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

… deeply personal

www.lumosity.com

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