digital performance bergen 27.04.16 casepresentasjoner
TRANSCRIPT
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Driving Business Performance
#DigitalBergen
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Platou Sport & Skibaluba Høsten 2015 Heidrun Reigstad
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Målsetning
• Tiltrekke publikum "l Skibaluba i Bergen, Stavanger, Ålesund og Molde.
• KostnadseffekAv digital markedsføring
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Facebook målgrupper
Custom AudienceFans av Platou Sport
Venners venner
Bergen, 18-60år
Interesser: Ski & Snowboard
Remarketing
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Annonser
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Google Gmail + SØK + Display
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RESULTATER
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Innsiktsanalyse
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Målgrupper og budsjeDering
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10 ANNONSE-‐
VARIASJONER
2 UKER
1 MÅLGRUPPE
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a
e d g
c
f
j i
h
b
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Op"maliseres på lenkeklikk
0
5000
10000
15000
20000
25000
30000
35000
40000
0,00 %
0,50 %
1,00 %
1,50 %
2,00 %
2,50 %
3,00 %
Rekkevidde
CTR
Annonse
A Annonse
B Annonse
C Annonse
D Annonse
E Annonse
F Annonse
G Annonse
H
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UTordring: • Øke antall salg • Kostnadseffek"visere markedsføringen • Begrenset ressurser • Begrenset markedsbudsjeD.
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Teasing Lansering Inspirasjon Visualisering Hard sale
Kommunikasjonsplan
Lanseringsdato 2 uker før 1 mnd. eDer 2 mnd. eDer 3 mnd. eDer
Kanal
Kanal
Kanal Kanal
Kanal
Forklaring For eksempel karusell annonser og bruk av bilder som inspirerer moDaker og informerer for å få moDaker "l å finne ut mer om des"nasjonen. 2 annonser pr kanal
Forklaring For eksempel karusell annonser hvor moDaker kan visualisere seg selv på reisemålet (gjerne POV bilder) (medium sale) 2 annonser pr kanal
Forklaring Annonser som fokuserer på prak"ske elementer som pris, avreisedato, bes"llingsfrist etc. Annonser som oppfordrer "l å bes"lle NÅ! 2 annonser pr kanal
Forklaring Bilder og grafisk innhold som ”avduker” det nye reisemålet med ”ballonger og staffasje”. 1 annonse pr kanal
Forklaring Man teaser publikum om at en ny og spennende tur snart blir lansert. 1 annonse pr kanal
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Resultater
• Ca. 20% klikkrate (CTR) på Gmail kampanjene.
• Av disse er det ca. 15% som
klikker seg videre.
• Vi betaler mellom 0,5kr "l 1,5kr per klikk.
Gmail 48 %
Facebook 30 %
E-‐post 15 %
Direkte 5 %
Annen 2 %
FÆRØYENE
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Resultater
• Ca. 20% klikkrate (CTR) på Gmail kampanjene.
• Av disse er det ca. 15% som
klikker seg videre.
• Vi betaler mellom 0,5kr "l 1,5kr per klikk.
Gmail 20 %
Facebook 60 %
E-‐post 15 %
Direkte 4 %
Annet 1 %
CRUISE PÅ DONAU
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Økt salg
Svært kostnadseffek"vt
Smart bruk av ressurser
Smart bruk av markedsbudsjeDet
87% Økning i omsetning
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Kavli ønsket flere kvalifiserte søkere "l s"llingen som Innkjøpsdirektør Konsern.
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U]ordringen
• Kun moDaD 25 søknader så langt.
• Deadline for s"lingen nærmet seg.
• Kostnadseffek"vitet. “
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Det var utarbeidet en klar kompetanseprofil
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Selskap Industri
Størrelse
Kjønn Utdannelse
Geografi
Grupper
Jobb titler
Senioritet Stillingsfunksjon
Alder
Ferdigheter
Studie-‐retning
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LinkedIn Sponsored Updates
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Nordmenns daglige bruk
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016
Daglig brukerfrekven
s
80 % er inne daglig
Ipsos 1. kvartal 2016
7 % er inne daglig
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Målgruppestørrelser
46 %
29 %
8 %
7 % 5 % 3 %
2 %
Utdannelse -‐ Engelsk profil
Ferdigheter -‐ Engelsk profil
S"llingsfunksjon -‐ Engelsk profil
Utdannelse -‐ Norsk profil
S"llings"Del -‐ Engelsk profil
Ferdigheter -‐ Norsk profil
S"lligsfunksjon -‐ Norsk profil Store målgrupper basert på utdannelse og ferdigheter.
61.000
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Norske LinkedIn brukere
27 %
73 %
NORSK
ENGELSK
1.162.000 brukere i Norge
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Hva er ferdigheter?
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Annonsevisninger vs. klikkrater
0,00 %
0,50 %
1,00 %
1,50 %
2,00 %
2,50 %
3,00 %
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Ferdigheter -‐ Engelsk profil
S"llings"Del -‐ Engelsk profil
S"llingsfunksjon -‐ Engelsk profil
Utdannelse -‐ Engelsk profil
Ferdigheter -‐ Norsk profil
S"lligsfunksjon -‐ Norsk profil
Utdannelse -‐ Norsk profil
Visninger
Klikkfrekvens
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Nøkkeltall
252% ØKNING I ANTALL
KVALIFISERTE SØKNADER
1,63% GJENNOMSNITLIG
KLIKKRATE
63 NYE KVALIFISERTE SØKERE
3.000,-‐ ANNONSEBUDSJETT
316 ANNONSEKLIKK
19.848 ANNONSEVISNINGER
0,3 – 0,5% BENCHMARK PÅ
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”LinkedIn annonseringen sto for en klar økning i innsendte relevante søknader”, Kari MeDe Gausdal Selle, HR Rådgiver, O. Kavli AS
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Takk for i dag!
#DigitalBergen