Skapa chamber of_commerce_2014-03-14_002
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This was a presentation I held for a group of executives at West Sweden Chamber of Commerce. A couple of slides are in Swedish, but most of it is in English. The presentation has a focus on online content driving sales (content marketing). I also touch on the trend of the increasing number of visitors that are using smartphones and tablets when surfing the web. I also emphasize the need of a clear strategy, to achieve the desired results.
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Skapa chamber of_commerce_2014-03-14_002
- 1. “Innehåll som driver försäljning!” Västsvenska Handelskammaren Erik Ekholm 2014-03-14
- 2. Innehåll som driver försäljning • Några trender • Strategier för innehåll • Innehållsmarknadsföring • Rätt besökare blir leads • Diskussion
- 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 Borås.
- 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 it’s 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…
- 7. Mobile data doubled from 2012 to 2013 http://www.akamai.com/stateoftheinternet/ Q2, 2012 Q2, 2013
- 8. Utilities and productivity more than doubled
- 9. 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 share 2014-03-05
- 10. Large global potential for selling more smartphones 57% smartphones in Europa Europa Smartphones Cell phones 23% smartphones globally World Smartphones Cell phones Global total about 6,5 billion cell phones75% of phones sold today are smartphones
- 13. Mobile use will increase even more! • Mobile users reach for their phone 150 times per day – thats the equivalent of about every six minutes all the time when awake. In average! • Think web mobile first!
- 14. The Internet of Things
- 15. “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 years according to Cisco’s CEO • Rolls-Royce engines transmitted data for four hours after airplane was lost Baby watchers, lamps, TV, music equipment, locks, cars, health &fitness, more…
- 16. Wearable and connected devices: Galaxy Gear Fit Ring Google Glass Jawbone Pebble
- 17. Behavior-based communication Yahoos Aviate BroApp Apple iBeacon positioning system Philips Retail Lighting System
- 18. 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)
- 20. Chinese ahead in many fields • China – iOS + Android users surpassed USA, Q1:13 • 55% of total media consumption time on mobile and Internet vs 38% in USA • Alibaba – Gross Merchandise Volume Surpassed 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 will soon be successful also in the western world
- 21. Strategies
- 23. 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
- 24. 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! Strategy – define your goals
- 25. 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
- 26. “Our main goal is to get closer to the customers”
- 27. ”Creating valuable local dialogues”
- 28. Where are your target groups?
- 30. Strategies to attract the most relevant visitors
- 34. Your audience is your present and future customers – give them what they are searching for!
- 35. ABB: zone data robots http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
- 36. Inspire new business and develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers’ everyday needs, challenges, and questions. Content marketing
- 37. Focus less on push of content – focus more on attracting interest!
- 38. 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.
- 39. 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
- 40. Tripnet – local expertise Google: lastbalansering
- 41. Lantmännen Bozita care about your pet! http://blogg.bozita.se/allergitest-pa-hund-och-katt/ Google: allergitest på hund
- 42. Relevant visitors become leads
- 43. Attract leads with relevant content Visitors Customers Inspiration / Customer needs Brand building / Company Offer / Products / Services
- 46. 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
- 47. Kontakta mig gärna för ett möte: Erik Ekholm, Skapa.se Tel 031 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