Online Communication Efficiency and ROI
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Discover 6 easy tips that will help you to get the maximum out of your digital communication. Optimize your paid media and owned media approach of the Internet in order to generate online visibility and improve your digital ROI.
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![Introduction: 5 wrong ideas about Internet Communication 1) If you advertise on the Internet, will it generate buzz? ,[object Object],Online Buzz = Great creative idea + highly engaged consumers + media budget to support your marketing campaign.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Online Communication Efficiency and ROI
- 6. Introduction: 5 wrong ideas about Internet Communication 5) Is it easy to communicate efficiently on the Internet?
- 14. 6 Tips to Improve the efficiency of your online communication
- 15. 6 Tips to Improve the efficiency of your digital Investment Average banner CTR in Russia: 0.2% (2010) Tip 1. The longer the better. Tactical vs. Strategic Approach Global display advertising efficiency: Tactical Approach Short-terms approach consisting of placing ads to create a peak of visibility to leverage immediate business results. Strategic Approach Middle / long-terms approach consisting of optimizing continuously your approach to grow your results. The online visibility of the brand growth linearly.
- 18. Behavioral targeting. (CPC)
- 21. More relevant for web users.
- 22. Test distinct call-to-action.
- 23. Great possibilities for optimization. Reduce bounce rate and increase your traffic conversion.
- 24. 6 Tips to Improve the efficiency of your digital Investment Tip 4. Always push web users to action. Call-to-action Increase conversion and engagement Call-to-action buttons main purpose is to get a visitor to your site to do something: Adding a product to their shopping cart, purchase, subscribe to your newsletter … The efficiency of these buttons can be increased: Creating a sense of urgency (Order NOW) Being more specific about the call to action Offering incentives (10% discount, free trial) Optimizing the Design & location
- 25. 6 Tips to Improve the efficiency of your digital Investment Tip 4. Always push web users to action. Examples of online call-to-action Web banners: Website: Tweets: Facebook:
- 26. 6 Tips to Improve the efficiency of your digital Investment Tip 5. Help your visitors to advertise for you. Sharing Buttons Forward Share Follow
- 27. 6 Tips to Improve the efficiency of your digital Investment Tip 5. Help your visitors to advertise for you. Social Integrations Vkontakte Comment Window: Facebook Widget: Facebook Button display ads:
- 28. 6 Tips to Improve the efficiency of your digital Investment Tip 5. Help your visitors to advertise for you. Social Integrations
- 29. 6 Tips to Improve the efficiency of your digital Investment Tip 6. Monitor and analyze your results constantly. Data Measurement On site analytics Off site analytics Social analytics
- 30. Case Study. TheOld Spice Man campaign. Earned Media Results Owned Media Paid Media Offline advertising campaign: Youtube promoted video:
- 31. Case Study. TheOld Spice Man campaign. Earned Media Results Owned Media Paid Media Online advertising campaign: Youtube promoted video: Web banners:
- 32. Case Study. TheOld Spice Man campaign. Earned Media Results Owned Media Paid Media Response campaign: 185 videos filmed and published within 2 days
- 33. Case Study. TheOld Spice Man campaign. Earned Media Results Owned Media Paid Media Brand’s Website:
- 34. Case Study. TheOld Spice Man campaign. Earned Media Results Owned Media Paid Media
- 35. Case Study. TheOld Spice Man campaign. Earned Media Results Owned Media Paid Media Offline PR: Celebrities involvement: Parodies:
- 39. 02Conclusions For more information, you can read: Marketing in the groundswell book includes three core chapters that focus on market research, marketing, and spreading word-of-mouth among your best customers. What customers are saying about you online is now more important than your advertising. Social Media Metrics focuses on measuring the success of your social media marketing efforts. Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business one network and one tool at a time.
- 40. 03Conclusions BuzzFactory Partner of Vanksen Group Buzz Audit: Monitoring and analyzes of a brand’s online reputation and perception during a fixed period of times. The buzz audit allows to understand the sentiment of conversations about a brand, consumers’ opinions, who are the brand’s evangelists and where these conversation are taking place. Blog Marketing : Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations. Social Media Strategy & Consulting : Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.
- 41. Consumers Engagement Marketing For any question, please contact me: Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru C.: www.vanksen.com B.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru
Editor's Notes
- No. They will join in 1 existing community, and will never come back if they are not satisfied with the experience: lack of content, lack of activity, lack of interactions…
- No. Your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model.
- No. Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). CTR, CPC, … are just metrics!
- Reach the right person with the right message at the right time to generate traffic (the number of people that visit your site) and conversions (the number of people that take action when they get to your site)
- The advertisements themselves are selected and served by automated systems based on the content displayed to the user.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.
- Landing pages provide the perfect opportunity to customize messaging for a specific audience.Let's say you're an online hardware store that sells a range of different products, including hammers, saws, power tools and axes... and you have a website where people can buy them from. You pay for targeted keywords, such as 'buy hammer' and 'buy power tools' and send all the traffic to the home page of your website.If the person that typed in 'buy hammer' doesn't see a hammer on the first page they are redirected to after they click on the ad, there is a much lower chance that they will convert to a sale. If, on the other hand, they click on the ad and are then taken to a page where they buy a hammer, there will be a much higher chance of them buying the hammer... leading to higher conversions and lower cost per customer acquisition.
- The most important thing to remember when thinking about Calls to Action is that online users want to be told what to do. They want to know exactly what you are offering on your website, and they want a direct command to do so.
- Since October 2010 The Facebook “Like” button inserted in ad units began running across display networks and publisher sites on Saturday could become a new metric for advertisers to measure the success of advertising campaigns. Consumers clicking on the “Like” button in the ad are not redirected from the publisher’s site, but rather asked to sign into their Facebook account and provide permission to connect the ad with their Facebook page. The action of the click on the like button triggers a “like” on the consumer’s Facebook wall through an API data feed.
- Since October 2010 The Facebook “Like” button inserted in ad units began running across display networks and publisher sites on Saturday could become a new metric for advertisers to measure the success of advertising campaigns. Consumers clicking on the “Like” button in the ad are not redirected from the publisher’s site, but rather asked to sign into their Facebook account and provide permission to connect the ad with their Facebook page. The action of the click on the like button triggers a “like” on the consumer’s Facebook wall through an API data feed.
- Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
- Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
- After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube (selection according to their influence). This real time messages were posted on Youtube (fastest reactive campaign in history). These videos created a tremendous buzz, especially those involving personnalities (AlyssiaMilano).Numerous parodies and offline media impression give the last push to make this campaign a word record.
- The video received 5,9 million views in 24 hours. 40 million views after 1 week.