emanuel martonca- "content marketing"
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Content MarketingO poveste.
@EMartonca | www.coriolan.roSocial Media Summit Iaşi16.Mar.2012
IMAGE BY LINDSEY.C.ELLIOTT ON FLICKR.COM
Creative Commons, Attribution, Non-commercial
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DISCLAIMERLucrez in marketing online doar din octombrie 2010.
Nu sunt nici specialist, nici expert în social media.
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DESPRE Coriolan
Pasiune. Strălucire. Poveste.
Bijuterii. VERIGHETE. Promisiuni respectate.
Inele de logodnă. Magazin online.
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OAMENII VORBESC.Nu ne place să fim întrerupţi,
dar ne place să ştim că ceea ce spunem este preluat de alţii.
IMAGE BY _MICAELA ON FLICKR.COM
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Cele mai bune conversaţii sunt cele în care eu ştiu ceva ce tu nu ştii
şi tu ştii ceva ce eu nu ştiu.
Şi facem schimb de noutăţi.
Mai ales când sunt despre subiecte care ne interesează.
Oamenii poartă conversaţii.
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Dacă îmi spui că ai 20% DISCOUNT la pantofi,
nu se cheamă că purtăm o conversaţie.
IMAGE BY NANAGYEI ON FLICKR.COM
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TU CLIENŢII TĂI
companie brandproduspersoană
Cum ajungi la ei?
Cum comunici cu ei?
(nu către ei)
IMAGE BY MATTHEW FIELD ON FLICKR.COM
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AUDIENŢĂ
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Notorietate
“Awareness”
Pe termen lung, cel mai mult contează cine te
ascultă când ai ceva de spus.
AUDIENŢĂ
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1. MESAJUL
Un act de comunicare are 2 mari componente
2. CANALUL de transmitere a mesajului
TVprintoutdoorradiobannere online
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MESAJ şi CONŢINUT
de calitate
Noi am ales să investim mai ales în
care să fie transmis mai departe de clienţi
şi să nu ne bazăm prea mult pe canale plătite
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articole, postări pe an
500de la la
5campanii pe an
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1. ASCULTĂ ce îţi spun clienţii
2. Stabileşte OBIECTIVE
3. Scrie un PLAN
4. Pune pe roate un PROCES
5. POSTEAZĂ până nu mai poţi
CONTENT MARKETING în 5 paşi
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pe care sunt activi clienţii tăi
Citeşte FORUMURILE
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Clienţii răspund la
CHESTIONARE ONLINE. Întrebaţi-i. Nu vă costă nimic.
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FORMULAR DE COMENTARII pe toate paginile, unde este posibil
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Obiectivul nostru:
Să-i ducem pe clienţii potenţiali
ÎN MAGAZINE
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Nu facem (aproape) nimic fără
PLANIFICARE detaliată.
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Marketing is a COMMITMENT,
not a campaign
IMAGE BY KEVIN DOOLEY ON FLICKR.COM
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înainte de a apăsa butonul 'publică':
1.va pune un zâmbet pe faţa celui care va citi/vedea
acest text/fotografie/video?
2.îi va spune ceva nou şi relevant?
3.îl va face să înţeleagă mai bine ce înseamnă
Coriolan?
Daca toate răspunsurile sunt negative, şterge.
Checklists
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de exemplu
Verificarea ultimelor comentarii şi întrebări
postate de fani şi clienţi
în fiecare zi la orele 9, 12 şi 16.
Obiceiuri
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Templates
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text şi imagini
content marketing 101
IMAGE BY BAKAR_88 ON FLICKR.COM
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blog.coriolan.ro
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cele mai bune subiecte
pentru articole:
întrebările clienţilor
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Imagini, cât mai multe imagini
cu produse
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din magazine
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de la evenimente
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imagini tehnice ...
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... sau artistice
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Ai un client care ţi-a cerut să faci ceva personalizat?
Cere-i voie să dai ca exemplu ce ai făcut pentru el.
Idei de la clienţi
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500?
1.000 EUR? pe lună
Ce ai putea face cu banii aceştia pe
online? La câţi clienţi ai putea ajunge?
Câte articole, câte fotografii ai putea
produce şi posta într-o lună?
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echipă
brand/project manager
fotograf/graphic designer
copywriter/content editor
nu buget de promovare
agenţie de publicitate
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prospecţi, subscriberi şi vânzări
nu likes, prieteni sau followers
Indicatori de performanţă
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Care este probabilitatea că veţi recomanda
brandul Coriolan unui prieten?
Net Promoter Score
84%
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Ce am învăţat noi
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Nu (se poate) trebuie să fie totul perfect.
Nu ai rezultate cu toate articolele şi postările.
Dar când ai 500 de postări într-un an, îţi poţi permite să ai 100
fără feedback şi engagement.
Îţi poţi permite, dacă înveţi din greşeli, şi nu le repeţi.
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Ai nevoie de răbdare.
O audienţă nu se construieşte peste noapte.
Îţi trebuie persistenţă şi consistenţă.
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Cuvintele cheie sunt:
CTA
OPTIMIZARE
(call to action)
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VIDEO vinde.
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Coca Cola’s approach to social media
1. You don’t own your brand
2. Every day is election day
3. Fish where the fish are
4. Success revolves around genuine, compelling content
Natalie Johnson, Coca-Cola
Via www.psfk.com/2010/05/brand-news-coca-cola’s-approach-to-social-media.html
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reţeaua socială cea mai folosită acum.
cine îţi sunt clienţii,
care este tipul de conţinut
de care sunt interesaţi.
AUDIENŢĂ
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Poţi să faci social media fără conţinut.
Dar content marketing fără social media NU are sens.
sau fără SEO/SEM, UX sau Email Marketing.
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Resurse de învăţare
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www.slideshare.net/Eloqua/from-content-to-customer-by-eloqua-jess3
1 prezentare
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“social media marketing”
“inbound marketing”
“content marketing”
“branded content”
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e-book: Social Media vinde
changethis.com/manifesto/show/90.05.SocialMediaSales
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Cine este Redactorul Şef
al brandului tău?
Who's Your Brand's Editor-in-Chief?David C. Edelman | Global co-leader, Digital Marketing and Sales Practiceblogs.hbr.org/cs/2011/11/whos_your_brands_editor-in-chi.html
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www.coriolan.ro/smsiasi
Vă mulţumesc.
Emanuel Martoncă | Social Media SummitIaşi 16.Mar.2012