choqoa. marketing different
DESCRIPTION
the Choqoa marketing presentation as it was given on the ICTLoket event: "Wie maakt het verschil ten opzichte van de concurrentie via zijn website?"TRANSCRIPT
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OVER
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PASSIE, OBSESSIE, MISSIE
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My Passion
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My Passion
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Barhunter, evangelist + sharing & sales
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What I’m Doing With It
• Discovery Packs– Personal experience– Create connection
• Tasting Events– Share & Educate – Group Experience– Sense reactions– Create content
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EXECUTIONThe Big Idea
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What I’m Using to Promote It
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What I’m Doing With It
• Blog– Central content depot– Mediahub (flickr, youtube, widgets)– Syndicate content – Content management
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What I’m Doing With It
• Facebook– Personal account & FanPage updates (evolutie)– Exploring the limits of a network– Taggable content– Sharing & re-posting (from blog)– Local focus– Relationship management– Events
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What I’m Doing With It
• Twitter– Global focus– Open / though niche– Professional network– Live search & multiple responses
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Channel tactics phase 1
Content HostingLong formLong termClaim authorityGoogle Juice
(Flickr & YouTube – Reach & SEO)
Content DistributionShort formInstant & ResponsiveInstall NotorietyTraffic driverNetwork & people
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Channel tactics phase 2
Content DistributionShort formInstant & ResponsiveInstall NotorietyTraffic driverNetwork & people
Content HostingLong formLong termClaim authorityGoogle Juice
Content TaggingEvents & announcementsSemi InstantInstall PresenceProbing Network & people
Int’l audienceFood ProfessionalsContinuous Search & MonitoringLead generation
Local AudienceFoodiesTrack network fx (shared friends & RSVP’s)Personal Approach
Shopping lead & conversionNetwork effect
New local audience (geek)Customer servicePeople who are less on FB
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MOMENTS OF TRUTH
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What I’m Using to Promote It
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Examples
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Examples
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Examples
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Pray For ‘Social Currency’
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Examples
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What I’m Doing With It
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Examples
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Examples
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Mingle
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How my passion designs my business
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How my passion designs my business
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How my passion designs my business
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How my passion designs my business
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How my passion designs my business
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Monitoring
• Google Search + Alerts• Google Blogsearch• Facebook Search • YouTube embeds
• Tweetdeck (Live)– Personal streams (2)
– @Mentions & replies
– Live search (other than mentions)• Choqoa• Choqua• “chocolade”• Important brands
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LEARNINGS
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What I’m Using to Promote It
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A Ripple Effect
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The Good: it works!
• Direct contact with audience• Responsive contact (‘conversation’)• Deeper relations - though mostly swift
• ‘I found you through a friend’• Organic & spontaneous growth• Recommendations • Very few dropouts
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The Bad: it’s not free!
• Time consuming• But rewarding• Detect the limits of your (personal) network• Find & Adapt “tone of voice”• Try to fail!
• Email marketing to drive Fans
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The Ugly: no control?
• Network frequency & visibility– How many times do they visit facebook
– How swift do they check on Twitter
– How often do they look at their notifications
• Notification settings (email)• Appearance in News Stream
• Experimenting with blending channels• Create space to gain insights
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Lose Control vs. Loose control
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what
The Golden Circle
how
why
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www.Choqoa.comTwitter.com/ChoqoaFaceBook.com/Choqoa
Evert-Jan De [email protected]://www.linkedin.com/in/ejdekort