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DIGITAL MARKETING

Digital Marketing - Oplæg for Erhvervsakademi Lillebælt (EAL) d. 07.05.2015

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Text of Digital Marketing - Oplæg for Erhvervsakademi Lillebælt (EAL) d. 07.05.2015

Digital Strategi

DIGITAL MARKETING

CHIEF CONSULTANT & PARTNER PASSION FOR DIGITAL BUSINESS STRATEGI

Harald Reedtz Tokerd

TRENDSSOCIAL BUSINESSCONTENT MARKETINGINSPIRATIONDIGITAL BEHAVIOUR & APPEARANCETRUSTCASESOUR OWN APPRACH

WHATs HE TALKING ABOUT?

Marketing today

TRENDS

CUSTOMERS WANT TO HELP THEMSELVES

EMPLOYEES AS AMBASSADORS

SOCIAL BUSINESSTo 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 EQUATIONCredibility x Reliability x IntimacySelf-orientationTRUST=

(Charles H. Green)

SOCIAL MEDIA

OVERVIEW

Social Media TrendsFacebook 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.

Its 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!)

ITS ALL ABOUT PEOPLE BEFOREPLATFORMS& TOOLS

SOCIAL MEDIA

Customer / User

Remember to be social in social media

Listen to the users Be curiousSeek the dialogueBe in InformanlAuthenticHumorousShow it dont tell it

YOU PAINT THE PICTURE YOURSELF

The most preferred social media3,5 mio. DK users

FACEBOOK

APPROVED

Kbenhavns Lufthavn30

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. FORML: Closer relation and insights about customers. More personal service. Increase in sales in the stores.

ComfortableEasy og bekvemtGood service and experienceNo staff involved

Comfortability through storytelling

PR in BRSEN

1,8 mio. Danes have a profileLINKEDIN

Why Linkedin?

ADVOKATEN

Advokatm. speciale i skilsmisse

44

Velkommen

Martin fra Samaqua og jeg brnder for dagens emne44

Im not here to sell anything. Im here to give!

12% of the Danes have a profile (570.000 ppl.)4% active on daily basisTWITTER

BegreberEt tweet

CitiBanks 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)Dont 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 mde p Twitter

CALCULATION

CONVERSION RATENUMBER OF CLIENTS

POSITIONERINGCASES

Summerbird Digitale UniversFacebook + Instagram + TwitterBloggers + AmbassadorsCompaign conceptValentine + EasterSocial contentSignupsCall-to-action mailsAffiliate mailsConversion optimizationLanding pageCampaignsAdwordsRetargetingSEO

CLEAR STRATEGY

SOCIAL MEDIA STRATEGYA selection of SoME channels relevant for the companys 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.

Its all about why, how and which social media the org. should apply to strengthen its digital presence and digital identity.

Clearly defined objectives.

Analytics & KPIs

Experiment > Measure > Evaluate > Corrective actions

WHENEVER THE CUSTOMER FEELS READY AND REALISES HIS NEED. THEN WERE READY WITH THE RELEVANT TOOLS

PULL STRATEGY WE DONT WANT TO PUSH

THAT CALLS FOR CONTENT

AND A DIFFERENT APPROACH

Fire away. QUESTIONS?

Harald Reedtz TokerdOxygen A/STlf. 60 13 41 [email protected]@tokeroed