Vikki Chowney presents digital PR trends from 2010
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The document discusses various digital marketing strategies and case studies, including: 1. Using existing user behavior on Facebook to target passive and active users, gaining over 90,000 comments and 243,259 new fans. 2. Partnering with a digital artist to create an open content exhibition that reached 1.75 million unique visitors and over £500,000 in profit. 3. Helping BP transition from spending $57,000/month on Google ads to $3.6 million in one month through search optimization.
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Facebook neews feed updates May 2015
Vous êtes marketer, vous conduisez une marque et la diffusez sur Facebook. Vous devez absolument lire ceci. Facebook évolue et nous vous aidons à y voir plus clair. (ce premier papier est anglais car nous voulions le sortir au plus vite, mais la version française sera prochainement disponible)
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Lancome is a French luxury cosmetics company. They use social media like Facebook, YouTube, Twitter and Instagram to market their products. On Facebook they provide valuable content and have 1.49 billion monthly users. On YouTube they post advertising videos and tutorials. On Twitter they have 261k followers and use hashtags. On Instagram they post colorful pictures of new products.
Their website is mobile friendly and easy to use with categorized products and pricing. They plan to create a mobile app for easier shopping with discounts and a game to increase downloads. Digital strategies include mobile coupons, promotional programs, social media contests and customer feedback to build loyalty. Objectives are gaining likes, shares, sales through app and comments. The
T lee pr social search final
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- 10. E4 created a campaign based on existing Facebook user behaviour. Passive fans - high snackable content that allowed older fans to fill in the gaps. 90,000 comments in under 3 months. Active users - preview content but only viewable when shared reach extended by 133 users per view. 243,259 fans in 80 days.
- 22. £40,000 budget. Engaged with one ‘digital artist’ and to create a work and then made the code accessible to all. Reached out to 200 key influencers to start the ball rolling. As a result, had 4,600 pieces submitted to exhibition and 1.75m unique visitors to the website. The exhibition saw its footfall target smashed by 235% and create over £500,000 of clear profit.
- 23. Product feedback and development
- 28. Search as a snapshot
- 30. 1.5m page Impressions £45k spend At 0.003ppc
- 31. In two months, BP went from spending $57,000 a month to becoming one of Google’s top advertisers, dropping nearly $3.6 million in the month of June alone.
- 32. Branded content
- 37. Social commerce
- 39. Zuckerberg: "if I had to guess social commerce is the next area to really blow up" (in a good way)”
- 43. Speed
- 49. Disillusionment
- 55. Pro bloggers
- 57. “Bloggers care deeply about product reputation. One third of all bloggers would boycott products based on a bad reputation, asking readers to do same.” Richard Jalinchandra, president & CEO of Technorati.
- 60. • Behavioural-led campaigns • Influencer vs. Evangelist • Truly open content • Product feedback & development • Search as a snapshot • Branded content • Social commerce • Speed • Disillusionment • Pro bloggers