4. PAID Media
Använda betalda reklamkanaler för att leverera ett
varumärkes budskap och/eller driva tra
fi
k till ägd
eller kontrollerad mediekanal.
Skapa medvetenhet och driva tra
fi
k för att få fart på
ägda, intjänade och delade insatser
Engagerande annonser, display, annonser, e-post, TV,
print, radio, OOH (Out of Home) , Upplevelse,
Betalda In
fl
uencers, Outreach
SYFTE
TAKTIK
DEFINITION
5. OWNED Media
Media, innehåll, tillgångar och mötesplatser
helt eller delvis ägs eller kontrolleras av
varumärket
Plattform för att hysa robust varumärke innehåll
och skapa långsiktiga relationer med kunder
Pre be
fi
ntliga sociala egenskaper, sociala länkar på
webbsidor, epost-databas
SYFTE
TAKTIK
DEFINITION
8. Unik varumärkes närvaro på etablerade
kanaler, som vunnits genom redaktionellt
in
fl
ytande annat än reklam.
Utöka räckvidden och trovärdigheten i
varumärkets budskap i betrodda kanaler
Word of mouth, påverkare, uppsökande, bloggar,
sociala engagemang
SYFTE
TAKTIK
DEFINITION
EARNED Media
10. 2007 2013 2015
Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries
such as word-of-mouth and
recommendations from friends and family
paid television, magazine and newspaper ads,
Online consumer reviews are the third
most trusted form of advertising
Trust in Advertising
in the form of content and messaging
on brand websites.
http://nielsen.com/us/en/press-room/2013/nielsen--earned-advertising-remains-most-credible-among-consumer.html
https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-trust-in-advertising-report-sept-2015-1.pdf
14. ■ B2B, LinkedIn för ditt företag. HR frågor
■ B2C, Viktigt att få till en ”dialog” med kunden så att Edgeranken är hög
SES, Earned media.
■ C2B,Supportfrågor, Vilka kanaler, Processer, krishantering, Proaktivt vs
Reaktivt
■ C2C, Kunderna måste ha möjligheten & orsaken till att prata med varandra
■ C2P, Det som dina fans och Brand Advocates delar och gillar på facebook
är Earned Media
Relationer
15. Relationer
B2B X X X
B2C X X X X X X
C2B X X X
C2C X X X X
C2P X X X X X
17. Vilka är fans…
9
•POE fans
•Social in
fl
uencers
•Brand Advoctes
•Klout, LinkedIn, Twitter
18. ■ Köpta fans av andra
■ "Tvinga" dem genom tävlingar
■ Gulliga kattor och ungar....
■ Social In
fl
uensers
PAID
■ Dina egna anställda
■ Social media policy
■ Fysiska vänner
OWNED
■ Brand Advocates
■ De som delar, gillar och kommenterar
■ Tar er i försvar
EARNED
POE Fans
20. Social In
fl
uencer vs Brand Advocates
Social In
fl
uencer Brand Advocates
Consumer Trust 18 % 92 %
Typisk Pro
fi
l Bloggare, Kändis Mycket nöjd kund
De
fi
enerad av Storleken på sin publik
Hur sannolikt att de
rekommenderar ditt
varumärke
Motivation Få sin publik att växa Hjälpa vänner
Advocasy & Lojalitet Kortvarig Långvarig
Genuin Passion Kanske Ja
http://www.convinceandconvert.com/social-media-infographics/social-media-in
fl
uencers-versus-brand-advocates-infographic/
24. ATTRACT CONVERT CLOSE DELIGHT
Stranger Visitors Leads Customers Promotors
Inbound Methodology
Blog
Keywords
Social publishing
Forms
Call to Actions
Landing Pages
CRM
Email
Work
fl
ows
Surveys
Smart Content
Social Monitoring
25. ATTRACT CONVERT CLOSE DELIGHT
Stranger Visitors Leads Customers Promotors
Blog
Keywords
Social publishing
Forms
Call to Actions
Landing Pages
CRM
Email
Work
fl
ows
Surveys
Smart Content
Social Monitoring
Inbound Methodology
26. ATTRACT CONVERT CLOSE DELIGHT
Stranger Visitors Leads Customers Promotors
Blog
Keywords
Social publishing
Forms
Call to Actions
Landing Pages
CRM
Email
Work
fl
ows
Surveys
Smart Content
Social Monitoring
Inbound Methodology
27. ATTRACT CONVERT CLOSE DELIGHT
Stranger Visitors Leads Customers
Blog
Keywords
Social publishing
Forms
Call to Actions
Landing Pages
CRM
Email
Work
fl
ows
Surveys
Smart Content
Social Monitoring
Promotors
Inbound Methodology
28. ATTRACT CONVERT CLOSE DELIGHT
Stranger Visitors Leads Customers Promotors
Blog
Keywords
Social publishing
Forms
Call to Actions
Landing Pages
CRM
Email
Work
fl
ows
Surveys
Smart Content
Social Monitoring
Inbound Methodology
31. 60 år, man, tjänar över 1 miljon pund / månad.
Bor i slott i England
Demogra
fi
…
Plan
Idag får man veta kön och ålder på ca.10% av ens
besökare på Google analytics
38. Se till att innehållet stämmer in kundernas pro
fi
l och i vilket stadie de är i
kundresan.
Less is more: Gör det lätt för besökaren att konsumera innehållet
Håll innehållet utbildande och inte för marknadsföringsmässigt.
Det är först i beslutsläget som produkten skall nämnas
Fokusera på det informativa innehållet först och först sedan på design.
Skapa ”great content”
Create
39. THE SEVEN CUSTOMER DELIGHT GUIDELINES
1 Delighting team members
2 Educating team members
3 Empowering team members
4 Listening
5 Asking
6 Serving
7 Following up
Create
40. Distrubute
Url * Landing page
Campaign Source * (referrer: google, citysearch, newsletter4)
Campaign Medium * (marketing medium: cpc, banner, email)
Campaign Term (identify the paid keywords)
Campaign Content (use to differentiate ads)
Campaign Name * (product, promo code, or slogan)
Här kan du skapa taggar!
Distribuera
44. Usage of ad blocking
software in Europe
• Ad block usage in Europe grew by 35%
during the past year, increasing to 77 million
monthly active users in Q2 2015.
• Ad block usage in the UK increased by 82%
during the past year, reaching 12 million average monthly
active users in Q2 2015.
• Ad block usage in Germany increased by 17% during
the past year, reaching 18 million average monthly
active users in Q2 2015.
• Greece has the highest rate of ad block usage in
Europe.
Distrubute
46. Click through
Landing pagE
Click through
O4
O5
O6
Suspect
Target group
Search result
Suspect
Target group
Banner Viewer
Paid Media SEM
Earned Media SEO
O1
O2
O3
Banners
Click through
Landing page
Click through
B4
B5
B6
Paid Media
Suspect
Target group
Banner Viewer
B1
B2
B3
ORGANIC
Redirect
Landing page
Click through
D4
D5
D6
Suspect
Target group
WOF/PR/11Exp
Earned Media
D1
D2
D3
Direct
Click through
Landing page
Click through
A4
A5
A6
Paid Media
Suspect
Target group
Banner Viewer
A1
A2
A3
Affiliate
Suspect
Target group
Banner Viewer
SoMe Viewer in our channels
SoMe User/fan
CLICK THROUGH
Paid Media Owned Channels
S1
S2
S3
S4
S5
S6
Earned Media
Suspect
Target group
Friends feed
Suspect
Target group
Friends feed
Sociala Medier
Prospect
WEBSIDAN/BUTIKEN
P1
P2
Lead
P3
MQL
P4
SQL
P5
Opportunity
p6
Customer
Analyse
52. SOCIAL MEDIA
Suspect
Target group
Banner Viewer
SoMe Viewer in our channels
SoMe User/fan
FACEBOOK/TWITTER/YOUTUBE/INSTAGRAM/FLICKR
CLICK THROUGH
Paid Media Owned Channels
S1
S2
S3
S4
S5
S6
Earned Media
Suspect
Target group
Friends feed
Suspect
Target group
Friends feed
Analyse
54. 1 Number of visits
2 Leads generated
3 Social proof, share-ability
4 Inbound links
5 Content performance by author
6 Content performance by topic
7 Content performance by format
Metrics, (PI) perfermence index
Analysera
Analyse
55. Image by Pixabay
Analysförutsättningar
• Så ren och trovärdig data som möjligt [datakvalite]
• Rätt mätpunkter (så långt ner i kundresan som möjligt) KPI
Analyse
56. Data Quality
1. Risky business - ”shit in, shit hit the fan”
2. Cross device
3. Facebook segment Spain
4. Bank a really good medium ….
Machine learning web traffic
Image by AaronJOhlsen Pixabay
57. Page Speed
1. Efter 3 sekunder, avbryter 50% sin resa - Google
2. I spanien hade vi bara 10% som kom fram till
webbsidan efter att ha klickat på annonsen.
Image by Pixabay
60. Technical SEO
1. If the page is loading slowly then google ranks will
drop
2. You can help search engines access, crawl,
interpret and index your website without any
problems if your website is technical correct done.
3. If you build the page ”search” logical it likely will
be user friendly also.
Image by Pixabay
61. “Knowledge is knowing that a tomato is a fruit.
Wisdom is knowing not to put it in a fruit salad”
- Miles Kington
Knowledge vs Wisdom
Image by Pixabay
62. “It ain’t what you don’t know That gets you
into trouble. It’s what you know for sure that
just ain’t so.”
- Mark Twain
Knowledge vs Wisdom
76. A PROFESSOR EXPLAINED MARKETING TO MBA STUDENTS
1. You see a gorgeus girl in party, you go to her & say I am
rich, marry me. “That’s direct marketing”
2. You attend a party & your friend goes to a girl & points
at You & telling her, He is very rich, marry him.
"That's Advertising.”
3. Girl walks to you and says, you are rich, can you marry me?
“That’s Brand recognisition”
4. You say I’m very rich marry me & she slaps you.
“That’s Customer Feedback”
5. You say I’m very rich marry me & she introduces you to her
husband. “That’s Demand & Supply Gap”
6. Before you say I’m rich marry me, your wife arrives.
“That’s Restriction from Entering New Markets”
78. Engage
Give your fans the gift of you. Engage with them. Listen to what they are telling
you. Be part of the conversation about your brand. Be a presence in your fans’
lives
Equip
Give them reasons to talk. It can be amazing products, great service, insider
knowledge, social elevation, incredible stories, unbelievable facts or even funny
disclosures
Empower
Give consumers different ways to talk and share. Let them know that they are
important to you and that sharing their opinions is important to you. Help them
find ways to share within their circles and find ways to help move their
conversations around.
80. Club paf
Startade 2002
- paf’s personal är alltid med på resorna
- vilken paf kund som helst kan vinna en
resa
- Alltid en vinnare + vän
Mats Adamczak
före! under! efter!
81. C2P
ConsumersTo Prospects
“Word To Mouth”
B2C
Business To Consumers
“Marknadsföring”
Paid
C2B
Consumers To Business
“Dialog och Support”
Owned
C2C
Consumers To Consumers
“Möjlighet och Orsak”
Earned
Mats Adamczak
Relationer
92. GIT
GENERAL INTERNET TOURISTS
• Majority of the travelling population
• low/lower-middle socioeconomic groups
• More price sensitive
• Limited experience on travelling
• Do not pursue special interest during holidays
• Visit popular destinations
• Demand for high quality accommodation
93. MIT
Mixed Interest tourist (MIT)
• Some experience, do not enjoy general interest tourism
• Are willing to make changes in holiday choices
• Desire to be more adventurous
• Are still attracted to popular tourism destinations
• May have special interests, but are not eager to pursue these during holidays
• Are still influenced by the quality of accommodation
94. SIT
Special Interest Tourist (SIT)
• Minority of the travelling population
• Middle/upper-middle socioeconomic groups
• Less price sensitive
• Experienced travelers
• High expectations towards the pursued interests
• Adventurous, do not follow the popular forms of tourism
• Can consider SIT holidays as an extension to the activities participated on a regular basis
• View alternative destinations as contexts for the pursuit of their special interest
• Less influenced by the quality of accommodation
95. SIT
GIT
GENERAL INTERNET TOURISTS
MIT
MIXED INTERNET TOURISTS
SPECIAL INTERNET TOURISTS
”Where do I want to go?”
”Where do I want to go and which
type of activities can I participate there ?”
”What activity I want to pursue and
which destination facilitates it ?”
Display
Outbound marketing
Target segments
Inbound marketing
Word Of Mouth Investment
Platsen
Platsen
Platsen
Priskänslig
Priskänslig
Priskänslig
Socialekonomisk
grupp
Socialekonomisk
grupp
Socialekonomisk
grupp
Specialaktiviteter
Specialaktiviteter
Specialaktiviteter
Resvana
Resvana
Resvana
Andel
av
resenärerna
Andel
av
resenärerna
Andel
av
resenärerna
Krav
på
boende
Krav
på
boende
Krav
på
boende
Förlängd
helgresa
Förlängd
helgresa
Förlängd
helgresa
Kostnad
Kostnad
Kostnad
96. Search volume GIT
0
10 000
20 000
30 000
40 000
50 000
60 000
70 000
Jan
2019
Feb
2019
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
Nov
2019
Dec
2019
Jan
2020
Feb
2020
Mar
2020
Apr
2020
May
2020
Jun
2020
Jul
2020
Aug
2020
Sep
2020
Oct
2020
Nov
2020
Dec
2020
Jan
2021
Feb
2021
Mar
2021
Apr
2021
May
2021
Jun
2021
Jul
2021
Aug
2021
Sep
2021
Oct
2021
Nov
2021
Dec
2021
Jan
2022
Feb
2022
Mar
2022
Apr
2022
May
2022
Jun
202
Jul
2022
Åland Ahvenanmaa
97. How to create the ultimate disc golf destination in the world
- MatsAdamczak 2.10.2021
Data driven marketing
101. Word of Mouth
•Story building instead of story telling
•Sell to people who wants your product
•Gigantic disc golf park
•Should help the local tourist companies
102. Supplier to the project
”At
fi
rst when I was asked if we could make 16
courses, I needed to double check we’re talking
courses and not holes. No one ever had asked such
a thing”
- CEO Juho Rantalaiho
103. Press conference
12.5.2020
Prime Minister
Veronica Törnroos
Consul General
Claes Hammar
Chairman FPÅ
Mats Adamczak
Minister of Trade and Industry
Fredrik Karlström
Speaker of Parliament
Roger Nordlund
104.
105.
106. Building the courses
•3-5 months to build one course
•10 courses built in 2.5 months
•2 500 hours in 2 months
107. Survey 2020
How many courses ? How many people ? How many days ?
17 %
70 %
13 %
1-2 3-5 6+
3 %
25 %
56 %
16 %
1-2 3-6 1 week+ ?
52 %
25 %
23 %
1-4 5-9 10+
49 %
36 %
14 %
8 %
78 %
14 %
5 %
22 %
56 %
17 %
108. 25 July 2020
•11 courses opened in 7 hours
•The helicopter
•Most courses per capita in the World
•Most courses per land area
110. 130 000 rounds played
6 million throws made
45 766 hours were spend on the courses
11% Åland people plays once/week - [May 2021]
38% 2-3 days a week, 33% 4+ days a week [Sep 2021]
July 2020-August 2021
111. "The ultimate Disc Golf Destination in the World”
26% av ålänningarna hade spelat discgolf 2020 [ÅSUB]
28% av Finländarna känner till Discgolf satsningen [NORSTAT 2021]
Åland Disc Golf Island
112. Aftonbladet
2 * USA
2+ Sverige
Åland Disc Golf Island
Nästmest lästa
artikeln 2020
UDisc
Mest banor i världen
- per capita
- per landsareal
113. Finlands äldsta bana
Europas 4:e äldsta
Europas 6:e populäraste
Åland Disc Golf Island
4 slutarbeten
1 doktorsavhandling
Årets idrottsbragd 2020
i Finland
114. 0
500
1 000
1 500
2 000
2 500
3 000
Jan
2019
Feb
2019
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
Nov
2019
Dec
2019
Jan
2020
Feb
2020
Mar
2020
Apr
2020
May
2020
Jun
2020
Jul
2020
Aug
2020
Sep
2020
Oct
2020
Nov
2020
Dec
2020
Jan
2021
Feb
2021
Mar
2021
Apr
2021
May
2021
Jun
2021
Jul
2021
Aug
2021
Sep
2021
Oct
2021
Nov
2021
Dec
2021
Jan
2022
Feb
2022
Mar
2022
Apr
2022
May
2022
Jun
202
Jul
2022
Ahvenanmaa & Vaellusreitit Ahvenanmaa & Frisbeegolf Ahvenanmaa & Pyöräillen Ahvenamaa & golf
Search volume in Finland
115. 0
5 000
10 000
15 000
20 000
0
750
1 500
2 250
3 000
Jul
2020
Aug
2020
Sep
2020
Oct
2020
Nov
2020
Dec
2020
Jan
2021
Feb
2021
Mar
2021
Apr
2021
May
2021
Jun
2021
Jul
2021
Aug
2021
Search volym Åland discgolf Played rounds at Åland
14 839
18 727
17 225
13 553
8 575
5 136
1 621
2 722
2 338
2 977
5 774
8 636
13 530
13 520
660
2 110
1 600
1 270
600
350
110
190
120
200
170
330
500
1 270
660
2 110
1 600
1 270
600
350
110
190
120
200
170
330
500
1 270
Played rounds at Åland
*)
*) Not a completed month
Source: Google Key Word, Discgolf counters
130 000 played rounds the first 14 months
11 500 searched Åland+discgolf since may 2020
124. Augmented Reality
Augmented reality (AR) adds digital elements to a live view often by using the
camera on a smartphone. Examples of augmented reality experiences include
Snapchat lenses and the game Pokemon Go.
125. Virtual Reality
Virtual reality (VR) implies a complete immersion experience that shuts out the
physical world. Using VR devices such as HTC Vive, Oculus Rift or Google
Cardboard, users can be transported into a number of real-world and imagined
environments such as the middle of a squawking penguin colony or even the back
of a dragon.
158. Antalet transistorer som får rum på en 2,5 cm2 stor yta,
fördubblas var 24 månad.
Moore's Law
Om 600 år tar denna utveckling slut, för då är man nere på
en atoms storlek.
1
10 000
100 000 000
1 000 000 000 000
1971 1995 2015 2035
15 360 000 000 000
15 000 000 000
9 500 000
4 004
162. Tre tekniska pelare
Interne
t
Sociala
medier
Smart
phones
Digital
kompetens
Innovatio
n
Framtidens yrken
Enligt futuristen Thomas Frey kommer så många som sex av tio
jobb inom ett decennium vara yrken som inte har blivit uppfunna än.
1. Augmented Reality Architects
2. Alternative Currency Bankers
3. Seed Capitalists
4. Global System Architects
5. Locationists
6. Waste Data Managers
7. Urban Agriculturalists
8. Business Colony Managers
9. Competition Producers
10. Avatar Designers
Thomas Frey Länk
163. 1
2
Eindhoven Holland
2 San Diego USA
3 San Fransisco USA
4 Malmö Sweden
5 Grenoble France
6 Stuttgart Germany
7 Boston USA
8 Stockholm Sweden
9 Minneapolis USA
10 Munich Germany
11 Mannheim Germany
12 Göteborg Sweden
13 Seattle USA
14 Copenhagen Denmark
15 Raleigh USA
World's Most Inventive Cities
Att Malmö hamnar så långt upp på
listan tror man, enligt Forbes,
beror på att det är en
mångkulturell stad där nära
hälften av befolkningen är under
35 år.
164. Some quotes ...
”Tempora mutantur et nos in illis”
"Tiderna förändras, och vi med dem"
“It is not the strongest of the species that
survives, nor the most intelligent that survives. It
is the one that is the most adaptable to change.”
- Charles Darwin [1809-1882]