CHIEF CONSULTANT & PARTNER PASSION FOR DIGITAL BUSINESS
Harald Reedtz Tokerd
TRENDSSOCIAL BUSINESSCONTENT MARKETINGINSPIRATIONDIGITAL
BEHAVIOUR & APPEARANCETRUSTCASESOUR OWN APPRACH
WHATs HE TALKING ABOUT?
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 Institute
We buy in on trust
THE TRUST EQUATIONCredibility x Reliability x
(Charles H. Green)
Social Media TrendsFacebook no longer free. You only reach 6% of
your followers. Video is taking over! It requires companies to do
Customers want to help themselves. So facilitate DIY.
Its more than ever all about relations and network.
Content content content. (increased pressure for relevance &
Customers have gained greater influence and lower tolerance.
ITS ALL ABOUT PEOPLE BEFOREPLATFORMS& TOOLS
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
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
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
Comfortability through storytelling
PR in BRSEN
1,8 mio. Danes have a profileLINKEDIN
Advokatm. speciale i skilsmisse
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
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
CONVERSION RATENUMBER OF CLIENTS
Summerbird Digitale UniversFacebook + Instagram +
TwitterBloggers + AmbassadorsCompaign conceptValentine +
EasterSocial contentSignupsCall-to-action mailsAffiliate
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
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