Skapa presentation for Carthage College

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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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Skapa presentation for Carthage College

  1. 1. § Driving sales with social media! Carthage College 2014-01-20
  2. 2. Driving sales with social media • • • • • • Short presentation of Skapa Social media overview with a few examples Strategies for sales results Google’s role Content marketing Some trends
  3. 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. 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. 5. Skapa – Committed to our customers…
  6. 6. http://www.youtube.com/watch?v=TXD-Uqx6_Wk
  7. 7. 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
  8. 8. A few good examples of social media campaigns…
  9. 9. Melbourne Metro safety campaign 21% fewer accidents and deaths in a year Article on the campaign in Advertising Age Digital
  10. 10. How to create a viral video?
  11. 11. A little help to get started…
  12. 12. Create emotions, engage and suprise
  13. 13. Surprise!
  14. 14. Unexpected and emotional
  15. 15. Grab an opportunity…
  16. 16. Social media in B2B
  17. 17. “Our main goal is to get closer to the customers”
  18. 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. 19. ABB: zone data robots http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
  20. 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. 21. Ramirent – Google result Google-result on position 1-10 on: • limited space construction • uninterrupted construction operation • project with high safety rules
  22. 22. Social media strategies
  23. 23. ”Facebook? – Aber nein, we are not that kind of a company!”
  24. 24. 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!
  25. 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 don’t like that we have direct contact with the end customers.
  26. 26. “I think we should have a blog!” “Cool! Should we or corporate marketing do the articles?”
  27. 27. “LinkedIn is really good. And now you can have company pages.” “Great! How many updates do we need to do on it?”
  28. 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. 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/followers Increased value Increased value The benefit of using social media increases
  30. 30. Brand building Events Customer support Relations Dealer support Attracting and retaining staff E-commerce Genererate leads Marketing Business intelligence Product planning Extranet
  31. 31. 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
  32. 32. Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
  33. 33. ”Creating valuable local dialogues”
  34. 34. Where are your target groups?
  35. 35. Attract the relevant visitors…
  36. 36. Facebook Twitter LinkedIn Flickr YouTube Website Blog Pinterest Google Mobile E-mail
  37. 37. Facebook Twitter LinkedIn Flickr YouTube Website Blog Pinterest Google Mobile E-mail
  38. 38. Content Marketing
  39. 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 confidence Google image search “salesmen”
  40. 40. Attract leads with relevant content Visitors Inspiration / Customer needs Brand building / Company Offer / Products / Services Customers
  41. 41. Benefits of content marketing 013 Social Media Marketing Industry Report. SocialMediaExaminer.com
  42. 42. Content marketing is an investment Marketing value Content Campaigns Time
  43. 43. 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.
  44. 44. Some trends…
  45. 45. 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
  46. 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. 47. Android and iOS from 5% to 88% in six years 57 Source: http://www.kpcb.com/insights/2013-internet-trends / 2005 data per Gartner, 2012 data per IDC.
  48. 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 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
  49. 49. Innovative solutions for taxi apps
  50. 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. 51. User generated content Waze (acq. by Google USD 1 billion, June 11) Netflix (content affected by view behavior) AirBnB
  52. 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 Qualman’s blog Socialmediaexaminer: http://www.socialmediaexaminer.com/
  53. 53. Discussion
  54. 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

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