16 students from Carthage College (http://www.carthage.edu/) came to Skapa. I had the opportunity of sharing some of my knowledge and experience from driving sales with social media in B2B companies.

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

2. Driving sales with social media
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Short presentation of Skapa
Social media overview with a few examples
Strategies for sales results
Google’s 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 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…

6. http://www.youtube.com/watch?v=TXD-Uqx6_Wk

10. Facebook:
• 1,2 billion active users
• 870 million active mobile
users
• 12,7 billion USD Q1, 2013 up
38%
• 720 daily active users
LinkedIn:
• 259 million acquired
users in 220 countries
Owns Slideshare
• 8,5 billion USD in 2012
Twitter:
• 500 million active
users
• 500 million tweets per day
• 2,8 billion USD in 2012
YouTube:
• 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

11. A few good examples of social media
campaigns…

12. Melbourne Metro safety campaign
21% fewer accidents and deaths in a year
Article on the campaign in Advertising Age Digital

16. How to create a viral video?

17. A little help to get started…

18. Create emotions, engage and suprise

20. Surprise!

21. Unexpected and emotional

22. Grab an opportunity…

23. Social media in B2B

24. “Our main goal is to get closer to the customers”

25. 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

26. ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1

27. Ramirent Group blog
• Blog for the Ramirent Group
• Purpose: A channel for indepth articles that support
sales by presenting
customer cases.
• blog.ramirent.com/

28. Ramirent – Google result
Google-result on position
1-10 on:
• limited space
construction
• uninterrupted
construction operation
• project with high safety
rules

29. Social media strategies

30. ”Facebook? – Aber nein,
we are not that kind of a
company!”

32. Objections to using social media
• What if someone writes something negative about our
products?
• “Can’t do because we have to follow corporate guidelines!”
• "If only you knew how the texts from our engineers look!“
• We don’t 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!

33. 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 don’t like that we have direct contact with the end
customers.

34. “I think we should have a blog!”
“Cool! Should we or corporate
marketing do the articles?”

35. “LinkedIn is really good. And now you
can have company pages.”
“Great! How many updates do we
need to do on it?”

37. 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!

38. 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/followers
Increased value
Increased value
The benefit of using social media increases

39. Brand building
Events
Customer support
Relations
Dealer support
Attracting and
retaining staff
E-commerce
Genererate leads
Marketing
Business intelligence
Product planning
Extranet

40. GOALS
PERSONALITY
& TONE
NEEDS
VISION & TARGET
TARGET GROUPS
BRAND
RISKS
DEMOGRAPHICS
STRATEGIES
TACTICS &
PLANS
CHANNELS
MARKETS
GOVERNANCE
CONTENT
METRICS
SOCIAL MEDIA
RESOURCES
ORGANIZATION
E-COMMERCE
POLICIES &
GUIDELINES
KPIs

41. Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company

42. ”Creating valuable local dialogues”

43. Where are your target groups?

45. Attract the relevant visitors…

46. Facebook
Twitter
LinkedIn
Flickr
YouTube
Website
Blog
Pinterest
Google
Mobile
E-mail

47. Facebook
Twitter
LinkedIn
Flickr
YouTube
Website
Blog
Pinterest
Google
Mobile
E-mail

48. Content Marketing

49. “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 confidence
Google image search “salesmen”

50. Attract leads with relevant content
Visitors
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
Customers

51. Benefits of content marketing
013 Social Media Marketing Industry Report. SocialMediaExaminer.com

52. Content marketing is an investment
Marketing value
Content
Campaigns
Time

53. 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.

54. Some trends…

55. Mobile
• 57% of Europe’s 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

56. Source: http://www.kpcb.com/insights/2013-internet-trends / StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by
streaming

57. Android and iOS from 5% to 88% in six years
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Source: http://www.kpcb.com/insights/2013-internet-trends / 2005 data per Gartner, 2012 data per IDC.

59. Chinese ahead in many fields
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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 新浪微博 (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

60. Innovative solutions for taxi apps

61. Connected and wearable devices
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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!

62. User generated content
Waze
(acq. by Google
USD 1 billion,
June 11)
Netflix
(content affected
by view
behavior)
AirBnB

63. Good sources of information
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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 Qualman’s blog
Socialmediaexaminer: http://www.socialmediaexaminer.com/

64. Discussion

65. 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