Paid, Owned & Earned Media Seminar - Tenk som en publisher! SpareBank 1, Christian Brosstad
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Transcript of Paid, Owned & Earned Media Seminar - Tenk som en publisher! SpareBank 1, Christian Brosstad
![Page 1: Paid, Owned & Earned Media Seminar - Tenk som en publisher! SpareBank 1, Christian Brosstad](https://reader033.fdocuments.us/reader033/viewer/2022042513/554c1615b4c905f1518b4d6b/html5/thumbnails/1.jpg)
Tenk som en publisher POEM-seminar Oslo – 13.05.14 Christian Brosstad, Kommunikasjonsdirektør - @chrisbros – tlf +47 970 80 686
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Vi opplever store endringer akkurat nå…
@chrisbros
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Medier 2014 (15-29 år)
Facebook 63 % Facebook - 82 %
NRK 1 TV 62 %
TV2 55 %
VG Nett 46 % VG Nett - 55 %
NRK P1 37 %
Youtube 20 % YouTube - 50 %
Snapchat 17 % Snapchat- 37 %
Instagram 16 %
Twitter 8 %
TNS Gallups undersøkelser Familie & Medier og Interbuss http://www.kampanje.com/medier/article7274897.ece
- Most important news source = Internet - Radio is very stable - Less TV, more streaming
Daglig dekning Medievaner i endring…
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YouTube er størst blant unge mellom 18-34 år – månedlig rekkevidde 92%
65%
74% 69%
65%
42% 39% 44% 45%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Kilde: YouGov og YouTube
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Og alt er mobil! Det foregår en ”stille revolusjon” i bank- og forsikringsbransjen
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Dette stopper ikke: 70 % av generasjon Y vil ta i bruk mobilbanken først - ikke nettbanken eller bankkontoret! @2015/Gartner
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@chrisbros
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Vi har stor trafikk i våre digitale kanaler
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@chrisbros
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Mobilbankdøgnet
@chrisbros
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Hvem konkurrerer vi med om folks oppmerksomhet (og tid)?
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@chrisbros
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@SaraBeautyCorner Channel En av Norges raskest voksende YouTube-kanaler
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@chrisbros
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Og hvem stoler vi egentlig på?
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@chrisbros
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Hvem stoler forbrukerne på?
Stoler på anbefalinger fra venner og familie (opp 18% fra 2007)
Stoler på vurderinger/ reviews på nettet
(opp 15% fra 2008)
Stoler på reklame på TV (ned 24% fra 2009)
Kilder: Nielsen, April 2012 og http://zocalogroup.com/
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@chrisbros
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4 T
an
ke
r @chrisbros
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Men først 3 andre ting…
@chrisbros
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RELEVANT Bedrifters største utfordring er å være:
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How did we loose the customer with all that content?
“Most companies’ content is dry and useless” - Kristina Halvorson, Brain Traffic
@chrisbros
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Ønsker du forandring, se utenfor egen bransje
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Fremtidens helter: Tallknusere og historiefortellere
@chrisbros
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1. På vei til å bli en publisher?
@chrisbros
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Spa
reBan
k 1s
nyh
etsh
ub –
fas
e 1
Innholdsplattformen – nyhetshub’en
Publikum (kunder og potensielle kunder)
Hjemmesider, nettbank og mobilbank - Kjøpsprosesser og kundeservice og søk
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Vår sosiale forside på nyhetshub’en Samler info fra våre sosiale profiler + #sparebank1
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Redaksjonelle flater Målet er å skape og publisere attraktiv innhold for å tiltrekke og beholde kunder • Pull mer enn push. Vi ønsker at folk skal komme til oss • Underholde, utdanne og gi råd først – selge etterpå • Vi snakker ikke om produktene, men konteksten • Vi må ha en redaksjonell tilnærming • Dette er pågående aktiviteter og ikke kampanjer
@chrisbros
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Vår sjekkliste for godt innhold ü Enkelt, uventet, konkret, troverdig, følelser og historiefortelling
ü Vi lager fantastiske overskrifter og bruker alltid bilder eller video
ü Vi er fokuserte på temaene våre
ü Vi hjelper folk visuelt med sine kjøpsbeslutninger
ü Vi bygger tillit ved at vi svarer og viser “social proof”
ü Vi har struktur på innholdet: korte setninger og avsnitt, bruker mellomtitler, punkter og lister
ü Vi gjør det enkelt å dele alt innhold
ü Vi tenker på søkemotoroptimalisering
ü Vi har riktig “tone of voice”
@chrisbros
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Men samtidig er nyhetene - kjapp, kjapp, kjapp!
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@chrisbros 640x640 piksler - Your video can be 3-15 seconds long.
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Utfordringer for virksomheter 1. Å tenke som en publisher - koble deg til omgivelsene 2. Å gi det som brukerne vil ha - da engasjerer de seg også 3. Å gi innholdet en OMG-faktor eller RAR-faktor – være modig 4. Å unytte den trafikken man allerede har
@chrisbros
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2. Tenk øyeblikkskommunikasjon ”Kampanjer kommer og går. Historier lever videre”.
@chrisbros
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Gi råd og hjelpe først
Kundeservice først -
innovasjon gjennom å lytte – kreativitet gjennom passion
Øyeblikks- kommunikasjon Prosess – kontinuerlig – relevant Real-time – vær forsiktig med
newsjacking
@chrisbros
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En av de beste publisher’ne jeg vet om….
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@chrisbros
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3. Tenk visuelt
@chrisbros
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• 6 milliarder timer med video sees hver måned • 100 timer med video lastes opp hvert minutt • 40 % ser video på mobiltelefonen • 18-54 åringer
@chrisbros Kilde http://www.youtube.com/yt/press/statistics.html
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@chrisbros
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@chrisbros
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4. Tenk lekent
@chrisbros
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Verdens første ”rene” mobilbank…
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@chrisbros
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@chrisbros
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#GEInstaWalk Invited 6 Instagram fans to the factories
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• ”Snackable news” • Relevance: Connect to news stories
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• Focus on inspiration and helping people
• ”Fix in six” on Vine • Cooperate with the best
Vine'rs
https://vine.co/Lowes
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@chrisbros
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Bob Thacker: Be entertaining, inspiring and enlightening.
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Takk for oppmerksomheten! Christian Brosstad, mob. 970 80 686
@chrisbros