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DIGITAL MARKETING
CHIEF CONSULTANT & PARTNER PASSION FOR DIGITAL BUSINESS STRATEGI
Harald Reedtz Tokerød
TRENDSSOCIAL BUSINESS
CONTENT MARKETINGINSPIRATION
DIGITAL BEHAVIOUR & APPEARANCETRUSTCASES
OUR OWN APPRACH
WHAT’s HE TALKING ABOUT?
Marketing today
TRENDS
CUSTOMERS WANT TO HELP THEMSELVES
EMPLOYEES AS AMBASSADORS
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
CONTENT MARKETING
- Content Marketing Institute
We buy in on trust
THE TRUST EQUATION
Credibility x Reliability x Intimacy
Self-orientationTRUST=
(Charles H. Green)
SOCIAL MEDIA
OVERVIEW
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!)
IT’S ALL ABOUT PEOPLE BEFORE
PLATFORMS& TOOLS
SOCIAL MEDIA
Customer / User
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
YOU PAINT THE PICTURE YOURSELF
The most preferred social media3,5 mio. DK users
APPROVED
30
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.
• Comfortable• Easy og bekvemt• Good service and experience• No staff involved
Comfortability through storytelling
PR in BØRSEN
1,8 mio. Danes have a profile
Why Linkedin?
ADVOKATEN
Advokatm. speciale i skilsmisse
44
“I’m not here to sell anything. I’m here to give!
12% of the Danes have a profile (570.000 ppl.)4% active on daily basis
Begreber
Et tweet
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.
At lande et møde på Twitter
CALCULATIONCONVERSION RATE
NUMBER OF CLIENTS
POSITIONERING
CASES
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
CLEAR STRATEGY
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
WHENEVER THE CUSTOMER FEELS READY AND REALISES HIS NEED…. THEN WE’RE READY WITH THE RELEVANT TOOLS
PULL STRATEGY – WE DON’T WANT TO PUSH
THAT CALLS FOR CONTENT
AND A DIFFERENT APPROACH
Fire away.
QUESTIONS?
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