Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Traffic generation Björn Alberts

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Traffic...




Picture from Thewallpapers.com
...is not about
 anonymous numbers.
Picture from Meagcom-mc.com
It’s about
  ...is about
  curious people...
           people
Picture from Style.com

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

YouTube-Videos werden auf SlideShare nicht mehr unterstützt.

Original auf YouTube ansehen

Wird geladen in …3
×

Hier ansehen

1 von 192 Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Ähnlich wie Traffic generation Björn Alberts (20)

Anzeige

Weitere von bjornalberts.com (19)

Aktuellste (20)

Anzeige

Traffic generation Björn Alberts

  1. 1. Traffic... Picture from Thewallpapers.com
  2. 2. ...is not about anonymous numbers. Picture from Meagcom-mc.com
  3. 3. It’s about ...is about curious people... people Picture from Style.com
  4. 4. ...stopping by...
  5. 5. ...to fulfill a need. Picture from Therussianeducation.com
  6. 6. X Commercial traffic Non-commercial traffic
  7. 7. Have a strategy for both X Commercial traffic Non-commercial traffic
  8. 8. Picture from sz-solutions.com
  9. 9. Differ Searchable Distributed Shareable Backlinked Linkable
  10. 10. Traffic is only about digital marketing
  11. 11. t no Traffic is only about digital marketing
  12. 12. TVC drives traffic
  13. 13. ch TVC drives traffic ar se
  14. 14. Plan for it or #fail
  15. 15. Plan + be reactive with SEM Diagram is borrowed from Linda Hellqvist, Google. I have translated it and changed some colors.
  16. 16. From competitors retail store
  17. 17. Commercial traffic
  18. 18. Traffic put forward
  19. 19. You as a traffic source
  20. 20. E-mail
  21. 21. Incentives
  22. 22. Commercial traffic
  23. 23. You as a Traffic source
  24. 24. Where she look - You look
  25. 25. Non commercial traffic. How to catch?
  26. 26. 130 friends in average
  27. 27. 536 Likes
  28. 28. 70 000
  29. 29. Christmas + A book + Twitter =
  30. 30. +10% traffic & +20 % sign ups
  31. 31. Concept • Campaign in december • Starting with 200 followers • Competition: One christmas question/h • 3 first right answers wins • Prize: discounted year subscribtion • Bought a book with christmas facts • Created 600 questions • Scheduled tweets with TweetLater Result • 200 -> 4000 followers in 1 month • Increased PageRank thanx to tweets & blogposts • More than 10 % traffic increase • Sign ups increased 20 % Investment • Mainly on full-time employee during one month 2 months later • Super Bowl-campaign starts on Twitter • 30 % traffic increase • Thanx to a larger follower base
  32. 32. Source Mashable.com/2011/03/16/facebook-like-worth/
  33. 33. Source Mashable.com/2011/03/16/facebook-like-worth/
  34. 34. Bjornalberts.com – Best marketing blog in Sweden
  35. 35. Successful blogging
  36. 36. Picture from 10den.com
  37. 37. ”80 percent of searchers click on a natural result and 20 percent click on a paid listing” Stuart Small, Google at Great B2B Marketing Debate 2007 Source Technologyweekly.mad.co.uk 18th December 2007
  38. 38. A worldsure all Make that are looked at you do is marketing through findable search engines
  39. 39. Let’s kill some SEO myths Stoeln from The Louvre museum
  40. 40. • Search engine optimization is about secret strategies • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines • All links are good links that will help our ranking • Meta Keywords is very important
  41. 41. • Search engine optimization is about secret strategies • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines • All links are good links that will help our ranking • Meta Keywords is very important
  42. 42. • Search engine optimization is about secret strategies • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines • All links are good links that will help our ranking • Meta Keywords is very important
  43. 43. • Search engine optimization is about secret strategies • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines • All links are good links that will help our ranking • Meta Keywords is very important
  44. 44. • Search engine optimization is about secret strategies • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines • All links are good links that will help our ranking • Meta Keywords is very important
  45. 45. • Search engine optimization is about secret strategies • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines • All links are good links that will help our ranking • Meta Keywords is very important
  46. 46. • Search engine optimization is about secret strategies t! • Stuff your pages with keywords • It’s enough to have a lot of relevant content • One has to register the site at several search engines No • All links are good links that will help our ranking • Meta Keywords is very important
  47. 47. Picture from Liquorsnob.com
  48. 48. Social signals Picture from Blindfiveyearold.com. Follow that blog!
  49. 49. Make people react
  50. 50. Make people react
  51. 51. Why it fails Picture from demotivation.com
  52. 52. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  53. 53. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  54. 54. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  55. 55. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  56. 56. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  57. 57. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  58. 58. • Sprawling • Irrelevant • Impersonal • Undistinguished • Lack of passion • Estrange technology • Disregard the possibilities of the internet
  59. 59. • Sprawling l • Irrelevant • • • ai Impersonal Undistinguished Lack of passion #f • Estrange technology • Disregard the possibilities of the internet
  60. 60. Focus Picture from expresscertifications.com
  61. 61. • Choose your subject • Topical questions? Identify the keywords • Map who the key figures are • Map dominant companies and organizations • Map media companies • Delimitate
  62. 62. • Choose your subject • Topical questions? Identify the keywords • Map who the key figures are • Map dominant companies and organizations • Map media companies • Delimitate
  63. 63. • Choose your subject • Topical questions? Identify the keywords • Map who the key figures are • Map dominant companies and organizations • Map media companies • Delimitate
  64. 64. • Choose your subject • Topical questions? Identify the keywords • Map who the key figures are • Map dominant companies and organizations • Map media companies • Delimitate
  65. 65. • Choose your subject • Topical questions? Identify the keywords • Map who the key figures are • Map dominant companies and organizations • Map media companies • Delimitate
  66. 66. • Choose your subject • Topical questions? Identify the keywords • Map who the key figures are • Map dominant companies and organizations • Map media companies • Delimitate
  67. 67. s • Choose your subject • Topical questions? Identify the keywords • • • cuMap who the key figures are Map dominant companies and organizations Map media companies Fo • Delimitate
  68. 68. Listen
  69. 69. Listen in realtime with quality
  70. 70. Listen in realtime for free
  71. 71. http://bjornalberts.com/12-steg-for-att-bevaka-varumarket-i-social-media [In Swedish]
  72. 72. Writing Picture from Flickr.com/photos/ayumina/
  73. 73. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  74. 74. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  75. 75. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  76. 76. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  77. 77. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  78. 78. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  79. 79. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  80. 80. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation
  81. 81. • Stay on the subject of the blog • Quality before quantity – but quantity has a value • Better short than long in general • Attractive or descriptive headers • Short paragraphs • Give a positive general impression • Refer to other blogs and articles at media sites • Invite your audience to a conversation and ask for comments • Thank for comments and continue the conversation among the comments
  82. 82. Texts that get wings Picture from boomer-bloomer.com
  83. 83. Lis ts
  84. 84. ns io st ue bjornalberts.com
  85. 85. ws ie rv te bjornalberts.com
  86. 86. on ce pt s
  87. 87. Differ
  88. 88. ”Klout score has become so important that you need to score at least 50 to be called for an interview in Silicon Valley” Participant in panel discussion, Social Media World Forum, London March 2011
  89. 89. • A video blog? • A photo blog of your daily development as a marketer? • A series of interviews with authorities about a trending topic? • Blog battles about that topic? • Observations from the school of communications week 23? • Free your creativity!
  90. 90. • A video blog? • A photo blog of your daily development as a marketer? • A series of interviews with authorities about a trending topic? • Blog battles about that topic? • Observations from the school of communications week 23? • Free your creativity!
  91. 91. • A video blog? • A photo blog of your daily development as a marketer? • A series of interviews with authorities about a trending topic? • Blog battles about that topic? • Observations from the school of communications week 23? • Free your creativity!
  92. 92. • A video blog? • A photo blog of your daily development as a marketer? • A series of interviews with authorities about a trending topic? • Blog battles about that topic? • Observations from the school of communications week 23? • Free your creativity!
  93. 93. • A video blog? • A photo blog of your daily development as a marketer? • A series of interviews with authorities about a trending topic? • Blog battles about that topic? • Observations from the school of communications week XX? • Free your creativity!
  94. 94. • A video blog? • A photo blog of your daily development as a marketer? • A series of interviews with authorities about a trending topic? • Blog battles about that topic? • Observations from the school of communications week 23? • Free your creativity!
  95. 95. r • A video blog? • • • • • ffe A photo blog of your daily development as a marketer? A series of interviews with authorities about a trending topic? Blog battles about that topic? Observations from the school of communications week 23? Free your creativity! Di
  96. 96. Picture from personalbrandingblog.wordpress.com
  97. 97. http://www.youtube.com/watch?v=xVNDwIPpuzs
  98. 98. Access to ”The Thing” The interactive concept that constitute the core of this set-up. This is where you need to be creative!
  99. 99. PR, SEO & SEM (+other ads) On chosen keyword cluster Landing Page Adaptive to traffic source & language Sign up (or later in process) Use Facebook Single sign-on. It will increase registration with 30-200% Access to ”The Thing” The interactive concept that constitute the core of this set-up. This is where you need to be creative!
  100. 100. PR, SEO & SEM (+other ads) On chosen keyword cluster Landing Page Adaptive to traffic source & language Sign up (or later in process) Use Facebook Single sign-on. It will increase registration with 30-200% Access to ”The Thing” The interactive concept that constitute the core of this set-up. This is where you need to be creative! Incentives to convert Let the user perform in your interactive concept and Fun earn great incentives to convert in line with your business goals. Limited Important that this is the only way to get that great incentive! Price Time Embedded conversion Make it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
  101. 101. PR, SEO & SEM (+other ads) On chosen keyword cluster Virality Challenge / Invite friends Landing Page Are you up for it? Adaptive to traffic source & language Challenge your friends by e-mail! Don’t get greedy when creating this. Skip all that crap Sign up (or later in process) with importing addresses from social networks and Use Facebook Single sign-on. webmail as the default option. Make it simple! Just let It will increase registration with 30-200% the user add a few of the e-mail addresses on the top of their mind. Facebook News feed Access to ”The Thing” Feed the users Facebook News Feed with output from The interactive concept that constitute the core of this their interaction. If you do it right you can aim for 3 set-up. This is where you need to be creative! new visits generated by each user interaction on you site. That’s traffic! Tweets Incentives to convert Twitter is an ultimate tool for driving traffic. Enable for Let the user perform in your interactive concept and the user to Tweet! Create Tweets that are based on a earn great incentives to convert in line with your combination of output from user interaction with ”The business goals. Thing” and a challenge to the followers. Important that this is the only way to get that great incentive! Embedded conversion Make it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
  102. 102. The bloodstream of digital marketing PR, SEO & SEM (+other ads) On chosen keyword cluster Virality Challenge / Invite friends Landing Page Are you up for it? Adaptive to traffic source & language Challenge your friends by e-mail! Don’t get greedy when creating this. Skip all that crap Sign up (or later in process) with importing addresses from social networks and Use Facebook Single sign-on. webmail as the default option. Make it simple! Just let It will increase registration with 30-200% the user add a few of the e-mail addresses on the top of their mind. Viral Loop Facebook News feed Access to ”The Thing” Feed the users Facebook News Feed with output from The interactive concept that constitute the core of this their interaction. If you do it right you can aim for 3 set-up. This is where you need to be creative! new visits generated by each user interaction on you site. That’s traffic! Tweets Incentives to convert Twitter is an ultimate tool for driving traffic. Enable for Let the user perform in your interactive concept and the user to Tweet! Create Tweets that are based on a earn great incentives to convert in line with your combination of output from user interaction with ”The business goals. Thing” and a challenge to the followers. Important that this is the only way to get that great incentive! Embedded conversion Make it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
  103. 103. Take part Picture from amadeo.blog.com
  104. 104. A hub for communication
  105. 105. Another hub for communication
  106. 106. Comment on articles
  107. 107. Comment on other blogs
  108. 108. Converse in all channels
  109. 109. Converse in all channels
  110. 110. Spread
  111. 111. Tell by e-mail The blog post is done
  112. 112. Ping!
  113. 113. Or use: http://blogsearch.google.com/ping/RPC2
  114. 114. Social tools Picture from Time.com
  115. 115. Increase traffic
  116. 116. Picture from weareloremandipsum.com
  117. 117. A Twitter wave
  118. 118. A Facebook Page
  119. 119. Egen on other’s Post fanpage FB-pages
  120. 120. Egen fanpageown Adress your friends
  121. 121. Bilderna från Brago via Newsdesk.se
  122. 122. The digital brand sphere Other digital resources Monitor Other blogs RSS Delicious Digg Video Channels Twitter Podcasts Facebook Blog + Website Flickr GetSatisfaction WikiPedia Search Engine Result Pages
  123. 123. Promotion On site Off site estates Newsletter Images Relevant share options RSS Object Social Newsroom Movies core PR Services keyword RSS RSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS Documents Notifications LinkedIn Group Podcasts Related articles within keyword cluster RSS Other Blogs Applications Wikipedia Dominant
  124. 124. Promotion On site Off site estates Newsletter Images Relevant share options RSS Object Social Newsroom Movies core PR Services keyword RSS RSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS Documents Notifications LinkedIn Group Podcasts Related articles within keyword cluster RSS Other Blogs Applications Wikipedia Dominant
  125. 125. Promotion On site Off site estates Newsletter Images Relevant share options RSS Object Social Newsroom core Movies PR Services keyword RSS RSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS Documents Notifications LinkedIn Group Podcasts Related articles within keyword cluster RSS Other Blogs Applications Wikipedia Dominant
  126. 126. Digital plan arrangement Promotion On site Off site estates Newsletter Images Relevant share options RSS Object Social Newsroom core Movies PR Services keyword RSS RSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS Documents Notifications LinkedIn Group Podcasts Related articles within keyword cluster RSS Other Blogs Applications Wikipedia Dominant
  127. 127. Measure & learn Picture from imamuseum.org
  128. 128. Everything is measurable
  129. 129. New measurements
  130. 130. For instance • Number of ReTweets – indicates how interesting your post is • Number of comments – how engaging your writing is • Number of RSS-subscribers – indicates how many that are potentially interested in a relation
  131. 131. Posts (comments + trackbacks) = Conversation index
  132. 132. Be in control ReTweets Links
  133. 133. RSS-subscribers + = Control!
  134. 134. Mumbo jumbo Picture of Senator Harry Reid symolize the sceptical mid-aged boss
  135. 135. Traditional measurements
  136. 136. New measurement + Traditional measurement = Shows results by efforts in social media
  137. 137. Picture from Simpletom.co.uk
  138. 138. What about ordinary web stats?
  139. 139. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels?
  140. 140. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?
  141. 141. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What
  142. 142. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test
  143. 143. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test •Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails •Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits)
  144. 144. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test •Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails •Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page •Dynamic referring to traffic source •Offer •Call to action •Confidence •Disposition •Buying bullets •More information •Design •Small A/B-test •Go big with winner •Traffic by source •Bounce rate •Click through
  145. 145. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test •Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails •Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page •Dynamic referring to traffic source •Offer •Call to action •Confidence •Disposition •Buying bullets •More information •Design •Small A/B-test •Go big with winner •Traffic by source •Bounce rate •Click through Conversion completed Confirmation e-mail Ev. e-mail reminder •Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder Per traffic source: Per traffic source: Per traffic source: •Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  146. 146. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test •Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails •Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page Continuos work •Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a •Disposition •Buying bullets •More information •Design campaign starts when it’s launched. Then you should start monitor the •Small A/B-test performance and do frequent follow •Go big with winner ups and analysis. Based on conclusions •Traffic by source decide and implement changes and add •Bounce rate actions while the campaign is running. •Click through Conversion completed Confirmation e-mail Ev. e-mail reminder •Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder Per traffic source: Per traffic source: Per traffic source: •Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  147. 147. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? Virality • Special terms? • Design? • 3 buying (sign up) bullets? Exclusive offers ”not supposed to be spread” can sometimes • Campaign channels? get viral. Let them fly! On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test •Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails •Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page Continuos work •Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a •Disposition •Buying bullets •More information •Design campaign starts when it’s launched. Then you should start monitor the •Small A/B-test performance and do frequent follow •Go big with winner ups and analysis. Based on conclusions •Traffic by source decide and implement changes and add •Bounce rate actions while the campaign is running. •Click through Conversion completed Confirmation e-mail Ev. e-mail reminder •Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder Per traffic source: Per traffic source: Per traffic source: •Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  148. 148. Checklist for traffic driving Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? Virality • Special terms? • Design? • 3 buying (sign up) bullets? Exclusive offers ”not supposed to be spread” can sometimes • Campaign channels? get viral. Let them fly! On site Blog Twitter Facebook E-mail Other? •Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML •Text, graphic or video •Link ((bit.ly) •Fanpage or message What •Small A/B-test •Test and learn •Test and learn •Small A/B-test •Go big with winner •Go big with winner Test •Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails •Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page Continuos work •Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a •Disposition •Buying bullets •More information •Design campaign starts when it’s launched. Then you should start monitor the •Small A/B-test performance and do frequent follow •Go big with winner ups and analysis. Based on conclusions •Traffic by source decide and implement changes and add •Bounce rate actions while the campaign is running. •Click through Conversion completed Confirmation e-mail Ev. e-mail reminder •Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder Per traffic source: Per traffic source: Per traffic source: •Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  149. 149. Practice
  150. 150. Passion & hard work
  151. 151. Google: ”björn alberts”

×