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