Presentation for cultural representatives. How to use the internet wisely and how to start with it?

1. Online marketing
We want to be online. So now what?
by Judith Straetemans

2. Hello!
I’m Judith

3. Hello! I just happen
I’m Judith to be
somebody
that loves
snow...
I’m not on
drugs.

4. I also love
my job as
online marketer
@ Vooruit

5. I also love
my job as
online marketer
( I’m still working
on being as cool
as my colleagues)
@ Vooruit

6. My dream is to
find the
internet
unicorn.
That means:
advising
brands/people
how to use
internet.

7. That’s why I
started
mossel noch vis.
Http://mosselnochvis.be

8. To the real stuff!
We want to be online. So now what?

9. Content of this presentation?
You lost the power
It’s not about you anymore
Measuring is frustrating
The number of Facebook
fans doesn’t mean anything

10. Outcome?
And still it’s going to be
a huge success!

11. Let’s kick it off!
We want to be online. So now what?

12. Why do you need to be online?
The overall principle.

13. New technology made marketers lose control.

14. People connect and talk.

16. Knowledge is power

17. Knowledge
is power
is not control

18. People want to connect with brands too
+ 50% is connected with brands on social networks
insites

19. What do you need to be online?

20. You have to
have something to
offer.

21. that makes lives
better.
Something that makes life....

22. More entertaining...

23. Or cheaper

24. Or easier

25. Or relevant

26. O
I forgot something to mention

27. If you offer something online
It’s not about you.

28. Advertising on the web is
less about hitting someone
with a message, but all
about engagement!

29. Practical what does that mean?

30. This is cool!

31. But it’s more than that.

32. Advertising on the web is
less about hitting someone
with a message, but all
about engagement!

33. What benefit do we offer
people engaging with us
online?

34. That
actually
What benefit do we offer
means people engaging with us
online?
something
for them!

36. You have a great deal to offer

37. Fun
Night out
Meeting
relaxing

38. Let’s get to part 11
How to measure success.

39. TAKE AWAY QUOTE:
You can’t manage what you don’t measure

40. Beware! Measuring is frustrating

41. Analytics are ‘medium’based

42. Solution: think before you act

43. Step 1:
Know why
you use
the interwebs

44. Why
is so much cooler than what
is cooler than how
is cooler than when
is cooler than where
is cooler than who

45. Let’s do a post-it war!
It’s so 2011.

46. WRONG.

47. Why (we need to hire)
is so much cooler than what (by raising awareness)
is cooler than how (via a post-it war)
is cooler than when (right now)
is cooler than where (on our window)
is cooler than who (with the team)

48. Why do we use online marketing?
Sales
Product development / innovation
Branding
HR
...

49. Step 2:
How are you going
to achieve those
goals?

50. How are we going to online marketing?
Sales -> service, awareness, advocacy, promotions...
Product development / innovation -> cocreation, crowdsourcing
Branding -> conversation
HR
...

51. Step 3:
Set goals &
matching kpi’s

52. Return on investment
evolves to
return on involvement

53. How to measure exactly?
1. Alerts (register and response rates / by channel / CTR / post click activity)
2. Bookmarks (onsite, offsite)
3. Comments
4. Downloads
5. Email subscriptions
6. Fans (become a fan of something / someone)
7. Favourites (add an item to favourites)
8. Feedback (via the site)
9. Followers (follow something / someone)
10. Forward to a friend
11. Groups (create / join / total number of groups / group activity)
12. Install widget (on a blog page, Facebook, etc)
13. Invite / Refer (a friend)
14. Key page activity (post-activity)
15. Love / Like this (a simpler form of rating something)
16. Messaging (onsite)
17. Personalisation (pages, display, theme)
18. Posts
19. Profile (e.g. update avatar, bio, links, email, customisation, etc)
20. Print page
21. Ratings
22. Registered users (new / total / active / dormant / churn)
23. Report spam / abuse
24. Reviews
25. Settings
26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
27. Tagging (user-generated metadata)
28. Testimonials
29. Time spent on key pages
30. Time spent on site (by source / by entry page)
31. Total contributors (and % active contributors)
32. Uploads (add an item, e.g. articles, links, images, videos)
33. Views (videos, ads, rich images)
34. Widgets (number of new widgets users / embedded widgets)
35. Wishlists (save an item to wishlist)

54. If you know this
You can easily look for tools to measure
1. Alerts (register and response rates / by channel / CTR / post click activity)
2. Bookmarks (onsite, offsite)
3. Comments
4. Downloads
5. Email subscriptions
6. Fans (become a fan of something / someone)
7. Favourites (add an item to favourites)
8. Feedback (via the site)
9. Followers (follow something / someone)
10. Forward to a friend
11. Groups (create / join / total number of groups / group activity)
12. Install widget (on a blog page, Facebook, etc)
13. Invite / Refer (a friend)
14. Key page activity (post-activity)
15. Love / Like this (a simpler form of rating something)
16. Messaging (onsite)
17. Personalisation (pages, display, theme)
18. Posts
19. Profile (e.g. update avatar, bio, links, email, customisation, etc)
20. Print page
21. Ratings
22. Registered users (new / total / active / dormant / churn)
23. Report spam / abuse
24. Reviews
25. Settings
26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)
27. Tagging (user-generated metadata)
28. Testimonials
29. Time spent on key pages
30. Time spent on site (by source / by entry page)
31. Total contributors (and % active contributors)
32. Uploads (add an item, e.g. articles, links, images, videos)
33. Views (videos, ads, rich images)
34. Widgets (number of new widgets users / embedded widgets)
35. Wishlists (save an item to wishlist)

56. Part 111: In practice

57. Beware of the old guy

58. Get organised!

59. Trial & error

60. Keep on conversating

61. Thank You!
Feedback?
judith@mosselnochvis.be
@judithstr