2. >>
CE
O
SA
FACEM
ASTAZI?
ADMINISTRATIVE
• Reminder
programari
cursurile
care
urmeaza
• Intrebari
si
raspunsuri
curs
search
marke7ng
+
remarke7ng
CURS
• Tipologii
de
marke7ng
bazat
pe
content,
comunita7
si/sau
direct
response
• email
marke7ng/permission
e-‐marke7ng
• content
marke7ng
• blogging
• video/photo
content
• retele
de
socializare
• affiliate/referral
marke7ng
3. >>
DETALII
ADMINISTRATIVE
• Cursul
dureaza
intre
2:00
–
2:30
• Luam
o
pauza
de
10
minute
pentru
relaxare/fumat
dupa
prima
ora
+30min
• Pagina
de
Facebook
à
GO
Comunicare
Online
• Grup
de
mailing
à
Google
Groups
• Intrebari,
teme,
exerci7i
– Intrebarile
sunt
permise
in
orice
moment
al
cursului
– Fiecare
curs
are
la
final
o
tema
care
este
“due”
pana
in
dimineata
zilei
ANTERIOARE
cursului
– Fiecare
curs
are
un
studiu
de
caz
– Studiile
de
caz
prega7te
VOLUNTAR
de
studen7
se
premiaza
cu
car7
de
la
Editura
Curtea
Veche
5. >>
PERMISSION/EMAIL
E-‐MARKETING
• Tipologie
de
marke7ng
care
se
bazeaza
pe
transmiterea
de
informa7e
direct
catre
un
consumator
despre
care,
in
teorie,
se
s7u
informa7i
de
7p
PID
(adresa
de
email,
adresa
fizica,
etc)
sau
de
targetare
specifica
• Varieta7
– email
marke7ng
– sms
marke7ng
– newsleZering
– [social
media]
group/community
crea7on
6. >>
PERMISSION/EMAIL
E-‐MARKETING
• email
marke7ng
– bazat
pe
premisa
ca
adresa
de
email
a
fost
ob7nuta
direct
de
la
si
cu
acordul
des7natarului
– porneste
de
la
premisa
unei
adresari
directe
si
personalizate
– presupune
op7unea
adresantului
de
a
interac7ona
direct
cu
expeditorul
• tehnologie
– construc7a
si
mentenanta
unor
baze
de
date
(adrese)
– procesul
de
trimitere:
server
whitelis7ng,
expeditori
autoriza7,
SPAM
– reguli
de
ob7nere
a
acordului
de
folosire
a
adreselor:
Directva
13
a
UE
(2002)
si
C-‐SPAM
Act
SUA
2003
• coordonate
de
op7mizare
de
baza
• metrice
si
analiza
7. >>
PERMISSION/EMAIL
E-‐MARKETING
• email
marke7ng
• tehnologie
• coordonate
de
op7mizare
de
baza
– structura
unui
e-‐mail
promo7onal:
subject
line,
email
body,
call
to
ac7on,
ac7on
buZons
• subiect
line:
hZp://kb.mailchimp.com/ar7cle/best-‐prac7ces-‐in-‐wri7ng-‐email-‐subject-‐lines
• email
body:
structura
presetata
(hZp://emailmarke7ngdigest.com/newsleZer-‐
structure.html)
si
focus
pe
segmentarea/segregarea
informa7ei
in
zone
clar
delimitate
(
hZp://www.mailvivo.co.uk/the_perfect_email_newsleZer_structure.html)
• call
to
ac7on/
ac7on
buZons
• metrice
si
analiza
8. >>
STUDIU
DE
CAZ
• hZp://magazin.unic.com/
en/2012/07/11/
redesigned-‐coop-‐
newsleZers-‐have-‐clearly-‐
increased-‐success
9. >>
PERMISSION/EMAIL
E-‐MARKETING
• email
marke7ng
• tehnologie
• metrice
si
analiza
– marimea
listei
de
adrese
–
list
scrubbing/
reinnoirea
listelor
– rata
de
livrare
(deliverability
rate)
– rata
de
deschidere
– rata
de
clickthrough
– rata
de
conversie
– rata
de
unsubscribe/
spam
report
10. >>
PERMISSION/EMAIL
E-‐MARKETING
• Marke7ng
catre
grupuri
sau
comunita7
inchise
–
Facebook
groups,
discussion
boards
etc
• teore7c
nu
necesita
decat
permisiunea
de
a
accesa
acel
grup
• prac7c
permite
o
interac7une
extrem
de
limitata
si
controlata
cu
grupul
in
ches7une
– DISCLOSURE
-‐
mesajele
pot
fi
transmise
NUMAI
dupa
precizarea
dimensiunii
lor
publicitare
– RELEVANCE
-‐
mesajele
nu
pot
fi
pur
publicitare
si
trebuie
sa
aiba
legatura
cu
subiectele
discutate
– FREQUENCY
-‐
freceventa
mesajelor
nu
poate
sa
fie
prea
mare
11. >>
CONTENT
MARKETING
• Content
markeCng
is
any
marke7ng
format
that
involves
the
crea7on
and
sharing
of
media
and
publishing
content
in
order
to
acquire
customers.
This
informa7on
can
be
presented
in
a
variety
of
formats,
including
news,
video,
white
papers,
e-‐books,
infographics,
case
studies,
how-‐to
guides,
ques7on
and
answer
ar7cles,
photos,
etc.
Content
marke7ng
is
focused
not
on
selling,
but
on
simply
communica7ng
with
customers
and
prospects.
The
idea
is
to
inspire
business
and
loyalty
from
buyers
by
delivering
"consistent,
ongoing
valuable
informa7on".
• Content
marke7ng
cauta
sa
ob7na:
– un
canal
alterna7v
de
comunicare
a
informa7ilor
despre
produsul
adver7zat
– un
canal
MAI
IEFTIN
de
comunicare
– strangerea
unei
comunita7
de
oameni
interesa7
de
mesajul
companiei
– reducerea
costurilor
cu
comunicarea
– cresterea
“spa7ului”
acordat
comunicarii
despre
companie/produs
– relevanta
in
motoare
de
cautare
12. >>
LOCURI
UNDE
FACEM
CONTENT
• Bloguri/siteuri
– bloguri
de
companie
• se
fac
numai
daca
se
pot
intre7ne
cu
adevarat
cu
con7nut
relevant
• se
dezvolta
dupa
aceleasi
principii
ca
orice
alt
blog
(vezi
slideurile
urmatoare)
• dezvolta
comunita7
si
fac
uz
de
aceleasi
instrumente
de
viralizare
ca
un
blog
personal
– bloguri
ale
altor
autori
cu
care
facem
parteneriate
(link
exchange,
blog
roll,
guest
pos7ng,
blogver7sing,
featured
product,
brand
ambassadorship)
• Plahorme
de
video
sharing
– canal
de
companie
vs
parteneriat
cu
un
canal
de
producator
independent
– 7pologie
de
con7nut
de
promovare:
tutoriale,
unboxing,
best
of,
extreme
trials,
Q&A,
demo,
etc
• Plahorme
de
social
sharing
(fie
ele
text
sau
foto)
• oriunde
altundeva
putem
J
13. >>
BLOGURI
(best
pracCces)
• Plahorma
potrivita
• Design
unic
si
customizat/
customizabil
(NB:
versiune
mobil)
• O
tema7ca
evidenta
si
diligenta
in
argumentarea
postarilor
• Search
engine
friendliness
• Frecventa
postarilor
• Plug-‐inuri
si
extensii
ajutatoare
• Comunitate
–
de
bloguri
si
a
blogului
– interac7une
-‐
raspunsuri
la
comentarii,
intrebari,
moderarea
selec7va
a
comentariilor
– implicarea
ci7torilor
in
con7nutul
blogului
– cross-‐promo
cu
al7
bloggeri
– evenimente
de
profil
14. >>
VIDEO
CONTENT
(best
pracCces)
• www.youtube.com/crea7veplaybook
• www.youtube.com/user/sortedfood
• delimitarea
clara
a
unei
audiente
• dezvoltarea
unui
competente
clare
si
vandabile
• durata
si
frecventa
postarilor
• calitatea
tehnica
a
materialului
• comunitatea
16. >>
AFFILIATE/REFERRAL
MARKETING
• Referral
markeCng
is
a
method
of
promo7ng
products
or
services
to
new
customers
through
referrals,
usually
word
of
mouth.
Such
referrals
ojen
happen
spontaneously
but
businesses
can
influence
this
through
appropriate
strategies.
• Affiliate
markeCng
is
a
type
of
performance-‐based
marke7ng
in
which
a
business
rewards
one
or
more
affiliates
for
each
visitor
or
customer
brought
by
the
affiliate's
own
marke7ng
efforts.
The
industry
has
four
core
players:
the
merchant
(also
known
as
'retailer'
or
'brand'),
the
network
(that
contains
offers
for
the
affiliate
to
choose
from
and
also
takes
care
of
the
payments),
the
publisher
(also
known
as
'the
affiliate'),
and
the
customer
18. >>
DIFERENTE
+
BEST
PRACTICES
• afilierea
este
o
forma
mai
tehnologizata/organizata
de
referral
marke7ng
• afilierea
permite
celor
care
“raspandesc”
mesajul
despre
produs/brand
sa
o
faca
folosind
orice
instrumente
de
marke7ng
cunoscute
• referral
marke7ng
presupune
ca
mesajul
va
fi
transmis
direct
si
personal
• afilierea
este
un
sistem
de
“externalizare”
a
procesului
de
vanzare
catre
numerosi
“mini
marketeri”
• referral
marke7ng
presupune
crearea
unei
retele
de
“ambasadori”
ai
produsului
• BEST
PRACTICES
– credibilitatea
produsului
si
a
re-‐marketerului
– comunitate
– masurare/analy7ce
