Tech. Blog TIPS - Speaker Deck

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Junichi Okamura 2020.12.2 @ DevRel Meetup in Tokyo #59 Tech. Blog TIPS

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TOPICS • ࠓ·ͰͷΩϟϦΞͰςοΫϒϩάΛͲͷΑ͏ʹ׆༻͖͔ͯͨ͠ʁ • ࣗ෼ͳΓͷςοΫϒϩάʹର͢Δߟ͑ • DevRel AsiaͰຊ౰͸৮Ε͔͚ͨͬͨͲೖΒͳ͔ͬͨͷͰ͜͜Ͱ஻Γ͍ͨ

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ಥવͰ͕͢ɾɾ • Έͳ͞ΜɺԿͷͨΊʹςοΫϒϩάΛॻ͍͍ͯ·͔͢ʁ

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ଟ෼େ͖͘෼͚ͯ͜ͷ̎ͭ • A: ։ൃऀʹ޿͘໾ཱͭTIPSΛެ։ͯ͠ɺࣗࣾίϯςϯπ΁ͷྲྀೖΛਤΔʢ੡ ඼υΩϡϝϯτ ɺ࠾༻ϖʔδͳͲʣˠೝ஌ʢAwarenessʣ • B: ࣗࣾίϯςϯπͷิ଍ࢿྉͱͯ͠ެ։ͯ͠ɺϦʔυͷϦΞϧϢʔβʔԽΛ ਤΔˠސ٬ԽʢConversionʣ The diagram sourced by: sproutsocial https://sproutsocial.com/glossary/marketing-funnel/ A B

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ࣗ෼͕΍͖ͬͯͨ͜ͱᶃ γϟϊϯʢࠃ಺ϚʔέςΟϯάϓϥοτϑΥʔϜʣ2012-2015 • ΤϯδχΞશһ࣋ͪճΓͰ෯޿͍ٕज़هࣄΛࣥච • CTAʢCall-To-Actionʣ͸ΤϯδχΞ࠾༻ϖʔδ • ্ख͍ͬͨ͘఺ɿఆظߪಡऀ΍ϑΝϯ͕૿͑ͨɺ࠾༻࣌ͷձࣾઆ໌ʹ໾ཱ ͭɺΤϯδχΞίϛϡχςΟͰͷ࿐ग़ • ࠔͬͨ఺ɿωλूΊ΍ॻ͘ͷ͕͠ΜͲ͍ɺ͜ͷλΠϓ͸࣭ͱྔΛ௥Θͳ͍ͱ ͍͚ͳ͍ʢৗʹਖ਼͍͠৘ใΛܧଓతʹग़͢ʣɺΤϯδχΞ๩͍͠ Type: A

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Viewer Journey γϟϊϯ

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ࣗ෼͕΍͖ͬͯͨ͜ͱᶄ PayPalʢάϩʔόϧܾࡁϓϥοτϑΥʔϜʣ2015-2019 • ެࣜυΩϡϝϯτ͕ӳޠͷΈͳͷͰ೔ຊޠͰ৘ใΛఏڙ͢Δͷ͕໨త • CTAʢCall-To-Actionʣ͸ެࣜ։ൃऀυΩϡϝϯτ • ্ख͍ͬͨ͘఺ɿ຋༁Ͱ͸ͳ͘ΨΠυʹͨ͜͠ͱͰमਖ਼ΠϯύΫτΛܰݮɺ ֎෦αΠτΛ࢖ͬͨ͜ͱͰSEO΍ϑΟʔυόοΫ΋֫ಘ • ࠔͬͨ఺ɿެ͔ࣜΒ཭୤͢Δɺ׬શ຋༁ΛٻΊΔ੠ɺৄࡉ͸݁ہӳޠ΍Μ͚ ͱ͍͏੠ Type: B

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Viewer Journey PayPal

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ࣗ෼͕΍͖ͬͯͨ͜ͱᶅ ShopifyʢάϩʔόϧίϚʔεϓϥοτϑΥʔϜʣ2019- • PayPalͱಉ͡ཧ༝ʴύʔτφʔڭҭίϯςϯπʹԠ༻ • CTAʢCall-To-Actionʣ͸ެࣜ։ൃऀυΩϡϝϯτʴύʔτφʔొ࿥ • ্ख͍ͬͨ͘఺ɿPayPalಉ༷ͷमਖ਼ίετ࡟ݮɺϑΟʔυόοΫ͸ϑΥʔϥ Ϝ΁ͷϦϯΫΛ׆༻ɺڭҭ༻ಈը΁ͷϦϯΫͰӳޠͷϋʔυϧݮগ • ࠔͬͨ఺ɿϖʔδ͕ຒ΋Εͯ೔ຊޠެ͔ࣜΒݟ͚ͭʹ͍͘ɺ׬શ຋༁ͷχʔζ ͸ґવ͋ΓɺϓϩμΫτΞοϓσʔτૣ͍ͷͰաڈهࣄͷվగඞཁ Type: B

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Viewer Journey Shopify

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ؾ෇͖ • CTA͔Βߟ͑Δͱ໎ࢠʹͳΓʹ͍͘ • Viewer JourneyΛ੔ཧ͢Δ͜ͱͰίϯςϯπ΍ϑΥʔϚοτͷݟ௨͕͠Α͘ͳ Δ • ͦͷ͜ͱͰͦ΋ͦ΋ʮϒϩάʯͱ͍͏ϑΥʔϚοτʹݻࣥ͢Δඞཁ΋ͳ͘ ͳͬͯ͘ΔʢϑΥʔϥϜɺಈըɺ഑৴ɺίʔυूɺదࡐదॴͰ࢖͍෼͚Δʣ • ʮ఻͑ख໨ઢʯΑΓʮಡΈख໨ઢʯ͕େࣄʢඞͣࣗ෼ͰެࣜυΩϡϝϯτΛ ಡΜͰࢼͯ͠ॻ͘ɺ౴͚͑ͩͰͳͯ͘ௐ΂ํ΋ॻ͘ͳͲʣ