ANDERS LUNDE
Head of [email protected]
Social Media ManagerJYSK
Online Communicatorhummel
Communications internDanish Football Association
MA English/CommunicationsAarhus School of Business
WHO AM I?
# Disloyal
# Fleeting attention
# Can benchmark price/quality
# Conscious
# Access to specialized knowledge
# Influenced by social media
DO YOU RECOGNISE YOUR CUSTOMERS?
CUSTOMER EFFECT COMPANY
NEED FOR KNOWLEDGE CONTENT LEADS/SALES
ANSWERS TO QUESTIONS DIALOGUE ACCESS TO CUSTOMER DATA
LOOKING FOR PEACE OF MIND THOUGHT LEADERSHIP POSITIONING BRAND / PEOPLE
“EASY ACCESS” SEO TRAFFIC
#1 Longer decision making process
#2 Greater need for information
#3 Possibility for in-depth relation with the buyer
WHY CM IN B2B?
# Non-religious
# Fail faster
# Ownership is everything
# Goals and processes
# Remember your: a Brand b Business objectives c Marketing strategy
WHAT IS A GOOD CM STRATEGY?
LOUISE’S TASKS:
Answers stupid questions – easy
Coordinate calenders and find time
for a workshop – hard
Time consumption: 5 hours.
#1 PRE-ANALYSIS1. THE BRAND HOW DOES CONTENT MARKETING APPLY?
2. UNIVERSE OF THE BRANDHOW ARE THE COMPETITORS DOING?WHAT IS HAPPENING IN THE INDUSTRY?
#2 WORKSHOP1. OWNERSHIP / COMMITMENT CREATE UNDERSTANDING OF THE IMPORTANCE.
2. TANGIBLE STARTING POINTNOW WE’RE OFF.
LOUISE’S TASKS:
Participate in workshop
Observe colleagues
Time consumption: 5 hours.
(Participation at workshop)
MT Højgaard– content marketing strategy
Pravda. Februar 2016.
7
Content Framework
Our content are controlled and will be inspired from this framework.
It is a tool for selecting subjects and a guideline to reveal if our communication has the right means and goals.
The model is based on our brand idea:
TOGETHER WE CREATENEWHORISONTS
11
WE CREATE
”What do we actually present?”
Values:
▪ Thoroughness
▪ Pride
▪ Professionalism
▪ Passion
▪ Facts
▪ Work satisfaction and joy
Content Framework
SAMMEN SKABER VI NYE HORISONTER
#1 SUBJECT POOL
PRODUCTS
HIRINGS
EXHIBITIONS
CASES
RECRUITMENT
VIDEOS
WHITE PAPERS
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
NATIONAL EVENTS
POLITICAL AGENDAS
NEWSJACKING
SEASONAL NEWS
INDUSTRY NEWS
TOP-OF-MIND
BRANDS DATE TARGET AUDIENCE
KNOW-IT-ALL TRANSLATOR DISTRIBUTOR
HAS SPECIALIZED KNOWLEDGE OF A GIVEN SUBJECT
JOURNALISTIC FLAIR
INTERVIEWER
FORMULATES CONTENT
ADVERTISER
TARGET AUDIENCE
RELEVANT SOCIAL MEDIA
#5 PURPOSEENGAGEQUESTIONSCOMPETITIONSDISCUSSIONSVIDEOS
BRANDNEWSPRODUCTSFACTS
CONVERTSALESLANDING PAGESSIGN-UP FORMSPERMISSIONSLEADS
EXAMPLEDate Category Content
hubTarget
audience Post Purpose Format Channel Know- it-all Translator Distributor
1/9 Together Website Contractors150 dayswithout
accidentsBrand Article LinkedIn Rasmus Rikke Michelle
#6 CONTENT CALENDER
BRAND 1
SOCIAL MEDIA FANS (FACEBOOK) 50.000
ORGANIC REACH (AVG.) 2%
TOTAL ORGANIC IMPRESSIONS 1.000
#7 DISTRIBUTION
AMBASSADORS 50
CONNECTIONS ON LINKEDIN (AVG). 400
ORGANIC REACH (AVG.) 60%
TOTAL ORGANIC IMPRESSIONS 12.000
WHEN ARE YOUR FANS ONLINE?
0
5000
10000
15000
20000
09:00 pm06:00 pm03:00 pm12:0009:00 am06:00 am03:00 amMidnight Midnight
FOLLOWERS IMPRESSIONS CLICKS INTERACTIONS ENGAGEMENT RATE TRAFIC TO WEB
Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff. Target Achieved Diff.
Jan
Feb
Mar
Apr
Maj
Jun
Jul
Aug
Sept
Okt
Nov
Dec
KPI 2016
#10 ANALYSIS