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Resultaatgerichte e-Organisatie Praktische cases – september 27th

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Waarom ben je hier?

Vooral voor Vragen die je altijd al hebt willen stellen Praktische cases en tips uit de keuken Interactie!

En niet ;-)

Laatste trends in Online Marketing Theoretische onderbouwingen Zenden alleen van mij

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T-MOBILE E-BUSINESS Achtergrond

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Doelstellingen/scope

Online omzet: Acquisitie Vernieuwen contracten Cross en Upsell Ondersteunen multi-channel

eService en webcare: Voorkomen waste calls, verlaging kosten customer

service Selfservice Social Media service

Imago & Brand: Social media monitoring en interactie Klanttevredenheid

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Internet team - historie

Opgericht in okt 2009, bundelen internet activiteiten Sinds maart 2012 samen met Telesales:

Zelfde klantenprocessen Zelfde platform Zelfde proposities

Hangt nu nog in Sales organisatie: eCommerce eService eDevelopment/Formule

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ONLINE MARKETING Vogelvlucht

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Performance based SEA

Uitdaging Contract was performance based op CPO en orders Resultaten liepen niet snel genoeg op Bureau had weinig incentive

Aanpak Terug naar kwartaal planning, zonder incentives! Goede kwalitatieve afstemming

Resultaat Beide partijen hebben voordeel! Resultaten groeien! PARTNERSHIP! 30% SEA involved

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Next steps SEA

Product listing add

inApp advertising Remarketing for Search (beta)

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SEO plus 50%

SEO borgen in alle content processen, en … Vraaggestuurde Longtail Content Marketing Een paar grote vissen, veel concurrentie onder de vissers

10

Heel veel kleine vissen, slechts

één vissersboot

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REAL-TIME TARGETING

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Plein/Product

Basket

Home Sale

s fu

nnel

REALTIME TARGETING

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REALTIME TARGETING

95% bereik NL

Real Time

Converteert 35%

beter dan spreading

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REAL-TIME BIDDING

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Product

Basket

Realtime Bid

(CPM)

€ 0.75

€ 1.00

€ 2.50

Home Sale

s fu

nnel

REALTIME BIDDING

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eCPA

eCPA -60%

REALTIME BIDDING

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REAL-TIME CREATIVE

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CTR + 250%

REALTIME CREATIVE

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REALTIME CREATIVE Heatmapping

CTR + 8%

A/B test

CTR + 8%

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Click to Conversion C2C +250%

REALTIME CREATIVE

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Performance driven CHAT: 90% additionele omzet: sturen op kosten

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De T-Mobile Community creëert een omgeving waar T-Mobile kan reageren op vragen, opmerkingen en alle aandacht

22 22

Twitter

22.282 followers

Introductie februari 2010

Forum

109.577 forumleden

Introductie 5 januari 2009

Per dag circa 180 - 200 nieuwe registraties

T-Mobile Plein

32.164 likes

Introductie 4 november 2010

Commu

nity

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eCommerce is ook TIMING

Lancering iPhone5… in fasen Belangrijke klanten eerst! Voorinschrijving Als eerste in voorverkoop 5:23 a.m. Gegarandeerde uitlevering

Maar ook: SEO Content processen

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En betalen en logistiek

Credit check grootste struikelblok: alternatief? Bezorgen onze sterkste USP

Complimenten voor alles....!!!!!....de communicatie.......de

bezorging......bezorgtijden....foto van de koerier........alles was prima......!!

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SAMENWERKEN Naar Resultaat

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Iets anders

Ik heb traffic nodig!

Ik will offline alignment!

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Samen werken naar output

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Challenges en ambities voor de toekomst

Verdubbelen omzet!

Verdubbelen rol in (Customer) Service

Op contributie sturen in online Marketing

Marketing Mix Modelling: on- en offline

Verdere personalisatie: multi-channel “Next Best Offer”. On- en offsite!

Nieuwe segmenten/merken

Big Data

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Vragen & Tips?

Dank!

paulvanbreugel.nl twitter.com/paulvanbreugel linkedin.com/paulvanbreugel