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“Online-kommunikation som driver försäljning”
Västsvenska Handelskammaren 2014-12-18
Erik Ekholm, Skapa AB
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!
A few of our customers…
A few trends…
• Threat of ebola virus pandemic• Falling oil prices & failing Russian ruble• More aggressive Russia• Continued Euro crisis• Economy in Japan? China? • War in Syria• Militant jihad with IS, Taliban, al-Qaeda etc.
Except for these influences…
Mobile use will increase even more!
• Mobile users reach for theirphone 150 times per day = every six minutes whilewe’re awake. In average!
• Think web mobile first!
Mobile data +10% from Q1 to Q2 2014
http://www.akamai.com/stateoftheinternet/ (with data from Ericsson)
Utilities and productivity more than doubled
http://mashable.com/2014/01/14/mobile-app-use-2013/
Users create huge values
Waze(Acquired by Google for USD 1 billion)
WhatsApp(Acquired by Facebook for USD 19 billion)
UBER(Valued at USD 40 Billion)
From apps to thingsHealth & fitness Ring Google
Glass & Nest
TeslaDrones
Strategies
EDITORIAL CALENDAR
SEARCH OPTMIZATION
POLICIES & GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY & TONE
ONLINE STRATEGIES
METRICS
RISKS
BRAND
TACTICS & PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION & TARGET
WORK PROCESSES
ORGANIZATION
CONTENT GOVERNANCE
NEEDS & CHALLENGES
TARGET GROUPS
The ultimate goal of your online communication? Is it to:
• Increase brand awareness?• Improve client engagement? Build confidence/trust?• Improve customer support efficiency?• Attract and retain key staff members• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goal
“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?
How do you attract the most relevant visitors?
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
Greencarrier Knowledge Blog
• Blog for Greencarrier• Purpose: A channel for in-depth
articles that support sales by presenting Greencarrier’s unique logistics expertise
• blog.greencarrier.com• Google for example: Heavy lift
cargo, advantages of air freight or air vs sea freight.
Tripnet – local expertise
Google: lastbalansering, fördelar med https, objektlagring
Investing in content vs. spending on ads & campaigns
TidAds & campaigns
Content
Marketing value
Relevant visitors become leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
• Gör en strategi• Planera för bloggar och sociala medier• Mobile First!• Tänk alltid på Google• Våga! • Var uthållig!• Mät och följ upp!
Sammanfattning
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/erikekholm
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