This is a presentation I held today for a great group of Young, talented and interested students from Carthage College in the USA.

1. §
Driving sales with social media!
Carthage College
2015-01-19

2. Driving sales with social media
• Short presentation of Skapa
• Social media overview with a few examples
• A few trends
• Strategies for sales results
• Google’s role
• Content marketing
• Conclusion

3. Presentation – Erik Ekholm
• CEO at Skapa
• Master of Science and Naval Architect at
Chalmers University of Technology
• Previously at Stena AB, Volvo Trucks,
Rosemount Tank Radar
• Founded Skapa in 1996
• Lecturer in online marketing at IHM
Business School, Stockholm School of
Economics, West Sweden Chamber of
Commerce 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, blogs and websites that supply the
data at to the right person at the right
moment!

5. A few of our customers…

6. Social Media

7. https://www.youtube.com/watch?v=YV-3ZgLRnAc

11. 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
Facebook:
• 1,2 billion active users
• 870 million active mobile
users
• 12,7 billion USD Q1, 2013 up
38%
• 720 daily active users

12. A few trends…

13. • Threat of ebola virus pandemic?
• Falling oil prices?
• Failing Russian ruble and more aggressive Russia?
• Continued Euro crisis?
• Economy in Japan not picking up?
• China slowing down?
• War in Syria?
• Rising terror with IS, Taliban, al-Qaeda etc.?
Except for these influences…

14. Mobile use will increase even more!
• Mobile users reach for their
phone 150 times per day =
every six minutes while
we’re awake. In average!
• Think web mobile first!

15. Mobile data +60% from 2013-2014
http://www.akamai.com/stateoftheinternet/ (with data from Ericsson)

16. Utilities and productivity more than doubled
http://mashable.com/2014/01/14/mobile-app-use-2013/

17. Users create huge values
Waze
(Acquired by
Google for USD
1 billion)
WhatsApp
(Acquired by
Facebook for
USD 19 billion)
UBER
(Valued at USD 40 Billion)

18. From apps to (wearable) things…
Health & fitness Ring Google
Glass &
Nest
Tesla
Drones

19. “Internet of Things/Everything”
• Google bought Nest for 3,2
billion USD
• GE + Intel
• AT&T + Cisco
• Cisco CEO John Chambers:
”Internet of everything is
worth 19.000 billion USD
next decade”
Health &fitness, baby
watchers, lamps, TV, music
equipment, locks, cars, home
appliances & more…

20. Behavior-based communication
Yahoos Aviate
BroApp
Apple iBeacon positioning system
Philips Retail Lighting System

22. Chinese ahead in many fields
• China – iOS + Android users
surpassed USA, Q1 2013
• 55% of total media consumption time
on mobile and Internet vs 38% in USA
• Alibaba – Gross merchandise volume
surpassed Amazon.com AND eBay.
Oct-14 Valued at 247 billion USD.
• 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

23. Social Media Strategies

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

26. • What if someone writes something negative about our
products?
• What if our competitors may learn something!
• We can only create one article per quarter – maximum!
• What do the sales people tell the customer if everything has
already been published?
• No one else in our industry does it
• The dealers don’t like that we have direct contact with the end
customers.
A few objections to using social media

28. EDITORIAL
CALENDAR
SEARCH
OPTIMIZATION
POLICIES &
GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS
PERSONALITY
& TONE
ONLINE
STRATEGIES
METRICS
RISKS
BRAND
TACTICS &
PLANS
PERSONAS
KPIs
COUNTRIES
MARKETS
GOALS
VISION &
TARGET
WORK
PROCESSES
ORGANIZATION
CONTENT
GOVERNANCE
NEEDS &
CHALLENGES
TARGET
GROUPS

29. The ultimate goal of your online communication? Is it to:
• Increase brand awareness?
• Improve client engagement? Build confidence/trust?
• Improve customer support efficiency?
• 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 goal

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

31. ”Creating valuable local dialogues”

32. 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

33. Where are your target groups?

35. How do you attract the most relevant visitors?

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

37. Greencarrier Knowledge Blog
• Blog for Greencarrier
• Purpose: A channel for in-depth
articles that support sales by
presenting Greencarrier’s unique
logistics expertise
• blog.greencarrier.com
• Google for example: Heavy lift
cargo, advantages of air freight or
air vs sea freight.

38. WirelessCar – Telematics-knowledge
• Specific target groups
• English / Chinese
• Builds confidence by
sharing knowledge
• Attracts & retains staff
• www.wirelesscar.com

39. Tripnet – local expertise
Google: lastbalansering, fördelar med https, objektlagring

40. Content Marketing

41. Inspire new business and develop loyalty by delivering
consistent, relevant and ongoing relevant content,
meeting the customers’ everyday needs, challenges,
and questions.
Content marketing

42. Focus less on push of content
– focus more on attracting interest!

43. Relevant visitors become leads
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services

44. Investing in content vs. spending on ads & campaigns
TidAds & campaigns
Content
Marketing value

45. • Develop your strategies
• Plan for governance of blogs and social media
• Mobile First!
• Always consider Google
• Measure and follow up!
• Be persistent!
• Just do it!
Conclusion

46. Discussion

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

48. Please stay in touch!
Erik Ekholm,
Skapa.se
Tel +46 31 3011151
erik.ekholm@skapa.se
twitter.com/erikekholm
facebook.com/erikekholm
se.linkedin.com/in/erikekholm