Anders Ostund - Digital Marketing for CEOs - Digital Marketing Circle

  • Andres worked Launching (CEO) online tickets marketplace. 50+ hours a week in online marketing.
  • New means to get messages.
  • Fun, Easy, Cheap - not a question to be or not to be.
  • A content cycle
  • Digital Marketing Cycle
    • Create
      • You Create content
        • you create same content, but use it in many places.
      • You Recycle content
        • use other people created content in your channels.
    • Communicate
    • Interact
    • Analyze
    • Adapt
  • What do we want?
    • (apple iphone 5s page) - three messages
    • landing page
    • three clicks - same message
    • we want to deliver ONE message
      • focus of the communication
  • Make somebody who is online come find you and become your client
    • channeling people towards your page
    • where to pick people
    • how to drive them to a page?
      • linkedin
      • social group
      • when application for smartphone take over internet
      • etc.
  • Where do we find people?
    • popular websites know they can annoy their viewers with ad messages (splash pages)
      • they cost alot
    • search results - text ads. adwords.
      • by doing this you would learn how to structure your page/information
    • Newsletters - How do you write them?
      • you collect data, but you don't use it
      • how do you collect?
      • go through your contacts, create a newsletter, write about something interesting you have done.
      • include a call for action! (look at video, download software, do something)
      • find some newsletters and see how they have done it.
    • Social bases. Six most important (in Ukraine). Same content you could write in newsletter.
      • linkedin
        • company pages and groups
        • 17k people in "Friday Kiev" group
        • mostly English
      • twitter
        • connect to linked in worst case
      • facebook
      • Vkontakte
        • younger audience.
        • russian / ukrainian language
      • youtube
        • video advertising
      • google+
    • Table has several legs
      • (A picture of table with four legs and two shelves.)
      • When people get likes on facebook (or newsletter) they relax.
      • The more legs the table have - the more channels you use - the better results you would have.
      • Cross connect your channels
      • The same story told in different forms for different audiences.
        • the people would like to hear the story in their language
        • Elle online - publishing the story of how we create a story. Online content about shooting a fashion session.
    • Online presence FRiDAY
      • Facebook
      • LinkedIn
      • Twitter
      • Google+
      • VK
      • Pinterest
      • Flickr
      • Vimeo
      • Youtube
      • Tumblr
      • Slideshare
      • Wikipedia
      • Foursquare
      • Instagram
      • There would always be new interesting places to be present.
    • How you do it?
      • Process
      • Endurance
      • Patience
      • Reinteration
    • A good landing page
      • Mailchimp -> sign up free. - several links -
      • Call for action
  • How you make people stay on your page
    • we want to make our page interesting
    • a landing page leades you to another landing page
    • people always want to get more information
    • get adapted landing pages for different categories of people - same message comes back
    • Offer alternatives for everybody
      • collect client data
      • get contact details - in any case. have a name a email saved -> maillist
      • same on events - collect business cards - write people back
    • Common mistakes for digital marketing
      • No endurance
        • you won't be the king of the internet first day - don't leave it up
      • Tunnel vision
        • say to the same message
      • Under qualified staff
        • never ever make junior employee manage relationship with clients!!!
      • no understanding of the client
        • miscommunicate
  • What about your company! you can do things and cheap!!!
    • newsletters
    • blogs online
    • competitions
    • product shows
    • daily work
    • photos
    • videos
  • You can
    • We have to go online
    • We can do it
    • We can afford it
    • We all have content
    • Worst case you can try again tomorrow

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