“Hur förhålla sig till den digitala revolutionen med appar, sociala medier o.s.v. – Hur skapa flera affärer”
Västsvenska Handelskammaren 2014-09-10
Erik Ekholm, Skapa AB
Innehåll
• Några trender• Strategier • Innehållsmarknadsföring• Rätt besökare blir leads• Diskussion
Presentation – Erik Ekholm
• CEO at Skapa• Master of Science and Naval Architect at
Chalmers University of Technology• Previously at Stena AB, Volvo Trucks,
Rosemount Tank Radar• Founded Skapa in 1996• Lecturer in online marketing at IHM
Business School, Stockholm School of Economics, West Sweden Chamber of Commerce and University of Borås.
Skapa – smart online communicationCommunication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content – regardless if it’s published on blogs, social media or websites.
Web, technology and developmentWe build advanced and easy-to-use apps, extranets, blogs and websites that supply the data at to the right person at the right moment!
Skapa – Committed to our customers…
A few trends…
Mobile use will increase even more!
• Mobile users reach for theirphone 150 times per day –thats the equivalent ofabout every six minutes all the time when awake. In average!
• Think web mobile first!
Mobile data +65% from 2013 to 2014
http://www.akamai.com/stateoftheinternet/
Q1, 2013
Q1, 2014
Utilities and productivity more than doubled
http://mashable.com/2014/01/14/mobile-app-use-2013/
Mobile drives the increase of web traffic
-40,0%
-20,0%
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
140,0%
Customer 1 Customer 2 Customer 4 Customer 5
Increase from Aug -13 to Aug -14 of visitors from desktop, smartphones and tablets.
Desktop Smartphone Tablet
Source: Google Analytics from four of Skapa’s customers
25 % Phones & tablets
19,3 % Phones & tablets
18 % Phones & tablets
48% Phones & tablets
Phone+TabletAugust 2014
The Internet of Things
“Internet of Things/Everything”
• Google + Nest (3,2 billion USD)
• GE + Intel (cooperation)• AT&T + Cisco (cooperation)• IoE worth 19.000 billion
USD this coming ten yearsaccording to Cisco’s CEO
• Rolls-Royce enginestransmitted data for fourhours after airplane was lost
Baby watchers, lamps, TV, music equipment, locks, cars, health &fitness, more…
Wearable and connected devices: Galaxy Gear Fit Ring Google
Glass
Jawbone
Pebble
User generated content and behavior
Waze(Acquired by Google for USD 1 billion)
WhatsApp(Acquired by Facebook for USD 19 billion)
AirBnB(500,000 listings in 33,000 cities)
Chinese ahead in many fields
• China – iOS + Android userssurpassed USA, Q1 2013
• 55% of total media consumption timeon mobile and Internet vs 38% in USA
• Alibaba – Gross Merchandise VolumeSurpassed Amazon.com AND eBay, Q4:12. Valued at 155 billion USD.
• Sina Weibo 新浪微博 (like Twitter+Facebook) has 530 million users and 600 million USD in revenue
• Chinese mobile and social media services are advancing fast and willsoon be successful also in the western world
Strategies
EDITORIAL CALENDAR
SEARCH OPTMIZATION
POLICIES & GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY & TONE
STRATEGIES
METRICS
RISKS
BRAND
TACTICS & PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION & TARGET
WORK PROCESSES
ORGANIZATION
CONTENT GOVERNANCE
NEEDS & CHALLENGES
TARGET GROUPS
What's the ultimate goal of your online communication to achieve business results? Is it (for example) to: • Increase brand awareness?• Improve client engagement? Build confidence/trust?• Decrease customer support inquiries?• Attract and retain key staff members• Support sales with valuable leadsAnything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goals
“Our main goal is to get closer to the customers”
”Creating valuable local dialogues”
Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
Ensure top management support and engage (inform & motivate) staff to make sure your strategies are successfully implemented
True engagement and motivation is needed
Where are your target groups?
Strategies to attract the most relevant visitors
Content Marketing
Your audience is your present and future customers –
give them what they are searching for!
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
Inspire new business and develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers’ everyday needs, challenges, and questions.
Content marketing
Website
YouTube
Mobile
FlickrTwitter
LinkedInFacebook
Blog
YouTube
Mobile
FlickrTwitter
LinkedInFacebook
WebsiteBlog
Tripnet – local expertise
Google: lastbalansering
Lantmännen Bozita care about your pet!
http://blogg.bozita.se/allergitest-pa-hund-och-katt/
Google: allergitest på hund
Relevant visitors become leads
Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
Content marketing
TidCampaigns
Content
Marketing value
• Gör en strategi• Planera för innehållsskapandet• Tänk på Google• Organisera för sociala medier• Mobile first• Verksamhetsnära appar med kundnytta• Våga göra det! • Var uthållig!
Sammanfattning
Diskussion
Vad kan Skapa göra för er?
• Strategisk rådgivning för smart online-kommunikation
• Webbplatser och bloggar i ett ekosystem av sociala medier
• Innehållsmarknadsföring som skapar framgång
• Systemutveckling av webbaserade lösningar och appar för effektivare verksamhet
Kontakta mig gärna för ett möte:Erik Ekholm, Skapa.seTel 031 [email protected]/erikekholmfacebook.com/erikekholmse.linkedin.com/in/erikekholmyoutube.com/erikekholmpinterest.com/erikekholmflickr.com/photos/erikekholm
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