19. Define your ‘Persona’
• Hvad er deres mål og ambitioner?
• Hvad der motiverer og inspirerer dem?
• Hvad er deres problemer / smerter / forhindringer?
• Hvordan de bruger information (on-og offline)?
• Hvad / hvem har indflydelse på deres købsbeslutninger?
• Hvad er vigtigt for dem?
19
20. Draw People Down the Funnel
20
SUSPECT: suerfer bare, tiltræk mig
PROSPECT: Kendskab
LEAD: Interesse
Nurse og kontakt
1) Der er forskellig kontakt I hver fase
2) Der er forskellig interesse I at dele kontakt oplysninger I hver
fase
33. Listen & Engage
• Social Media Monitoring …
• Twitter
• Facebook Diskussioner
• LinkedIn Answers
• Hvad er relevant over for jeres kunder?
34. Content is King Across Channels
“More brands are trying to work out how to
drive their social strategies …
Key findings are that … content is the
driving force for whether users share or
‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display
35. IBM Social Computing Guidelines
1. Know and follow IBM's Business Conduct Guidelines.
2. IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any
other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your
privacy and take care to understand a site's terms of service.
3. Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM
products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.
4. If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on
this site are my own and don't necessarily represent IBM's positions, strategies or opinions."
5. Respect copyright, fair use and financial disclosure laws.
6. Don't provide IBM's or another's confidential or other proprietary information and never discuss IBM business
performance or other sensitive matters publicly.
7. Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to
the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.
8. Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be
acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may
be considered objectionable or inflammatory—such as politics and religion.
9. Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile
and related content is consistent with how you wish to present yourself with colleagues and clients.
10. Don't pick fights, be the first to correct your own mistakes.
11. Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and
what you publish may reflect on IBM's brand.
12. Don't use use IBM logos or trademarks unless approved to do so.
38. $
Tweet
Orchestra uses 10 FREE business tools to run our
business. Check it out: http://bit.ly/8Wrel
Blog Post
Email from
Website Form
...we have a free tool, can you mention our
website and product?...
Joint effort
discussion
We’ll mention you, you mention us
Partner
Links
Mention in
Newsletter
Unique Hubspot tokenized URL
Traffic to
Orchestra.com
Web Lead
via CTA
Lead Source: Newsletter via Hubspot Token
How Can Sharing Deliver Leads?Angager jer med kunderne i en hver fase
47. Find sider der passe jeres segment
Hvem er erhvervsleder
Web 2.0 gennemtrængning
Courtesy of
HubSpot Customer:
Qualitative: Blog & Brand-Social Reach
De innovative lederes status
Blog post frequency to Customer Acquisition … more frequent blogging = more customers from blog.
Last, after a very fragmented beginning for social media in Europe, with geographical divergence in the popularity of varied platforms like Bebo, MySpace and ASmallWorld, Facebook is emerging as a leader across the continent. With almost 100 million European users, Facebook is the number one social network #1 in the UK, ranks as the second most visited site in France, after Google, and is growing in Germany and further east. That is great news for inbound marketers who adopt social media as a key engagement channel. Instead of trying to be present on all possible social media platforms, European marketers can start with Facebook and one or two local or vertically specialized social networks relevant to their audience.
* Newsletter, research, original report, press release, media relationsGenerated significant PR opportunities, including ReadersDigest.com. Buyer persona storyRD.comalexa #5,600
The use of social media and company blogs as marketing tools not only gets your company better brand exposure, but it also generates leads that result in real customer acquisition. - 57% of those using company blogs have acquired a customer from a blog-generated lead.- Similarly, 57% of companies using LinkedIn have acquired a customer from that channel.
If it looks like your website then … http://www.flickr.com/photos/cyberslayer/952121271/Howard_gees
CTAs on HPCTAs on every pageLanding Pages for every campaign & offer … if you are doing any Paid media, PPC, etc and you arent sending that traffic to a dedicated landing page, or a landing page with a custom URL – you are wasting your effort …
Measure everything … you are part scientist – part anthropologist to crunch the data … come up with hypotheses around why a certain outcome occurred and then test that hypothesis again until you find a winning formula … then do it again …
Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
Measure by source … and measure by campaign … combining your most effective channels with your most effective tactics brings the most bang for buck and you should know what they are … Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing > Twitter > Lead > $$$
Survey participants were asked to classify each lead generation category as “below average cost,” “near average cost,” or “above average cost.” Businesses consistently ranked inbound marketing channels as having costs lower than outbound channels. PPC was the only inbound channel that was ranked among the outbound channels. - Blogs, social media and organic search maintained the top slots as least expensive. - Blogs had the highest instance of being reported as “Below Average Cost:” 55% of companies who blog indicated leads from this channel were “Below Average Cost.”
This graph shows the percentage of users who rated the channel as either “critical” or “important” in 2009 and 2011. - Company blogs are increasingly valued. The blog is the channel most frequently reported as critical or important, both in 2009 and 2011.- YouTube, Facebook, and Twitter are also increasingly important. Facebook and Twitter gained an additional 18%, and YouTube gained 20%.
