Presentation at Berghs School of Communication about generating traffic.

1. Traffic...
Picture from Thewallpapers.com

2. ...is not about
anonymous numbers.
Picture from Meagcom-mc.com

3. It’s about
...is about
curious people...
people
Picture from Style.com

4. ...stopping by...

5. ...to fulfill a need.
Picture from Therussianeducation.com

6. X
Commercial traffic Non-commercial traffic

7. Have a strategy for both
X
Commercial traffic Non-commercial traffic

8. Picture from sz-solutions.com

11. Differ Searchable Distributed
Shareable Backlinked Linkable

12. Traffic is only about digital marketing

13. t
no
Traffic is only about digital marketing

14. TVC drives traffic

17. ch
TVC drives traffic
ar
se

18. Plan for it or #fail

19. Plan + be reactive with SEM
Diagram is borrowed from Linda Hellqvist, Google.
I have translated it and changed some colors.

21. From
competitors
retail store

22. Commercial
traffic

23. Traffic
put forward

24. You as a
traffic source

26. E-mail

27. Incentives

28. Commercial
traffic

29. You as a
Traffic source

30. Where she look
- You look

31. Non commercial
traffic. How to catch?

36. 130 friends in average

37. 536 Likes

38. 70 000

40. Christmas
+
A book
+
Twitter
=

41. +10% traffic
&
+20 % sign ups

42. Concept
• Campaign in december
• Starting with 200 followers
• Competition: One christmas question/h
• 3 first right answers wins
• Prize: discounted year subscribtion
• Bought a book with christmas facts
• Created 600 questions
• Scheduled tweets with TweetLater
Result
• 200 -> 4000 followers in 1 month
• Increased PageRank thanx to tweets &
blogposts
• More than 10 % traffic increase
• Sign ups increased 20 %
Investment
• Mainly on full-time employee during one
month
2 months later
• Super Bowl-campaign starts on Twitter
• 30 % traffic increase
• Thanx to a larger follower base

46. Source Mashable.com/2011/03/16/facebook-like-worth/

47. Source Mashable.com/2011/03/16/facebook-like-worth/

48. Bjornalberts.com – Best marketing blog in Sweden

49. Successful blogging

50. Picture from 10den.com

51. ”80 percent of searchers click on a natural
result and 20 percent click on a paid listing”
Stuart Small, Google at Great B2B Marketing Debate 2007
Source Technologyweekly.mad.co.uk 18th December 2007

52. A worldsure all
Make that are
looked at you do is
marketing through
findable
search engines

53. Let’s kill some
SEO myths
Stoeln from The Louvre museum

54. • Search engine optimization is about secret strategies
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
• All links are good links that will help our ranking
• Meta Keywords is very important

55. • Search engine optimization is about secret strategies
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
• All links are good links that will help our ranking
• Meta Keywords is very important

56. • Search engine optimization is about secret strategies
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
• All links are good links that will help our ranking
• Meta Keywords is very important

57. • Search engine optimization is about secret strategies
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
• All links are good links that will help our ranking
• Meta Keywords is very important

58. • Search engine optimization is about secret strategies
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
• All links are good links that will help our ranking
• Meta Keywords is very important

59. • Search engine optimization is about secret strategies
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
• All links are good links that will help our ranking
• Meta Keywords is very important

60. • Search engine optimization is about secret strategies
t!
• Stuff your pages with keywords
• It’s enough to have a lot of relevant content
• One has to register the site at several search engines
No
• All links are good links that will help our ranking
• Meta Keywords is very important

62. Picture from Liquorsnob.com

63. Social signals
Picture from Blindfiveyearold.com. Follow that blog!

64. Make people react

65. Make people react

66. Why it fails
Picture from demotivation.com

67. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

68. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

69. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

70. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

71. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

72. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

73. • Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet

74. • Sprawling
l
• Irrelevant
•
•
• ai
Impersonal
Undistinguished
Lack of passion
#f
• Estrange technology
• Disregard the possibilities of the internet

75. Focus
Picture from expresscertifications.com

76. • Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate

77. • Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate

78. • Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate

79. • Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate

80. • Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate

81. • Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate

82. s
• Choose your subject
• Topical questions? Identify the keywords
•
•
•
cuMap who the key figures are
Map dominant companies and organizations
Map media companies
Fo
• Delimitate

83. Listen

84. Listen in realtime with quality

85. Listen in realtime for free

86. http://bjornalberts.com/12-steg-for-att-bevaka-varumarket-i-social-media
[In Swedish]

87. Writing
Picture from Flickr.com/photos/ayumina/

88. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

89. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

90. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

91. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

92. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

93. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

94. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

95. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation

96. • Stay on the subject of the blog
• Quality before quantity – but quantity has a value
• Better short than long in general
• Attractive or descriptive headers
• Short paragraphs
• Give a positive general impression
• Refer to other blogs and articles at media sites
• Invite your audience to a conversation and ask for comments
• Thank for comments and continue the conversation among the comments

98. Texts that get wings
Picture from boomer-bloomer.com

99. Lis
ts

100. ns
io
st
ue
bjornalberts.com

101. ws
ie
rv
te
bjornalberts.com

102. on
ce
pt
s

103. Differ

105. ”Klout score has become so important that you need
to score at least 50 to be called for an interview in
Silicon Valley”
Participant in panel discussion, Social Media World Forum, London March 2011

106. • A video blog?
• A photo blog of your daily development as a marketer?
• A series of interviews with authorities about a trending topic?
• Blog battles about that topic?
• Observations from the school of communications week 23?
• Free your creativity!

107. • A video blog?
• A photo blog of your daily development as a marketer?
• A series of interviews with authorities about a trending topic?
• Blog battles about that topic?
• Observations from the school of communications week 23?
• Free your creativity!

108. • A video blog?
• A photo blog of your daily development as a marketer?
• A series of interviews with authorities about a trending topic?
• Blog battles about that topic?
• Observations from the school of communications week 23?
• Free your creativity!

109. • A video blog?
• A photo blog of your daily development as a marketer?
• A series of interviews with authorities about a trending topic?
• Blog battles about that topic?
• Observations from the school of communications week 23?
• Free your creativity!

110. • A video blog?
• A photo blog of your daily development as a marketer?
• A series of interviews with authorities about a trending topic?
• Blog battles about that topic?
• Observations from the school of communications week XX?
• Free your creativity!

111. • A video blog?
• A photo blog of your daily development as a marketer?
• A series of interviews with authorities about a trending topic?
• Blog battles about that topic?
• Observations from the school of communications week 23?
• Free your creativity!

112. r
• A video blog?
•
•
•
•
•
ffe
A photo blog of your daily development as a marketer?
A series of interviews with authorities about a trending topic?
Blog battles about that topic?
Observations from the school of communications week 23?
Free your creativity!
Di

113. Picture from personalbrandingblog.wordpress.com

116. http://www.youtube.com/watch?v=xVNDwIPpuzs

119. Access to ”The Thing”
The interactive concept that constitute the core of this
set-up. This is where you need to be creative!

120. 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!

121. 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
Fun
earn great incentives to convert in line with your
business goals. Limited
Important that this is the only way to get that great
incentive! Price
Time
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.

122. PR, SEO & SEM (+other ads)
On chosen keyword cluster Virality
Challenge / Invite friends
Landing Page Are you up for it?
Adaptive to traffic source & language Challenge your friends by e-mail!
Don’t get greedy when creating this. Skip all that crap
Sign up (or later in process) with importing addresses from social networks and
Use Facebook Single sign-on. webmail as the default option. Make it simple! Just let
It will increase registration with 30-200% the user add a few of the e-mail addresses on the top
of their mind.
Facebook News feed
Access to ”The Thing” Feed the users Facebook News Feed with output from
The interactive concept that constitute the core of this their interaction. If you do it right you can aim for 3
set-up. This is where you need to be creative! new visits generated by each user interaction on you
site. That’s traffic!
Tweets
Incentives to convert Twitter is an ultimate tool for driving traffic. Enable for
Let the user perform in your interactive concept and the user to Tweet! Create Tweets that are based on a
earn great incentives to convert in line with your combination of output from user interaction with ”The
business goals. Thing” and a challenge to the followers.
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.

123. The bloodstream of digital marketing
PR, SEO & SEM (+other ads)
On chosen keyword cluster Virality
Challenge / Invite friends
Landing Page Are you up for it?
Adaptive to traffic source & language Challenge your friends by e-mail!
Don’t get greedy when creating this. Skip all that crap
Sign up (or later in process) with importing addresses from social networks and
Use Facebook Single sign-on. webmail as the default option. Make it simple! Just let
It will increase registration with 30-200% the user add a few of the e-mail addresses on the top
of their mind.
Viral
Loop
Facebook News feed
Access to ”The Thing” Feed the users Facebook News Feed with output from
The interactive concept that constitute the core of this their interaction. If you do it right you can aim for 3
set-up. This is where you need to be creative! new visits generated by each user interaction on you
site. That’s traffic!
Tweets
Incentives to convert Twitter is an ultimate tool for driving traffic. Enable for
Let the user perform in your interactive concept and the user to Tweet! Create Tweets that are based on a
earn great incentives to convert in line with your combination of output from user interaction with ”The
business goals. Thing” and a challenge to the followers.
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.

124. Take part
Picture from amadeo.blog.com

125. A hub for communication

126. Another hub for communication

127. Comment on articles

128. Comment on other blogs

129. Converse in all channels

130. Converse in all channels

132. Spread

133. Tell by e-mail
The blog post is done

134. Ping!

137. Or use:
http://blogsearch.google.com/ping/RPC2

140. Social tools
Picture from Time.com

141. Increase traffic

143. Picture from weareloremandipsum.com

144. A Twitter wave

147. A Facebook Page

148. Egen on other’s
Post fanpage FB-pages

149. Egen fanpageown
Adress your friends

154. Bilderna från Brago via Newsdesk.se

155. The digital brand sphere
Other digital resources
Monitor
Other blogs RSS
Delicious Digg
Video Channels Twitter
Podcasts Facebook
Blog + Website
Flickr GetSatisfaction
WikiPedia
Search Engine Result Pages

159. Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom Movies
core
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia
Dominant

160. Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom Movies
core
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia
Dominant

161. Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom core Movies
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia Dominant

162. Digital plan arrangement
Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom core Movies
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia Dominant

163. Measure & learn
Picture from imamuseum.org

164. Everything is measurable

165. New measurements

166. For instance
• Number of ReTweets – indicates how interesting your post is
• Number of comments – how engaging your writing is
• Number of RSS-subscribers – indicates how many that are potentially
interested in a relation

167. Posts
(comments + trackbacks)
=
Conversation index

168. Be in control
ReTweets Links

169. RSS-subscribers
+ = Control!

170. Mumbo jumbo
Picture of Senator Harry Reid symolize the sceptical mid-aged boss

171. Traditional measurements

172. New measurement
+
Traditional measurement
=
Shows results
by efforts in social media

173. Picture from Simpletom.co.uk

174. What about ordinary web stats?

177. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?

178. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?

179. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What

180. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test

181. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)

182. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)
Landing Page
•Dynamic referring to traffic source •Offer •Call to action •Confidence
•Disposition •Buying bullets •More information •Design
•Small A/B-test
•Go big with winner
•Traffic by source
•Bounce rate
•Click through

183. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)
Landing Page
•Dynamic referring to traffic source •Offer •Call to action •Confidence
•Disposition •Buying bullets •More information •Design
•Small A/B-test
•Go big with winner
•Traffic by source
•Bounce rate
•Click through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

184. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)
Landing Page Continuos work
•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a
•Disposition •Buying bullets •More information •Design campaign starts when it’s launched.
Then you should start monitor the
•Small A/B-test performance and do frequent follow
•Go big with winner ups and analysis. Based on conclusions
•Traffic by source decide and implement changes and add
•Bounce rate actions while the campaign is running.
•Click through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

185. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats? Virality
• Special terms? • Design?
• 3 buying (sign up) bullets? Exclusive offers ”not supposed
to be spread” can sometimes
• Campaign channels? get viral. Let them fly!
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)
Landing Page Continuos work
•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a
•Disposition •Buying bullets •More information •Design campaign starts when it’s launched.
Then you should start monitor the
•Small A/B-test performance and do frequent follow
•Go big with winner ups and analysis. Based on conclusions
•Traffic by source decide and implement changes and add
•Bounce rate actions while the campaign is running.
•Click through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

186. Checklist for traffic driving
Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats? Virality
• Special terms? • Design?
• 3 buying (sign up) bullets? Exclusive offers ”not supposed
to be spread” can sometimes
• Campaign channels? get viral. Let them fly!
On site Blog Twitter Facebook E-mail Other?
•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML
•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
•Small A/B-test •Test and learn •Test and learn •Small A/B-test
•Go big with winner •Go big with winner Test
•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails
•Click through •Comments •No. of followers •No. of fans •Bounce KPI
•Unique visits •Link performance •Click through •Opened
•RSS-subscriptions •Click through •Likes •Click through
•Click through •(Credits)
Landing Page Continuos work
•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a
•Disposition •Buying bullets •More information •Design campaign starts when it’s launched.
Then you should start monitor the
•Small A/B-test performance and do frequent follow
•Go big with winner ups and analysis. Based on conclusions
•Traffic by source decide and implement changes and add
•Bounce rate actions while the campaign is running.
•Click through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

187. Practice

188. Passion & hard work

189. Google:
”björn alberts”