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Alder mx29 2011_11_30_4

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Alder mx29 2011_11_30_4

  1. 1. Crossmedia –mediale Interaktion mit demMesse-Besucher Siegfried Alder Market Business Developer PPS Canon (Schweiz) AG
  2. 2. Resultate 38.6% ResponseCrossmedia @CCH / Sigi Alder
  3. 3. Agenda  Kommunikation 2011  Aussergewöhnliche Ergebnisse  Crossmedia Konzepte  Erfahrungen und ErkenntnisseCrossmedia @ CCH / Sigi Alder 3
  4. 4. MX_29 / Siegfried Alder 4
  5. 5. Alles geht ins Internet Einkaufen bei www.amazon.deMX_29 / Siegfried Alder 5
  6. 6. Alles geht ins Internet Informations-BeschaffungMX_29 / Siegfried Alder 6
  7. 7. Welches lieben Sie mehr ?MX_29 / Siegfried Alder 7
  8. 8. Internet animiertMX_29 / Siegfried Alder 8
  9. 9. Internet animiertMX_29 / Siegfried Alder 9
  10. 10. VerzeichnisseMX_29 / Siegfried Alder 10
  11. 11. Wo finde ich …  … ein Hotel in ParisMX_29 / Siegfried Alder 11
  12. 12. MX_29 / Siegfried Alder 12
  13. 13. MX_29 / Siegfried Alder 13
  14. 14. 50% höhere Response-Rate mit bildpersonalisierten WerbedokumentenPersonalisierter Digitaldruck-Flyer Personalisierte Web-Seite im gleichen «Look & Feel» wie Flyer MX_29 / Siegfried Alder 14
  15. 15. CRM IntegrationCMYK RGBWorkflow Print Media Modus Web Media (Streaming) Crossmedia CRM: Data-Base CRM Record Update MX_29 / Siegfried Alder Site-Visitor 15
  16. 16. Print 2 WebMX_29 / Siegfried Alder 16
  17. 17. Vom Print ins Web Bild- und Text- Production „Flyer- und Broschüren“ Personalisierung Printing Produktion Print 2 WebMX_29 / Siegfried Alder 17
  18. 18. Crossmedia Kommunikation (in der Folge CM genannt) DEFINITION:  Der Begriff Crossmedia bezeichnet die Kommunikation über mehrere inhaltlich, gestalterisch und redaktionell verknüpfte Kanäle, die den Nutzer zielgerichtet über die verschiedenen Medien führt und auf einen Rückkanal verweist. Quelle: WikipediaMX_29 / Siegfried Alder 18
  19. 19. Agenda  Kommunikation 2011  Aussergewöhnliche Ergebnisse  Crossmedia Konzepte  Erfahrungen und ErkenntnisseCrossmedia @ CCH / Sigi  Alder 19
  20. 20. Resultate – Hunkeler Kampagne  Weihnachtskarten 5’000  Visits auf PURL 5’384  Unique Visitors 1’159 23.2%  Anmeldungen 447 8.9% 38.6% Response 38.6% der Unique Visitors haben sich angemeldetCrossmedia @CCH / Sigi Alder
  21. 21. Resultate – «Business Days by Canon & Océ»  Versandte Mailings 10‘500  Besuche auf PURL (Hits) 12’045  Unique Visitors 1874 17.8%  Anmeldungen 618 5.9%  33% der Unique Visitors haben sich angemeldetMX_29 / Siegfried Alder 21
  22. 22. Agenda  Kommunikation 2011  Aussergewöhnliche Ergebnisse  Crossmedia Konzepte  Erfahrungen und ErkenntnisseCrossmedia @ CCH / Sigi  Alder 22
  23. 23. MX_29 / Siegfried Alder 23
  24. 24. Start mit Save-The-DateMX_29 / Siegfried Alder 24
  25. 25. Print-2-Web EinladungMX_29 / Siegfried Alder 25
  26. 26. PURLMX_29 / Siegfried Alder 26
  27. 27. Bestätigung per E-MailMX_29 / Siegfried Alder 27
  28. 28. PURL im neuen DesignMX_29 / Siegfried Alder 28
  29. 29. PURL mit Web-TV
  30. 30. Follow UpMX_29 / Siegfried Alder 30
  31. 31. Komplementär Skyscraper auf BranchenportalMX_29 / Siegfried Alder 31
  32. 32. Videos auf Aussteller-Homepage
  33. 33. Messbare Resultate Auf Canon Seite: 2’762 Video Views Analyse ermöglicht Korrekturmassnahmen
  34. 34. Messbare Resultate  Auf Hunkeler Seite: 6’726 Video Views Analyse ermöglicht KorrekturmassnahmenMX_29 / Siegfried Alder 34
  35. 35. Besuche auf PURLwährend der Kampagne FollowUP Combox e-Mail SMS
  36. 36. Erfolgsformel für jede Unternehmung • Differenzierung am Markt • Akquisition neuer klassisches Kunden „Web 2.0“ Marketing Marketing ? • Halten bestehender KundenMX_29 / Siegfried Alder 36
  37. 37. Resultate – «Business Days by Canon & Océ»  Versandte Mailings 10‘500  Besuche auf PURL (Hits) 12’045  Unique Visitors 1874 17.8%  Anmeldungen 618 5.9%  33% der Unique Visitors haben sich angemeldetMX_29 / Siegfried Alder 37
  38. 38. Save-The-DateMX_29 / Siegfried Alder 38
  39. 39. Gedruckte EinladungMX_29 / Siegfried Alder 39
  40. 40. Zugriff Mobil vs. Desktop 10% Mobil 20% Mobil Gesamte Dauer Erste 10 TageMX_29 / Siegfried Alder 40
  41. 41. Follow Up MailingsMX_29 / Siegfried Alder 41
  42. 42. Bestätigungen per E-Mail Nur als Text-MailsMX_29 / Siegfried Alder 42
  43. 43. Follow Up MailingMX_29 / Siegfried Alder 43
  44. 44. PURLMX_29 / Siegfried Alder 44
  45. 45. PURL (nach erstem Event)MX_29 / Siegfried Alder 45
  46. 46. PURL Besuch (Total)MX_29 / Siegfried Alder 46
  47. 47. Präsenz auf Social MediaMX_29 / Siegfried Alder 47
  48. 48. Herkunft der Besucher (ohne persönlich Eingeladene; ca. 5’000) Facebook Von Newsportal neutral TwitterMX_29 / Siegfried Alder 48
  49. 49. Demografie von TwitterMX_29 / Siegfried Alder 49
  50. 50. Twittern mit #bdco11 Live FeedbackMX_29 / Siegfried Alder 50
  51. 51. Shitstormhttp://www.youtube.com/watch?v=aqIQ-fRN4Ho
  52. 52. Agenda  Kommunikation 2011  Aussergewöhnliche Ergebnisse  Crossmedia Konzepte  Erfahrungen und ErkenntnisseCrossmedia @ CCH / Sigi Alder
  53. 53. Interessen der Besucher 200 150 100 50 0 EBBP Web2Print VDP Workflow Web-TV Products CrossmediaMX_29 / Siegfried Alder 53
  54. 54. Harte Arbeit
  55. 55. Wenn Du ein Schiff bauen willst, danntrommle nicht Männer zusammen, umHolz zu beschaffen, Aufgaben zu vergebenund die Arbeit einzuteilen, sondern lehresie die Sehnsucht nach dem weiten,endlosen Meer.Antoine de Saint-Exupéry
  56. 56. Erfahrungen und Erkenntnisse Keine Dienstleister die Crossmedia Dienstleistungen anbieten Konzept und Projektmanagement selber machen Teilprojekt mit externen Dienstleistern Aufwand nicht unterschätzen Erfahrungen sammeln Fehler machen dürfen Mutig sein Junge Leute involvieren
  57. 57. Canon Crossmedia Imaging Solutions Publish Modify, Design and Produce Ca Share ptu and POS re Videos ArchiveMX_29 / Siegfried Alder
  58. 58.  E-Mail siegfried.alder@canon.ch Twitter www.twitter.com/@11Hyde Linkedin www.linkedin.com/pub/siegfried-alder/25/128/466 Xing www.xing.com/profile/Siegfried_Alder

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