Challenge / Invite friends
Landing Page Are you up for it?
Adaptive to traffic source & language Challenge your friends by e-mail!
Don’t get greedy when creating this. Skip all that crap
Sign up (or later in process) with importing addresses from social networks and
Use Facebook Single sign-on. webmail as the default option. Make it simple! Just let
It will increase registration with 30-200% the user add a few of the e-mail addresses on the top
of their mind.
Viral
Loop
Facebook News feed
Access to ”The Thing” Feed the users Facebook News Feed with output from
The interactive concept that constitute the core of this their interaction. If you do it right you can aim for 3
set-up. This is where you need to be creative! new visits generated by each user interaction on you
site. That’s traffic!
Tweets
Incentives to convert Twitter is an ultimate tool for driving traffic. Enable for
Let the user perform in your interactive concept and the user to Tweet! Create Tweets that are based on a
earn great incentives to convert in line with your combination of output from user interaction with ”The
business goals. Thing” and a challenge to the followers.
Important that this is the only way to get that great
incentive!
Embedded conversion
Make 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.