Skapa Presentation at Chamber of Commerce Sept 2014

  • View
    92

  • Download
    1

Embed Size (px)

DESCRIPTION

I held this presentation for a group of interested CEOs at the West Sweden Chamber of Commerce.

Transcript

  • 1. Hur frhlla sig till den digitala revolutionen med appar, sociala medier o.s.v. Hur skapa flera affrer VstsvenskaHandelskammaren2014-09-10 Erik Ekholm, SkapaAB
  • 2. Innehll Ngra trender Strategier Innehllsmarknadsfring Rtt beskare blir leads Diskussion
  • 3. 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 Skapain 1996 Lecturer in online marketing at IHM Business School, Stockholm School of Economics, West Sweden Chamber of Commerce and University of Bors.
  • 4. Skapasmart online communication Communication and marketingOnline marketing is about understanding the needs of your target groups and giving them relevant content regardless if its 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!
  • 5. SkapaCommitted to our customers
  • 6. A fewtrends
  • 7. Mobile usewillincreaseevenmore! Mobile usersreachfor theirphone150 timesper day thatsthe equivalentofabouteverysixminutesall the timewhenawake. In average! Think webmobile first!
  • 8. Mobile data +65% from 2013 to 2014 http://www.akamai.com/stateoftheinternet/ Q1, 2013 Q1, 2014
  • 9. Utilitiesand productivitymorethan doubled http://mashable.com/2014/01/14/mobile-app-use-2013/
  • 10. 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 Skapascustomers 25 % Phones & tablets 19,3 % Phones & tablets 18 % Phones & tablets 48% Phones & tablets Phone+TabletAugust 2014
  • 11. The Internet ofThings
  • 12. Internet ofThings/Everything Google + Nest (3,2 billion USD) GE + Intel (cooperation) AT&T + Cisco (cooperation) IoEworth19.000 billion USD thiscoming ten yearsaccordingto CiscosCEO Rolls-Royce engines transmitteddata for fourhoursafterairplanewaslost Baby watchers, lamps, TV, music equipment, locks, cars, health &fitness, more
  • 13. Wearableand connecteddevices: Galaxy Gear Fit Ring Google Glass Jawbone Pebble
  • 14. Usergeneratedcontentand 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)
  • 15. Chinese ahead in many fields China iOS+ Android userssurpassedUSA, Q1 2013 55% oftotal media consumptiontimeon mobile and Internet vs 38% in USA Alibaba Gross MerchandiseVolumeSurpassedAmazon.com AND eBay, Q4:12. Valued at 155 billion USD. Sina Weibo (like Twitter+Facebook) has 530 million usersand 600 million USD in revenue Chinesemobile and social media services areadvancingfast and willsoonbe successfulalsoin the western world
  • 16. Strategies
  • 17. 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
  • 18. 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 leads Anything that does not support your goal/goals, has no place in your strategy! Strategydefineyourgoals
  • 19. Our main goal is to get closer to the customers
  • 20. Creating valuable local dialogues
  • 21. 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
  • 22. Where are your target groups?
  • 23. Strategiesto attractthe mostrelevant visitors
  • 24. Content Marketing
  • 25. Your audience is your present and future customers give them what they are searching for!
  • 26. ABB: zonedata robots http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
  • 27. Inspire new business and develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers everyday needs, challenges, and questions. Content marketing
  • 28. Website YouTube Mobile Flickr Twitter E-mail LinkedIn Facebook Google Blog Pinterest
  • 29. YouTube Mobile Flickr Twitter E-mail LinkedIn Facebook Google Website Blog Pinterest
  • 30. Tripnetlocal expertise Google: lastbalansering
  • 31. LantmnnenBozitacare about your pet! http://blogg.bozita.se/allergitest-pa-hund-och-katt/ Google: allergitest phund
  • 32. Relevant visitors become leads
  • 33. Attractleadswithrelevant content Visitors