Post on 06-May-2015
description
Unique ideaTarget audience
alignmentStorytelling Insane press coverageHuge increase in
awareness and preference
http://edition.cnn.com/2009/TRAVEL/01/12/queensland.australia.hamilton.island/
Life’s a beach ! Dream job in Hamilton Island, QueenslandSalary AUS 100.000
Social engagement can change perception
Samsung Apple
Nokia
Thinking about each specific segment, what could be done to improve the “phototorial” and increase engagement on social media as a result of that improvement
HOMEWORK > GIVE HAJRA INPUT
What is SOLOMO?
Prioritise video in your mobile optimised site.
Video content highly effective for engagement & conversion
Social media and mobile marketing
• Have a single goal in mind for
each channel
• Optimise each social presence for
mobile (e.g. Facebook apps)
• Time your mobile focused posts
• Favour image and location based
marketing
• Use mobile apps to manage your
account and activity
Mobility, Gamification & 2nd Screen
Community engagement – picture economy
• The secret lives of luxury shoes
• Photos are submitted through Instagram using the hashtag #BGShoes
• Image is placed on Bergdorf’s map of Manhattan
2nd screen opportunities
How does mobile & relevant ”time and place offers” tie in with the overall customer experience and your webpresence
Automated campaign a
massive success ... In Turkey
• Sign-up via qualification
• IVR
• Different Axe girl calls every day
Think: Solves a real problem in a fun way(service) and generates continous awarenesss
7 proven senses to consider for yourdigital marketing activities
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands immediate response
• Prestige: symbols of rank and respect, which earn us status and admiration
• Vice: rebellion against rules, which tempts us toward “forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense
Which senses do this Westin
mobile add play on?
Mobility is everywhere and is becoming the de facto standard for finding stuff
• Think about Google Maps & Places (be there)
• Think about Google Plus (Google +)
• Think about Facebook & Places
• Think about Foursquare
• Think about Location Based Services
• Think about how hard it is to find good interactive apps about in general
Why, what, when, how mobile
Mobile
App
Mobile
Web
Can work well as a
client retention tool
Stronger at driving
call to action through
push messaging
Ideal for digital
coupons, special user
events and offers
(local, regional)
Good for engaging
new prospects
Cheaper and quicker
to market
Provide an additional
touch point
Mobile
Ads
Targeted
Performance based
Drive traffic,
downloads and
conversion of any kind
Listen & React
• Customers engage in social media• You need to listen to the conversation and react• All the time !
Summary of sentiment
(c) Michael Leander Nielsen, 2009
21
Listen to the conversation
on Twitter (and other social
networks)
1
2
Reacting to mentions
• Monitor across all platforms
• Have tool for managing
• Have tool for reacting
Try search.twitter.com
My Foursquare message
Unexpected reply
5 Minute ExerciseWhat can you do (or what can Tepal do) to leverage mobility
– Describe an idea or a project, which will help Tepalattract more customers or retain/grow customers
Integrate across allchannels - smart !
Integration across all channels is key – as is a seamless user experience
Website & Blog
Social media
Offline
Apps
Email & Mobile
Your content concept
Speed factor – choose your style
• Inbound marketing (social)• Earned media (social)• Referrals & recommendations• Takes time, but generally attracts
leads of a higher quality and commitment
• Outbound marketing• New sign-up fast• Varied quality• Subscriber lifetime value may be lower than those attracted throughinbound marketing and referral
Brilliant [accidental] content concept
Which is more important?
Content Community
Talk Service Receive
Listen
Listen
Listen
Listen
Can you find something sensible to talk about?
Your content
concept
describes
What you offer and how it fits in the buying cycle
Benefits of your offering Why your audience should
engage Which stories, content you
are going to publish Frequency, security, trust Media (video, cartoons,
articles, audio etc.) Think like a publisher, act
like the best hostess
THE MORE CONTENT YOU HAVE THE
MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE THE MORE
CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER
PROFILES THE MORE USERS AND CONTENT YOU WILL
UNDERSTANDING THE DRIVING
FORCES OF COMMUNITIES
37
Rule of thumb
Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/
Quick results – B2B case study
+ 3 interview requests+ 45 newsletter subscribers+ 3 registered for Lisbon seminar+ 1 consulting engagement+ 2 inquiries for speaking
Attractor: Guiding people
http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
You need a content concept
for video channels too
Repurposing of content
• Think about how you can slice your main stories into multiple smaller stories
• Seed them successively
• Think
– Prelaunch
– Launch
– Postlaunch
11 questions to help you build
your content concept
Catches attention
Engages
Retains interest
Distributes
1. What general area of knowledge do we have that we can share?
2. What kind of expertise or even products can we give away?
3. What can we explain?4. What type of content from others can we
share with our audience?5. Who can we interview that would interest
our audience?6. What can we have fun with that isn’t a
disconnect from our brand or industry?7. What sensitive topics may we take
advantage of to engage discussion?8. What topics are off-limits?9. Who in our company connects with
customers most naturally?10. What is our capacity to produce content? 11. Our audience’s threshold to consume it?
© Michael Leander, 2010
44
45
2 areas of focus for your group exercise
1. Increase the sales of Green Tea
2. Get young people less than 26 years of
age to drink more tea and subsequently
establish preference for a Tapal brand
46
Group of 4’s assignmentPresent concept for the chosen brand & target audience, describing;
– What is the end goal of seeding content• How will the content seeded bring business to the brand• How would you measure that?
– What is the content concept• Topics, stories• Tone of voice• Pictures and /or video content
– Which delivery formats are going to be used– What is the intended frequency of seeding content in social
and email marketing respectively
Want to know more? Here’s what to do
• Come say hi & join the fun over at my Facebook page https://www.facebook.com/michaelleandernielsen
• Stay tuned for more content on Twitterhttp://www.twitter.com/michaelleander
• Join our CMO Group on Linkedin here http://www.linkedin.com/groups/Chief-Marketing-Officers-Exclusive-2268050
• If you missed the 7 points, send me an email to Michael@michaelleander.me