Digital tactics - How to maximize your digital channels

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On how you setup your digital tactics in order to maximize the effect within your digital channels - Both working with on going activities and campaigns - By @saraohman

On how you setup your digital tactics in order to maximize the effect within your digital channels - Both working with on going activities and campaigns - By @saraohman

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  • 1. Digital tactics - How maximize digital channels Sara Öhman @saraohman
  • 2. Sara Öhman @saraohman - Digital marketing - Do 110 kg in deadlifts Advertising E-commerce Start-ups Freelancer
  • 3. Last time you talked about customer journeys
  • 4. The good The evil
  • 5. Marketer ”I need to get this message out!” Interaction design ”You need to teach the user”
  • 6. ”Advertising is the tax you pay for not being remarkeble”
  • 7. It’s all about setting up the conditions to get to be remarkeble!
  • 8. Mainstream Malin Know-it-all Karl Responsible Renata Premium Per One community – Different personalities
  • 9. How do you work with these different personalities?
  • 10. Guide the user through the their journey with content
  • 11. Support your users in their journey
  • 12. 1. Get their interest Resistance Curiosity Acceptance
  • 13. 2. Keep that interest Exploration Fading interest
  • 14. 3. Get their attention, engage and activate Social acknowledgement Co-creating
  • 15. 4. Reward themAcknowledgement of knowledge
  • 16. What does YOUR playfield look like?
  • 17. Digital tactics?
  • 18. It begins with your platform
  • 19. Get as many people on board as possible
  • 20. Your own channels Earned channels Paid channels Your platform
  • 21. Your own channels Social mediaNewsletterSite
  • 22. 1. Timing 2. Call-To-Action All you need to know about social media
  • 23. Facebook Instagram Twitter Communication Campaign related Lifestyle Join the conversation Target group All Interest based Community Focus Offer Product Details What? Well produced pictures and texts Inspiration, back-stage and”Sneak-peaks” Q&A How? Call-to-Action Teaser Their level
  • 24. Which channels do you use?
  • 25. Don’t forget your newsletter! Collect Segment Execution plan
  • 26. Create as many relations as possible!
  • 27. How do you do that?
  • 28. ”Rapid response” and monitoring - Monitor keywords - Be present and serve them with answers
  • 29. Never ever,ever settle with your own channels!
  • 30. Earned channels Social media mentions BloggersPress
  • 31. 1. Press release 2. Guest blogging 3.Working with blogs /”influencers” How to end up in other peoples channels
  • 32. News wrothy Story telling rather then product focus Press platform (Ex. PR Newswire) Press releases
  • 33. Find your theme YOU are important - Not your company Links=SEO=GOOD! Guest blog (Blogs/online media)
  • 34. Seed your content at the right place!
  • 35. Blogs Social media Forums  FRIENDS Where do we place the seeds? #hashtags
  • 36. 1 % 9 % 90 %
  • 37. Go for the 1 % Spend time on the 9 %
  • 38. Get to know them! Give them a ”blogging package” Why? - Readers+SEO value How to get bloggers to write about you
  • 39. It’s all in the pitch!
  • 40. Short Personal Valueoriented Good bloggers pitch
  • 41. E-mail still is your best friend
  • 42. …and use Twitter!
  • 43. Paid channels Social media ads AdvertorialsBanners
  • 44. When you need to get the numbers rising
  • 45. When should you use ads in your tactics?
  • 46. Campaign related If you have spend a lot of resources on your content Boost with ads
  • 47. ”Native”-ads and”Advertorials” - VeckoRevyn and DamernasVärld
  • 48. Marketing automation?
  • 49. Ads in social media
  • 50. How do we get the channels to work together?
  • 51. Get their attention Traffic drivers Activate Conversion drivers Engage Relationships drivers Videos and pictures in social media pressreleases, infographics Competitions, product guides and services Loyalty program User- guides Communicate to convert Your own channels Earned channels Paid channels
  • 52. What do we do? Campaign 1 Campaign 2 Campaign 3 Campaign 4 On going activities
  • 53. Why work with campaigns • Build brand • Drive traffic • Get new followers • Increase engagement
  • 54. Creating synergies in your campaign flow Campaign 1 Campaign 2 Campaign 3 Campaign 4 Goal: Increase engagement within own channels Goal: Drive traffic to site/campaign site Goal: Build brand Goal: Get new followers
  • 55. How to get viral?
  • 56. First of all… …is there such a thing as viral?
  • 57. Seeding Sourcing Feedback Beta Campaign Closing Phases in working with campaigns
  • 58. Phases in working with campaigns Seeding Sourcing Feedback Beta Campaign Closing PR Ads PR
  • 59. FB ad Blog post FB Post IG Post Blog post FB Post Press- release Video IG Post Nyhets- brev Working with bloggers Blog post IG Post FB Post Video IG Post Banners Banners BannersBanners Beta Campaign Closig Campaign flow Working with bloggers Working with bloggers =sales push
  • 60. Always try to optimize!
  • 61. If you don’t measure You will never learn!
  • 62. Your turn! Make a campaign plan in 8 step
  • 63. 1. What will be your next digital campaig?
  • 64. Where are you going?
  • 65. 2. What is the purpose of doing it?
  • 66. Attract target group Release a new product Climb the search enginges
  • 67. 3. What topics will you work with?
  • 68. What can you tell about Your business The product Your lifestyle
  • 69. The business The product The lifestyle
  • 70. 4. How will you prioritize your activities?
  • 71. We only get that much space..
  • 72. Try to prioritize… Draw your piechart
  • 73. 5. What material will be needed?
  • 74. Inspirational pictures Product photos Product videos Lifestyle pictures Campaign sites Infographics Interviews
  • 75. 6. How much time will you have to spend on this campaign?
  • 76. vs. goals
  • 77. 7. What colleagues will you involve?
  • 78. Photagrafer Writer PR-person Media buyer Web analytics Developer Webbmaster AD
  • 79. Photagrafer Writer PR-person Media buyer Web analytics Developer Webbmaster AD
  • 80. Make sure you hire the right people! Photo Design CTA Writer Analytics
  • 81. 8. Which channels should you use?
  • 82. What will be your platform
  • 83. Contact Sara Öhman @saraohman saraohman.com +46702047701 hey at saraohman.se