how to optimise the efficiency of your digital communication

Engaging Consumers with Brands

Online Communication Efficiency and ROI: Paid Media vs. Owned Media

Consumers Engagement Marketing


VoyagePrivé Russian Project / APPENDIXES

* Source: Mindshare Interaction.** H1 2010. Source: Mindshare interaction

Market size: up to $730m in 2010*, similar to pre-crisis levels.

Contextual advertising: Quick rise, Yandex’s dominating position (2/3). Significantly cheaper than on Western markets.

Display advertising: Slower growth, mainly from car makers, FMCG and telcos. CPM remains dominant, mainly used for image campaigns. Performance-based marketing developing slowly out of mainstream players.

New approaches (video advertising, social media marketing…) are quickly developing.

$457m (63%)

$272m(

37%)

Contextual vs. display advertising(2010*)

Russian Online Advertising Market Overview

Introduction: Online Advertising Market Facts

Typology of display advertisers**


1) If you advertise on the Internet, will it generate buzz?

In 99,99% of case no because Buzz is unpredictable! Online Buzz = Great creative idea + highly engaged consumers + media budget to

support your marketing campaign.

Introduction: 5 wrong ideas about Internet Communication


2) Will customers who like your brand be active on your official Facebook / Vkontakte brand page?


No, they will not be naturally active. It is your customers that are waiting something from you, not the opposite. Clients who like your brand will be active only if you offer them interesting content, propose them interaction and invite them to have conversations.


3) Is it better not to do anything if you are afraid to fail?


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.


4) Does a high CTR or a low CPC mean the success of your online campaign?


No. CTR, CPC, … are just metrics! Success depends only of your strategic objectives (Push sales, increase loyalty,

improve online visibility, collect users data, …).



5) Is it easy to communicate efficiently on the Internet?


Paid Media

Display advertising: - Static banners - Interactive banners - Video banners - Social ads

Search advertising: - Contextual advertising - Behavioural Advertising - Retargeting

Sponsorships: - Web directories - Sponsored content - Sponsored post

Owned Media

Website: - Search Engine Optimisation

Branded Social Networks: - Facebook - Vkontakte - Odnoklassniki - Twitter - Youtube

Brand blog: - Blog Post - Back links

Earned Media

Word-Of-Mouth: - Online Conversation - Brand recommendation

Viralization: - Shared content - Exponential sharing

Online PR - Brand visibility - Brand content

Advantages: - Good control of your

campaign.- Easy to implement. Challenges:- Low credibility / response rate- disappear when stop paying

Advantages: - Generates affinity and loyalty- Creates relationships with

customers Challenges:- Takes time to scale- No guarantees of success

Advantages: - Most trusted source of

information - Free advertising Challenges:- No control- Can be negative


How to improve the efficiency of your

online communication?


6 Tips to Improve the efficiency of your online communication


Tip 1. The longer the better.

6 Tips to Improve the efficiency of your digital Investment

Tactical vs. Strategic Approach

Tactical Approach

Strategic Approach

Short-terms approach consisting of placing ads to create a peak of visibility to leverage immediate business results.

Middle / long-terms approach consisting of optimizing continuously your approach to grow your results. The online visibility of the brand growth linearly.

Global display advertising efficiency:

Average banner CTR in Russia: 0.2% (2010)


Focus on reaching the right people

Tip 2. Quality is better than quantity.


Optimize your targeting to increase the quality of your traffic:

- Context advertising. (CPM / CPC) Yandex Директ and Google Adwords.

- Behavioral targeting. (CPC) Begun

- Retargeting. Soloway

- Lead generation. (CPA) TradeDoubler

- Social Media linking.


Provide visitors with the right message

Tip 3. Create targeted landing pages.


Better Segmentation & Targeting:

A landing page is a single page dedicated to a single product or service, providing the visitor directly with the content they need.

More targeted advertising. More relevant for web users. Test distinct call-to-action. Great possibilities for optimization.

Reduce bounce rate and increase your traffic conversion.

Your social media platforms

OR


Call-to-action

Tip 4. Always push web users to action.


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

Increase conversion and engagement


Examples of online call-to-action


Tip 4. Always push web users to action.

Web banners:

Tweets:

Website:

Facebook:


Tip 5. Help your visitors to advertise for you.

Sharing Buttons

Forward


Share

Follow


Social Integrations

Facebook Widget:

Vkontakte Comment Window:



Facebook Button display ads:


Social Integrations





Data Measurement

Tip 6. Monitor and analyze your results constantly.

On site analytics

Off site analytics

Social analytics


Offline advertising campaign:

Case Study. The Old Spice Man campaign.

Earned Media ResultsOwned MediaPaid Media

Youtube promoted video:




Online advertising campaign:

Web banners: Youtube promoted video:




Response campaign: 185 videos filmed and published within 2 days




Brand’s Website:




Offline PR: Celebrities involvement: Parodies:




Old Spice campaign figures: No. 1 all-time most-viewed sponsored channel on YouTube. More than 200 Millions views for the videos on Youtube. + 80,000 Twitter followers in 2 days. 1,300,000 Facebook fans. Facebook fan interaction jumped 800% since the launch of the personalized videos. Oldspice.com traffic jumped by 300%. Old Spice's sales were up 106%.


Conclusions and take away points


01Conclusions

Main take away points

The two critical success factors to any online marketing campaign are quality traffic (the number of qualified visitors on your site) and conversions (the number of people that take action when they get to your site).

To improve the efficiency of your online marketing approach and your digital advertising investment, we recommend:

1. A strategic approach will generally be more profitable to your business. 2. Focus to target only your potential customers.3. More targeted landing pages will improve considerably your conversion rate.4. Invite explicitly your visitors to take action on your platforms.5. Give as much opportunities to your visitors to share your content.6. Monitor the results of your online activities on a daily basis.


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.


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.


Consumers Engagement MarketingFor any question, please contact me:

Thierry Cellerin

E.: [email protected]

M.: +7 985 44 22 544

W.: www.buzzfactory.ru

C.: www.vanksen.com

B.: http://buzz-factory.livejournal.com/

Twitter: @buzzfactory_ru

mailto:[email protected]

mailto:[email protected]

http://www.buzzfactory.ru/

http://www.culture-buzz.com/

http://www.culture-buzz.com/

http://buzz-factory.livejournal.com/

how to optimise the efficiency of your digital communication

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