telemark presentation smfb_engine
TRANSCRIPT
Brands can live without advertising…
…but not marketing
Think less as an advertiser more like and publisher
Kristján Már Hauksson
• From Iceland, married and have five kids
• Been doing internet marketing since 1998
– Written several books on the topic
– European Search Engine Marketing personality of the year 2014
• Worked with some fantastic local and global travel brands
– Visit Iceland / Inspired by Iceland
– Hotels.com / Expedia
– Nordic Choice Hotels
– Icelandair
– Budget Car Rental
– Reykjavik Excursions
– Netbus
– AVIS car rental
– WOWair
It is everywhere!
YOUTUBE
Web-TV
DISPLAY
GOOGLE+
BLOGG
WEBSITE
SEARCH
GMAPS
IMAGE
CONTENT
VIDEO
CONTENT
SNAPCHAT
TEXT
CONTENT
Many sides..
How the Internet Is Changing Advertising
During my time on stage we will have had
over 20 days worth of content uploaded
500 hours of video content
uploaded to YouTube every hour
While I am on stage, think about this…
There are 1.5 billion active users on
Facebook now and 1.7 billion Google users
Facebook users will have reached
+/- 3.5 million in Norway by 2017
If YouTube was a TV station it would be the
second biggest in Norway
57% of all Norwegians used the internet
for online travel services
While I am on stage, think about this…
Ok, so have
that in mind…
Inspire people
to do stuff…
Over 1M views
Over 1.5M views
Over 200k views
Over 500k views
500k to +1M
5 years
80%
Several 100%
5 years
But this all
sounds so
exspensive!
There are
so… so many
sides to this
One million USD
https://www.youtube.com/watch?v=TNpeZIfGG78
https://www.youtube.com/watch?v=FPAJtvy1uL0
https://www.youtube.com/watch?v=BJ055zNtk7Q
https://www.youtube.com/watch?v=Ga6lRl86uxo
… and?
How do we make this magic?
• You have to Research
• Creativity
• Human connection / feelings
• Understanding how content syndicates / moves
• Measure… measure … measure and …
• …understand it’s not a one stop shop – Omnipresence!
• Sprinkle of wow with an authentication twist
• Small bit of luck
the bottom line is
The bottom line is that …
• Properly implemented & ongoing content marketing strategy
will
– Grow your brand
– Increase sales
– More time for innovation
– Escalate traffic to your “assets”
– Enhance productivity
Lower advertising cost
If Telemark has “tusen muligheter” show
them to people and inspire people to show
and share them to others.
The mantra = POST
Brands can live without advertising…
…but NOT marketing
TAKK FYRIR MIG ;)@Optimizeyourweb