hans-christian kock, kristeligt dagblad speaks @nordic growth hackers event #5
TRANSCRIPT
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How we work with Facebook to boost our business
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My passions
Subscription Sales Marketing Media Start-up Digital Consulting
Data, Data and data
CCO Kristeligt Dagblad
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Our Path Forward, New York Times 7/10 -2015
”Our organization was built for the print era and must now be redesigned for the mobile era”
… and we could say the same
Front Page October 1st 1896
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Our organization
• Aprox. 108 FTE
• More and more digital
• Data driven marketing
• Lead generation is a must
- Always in the lookout for more talents
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Content driven
Our Strategy:
• To provide purpose in our readers’ lives
• We want to deliver content that you can’t get anywhere else
• Our content: history, life in the modern family, books, classic culture, 3rd world, beliefs, health, philosophy, life as a senior, politics, opinion and much more…
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Prejudices
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The truth:Our 40.000 subscribers
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Our traditional marketing channels generates:
• less leads
• more expensive leads
• lower conversion rates
Our challenge: Find new ways to reach potential subscribers
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Why Facebook
• 25% of all internet traffic is on Facebook
• 3.5 mill. of all Danes have a Facebook Account
• 2.5 mill. Danes uses Facebook every day
• In average 14 times a day
From marketingland.com
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Using Facebook to reach new audiences
• Facebook prolong our acquisition funnel
• Our content is stronger than our brand
• Our brand gets stronger because of our content
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Value is created when people read
Content is much stronger than traditional commercial
Content kills traditional marketing
We use our content for commercial purposes and to expand our business
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We embrace Facebook
• Possibility of depth segmentation include gender, age, interests, education, geography, etc.
• High ROI on traffic campaigns (leads, advertising etc.)
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Segmentation +80 different Target Groups
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Jun-01
Jun-02
Jun-03
Jun-04
Jun-05
Jun-06
Jun-07
Jun-08
Jun-09
Jun-10
Jun-11
Jun-12
Jun-13
Jun-14
Jun-15
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Development in net-traffic - k.dk
Kilde: Unique Visitors,Gemius
+ 63 percent
Today we are a top 25 site in Denmark
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How do we use the traffic?
• We measure which content is best for lead generation
- it´s not a job for an Editor or a Journalist
- it´s a job for a data specialist
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Our homepage is much more than content
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It´s e-commerce
• You can messure whats best for your content – it´s not a job for an Editor or an Journalist
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Retargeting
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Our site as a Lead Generator
Janua
r
Februa
rMart
sAp
ril Maj Juni Juli
Augus
t
Septem
ber
Oktobe
r
Novem
ber
Decembe
r0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Leads from k.dk – accumulated 2014 vs. 2015
20142015
+ 342 percent
19.000 trials in 2015
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Not without problems
• Organic reach has decreased
• Time demanding
• Prices is going up – FAST
• The Facebook Algorithm - changes
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A short view on our growth – it is a great story
All time highest level of reach +850.000 every week
Growth in active subscribers
Growth in digital traffic
Improving retention
Growth in revenue
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Always looking for more digital people
Get in touch Hans-Christian Kock
Mail: [email protected]
linkedin.com/in/hckock