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Paid, Owned & Earned Digital Media?
The Digital Marke7ng Mix
Earned Media
Owned Media
Paid Media
Owned Media: Your Web Site
Earned Media: Your Social Media
Paid Media: Google AdWords
What are your objec7ves?
Digital Objec7ves
Awareness?
Music & Merchandise
Sales?
Adop7on?
Fan Rela7onships?
What ac7on do want them to take?
Digital Calls to Ac7on
Register?
Contact?
Download?
Purchase?
Subscribe?
Explore?
The RACE Methodology
REACH People
Wherever they are
ACT Achieve
Interac7on
CONVERT Based on Call to Ac7on
ENGAGE Through Time
Responsive Web Site Design
Content Management System
SEO, In a nutshell
Page Coding • Code all pages to conform to SEO best prac7ce • Enable Search Engines to find and catalogue the informa7on in the web pages more effec7vely
Keywords • Keyword Research • Enrich site copy with keywords and keyword density • Inject keywords into page 7tle, meta tags, etc
Link Building • Search Engine Submissions • Directory Lis7ngs • Ar7cle Submissions, Blog Posts, Blog Comments, etc
Google Analy7cs
• Analy7cs tell you how visitors found your site and how they interact with it.
• Analy7cs compares the behavior of visitors who were referred from digital adver7sing, keywords, search engines, and emails, giving valuable insight into how to improve your site's content and design.
• Google Analy7cs is one of the most popular globally, and free to use.
Unique Visitors
Making Sense of YOUR Content
• Is comprised of images, graphics, copy (text), video, audio, documents, etc.
• Has to be developed and/or repurposed for the target users to achieve maximum impact.
• Brevity is key due to users “scanning” rather than “consuming” it all.
• Regular content updates ensures con7nuous engagement.
• Accuracy, relevance and context are important.
The Next BIG Thing: Content Marke7ng
• Content marke7ng is a marke7ng technique of crea7ng and distribu7ng relevant and valuable content to a`ract, acquire, and engage a clearly defined and understood target audience – oben with the objec7ve of driving profitable ac7ons.
Content Marke7ng: RedBull Stratos
Viral (Content Marke7ng)
• Viral marke7ng refers to marke7ng techniques that use pre-‐exis7ng social networks and other technologies to produce increases in brand awareness or to achieve other marke7ng objec7ves (such as product sales) in a self-‐replica7ng manner
• It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks in the form of video clips, interac7ve games, advergames, ebooks, brandable sobware, images, text messages, email messages, or web pages.
Viral Marke7ng: Gangnam Style
Key insights on Content Marke7ng
• Success comes from commidng to the hard work (RedBull Stratos took 7 years to put together)
• BIG, consistent ideas that move YOUR “TRIBE” • Brands are now publishers as well as marketers (RedBull Stratos achieved over US$ 120M in equivalent ad spend brand visibility)
• Use the “hub and spoke” approach to leverage YOUR brand content across ALL available digital plajorms (fish where the fish are, wherever it is, Mobile, Facebook, Twi`er, etc).
(Hub and Spoke) Content Marke7ng
YOUR BRAND
Consumer Engagement
Twi`er
YouTube Google
Mobile
Web Site
Blog
Tradi7onal VS Social Media
Tradi&onal Media
Adver7ser creates the content
Educa7ng
Focused on the brand
Message repe77on
Monologue
Brand in control
Social Media
User generated content/co-‐crea7on
Influencing/involving
Focused on the audience/adding value
Adap7ng the message
Dialogue
Audience in control
Social Media: Rules of Engagement
Listen
Par7cipate
Facilitate
Generate Buzz
Develop Community
5 success factors for social media
Create something permanent for post campaign:
Campaigns are 7me sensi7ve–create something that can last aber the campaign finishes e.g. Youtube video, photo collage, applica7on
If your campaign messaging is consistent with brand/product, then it has longevity
Engage your audience and make the campaign fun:
Reason to par7cipate (offers, games, challenges, puzzles) Give them something to remember, share and talkabout
5 success factors for social media
Encourage Conversa7ons online and offline
Empower the community by engaging them in conversa7on People who have knowledge can help create a level of connec7vity with other current and poten7al customers via word of mouth
Requires collabora7on with members of the community
People like to be part of something Members who are involved will usually be generous in sharing informa7on with others within their network
Consistency of message with the brand/product
Social Media Dos and Don’ts Dos
• If possible, update your fans before the media, or at least at the same 7me
Post regular updates.
• Always reply in an individual manner Provide
customer service
• Or let users know you will be in touch with an answer soon
Answer ques7ons within less than 3 days
Engage with the community – dialogue with
them
Don’ts • Always acknowledge the fans efforts to engage Ignore comments
or ques7ons
Fail to update community on major offline ac7vi7es
• Communica7ons should be adapted to their medium, one size doesn't’t fit all
Use social media to broadcast the
same communica7ons
than offline
Mobile Marke7ng
• Over 90% of all phones in Africa are mobile. • At the end of 2011, Africa had 650 mobile subscribers. At the end of 2012, this number will rise to 735 million
• Kenya now has approximately 30 million mobile subscribers – 75% mobile penetra7on
• Mobile accounts for over 98% of ALL Internet subscrip7ons in Kenya – this trend is consistent in most of Africa.
Sources: GSMA and the Communications Commission of Kenya
“Mobile” is highly fragmented
Call Call/Text GPRS/EDGE WAP
Bluetooth QR Code Email GPS 3G
Mobile Apps WIFI Email
Augmented Reality 4G/LTE
brands
The reality is that as much as 90% of mobile internet usage in Africa is done over low-‐cost feature phones that typically have GPRS/EDGE speeds. The most popular mobile internet device from research is the Nokia 1680 Classic
The inexpensive Huawei IDEOS kicked off Kenya’s smartphone revolu7on 2 years ago as hundreds of thousands of units sold. Android is the fastest growing smartphone OS in Kenya. Smartphones are less than 10% of ALL mobile internet usage in most of Africa.
Africa has become a global hotspot for mobile app developers on feature phones and smartphones. However, the reality is that Africa is a very nascent mobile app market with reach oben being less than 5% of total mobile internet traffic.
7 Keys to Content Marke7ng
Brands are now
Publishers
Content needs to be
GREAT
Content MUST have a purpose
Great ideas and crea7ve lead the way
Data is the founda7on for great content
Storytelling binds content
together
Strategy and commitment
is key
Digital Distribu7on: iTunes
Digital Distribu7on: Spinlet
Digital Distribu7on: IroKing.com
Independent Mone7za7on: Gumroad
Independent Mone7za7on: Mdundo
Thank You!
Moses Kemibaro Dotsavvy Limited No. 25 Duplex Apartments Upper Hill Road, Upper Hill, Nairobi tel: +254 (20) 8077108/9 email: [email protected] twi`er: @dotsavvy web: www.dotsavvyafrica.com