【大阪開催】
Yahoo! JAPAN担当者登壇！最新トレンドをお届け！トリプルメディア活用によるサイト集客力アップセミナー

In the first part, he explained the effectiveness of content marketing and the points to be suppressed regarding attracting customers using "advertising".

In the introductory part, we introduce changes in the online advertisement market and user behavior in recent years.
In today's world where the amount of media and information is rapidly increasing, the rate at which users receive (or pass through) information is increasing, and he touched on the current situation where users are most dissatisfied with the "gap between the information they are looking for" and the "gap between what they are looking for" and what they are looking for.

Next, I introduced the points and specific methods of content marketing that are effective in such situations. The main points are as follows.

• -Content: Creating "appropriate, valuable and consistent content" makes it difficult for users to create gaps.
• ・目的：認知拡大、顧客育成に効果がある。中長期的な購入・LTV増加に貢献。
• -Target: Reachable to users in "content consumption mode *" that could not be approached by conventional advertising.
  * Content consumption mode: A state in which content such as news articles and videos is being browsed one after another.
  It accounts for 20% of Internet usage time (comScore survey)

Some of the visitors have already started content marketing, but it is common to all participants.
"We are focusing on content creation and have not been able to utilize it."
"Even if you spend money and effort to make it, will people really get together?"
It seems that there are many people who have worries and anxieties about utilization.

On the other hand, at the end, we will introduce an example of attracting customers using Yahoo Content Discovery (recommended advertisement displayed at the end of articles such as Yahoo News).
By devising creatives such as catches and thumbnails, devising conductors, and using media suitable for content marketing, the ratio to the inflow source is 42.8%, and the unit price for attracting customers is Yahoo! The first part was closed by reaffirming the power of content marketing utilization, such as being reduced to one-third that of the display network.

In the second part
・ I don't know how to operate owned media
・ I don't know how to use Google Analytics
For those who like, we will explain at a practical level how to improve our site using Google Analytics.
It proceeded in line with the operational flow of "KPI setting ⇒ development of accurate measurement environment ⇒ reporting ⇒ analysis ⇒ improvement measures".

In the first half, we will explain the role of owned media and the points of KPI (goal) setting along with it.
Especially for KPIs, if measures were taken without being set, the quality of the results and the factors could not be determined later, and it would not lead to the next improvement, so it was a powerful explanation.
As a point of KPI setting, we recommend that you do not aim for sales in a single step, but break it down into indicators (micro conversion) that are directly linked to sales, such as downloading materials and acquiring inquiries.

Next, I will explain how to set KPI and analysis environment using the screen of Google Analytics.
For companies that are not actually being used, there are many cases where accurate numerical values cannot be obtained because the initial settings have not been completed correctly.
Although the introduction was focused on the points, many participants were enthusiastically taking notes.

He also explained the analysis method on Google Analytics with the case of EC-Growth-Lab (our own site), "Where did the user see which article and how much conversion?" I told you practically along the flow.
He also touched on the applied functions of Google Analytics, and concluded the second part by introducing ready-to-use methods such as content analysis methods using goal setting and visualization techniques using scatter plots.

The first half is about the latest SNS trends and the characteristics of each media.
While touching on the trend of domestic SNS users and monthly active users, we will take up major SNS such as Facebook / Twitter / LINE / Instagram and explain the features of each medium and how to use it properly.
In addition, not limited to the use of SNS, he said that it is important to clearly define the purpose of use first and then select a medium that suits that purpose and target.

In addition, as a common problem when operating our own SNS, we will introduce examples such as "business is concentrated on one person in charge" and "transmission timing is different".
In many cases, the roles are concentrated on one person and high-quality transmission does not continue. It is important to build a system to grow SNS as a company while managing man-hours and personnel in charge.
Regarding the call timing, we recommend that you decide in advance the day of the week, time zone, frequency, such as "every day at 9:00 AM", and efficiently connect to users.

The second half is a practical use of SNS that can be used immediately.
Introducing successful cases of O2O and postings by store staff using the case of our client (used apparel brand).
In addition, the user's "sickness" is faced when operating for a long time. As a way to eliminate the rut, we introduced the use of free functions unique to SNS such as coupon distribution and voting, and concluded it.