Komfo Summit All-Star Webinar
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Komfo Summit All-Star Webinar
#komfowebinar
Agenda:
• Anders Lunde
• Bonus tips from Komfo
• Q&A
CONTENTMARKETING
Pravda / advertising- and digital agency
ANDERS LUNDE
Head of [email protected]
WHO AM I?
SOCIAL MEDIA MANAGER JYSK
ONLINE COMMUNICATOR HUMMEL
COMMUNICATIONS INTERNDBU
MA ENG/COMM.ASB
WHY CONTENT
MARKETING?
DOWNL O A D
# Disloyal
# Fleeting attention
# Can benchmark price/quality
# Conscious
# Access to specialized knowledge
# Influenced by social media
DO YOU RECOGNISE YOUR CUSTOMERS?
CM SWEET SPOT
WHICH PLATFORM?
WHICH EFFECT?
HOW DO WE MEASURE?
CUSTOMER NEED
WHERE ARE THEY IN THE BUYING CYCLE?
WHAT DO THEY KNOW IN ADVANCE?
HOW MUCH ARE THEY WILLING
TO “PAY”?
YOURKNOWLEDGE
WHERE IS IT LOCATED?
WHEN IS IT RELEVANT?
WHAT IS IT WORTH?
CUSTOMER EFFECT COMPANY
NEED FOR KNOWLEDGE CONTENT LEADS/SALES
ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA
SEARCHING FOR PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE
“EASY ACCESS” SEO TRAFFIC
#1 Longer decision making process
#2 Greater need for information
#3 Possibility for in-depth (digital) relation with the buyer
WHY CM IN B2B?
# Non-religious
# Fail faster
# Ownership is everything
# Goals and processes
# Remember your: a Brand b Business objectives c Marketing strategy
WHAT IS A GOOD CM STRATEGY?
SAY HELLO TO
LOUISE
LOUISE
W
#1 PRE-ANALYSIS#2 WORKSHOP#3 FRAMEWORK
“SHORTCUT”
LOUISE’S TASKS:
Answers stupid questions – easy
Coordinate calenders and find time
for a workshop – hard
Time consumption: 5 hours.
#1 PRE-ANALYSIS1. THE BRAND HOW DOES CONTENT MARKETING APPLY?
2. UNIVERSE OF THE BRANDHOW/WHAT ARE THE COMPETITORS DOING?WHAT IS HAPPENING IN THE INDUSTRY?
#2 WORKSHOP1. OWNERSHIP / COMMITMENT CREATE UNDERSTANDING OF THE IMPORTANCE.
2. TANGIBLE STARTING POINTNOW WE’RE OFF.
LOUISE’S TASKS:
Participate in workshop
Observe colleagues
Time consumption: 5 hours.
(Participation at workshop)
VALUES
VALUES + TARGET AUDIENCE
VALUES + TARGET AUDIENCE + EXISTING CONTENT
VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES
VALUES + TARGET AUDIENCE + EXISTING CONTENT + ROLES+ NEW TYPES OF CONTENT
TOGETHER WE CREATE
NEWHORIZONS
#3 FRAMEWORKFROM WORKSHOP TO OUTPUT
MT Højgaard– content marketing strategy
Pravda. Februar 2016.
7
Content Framework
Our content are controlled and will be inspired from this framework.
It is a tool for selecting subjects and a guideline to reveal if our communication has the right means and goals.
The model is based on our brand idea:
TOGETHER WE CREATENEWHORISONTS
11
WE CREATE
”What do we actually present?”
Values:
▪ Thoroughness
▪ Pride
▪ Professionalism
▪ Passion
▪ Facts
▪ Work satisfaction and joy
Content Framework
SAMMEN SKABER VI NYE HORISONTER
SAY HELLO TO
MICHELLE
MICHELLE
?
THE CM WHEEL
1 234
56789
10
1 23
PERSONAS WHO ARE WE TALKING TO?
321
#1 PERSONAJOB
•
AGE
•
LOCATION
•
OCCUPATION •
•
•
EDUCATION AND EXPERIENCE •
•
•
LEISURE
•
•
•
CH
AR
AC
TE
RIS
TIC
S
USER GOALS
•
•
•
•
•
PAINS AND GAINS FOR ERIC •
•
•
•
•
OPPORTUNITIES •
•
•
•
•
US
ER
EX
PE
RIE
NC
E
INT
ER
NA
L /
EX
TE
RN
AL
CO
LLA
BO
RA
TO
RS
EXPECTATIONS OF CONSULTANTS •
•
•
•
RELATIONS
•
•
•
•
TOUCHPOINTS •
•
•
•
ENTREPRENØRERIKLorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce quis lectus quis sem
lacinia nonummy. Proin mollis lorem non
dolor. In hac habitasse platea dictumst. Nulla
ultrices odio. Donec augue. Phasellus dui.
PERSONA #1 THE EXPERIENCED STRATEGIST EXECUTIVE SUMMARY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce quis lectus quis sem lacinia nonummy.
Proin mollis lorem non dolor. In hac habitasse platea dictumst. Nulla ultrices odio.
Donec augue. Phasellus dui. Maecenas facilisis
nisl vitae nibh. Proin vel est vitae eros pretium
dignissim. Aliquam aliquam sodales orci. Suspendisse
potenti. Nunc adipiscing euismod arcu. Quisque facilisis
mattis lacus. Fusce bibendum, velit in venenatis viverra,
tellus ligula dignissim felis, quis euismod mauris tellus ut
TECHNOLOGY AND DEVICE USAGE •
•
•
•
USE OF MEDIA •
•
•
•
KNOWLEDGE
•
•
•
•
TE
CH
NO
LOG
Y /
ME
DIA
1 23
FORMATHOW DO WE SHAPE OUR MESSAGE?
432
1 23
CONTENT HUB WHERE DOES OUR CONTENT LIVE?
543
1 23
ROLES WHO DOES WHAT?
654
KNOW-IT-ALL TRANSLATOR DISTRIBUTOR
HAS SPECIALIZED KNOWLEDGE OF A GIVEN SUBJECT
JOURNALISTIC FLAIR
INTERVIEWER
FORMULATES CONTENT
ADVERTISER
TARGET AUDIENCE
RELEVANT SOCIAL MEDIA
1 23
PURPOSE WHAT DO WE WANT TO ACHIEVE WITH OUR CONTENT?
765
THE
OF CONTENT
MARKETING &
SOCIAL MEDIA
EBCS
#5 PURPOSEENGAGEQUESTIONSCOMPETITIONSDISCUSSIONSVIDEOS
BRANDNEWSPRODUCTSFACTS
CONVERTSALESLANDING PAGESSIGN-UP FORMSPERMISSIONSLEADS
1 23
CALENDER STRUCTURE THE PRODUCTION OF CONTENT
876
TEKSTTEKST
#6 CONTENT CALENDER
EXAMAPLEDate Category Content
hub Persona Post Purpose Format Channel Know- it-all
Trans- lator
Distri- butor
15 DEC Together WebsiteErik the
Entrepre-neur
150 days without
accidentsBrand Article LinkedIn Rasmus Rikke Michelle
1 23
DISTRIBUTION MESSAGE DEPENDENT
987
#7 DISTRIBUTION
BRAND 1
SOCIAL MEDIA FANS (FACEBOOK) 50.000
ORGANIC REACH (AVG.) 2%
TOTAL ORGANIC IMPRESSIONS 1.000
#7 DISTRIBUTION
AMBASSADORS 50
CONNECTIONS ON LINKEDIN (AVG). 400
ORGANIC REACH (AVG.) 60%
TOTAL ORGANIC IMPRESSIONS 12.000
#7 DISTRIBUTION
>>50-70%
#7 DISTRIBUTION
76%
1 23
ADVERTISINGREACH THE RIGHT TARGET AUDIENCE
1098
1 23
GO LIVEWHEN AND HOW OFTEN DO WE PRESS THE BUTTON?
1109
#9 GO LIVETHE SIMPLE ANSWERTRIAL & ERROR
THE INTELLIGENT ANSWER TRIAL & ERROR & LEARN
WHEN ARE YOUR FANS ONLINE?
0
5000
10000
15000
20000
09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight
1 23
ANALYSIS & REPORTING WHAT DOES (NOT) WORK?
2110
FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB
Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.
Jan
Feb
Mar
Apr
Maj
Jun
Jul
Aug
Sept
Okt
Nov
Dec
KPI 2016
#10 ANALYSIS
#10 ANALYSIS18:25
27,902
0.14 0.79 0.82
2m 29s 445.0425.000.00
251
46
#11 INBOUND“THE DEPARTMENT OF FUN AND GAMES”
“THE PAINTBOX BOYS”
“THE DEPARTMENT THAT ONLY KNOWS HOW TO SPEND MONEY”
#11 INBOUND
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
ATTRACT CONVERT CLOSE DELIGHT
Blog
Keywords
Social Media
Forms
Call-to-Actions
Landing Pages
Signals
Workflows
Events
Social Inbox
Smart Content
THANK YOU QUESTIONS?
4 things (at least) you forget
when doing Social Advertising
Claim #1
You forget that your audiences are more complex
Claim #2
You forget about your existing customer data…
But why?
Open API’s Komfo Connector
Automatization
EXAMPLE
Claim #3
Remember your soft conversion points!
Claim #4
You focus on only one set of KPI’s! (And you let your boss choose them)
YOUR OWN DASHBOARD! —
Q&A
Join the conversation with us
Komfo Summit!
A Sitecore Company The #1 tool for increasing success on social
Do you want to be successful on SOCIAL and increase your ROI?
We have hand picked the best speakers to share ideas and knowledge.
Tuesday, 29th of Nov. at 10-11 AM (CET): Social and B2B
Thursday, 12th of Jan. at 10-11 AM (CET): Social Advertising
Wednesday, 1st of Feb. at 10-11 AM (CET): Data, Creativity and Insight
You are invited to Komfo Summit All-Star Webinars
Sign up at: https://komfo.com/ all-star-webinars/
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