Likes, tweets, posts, comments... Managing
your online communities to engage and retain
customers.
Storytelling
becomes storyselling
Social media is about communication.
It’s about telling and selling the good story.
Thro...
Selling without selling ?!
USPs becomes ESPs = emotional selling points

•

You need to be there. I mean BE there.

•

If ...
Channels
CHANNELS CREATE CONVERSATION AND
EMOTIONS
Tools

TOOLS CREATE CONTENT AND MEANING
Listen to your
customers

Source: Marketingfacts.nl
Facebook
Unisport webshop
30% of total
revenue
from Facebook (!)
Instagram
Twitter
Relations
Crowdsourcing
Branding &
positioning
Linkedin

Kvickly FMCG retail
chain
CSR policy & initiative
Exposure
Positioning
Google+
It’s mostly about
visibility (SEO)
Google hangouts
- recorded and on
air
Pinterest
missdesignsays
Danish Design
Blogger
100.000
visitors/month
2nd biggest traffic
The good approach
How often do I need to make an update?
What’s the purpose?
Relevance, Quality & Timing
It’s not just marketing !

It’s about communication and relations. Simply.

Be sure to engage with your audience.
Content Marketing
Framework

Source: Content Marketing Institute
Objectives & KPI’s
Relations & power of “voice”
Traffic to website
Brand reputation
Trust
Effective marketing
Sales
The funnel
Awareness
Engagement
Action
FB
Twitter

Twitter

Whitepaper

Blog

Retention

Website

FB
Blog

Slideshare

Sli...
LEGO forces mngmt to
understand Social Media
4 value measuring
metrics
- increasing sales
- more efficient in
marketing
- ...
Social media landscape
pinterest
pinterest
faceboo
faceboo
k
k

blog
blog

tools
tools

website
website

content
content

...
Social media landscape
pinterest
pinterest
faceboo
faceboo
k
k

blog
blog
Vine
Vine

Flipboa
Flipboa
rd
rd

tools
tools

w...
Control vs. interaction
Everyone lives in the
capital city of... digital!
The digital economy has no
limitations...!

So take your position in dig...
From bank to media
producer
Jyske Bank
Web TV channel
Own studio to
gain control
Synoptik sight test on FB
Synoptik sight test on FB
Synoptik sight test on FB
130.000 visitors
45% completed the test
Average visit duration 6 minutes (!)
Synoptik knew that ...
Sales vs. engagement

Source: Baekdal.com
Recap
Be there. As in BE there.
Storyselling. Be authentic and unique.
Choose the relevant channels and tools
Relevance, Q...
I love dialogue.
Harald Reedtz Tokeroed
Strategic Director
House of Relations |
DigiEyeZ
email
hrt@houseofrelations.dk
Twi...
Likes, tweets, posts, comments…Managing your online communities to engage and retain customers by Harald Reedtz, Denmark
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Likes, tweets, posts, comments…Managing your online communities to engage and retain customers by Harald Reedtz, Denmark

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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Session name: Maximizing Your Social Digital Assets
Presentation: Likes, tweets, posts, comments…Managing your online communities to engage and retain customers
Speaker: Harald Reedtz, Founder and CEO, House of Relations, Denmark

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Likes, tweets, posts, comments…Managing your online communities to engage and retain customers by Harald Reedtz, Denmark

  1. 1. Likes, tweets, posts, comments... Managing your online communities to engage and retain customers.
  2. 2. Storytelling becomes storyselling Social media is about communication. It’s about telling and selling the good story. Through engagement. Keyword: authentic
  3. 3. Selling without selling ?! USPs becomes ESPs = emotional selling points • You need to be there. I mean BE there. • If you’re not there, how can you be authentic?
  4. 4. Channels CHANNELS CREATE CONVERSATION AND EMOTIONS
  5. 5. Tools TOOLS CREATE CONTENT AND MEANING
  6. 6. Listen to your customers Source: Marketingfacts.nl
  7. 7. Facebook Unisport webshop 30% of total revenue from Facebook (!)
  8. 8. Instagram
  9. 9. Twitter Relations Crowdsourcing Branding & positioning
  10. 10. Linkedin Kvickly FMCG retail chain CSR policy & initiative Exposure Positioning
  11. 11. Google+ It’s mostly about visibility (SEO) Google hangouts - recorded and on air
  12. 12. Pinterest missdesignsays Danish Design Blogger 100.000 visitors/month 2nd biggest traffic
  13. 13. The good approach How often do I need to make an update? What’s the purpose? Relevance, Quality & Timing
  14. 14. It’s not just marketing ! It’s about communication and relations. Simply. Be sure to engage with your audience.
  15. 15. Content Marketing Framework Source: Content Marketing Institute
  16. 16. Objectives & KPI’s Relations & power of “voice” Traffic to website Brand reputation Trust Effective marketing Sales
  17. 17. The funnel Awareness Engagement Action FB Twitter Twitter Whitepaper Blog Retention Website FB Blog Slideshare Slideshare Webinar Pinterest $ Content
  18. 18. LEGO forces mngmt to understand Social Media 4 value measuring metrics - increasing sales - more efficient in marketing - building brand affinity - protecting the brand source: http://www.marketingmagazine.co.uk
  19. 19. Social media landscape pinterest pinterest faceboo faceboo k k blog blog tools tools website website content content twitter twitter inssta ra in tag ra g m m Linkedin Linkedin
  20. 20. Social media landscape pinterest pinterest faceboo faceboo k k blog blog Vine Vine Flipboa Flipboa rd rd tools tools website website twitter twitter Video Video Video Video content content inssta ra in tag ra g m m Linkedin Linkedin Video Video infograph infograph ics ics web web TV TV
  21. 21. Control vs. interaction
  22. 22. Everyone lives in the capital city of... digital! The digital economy has no limitations...! So take your position in digital and social.
  23. 23. From bank to media producer Jyske Bank Web TV channel Own studio to gain control
  24. 24. Synoptik sight test on FB
  25. 25. Synoptik sight test on FB
  26. 26. Synoptik sight test on FB 130.000 visitors 45% completed the test Average visit duration 6 minutes (!) Synoptik knew that 80% of the people getting the sight test converts to customers.
  27. 27. Sales vs. engagement Source: Baekdal.com
  28. 28. Recap Be there. As in BE there. Storyselling. Be authentic and unique. Choose the relevant channels and tools Relevance, Quality & Timing Set objectives and metrics. Give room for experimenting and creativity. Measuring and track performance.
  29. 29. I love dialogue. Harald Reedtz Tokeroed Strategic Director House of Relations | DigiEyeZ email hrt@houseofrelations.dk Twitter @tokeroed Linkedin.com/haraldtoker oed
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