Likes, tweets, posts, comments…Managing your online communities to engage and retain customers by Harald Reedtz, Denmark

Likes, tweets, posts, comments... Managing your online communities to engage and retain customers.

Storytelling Storytelling becomes storysellingbecomes storyselling

Social media is about communication. Social media is about communication.

ItIt’’s about telling and selling the good story. s about telling and selling the good story.

Through engagement.Through engagement.

Keyword: authenticKeyword: authentic

Selling without selling ?!Selling without selling ?!

USPs becomes ESPs = emotional selling pointsUSPs becomes ESPs = emotional selling points

• You need to be there. I mean BE there. You need to be there. I mean BE there.

• If youIf you’’re not there, how can you be authentic?re not there, how can you be authentic?

ChannelsChannels

CHANNELS CREATE CONVERSATION AND CHANNELS CREATE CONVERSATION AND EMOTIONSEMOTIONS

ToolsTools

TOOLS CREATE CONTENT AND MEANINGTOOLS CREATE CONTENT AND MEANING

Listen to your Listen to your customers customers

Source: Marketingfacts.nlSource: Marketingfacts.nl

FacebookFacebookUnisport webshop

30% of total revenue

from Facebook (!)

InstagramInstagram

TwitterTwitterRelations

Crowdsourcing

Branding & positioning

LinkedinLinkedinKvickly FMCG retail chain

CSR policy & initiative

Exposure

Positioning

Google+Google+It’s mostly about visibility (SEO)

Google hangouts

- recorded and on air

PinterestPinterestmissdesignsays

Danish Design Blogger

100.000 visitors/month

2nd biggest traffic driver

The good approachThe good approach

How often do I need to make an update?How often do I need to make an update?

WhatWhat’’s the purpose? s the purpose?

Relevance, Quality & TimingRelevance, Quality & Timing

ItIt’’s not just marketing !s not just marketing !

ItIt’’s about communication and relations. Simply. s about communication and relations. Simply.

Be sure to engage with your audience. Be sure to engage with your audience.

Content Marketing Content Marketing FrameworkFramework

Source: Content Marketing InstituteSource: Content Marketing Institute

Objectives & KPIObjectives & KPI’’ss

Relations & power of Relations & power of ““voicevoice””

Traffic to websiteTraffic to website

Brand reputationBrand reputation

Trust Trust

Effective marketingEffective marketing

SalesSales

The funnelThe funnel

AwarenessAwarenessEngagementEngagement

ActionActionRetentionRetentionFBFB

WebsiteWebsite

WhitepaperWhitepaper

BlogBlog

TwitterTwitter

$$BlogBlog

FBFB

SlideshareSlideshareSlideshareSlideshare

TwitterTwitter

WebinarWebinar

PinterestPinterest

ContentContent

LEGO forces mngmt to LEGO forces mngmt to understand Social Mediaunderstand Social Media

4 value measuring 4 value measuring metricsmetrics

- increasing sales- increasing sales- more efficient in - more efficient in marketingmarketing- building brand affinity - building brand affinity - protecting the brand- protecting the brand

source: http://www.marketingmagazine.co.uk

http://www.marketingmagazine.co.uk/

Social media landscapeSocial media landscape

websitewebsitewebsitewebsitetoolstoolstoolstools

pinterespinterestt

pinterespinterestt

LinkedinLinkedinLinkedinLinkedin

twittertwittertwittertwitter

faceboofacebookk

faceboofacebookk

contentcontentcontentcontent

blogblogblogblog

instagrainstagramm

instagrainstagramm

Social media landscapeSocial media landscape

websitewebsitewebsitewebsitetoolstoolstoolstools

pinterespinterestt

pinterespinterestt

LinkedinLinkedinLinkedinLinkedin

twittertwittertwittertwitter

faceboofacebookk

faceboofacebookk

contentcontentcontentcontent

blogblogblogblog

instagrainstagramm

instagrainstagramm

VideoVideoVideoVideo

infograpinfographicshics

infograpinfographicshics web web

TVTVweb web TVTV

VineVineVineVine

FlipboFlipboardard

FlipboFlipboardard



Control vs. interactionControl vs. interaction

Everyone lives in the Everyone lives in the capital city of... digital!capital city of... digital!

The digital economy has no The digital economy has no limitations...!limitations...!

So take your position in digital and So take your position in digital and social. social.

From bank to media From bank to media producerproducer

Jyske BankJyske Bank

Web TV channelWeb TV channel

Own studio to Own studio to gain control gain control

Synoptik sight test on Synoptik sight test on FBFB


130.000 visitors 130.000 visitors

45% completed the test45% completed the test

Average visit duration 6 minutes (!)Average visit duration 6 minutes (!)

Synoptik knew that 80% of the people getting Synoptik knew that 80% of the people getting the sight test converts to customers. the sight test converts to customers.


Sales vs. engagementSales vs. engagement

Source: Baekdal.comSource: Baekdal.com

RecapRecap

Be there. As in BE there. Be there. As in BE there.

Storyselling. Be authentic and unique. Storyselling. Be authentic and unique.

Choose the relevant channels and toolsChoose the relevant channels and tools

Relevance, Quality & Timing Relevance, Quality & Timing

Set objectives and metrics. Set objectives and metrics.

Give room for experimenting and creativity.Give room for experimenting and creativity.

Measuring and track performance.Measuring and track performance.

I love dialogue.I love dialogue.Harald Reedtz TokeroedHarald Reedtz TokeroedStrategic DirectorStrategic DirectorHouse of Relations | House of Relations | DigiEyeZDigiEyeZ

email email [email protected]@houseofrelations.dk

Twitter @tokeroedTwitter @tokeroed

Linkedin.com/Linkedin.com/haraldtokeroedharaldtokeroed