business landscape is changing. april 2009
DESCRIPTION
Presentation to inspire companies to re-invent their way of doing digital business. April 2009.TRANSCRIPT
bjornalbertscom
THE LANDSCAPE OF DIGITAL BUSINESS IS
CHANGING
April 2009
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Make trial amp errors
bull Take part
bull Play
bull Test
bull Listen
bull Learn
DARE TO
bjornalbertscom
TO WEAR BLINDERS
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Make trial amp errors
bull Take part
bull Play
bull Test
bull Listen
bull Learn
DARE TO
bjornalbertscom
TO WEAR BLINDERS
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Make trial amp errors
bull Take part
bull Play
bull Test
bull Listen
bull Learn
DARE TO
bjornalbertscom
TO WEAR BLINDERS
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Make trial amp errors
bull Take part
bull Play
bull Test
bull Listen
bull Learn
DARE TO
bjornalbertscom
TO WEAR BLINDERS
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull Make trial amp errors
bull Take part
bull Play
bull Test
bull Listen
bull Learn
DARE TO
bjornalbertscom
TO WEAR BLINDERS
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
TO WEAR BLINDERS
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull AltaVista -gt Google
bull ICQ -gt MSN -gt Skype
bull Facit -gt Computers
bull Train -gt Transportation
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Domination vs Long tail
Dom
inat
ion
vs S
peed
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Seth Godin
bjornalbertscom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
90 of your sales will come from word of mouth or digital promotion by 2011 How do you change what youre doing today to be ready for that
Seth Godin 20th April 2009
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
CONSUMERS COMMUNICATE
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull Able
bull Online
bull Conversant
bull Connected
CONSUMERS ARE
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Insurance
Pension
Loans
Funds
Interest rates
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Consumers
Company
Text
Stolen from Ronnestamcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Consumers
Company
Stolen from Ronnestamcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Conversation
Company
Stolen from Ronnestamcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
How do you change what youre doing today to be ready for that
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
FROM ADVERTISING TO GREAT PRODUCTS
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull Entertaining
bull Useful
bull Innovative
bull Creative excellence
A GREAT PRODUCT IS
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
2x
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull Great user experience - creative excellence
bull Business infrastructure - entertaining
bull Simple business model - useful
bull System Developer Kit - innovative
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
DISTRIBUTION
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull Concept developmentTarget group insight need amp offer
bull Launch planningTraffic to download distribution amp buzz
bull Conversion funnelAttention InterestDesire Action amp SatisfactionSpread
bull Retention amp RecurringBrand Equity and $
SOMEWHAT DIFFERENT THAN SEO
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
SOCIAL MEDIA
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull From 200 to 4000 followers in one month
bull Huge amount of tweets and blog posts increased their page rank
bull Traffic increased more than 10
bull 20 increase in domain registration
bull 2 months later a Super Bowl Promo on Twitter increased traffic with 30 thanks to the previous increase in Twitter followers
RESULT
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull One person mainly focusing on the campaign during one month
bull One free domain registration
COST
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
LET PEOPLE SPEAKThey will improve your brand
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
IDEA MANAGEMENTThey have ideas you manage
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
WHY CARE
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull Decreases business risks
bull Decreases dependency on Google
bull Gain from the power of word of mouth
bull Creates brand equity
REASONS TO CARE
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
COMPETENCE
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
PR Social Media SEO
Advertising
Ads Product service
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Away ground
Home ground
Dialog Monolog
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bull New industry structures
bull New phenomenon
bull New behaviours
bull New possibilities
bull Less control
bull Users are in control
bull We must learn again and again and again
SUMMARY
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscombjornalbertscom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
HOW TO MANAGE
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
MeasureAdjust
big strategy
new big strategybig project
massive link building
buy sitesmanage staff
Huge operations
Online business yesterdayBig ideas big budget big organisation - Google
Stolen from Ronnestamcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Online business todayMicro launches insight short iterations small teams
planproducelaunch
measure
small strategy
iterative development
insight
small strategy
learn
adjust
iterative development
insight
small strategy
knowledge
adjustcontinue
try something else
planproducelaunch
measure
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Vision An ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the futureAn ideal position of where we would like to be in the future
Now
Describe our target group
Relationship tobull usbull our productbull our brandbull our business
Describe what we offer within this specific context todaybull Productbull Contentbull Value
Competitors
Trends
What amp how do we communicate Key word strategy MessageDialogue or monologueViral Social SEO ads or PRDo we offer any value added services and innovative solutions
Which channels do we use
What traffic sources do we have
Which tools and platforms do we use
Operation environment
Describe how we are organised to work with digital channels
Analysis ampproblem
definition
Analyse amp define the(ir) problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Analyse amp define the problem
Conclusion amp opportunity
From the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there areFrom the analysis resume what opportunities there are
Purpose
In this specific context theirbull Goalsbull Needsbull Attitudes
What is the purpose of what we will offer
What is the purpose of our communication
What is the purpose of channel strategy
Different purposes for traffic driving Direct conversion VS launching widgets for download or build base of prospects
What is the purpose of an impact on infrastructure
What is the purpose of an impact on organisation
Objectives Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective Measurable objective
Concept
Complete personas withbull Geographicsbull Demographicsbull Psychographics
In terms of using our product bull Knowledgebull Timebull Surroundings
Describe the idea briefly Describe the communicative idea brieflyand give input to a redefined key word strategy
Describe what channels to use Organic search Paid search Blogs Microblogs Forums Communities Networks Online PR Services Social media newsroom Wikis Aggregators E-mail RSS Videosites Mobile iPhone Wdigets
Describe what traffic methods and sources to focus at
Describe the changes and requirements briefly together with specification of what specific tools amp platforms to use (open source resources for instance) Ie Pipes Wordpress Kindling Sales Force Ideas FeedBurner
Describe changes educational needs and which divisions that will be involved and how there work will change Eg marketing sales product development customer service IT etc
Key Performance
Indicators
Objectives transformed tomeasurable KPIs
Objectives transformed tomeasurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Objectives transformed to measurable KPIs
Target group insight amp personas
Offer Communication Channels Traffic Infrastructure Organisation
Site-Xcom Strategy 10
Budget action plan create implement track amp change
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Target group Problem Opportunity Purpose Goal
Link-building Content On site
Actions
bull Describe the link-building strategybull Describe what actions to take and why
Describeourtargetgroups WhatproblemarewefocusingatToeliminateriskofpenalisa9onIstheshareofunnaturallookinglinkstohighIsthecontentonofweakquality
Unexploitedopportuni9esNewwaysofaArac9ngtrafficIncreasequalityoncontentandtrytocreatebuzzviaTwiAer
Whatrsquosthemainpurposeswiththeac9ons
Canwetransformourpurposestomeasurablegoals
Site-Xcom short term strategy from 090402
Distributed appsbull DescribethestrategyforWidgetsandMobileapps
bull Describe what actions to take and why
bull Describe the content strategybull Describe what actions to take and
why
bull Describe the on-site SEO actionsbull Describe the service and offering
strategybull Describe what actions to take and why
SOCIAL MEDIA CONVERSATION
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
SPACE MANAGEMENT
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
The Problem The mission What we offer Target groupbullWhatistheproblemwemustsolvewiththisproject
bullDescribeshortlywhatisexpectedtobedoneanddelivered
bull Thegoalwiththismissionandhowthatismeasured
bullKeyPerformanceIndicators
Design brief Site-X or application Y
Competitors Differentiation Strengths Weaknesses
Opportunities Threats
bullMostimportantproductscontentandoffers
bullWhatarethekeybenefitsweareofferourvisitorsusers
bullWhoarewetalkingtobullAretheremoregroupsthantheprimarytargetgroupWhoarethey
bull Isthereanyknowledgeaboutthetargetgroupsandtheirbehaviourthatwecouldhaveuseof
bullWhoaretheybull Theirstrengthinhowtheyworkwiththesametargetgroupproblemandneed
bullAnythingtotakeinspira9onfrom
bull Inwhatwaydowedifferfromourcompe9tors
bull Inwhatwayshouldwedifferfromthecompe9tors
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Great products attracts peoplePeople that converseTogether they become a tribeYou your products and your tribe are a brand
The rest is up to you
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom
bjornalbertscom
Bjoumlrn AlbertsSkype bjoalbTwitter bjornalbertsGoogle rdquobjoumlrn albertsrdquobjornalbertsgmailcom