developing a social media strategy for saxo.com

Copenhagen, August 20., 2014

Developing a Social Media Strategy for SAXO.com

KOMFO SOCIAL SUMMIT 2014

Think! Digital / Tilbud på redesign af www.3.dk / Juli 2014 / Fortroligt. 2

About Think! DigitalThink! Digital is a Copenhagen based digital agency that creates connected experiences, products and services.

Digital IS business.

Founded 2011 / 22 Employees / Co-creates with freelancers and other agencies

Strategy & Planning

Analytics

Visual Design

UX & Interaction Design

Technical Advisory

Clie

nt s

ervi

ces

Think! Digital

Major clients (since december 2011)

GN ReSound

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The largest internet bookstore in Denmark

16 mio yearly visits at www.saxo.com

600.000 customers

4 mio items on sale

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Project start

Project end

February 2014: 19.000 Facebook fansAugust 2014: 31.000 Facebook fans

Number of Facebook likes

Social Media Strategy Framework

SAXO.com case

Take aways&

questions?

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The next 28 minutes...


SAXO.com case

Take aways&

questions?


SAXO.com case

Take aways&

questions?

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Can you answer

this?

What is the impact on the bottom line, if your social media budget is

increased by 10%?

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... why should your budget be increased?

...if not

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From social media to social business...

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Response to inquiries

We are on Facebook

Sales is driven by social

Customer service


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We are on Facebook


Customer service

Driven by individual departments


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“Big data”Data driven communication

IntegrationWeb/social/loyalty/mobile

Scaling through automation

We are on Facebook


Customer service

Driven by individual departments


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“Big data”Data driven communication

IntegrationWeb/social/loyalty/mobile

Scaling through automation

We are on Facebook


Customer service

Driven by individual departments Across the Organization> Strategic


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Raison d’êtreWhere do we want to be?

Touch points & engagement

Starting pointWhere are we now?

Context

Users

Action planBusiness case & Organisation

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Process


SAXO.com case

Take aways&

questions?

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SAXO.com case

Take aways&

questions?

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How should SAXO.com use social media to support the overall business strategy?

The briefHow can we gain better customer insights

through data from social media?

How can we leverage social media to create strong relations between:

The reader, The book, The author

How can we leverage social media to display that SAXO.com is a vibrant market place

and that there are real people behind the website?

How can social media be used to add value to the SAXO.com brand and products?

Facebook.com/saxocom15

Michelle Kristensen CompetitionRemember to segment your audience


Intro-text


Offers (again and again)


Great postSeeking dialogue

First you build trust - then you sell...

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Which SoMe channels should be in focus and how?

How do we prioritize?

The project

Prerequsites• Strong support from management.• And a skilled and entusiastic team at SAXO.com.

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Kickoff Week 2 Week 3 Week 4

Workshop Workshop

Final documentation

Implementation

Workshop

Implementation Ongoing implementation

Handover

Customer insight through personas

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30-35% market share46 years oldPsychotherapist 2 children

20-30% market share.30 years old.Product manager at Electrolux.No children

Target group 1

Target group 2

Always remember your key audienceBefore After

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Raison d’êtreWhere do we want to be?

Touch points & engagement

Starting pointWhere are we now?

Context

Users

Action planBusiness case & Organisation

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Process

Objective (for SoMe)• Consumers (B2C)

• Increase loyalty with existing customers/fans and create more ambassadors.• Inspire customers / fans to the next book purchase.• Increasing awareness of SAXO.com in customers/fans own network.• Create measurable sales.• Strengthen SAXO.coms "social trust" and thus achieve better rankings in search engines.

• Consumers (B2S)• Create measurable sales.• Build relationships with future customers.

• Writers• Create social relationships with writers and together create extra value to each others fans

and followers.

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Seven social media KPI’s

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Loyalty Sales Google rankings

Average reach for Facebook posts (organic, not paid).

Number of website URLs liked on social media during last 30 days.

Objective

KPI 1

KPI 2

KPI 3

KPI 4

KPI 5

KPI 6

KPI 7



E-commerce revenue from customers arriving directly from

social media channels.

Number of Facebook fans (acquired through hard work, not

like-hunting).

Number of Google+ fans (acquired through hard work, not

like-hunting).

Number of Facebook fans (acquired through hard work, not like-hunting).

Number of Google+ fans (acquired through hard work, not like-hunting).

Conversion value(*) from customers arriving directly from

social media channels.

Social media roadmap

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Example

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2 primary and 6 secondary objectivesclosely aligned with the business strategy.

DeliverablesProject roadmap with prioritised list of

13 initiatives and projects.

Dashboard with 7 social media KPIs.

Business case framework to help focus on the most profitable activities and stay clear of the

”shiny new object” syndrome.

Description (personas) of key target groups and their social media habits and needs.


SAXO.com case

Take aways&

questions?

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Take aways&

questions?

Key takeaways 1/4Get the basics right

• Know your objectives and KPIs.• Know your audience.• Set up your conversion goals, tracking and dashboards from day 1.

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Key takeaways 2/4Keep it short and focused

• If developing a social media strategy takes more than 4-6 weeks, then you have either involved the wrong people or too many people.

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Key takeaways 3/4Track, measure and prioritize

• New fascinating social media initiatives and projects should always be evaluated on the same criteria as old less flashy tasks. This also applies to ideas brought forward by top management.

• Effect of most social media activities can be measured through a KPI.• How you staff and organise your social media team is critical.

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Key takeaways 4/4And remember... - a strong presence on social media (including Google+) is one of the most important factors for how Google rank your webpages in the Google search results.

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[email protected]/ThinkDigitalDK

Mads GustafsenManaging [email protected]+45 31 64 01 00

Troels KjemsSenior [email protected]+45 30 25 55 55