Gastcollege online marketing aan de hand van praktijk cases online marketing activiteiten bij Triodos Bank

1. Gastcollege online
activiteiten Triodos Bank
Avans Hogeschool Sept 2012,
Wout van den Dool
1

2. 2

3. 3

4. Laten zien wat er met je geld gebeurt
Verhoogt de betrokkenheid van de klant met zijn geld en met de bank
4

5. Iedereen is bankier
Met geld maak je dagelijks keuzes
5

6. Triodos Bank kiest
... voor natuur en milieu
Teresa Molinero – Ariadna Solar - Spain
6

7. Triodos Bank kiest
... voor sociale projecten
Microfinance bank- Acleda Bank - Cambodja
7

8. Triodos Bank kiest
... voor kunst en cultuur
Anne T. De Keersmaeker – P.A.R.T.S. & Rosas - Belgium
8

9. Missie
Met uw geld realiseren we een positieve verandering.
Onze missie is om uw geld te laten werken aan positieve
maatschappelijke, ecologische en culturele veranderingen.
Bijdragen aan een samenleving waarin de levenskwaliteit wordt
bevorderd en menselijke waardigheid centraal staat
Het voor mensen, bedrijven en organisaties mogelijk maken hun
geld te gebruiken op een manier die mens en milieu ten goede komt
en duurzame ontwikkeling bevordert
Onze klanten voorzien van vernieuwende financiële producten en
uitstekende klantenservice
9

10. Apple visual
10

11. Relaties via
verschillende
kanalen
11

12. Online landschap
Owned, Paid en Earned media Triodos Bank
OWNED PAID EARNED
PUBLIC WEBSITE
Bannering
Search optimizing
Search
advertising Online
& Adwords FB Advertising free
INTERNET public
BANKING ity
CHANNELS
BRANDED
Comparison sites
CPS Deals
BLOG
OTHERS
Youtube pre-ad
Blogs
Advertorial
12

13. Filialen
Verbinding via face to face contact
13

14. Contact center
Persoonlijke benadering via de telefoon en mail
14

15. Eigen inhoud
15

16. Eigen inhoud
Bevlogen Triodos Bank verhalenvertellers
16

17. Eigen inhoud
Actieve bijdrage aan discussie over financiële industrie
17

18. Eigen inhoud
Content strategie gericht op herbruik en delen, geen duurzaam portaal
Nieuwe financieringen Nieuwe campagnes
Product lancering
Klanten dagen

19. Eigen inhoud
Zelfde boodschap binnen diverse kanalen
Persberichten Events waar Triodos Bank aanwezig is
Nieuwe financieringen in het nieuws Redactionele content

20. Eigen inhoud
Anderen delen ons verhaal actief via blogs en kranten
20

21. Verbinden op basis
van gedeelde
waarden
21

22. Verbinden op basis van gedeelde waarden
Mede eigenaar worden van de bank, actief de dialoog aan gaan
22

23. Verbinden op basis van gedeelde waarden
Campagnes zetten aan tot denken en raken mensen in het hart
23

24. Verbinden op basis van gedeelde waarden
Campagnes zetten aan tot denken en raken mensen in het hart
24

25. Verbinden op basis van gedeelde waarden
Maakt dat onze klanten trots over ons communiceren
25

26. Interactie op de inhoud
Onze fans zijn betrokken en delen hun mening graag
26
Bekijk de reacties op http://www.facebook.com/TriodosBanknl

27. On- en offline
combineren
27

28. On- en offline combineren
Ondernemers online presenteren, offline bezoeken
28

29. On- en offline combineren
Online oproep om te stemmen op favoriete ondernemers
29

30. On- en offline combineren
Genomineerden en stemmers ontmoeten elkaar op de klantendag
30

31. On- en offline combineren
Vega-slager wint Triodos Bank ondernemersprijs
31

32. Verbinden op basis van gedeelde waarden
Campagne ‘Happiness up, Greed down’
32

33. Verbinden op basis van gedeelde waarden
Campagne ‘Klein, het nieuwe groot’
33

34. Vertrouwen op de kwaliteit
van de relatie binnen de
community
34

35. 35

36. 36

37. Vetrouwen op de kwaliteit van de relatie
Dit leidt tot positief sentiment op Social Media (zonder webcare team)
Positief sentiment op Social Media
37
Bron: Buzzcapture positiviteitsmonitor: Analyse financials April – September 2011 n=488.818

38. Online activiteiten
38

39. Highlights of online plan 2012 – 2014
Generate qualitative traffic to our effective sales channels
Own channels, also external Campaign and continuous
traffic
Service
(Self)
Traffic Engage
Conversion
&
Via online banking,
Site Effective sales
public and mobile channel, development
public site

40. Sinds de lancering...
In alle branches online key users & team op hoofdkantoor
• Conference call elke 2 weken
• Key-user meeting twee keer per jaar
• Maandelijkse fact based verbeteringen
Wout Arne Kirsten Simon François Guillermo Miranda Matthias Paul
HQ NL HQ UK BE ES HQ DE HQ
40

41. Traffic generatie en
de rol van de online
marketeer
41

42. Traffic generation (online marketing) and conversion optimisation
This document is mainly about campaign traffic
Traffic Generation
Online marketing activities to generate more traffic consist
of campaign activities and organic traffic activities.
Numbers
These
organic activities are mainly cost per sale driven an can
Ban
roughly be done independent of materials, campaigning n erin
Of
g
Ads
flin
and rest of MarCom team.
e
CPS Deals
Sea C
o mp tes
S eo ariso
n si t e ffilia
s A
Time
42

43. Online campaign process
5 steps for an effective campaign
Objectives Strategy Tactics Actions Control
Where do we want to How do we get there? How EXACTLY do we The details of tactics, How do we monitor
be? get there? who does what and performance?
when
# Extra sales Segmentation, Which message to What happens when Web analytics – KPI’s
# Service Media Channel choice, Which target audience, Responsibilities and Usability testing
# Brand Awareness Targeting, E-marketingmix, structures Surveys
# Loyalty (Online) value including the Internal resources and Frequency of reporting
Define SMART KPI’s proposition communication mix, skills Proces reporting &
Customer Journey Make use of Brief external agencies actions
Benchmarks, Materials
Define (Sub)objectives
43

44. Online marketing process
Where should the online marketer be in this process?
Objectives Strategy Tactics Actions Control
Where do we want to How do we get there? How EXACTLY do we The details of tactics, How do we monitor
be? get there? who does what and performance?
when
R R R Online marketeer R Online marketeer R Online marketeer
A A A ? Online marketeer? A Online marketeer A Online marketeer
C C Online marketeer C C C
I Online Marketeer I I I I
delegated the work
Responsible: Those who do the work to achieve the task
Accountable (also Approver or final Approving Authority) The one ultimately answerable for the correct and
through completion of the deliverable
or task, and the one from whom Responsible is delegated the work
Consulted (sometimes Counsel) Those whose opinions are sought, typically subject matter experts; and with whom
there is two-way communication
Informed Those who are kept up-to-date on progress, often only on completion of the task or deliverable; and with
whom there is just one-way communication
44

45. Tactics Control
Define (sub) objectives for the online campaign, this is a list with examples
One of the ultimate excuses for not measuring impact of marketing campaigns is: "Oh, that's just a branding campaign."
Sub-Objective KPI Report in Google Analytics
Visitors > Visitor Trending > Absolute Unique
Have more people visit the website Number of unique visitors
Visitors
Traffic Sources > AdWords > AdWords
Ensure there's a return on marketing efforts ROI of online campaigns
Campaigns (Clicks tab)
Have more people buy products from the website Ecommerce conversion rate E-commerce > Conversion Rate
Have more people subscribe to our newsletter Subscribers of ’newsletter’ Content> Pages > Filter newsletter
Increase number of shared content on the site Pages shared Visitors > Socia > Actions
Increase the percentage of returning visitors Percentage of returning visitors Visitors > New Vs Returning
Percentage of visits that come from direct or Visitors > Visitor Trending > Visits (apply
Increase the number of 'branded visits'
branded keywords branded visitors segment)
Measure the change in the percentage of New
To attract "prospects" / new customers. Visitors, overview, new vs returning, look for trends
Visitors to your website
Visitors> behaviour> frequency & history... look
Number of visits come for 2nd 3rd … time before and after period
To share your business value proposition.
Measure segmented Visitor Recency Visitors> behaviour> involvement and segment on
paid & non paid traffic
Increase offline action! Phone Calls / Conversions Driven from Website
Make an introduction to your business Measuring both the Macro & Micro Conversions. Leads, share, brochure, downloads
Google Trends for Websites (or Compete or
To destroy your competition. Share of Search HitWise) to analyze your performance
Plug into the Database of Intentions
Correlate traffic patterns
Unaided brand recall And use Insights for Search for this type of
with offline ad times patterns analysis
Become fan Number of facebook fans Facebook Insight
http://www.kaushik.net/avinash/brand-measurement-analytics-metrics-branding-campaigns/

46. Tactics
Online channel choice
Which instrument fits the best and common pricing method
46

47. Tactics
Google Advertising
47

48. Tactics
Choose payment model with publisher
Obtain for a performance based (CPA) deal because of lower risk
Risk
Triodos
Bank
Risk
Publisher

49. Tactics
Choose payment model with publisher
Checklist for effective use of CPM model (main materials are banners)
To get a good CPM rate, negotiate with media agency/
publisher on:
•Quality of network and sites (target audience Cultural
Creative)
•Position above or below fault & which order in carousel of
banners
•Discount (it’s strange but common to get 70 – 80% discount
on offered rates)
•Bureau fee (rather pay them per hour for advice, not % of
media buying, wrong steering variable)
•Possibility to do a relative small test with different materials
and different networks* / sites
•By default don’t agreeing on tracking pixels / scripts for
“optimization” or retargeting (privacy reasons, cost
implementing & maintain and stability of site and forms) Better
steer on number of clicks for judging quality.
•Post view conversions are often an excuse for Media
Agency’s for camouflage poor performance.
* All networks have different requirements for materials,
specially if you use Flash banners! The more networks, the
more difficult Think of size (=hosting costs), allowing auto
play, sound, looping (if just 1 or 2 loop is allowed your last shot
MUST have a clear message and call to action).
Never forget: Align your creative Agency and Media agency.
In CPM model is Triodos Bank the one who has the biggest
risks.

50. Tactics
Choose payment model with publisher
Checklist for optimisation if you choose CPM model (mainly materials are banners)
Ad-serving platforms can usually track both CTR and VTR, if you implement their tracking code. Google Analytics does not track “view-
through” but track campaign performance using post- “click-through” (CTR) and is able to attribute it to a sale;
VTR: a person view a banner + don’t click on a banner + purchase an item = banner will be contributed to the sale
CTR: a person view a banner + click on a banner + purchase an item = banner will be contributed to the sale
VTR is a metric you should be careful to use in your online marketing decisions because firstly, you can never prove that a person actually
saw the banner unless you ask him/her. Secondly, “the view-through metric can lead to disastrous media buying decisions…other ill effects
include duplicate attribution of orders and other conversion to media that had no influence whatsoever on the final consumer behaviour”
(Kevin Lee 2007). Or as Seth Godin (2010) states in a recent post, that a marketer should never “try to measure the immeasurable media
and use that to make decisions…

51. Tactics
Choose payment model with publisher
Checklist for optimisation if you choose CPC model
If you choose CPC deal, it’s less risky, but sometimes more
expensive. Try to avoid this payment method in Affiliate
Networks because of fraud. Mainly done with pop-ups / under
and other hidden clicks.
In this case it’s very important to optimize on the quality of
traffic based on sub-objective. In the online environment CPC
deals are very different. In this document you’ll find some
benchmarks.
Agree on what you count as an click with the agency or a
publisher, preferably it’s the visit number you count in Google
Analytics, but most of the time publishers want you to pay the
clicks.
CPC means, paying per clicks. Analytics measure visits.
These are two different metrics. Your analytics reports can
show lower metrics for many reasons :
-a same user who trigged many clicks on a material will
trigged the same visit on Analytics.
-Analytics counts the visit through a clicks only if the tracking
code is fully loaded. If our site has a poor loading time, people
can click on a link on our site, or simply exit it before the page
is loaded.
-In some case, users disables cookies on their computer. The
result will be that no visits will be count in Analytics, but a click
will be on material.
-It happens often that people click Back-button before they
reach the landing page.

52. Verbinden op basis van gedeelde waarden
Campagne ‘Happiness up, Greed down’
52

53. Actief op zoek naar doelgroep binnen Facebook
2 doelgroepen, meerdere advertenties en specifieke landingpage

54. Doelgroep geraakt
29,5% conversie van klik naar fan; waarden gedreven inhoud, geen incentive
Paid Owned Earned
Doelgroep Cultural Creative 18-30: 2,956 clicks resulting in 1.289 new fans (Click-to-fan conversion 43,6%)
Doelgroep Cultural Creative 30+: 13,479 clicks resulting in 3.552 new fans (Click-to-fan conversion 26,4%)

55. Uiteindelijke doel is de verbinding aangaan
Interactie op de inhoud
Paid Owned Earned
Doelgroep Cultural Creative 18-30: 2,956 clicks resulting in 1.289 new fans (Click-to-fan conversion 43,6%)
Doelgroep Cultural Creative 30+: 13,479 clicks resulting in 3.552 new fans (Click-to-fan conversion 26,4%)

56. Uiteindelijke doel is de verbinding aangaan
Interactie op de inhoud
56

57. Verbinden op basis van gedeelde waarden
Campagne ‘Klein, het nieuwe groot’
57

58. Doelstelling en doelgroep
Het vergroten van onze naams- en inhoudsbekendheid bij cultural creatives
Doelstelling
Primair: Het vergroten van de naams- en inhoudsbekendheid van de bank.
Secundair: Meer ontmoetingen (fysiek en online) tussen stakeholders en de bank
bewerkstelligen
Doelgroep
Primair: cultural creatives (zakelijk en particulier) èn collega’s.
Secundair: de andere stakeholders van Triodos Bank.
58

59. Seeding in blog sphere
4 step approach
Step 1
Find blogs and
People behind
the blogs
Step 2
Create and
Publish tailored
content
Step 3
Contact people
behind blogs
Step 4
Evaluate and
monitor

60. Aanpak - cross mediaal
Lancering van de film op onder andere TV, internet, radio en arthouse bioscopen
 Om een zo’n breed mogelijk bereik te realiseren, hebben we de film gelanceerd via een
groot aantal kanalen
User journey Klein. Het nieuwe groot.
DKVG + Youtube/ Facebook
DM TVC Radio Adwords GDN Seeding/PR
eZine Vimeo ads
Facebook Facebook
landing tab triodosbanknl
Blogs/nieuws-
Twitter
sites etc.
Triodos.nl
(home) Landingspagina
KleinGroot
Actie-
Brandbox Brandbox
aanbod
SAAT KleinGroot
SAAT LEGENDA
KANAAL
Productpagina
TRIODOS.NL
SAAT
PROSPECT/ATL
Formulier Inloggen IB KLANT/BTL
60 KLANTEN ÉN PROSPECTS

61. Online resultaten (1)
De film is ruim 53.000 keer bekeken, en overgenomen door ongeveer 45 sites
Earned
•De film is tot nu toe >65.000 keer bekeken op Youtube en Vimeo.
•Er is op meer dan 50 nieuwssites en webblogs geschreven over de film. Selectie:
- Duurzaam nieuws “Duurzame toekomst hebben we zelf in de hand”
- RTL nieuws “Een reclame waar je blij van wordt”
- Adformatie “Weg met de hippies, leve Triodos”
- 42bis “Maatschappelijk Verantwoord Ondernemen, kan het écht?”
- Meer op http://storify.com/triodosbanknl/klein-het-nieuwe-groot-2
61

62. Online resultaten (2)
Trending topic en groot bereik op Twitter, o.a. door aandacht van BN’ers
Earned (vervolg)
•500 likes en comments op youtube en vimeo
•Meer dan 3.000 facebook shares en twitter tweets
•Trending topic op twitter op 5 juli
•Zeer groot bereik via Twitter, o.a. doordat een aantal BN’ers de film ‘oppakten’.
•Bijvoorbeeld de tweet van Alexander Klöpping is >300 keer geretweet.
62

63. Online resultaten (4)
Voorbeelden van text en display ads
Facebook ads Facebook landing tab Display ads
Stap 1 Stap 2 Stap 3 Stap 4
Adwords ads

64. Meten meten meten
meten & delen
64

65. Maandelijks internet dashboard van alle landen
Het door de landen zelf aanleveren
van 2 regels commentaar zorgt voor
een internationaal overzicht
65

66. 66

67. Optimisation
67

68. Verbeteringen, doorvoeren voor alle landen, Mijn Geld Gaat Goed 2.0
Op basis van usability onderzoek en bezoekgedrag
68

69. Analyseren van de aanpassing aan Mijn Geld Gaat Goed 2.0
Relatief eenvoudig de verschillende landen vergelijken
Key Figures MGGG 2.0, share of MGGG pages as part of the website Being Inspiring, Interaction on the carousel
Pretty stable, in relation to the whole All page views on landing page generate 139% interactions in the carousel
Mggg 1
14%
Visitors are hovering at least on 2,5 projects per session. Clicking on the project name is not used very often or not measured
12% correctly.
10%
Presented numbers are missing 1 important event (clicking on body text = bug). Clicking on the project name, sector & location is
8% % MGGG Projects not used very often.
% MGGG Landing
6%
MGGG All
4%
1%
No big changes in total numbers, except for 2%
Spain. Branches generate % more traffic to 4% 2% 1% 0%
0%
individual project pages as a whole. UK BE ES NL
Mggg 2 Hover project
14% 20%
Improvement on getting traffic to MGGG
Scroll right
pages still possible (f.e. Create or add visuals 12%
Scroll left
home & brand box & as related pages)
10% Scroll numbers
72%
8% % MGGG Projects Click location
% MGGG Landing Click project name
6%
MGGG All Click sector
4%
2%
0%
UK BE ES NL
20 20
MGGG Search Functionality Key Figures MGGG 2.0, time on page, bounce- and exit rate
Decrease from 11% errors on search to 4% Improvement on project pages needed, still high bounce rate
Mggg 2.0 Search
3% UK NL ES BE
2.0 1.0 2.0 1.0 2.0 1.0 2.0 1.0
Geographic Location
18% All
Wrong Search Time on page 0:01:07 0:01:03 0:01:05 0:00:57 0:00:59 0:00:56 0:00:57 0:01:02
Bounce 45,84% 46,43% 42,29% 43,26% 43,15% 43,94% 51,53% 53,76%
7% Projects
Exit 21,00% 19,96% 23,64% 21,06% 16,89% 13,86% 20,24% 20,21%
4% Sector & Keyword
69% Landing
Combi
Time on page 0:01:28 0:01:08 0:01:09 0:01:10 0:01:06 0:00:59 0:00:55 0:00:48
Bounce 16,08% 26,82% 12,75% 16,29% 15,50% 18,23% 10,78% 26,67%
Exit 15,83% 16,68% 15,18% 19,50% 12,25% 11,52% 11,35% 11,35%
Mggg 1.0 Search
Projects
0%
Time on page 0:00:50 0:00:52 0:00:54 0:00:52 0:00:56 0:00:59 0:00:54 0:00:50
Bounce 60,20% 60,62% 50,35% 49,29% 48,90% 48,64% 54,97% 57,11%
19% Geographic Location Exit 27,85% 27,03% 27,29% 25,33% 23,49% 19,55% 30,50% 30,43%
Wrong Search
Search improved; number of wrong search from
8% Projects
13% to 4% and with introducing MGGG 2.0 3% of • No big changes on all MGGG pages, this is related to not changing project detail pages, which are quit high in volume
the people are searching on a combination of 60% Sector & Keyword • Big improvement on Landing pages (time on page en bounce rate)
13%
sector and location. Combi
• Branches who uses blocks below the map on landing page have the lowest bounce rate (NL) and (BE)
–use it as designed gives best bounce rate-
Source: NL Branche • Project detail pages has still a high bounce rate, use the ability of blocks (left for retail customers & right for loans)
20 69 20

70. Engagement
70

71. Facebook for
Triodos Bank
A “how-to-guide” for Facebook
71

72. Table of contents
1.The power of Facebook Content strategy
2.Why Facebook
Community management
3.How to apply Facebook for Triodos Bank:
Internal organisation
4.More information
Who to favourite
Connection public site
ROI & KPI’s
Facebook campaigns
72

73. Power of Facebook
73

74. How to apply Facebook for Triodos Bank
Triodos Bank content strategy: Approach
To achieve your branding, sales and customer care Only Triodos Bank creates posts on Fan page wall,
strategy, build and develop meaningful because Facebook is our official channel:
• our fans are not allowed to posts items, because
relationships by having a great content strategy these will be pushed to all our fan’s private walls as
an approved message from Triodos Bank
Interactive content related to Triodos Bank • comments are open for everybody (reading and
•Video or conference reacting)
•Public event / calendar • With this approach we create a manageable
community with ‘controlled’ communication
•Published interviews
•Website content / news
•New financed projects (KWYMG)
•E-zine / Newsletter
Practical tips
•Colour of Money
• Post manually
•Campaigns • More than twice posts a week preferred
•Visuals • Include a link to refer to
• Avoid being boring and too commercial
Rule
Post approved content always by Triodos Bank spokesman
(e.g. Dutch Branch has a weekly meeting with Mar&Com + PR + Customer Service + Key-user)
74

75. Community
management
How to deal with comments,
questions and flame

76. How to apply Facebook for Triodos Bank
What to do with reactions/comments?
Do’s Don’ts
1. Handle critical issues with care 1. People like asking and complaining. It is free!
• Reply that you will send a detailed response to Do not worry too much.
his/her e-mail. Offer this possibility to anyone who 2. Avoid placing personally identifiable
also wants to know more about that issue . information in the comments
• Ask for a phone number to call and explain him/her in
3. Don’t allow spam & self promotion*
depth, or invite him/her to visit your office.
4. Don’t allow insulting*
1. Give quick and clear replies. Some times, if you
wait, critical posts will be ‘corrected’ by other
fans.
2. Fans like to share their experiences, positive or
negative:
Experience from Spain
• Positive: reinforce (not always and not necessary)
Key issues on fanpage:
• Negative: try to convert it into an opportunity (more
details to help to resolve)
4.Set-up standard Q&A’s
5.We always respond but we do not always try
to have the last word
76

77. ROI & KPI’s
How to define success and
steer on the right KPI’s

78. How to apply Facebook for Triodos Bank
Ambassador
ROI; How do you measure commercial results?
Share
Customer
Fan/
Measure commercial results in two ways:
Consume
content
1.Number of leads whose origin is Facebook.
2.Number of visitors whose origin is Facebook.
Interactivity
Meaningful relation
Visits Average cpc
4.200 x € € It’s almost impossible to create a business
case on Facebook only from commercial
perspective.
Leads Average lead value
Measuring the to be achieved goals;
75 x € € + ‘Branding’, ‘Service’ and ‘Commercial’ is
very hard because it’s the start of a
€ Per month meaningful relation.
78

79. Blijf Triodos Bank volgen, laat ons weten wat je van ons vindt:
@Wout
+316 245 333 64
wout.vandendool@triodos.nl
www.triodos.com
www.slideshare.net/wdool