The document discusses strategies for developing a business through digital means. It outlines various digital resources that a company can utilize, including search results pages, RSS feeds, video channels, podcasts, social media platforms, blogs, and more. The goal is to engage customers and spread relevant information about a company and its products through an integrated digital presence.
6. Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within
keyword cluster
Object
core
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estates
On site
Promotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
7. Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within
keyword cluster
Object
core
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estates
On site
Promotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
8. Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within
keyword cluster
Object
core
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estates
On site
Promotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
9. Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within
keyword cluster
Object
core
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estates
On site
Promotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Varumärkets planlösning
15. 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-mail
Blog Other?
16. 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-mail
Blog 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
17. 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-mail
Blog 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
Test
What
•Write about it
18. 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-mail
Blog 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
KPI
Test
What
•Write about it
19. 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-mail
Blog 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
KPI
Test
What
•Write about it
20. 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-mail
Blog 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
KPI
Test
What
•Write about it
21. 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-mail
Blog 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 work
The most important work with a
campaign starts when it’s launched.
Then you should start monitor the
performance and do frequent follow
ups and analysis. Based on conclusions
decide and implement changes and add
actions while the campaign is running.
•Test and learn
KPI
Test
What
•Write about it
22. 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-mail
Blog 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
KPI
Test
What
•Write about it
Continuos work
The most important work with a
campaign starts when it’s launched.
Then you should start monitor the
performance and do frequent follow
ups and analysis. Based on conclusions
decide and implement changes and add
actions while the campaign is running.
23. 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-mail
Blog 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
KPI
Test
What
•Write about it
Checklista för marknadsföring i fria kanaler
Continuos work
The most important work with a
campaign starts when it’s launched.
Then you should start monitor the
performance and do frequent follow
ups and analysis. Based on conclusions
decide and implement changes and add
actions while the campaign is running.
45. Vi är mobila & aktiva
Källa: https://www.facebook.com/press/info.php?statistics
Av Facebooks 500 miljoner medlemmar
använder 200 miljoner (40%) Facebook
aktivt via mobila enheter
• De är dubbelt så aktiva som övriga aktiva
användare
107. Access to ”The Thing”
The interactive concept that constitute the core of this
set-up.This is where you need to be creative!
108. PR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing Page
Adaptive 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!
109. PR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing Page
Adaptive 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 convert
Let 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 conversion
Make 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.
Roligt
Antal
Pris
Tid
110. PR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing Page
Adaptive 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 friends
Are 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 convert
Let 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 conversion
Make 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 feed
Feed 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!
Tweets
Twitter 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
111. Ett digitalt blodomlopp
PR, SEO & SEM (+other ads)
On chosen keyword cluster
Landing Page
Adaptive 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 friends
Are 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 convert
Let 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 conversion
Make 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 feed
Feed 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!
Tweets
Twitter 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
Viral
Loop