F5sessie Ewald Smits
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Transcript of F5sessie Ewald Smits
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Tell me, and I will forget Show me, and I will remember
Involve me, and I will understand
“ F5-‐sessie Lubbers & De Jong Juli 2013, Ewald Smits
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Ewald Smits
Ondernemer Creatief directeur
Marketing
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Management Team
MAGAZINE • 80.000 OPLAGE • 10 X PER JAAR
WEB • 200.000 Uniek P/M • 600.000 PAGEVIEWS • 48.000 NIEUWSBRIEFABO’s
MOBIEL • 10.000 DOWNLOADS IPHONE-APP • 3.000 IPAD-ABO’s
EVENTS • MT500: Top event voor zakelijk NL • 600 BEZOEKERS
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Sprout
MAGAZINE -‐ 80.000 oplage -‐ 9 X per jaar -‐ ‘Entrepeneurial life’
ONLINE -‐ 100.000 unique -‐ 300.000 pageviews -‐ 27.000 nws. brief
MOBIEL -‐-‐7.000 IPAD SUBSCRIBERS
EVENT -‐CHALLENGERDAY -‐5TH EDITION -‐600 VISITORS
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Omzetontwikkeling
2009 2010 2011 2012 2013
Adver`sing Advertorials Content Marke`ng
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B2B
Pub
lishi
ng
Adv
erte
erde
r w
enst
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Traditionele marketing #fail
NIET
• On/off
• One way / push
• Product centric
• Fragmenta`on
• Inconsistency
WEL
• On going
• Two way dialogue
• Client/problem centric
• Focus
• Consistency
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Mediakeuzes
Paid
Earned
Owned
Adverten`es/advertorials/branded channel, tv-‐commercial sponsoring, billboards, etc
Free publicity, Facebook-‐likes, Twifer-‐followers, virals, etc.
Corporate website, eigen magazine, events/seminars, blog, videochannel, domein-‐website (ikgastarten.nl), etc.
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Nieuwe mediamix
Earned
Owned
Paid
Impact
Controle
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Korte vs lange termijn
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Contentmarketing
Content marke`ng is the art of communica`ng with your customers
and prospects without selling. It is non-‐interrup`on marke`ng. Instead
of pitching your products or services, you are delivering informa`on
that makes your buyer more intelligent.
The essence of this content strategy is the belief that if we, as
businesses, deliver consistent, ongoing valuable informa`on to buyers,
they ul`mately reward us with their business and loyalty.
Joe Pullizi co-‐authored Get Content, Get Customers and is first and foremost a content marke`ng evangelist. He began using the term “content marke`ng” back in 2001. Joe founded the Content Marke`ng Ins`tute (CMI) the leading online and event resource for content marke`ng. CMI is responsible for producing Content Marke`ng World, the largest content marke`ng event in the world, as well as the leading content marke`ng magazine, Chief Content Officer.
“
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Wat is het nut van CM?
→ Verhoogde merkbekendheid § Meer zichtbaarheid op relevante plekken
→ Autoriteit afzender § Specifiek kennis etaleren leidt tot thought leadership op specifieke domeinen
→ Loyaliteit doelgroep § Need to know informa`e bindt doelgroep § Vergroot kans op peer-‐to-‐peer aanbevelingen
→ Conversie § Umfeld voor leadgenera`on en transac`e
Branding
Reputa`e
Binding
Sales
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Bereiken Inspire & excite
Binden Educate & enable
Ac`veren Convince & convert
Doelen
Domein / thema Inspireren en prikkelen met unieke contentproposi:e
Subthema’s Conten;ormule met meerdere redac:onele pijlers
Redac`onele items Interviews, columns, how to’s, blogs, nieuwsitems
Producten / diensten Produc:nfo en call for ac:on: koop, vraag op, abonneer, etc
Content
Onze aanpak
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Ikgastarten.nl
04-‐07-‐13 17
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(04-‐07-‐13) Slide 18
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Vraag Rabobank
RB: Hoe bereiken wij de doelgroep die nadenkt over het starten van een eigen bedrijf? → Managers → Schoolverlaters → Vakspecialisten → Etcetera
04-‐07-‐13 Slide 19
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Antwoord RB
Creëer een portaal waar starters nieuws en achtergronden vinden en noem dat ikgastarten.nl
04-‐07-‐13 Slide 20
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Versie 1
04-‐07-‐13 21
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November 2010
→ Bizz en zibb.nl gaan stoppen → Elsevier is niet de mkb-‐kenner (content) → Rabo vermoedt dat er meer te halen is → Vraag: willen jullie de content voor igs.nl gaan doen?
→ Ons antwoord: Ja, graag!
04-‐07-‐13 Slide 22
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Eerst continueren
→ Eerste stap: doorgaan op de weg die is ingeslagen § Content maken
→ Slim op`maliseren § SEO § Ac`va`e verbeteren
→ Leren, aanpassen en concept op`maliseren
04-‐07-‐13 Slide 23
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Gewenste propositie
→ Dé startplek voor mensen die nadenken over het starten van een eigen bedrijf
→ Gewenste gebruikersfunc`es: § Inzicht – hoe werkt het ? § Advies – hoe moet het? § Nieuws – wat is er aan de hand? § Herkenning – hoe doen anderen het?
04-‐07-‐13 Slide 24
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Ultieme contentmix
04-‐07-‐13 Slide 25
Nieuws → Urgent → Inspirerend
Naslag/howto → Prak`sch → Rijk aan `ps
Tools → Hulpmidde-‐
len, reken-‐modules
Blogs/experts → Columns → Experts
nieuws
naslag
blogs & experts
tools advies
inzicht
herkenning
nieuws
100 %
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Resultaat
04-‐07-‐13 Slide 26
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Ikgastarten: the game
04-‐07-‐13 27
€ Internet Doelgroep portaal
Eigen website
50.000 uniek/mnd 10.000 uniek/mnd
100% 20%
Branding / merk laden Prospects/leads Omzet
MT
Sprout
SEA
Twifer
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Ontwikkeling
04-‐07-‐13 28
RB MTMG Nieuwe site
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Activatie
04-‐07-‐13 Slide 29
In de content
Call to ac`on
Kennis
Service
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Wat doen wij?
→ Sitebouw → Site-‐op`malisa`e (seo) → Content + ac`va`e → Social Media (twifer) → Nieuwsbrief
→ Rabo heey 1 pm die zich 1 dag/wk met igs.nl bemoeit
04-‐07-‐13 Slide 30
KPI’s • Unieke bezoekers • Pagina’s / bezoek • Doorkliks naar r.nl • Nieuwsbriefabo’s
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Lessons learned
→ Stem contentportaal en eigen website minu`eus op elkaar af (meetbaarheid)
→ Maak contentkalender op basis van communica`e-‐agenda opdrachtgever
→ Zet alle middelen (seo, sea, socmed, print, bannering) integraal in om doelstellingen te bereiken
04-‐07-‐13 Slide 31
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10x rule ‘Thousand-‐percent improvement requires rethinking problems enDrely, exploring the edges of what’s possible, and having
a lot more fun in the process’
Larry Page
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Culture eats strategy
for breakfast
Peter Drucker
“
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Dank voor uw aandacht!
Juli 2013 Ewald Smits