Learnsessie advanced
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Transcript of Learnsessie advanced
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Advanced learnsessie
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INTRO• Daan Reijnders, 36 jaar• In 1999 eerste internetbedrijf(je): VIDA• In 2006 partner bij communicatiebureau: RAADHUIS• In 2008 gestart met digitale magazines• In 2012 start ontwikkeling Instant Magazine• In 2013 officiële oprichting Instant Magazine
met Joost Galama
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INMIDDELS
800+
klanten
7000+ magazines
gepubliceerd
20landen
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RESPONSIVE WEB PUBLICATIES
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VEEL BELEVING
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FULLSCREEN BEELD
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ANIMATIES
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(FULLSCREEN) VIDEO
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DIRECTE CONVERSIE
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WELK DOEL HEEFT JOUW UITGAVE?
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HET BEGINT MET EEN DOEL• Sales• Leadgeneratie• Inkomsten uit publicatie genereren • Branding• Service• Gedrag stimuleren• Data verzamelen
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INSPIRATIE
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ANALYTICS
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INTERESSANTE STATISTIEKEN
• Gemiddeld aantal pagina’s• Gemiddelde bezoekduur• Aantal terugkerende bezoekers• Desktop users• Tablet users• Smartphone users• Bounce percentage
1000:03:4729%54%16%30%5,83%
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MOBILE VS DESKTOP
Soort gebruiker• Desktop users• Tablet users• Smartphone users
%54%16%30%
# pag10,86108,20
Tijd4:273:482:33
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TIPS STATISTIEKEN
• Definieer heldere doelstellingen, bijv:• 2% social shares• 150 nieuwe aanmeldingen• 20 offerte aanvragen• 200 sales
• Creëer duidelijke conversiepunten• Categoriseer je content en vergelijk edities• Maak automatische rapportages aan• Meet niet te veel (bijv max 6 rapportages)
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BELANGRIJKSTE RAPPORTAGES
• Aantal bezoekers• Inhoud (paginaduur, exits)• Break-down funnel paginaweergaven• Engagement • Conversies• Outbound links• Bezoekduur• Events
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EVENTS
• Outbound • Scrolldiepte• Social shares• Video play/pause• Forms• Etc
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SEGMENTENMeet specifieke pagina’s met segmenten
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ADVANCED
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PAGE TRANSITIONS
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PERSONALISATIE• Persoonlijke content in magazine• Externe content in magazine• Pagina’s uitsluiten op basis van ontvanger
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UITLEG PERSONALISATIE
• Ga naar Tab ‘Settings > Marketing’ en vink ‘Use personalization’ aan
• Plaats de personalisatie variabele in het magazine. 2 opties:• Zonder alternatief
{{name}}• Met alternatief
{{#name}}Beste {{name}}{{/name}}{{^name}}Welkom{{/name}}
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UITLEG PERSONALISATIE
• Personaliseer via e-mail volgens personalisatiecodes van je e-mail tool Voorbeeld URL:whitepaper.instantmagazine.com/whitepaper-jaarverslagen/?user.name=Piet&user.company=Shell
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URL BUILDER
http://boris.instantmagazine.com
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WHITEPAPER• Form voor toegang tot magazine• Integratie met Linkedin & FB• Data user wordt opgeslagen
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INTEGRATIE DOUBLECLICK• Banners op basis van tagging• Diverse bannercollecties kunnen aangemaakt worden• A/B testing vanuit Doubleclick• Resultaten in Doubleclick
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RE-MARKETING• Re-target audience vanuit magazine naar site• Re-target audience met een online magazine• Re-target bestaande users met volgende issue
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FEEDBACK
• Like: www.kpncampagne.nl/alg#!/colofon
• Enquete: magazine.saks.nl/magazine-2-2016#!/geef-je-mening
• Form: http://zuurstof.instantmagazine.com/sick/Opleidingsprogramma_2015#!/aanmelding-en-informatie
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SOCIAL SHARABILITY
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STEEK ZE IN JE ZAK
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STEEK ZE IN JE ZAK
• Investeer in goede content (tekst, fotografie en video)• Verschijn liever iets vaker met een kort magazine
dan een paar keer met een lang magazine• Qua omvang is 8-12 pagina’s ideaal (ex sub-items)
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STEEK ZE IN JE ZAK
• Hergebruik je content• Verwijs vanaf verschillende media naar je magazine• Werk evt met `lees verder` op mobile• Bouw consequent aan je gebruikersdatabase
(e-mail adressen + volgers op social)
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VRAGEN?!
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DRAG & DROP
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INLINE EDITING
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ITEMS TOEVOEGEN
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ACHTERGROND BEWERKEN
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