Tapal Tea Michael Leander workshop part 2

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Part 2 of the Tapal Tea digital marketing workshop with Michael Leander

Part 2 of the Tapal Tea digital marketing workshop with Michael Leander

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  • 1. Life’s a beach ! Dream job in Hamilton Island, Queensland Salary AUS 100.000  Unique idea  Target audience alignment  Storytelling  Insane press coverage  Huge increase in awareness and preference http://edition.cnn.com/2009/TRAVEL/01/12/queensland.australia.hamilton.island/
  • 2. Social engagement can change perception Samsung Apple Nokia
  • 3. HOMEWORK > GIVE HAJRA INPUT Thinking about each specific segment, what could be done to improve the “phototorial” and increase engagement on social media as a result of that improvement
  • 4. What is SOLOMO?
  • 5. Prioritise video in your mobile optimised site. Video content highly effective for engagement & conversion
  • 6. Social media and mobile marketing • Have a single goal in mind for each channel • Optimise each social presence for mobile (e.g. Facebook apps) • Time your mobile focused posts • Favour image and location based marketing • Use mobile apps to manage your account and activity
  • 7. Mobility, Gamification & 2nd Screen
  • 8. Community engagement – picture economy • The secret lives of luxury shoes • Photos are submitted through Instagram using the hashtag #BGShoes • Image is placed on Bergdorf’s map of Manhattan
  • 9. … deeply personal www.lumosity.com
  • 10. 2nd screen opportunities
  • 11. How does mobile & relevant ”time and place offers” tie in with the overall customer experience and your webpresence
  • 12. Automated campaign a massive success ... In Turkey • Sign-up via qualification • IVR • Different Axe girl calls every day Think: Solves a real problem in a fun way (service) and generates continous awarenesss
  • 13. 7 proven senses to consider for your digital marketing activities • Lust; the anticipation of pleasure, (which we crave) • Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle • Alarm: the threat of negative consequences, which demands immediate response • Prestige: symbols of rank and respect, which earn us status and admiration • Vice: rebellion against rules, which tempts us toward “forbidden fruit” • Trust: certainty and reliability, to which we give our loyalty • Commonsense; use your commonsense
  • 14. Which senses do this Westin mobile add play on?
  • 15. Mobility is everywhere and is becoming the de facto standard for finding stuff • • • • • • Think about Google Maps & Places (be there) Think about Google Plus (Google +) Think about Facebook & Places Think about Foursquare Think about Location Based Services Think about how hard it is to find good interactive apps about in general
  • 16. Why, what, when, how mobile Mobile Web Mobile App  Good for engaging new prospects Can work well as a client retention tool  Cheaper and quicker to market  Stronger at driving call to action through push messaging  Provide an additional touch point  Ideal for digital coupons, special user events and offers (local, regional) Mobile Ads Targeted  Performance based  Drive traffic, downloads and conversion of any kind
  • 17. Listen & React • Customers engage in social media • You need to listen to the conversation and react • All the time !
  • 18. Summary of sentiment
  • 19. 1 2 Listen to the conversation on Twitter (and other social networks) (c) Michael Leander Nielsen, 21
  • 20. Reacting to mentions • Monitor across all platforms • Have tool for managing • Have tool for reacting Try search.twitter.com
  • 21. Unexpected reply My Foursquare message
  • 22. 5 Minute Exercise What can you do (or what can Tepal do) to leverage mobility – Describe an idea or a project, which will help Tepal attract more customers or retain/grow customers
  • 23. Integrate across all channels - smart !
  • 24. Offline Social media Website & Blog Apps Email & Mobile Integration across all channels is key – as is a seamless user experience
  • 25. Your content concept
  • 26. Speed factor – choose your style • • • • Inbound marketing (social) Earned media (social) Referrals & recommendations Takes time, but generally attracts leads of a higher quality and commitment • Outbound marketing • New sign-up fast • Varied quality • Subscriber lifetime value may be lower than those attracted through inbound marketing and referral
  • 27. Brilliant [accidental] content concept
  • 28. Which is more important? Content Community
  • 29. Talk Service Receive Listen Listen Listen Listen Can you find something sensible to talk about?
  • 30. Your content concept describes  What you offer and how it fits in the buying cycle  Benefits of your offering  Why your audience should engage  Which stories, content you are going to publish  Frequency, security, trust  Media (video, cartoons, articles, audio etc.)  Think like a publisher, act like the best hostess
  • 31. UNDERSTANDING THE DRIVING RuleOFof thumb FORCES COMMUNITIES THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET. THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET. THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL 37
  • 32. Talk about something of interest http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/
  • 33. Quick results – B2B case study + 3 interview requests + 45 newsletter subscribers + 3 registered for Lisbon seminar + 1 consulting engagement + 2 inquiries for speaking
  • 34. Attractor: Guiding people http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
  • 35. You need a content concept for video channels too
  • 36. Repurposing of content • Think about how you can slice your main stories into multiple smaller stories • Seed them successively • Think – Prelaunch – Launch – Postlaunch
  • 37. 11 questions to help you build your content concept 1. Catches attention Engages 2. 3. 4. 5. 6. Retains interest 7. 8. 9. Distributes 10. 11. What general area of knowledge do we have that we can share? What kind of expertise or even products can we give away? What can we explain? What type of content from others can we share with our audience? Who can we interview that would interest our audience? What can we have fun with that isn’t a disconnect from our brand or industry? What sensitive topics may we take advantage of to engage discussion? What topics are off-limits? Who in our company connects with customers most naturally? What is our capacity to produce content? Our audience’s threshold to consume it? © Michael Leander, 2010 44
  • 38. 45
  • 39. 2 areas of focus for your group exercise 1. Increase the sales of Green Tea 2. Get young people less than 26 years of age to drink more tea and subsequently establish preference for a Tapal brand 46
  • 40. Group of 4’s assignment Present concept for the chosen brand & target audience, describing; – What is the end goal of seeding content • How will the content seeded bring business to the brand • How would you measure that? – What is the content concept • Topics, stories • Tone of voice • Pictures and /or video content – Which delivery formats are going to be used – What is the intended frequency of seeding content in social and email marketing respectively
  • 41. Want to know more? Here’s what to do • Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen • Stay tuned for more content on Twitter http://www.twitter.com/michaelleander • Join our CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-MarketingOfficers-Exclusive-2268050 • If you missed the 7 points, send me an email to Michael@michaelleander.me