Ppw unique

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Ppw unique

  1. 1. Web Tools 2.0
  2. 2. What’s inbound marketing? • IM is a way to promote companies through blogs, videos, newsletters, SEO, social media marketing and other forms of content marketing wich serve to bring customers in CLOSER to te brand. WEB TOOLS 2.0
  3. 3. Inbound Mkt vs Outbound Mkt • IM EARNS the attention of customers and directs consumers to the website by producing interesting content online. WEB TOOLS 2.0
  4. 4. Steps (1/3): Generate/attract traffic • Creating a online community by sharing social objects that can induce responses from people. • The main tool used to generate traffic is social media WEB TOOLS 2.0
  5. 5. Steps (2/3): Transform into prospect/ convert visitors to leads • Creating links between social platforms and internet sites, newsletters, emailing, real or virtual store, blogs. WEB TOOLS 2.0
  6. 6. Steps (3/3): Convert prospects into clients/ Convert leads to sales • Analyse • Customize WEB TOOLS 2.0
  7. 7. Web Tools 2.0 What SM has changed?
  8. 8. Summary • What Social media has changed ?: – for consumers – for companies – new jobs • How SM is organized in companies? WEB TOOLS 2.0
  9. 9. Changes for consumers COMMUNICATION’S BEGINNING WEB TOOLS 2.0
  10. 10. Changes for consumers COMMUNICATION: EVOLUTION 2.0 WEB TOOLS 2.0
  11. 11. Changes for consumers FINAL EVOLUTION - 3D WEB TOOLS 2.0
  12. 12. Changes for consumers INFLUENCER = ANYONE WEB TOOLS 2.0
  13. 13. Changes for consumers MORE CHANNELS, MORE INFORMATION WEB TOOLS 2.0
  14. 14. Changes for consumers PRIVACY WEB TOOLS 2.0
  15. 15. OUTILS DU WEB 2.0
  16. 16. Changes for companies HUMAN More proximity between companies and consumers Exchange WEB TOOLS 2.0 Voice of the consumer Spread
  17. 17. Changes for companies SPEED • of delivery for messages • of spread a lot of people • of answers Need to permanent monitoring WEB TOOLS 2.0
  18. 18. Changes for companies MATCH EXPECTATIONS Keep promises of the brand, otherwise rebels consumers sharing of bad experience sometimes crisis WEB TOOLS 2.0 ORGANIZATION Impact of social media in department new skills new jobs
  19. 19. New jobs WEB TOOLS 2.0
  20. 20. New jobs WEB TOOLS 2.0
  21. 21. How SM is organized in companies? WEB TOOLS 2.0
  22. 22. How SM is organized in companies? Using Social Media to 360° Creating LINKS with  Website  Newsletters  Emailing  Virtual Store  Blog WEB TOOLS 2.0
  23. 23. How SM is organized in companies? Creating a community  Better with a minimum profile in SM circles  After that, produce and promote great contents to the communities WEB TOOLS 2.0
  24. 24. Web Tools 2.0 Different media
  25. 25. Most popular 1. Full listing
  26. 26. 1. Full listing Most popular
  27. 27. Pictures sharing 1. Full listing
  28. 28. Location based 1. Full listing
  29. 29. Next generation ? 1. Full listing
  30. 30. 1. Full listing Next generation ?
  31. 31. 2. Focus
  32. 32. 2. Focus 0 1 2 3 4 5 6 7 2009 2010 2011 2012 2013 2014 Numberofaccountbymillion Years Number of Fb & In accounts in Belgium Facebook LinkedIn
  33. 33. 2.1 Reach OUTILS DU WEB 2.0
  34. 34. 2.1 Reach OUTILS DU WEB 2.0
  35. 35. OUTILS DU WEB 2.0
  36. 36. When to use ?
  37. 37. When to post ?
  38. 38. When to use ?
  39. 39. When to post ?
  40. 40. When to use ?
  41. 41. When to post ?
  42. 42. How to post on Social Media?
  43. 43. Foreword There is not one right way to post on Social Media WEB TOOLS 2.0
  44. 44. Content • People like to see what’s going on « behind the scene » WEB TOOLS 2.0 But what ‘s more important to talk about the brand or the field of activity? • Mix up images, videos, text and urls
  45. 45. The text • Mention Keywords • Tag people and pages • The text must be short enough • Use call to Action WEB TOOLS 2.0
  46. 46. The text WEB TOOLS 2.0 • Add sometimes a smiley • Add # and @ even on Facebook • Add links to your webshop
  47. 47. The images WEB TOOLS 2.0 • Always post quality pictures • Tag people • Always add text with an image
  48. 48. The videos WEB TOOLS 2.0 • Your videos should be short enough (max 30 sec) • If you own the video post it directly on Facebook (no link) • ! Engagement?
  49. 49. What not to do on Social Media WEB TOOLS 2.0 • Write with spelling mistakes or typo • Add shared links without changing the picture or the title • Forget to add rules to a contest
  50. 50. What not to do on Social Media WEB TOOLS 2.0
  51. 51. What not to do on Social Media WEB TOOLS 2.0 • Write on SM like you would write an ad ( you are supposed to speak to a friand) • Like your own post • Use too many « likez si vous… »
  52. 52. Strategy
  53. 53. First Step: Set your Goals. WEB TOOLS 2.0
  54. 54. Second Step: Choose a tactic depending on the goals you have set. WEB TOOLS 2.0
  55. 55. Third Step: Define what image you want to give of your company. WEB TOOLS 2.0
  56. 56. Fourth Step: Determine who you want to WEB TOOLS 2.0
  57. 57. Choose a social media according to what kind of social type you are likely to reach there. You don’t reach the same social type on Facebook and on Linkedin WEB TOOLS 2.0
  58. 58. Use Persona to determine how your target is going to react to your tactic. WEB TOOLS 2.0
  59. 59. Tone of voice A tone of voice is not what you say, but how you say it It’s an expression of the people behind the brand and it must be adapted to the brand’s personality and set of values. Different kinds of tone of voice : Timeless  Quality Joy. WEB TOOLS 2.0
  60. 60. WEB TOOLS 2.0
  61. 61. Content territory Content territory helps us to figure what the company is going to talk about  A company cannot talk about itself only! Need to pick a few topics that match our reachable social types’ interests with our brand’s identity  Different types of content needed Decide what sort of rotation we want for each type of content (ex. : daily, weekly, monthly, every other week,etc..) WEB TOOLS 2.0
  62. 62. Content territory WEB TOOLS 2.0 optimisation des performances qualité hautement personnalisée gamification ludique quizz divertissement évolutions technologiques vidéos tutorielles partage d'actualités VocVox
  63. 63. Content territory Week 1 : Post 1 : Product Post 2 : Video Post 3 : Funny fact Post 4 : Product Week 2 Post 1 : Product Post 2 : Video Post 3 : Funny fact Post 4 : Product Week 3 Post 1 : Product Post 2 : Video Post 3 : Funny fact Post 4 : Product WEB TOOLS 2.0
  64. 64. Content types We: WEB TOOLS 2.0 Behind the scene Corporate videos Press New products
  65. 65. Content types You: General greetings Polls What are you listening now? If you were an animal? Objective = Action WEB TOOLS 2.0
  66. 66. Content types They: WEB TOOLS 2.0 Blogger writings Tips Famous quotesCultural agenda
  67. 67. KPIs
  68. 68. WEB TOOLS 2.0
  69. 69. KPI’s in action WEB TOOLS 2.0
  70. 70. The IPM SCORE WEB TOOLS 2.0 • New concept: The IPM SCORE (Indicator Post Management) • Useful to - Measure the progress and to reach its strategic goals - Measure the engagement of your followers https://app.conversocial.com/profiler/
  71. 71. KPI’s in action WEB TOOLS 2.0
  72. 72. Value for money ? WEB TOOLS 2.0
  73. 73. General Tips
  74. 74. Free tools : Facebook Planner WEB TOOLS 2.0
  75. 75. Free tools : Adparlor WEB TOOLS 2.0
  76. 76. Free tools : Hyper Alerts WEB TOOLS 2.0
  77. 77. Free tools : Mention.com WEB TOOLS 2.0
  78. 78. Free tools : TweetDeck WEB TOOLS 2.0
  79. 79. Free tools : Pixlr.com WEB TOOLS 2.0
  80. 80. Tips WEB TOOLS 2.0
  81. 81. Tips WEB TOOLS 2.0 https:/www.facebook.com/LibrairieLeChatBotte/ https://www.google.be/search?q=fedor+emelianenko&es_sm=91&source=lnms &tbm=isch&sa=X&ei=OgJqU8- SLYWqO9HHgMgE&ved=0CAgQ_AUoAQ&biw=1186&bih=560#facrc=_&imgdii=_ &imgrc=HaRvcm0whASa4M%253A%3BHzC63xONsf0GnM%3Bhttp%253A%252F %252Fphotos.famouswiki.com%252Ff%252Ffedor-emelianenko- 33856%252Fgallery%252Ffedor-emel- 287422.jpg%3Bhttp%253A%252F%252Fwww.famouswiki.com%252Fimage%252 F287422%252F33856%252Ffedor-emelianenko.html%3B420%3B394
  82. 82. WEB TOOLS 2.0 Tips
  83. 83. WEB TOOLS 2.0 Tips
  84. 84. WEB TOOLS 2.0 • • Tips
  85. 85. In case of crisis Crisis strategy WEB TOOLS 2.0
  86. 86. In case of crisis Constant monitoring WEB TOOLS 2.0
  87. 87. In case of crisis Quick reaction ! WEB TOOLS 2.0
  88. 88. In case of crisis Code of conduct WEB TOOLS 2.0 Respect their opinion
  89. 89. In case of crisis Engage yourself WEB TOOLS 2.0
  90. 90. In case of crisis Users satisfaction WEB TOOLS 2.0

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