Digital tactics - How to maximize your digital channels
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Transcript of Digital tactics - How to maximize your digital channels
Digital tactics- How maximize digital channels
Sara Öhman@saraohman
Sara Öhman@saraohman
- Digital marketing - Do 110 kg in deadlifts
Advertising
E-commerce
Start-ups
Freelancer
Last time you talked aboutcustomer journeys
The goodThe evil
Marketer”I need to get this
message out!”
Interaction design”You need to teach
the user”
”Advertising is the tax you pay for not being remarkeble”
It’s all about setting up the conditions to get to be
remarkeble!
Mainstream Malin
Know-it-allKarl
ResponsibleRenata
PremiumPer
One community – Different personalities
How do you work with these different personalities?
Guide the user through the their
journey with content
Support your users in their journey
1. Get their interest
Resistance
Curiosity
Acceptance
2. Keep that interestExploration
Fading interest
3. Get their attention, engage and activate
Social acknowledgement
Co-creating
4. Reward themAcknowledgement of knowledge
What does YOUR playfield look like?
Digital tactics?
It begins withyour platform
Get as many people on board as possible
Your ownchannels
Earnedchannels
Paidchannels
Your platform
Your ownchannels
Social media
NewsletterSite
1. Timing
2. Call-To-Action
All you need to know about social media
Facebook Instagram Twitter
Communication Campaign related LifestyleJoin the
conversation
Targetgroup
AllInterest
based Community
Focus Offer Product Details
What? Well producedpictures and texts
Inspiration, back-stage and”Sneak-
peaks”Q&A
How? Call-to-Action Teaser Their level
Which channelsdo you use?
Don’t forget your newsletter!
Collect
Segment
Execution plan
Create as many relations as possible!
How do you do that?
”Rapid response”and monitoring
- Monitor keywords
- Be present and servethem with answers
Neverever,eversettle withyour own channels!
Earnedchannels
Social media
mentionsBloggersPress
1. Press release
2. Guest blogging
3.Working with blogs
/”influencers”
How to end up in other peoples channels
News wrothy
Story telling rather then product focus
Press platform(Ex. PR Newswire)
Press releases
Find your theme
YOU are important - Not your company
Links=SEO=GOOD!
Guest blog (Blogs/online media)
Seed your content at the right place!
BlogsSocial media
Forums FRIENDS
Where do we place the seeds?
#hashtags
1 % 9 % 90 %
Go for the 1 %Spend time on the 9 %
Get to know them!
Give them a ”blogging package”
Why? - Readers+SEO value
How to get bloggers to write about you
It’s allin the pitch!
Short
Personal
Valueoriented
Good bloggers pitch
E-mail still is your best friend
…and use Twitter!
Paidchannels
Social mediaads
AdvertorialsBanners
When you need to get the numbers rising
When should you use ads in your tactics?
Campaign related
If you have spend a lot of resources on your content
Boost with ads
”Native”-ads and”Advertorials”
- VeckoRevyn and DamernasVärld
Marketing automation?
Ads in social media
How do we get the channels to work together?
Get their attention Traffic drivers
ActivateConversion drivers
EngageRelationships drivers
Videos and pictures in social media pressreleases, infographics
Competitions,product guides and services
Loyalty programUser-guides
Communicate to convert
Your ownchannels
Earnedchannels
Paidchannels
What do we do?
Campaign 1 Campaign 2 Campaign 3 Campaign 4
On going activities
Why work with campaigns
• Build brand
• Drive traffic
• Get new followers
• Increase engagement
Creating synergies in your campaign flow
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Goal:Increase engagement within own channels
Goal:Drive traffic to site/campaign site
Goal:Build brand
Goal:Get new followers
How to get viral?
First of all…
…is there such a thing as viral?
Seeding
Sourcing
Feedback
Beta Campaign Closing
Phases in working with campaigns
Phases in working with campaigns
Seeding
Sourcing
Feedback
Beta Campaign Closing
PR
Ads
PR
FB ad
Blog post
FBPost
IGPost
Blog post
FBPost
Press-release
Video
IGPost Nyhets-
brev
Working with
bloggers
Blog post
IGPost
FBPost
Video
IGPost
Banners Banners BannersBanners
Beta Campaign Closig
Campaign flow
Working with
bloggers
Working with
bloggers
=sales push
Alwaystry to
optimize!
If you don’t measure
You will never learn!
Your turn!Make a campaign plan in 8 step
1. What will be your next digital campaig?
Whereare yougoing?
2. What is the purpose of doing it?
Attract target group
Release a new product
Climb the search enginges
3. What topicswill you work with?
What can you tell about
Your business
The product
Your lifestyle
The business
The product
The lifestyle
4. How will you prioritizeyour activities?
We only get that much space..
Try to prioritize…
Draw your piechart
5. What material will be needed?
Inspirational pictures
Product photos
Product videos
Lifestyle pictures
Campaign sites
Infographics
Interviews
6. How much time will you have tospend on this campaign?
vs. goals
7. What colleagues will you involve?
Photagrafer
WriterPR-person
Media buyer
Web analytics
Developer
Webbmaster
AD
Photagrafer
WriterPR-person
Media buyer
Web analytics
Developer
Webbmaster
AD
Make sure you hire the right people!
PhotoDesign
CTAWriter
Analytics
8. Which channels should you use?
What will be yourplatform
ContactSara Öhman@saraohman
saraohman.com+46702047701
hey at saraohman.se