Webbstrategidagarna 2010 Affärsutveckling för en digitaliserad marknad
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The document discusses strategies for developing a business through digital means. It outlines various digital resources that a company can utilize, including search results pages, RSS feeds, video channels, podcasts, social media platforms, blogs, and more. The goal is to engage customers and spread relevant information about a company and its products through an integrated digital presence.
Webbstrategidagarna 2010 Affärsutveckling för en digitaliserad marknad
- 2. Affärsutveckling för en digitaliserad marknad
- 3. Bild lånad från interactcreative.blogspot.com
- 4. Bild lånad från interactcreative.blogspot.com
- 5. Sökresultatsidor RSS Monitorera Andra digitala resurser Video Channels Podcasts Flickr Delicious Digg Twitter Facebook GetSatisfaction WikiPedia Blogg + Webbplats Andra bloggar Varumärkets digitala sfär
- 6. Dominant Newsletter Social Newsroom Our Blogs Our RSS LinkedIn Group Other Blogs Wikipedia Related articles within keyword cluster Object core keyword Search friendly permalinks Trackbacks Relevant share options RSS RSS RSS Notifications Notifications PR Services Off site estates On site Promotion RSS Images Movies Presentations Documents Podcasts Applications
- 7. Dominant Newsletter Social Newsroom Our Blogs Our RSS LinkedIn Group Other Blogs Wikipedia Related articles within keyword cluster Object core keyword Search friendly permalinks Trackbacks Relevant share options RSS RSS RSS Notifications Notifications PR Services Off site estates On site Promotion RSS Images Movies Presentations Documents Podcasts Applications
- 8. Dominant Newsletter Social Newsroom Our Blogs Our RSS LinkedIn Group Other Blogs Wikipedia Related articles within keyword cluster Object core keyword Search friendly permalinks Trackbacks Relevant share options RSS RSS RSS Notifications Notifications PR Services Off site estates On site Promotion RSS Images Movies Presentations Documents Podcasts Applications
- 9. Dominant Newsletter Social Newsroom Our Blogs Our RSS LinkedIn Group Other Blogs Wikipedia Related articles within keyword cluster Object core keyword Search friendly permalinks Trackbacks Relevant share options RSS RSS RSS Notifications Notifications PR Services Off site estates On site Promotion RSS Images Movies Presentations Documents Podcasts Applications Varumärkets planlösning
- 11. KRIS!
- 12. Dialog & att bemöta kritik Axboms översättning & vidareutveckling av modell från amerikanska flygvapnet www.axbom.se/blogg/miniguide-besvara
- 13. Särskiljning
- 14. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design?
- 15. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other?
- 16. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? •Ev. IP-targeting •Text, graphic or video •Text or HTML •Message, link •Fanpage or message •Message in Tweet •Link ((bit.ly) What •Write about it
- 17. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Text or HTML •Message, link •Fanpage or message •Test and learn •Message in Tweet •Link ((bit.ly) •Small A/B-test •Go big with winner •Test and learn Test What •Write about it
- 18. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Impressions •Click through •Text or HTML •ReTweets •Comments •Unique visits •RSS-subscriptions •Click through •No. of sent mails •Bounce •Opened •Click through •Message, link •Fanpage or message •Test and learn •Messages sent •No. of fans •Click through •Likes •(Credits) •Message in Tweet •Link ((bit.ly) •ReTweets •No. of followers •Link performance •Click through •Small A/B-test •Go big with winner •Test and learn KPI Test What •Write about it
- 19. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? Landing Page •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Impressions •Click through •Text or HTML •ReTweets •Comments •Unique visits •RSS-subscriptions •Click through •No. of sent mails •Bounce •Opened •Click through •Message, link •Fanpage or message •Test and learn •Messages sent •No. of fans •Click through •Likes •(Credits) •Message in Tweet •Link ((bit.ly) •ReTweets •No. of followers •Link performance •Click through •Traffic by source •Bounce rate •Click through •Dynamic referring to traffic source •Disposition •Small A/B-test •Go big with winner •Small A/B-test •Go big with winner •Offer •Buying bullets •Call to action •More information •Confidence •Design •Test and learn KPI Test What •Write about it
- 20. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? Landing Page Conversion completed Confirmation e-mail Ev. e-mail reminder •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Impressions •Click through •Text or HTML •ReTweets •Comments •Unique visits •RSS-subscriptions •Click through •No. of sent mails •Bounce •Opened •Click through •Message, link •Fanpage or message •Test and learn •Messages sent •No. of fans •Click through •Likes •(Credits) •Message in Tweet •Link ((bit.ly) •ReTweets •No. of followers •Link performance •Click through •Traffic by source •Bounce rate •Click through •Dynamic referring to traffic source •Disposition •Small A/B-test •Go big with winner Per traffic source: •Conversion success •Confirmation you’re still with the campaign Per traffic source: •Sent •Bounce •Opened •Click through Per traffic source: •Sent •Bounce •Opened •Click through •Confirmation you’re still with the campaign •Small A/B-test •Go big with winner •Offer •Buying bullets •Call to action •More information •Confidence •Design •A friendly reminder •Test and learn KPI Test What •Write about it
- 21. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? Landing Page Conversion completed Confirmation e-mail Ev. e-mail reminder •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Impressions •Click through •Text or HTML •ReTweets •Comments •Unique visits •RSS-subscriptions •Click through •No. of sent mails •Bounce •Opened •Click through •Message, link •Fanpage or message •Test and learn •Messages sent •No. of fans •Click through •Likes •(Credits) •Message in Tweet •Link ((bit.ly) •ReTweets •No. of followers •Link performance •Click through •Traffic by source •Bounce rate •Click through •Dynamic referring to traffic source •Disposition •Small A/B-test •Go big with winner Per traffic source: •Conversion success •Confirmation you’re still with the campaign Per traffic source: •Sent •Bounce •Opened •Click through Per traffic source: •Sent •Bounce •Opened •Click through •Confirmation you’re still with the campaign •Small A/B-test •Go big with winner •Offer •Buying bullets •Call to action •More information •Confidence •Design •A friendly reminder Continuos work The most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent follow ups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running. •Test and learn KPI Test What •Write about it
- 22. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? Landing Page Conversion completed Confirmation e-mail Ev. e-mail reminder •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Impressions •Click through •Text or HTML •ReTweets •Comments •Unique visits •RSS-subscriptions •Click through •No. of sent mails •Bounce •Opened •Click through •Message, link •Fanpage or message •Test and learn •Messages sent •No. of fans •Click through •Likes •(Credits) •Message in Tweet •Link ((bit.ly) Virality •ReTweets •No. of followers •Link performance •Click through •Traffic by source •Bounce rate •Click through •Dynamic referring to traffic source •Disposition •Small A/B-test •Go big with winner Per traffic source: •Conversion success •Confirmation you’re still with the campaign Per traffic source: •Sent •Bounce •Opened •Click through Per traffic source: •Sent •Bounce •Opened •Click through •Confirmation you’re still with the campaign •Small A/B-test •Go big with winner •Offer •Buying bullets •Call to action •More information •Confidence •Design •A friendly reminder Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly! •Test and learn KPI Test What •Write about it Continuos work The most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent follow ups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
- 23. Input • Target group? • Campaign languages? • The unique offer? • Special terms? • 3 buying (sign up) bullets? • Campaign channels? Creative • Message? • Copy? • Ad formats? • Design? On site Twitter Facebook E-mail Blog Other? Landing Page Conversion completed Confirmation e-mail Ev. e-mail reminder •Ev. IP-targeting •Text, graphic or video •Small A/B-test •Go big with winner •Impressions •Click through •Text or HTML •ReTweets •Comments •Unique visits •RSS-subscriptions •Click through •No. of sent mails •Bounce •Opened •Click through •Message, link •Fanpage or message •Test and learn •Messages sent •No. of fans •Click through •Likes •(Credits) •Message in Tweet •Link ((bit.ly) Virality •ReTweets •No. of followers •Link performance •Click through •Traffic by source •Bounce rate •Click through •Dynamic referring to traffic source •Disposition •Small A/B-test •Go big with winner Per traffic source: •Conversion success •Confirmation you’re still with the campaign Per traffic source: •Sent •Bounce •Opened •Click through Per traffic source: •Sent •Bounce •Opened •Click through •Confirmation you’re still with the campaign •Small A/B-test •Go big with winner •Offer •Buying bullets •Call to action •More information •Confidence •Design •A friendly reminder Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly! •Test and learn KPI Test What •Write about it Checklista för marknadsföring i fria kanaler Continuos work The most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent follow ups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
- 24. Affärsutveckling för en digitaliserad marknad
- 25. Affärsutveckling
- 31. Den marknad vi agerar på Digitala kanaler Social media
- 32. Den marknad vi agerar på Digitala kanaler Social media
- 33. Den marknad vi agerar på Digitala kanaler Social media
- 34. Den marknad vi agerar på Digitala kanaler Social media blir allt mer och ...i en mobil device
- 36. 1 000 000
- 37. 1 000 000 000
- 38. Kundbeteende Bild lånad från currengroup.com
- 39. Hur konsumenter hittar Källa: DIBS E-handelsindex Sverige 2010
- 40. Hur konsumenter hittar Källa: DIBS E-handelsindex Sverige 2010 Sök Relation Varumärke Social Media
- 41. Vi handlar utomlands Källa: DIBS E-handelsindex Sverige 2010
- 42. Vilket Google finns du på? Google.se?
- 43. How to expand to international presence
- 44. Anledning till utlandsköp Källa: DIBS E-handelsindex Sverige 2010
- 45. Vi är mobila & aktiva Källa: https://www.facebook.com/press/info.php?statistics Av Facebooks 500 miljoner medlemmar använder 200 miljoner (40%) Facebook aktivt via mobila enheter • De är dubbelt så aktiva som övriga aktiva användare
- 46. Källa: https://www.facebook.com/press/info.php?statistics Av Facebooks 500 miljoner medlemmar använder 200 miljoner (40%) Facebook aktivt via mobila enheter De är dubbelt så aktiva som övriga aktiva användare Vi är mobila & aktiva
- 49. Källa: http://www.census.gov/ipc/www/idb/worldpopinfo.php Bild: ana.blogs.com 50% av världens befolkning är yngre än 30
- 54. Bild lånad från yourhome.se
- 62. Hög Hög Låg Låg Relativ marknadsandel Marknadstillväxt Hög Internationell Internationell X Dominans VS Long tail Dominans VS Hastighet
- 63. Fission ≠ Fusion
- 72. Fysiskt Digitalt
- 73. Fysiskt Digitalt
- 74. Fysiskt Digitalt
- 76. Bild lånad från interactcreative.blogspot.com
- 77. Kamera Bild lånad från Geekalerts.com
- 78. Amazon är världens största återförsäljare av böcker
- 79. Bild lånad från Amazon.com Över 50 % av Amazons totala bokförsäljning är e-böcker till Kindle
- 80. Bild lånad från Amazon.com Det tog bara 33 månader, Amazon har funnits i 15 år. Över 50 % av Amazons totala bokförsäljning är e-böcker till Kindle
- 82. Bild lånad från Switched.com
- 97. Bild lånad från Iab.net ”It’s not about the plastics”
- 98. Bild lånad från Iab.net ”It’s not about the transactions”
- 99. Bild lånad från Iab.net ”It’s about the relationships”
- 100. Bild lånad från Iab.net ” The values of our relationships are based on service”
- 101. Bild lånad från Iab.net ” How can we make our marketing more of a service?”
- 107. Access to ”The Thing” The interactive concept that constitute the core of this set-up.This is where you need to be creative!
- 108. PR, SEO & SEM (+other ads) On chosen keyword cluster Landing Page Adaptive to traffic source & language Sign up (or later in process) Use Facebook Single sign-on. It will increase registration with 30-200% Access to ”The Thing” The interactive concept that constitute the core of this set-up.This is where you need to be creative!
- 109. PR, SEO & SEM (+other ads) On chosen keyword cluster Landing Page Adaptive to traffic source & language Sign up (or later in process) Use Facebook Single sign-on. It will increase registration with 30-200% Access to ”The Thing” The interactive concept that constitute the core of this set-up.This is where you need to be creative! Incentives to convert Let the user perform in your interactive concept and earn great incentives to convert in line with your business goals. 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. Roligt Antal Pris Tid
- 110. PR, SEO & SEM (+other ads) On chosen keyword cluster Landing Page Adaptive to traffic source & language Sign up (or later in process) Use Facebook Single sign-on. It will increase registration with 30-200% Access to ”The Thing” The interactive concept that constitute the core of this set-up.This is where you need to be creative! Challenge / Invite friends Are you up for it? Challenge your friends by e-mail! Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top of their mind. Incentives to convert Let the user perform in your interactive concept and earn great incentives to convert in line with your business goals. 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. Facebook News feed Feed the users Facebook News Feed with output from their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you site.That’s traffic! Tweets Twitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a combination of output from user interaction with ”The Thing” and a challenge to the followers. Virality
- 111. Ett digitalt blodomlopp PR, SEO & SEM (+other ads) On chosen keyword cluster Landing Page Adaptive to traffic source & language Sign up (or later in process) Use Facebook Single sign-on. It will increase registration with 30-200% Access to ”The Thing” The interactive concept that constitute the core of this set-up.This is where you need to be creative! Challenge / Invite friends Are you up for it? Challenge your friends by e-mail! Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top of their mind. Incentives to convert Let the user perform in your interactive concept and earn great incentives to convert in line with your business goals. 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. Facebook News feed Feed the users Facebook News Feed with output from their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you site.That’s traffic! Tweets Twitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a combination of output from user interaction with ”The Thing” and a challenge to the followers. Virality Viral Loop
- 112. Bild lånad från Mindfirst.com
- 120. "What companies need to worry about is two people in a garage" Nikesh Arora, Google http://www.youtube.com/watch?v=JfS6IaRvE_4
- 121. "What companies need to worry about is two people in a garage" Nikesh Arora, Google