inspiration finland 070911
DESCRIPTION
Inspiration och introduktion för stort FMCG-företag i Finland. September 2007.TRANSCRIPT
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bjornalberts.com
Moi!
September 2007, Finland
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bjornalberts.com
• 1.5 miljoner finländare är online varje dag
• I genomsnitt är finländare online 32 timmar per månad
• 2012 kommer 1 miljard att konsumera film på nätet
• Svensk detaljhandel omsatte 11.8 miljarder på nätet
Omvärlden
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bjornalberts.com
• Det skapas 120 000 nya bloggar varje
• 74 % av 20 - 29-åringarna handlar på nätet
• Annonsering i “sociala nätverk” väntas öka 274 % i år
• Nätannonsering i Europa ökar 18 % om året t.o.m 2010
Källor: PTS, HUI, Forrester Research, Sifo Media, eMarketer, Aftonbladet, PriceWaterhouseCoopers
Omvärlden
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Gula tidningen
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bjornalberts.combjornalberts.com
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bjornalberts.com
Executive summary
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bjornalberts.com
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Social media
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bjornalberts.com
Cisco
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bjornalberts.com
Mash-ups
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Rich media
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bjornalberts.com
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bjornalberts.com
Social networking
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bjornalberts.com
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bjornalberts.com
The web site is deadDistribution is the path
The user is king
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Sprite Yard
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Jones Soda
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bjornalberts.com
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bjornalberts.com
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bjornalberts.com
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bjornalberts.com
Startsidan
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Mätbarhet
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bjornalberts.com
Är 100 000 sidvisningar/dagett mått på en lyckad site?
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bjornalberts.com
Mät mål,inte sidvisningar!
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Öka konverteringsgradFörbättra användbarhet
Identifiera nya erbjudanden
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Key Performance Indicators
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bjornalberts.com
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bjornalberts.com
Vad tjänar Arla på att sälja 5 dl Kelda tomatsoppa och 250 gr Keso?
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bjornalberts.com
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bjornalberts.com
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Vad är kostnaden för ett 5 minuters telefonsamtal till supportgruppen?
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bjornalberts.com
Vad vill ni att era besökare ska göra?
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Konventering
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bjornalberts.com
Konventering
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bjornalberts.com
Användbarhet
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bjornalberts.com
Användbarhet
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bjornalberts.com
Hitta nya erbjudanden!
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bjornalberts.com
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bjornalberts.com
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Marknadsföring & kampanjer
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E-post
Sökmotorer
BannersDirekt trafik
????
?
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bjornalberts.com
• Vad vill vi att våra besökare ska göra?
• Hur ska vi nå vår målgrupp?• Hur får vi vår målgrupp att utföra den önskade aktiviteten?• Vad fungerar? Vad fungerar inte? Hur blir vi bättre?
Slutsatser
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Reklamrevolutionen
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bjornalberts.com
• Från 32 minuter till 53 minuter per dag - oavsett ålder, kön och geografi.
• Internetannonsering +32,8%
• Över 4 miljarder 2007
• Idag 11,5% av hela reklamkakan
• Störst under 2008!
Rakt upp på nätet!
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I mobil och tv-spel
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The audience is not listening
any more.
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bjornalberts.com
The audience acts. And you must listen.
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bjornalberts.com
• Användarna har makten över reklamen!
• Varumärket helt i händerna på användarna.
• Användarna vidareutvecklar, styr och skapar reklamen.
• Hjälp till, ge användarna verktygen.
Användargenererad reklam
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Mastercard
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Current.tv
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Chevrolet Tahoe
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Buzzador
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Vem är avsändaren?
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Några som lyckats…
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…och misslyckats?
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Sloggi
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bjornalberts.com
• Sökmotormarknadsföring, exempelvis AdWords
• Videoreklam , exempelvis YouTube
• Buzzmarketing, viraler och mun-till-mun, exempelvis Buzzador
• Sociala nätverk
• Egna applikationer, mash-ups och widgets
• Prisjämförelsesajter
• Rankingar och consumer intelligence
Mer än kampanjsajter och banners
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Årets reklambyrå!
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bjornalberts.com
• Tänk alltid på sökmotorerna!
• Integrera budskapet.
• Bli samtalspartner.
• Existera på kundens arena.
• Var äkta.
• Nischa dig.
• Mät och analysera.
Digitalt framgångsrik
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• Tags
• Feeds
• Widgets
• Mash-ups
• Rich media
• Distribution
• Social media
• Social networks
• Stop shouting, start a conversation
Kom ihåg!
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Kiitos!