Download - Online PR & Branding
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Amsterdam, November 27th 2012
Online PR & Branding MarketingFacts Updates | Amsterdam, 2 April 2013 Harold Reusken, Specialist Social Media & PR/Senior Press Officer @ING NL
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Introductie 1
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The Usual Suspects
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Memory Lane 2
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SAIL 2010
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Storytelling
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Storytelling - inspiratie
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Storytelling - vervolg
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Storytelling: strip
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• Invulling sponsoring succesvolle combina6e tussen integra6e, innova6e en crea6e, gebruik makend van owned, paid en earned media.
Owned Paid Earned
Stripboek 200.000 st. verspreiden in kantoren
Samenwerking Vrouw
Online: blogs/red./social
Eiland in 3D ING.nl/sail Samenwerking Telegraaf
Online: blogs/red./social
Armin’s Sailtrack ING.nl/sail Online: blogs/red./social
Radio 538 Live op ING Pirateneiland
Non-spot actie Radio, Online: blogs/red./social
Pirateneiland& landmark
ING Pirateneiland en Schaeferbrug
TV, Dagbladen, online: red/social
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Strategie – owned, paid & earned
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SAIL 2010
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SAIL 2010
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SAIL 2010
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Bekendheid / Waardering
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Hoogtepunt van SAIL 2010
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Middelen inzet 4
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Inzet van middelen
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Meten / KPI’s 5
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Framework
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Set relevant KPIs according to your specific
objec6ves
Interpret Social media KPIs
against exis6ng KPIs
Include 4 key dimensions
when measuring Social Media
Track trends and changes in
the Social Media
landscape
How do we know if we are successful ?
Measure what really maUers !
Contextualize Social Media
Reach, engagement, sen6ment and
NPS
Have proper tracking in
place
Leading criteria for measuring
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Engagement score (last 30d)
12,8 interac6ons per thousand Fans (X comments + X likes + X posts / X fans)
NPS ING Webcare Team NL +28 vs. NPS Customer Service Department (Complaints
Department, CKA) -‐8
107.000 likes Reach
Sen6ment
Engagement
NPS Sen6ment factor 0,31
Measuring
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Samenvattend 5
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02-‐04-‐2013
Samenvattend:
Contentmarke6ng & Online PR is het al oude storytelling. Niets nieuws onder de zon. Toets je verhaal aan de volgende vragen:
• Is het nieuw? Doorbreekt het de conven6e? • Is het relevant? • Sluit het aan op de actualiteit? • Is er sprake van een conflict, stellingname of controverse? • Is het een nieuwe/vernieuwende vorm van communica6e?
Gedraag je als een medium. Kijk daarbij goed naar inzet van paid, owned en earned. Zorg dat je online en offline op elkaar afstemt. Stem je middelen inzet goed af op je doelstellingen en doelgroep.
1
2
Meet je inspanningen, je ac6viteiten. Zorg ervoor dat je het ook kunt meten.
3
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Harold Reusken | ING Nederland @haroldreusken [email protected]
Vragen? 6
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