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2010-05-18-Hoe creëer je kwalitatieve content op het internet
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2010-05-18-Hoe creëer je kwalitatieve content op het internet

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INTAC Internet Academy

INTAC Internet Academy

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    2010-05-18-Hoe creëer je kwalitatieve content op het internet 2010-05-18-Hoe creëer je kwalitatieve content op het internet Presentation Transcript

    • Koen Denolf communication strategist on Content Marketing
    • why content marketing?
    • ...or failing to keep them focussed on what you are telling
    • “Advertising is the price you pay for being boring” (Andy Sernovitz)
    • © David Armano
    • everyone is a publisher
    • The audience listens to themselves
    • Search determines online success
    • what is content marketing?
    • Creating relevant and entertaining info about your brand on multiple platforms
    • Push Pull
    • content + conversations are the tools
    • Publishing content on multiple platforms
    • user generated content
    • strange things can happen
    • www.youtube.com/watch?v=MAcc8CPhlO4
    • www.youtube.com/watch?v=MAcc8CPhlO4
    • Use what works
    • Competitions always work
    • Shit can happen
    • How you can create content
    • make it interesting
    • create value
    • tell a story
    • Be authentic
    • Help with branded utilities
    • Surprise
    • think PR
    • channels
    • reach versus impact 1.000.000 < 100.000
    • “Do business in public and be found”
    • The new media ecosystem 1. owned media 2. paid media 3. organic media © Go Viral
    • www.netlog.be/kaho
    • the contest
    • use influencers
    • stimulate the viral effect
    • channels: (online) video content
    • > 40.000.000 views every hour
    • continuous & increasing upload of videos
    • fact # 1 there are 2 kinds of videos
    • user generated content & professional content
    • fact # 2 video content can take many forms
    • an old-school powerpoint
    • a home-made format
    • fact # 3 what is the reason to watch (videos online) ?
    • #1 pleasure & entertainment #2 up-to-date information (for professional content) & boredom (for user generated content)
    • fact # 4 where do people find (and watch) online videos ?
    • fact # 5 7 qualities that can make a video go viral
    • 1. do a parody / spoof (recognition) & amaze (be bigger than life) 2. incorporate appropriate music 3. grab immediate attention & edit the video into sharp, quick scenes 4. be funny (to other people) 5. incorporate newsworthy or discussion ingredients 6. don’t get stuck on quality (or format) 7. limit the corporate friction
    • Results Logitech (campaign of 4 weeks) 30.000 views > 20.000 YouTube NL > 4.000 YouTube FR > 5.000 GarageTV + undefined on alexagnew.be > 1.000 game participants 50 try & buy registrations dec 2009 + 27% sales (compared to dec 2008) & jan 2010 + 25 % sales (compared to jan 2009) Belgium # 2 increased Harmony sales worldwide
    • Results The truth about Amsterdam 6.5 million people reached through different media huge discussion online Amsterdam in very positive spotlights political attention & TV reports > 80.000 visitors on site
    • channels: digital magazines
    • this is NOT a digital magazine
    • Why?
    • to boost sales
    • to help your customers
    • to create awareness and claim my domain online
    • to reach other or difficult to reach people
    • Make content shareable to make content shareable
    • channels: social media
    • social media are online tools that help people interact, collaborate and share content Photo Blogging Sharing Video Micro Sharing Blogging Key Podcasts Social RSS Platforms Message Widgets Boards Product Social Reviews Networks
    • how to deal with social media?
    • is it a buzz and about a short term effort ?
    • or about ongoing conversations and long term relations ?
    • do not jump but build a sustainable relation instead
    • case Jimmy Choo
    • PEP collection Aligned to Simelala rape Jimmy Choo centre brand Elton John Aids Foundation A reason to get 72 hours involved Low barrier to entry
    • drive awareness for the Project PEP campaign increase demand for the PEP collection drive visitors to the Jimmy Choo ecommerce site
    • You, Your Shoes and 72
    • # 1 design and build a community around a photo competition # 2 encourage entrants based on You, Your Shoes and 72 # 3 a seeding plan to draw known advocates to the site # 4 manage the community, run Facebook, twitter and blogger outreach
    • 9,165 blogs mentioned the campaign
    • The campaign created over 500 new search terms and attracted thousands of organic visits
    • Thousands were engaged on Facebook. It was the biggest single driver of traffic
    • Community visitors spent x2 as long on the ecommerce site
    • Conversion rate Those who engaged on the community, had twice the standard conversion rate
    • ROI x20 The ROI of online advertising
    • and the lucky winner
    • Make a plan
    • Start the conversation
    • Monitor the conversation
    • Say ‘thank you’
    • Organise
    • React (but pick your battles)
    • unloading now...