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

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Digital tactics - How to maximize your digital channels

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