Kim Plesner-Jacobsen, Vertic Martin Møller, VELUX Group. Twitter: #SMWIQ

Transcription

1 Kim Plesner-Jacobsen, Vertic Martin Møller, VELUX Group Twitter: #SMWIQ

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4 Agenda Why What Who How Digital IQ? is Digital IQ? uses Digital IQ? does VELUX Group use it?

5 The Why

6 The Why How to influence these?

7 The Why Branding is what they say about you, when you leave the room Amazon CEO, Jeff Bezo

8 The Why A.I.D.A model is OUT f 78% of people trust the recommendations of other consumers While only 14% of people trust advertisements * *Nielsen Trust in advertising report 2010

9 The Why f *McKinsey Quarterly, 2009, number 3

10 New Rules of Engagement Old Marketing One way communication New Marketing Brand dialogue Brand recall is holy grail Customers determine brand value Group customers by demographic Content controlled by marketers Virility driven by flash f Group customers by behavior Enterprise + user-generated content Virility based on content Michelin Guide: expert reviews Amazon: user reviews Publisher control channels Publisher build relationships Top down strategy Bottom-up strategy Information hierarchy Information on demand Emphasis on cost - CPM Invest for growth Measurable ROI

11 The What

12 The What Learn about your Audience Who/where are they? What is their personality like? How / Where do they consume? How/ Where do they engage?

13 The What Social Media is people having conversations in the digital space

14 The What *Brian Solis, 2011

15 The What Insights, not BUZZ!

16 The What Hi everybody, look at this video from social media week Hello fellow social media nerds, how did you find the social media week? Boards & Forums Video / Photo Microblogs (twitter) Hi followers, I m at social media week, check this link out Social Media Review Sites Social Networks I went to social media week in Copenhagen. It was awesome Blogs Hi friends & colleages, anybody else going to social media week? Wonna meet up? Hi everybody who wants to listen, this is my opinion on social media week, care to comment?

17 The What Social Media What people say and how they say it Voice of The customer DIGITAL IQ Social Strategy Search Engines What people search for and what they find demand Search Strategy (SEO) supply Digital Assets The content pushed out by companies & mainstream media

18 The Who

19 PHARMA New Product Client Challenge How do people discuess the product in the market? Digital IQ Insight Not the same way as your marketing material Vertic Recommendation Plugin to customer vocabulary to create awareness for product 19

20 PRODUCTION Brand Positioning Client Challenge How do we increase sales through the digital channels? 1. Existing need/want The flu season is approaching!; I live a challenging life, stress, etc Digital IQ Insight Users can be targeted much earlier than expected 5. The purchase [BRAND] is easy to buy 2. The overall solution Vitamins affect the immune system Vertic Recommendation Support the user journey with information to increase sales 4. The brand [BRAND] is the best option in vitamin supplements 3. The specific solution Supplements is the convenient solution 20

21 SERVICE New Website Client Challenge How to reach multiple target groups with one website Key Opinion Leaders Digital IQ Insight Client s marketing message fitted with distinct search patterns Website Vertic Recommendation Structure website based on most relevant words for endusers 21

22 UTILITY Content Strategy Client Challenge How do we re-launch our main website as a part of com. plan? Digital IQ Insight Uncovered users primary mission with visiting the website Vertic Recommendation Satisfy users by meeting their expectations with your content 22

23 The How

24 VELUX Group and why insights matter It can be hard to imagine how our products can improve your home What is interesting for our online visitors? What is being said online, and can we learn from it? How do we make the most of the online channel and communication?

25 Sorry, we can not distribute internal VELUX slides

26 Sum up - VELUX Group Why Digital IQ? 1. Part of several analysis towards a new and optimized digital performance 2. Extensive insights presented structured 3. Get recommendations for optimization of the digital CDJ 4. Use data to prioritise future projects 5. Findings and presentations people remember and keep mentioning And most importantly use in their work!

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