Affärsutveckling för en digitaliserad marknad

Bild lånad från interactcreative.blogspot.com

Bild lånad från interactcreative.blogspot.com

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Off site estatesOn sitePromotion

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Presentations

Documents

Podcasts

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Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Varumärkets planlösning

KRIS!

Dialog & att bemöta kritik

Axboms översättning & vidareutvecklingav modell från amerikanska flygvapnetwww.axbom.se/blogg/miniguide-besvara

Särskiljning

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video

•Text or HTML•Message, link•Fanpage or message

•Message in Tweet•Link ((bit.ly) What•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Text or HTML•Message, link•Fanpage or message

•Test and learn

•Message in Tweet•Link ((bit.ly)

•Small A/B-test•Go big with winner

•Test and learn TestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Small A/B-test•Go big with winner

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

Virality

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!

•Test and learn

KPITestWhat•Write about it

Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

Virality

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!

•Test and learn

KPITestWhat•Write about it

Checklista för marknadsföring i fria kanaler

Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.

Affärsutveckling för en digitaliserad marknad

Affärsutveckling

Digitaliserad marknad

Den marknad vi agerar påDigitala kanaler

Social media

Den marknad vi agerar påDigitala kanaler

Social media

Den marknad vi agerar påDigitala kanaler

Social media

Den marknad vi agerar påDigitala kanaler

Social mediablir allt mer

och...i en mobil device

1 000 000

1 000 000 000

Kundbeteende

Bild lånad från currengroup.com

Hur konsumenter hittar

Källa: DIBS E-handelsindex Sverige 2010

Hur konsumenter hittar

Källa: DIBS E-handelsindex Sverige 2010

SökRelation

VarumärkeSocial Media

Vi handlar utomlands

Källa: DIBS E-handelsindex Sverige 2010

Vilket Google finns du på? Google.se?

How to expand to international presence

Anledning till utlandsköp

Källa: DIBS E-handelsindex Sverige 2010

Vi är mobila & aktiva

Källa: https://www.facebook.com/press/info.php?statistics

Av Facebooks 500 miljoner medlemmar använder 200 miljoner (40%) Facebook aktivt via mobila enheter

• De är dubbelt så aktiva som övriga aktiva användare

Källa: https://www.facebook.com/press/info.php?statistics

Av Facebooks 500 miljoner medlemmar använder 200 miljoner (40%) Facebook aktivt via mobila enheter

De är dubbelt så aktiva som övriga aktiva användare

Vi är mobila & aktiva

Källa: http://www.census.gov/ipc/www/idb/worldpopinfo.php Bild: ana.blogs.com

50% av världens befolkning är yngre än 30

Bild lånad från yourhome.se

Bild från Gf.state.wy.us

Bild från Gf.state.wy.us

Affärsnytta

Hög

Hög Låg

Låg

Relativ marknadsandel

Mar

knad

still

växt Hög

Hög

Hög Låg

Låg

Relativ marknadsandel

Mar

knad

still

växt

Hög

Inte

rnat

ione

ll

Internationell

Hög

Hög Låg

Låg

Relativ marknadsandel

Mar

knad

still

växt

Hög

Inte

rnat

ione

ll

Internationell

X

Hög

Hög Låg

Låg

Relativ marknadsandel

Mar

knad

still

växt

Hög

Inte

rnat

ione

ll

Internationell

X

Hög

Hög Låg

Låg

Relativ marknadsandel

Mar

knad

still

växt

Hög

Inte

rnat

ione

ll

Internationell

X

Hög

Hög Låg

Låg

Relativ marknadsandel

Mar

knad

still

växt

Hög

Inte

rnat

ione

ll

Internationell

XDominans VS Long tail

Dom

inan

s VS

Has

tighe

t

Fission ≠ Fusion

Google Annonsmedia

Fission

Apple Skivindustri

Fission

Rebtel Telekom

Fission

Tripadvisor Resebyråer

Fission

Mint.com Banker

Fission

OpenSource Mjukvara

Fission

Alibaba Underleverantörer

Fission

3D-printing ?

Fission

FysisktDigitalt

FysisktDigitalt

FysisktDigitalt

FysitaltDigisktAnalogt?

Bild lånad från interactcreative.blogspot.com

Kamera

Bild lånad från Geekalerts.com

Amazon är världens största återförsäljare av

böcker

Bild lånad från Amazon.com

Över 50 % av Amazons totala

bokförsäljning är e-böcker till

Kindle

Bild lånad från Amazon.com

Det tog bara 33 månader, Amazon har

funnits i 15 år.

Över 50 % av Amazons totala

bokförsäljning är e-böcker till

Kindle

Bild lånad från Switched.com

Bild lånad från Iab.net

”It’s not about the plastics”

Bild lånad från Iab.net

”It’s not about the transactions”

Bild lånad från Iab.net

”It’s about the relationships”

Bild lånad från Iab.net

” The values of our relationships

are based on service”

Bild lånad från Iab.net

” How can we make our

marketing more of a service?”

http://www.youtube.com/watch?v=xVNDwIPpuzs

Access to ”The Thing”The interactive concept that constitute the core of this

set-up. This is where you need to be creative!

PR, SEO & SEM (+other ads)On chosen keyword cluster

Landing PageAdaptive to traffic source & language

Sign up (or later in process)Use Facebook Single sign-on.

It will increase registration with 30-200%

Access to ”The Thing”The interactive concept that constitute the core of this

set-up. This is where you need to be creative!

PR, SEO & SEM (+other ads)On chosen keyword cluster

Landing PageAdaptive to traffic source & language

Sign up (or later in process)Use Facebook Single sign-on.

It will increase registration with 30-200%

Access to ”The Thing”The interactive concept that constitute the core of this

set-up. This is where you need to be creative!

Incentives to convertLet the user perform in your interactive concept and

earn great incentives to convert in line with your business goals.

Important that this is the only way to get that great incentive!

Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.

RoligtAntalPrisTid

PR, SEO & SEM (+other ads)On chosen keyword cluster

Landing PageAdaptive to traffic source & language

Sign up (or later in process)Use Facebook Single sign-on.

It will increase registration with 30-200%

Access to ”The Thing”The interactive concept that constitute the core of this

set-up. This is where you need to be creative!

Challenge / Invite friendsAre you up for it?

Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and

webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top

of their mind.

Incentives to convertLet the user perform in your interactive concept and

earn great incentives to convert in line with your business goals.

Important that this is the only way to get that great incentive!

Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.

Facebook News feedFeed the users Facebook News Feed with output from

their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you

site. That’s traffic!

TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a

combination of output from user interaction with ”The Thing” and a challenge to the followers.

Virality

Ett digitalt blodomloppPR, SEO & SEM (+other ads)

On chosen keyword cluster

Landing PageAdaptive to traffic source & language

Sign up (or later in process)Use Facebook Single sign-on.

It will increase registration with 30-200%

Access to ”The Thing”The interactive concept that constitute the core of this

set-up. This is where you need to be creative!

Challenge / Invite friendsAre you up for it?

Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and

webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top

of their mind.

Incentives to convertLet the user perform in your interactive concept and

earn great incentives to convert in line with your business goals.

Important that this is the only way to get that great incentive!

Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.

Facebook News feedFeed the users Facebook News Feed with output from

their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you

site. That’s traffic!

TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a

combination of output from user interaction with ”The Thing” and a challenge to the followers.

Virality

ViralLoop

Bild lånad från Mindfirst.com

"What companies need to worry about is two people in a garage"

Nikesh Arora, Google

http://www.youtube.com/watch?v=JfS6IaRvE_4

"What companies need to worry about is two people in a garage"

Nikesh Arora, Google

Lycka till! Google:”björn alberts”