Post on 29-Jun-2015
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“Innehåll som driver försäljning!”Västsvenska Handelskammaren
Erik Ekholm 2014-03-14
Innehåll som driver försäljning
• Några trender• Strategier för innehåll• Innehållsmarknadsföring• Rätt besökare blir leads• Diskussion
Presentation – Erik Ekholm
• CEO at Skapa• Master of Science and Naval Architect at
Chalmers University of Technology• Stena AB, Volvo Trucks, Rosemount Tank
Radar• Founded Skapa in 1996• Lecturer in online marketing at IHM
Business School, Stockholm School of Economics 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 and websites that supply the data at to the right person at the right moment!
Skapa – Committed to our customers…
A few trends…
Mobile data doubled from 2012 to 2013
http://www.akamai.com/stateoftheinternet/
Q2, 2012
Q2, 2013
Utilities and productivity more than doubled
Mobile drives the increase of web traffic
-20,0%
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
140,0%
Customer 1 Customer 2 Customer 3 Customer 4 Customer 5
Increase from Feb -13 to Feb -14 of visitors from desktop, smartphones and tablets.
Desktop Smartphone Tablet
Source: Google Analytics from five of Skapa’s customers
10,2% Phones & tablets
16,5% Phones & tablets
12,9% Phones & tablets
12,8% Phones & tablets
37,6% Phones & tablets
Visitor share2014-03-05
Large global potential for selling more smartphones
57% smartphones in EuropaEuropa
Smartphones Cell phones
23% smartphones globallyWorld
Smartphones Cell phones
Global total about 6,5 billion cell phones75% of phones sold today are smartphones
Mobile use will increase even more!
• Mobile users reach for theirphone 150 times per day –thats the equivalent ofabout every six minutes all the time when awake. In average!
• Think web mobile first!
The Internet of Things
“Internet of Things/Everything”
• Google + Nest (3,2 billion USD)
• GE + Intel (cooperation)• AT&T + Cisco (cooperation)• IoE worth 19.000 billion
USD this coming ten yearsaccording to Cisco’s CEO
• Rolls-Royce enginestransmitted data for fourhours after airplane was lost
Baby watchers, lamps, TV, music equipment, locks, cars, health &fitness, more…
Wearable and connected devices: Galaxy Gear Fit Ring Google
Glass
Jawbone
Pebble
Behavior-based communicationYahoos Aviate
BroApp
Apple iBeacon positioning system
Philips Retail Lighting System
User generated content and 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)
Chinese ahead in many fields
• China – iOS + Android userssurpassed USA, Q1:13
• 55% of total media consumption timeon mobile and Internet vs 38% in USA
• Alibaba – Gross Merchandise VolumeSurpassed Amazon.com AND eBay, Q4:12
• Sina Weibo 新浪微博 (like Twitter+Facebook) has 530 million users and 600 million USD in revenue
• Chinese mobile and social media services are advancing fast and willsoon be successful also in the western world
Strategies
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
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 leadsAnything that does not support your goal/goals, has no place in your strategy!
Strategy – define your goals
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
“Our main goal is to get closer to the customers”
”Creating valuable local dialogues”
Where are your target groups?
Strategies to attract the most relevant visitors
Website
YouTube
Mobile
FlickrTwitter
LinkedInFacebook
Blog
YouTube
Mobile
FlickrTwitter
LinkedInFacebook
WebsiteBlog
Content Marketing
Your audience is your present and future customers –
give them what they are searching for!
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
Inspire new business and develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers’ everyday needs, challenges, and questions.
Content marketing
Focus less on push of content– focus more on attracting interest!
Content with the best ROI
Content with best ROI according to marketing professionals worldwide, Jan 2013. Source: www.emarketer.com. CopyPress, “2013 State of Content Marketing Study”, Feb 12, 2013.
Ramirent Group blog
• Blog for the Ramirent Group• Purpose: A channel for in-depth
articles that support sales by presenting customer cases.
• blog.ramirent.com• Google: limited space
construction
Tripnet – local expertise
Google: lastbalansering
Lantmännen Bozita care about your pet!
http://blogg.bozita.se/allergitest-pa-hund-och-katt/
Google: allergitest på hund
Relevant visitors become leads
Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
FACEBOOKBLOG
ARTICLE
YOUTUBE
WEBSITE
Content marketing
TidCampaigns
Content
Marketing value
Vad kan Skapa göra för er?
• Strategisk rådgivning för smart online-kommunikation
• Webbplatser och bloggar i ett ekosystem av sociala medier
• Innehåll som skapar framgång
• Systemutveckling av webbaserade lösningar och appar för effektivare verksamhet
Kontakta mig gärna för ett möte:Erik Ekholm, Skapa.seTel 031 3011151erik.ekholm@skapa.setwitter.com/erikekholmfacebook.com/erikekholmse.linkedin.com/in/erikekholmyoutube.com/erikekholmpinterest.com/erikekholmflickr.com/photos/erikekholm