HUG Tel Aviv - Eye on piracy (efrat)
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There are over 80 HUGs worldwide and we are proud to launch the first Tel Aviv HUG for Inbound Marketing. This presentation (originally presented on May 6, 2015) outlines the speakers featured and the topics discussed with some fun facts that highlight why Inbound Marketing holds the key to our future. In this presentation, Efrat Fenigson of Viaccess-Orca, presents "An Inbound Case Study: Eye on Piracy - Combating TV Sports Piracy".
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HUG Tel Aviv - Eye on piracy (efrat)
- 1. Efrat Fenigson Senior Director of Marketing Communications @efenigson LinkedIn Inbound Case Study: Eye on Piracy – Combating TV Sports Piracy #HUGTelAviv
- 5. Lead Generation – The Funnel #HUGTelAviv
- 6. Marketing Strategy: Inbound Marketing #HUGTelAviv
- 8. Case Study: Eye on Piracy – Combating TV Sports Piracy #HUGTelAviv
- 9. Old Product Positioning: “Anti-Piracy Services”
- 10. New Brand: Eye on Piracy #HUGTelAviv
- 11. New Brand: Presentation & Visuals
- 12. Eye on Piracy: Webpage Click here to view
- 13. Eye on Piracy: Webpage #HUGTelAviv
- 14. Guide Page Results: 129 visits submissions/conversion 25.6% new contacts: 9.3% of 129 #HUGTelAviv Click here to download
- 15. White Paper #HUGTelAviv Click here to download
- 16. White Paper Page Results: 752 visits submissions/conversion 23.2% new contacts: 4.1% of 752
- 17. Automated Workflow: for White Paper Email Email Results: 50.8% open, 20.3% CTR (128 people)
- 18. Lead Generation from Industry Publications http://www.v-net.tv/keeping-an-eye-on-piracy http://www.broadbandtvnews.com/keeping-an-eye-on-piracy/ 130 leads generated to date #HUGTelAviv
- 19. White Paper Follow-up Email Results: 51% open, 8.5% CTR #HUGTelAviv
- 20. Webinar Page Results: 234 visits submissions/conversion 27.4% new contacts: 2.6% of 234Email Results: 18.3% open 1% CTR
- 21. Webinar #HUGTelAviv Webinar Results: 190+ Leads Click here to view
- 22. Webinar Follow-up Email Results: 43.2% open 13.7% CTR #HUGTelAviv
- 23. Top-Campaign: World Cup 2014 Page Results: 1113 visits submissions/conversion 19.3% (215) new contacts 3.8% (43) (Net – 140 registrations)#HUGTelAviv
- 24. Advertising
- 25. World Cup 2014: Invitation Email Results: 17.7% open 2.5% CTR #HUGTelAviv
- 26. World Cup: June-July 2014 Weekly Newsletters Reports Avg. Email Results from 6 Newsletters: 59% open 30% CTR Click here to download reports
- 27. No Such Thing as Free PR? 30 visits from 3rd party publications submissions/conversion 18.5% (5 leads) Which are all new contacts Click here to view
- 28. Blog Impact on the Campaign The Blog Created: 79 visits to this page (out of 1113 visits) submissions/conversion 15.2% new contacts: 5% out of the 59#HUGTelAviv
- 29. Blog Impact: 1 Visitor then Spreads the Word
- 30. No Such Thing as Free PR? 1. 3. 2. 4.
- 32. Events & Demonstrations Sportel: 5 leads IBC: 10 leads TV Leaders Summit: 50 potential leads #HUGTelAviv
- 33. Panel at IBC Exhibition: Targeted Email Invitation Email Results: 47% open 6.3% CTR#HUGTelAviv
- 34. Panel Registration Page Results: 213 visits submissions/conversion 22.5% new contacts: 11.27% out of 213
- 35. 42 registrations, 31 participants – all highly relevant Panel: Results
- 36. Email Results: 41.4% open 13.8% CTR (to the white paper) Panel: Follow-up Email #HUGTelAviv
- 37. Email Results: 34% open 5.5% CTR Panel Video: Email & Blog Click here to view the panel
- 38. Blog Posts During the Campaign
- 39. Blog Results: Good Traffic, Long Duration of Stay #HUGTelAviv
- 40. Social Media – Sharing & Engaging
- 41. New Infographic Results: 632 visits Avg. time on page: 4.23 minutes Click here to view
- 42. VO Wins an Award #HUGTelAviv
- 43. New Customers
- 44. Thanks! #HUGTelAviv Efrat Fenigson Senior Director of Marketing Communications @efenigson LinkedIn
Hinweis der Redaktion
- Here is a profile of VO in numbers: - We have more than 300 employees - Serve more than 16 million subscribers - Have 20 years of experience in the industry - Have more than 90 clients that operate in more than 35 countries - Our partnership network consists of more than 90 players
- VO has clients and local presence across the globe, making sure that we are never far away from a customer, wherever they are located
- אסטרטגיית שיווק המתמקדת בלהמצא על ידי לקוחות.
- אנשי שיווק מושך מרוויחים את דרכם ללקוח בניגוד לאנשי שיווק דוחף שעליהם לקנות להתחנן או להציק בדרכם ללקוח. Marketing strategy that focuses on getting found by customers. Inbound marketers “earn their way in” in contrast to outbound marketers who have to “buy, beg, or bug their way in”. http://www.jeffbullas.com/wp-content/uploads/2011/11/Inbound-Marketing-Infographic.jpg
- http://marketing.viaccess-orca.com/resource-center/brochures/eye-on-piracy
- http://marketing.viaccess-orca.com/resource-center/white-papers/562-keeping-an-eye-on-piracy.html
- Follow-up email: 51%, CTR 8.5%
- http://marketing.viaccess-orca.com/resource-center/webinars/567-keeping-an-eye-on-live-streaming-piracy.html
- http://marketing.viaccess-orca.com/resource-center/webinars/567-keeping-an-eye-on-live-streaming-piracy.html
- http://marketing.viaccess-orca.com/worldcup2014 Among the registrations: Sky, Turner, UEFA, English Premier League, International Olympics Comittee)
- Email: 17.7% open, 2.5% CTR
- 27 views, 5 submissions & new contacts (18.5%)
- Page: 1077 views, 18.9% conversion/submissions (204), 3.62% new contacts (39) 135 registrations (Sky, Turner, UEFA, EPL, IOC) – no VO, competitors, no direct mails
- Leads from sportel: 5 leads, IBC: 9
- Email: 47% open, 6.3% CTR
- Views: 213 submissions/conversion: 22.5%, new contacts: 11.27%
- Email: 41.4% open, 13.8% CTR
- http://blog.viaccess-orca.com/tag/eye-on-piracy/
- https://app.hubspot.com/social/330957/monitoring/1413295/