En moderne markedsdirektør - Espen Doknes

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3 gostaram•418 visualizações

Karl Philip Lund

Hvordan jobber en moderne markedsdirektør i en av norges største suksesshistorier på nett

En
moderne
markedsdirektør
Ferskvann/Vangen&Plotz
Hamar
2013
1
Friday, May 31, 13

Karl
Philip
Lund
• Jobber
med
å
skape
suksesshistorier
• Ne;handelen
&
Kingspoint
• Underviser
på
Markedshøyskolen
• Blog:
h;p://stammen.no

• Twi;er
@philiplund

Friday, May 31, 13

En
Moderne
Markedsdirektør
6
Espen
Doknes
f.
1986
B.A
Mul<media/design
Hands-‐on
Analy<sk
Resultatorientert
Friday, May 31, 13

Ne;handelen
Holding
Kun
2
stk.
frem
<l
september
i

For
Markedsmiks
bestående
av
«alt
det
kjente
++»
DISPLAY,
EPOST,
SOCIAL,

AFFILIATE,
SØK,
BLOGGERE,
ETC.
@l
alle
bu@kker.
Friday, May 31, 13

Vi
gjør
HELE
prosessen

«Instant
marke@ng»
Fleksibelt
Op<malisert
Kostnadseﬀek<vt
«One-‐man-‐team»-‐team©
Gøy!
Friday, May 31, 13

Expecta@on
vs
Reality
3x
CTR!
Friday, May 31, 13

Annonse 1
Annonse 2
Annonse 3
Friday, May 31, 13

Annonse 1:
228 klikk
Annonse 2:
173 klikk
Annonse 3:
328 klikk
Friday, May 31, 13

0,09%
CTR 0,12%
CTR0,26%
CTR
Friday, May 31, 13

A: 134
B: 71
C: 102
D: 265
A: SUPERSALG!
B: Gaver til han og henne!
C: SUPERSALG på bestselgere!
D: Ikke gå glipp av dette!
Test
(ALLTID!!)
på
emnelinjer:
Vår
«leveregel»
på
hver
eneste
4ng
vi
gjør;
«Test,
analyser
og
op4maliser»

Friday, May 31, 13

Forutsetning
for
å
lykkes
med
«instant
marke@ng»
–

liten
masse
«Markedsstrategi»:
Op#maliser
det
kjente,
test
det
ukjente.
CPO.
Friday, May 31, 13

“In
real
life,
strategy
is

actually
very
straight

forward.
You
pick
a

general
direc@on
and

implement
like
hell.”

GENERAL
DIRECTION
and
IMPLEMENT
LIKE
HELL
-‐
I
praksis.
Friday, May 31, 13

Innen
5
minu;er
bestemte
vi
oss
for

navnet:
«dr.Lykke»
Friday, May 31, 13

I
mellom@den
ble
domenet
registrert
Friday, May 31, 13

Vi
oppre;et
kategorier
og
underkategorier
på
ne;siden

og
klokken
11:33
solgte
vi
vårt
første
«dr.Lykke»
produkt:
Friday, May 31, 13

Fra
første
stund
begynte
vi
å
samle
fans
på
Facebook
Friday, May 31, 13

“As
you
get
started,
things

will
change
and
you
will
see

the
results
and
new

opportuni<es.
If
you
never

start,
you
won't
succeed.”
Fra
da
@l
nå:
Over
200
varelinjer
40.000+
på
Facebook
Instagram
/
egen
blogg
Millionomsetning
Friday, May 31, 13

dr.Lykke
hadde
aldri
se;
dagens
lys
på
hadde
vi
ha;
en
tung
masse.
I
alle
fall
ikke
i
2012.
Friday, May 31, 13

Don't
have
any
mee@ngs

about
your
web
strategy.

Just
do
stuﬀ.

Friday, May 31, 13

Espen,
hvorfor
ber
vi
om

kontonummer
a?

Kan
vi
ikke
oerne
det?
Friday, May 31, 13

«Hvis
vi
Ferner
unødvendige
felter
så
vil
konverteringsraten
øke
–

let’s
test
it!»
Friday, May 31, 13

200,-‐
pr.
nye
kunde
*
11
ekstra
=
2200,-‐.
På
e;
år:
Over
800.000,-‐

Friday, May 31, 13

1:
Begynn
med
det
enkle
2:
Se
på
andre
3:
Bare
seY
i
gang
Registreringen:
Kun
1
av
7
steg
MER
VERDI
ANDRE
STEDER
F.EKS:
Checkout
Login
Etc..
Friday, May 31, 13

Tips
@l
slu;:
• Utny;
mediet
–
«Instant
marke@ng»
• Test
ALT,
ALLTID!
• Begynn
i
det
små
og
«implement
like
hell»
Friday, May 31, 13

Hvordan
jobber
en
moderne
markedsdirektør
i
2013?
Spørsmål?
Friday, May 31, 13

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En moderne markedsdirektør - Espen Doknes

1. En moderne markedsdirektør Ferskvann/Vangen&Plotz Hamar 2013 1 Friday, May 31, 13

2. Hvordan starte et ny; brand på under 12 @mer Hvordan øke kunderegistrering med 11% Friday, May 31, 13

3. Karl Philip Lund • Jobber med å skape suksesshistorier • Ne;handelen & Kingspoint • Underviser på Markedshøyskolen • Blog: h;p://stammen.no • Twi;er @philiplund Friday, May 31, 13

4. Friday, May 31, 13

5. Friday, May 31, 13

6. En Moderne Markedsdirektør 6 Espen Doknes f. 1986 B.A Mul<media/design Hands-‐on Analy<sk Resultatorientert Friday, May 31, 13

7. Ne;handelen Holding Kun 2 stk. frem <l september i For Markedsmiks bestående av «alt det kjente ++» DISPLAY, EPOST, SOCIAL, AFFILIATE, SØK, BLOGGERE, ETC. @l alle bu@kker. Friday, May 31, 13

8. Vi gjør HELE prosessen «Instant marke@ng» Fleksibelt Op<malisert Kostnadseﬀek<vt «One-‐man-‐team»-‐team© Gøy! Friday, May 31, 13

9. Expecta@on vs Reality 3x CTR! Friday, May 31, 13

10. Annonse 1 Annonse 2 Annonse 3 Friday, May 31, 13

11. Annonse 1: 228 klikk Annonse 2: 173 klikk Annonse 3: 328 klikk Friday, May 31, 13

12. 0,09% CTR 0,12% CTR0,26% CTR Friday, May 31, 13

13. A: 134 B: 71 C: 102 D: 265 A: SUPERSALG! B: Gaver til han og henne! C: SUPERSALG på bestselgere! D: Ikke gå glipp av dette! Test (ALLTID!!) på emnelinjer: Vår «leveregel» på hver eneste 4ng vi gjør; «Test, analyser og op4maliser» Friday, May 31, 13

14. Forutsetning for å lykkes med «instant marke@ng» – liten masse «Markedsstrategi»: Op#maliser det kjente, test det ukjente. CPO. Friday, May 31, 13

15. “In real life, strategy is actually very straight forward. You pick a general direc@on and implement like hell.” GENERAL DIRECTION and IMPLEMENT LIKE HELL -‐ I praksis. Friday, May 31, 13

16. GENERAL DIRECTION Friday, May 31, 13

17. Innen 5 minu;er bestemte vi oss for navnet: «dr.Lykke» Friday, May 31, 13

18. I løpet av kort @d var vi på Facebook – med coverphoto & logo Friday, May 31, 13

19. I mellom@den ble domenet registrert Friday, May 31, 13

20. Vi oppre;et kategorier og underkategorier på ne;siden og klokken 11:33 solgte vi vårt første «dr.Lykke» produkt: Friday, May 31, 13

21. Fra første stund begynte vi å samle fans på Facebook Friday, May 31, 13

22. I løpet av den første dagen: Brand-‐name Logo Facebook-‐side – 3000 fans innen 3 dager. OmsaYe for 3500,-‐ første dag Domene med midler<dig redirect <l NH.no IMPLEMENT LIKE HELL Friday, May 31, 13

23. “As you get started, things will change and you will see the results and new opportuni<es. If you never start, you won't succeed.” Fra da @l nå: Over 200 varelinjer 40.000+ på Facebook Instagram / egen blogg Millionomsetning Friday, May 31, 13

24. dr.Lykke hadde aldri se; dagens lys på hadde vi ha; en tung masse. I alle fall ikke i 2012. Friday, May 31, 13

25. Don't have any mee@ngs about your web strategy. Just do stuﬀ. Friday, May 31, 13

26. Espen, hvorfor ber vi om kontonummer a? Kan vi ikke oerne det? Friday, May 31, 13

27. Friday, May 31, 13

28. «Hvis vi Ferner unødvendige felter så vil konverteringsraten øke – let’s test it!» Friday, May 31, 13

29. Friday, May 31, 13

30. Friday, May 31, 13

31. Friday, May 31, 13

32. Friday, May 31, 13

33. 200,-‐ pr. nye kunde * 11 ekstra = 2200,-‐. På e; år: Over 800.000,-‐ Friday, May 31, 13

34. 1: Begynn med det enkle 2: Se på andre 3: Bare seY i gang Registreringen: Kun 1 av 7 steg MER VERDI ANDRE STEDER F.EKS: Checkout Login Etc.. Friday, May 31, 13

35. Tips @l slu;: • Utny; mediet – «Instant marke@ng» • Test ALT, ALLTID! • Begynn i det små og «implement like hell» Friday, May 31, 13

36. Hvordan jobber en moderne markedsdirektør i 2013? Spørsmål? Friday, May 31, 13

En moderne markedsdirektør - Espen Doknes

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