3. Традиционный маркетинг
Исходящий маркетинг - процесс информирования потребителей о
ценности продукта/услуги с целью продажи этого продукта/услуги
• Продать
продукт/услугу
• Подталкивать
• Прерывающийся
• Деньги
4. НОВЫЙ МАРКЕТИНГ
• Привлечь внимание
аудитории
• Втягивать
• Разрешение
• Время
Входящий маркетинг - маркетинговые усилия, главная задача которых -
привлечь посетителей, а не передать исходящие сообщения потребителям
22. СОЦИАЛЬНЫЕ МЕДИА
Почему социальные медиа?
Количество просмотров
(контактов) - сколько
раз ваш контент
появлялся в ленте
новостей пользователей
23. СОЦИАЛЬНЫЕ МЕДИА
Почему социальные медиа?
Вовлечение (engagement) –
сколько раз пользователи
перешли по ссылке,
прокомментировали,
поделились вашим
контентом или поставили
отметку «мне нравится»
24. СОЦИАЛЬНЫЕ МЕДИА
Почему социальные медиа?
Вовлечение – сколько
раз пользователи
перешли по ссылке,
прокомментировали,
поделились вашим
контентом или поставили
отметку «мне нравится»
32. ПРИМЕР ИЗ ПРАКТИКИ
Больница
Подписчиков= 2,200
Data from Facebook, January – March 2014
Больница
Вовлечение = 2,200
Охват аудитории= 235,000
Количество просмотров=
672,500
34. ПРИМЕР ИЗ ПРАКТИКИ
Газета
Подписчиков= 61,000
Data from Facebook, January – March 2014
Газета
Вовлечение= 692,000
Охват аудитории= 4,400,000
Количество просмотров =
32,500,000
35. ПРИМЕР ИЗ ПРАКТИКИ
USA Today
Подписчиков= 2,300,000
USA Today
Вовлечение= ???
Охват аудитории= ???
Количество просмотров = ???
36. РЕКОМЕНДАЦИИ
1. Сделайте бизнес открытым для социальных
медиа
2. Разработайте контент-стратегию
3. Начните публиковать контент в социальных
сетях
Mass communications
On or offline
Traditional channels
Now new channels as well
Compelling content
Easy to find online
Social channels
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
Facebook Challenge
1,000 to 7,000 followers
Free Burrito Day
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
USA Today – Nationally published newspaper
Mashable – News, technology and social media website.
Notice how Mashable has changed the main horizontal navigation bar to include the World Cup, obviously a temporary change to accommodate a timely but very popular type of content.
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Just kidding
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Ultimate goal is to utilize channels to drive website traffic
VK & Facebook
Personal
Entertainment
Education
SEO
Twitter
Ongoing conversation
News
Entertainment
SEO
Pinterest
Virtual pin board for images
Content resource
Increase click through rates
SEO
YouTube
Video publishing and following
Content resource
Increase CTR’s
SEO (2nd largest search engine)
Google+
SEO
Local hospital results from January through March 2014
Impressions – контакт аудитории со средствами рекламы, впечатление, показ
Local hospital results from January through March 2014
Local hospital results from January through March 2014
Local hospital results from January through March 2014
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.