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Presentation at Berghs School of Communication about generating traffic.
Citation preview
Traffic...
Picture from Thewallpapers.com
...is not about anonymous numbers.
Picture from Meagcom-mc.com
...is about curious peopleIt’s about curious people...
Picture from Style.com
...stopping by...
...to fulfill a need.Picture from Therussianeducation.com
Commercial traffic Non-commercial traffic
X
Commercial traffic Non-commercial traffic
Have a strategy for both
X
Picture from sz-solutions.com
Differ Searchable Distributed
Shareable Backlinked Linkable
Traffic is only about digital marketing
Traffic is only about digital marketingnot
TVC drives traffic
TVC drives trafficsear
ch
Plan for it or #fail
Plan + be reactive with SEM
Diagram is borrowed from Linda Hellqvist, Google. I have translated it and changed some colors.
From competitors retail store
Commercial traffic
Traffic put forward
You as a traffic source
Incentives
Commercial traffic
You as aTraffic source
Where she look - You look
Non commercial traffic. How to catch?
130 friends in average
536 Likes
70 000
Christmas+
A book+
Twitter=
+10% traffic&
+20 % sign ups
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
Source Mashable.com/2011/03/16/facebook-like-worth/
Source Mashable.com/2011/03/16/facebook-like-worth/
Bjornalberts.com – Best marketing blog in Sweden
Successful blogging
Picture from 10den.com
”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
A world that are looked at through search engines
Make sure all marketing you do is
findable
Let’s kill someSEO myths
Stoeln from The Louvre museum
• 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
• 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
• 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
• 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
• 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
• 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
• 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 importantNot!
Picture from Liquorsnob.com
Picture from Blindfiveyearold.com. Follow that blog!
Social signals
Make people react
Make people react
Picture from demotivation.com
Why it fails
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet
• Sprawling
• Irrelevant
• Impersonal
• Undistinguished
• Lack of passion
• Estrange technology
• Disregard the possibilities of the internet#fail
Picture from expresscertifications.com
Focus
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• Delimitate
• Choose your subject
• Topical questions? Identify the keywords
• Map who the key figures are
• Map dominant companies and organizations
• Map media companies
• DelimitateFocus
Listen
Listen in realtime with quality
Listen in realtime for free
http://bjornalberts.com/12-steg-for-att-bevaka-varumarket-i-social-media
[In Swedish]
Picture from Flickr.com/photos/ayumina/
Writing
• 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
• 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
• 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
• 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
• 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
• 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
• 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
• 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
• 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
Picture from boomer-bloomer.com
Texts that get wings
Lists
bjornalberts.comQuestions
bjornalberts.comInterviews
Concepts
Differ
”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
• 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!
• 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!
• 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!
• 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!
• 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!
• 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!
• 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!Differ
Picture from personalbrandingblog.wordpress.com
http://www.youtube.com/watch?v=xVNDwIPpuzs
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
PR, SEO & SEM (+other ads)On chosen keyword cluster
Landing PageAdaptive 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!
PR, SEO & SEM (+other ads)On chosen keyword cluster
Landing PageAdaptive 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 convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake 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.
FunLimited
PriceTime
PR, SEO & SEM (+other ads)On chosen keyword cluster
Landing PageAdaptive 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!
Challenge / Invite friendsAre you up for it?
Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and
webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top
of their mind.
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake 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.
Facebook News feedFeed the users Facebook News Feed with output from
their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you
site. That’s traffic!
TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a
combination of output from user interaction with ”The Thing” and a challenge to the followers.
Virality
The bloodstream of digital marketingPR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing PageAdaptive 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!
Challenge / Invite friendsAre you up for it?
Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and
webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top
of their mind.
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake 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.
Facebook News feedFeed the users Facebook News Feed with output from
their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you
site. That’s traffic!
TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a
combination of output from user interaction with ”The Thing” and a challenge to the followers.
Virality
ViralLoop
Picture from amadeo.blog.com
Take part
A hub for communication
Another hub for communication
Comment on articles
Comment on other blogs
Converse in all channels
Converse in all channels
Spread
The blog post is done
Tell by e-mail
Ping!
Or use:http://blogsearch.google.com/ping/RPC2
Picture from Time.com
Social tools
Increase traffic
Picture from weareloremandipsum.com
A Twitter wave
A Facebook Page
Egen fanpagePost on other’s FB-pages
Egen fanpageAdress your own friends
Bilderna från Brago via Newsdesk.se
Search Engine Result Pages
RSS
Monitor
Other digital resources
Video Channels
Podcasts
Flickr
Delicious Digg
GetSatisfaction
WikiPedia
Blog + Website
Other blogs
The digital brand sphere
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Digital plan arrangement
Measure & learn
Picture from imamuseum.org
Everything is measurable
New measurements
• 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
For instance
Posts (comments + trackbacks)
= Conversation index
Be in control
ReTweets Links
RSS-subscribers
+ = Control!
Mumbo jumbo
Picture of Senator Harry Reid symolize the sceptical mid-aged boss
Traditional measurements
New measurement+
Traditional measurement=
Shows resultsby efforts in social media
Picture from Simpletom.co.uk
What about ordinary web stats?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Text or HTML•Message, link•Fanpage or message
•Message in Tweet•Link ((bit.ly) What•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Text or HTML•Message, link•Fanpage or message
•Test and learn
•Message in Tweet•Link ((bit.ly)
•Small A/B-test•Go big with winner
•Test and learn TestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Small A/B-test•Go big with winner
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Checklist for traffic driving
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
Practice
Passion & hard work
Google:”björn alberts”
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