digital marketing - oplæg for erhvervsakademi lillebælt (eal) d. 07.05.2015
TRANSCRIPT
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DIGITAL MARKETING
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CHIEF CONSULTANT & PARTNER PASSION FOR DIGITAL BUSINESS STRATEGI
Harald Reedtz Tokerød
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TRENDSSOCIAL BUSINESS
CONTENT MARKETINGINSPIRATION
DIGITAL BEHAVIOUR & APPEARANCETRUSTCASES
OUR OWN APPRACH
WHAT’s HE TALKING ABOUT?
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Marketing today
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TRENDS
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CUSTOMERS WANT TO HELP THEMSELVES
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EMPLOYEES AS AMBASSADORS
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SOCIAL BUSINESS
To connect networks of customers, partners and employees – and the use of analytics to gain insights from these relations, in order to improve our work and concept/product development. - IBM
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CONTENT MARKETING
- Content Marketing Institute
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We buy in on trust
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THE TRUST EQUATION
Credibility x Reliability x Intimacy
Self-orientationTRUST=
(Charles H. Green)
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SOCIAL MEDIA
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OVERVIEW
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Social Media – Trends
Facebook no longer free. You only reach 6% of your followers.
Video is taking over! It requires companies to do visual communication.
Customers want to help themselves. So facilitate DIY.
It’s more than ever all about relations and network.
Content content content. (increased pressure for relevance & timing)
Customers have gained greater influence and lower tolerance. (involve!)
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IT’S ALL ABOUT PEOPLE BEFORE
PLATFORMS& TOOLS
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SOCIAL MEDIA
Customer / User
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Remember to be social in social media
• Listen to the users • Be curious• Seek the dialogue• Be in • Informanl• Authentic• Humorous• Show it don’t tell it
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YOU PAINT THE PICTURE YOURSELF
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The most preferred social media3,5 mio. DK users
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APPROVED
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Københavns Lufthavn
• A clearly defined strategy social media to increase the interest and the sales in the airport.
• Higher engagement results in higher sales.
• Achieve comfortability for the travellers through personal dialogue.
• Customers to know the airport better.
• The Airport wants to inspire customers before, during and after the trip.
FORMÅL: Closer relation and insights about customers. More personal service.
Increase in sales in the stores.
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• Comfortable• Easy og bekvemt• Good service and experience• No staff involved
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Comfortability through storytelling
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PR in BØRSEN
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1,8 mio. Danes have a profile
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Why Linkedin?
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ADVOKATEN
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Advokatm. speciale i skilsmisse
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44
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“I’m not here to sell anything. I’m here to give!
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12% of the Danes have a profile (570.000 ppl.)4% active on daily basis
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Begreber
Et tweet
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CitiBank’s approach to Digital
SEARCH > SEO > SOCIAL = GEOmarketing
Baggrund: Citi case study: 76% buying decisions are personal and local. Therefore “mobile enabled local search” critical for conversion of customers.
Objectives:• Differentiate the service offered to the clients in an industry
where it is much undifferentiated. • More new customers • Appear more professional (take the customers seriously)• Don’t compromise on security. • Protect the brand through customer service (listen & solve)
Achieved 1 million likes in first year. Strong reach and strengthened customer relation = Higher revenue.
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At lande et møde på Twitter
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CALCULATIONCONVERSION RATE
NUMBER OF CLIENTS
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POSITIONERING
CASES
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Summerbird – Digitale Univers
Social media
Email newsletterContent
Website + landingpage
Facebook + Instagram + TwitterBloggers + Ambassadors
Compaign conceptValentine + EasterSocial content
SignupsCall-to-action mailsAffiliate mails
Conversion optimizationLanding pageCampaigns Adwords
RetargetingSEO
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CLEAR STRATEGY
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SOCIAL MEDIA STRATEGY
• A selection of SoME channels relevant for the company’s target group
• According to the readiness of the company.
• Collaboration between marketing, sales, communication, IT, HR, cust. service & R&D.
• Long term strategy (1-3 yrs). Framework for the initiatives in the social landscape.
• It’s all about why, how and which social media the org. should apply to strengthen it’s digital presence and digital identity.
• Clearly defined objectives.
• Analytics & KPI’s
Experiment > Measure > Evaluate > Corrective actions
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WHENEVER THE CUSTOMER FEELS READY AND REALISES HIS NEED…. THEN WE’RE READY WITH THE RELEVANT TOOLS
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PULL STRATEGY – WE DON’T WANT TO PUSH
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THAT CALLS FOR CONTENT
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AND A DIFFERENT APPROACH
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![Page 86: Digital Marketing - Oplæg for Erhvervsakademi Lillebælt (EAL) d. 07.05.2015](https://reader033.vdocuments.site/reader033/viewer/2022052915/588af68f1a28abf8548b57a1/html5/thumbnails/86.jpg)
Fire away.
QUESTIONS?