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

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

34. Find your theme
YOU are important
- Not your company
Links=SEO=GOOD!
Guest blog (Blogs/online media)

35. Seed your content at the right place!

36. Blogs
Social media
Forums  FRIENDS
Where do we place the seeds?
#hashtags

37. 1 % 9 % 90 %

38. Go for the 1 %
Spend time on the 9 %

39. Get to know them!
Give them a ”blogging package”
Why? - Readers+SEO value
How to get bloggers to write about you

40. It’s all
in the pitch!

41. Short
Personal
Valueoriented
Good bloggers pitch

42. E-mail still is your best friend

43. …and use Twitter!

44. Paid
channels
Social media
ads
AdvertorialsBanners

45. When you need to get the numbers rising

46. When should you use ads
in your tactics?

47. Campaign related
If you have spend a lot of resources on
your content
Boost with ads

48. ”Native”-ads and”Advertorials”
- VeckoRevyn and DamernasVärld

49. Marketing automation?

50. Ads in social media

51. How do we get the channels
to work together?

52. 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

53. What do we do?
Campaign 1 Campaign 2 Campaign 3 Campaign 4
On going activities

54. Why work with campaigns
• Build brand
• Drive traffic
• Get new followers
• Increase engagement

55. 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

56. How to get viral?

57. First of all…
…is there such a thing as viral?

58. Seeding
Sourcing
Feedback
Beta Campaign Closing
Phases in working with campaigns

59. Phases in working with campaigns
Seeding
Sourcing
Feedback
Beta Campaign Closing
PR
Ads
PR

60. 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

61. Always
try to optimize!

62. If you don’t measure
You will never learn!

63. Your turn!
Make a campaign plan
in 8 step

64. 1. What will be your next
digital campaig?

65. Where
are you
going?

66. 2. What is the purpose of doing it?

67. Attract target group
Release a new product
Climb the search enginges

68. 3. What topics
will you work with?

69. What can you tell about
Your business
The product
Your lifestyle

70. The business
The product
The lifestyle

71. 4. How will you prioritize
your activities?

72. We only get that much
space..

73. Try to prioritize…
Draw your
piechart

74. 5. What material will be needed?

75. Inspirational pictures
Product photos
Product videos
Lifestyle pictures
Campaign sites
Infographics
Interviews

76. 6. How much time will you have to
spend on this campaign?

77. vs. goals

78. 7. What colleagues will you involve?

79. Photagrafer
Writer
PR-person
Media buyer
Web analytics
Developer
Webbmaster
AD

80. Photagrafer
Writer
PR-person
Media buyer
Web analytics
Developer
Webbmaster
AD

81. Make sure you hire the right people!
Photo
Design
CTA
Writer
Analytics

82. 8. Which channels should you use?

83. What will be your
platform

84. Contact
Sara Öhman
@saraohman
saraohman.com
+46702047701
hey at saraohman.se