3. Традиционный маркетинг
Исходящий маркетинг - процесс информирования потребителей о
ценности продукта/услуги с целью продажи этого продукта/услуги
• Продать
продукт/услугу
• Подталкивать
• Прерывающийся
• Деньги
4. НОВЫЙ МАРКЕТИНГ
• Привлечь внимание
аудитории
• Втягивать
• Разрешение
• Время
Входящий маркетинг - маркетинговые усилия, главная задача которых -
привлечь посетителей, а не передать исходящие сообщения потребителям
8. СТРАТЕГИЯ СОЗДАНИЯ КОНТЕНТА
Знайте свою аудиторию
• Какие проблемы клиенты
пытаются решить?
• Что он или она должны больше
всего?
• Какую информацию они ищут?
www.buyerpersona.com
Ma hew Richards
Male/Female | 55+ | Beaufort +50 mi. | Re red
ONLINEINSIGHTS: 50,000 Facebook users, 9,000 Linkedin users
PAIN:
• Knee or Hip pain/injury
• Lack of ac vity, can’t enjoy lifestyle
• Don’t want to be a burden or lose
independence
• Not enough me for recovery
• What if it makes it worse
• Need to wait as long as I can
• It’s so major, I’m worried about recovery
• I want the best of the best
USE:
• Joint replacement surgery
• Other forms of ortho surgery
• Use of Navigator & First Mate
• Personal “VIP/Concierge” experience
• TJ tracking & outcomes & specializa on
• Device life expectancy
• Minimally invasive (anterior &par al), plan = no
surprises
• Specialized staff
INTERESTS: Running in Beaufort/Lowcountry, golf, tennis, boa ng, fishing, shopping, travel, volunteerism,
vitamins & supplements, military, weight loss, healthy diet
Total Joint
CONTENT STRATEGY/Joint Pain: symptoms, remedies, causes
24. ПРИМЕР ИЗ ПРАКТИКИ
Больница
Подписчиков= 2,200
Data from Facebook, January – March 2014
Больница
Вовлечение = 2,200
Охват аудитории= 235,000
Количество просмотров=
672,500
26. ПРИМЕР ИЗ ПРАКТИКИ
Газета
Подписчиков= 61,000
Data from Facebook, January – March 2014
Газета
Вовлечение= 692,000
Охват аудитории= 4,400,000
Количество просмотров =
32,500,000
27. ПРИМЕР ИЗ ПРАКТИКИ
USA Today
Подписчиков= 2,300,000
USA Today
Вовлечение= ???
Охват аудитории= ???
Количество просмотров = ???
28. RESOURCES
• Animoto
• Visual.ly
• Infogram
• Piktochart
• oDesk
• Constent Content
Social Media Tools
• Social Mention
• Tweet Reach
• Twitter Counter
• Klout
• Storify
• Shortstack
Content Development
Mass communications
On or offline
Traditional channels
Now new channels as well
Compelling content
Easy to find online
Social channels
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
Personas are fictional representations of your ideal customers based on data about demographics & online behavior, along with educated speculation about their histories, motivations & concerns.
Based on those profiles, you can outline the pains, needs, and challenges of each persona by asking yourself several important questions such as:
VK & Facebook
Personal
Entertainment
Education
SEO
Twitter
Ongoing conversation
News
Entertainment
SEO
Instagram
Pinterest
Virtual pin board for images
Content resource
Increase click through rates
SEO
YouTube
Video publishing and following
Content resource
Increase CTR’s
SEO (2nd largest search engine)
Google+
SEO
Ultimate goal is to utilize channels to drive website traffic
GIVE: Offers, discounts, deals or contests that everyone can benefit from, not just one sub-group of your friends
ADVISE: Tips, especially about problems that everyone encounters; for example, how to get a job or how to beat the flu
WARN: Warnings about dangers that could affect anyone
AMUSE: Funny pictures and quotes, as long as they’re not offensive to any group
INSPIRE: Inspirational quotes
AMAZE: Amazing pictures or facts
UNITE: Join together to achieve or do something
Go to Slideshare
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
Local hospital results from January through March 2014
Impressions – контакт аудитории со средствами рекламы, впечатление, показ
Local hospital results from January through March 2014
Local hospital results from January through March 2014
Local hospital results from January through March 2014