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Choqoa. Marketing Different

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the Choqoa marketing presentation as it was given on the ICTLoket event: "Wie maakt het verschil ten opzichte van de concurrentie via zijn website?"

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Choqoa. Marketing Different

  1. 4. OVER
  2. 5. PASSIE, OBSESSIE, MISSIE
  3. 6. My Passion
  4. 8. My Passion
  5. 10. Barhunter, evangelist + sharing & sales
  6. 11. What I’m Doing With It <ul><li>Discovery Packs </li></ul><ul><ul><li>Personal experience </li></ul></ul><ul><ul><li>Create connection </li></ul></ul><ul><li>Tasting Events </li></ul><ul><ul><li>Share & Educate </li></ul></ul><ul><ul><li>Group Experience </li></ul></ul><ul><ul><li>Sense reactions </li></ul></ul><ul><ul><li>Create content </li></ul></ul>
  7. 12. EXECUTION <ul><li>The Big Idea </li></ul>
  8. 13. What I’m Using to Promote It
  9. 15. What I’m Doing With It <ul><li>Blog </li></ul><ul><ul><li>Central content depot </li></ul></ul><ul><ul><li>Mediahub (flickr, youtube, widgets) </li></ul></ul><ul><ul><li>Syndicate content </li></ul></ul><ul><ul><li>Content management </li></ul></ul>
  10. 17. What I’m Doing With It <ul><li>Facebook </li></ul><ul><ul><li>Personal account & FanPage updates (evolutie) </li></ul></ul><ul><ul><li>Exploring the limits of a network </li></ul></ul><ul><ul><li>Taggable content </li></ul></ul><ul><ul><li>Sharing & re-posting (from blog) </li></ul></ul><ul><ul><li>Local focus </li></ul></ul><ul><ul><li>Relationship management </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  11. 19. What I’m Doing With It <ul><li>Twitter </li></ul><ul><ul><li>Global focus </li></ul></ul><ul><ul><li>Open / though niche </li></ul></ul><ul><ul><li>Professional network </li></ul></ul><ul><ul><li>Live search & multiple responses </li></ul></ul>
  12. 20. Channel tactics phase 1 Content Hosting Long form Long term Claim authority Google Juice (Flickr & YouTube – Reach & SEO) Content Distribution Short form Instant & Responsive Install Notoriety Traffic driver Network & people
  13. 21. Channel tactics phase 2 Content Distribution Short form Instant & Responsive Install Notoriety Traffic driver Network & people Content Hosting Long form Long term Claim authority Google Juice Content Tagging Events & announcements Semi Instant Install Presence Probing Network & people Int’l audience Food Professionals Continuous Search & Monitoring Lead generation Local Audience Foodies Track network fx (shared friends & RSVP’s) Personal Approach Shopping lead & conversion Network effect New local audience (geek) Customer service People who are less on FB
  14. 22. MOMENTS OF TRUTH
  15. 23. What I’m Using to Promote It
  16. 25. Examples
  17. 27. Examples
  18. 28. Examples
  19. 29. Pray For ‘Social Currency’
  20. 30. Examples
  21. 31. What I’m Doing With It
  22. 32. Examples
  23. 33. Examples
  24. 34. Mingle
  25. 35. How my passion designs my business
  26. 36. How my passion designs my business
  27. 37. How my passion designs my business
  28. 38. How my passion designs my business
  29. 39. How my passion designs my business
  30. 45. Monitoring <ul><li>Google Search + Alerts </li></ul><ul><li>Google Blogsearch </li></ul><ul><li>Facebook Search </li></ul><ul><li>YouTube embeds </li></ul><ul><li>Tweetdeck (Live) </li></ul><ul><ul><li>Personal streams (2) </li></ul></ul><ul><ul><li>@Mentions & replies </li></ul></ul><ul><ul><li>Live search (other than mentions) </li></ul></ul><ul><ul><ul><li>Choqoa </li></ul></ul></ul><ul><ul><ul><li>Choqua </li></ul></ul></ul><ul><ul><ul><li>“ chocolade” </li></ul></ul></ul><ul><ul><ul><li>Important brands </li></ul></ul></ul>
  31. 46. LEARNINGS
  32. 47. What I’m Using to Promote It
  33. 49. A Ripple Effect
  34. 50. The Good: it works! <ul><li>Direct contact with audience </li></ul><ul><li>Responsive contact (‘conversation’) </li></ul><ul><li>Deeper relations - though mostly swift </li></ul><ul><li>‘ I found you through a friend’ </li></ul><ul><li>Organic & spontaneous growth </li></ul><ul><li>Recommendations </li></ul><ul><li>Very few dropouts </li></ul>
  35. 51. The Bad: it’s not free! <ul><li>Time consuming </li></ul><ul><li>But rewarding </li></ul><ul><li>Detect the limits of your (personal) network </li></ul><ul><li>Find & Adapt “tone of voice” </li></ul><ul><li>Try to fail! </li></ul><ul><li>Email marketing to drive Fans </li></ul>
  36. 52. The Ugly: no control? <ul><li>Network frequency & visibility </li></ul><ul><ul><li>How many times do they visit facebook </li></ul></ul><ul><ul><li>How swift do they check on Twitter </li></ul></ul><ul><ul><li>How often do they look at their notifications </li></ul></ul><ul><li>Notification settings (email) </li></ul><ul><li>Appearance in News Stream </li></ul><ul><li>Experimenting with blending channels </li></ul><ul><li>Create space to gain insights </li></ul>
  37. 53. Lose Control vs. Loose control
  38. 54. The Golden Circle what how why
  39. 55. <ul><li>www.Choqoa.com </li></ul><ul><li>Twitter.com/Choqoa </li></ul><ul><li>FaceBook.com/Choqoa </li></ul>Evert-Jan De Kort [email_address] http://www.linkedin.com/in/ejdekort

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