{"id":172,"date":"2015-05-19T13:04:51","date_gmt":"2015-05-19T11:04:51","guid":{"rendered":"https:\/\/inma.no\/?p=172"},"modified":"2016-08-19T13:06:41","modified_gmt":"2016-08-19T11:06:41","slug":"er-dette-digitalt-da","status":"publish","type":"post","link":"https:\/\/inma.no\/er-dette-digitalt-da\/","title":{"rendered":"Er dette digitalt da?"},"content":{"rendered":"<p>Digitalt er ikke bare bannerannonser, web-TV eller Facebook-annonsering. Digitalt er i og rundt alt vi gj\u00f8r. I 2015 kan en buss kj\u00f8re p\u00e5 gaten med et kommersielt budskap p\u00e5 seg, hvor en tilfeldig person p\u00e5 gaten tar et bilde av bussen og legger det ut p\u00e5 Instagram &#8211; og vips s\u00e5 har den trykte, tradisjonelle kampanjen blitt viral.<\/p>\n<p>Viral spredning er likevel ikke s\u00e5 enkelt \u00e5 planlegge eller forutsi omfanget av, men man kan legge opp til det ved hjelp av en god strategi. Et viktig moment her er \u00e5 v\u00e6re \u201chands-on\u201d og fange opp signalene n\u00e5r kampanjen spres viralt.<\/p>\n<p>For \u00e5 legge til rette for viral spredning m\u00e5 man produsere innhold som engasjerer. Folk m\u00e5 \u00f8nske \u00e5 bruke sin tid og sitt nettverk til \u00e5 dele ditt budskap. Jonah Berger, professor og forfatter av boken \u201d<a href=\"http:\/\/www.amazon.com\/Contagious-Why-Things-Catch-On\/dp\/1451686579\">Contagious: Why Things Catch On<\/a>\u201d, snakker om metoden STEPPS som alt innhold m\u00e5 inneha for \u00e5 f\u00e5 viral spredning. (Foredrag om nettopp dette kan ses p\u00e5 Youtube:<a href=\"https:\/\/www.youtube.com\/watch?t=1503&amp;v=FN4eDk1pq6U\">https:\/\/www.youtube.com\/watch?t=1503&amp;v=FN4eDk1pq6U<\/a> ).<\/p>\n<p>STEPPS:<br \/>\n&#8211; Social Currency \u2013 folk m\u00e5 f\u00f8le at de f\u00e5r noe eksklusivt som andre vil ha<br \/>\n&#8211; Triggered \u2013 innholdet \u00e5 ha noe som trigger deg til \u00e5 tenke p\u00e5 et produkt<br \/>\n&#8211; Emotion \u2013 n\u00e5r vi bryr oss, s\u00e5 deler vi<br \/>\n&#8211; Public \u2013 n\u00e5r noe er offentlig, kan det ogs\u00e5 treffe dem som er interessert<br \/>\n&#8211; Practical Value \u2013 m\u00e5ten tilbudet presenteres p\u00e5. H\u00f8res det mer attraktivt ut med -25% enn 200 kr i rabatt?<br \/>\n&#8211; Stories \u2013 \u00c5 fortelle en god historie er viktig for \u00e5 f\u00e5 noe delt. Her ligger den virkelige jobben for \u00e5 tilrettelegge for viral spredning.<\/p>\n<p>De digitale utend\u00f8rsskjermene \u00f8ker i antall. De er alts\u00e5 kommet for \u00e5 bli. Men man m\u00e5 ikke bruke alle flatene for \u00e5 f\u00e5 en god kampanje. Et godt eksempel p\u00e5 en kampanje hvor man har brukt en digital skjerml\u00f8sning for \u00e5 skape engasjement og ogs\u00e5 viral spredning i Australia kan du se fra Coca Cola her:<a href=\"https:\/\/www.youtube.com\/watch?v=U12KJQ15zHU\">https:\/\/www.youtube.com\/watch?v=U12KJQ15zHU<\/a> .<\/p>\n<p>Dolly Dimple\u2019s lykkes ogs\u00e5 med sin kreative pizzaleverings-kampanje med utend\u00f8rsmarkedsf\u00f8ring som utgangspunkt, hvor de leverte pizza til kollektivreisende ved bruk av digitale l\u00f8sninger:<a href=\"http:\/\/www.jcdecaux.no\/showcase\/?page_id=1351\">http:\/\/www.jcdecaux.no\/showcase\/?page_id=1351<\/a><\/p>\n<p>\u201cEr dette digitalt da?\u201d sp\u00f8r du kanskje. Svaret er ja. I dagens samfunn er de flest av oss p\u00e5logget via en av v\u00e5re mange dingser stort sett hele tiden, uansett hvor vi befinner oss. Vi deler v\u00e5re opplevelser med venner og bekjente i mange ulike sosiale medier, og dersom noe anses som interessant og oppsiktsvekkende er veien kort fra en bussholdeplass i Oslo til Facebook-newsfeed\u2019en til en person i Hong Kong. Dette m\u00e5 vi som markedsf\u00f8rere b\u00e5de ta h\u00f8yde for, men ogs\u00e5 fors\u00f8ke \u00e5 knekke koden for \u00e5 kunne planlegge virale kampanjer.<\/p>\n<p>av, Hilde Karlsen,\u00a0In Sight AS<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digitalt er ikke bare bannerannonser, web-TV eller Facebook-annonsering. Digitalt er i og rundt alt vi gj\u00f8r. I 2015 kan en buss kj\u00f8re p\u00e5 gaten med et kommersielt budskap p\u00e5 seg, hvor en tilfeldig person p\u00e5 gaten tar et bilde av bussen og legger det ut p\u00e5 Instagram &#8211; og vips s\u00e5 har den trykte, tradisjonelle [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":173,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[16,12],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Er dette digitalt da? - INMA - IAB Norway<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inma.no\/er-dette-digitalt-da\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Er dette digitalt da? - INMA - IAB Norway\" \/>\n<meta property=\"og:description\" content=\"Digitalt er ikke bare bannerannonser, web-TV eller Facebook-annonsering. 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