Komfo Summit All-Star Webinar

#komfowebinar

Agenda:

•  Anders Lunde

•  Bonus tips from Komfo

•  Q&A

CONTENTMARKETING

Pravda / advertising- and digital agency

ANDERS LUNDE

Head of Socialal@pravda.dk

WHO AM I?

SOCIAL MEDIA MANAGER JYSK

ONLINE COMMUNICATOR HUMMEL

COMMUNICATIONS INTERNDBU

MA ENG/COMM.ASB

WHY CONTENT

MARKETING?

DOWNL O A D

# Disloyal

# Fleeting attention

# Can benchmark price/quality

# Conscious

# Access to specialized knowledge

# Influenced by social media

DO YOU RECOGNISE YOUR CUSTOMERS?

CM SWEET SPOT

WHICH PLATFORM?

WHICH EFFECT?

HOW DO WE MEASURE?

CUSTOMER NEED

WHERE ARE THEY IN THE BUYING CYCLE?

WHAT DO THEY KNOW IN ADVANCE?

HOW MUCH ARE THEY WILLING

TO “PAY”?

YOURKNOWLEDGE

WHERE IS IT LOCATED?

WHEN IS IT RELEVANT?

WHAT IS IT WORTH?

CUSTOMER EFFECT COMPANY

NEED FOR KNOWLEDGE CONTENT LEADS/SALES

ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA

SEARCHING FOR PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE

“EASY ACCESS” SEO TRAFFIC

#1 Longer decision making process

#2 Greater need for information

#3 Possibility for in-depth (digital) relation with the buyer

WHY CM IN B2B?

# Non-religious

# Fail faster

# Ownership is everything

# Goals and processes

# Remember your: a Brand b Business objectives c Marketing strategy

WHAT IS A GOOD CM STRATEGY?

SAY HELLO TO

LOUISE

LOUISE

W

#1 PRE-ANALYSIS#2 WORKSHOP#3 FRAMEWORK

“SHORTCUT”

LOUISE’S TASKS:

Answers stupid questions – easy

Coordinate calenders and find time

for a workshop – hard

Time consumption: 5 hours.

#1 PRE-ANALYSIS1. THE BRAND HOW DOES CONTENT MARKETING APPLY?

2. UNIVERSE OF THE BRANDHOW/WHAT ARE THE COMPETITORS DOING?WHAT IS HAPPENING IN THE INDUSTRY?

#2 WORKSHOP1. OWNERSHIP / COMMITMENT CREATE UNDERSTANDING OF THE IMPORTANCE.

2. TANGIBLE STARTING POINTNOW WE’RE OFF.

LOUISE’S TASKS:

Participate in workshop

Observe colleagues

Time consumption: 5 hours.

(Participation at workshop)

VALUES

VALUES + TARGET AUDIENCE

VALUES + TARGET AUDIENCE + EXISTING CONTENT

VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES

VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES+ NEW TYPES OF CONTENT

TOGETHER WE CREATE

NEWHORIZONS

#3 FRAMEWORKFROM WORKSHOP TO OUTPUT

MT Højgaard– content marketing strategy

Pravda. Februar 2016.

7

Content Framework

Our content are controlled and will be inspired from this framework.

It is a tool for selecting subjects and a guideline to reveal if our communication has the right means and goals.

The model is based on our brand idea:

TOGETHER WE CREATENEWHORISONTS

11

WE CREATE

”What do we actually present?”

Values:

▪ Thoroughness

▪ Pride

▪ Professionalism

▪ Passion

▪ Facts

▪ Work satisfaction and joy

Content Framework

SAMMEN SKABER VI NYE HORISONTER

SAY HELLO TO

MICHELLE

MICHELLE

?

THE CM WHEEL

1 234

56789

10

1 23

PERSONAS WHO ARE WE TALKING TO?

321

#1 PERSONAJOB

•

AGE

•

LOCATION

•

OCCUPATION •

•

•

EDUCATION AND EXPERIENCE •

•

•

LEISURE

•

•

•

CH

AR

AC

TE

RIS

TIC

S

USER GOALS

•

•

•

•

•

PAINS AND GAINS FOR ERIC •

•

•

•

•

OPPORTUNITIES •

•

•

•

•

US

ER

EX

PE

RIE

NC

E

INT

ER

NA

L /

EX

TE

RN

AL

CO

LLA

BO

RA

TO

RS

EXPECTATIONS OF CONSULTANTS •

•

•

•

RELATIONS

•

•

•

•

TOUCHPOINTS •

•

•

•

ENTREPRENØRERIKLorem ipsum dolor sit amet, consectetur

adipiscing elit. Fusce quis lectus quis sem

lacinia nonummy. Proin mollis lorem non

dolor. In hac habitasse platea dictumst. Nulla

ultrices odio. Donec augue. Phasellus dui.

PERSONA #1 THE EXPERIENCED STRATEGIST EXECUTIVE SUMMARY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce quis lectus quis sem lacinia nonummy.

Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio.

Donec augue. Phasellus dui. Maecenas facilisis

nisl vitae nibh. Proin vel est vitae eros pretium

dignissim. Aliquam aliquam sodales orci. Suspendisse

potenti. Nunc adipiscing euismod arcu. Quisque facilisis

mattis lacus. Fusce bibendum, velit in venenatis viverra,

tellus ligula dignissim felis, quis euismod mauris tellus ut

TECHNOLOGY AND DEVICE USAGE •

•

•

•

USE OF MEDIA •

•

•

•

KNOWLEDGE

•

•

•

•

TE

CH

NO

LOG

Y /

ME

DIA

1 23

FORMATHOW DO WE SHAPE OUR MESSAGE?

432

1 23

CONTENT HUB WHERE DOES OUR CONTENT LIVE?

543

1 23

ROLES WHO DOES WHAT?

654

KNOW-IT-ALL TRANSLATOR DISTRIBUTOR

HAS SPECIALIZED KNOWLEDGE OF A GIVEN SUBJECT

JOURNALISTIC FLAIR

INTERVIEWER

FORMULATES CONTENT

ADVERTISER

TARGET AUDIENCE

RELEVANT SOCIAL MEDIA

1 23

PURPOSE WHAT DO WE WANT TO ACHIEVE WITH OUR CONTENT?

765

THE

OF CONTENT

MARKETING &

SOCIAL MEDIA

EBCS

#5 PURPOSEENGAGEQUESTIONSCOMPETITIONSDISCUSSIONSVIDEOS

BRANDNEWSPRODUCTSFACTS

CONVERTSALESLANDING PAGESSIGN-UP FORMSPERMISSIONSLEADS

1 23

CALENDER STRUCTURE THE PRODUCTION OF CONTENT

876

TEKSTTEKST

#6 CONTENT CALENDER

EXAMAPLEDate Category Content

hub Persona Post Purpose Format Channel Know- it-all

Trans- lator

Distri- butor

15 DEC Together WebsiteErik the

Entrepre-neur

150 days without

accidentsBrand Article LinkedIn Rasmus Rikke Michelle

1 23

DISTRIBUTION MESSAGE DEPENDENT

987

#7 DISTRIBUTION

BRAND 1

SOCIAL MEDIA FANS (FACEBOOK) 50.000

ORGANIC REACH (AVG.) 2%

TOTAL ORGANIC IMPRESSIONS 1.000

#7 DISTRIBUTION

AMBASSADORS 50

CONNECTIONS ON LINKEDIN (AVG). 400

ORGANIC REACH (AVG.) 60%

TOTAL ORGANIC IMPRESSIONS 12.000

#7 DISTRIBUTION

>>50-70%

#7 DISTRIBUTION

76%

1 23

ADVERTISINGREACH THE RIGHT TARGET AUDIENCE

1098

1 23

GO LIVEWHEN AND HOW OFTEN DO WE PRESS THE BUTTON?

1109

#9 GO LIVETHE SIMPLE ANSWERTRIAL & ERROR

THE INTELLIGENT ANSWER TRIAL & ERROR & LEARN

WHEN ARE YOUR FANS ONLINE?

0

5000

10000

15000

20000

09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight

1 23

ANALYSIS & REPORTING WHAT DOES (NOT) WORK?

2110

FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB

Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.

Jan

Feb

Mar

Apr

Maj

Jun

Jul

Aug

Sept

Okt

Nov

Dec

KPI 2016

#10 ANALYSIS

#10 ANALYSIS18:25

27,902

0.14 0.79 0.82

2m 29s 445.0425.000.00

251

46

#11 INBOUND“THE DEPARTMENT OF FUN AND GAMES”

“THE PAINTBOX BOYS”

“THE DEPARTMENT THAT ONLY KNOWS HOW TO SPEND MONEY”

#11 INBOUND

STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS

ATTRACT CONVERT CLOSE DELIGHT

Blog

Keywords

Social Media

Forms

Call-to-Actions

Landing Pages

Email

Signals

Workflows

Events

Social Inbox

Smart Content

THANK YOU QUESTIONS?

4 things (at least) you forget

when doing Social Advertising

Claim #1

You forget that your audiences are more complex

Claim #2

You forget about your existing customer data…

But why?

Open API’s Komfo Connector

Automatization

EXAMPLE

Claim #3

Remember your soft conversion points!

Claim #4

You focus on only one set of KPI’s! (And you let your boss choose them)

YOUR OWN DASHBOARD! —

Q&A

Join the conversation with us

Komfo Summit!

A Sitecore Company The #1 tool for increasing success on social

Do you want to be successful on SOCIAL and increase your ROI?

We have hand picked the best speakers to share ideas and knowledge.

Tuesday, 29th of Nov. at 10-11 AM (CET): Social and B2B

Thursday, 12th of Jan. at 10-11 AM (CET): Social Advertising

Wednesday, 1st of Feb. at 10-11 AM (CET): Data, Creativity and Insight

You are invited to Komfo Summit All-Star Webinars

Sign up at: https://komfo.com/ all-star-webinars/

Lisbeth Chawes Partner Director lic@komfo.com

Thanks

#komfowebinar