Download - Social Commerce Björn Alberts 2011
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Social Commerce
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Bjornalberts.com – Best marketing blog in Sweden
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Social Media,inget att brysig om
Bild på Senator Harry Reid får illustrera skeptikerna
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Goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
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Source Trendrr.com
Fakta
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Source Mediacurves.com
Fakta
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Source Mediacurves.com
Fakta
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Source Mediacurves.com
Fakta
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Högst upp på sidan 2bland sökresultaten på en varumärkessökning– 10 månader efteråt
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"Nothing is local anymore. That's the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.” Domino's spokesman Tim McIntyre
Att skada varumärken går fort
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Att reparera varumärken tar tid
”Extremt svårt. Det här gör vi inte på 12 månader. Det tar snarare 3–5 år.”
Vattenfalls kommunikationsdirektör Elisabeth Ström svarar på frågan om de har ett svårt arbete framför sig efter höstens kris, SvD 2010-01-08
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Den marknad vi agerar påDigitala kanaler
Social media
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Den marknad vi agerar påDigitala kanaler
Social mediaäroch...i en mobil device
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By Brian Solis & JESS3
”Social Media”
By Brian Solis & JESS3
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”Social Media”
By Brian Solis & JESS3
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WikiPedia≠
Facebook ≠
YouTube≠
Twitter≠
Blogg
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Stortavla≠
Radio ≠
Print≠
TV≠
DM
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Bild från Stockholm.se
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Bild från Stockholm.se
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Bild från Stockholm.se
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Bild från Stockholm.seBild från Steadyhealth.com
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Innehåll från sociala kanaler dyker upp här. Var finns er produkt?
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Portal>Sök>Social Media
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Vi söker inte längre efter nyheter. Nyheterna hittar oss...
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Tendenser finns till att vi inte längre kommer att söka efter produkter...
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De kommer att finna oss via sociala kanaler
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Social Commerce
Bild från Bawaal.com
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Att nyttja skiftet
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Social Commerce?
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”...is about customers having the means to interact with one another in order to make better buying decisions”Bill Zujewski, atg.com
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...att tjäna pengar på att lösa folks problem på deras villkor.
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Möta förändratbeteende
Tidigare outnyttjad potential
The Long Tail
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Det andra gör
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Blogg
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Socialt kompetent site
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Video
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Näst mest inflytelserika
vinkritikern i USA
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Lyhörd
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Bild från Glamour.se
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Elin KlingSopies fashion
HusligheterNymodigheter
MargretC’est chicYtligheter
BlackmarketPamela Bellafesta
...
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Passion
Bild från Sportsillustrated.cnn.com
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130 friends in average
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536 Likes
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70 000
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+50%
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Källa: http://developers.facebook.com/connect.php
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1. Kina2. Indien3. +670 000 000 4. USA5. Indonesien6. Brasilien
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4 240 00047 %51 %
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Kampanj
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Annonsera för applikationen (inte erbjudandet)
Fokusera på rolig eller nyttig interaktivitet
Stimulera till återbesök
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Jul+
Bok+
Twitter=
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=+20 % registreringar
& +10% trafikökning
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Koncept
•Kampanj i december• Utgångsläge: 200 followers• Tävling: en julrelaterad fråga / timme• De tre första att svara rätt vinner• Vinst: rabatterat årskonto• Villkor: måste ha konto hos NameCheap• Köpte en julbok för att kreera frågor• Totalt drygt 600 frågor• Schemaläggning genom TweetLater
Resultat
• 200 -> 4000 followers på 1 månad• Ökad PageRank tack vare stort antal Tweets och blogginlägg• Mer än 10 % ökad trafik• Domänregistreringar upp 20 %
Kostnad
• Huvudsakligen en person heltid i en månad
2 månader senare
• Super Bowl-kampanj på Twitter• Ökade trafiken med 30 % • Tack vare större follower-bas
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Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Checklista för marknadsföring i fria kanaler
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
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Varumärken & tid som affärsmodell
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Mobilt
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”PC-Internet är en andrahandsfråga”Eric Schmidt, CEO Google
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Vi är mobila & aktiva
Källa: https://www.facebook.com/press/info.php?statistics
Av Facebooks 500 670 miljoner medlemmar använder 200 250 miljoner (40%) Facebook aktivt via mobila enheter
• De är dubbelt så aktiva som övriga aktiva användare
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Källa: https://www.facebook.com/press/info.php?statistics
Av Facebooks 500 670 miljoner medlemmar använder 200 250 miljoner (40%) Facebook aktivt via mobila enheter
De är dubbelt så aktiva som övriga aktiva användare
Vi är mobila & aktiva
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Källa: Social Loco conference 2011
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Källa: Social Loco conference 2011
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Källa: Social Loco conference 2011
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3D-print
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Bild lånad från Switched.com
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Ett digitalt blodomloppPR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing PageAdaptive to traffic source & language
Sign up (or later in process)Use Facebook Single sign-on.
It will increase registration with 30-200%
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
Challenge / Invite friendsAre you up for it?
Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and
webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top
of their mind.
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
Facebook News feedFeed the users Facebook News Feed with output from
their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you
site. That’s traffic!
TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a
combination of output from user interaction with ”The Thing” and a challenge to the followers.
Virality
ViralLoop
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bjornalberts.com
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Ta hjälp från de som kan
1
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Lyssna
2
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Attraktivt innehåll
3
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Flera format
4
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Sökoptimerad site
5
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Socialt kompetent site
6
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Distribuera innehåll & bygg relationer
7
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Analysera
8
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Omfördela budget
9
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Kompetent reklam
10
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Särskiljande Sökbart Distribuerat
Delbart Inlänkat Länkbart
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