Digital tactics- How maximize digital channels

Sara Öhman@saraohman

Sara Öhman@saraohman

- Digital marketing - Do 110 kg in deadlifts

Advertising

E-commerce

Start-ups

Freelancer

Last time you talked aboutcustomer journeys

The goodThe evil

Marketer”I need to get this

message out!”

Interaction design”You need to teach

the user”

”Advertising is the tax you pay for not being remarkeble”

It’s all about setting up the conditions to get to be

remarkeble!

Mainstream Malin

Know-it-allKarl

ResponsibleRenata

PremiumPer

One community – Different personalities

How do you work with these different personalities?

Guide the user through the their

journey with content

Support your users in their journey

1. Get their interest

Resistance

Curiosity

Acceptance

2. Keep that interestExploration

Fading interest

3. Get their attention, engage and activate

Social acknowledgement

Co-creating

4. Reward themAcknowledgement of knowledge

What does YOUR playfield look like?

Digital tactics?

It begins withyour platform

Get as many people on board as possible

Your ownchannels

Earnedchannels

Paidchannels

Your platform

Your ownchannels

Social media

NewsletterSite

1. Timing

2. Call-To-Action

All you need to know about social media

Facebook Instagram Twitter

Communication Campaign related LifestyleJoin the

conversation

Targetgroup

AllInterest

based Community

Focus Offer Product Details

What? Well producedpictures and texts

Inspiration, back-stage and”Sneak-

peaks”Q&A

How? Call-to-Action Teaser Their level

Which channelsdo you use?

Don’t forget your newsletter!

Collect

Segment

Execution plan

Create as many relations as possible!

How do you do that?

”Rapid response”and monitoring

- Monitor keywords

- Be present and servethem with answers

Neverever,eversettle withyour own channels!

Earnedchannels

Social media

mentionsBloggersPress

1. Press release

2. Guest blogging

3.Working with blogs

/”influencers”

How to end up in other peoples channels

News wrothy

Story telling rather then product focus

Press platform(Ex. PR Newswire)

Press releases

Find your theme

YOU are important - Not your company

Links=SEO=GOOD!

Guest blog (Blogs/online media)

Seed your content at the right place!

BlogsSocial media

Forums FRIENDS

Where do we place the seeds?

#hashtags

1 % 9 % 90 %

Go for the 1 %Spend time on the 9 %

Get to know them!

Give them a ”blogging package”

Why? - Readers+SEO value

How to get bloggers to write about you

It’s allin the pitch!

Short

Personal

Valueoriented

Good bloggers pitch

E-mail still is your best friend

…and use Twitter!

Paidchannels

Social mediaads

AdvertorialsBanners

When you need to get the numbers rising

When should you use ads in your tactics?

Campaign related

If you have spend a lot of resources on your content

Boost with ads

”Native”-ads and”Advertorials”

- VeckoRevyn and DamernasVärld

Marketing automation?

Ads in social media

How do we get the channels to work together?

Get their attention Traffic drivers

ActivateConversion drivers

EngageRelationships drivers

Videos and pictures in social media pressreleases, infographics

Competitions,product guides and services

Loyalty programUser-guides

Communicate to convert

Your ownchannels

Earnedchannels

Paidchannels

What do we do?

Campaign 1 Campaign 2 Campaign 3 Campaign 4

On going activities

Why work with campaigns

• Build brand

• Drive traffic

• Get new followers

• Increase engagement

Creating synergies in your campaign flow

Campaign 1 Campaign 2 Campaign 3 Campaign 4

Goal:Increase engagement within own channels

Goal:Drive traffic to site/campaign site

Goal:Build brand

Goal:Get new followers

How to get viral?

First of all…

…is there such a thing as viral?

Seeding

Sourcing

Feedback

Beta Campaign Closing

Phases in working with campaigns

Phases in working with campaigns

Seeding

Sourcing

Feedback

Beta Campaign Closing

PR

Ads

PR

FB ad

Blog post

FBPost

IGPost

Blog post

FBPost

Press-release

Video

IGPost Nyhets-

brev

Working with

bloggers

Blog post

IGPost

FBPost

Video

IGPost

Banners Banners BannersBanners

Beta Campaign Closig

Campaign flow

Working with

bloggers

Working with

bloggers

=sales push

Alwaystry to

optimize!

If you don’t measure

You will never learn!

Your turn!Make a campaign plan in 8 step

1. What will be your next digital campaig?

Whereare yougoing?

2. What is the purpose of doing it?

Attract target group

Release a new product

Climb the search enginges

3. What topicswill you work with?

What can you tell about

Your business

The product

Your lifestyle

The business

The product

The lifestyle

4. How will you prioritizeyour activities?

We only get that much space..

Try to prioritize…

Draw your piechart

5. What material will be needed?

Inspirational pictures

Product photos

Product videos

Lifestyle pictures

Campaign sites

Infographics

Interviews

6. How much time will you have tospend on this campaign?

vs. goals

7. What colleagues will you involve?

Photagrafer

WriterPR-person

Media buyer

Web analytics

Developer

Webbmaster

AD

Photagrafer

WriterPR-person

Media buyer

Web analytics

Developer

Webbmaster

AD

Make sure you hire the right people!

PhotoDesign

CTAWriter

Analytics

8. Which channels should you use?

What will be yourplatform

ContactSara Öhman@saraohman

saraohman.com+46702047701

hey at saraohman.se