1. Driving sales with social media! Carthage College 2014-01-20

2. Driving sales with social media Short presentation of Skapa Social media overview with a few examples Strategies for sales results Googles role Content marketing Some trends 3. 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 Bors. 4. Skapa smart online communication Communication and marketing Online 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 development We build advanced and easy-to-use apps, extranets and websites that supply the data at to the right person at the right moment! 5. Skapa Committed to our customers 6. http://www.youtube.com/watch?v=TXD-Uqx6_Wk 7. Facebook: 1,2 billion active users 870 million active mobile users 12,7 billion USD Q1, 2013 up 38% 720 daily active usersLinkedIn: 259 million acquired users in 220 countries Owns Slideshare 8,5 billion USD in 2012Twitter: 500 million active users 500 million tweets per day 2,8 billion USD in 2012YouTube: More than 1 billion active users 1,2 billion shows per day 100 h video uploaded/minute 6 billion hours shown / month 100% owned by Google 8. A few good examples of social media campaigns 9. Melbourne Metro safety campaign 21% fewer accidents and deaths in a yearArticle on the campaign in Advertising Age Digital 10. How to create a viral video? 11. A little help to get started 12. Create emotions, engage and suprise 13. Surprise! 14. Unexpected and emotional 15. Grab an opportunity 16. Social media in B2B 17. Our main goal is to get closer to the customers 18. Volvo Penta Blog on a trip down the English Channel with a work boat with the new Volvo Penta IPS 900 on board. Volvo Penta Facebook Volvo Penta Sverige FB Channel Trip Blog 19. ABB: zone data robotshttp://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1 20. Ramirent Group blog Blog for the Ramirent Group Purpose: A channel for indepth articles that support sales by presenting customer cases. blog.ramirent.com/ 21. Ramirent Google result Google-result on position 1-10 on: limited space construction uninterrupted construction operation project with high safety rules 22. Social media strategies 23. Facebook? Aber nein, we are not that kind of a company! 24. Objections to using social media What if someone writes something negative about our products? Cant do because we have to follow corporate guidelines! "If only you knew how the texts from our engineers look! We dont want give away too much information because we want prospects to contact us for more information. It is just nonsense with blogs and social media What if our competitors may learn something! 25. More objections We have no editorial resources and we can only create one article per quarter maximum! What do the sales people tell the customer if everything has already been published? We will get a lot of bad will if we fail to maintain our communication? No one else in our industry does it The dealers dont like that we have direct contact with the end customers. 26. I think we should have a blog! Cool! Should we or corporate marketing do the articles? 27. LinkedIn is really good. And now you can have company pages. Great! How many updates do we need to do on it? 28. Strategy define your goals What's the ultimate goal of using content to achieve business results? Is it: 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! 29. 1. Gather information from opinion leaders, business specialists, colleagues, partners and competitors 2. Publishing material to create activity, attract Likes/Followers and increase potential reach 3. Publishing of valuable and customer focused content 4. Engagement and dialogues build relations to the company and between your fans/followersIncreased valueIncreased valueThe benefit of using social media increases 30. Brand building EventsCustomer support RelationsDealer supportAttracting and retaining staffE-commerceGenererate leadsMarketingBusiness intelligenceProduct planning Extranet 31. GOALSPERSONALITY & TONENEEDSVISION & TARGETTARGET GROUPSBRAND RISKSDEMOGRAPHICSSTRATEGIES TACTICS & PLANSCHANNELSMARKETSGOVERNANCECONTENTMETRICS SOCIAL MEDIARESOURCES ORGANIZATIONE-COMMERCE POLICIES & GUIDELINESKPIs 32. Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company 33. Creating valuable local dialogues 34. Where are your target groups? 35. Attract the relevant visitors 36. FacebookTwitterLinkedInFlickrYouTube WebsiteBlogPinterestGoogleMobile E-mail 37. FacebookTwitterLinkedInFlickrYouTube WebsiteBlogPinterestGoogleMobile E-mail 38. Content Marketing 39. We have a great sales force Good understanding of our customers needs Supreme knowledge of our products/services/ solutions Excellent ability to strengthen relations and build confidenceGoogle image search salesmen 40. Attract leads with relevant content VisitorsInspiration / Customer needs Brand building / Company Offer / Products / ServicesCustomers 41. Benefits of content marketing013 Social Media Marketing Industry Report. SocialMediaExaminer.com 42. Content marketing is an investment Marketing valueContentCampaignsTime 43. Content with the best ROIContent with best ROI according to marketing professionals worldwide, Jan 2013. Source: www.emarketer.com. CopyPress, 2013 State of Content Marketing Study, Feb 12, 2013. 44. Some trends 45. Mobile 57% of Europes mobile phones are smartphones 75% of mobile phones sold in Europe are smart phones 1.5 billion smart phones vs 5 billion mobile phones worldwide (30%) large potential for growth 45% of Groupon transactions on mobile in North America Mobile users reach to phone 150 times per day Mobile video shows tremendous growth of 162% (Dec-11 to Dec-12) in Europe 46. Source: http://www.kpcb.com/insights/2013-internet-trends / StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by streaming 47. Android and iOS from 5% to 88% in six years57 Source: http://www.kpcb.com/insights/2013-internet-trends / 2005 data per Gartner, 2012 data per IDC. 48. Chinese ahead in many fields China the number of iOS + Android Users Surpassed USA, Q1:13 Mobile Internet access surpassed PC in Q2, 2012 55% of total media consumption time on mobile and Internet vs 38% in USA Alibaba Gross Merchandise Volume Surpassed Amazon.com + eBay, Q4:12 Sina Weibo (like Twitter+Facebook) has 530 million users and 600 million USD in revenue Tencent WeChat mobile has 400 million users. Communication via QR-codes and local commerce. 9 million QR-codes scanned every month in China Chinese mobile and social media services advancing fast and will soon be successful also in the western world 49. Innovative solutions for taxi apps 50. Connected and wearable devices Health, medical: Track movements, exercise and alimentation Voice or gesture controlled devices Always on GPS, accelerometer, compass, camera, microphone, inclination, (temperature, pressure), etc. Connected via WiFi, 3G/4G, Bluethooth, NFC to Internet and other devices API, Apps, third party access Feeding social media! 51. User generated contentWaze(acq. by Google USD 1 billion, June 11)Netflix(content affected by view behavior)AirBnB 52. Good sources of information Mashable www.mashable.com The social media guide - Great blog on online marketing Statistics: http://www.alexa.com/ & http://www.comscore.com/ & http://www.socialbakers.com/ Adage Digital - http://adage.com/digital/ Newsletter and blogs The eMarketer Daily - http://www.emarketer.com/Welcome.aspx Newsletter and blogs Inbound Marketing - http://www.hubspot.com/marketing-resources/ Lots of free material from Hubspot including free Inbound Marketing University. MarketingProfs - http://www.marketingprofs.com/ Newsletter, webinars, seminars, videos, etc. Top Viral Videos by Unruly: http://viralvideochart.unrulymedia.com/all Socialnomics - http://socialnomics.net/ Erik Qualmans blog Socialmediaexaminer: http://www.socialmediaexaminer.com/ 53. Discussion 54. Feel free to contact me: Erik Ekholm, Skapa.se Tel +46 31 3011151 erik.ekholm@skapa.se twitter.com/erikekholm facebook.com/erikekholm se.linkedin.com/in/erikekholm youtube.com/erikekholm pinterest.com/erikekholm flickr.com/photos/erikekholm slideshare.net/erikekholm