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ANDERS LUNDE
Head of [email protected]
WHO AM I?
SOCIAL MEDIA MANAGER JYSK
ONLINE COMMUNICATOR HUMMEL
COMMUNICATIONS INTERNDBU
MA ENG/COMM.ASB
# Disloyal
# Fleeting attention
# Can benchmark price/quality
# Conscious
# Access to specialized knowledge
# Influenced by social media
DO YOU RECOGNISE YOUR CUSTOMERS?
CM SWEET SPOT
WHICH PLATFORM?
WHICH EFFECT?
HOW DO WE MEASURE?
CUSTOMER NEED
WHERE ARE THEY IN THE BUYING CYCLE?
WHAT DO THEY KNOW IN ADVANCE?
HOW MUCH ARE THEY WILLING
TO “PAY”?
YOURKNOWLEDGE
WHERE IS IT LOCATED?
WHEN IS IT RELEVANT?
WHAT IS IT WORTH?
CUSTOMER EFFECT COMPANY
NEED FOR KNOWLEDGE CONTENT LEADS/SALES
ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA
SEARCHING FOR PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE
“EASY ACCESS” SEO TRAFFIC
#1 Longer decision making process
#2 Greater need for information
#3 Possibility for in-depth (digital) relation with the buyer
WHY CM IN B2B?
# Non-religious
# Fail faster
# Ownership is everything
# Goals and processes
# Remember your: a Brand b Business objectives c Marketing strategy
WHAT IS A GOOD CM STRATEGY?
LOUISE’S TASKS:
Answers stupid questions – easy
Coordinate calenders and find time
for a workshop – hard
Time consumption: 5 hours.
#1 PRE-ANALYSIS1. THE BRAND HOW DOES CONTENT MARKETING APPLY?
2. UNIVERSE OF THE BRANDHOW/WHAT ARE THE COMPETITORS DOING?WHAT IS HAPPENING IN THE INDUSTRY?
#2 WORKSHOP1. OWNERSHIP / COMMITMENT CREATE UNDERSTANDING OF THE IMPORTANCE.
2. TANGIBLE STARTING POINTNOW WE’RE OFF.
LOUISE’S TASKS:
Participate in workshop
Observe colleagues
Time consumption: 5 hours.
(Participation at workshop)
MT Højgaard– content marketing strategy
Pravda. Februar 2016.
7
Content Framework
Our content are controlled and will be inspired from this framework.
It is a tool for selecting subjects and a guideline to reveal if our communication has the right means and goals.
The model is based on our brand idea:
TOGETHER WE CREATENEWHORISONTS
11
WE CREATE
”What do we actually present?”
Values:
▪ Thoroughness
▪ Pride
▪ Professionalism
▪ Passion
▪ Facts
▪ Work satisfaction and joy
Content Framework
SAMMEN SKABER VI NYE HORISONTER
#1 PERSONAJOB
•
AGE
•
LOCATION
•
OCCUPATION •
•
•
EDUCATION AND EXPERIENCE •
•
•
LEISURE
•
•
•
CH
AR
AC
TE
RIS
TIC
S
USER GOALS
•
•
•
•
•
PAINS AND GAINS FOR ERIC •
•
•
•
•
OPPORTUNITIES •
•
•
•
•
US
ER
EX
PE
RIE
NC
E
INT
ER
NA
L /
EX
TE
RN
AL
CO
LLA
BO
RA
TO
RS
EXPECTATIONS OF CONSULTANTS •
•
•
•
RELATIONS
•
•
•
•
TOUCHPOINTS •
•
•
•
ENTREPRENØRERIKLorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce quis lectus quis sem
lacinia nonummy. Proin mollis lorem non
dolor. In hac habitasse platea dictumst. Nulla
ultrices odio. Donec augue. Phasellus dui.
PERSONA #1 THE EXPERIENCED STRATEGIST EXECUTIVE SUMMARY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce quis lectus quis sem lacinia nonummy.
Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio.
Donec augue. Phasellus dui. Maecenas facilisis
nisl vitae nibh. Proin vel est vitae eros pretium
dignissim. Aliquam aliquam sodales orci. Suspendisse
potenti. Nunc adipiscing euismod arcu. Quisque facilisis
mattis lacus. Fusce bibendum, velit in venenatis viverra,
tellus ligula dignissim felis, quis euismod mauris tellus ut
TECHNOLOGY AND DEVICE USAGE •
•
•
•
USE OF MEDIA •
•
•
•
KNOWLEDGE
•
•
•
•
TE
CH
NO
LOG
Y /
ME
DIA
KNOW-IT-ALL TRANSLATOR DISTRIBUTOR
HAS SPECIALIZED KNOWLEDGE OF A GIVEN SUBJECT
JOURNALISTIC FLAIR
INTERVIEWER
FORMULATES CONTENT
ADVERTISER
TARGET AUDIENCE
RELEVANT SOCIAL MEDIA
#5 PURPOSEENGAGEQUESTIONSCOMPETITIONSDISCUSSIONSVIDEOS
BRANDNEWSPRODUCTSFACTS
CONVERTSALESLANDING PAGESSIGN-UP FORMSPERMISSIONSLEADS
TEKSTTEKST
#6 CONTENT CALENDER
EXAMAPLEDate Category Content
hub Persona Post Purpose Format Channel Know- it-all
Trans- lator
Distri- butor
15 DEC Together WebsiteErik the
Entrepre-neur
150 days without
accidentsBrand Article LinkedIn Rasmus Rikke Michelle
BRAND 1
SOCIAL MEDIA FANS (FACEBOOK) 50.000
ORGANIC REACH (AVG.) 2%
TOTAL ORGANIC IMPRESSIONS 1.000
#7 DISTRIBUTION
AMBASSADORS 50
CONNECTIONS ON LINKEDIN (AVG). 400
ORGANIC REACH (AVG.) 60%
TOTAL ORGANIC IMPRESSIONS 12.000
WHEN ARE YOUR FANS ONLINE?
0
5000
10000
15000
20000
09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight
FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB
Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.
Jan
Feb
Mar
Apr
Maj
Jun
Jul
Aug
Sept
Okt
Nov
Dec
KPI 2016
#10 ANALYSIS
#11 INBOUND“THE DEPARTMENT OF FUN AND GAMES”
“THE PAINTBOX BOYS”
“THE DEPARTMENT THAT ONLY KNOWS HOW TO SPEND MONEY”
#11 INBOUND
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
ATTRACT CONVERT CLOSE DELIGHT
Blog
Keywords
Social Media
Forms
Call-to-Actions
Landing Pages
Signals
Workflows
Events
Social Inbox
Smart Content
Join the conversation with us
Komfo Summit!
A Sitecore Company The #1 tool for increasing success on social
Do you want to be successful on SOCIAL and increase your ROI?
We have hand picked the best speakers to share ideas and knowledge.
Tuesday, 29th of Nov. at 10-11 AM (CET): Social and B2B
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Wednesday, 1st of Feb. at 10-11 AM (CET): Data, Creativity and Insight
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