“Innehåll som driver försäljning!”
Västsvenska Handelskammaren
Erik Ekholm 2014-03-14
Innehåll som driver försäljning
• Några trender
• Strategier för innehåll
• Innehållsmarknadsföring
• Rätt besökare blir l...
Presentation – Erik Ekholm
• CEO at Skapa
• Master of Science and Naval Architect at
Chalmers University of Technology
• S...
Skapa – smart online communication
Communication and marketing
Online marketing is about understanding the
needs of your t...
Skapa – Committed to our customers…
A few trends…
Mobile data doubled from 2012 to 2013
http://www.akamai.com/stateoftheinternet/
Q2, 2012
Q2, 2013
Utilities and productivity more than doubled
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 C...
Large global potential for selling more smartphones
57% smartphones in Europa
Europa
Smartphones Cell phones
23% smartphon...
Mobile use will increase even more!
• Mobile users reach for their
phone 150 times per day –
thats the equivalent of
about...
The Internet of Things
“Internet of Things/Everything”
• Google + Nest (3,2 billion
USD)
• GE + Intel (cooperation)
• AT&T + Cisco (cooperation)
...
Wearable and connected devices:
Galaxy Gear Fit Ring Google
Glass
Jawbone
Pebble
Behavior-based communication
Yahoos Aviate
BroApp
Apple iBeacon positioning system
Philips Retail Lighting System
User generated content and behavior
Waze
(Acquired by
Google for USD
1 billion)
WhatsApp
(Acquired by
Facebook for
USD 19 ...
Chinese ahead in many fields
• China – iOS + Android users
surpassed USA, Q1:13
• 55% of total media consumption time
on m...
Strategies
EDITORIAL
CALENDAR
SEARCH
OPTMIZATION
POLICIES &
GUIDELINES
SOCIAL MEDIA
BUSINESSES
SEGMENTS
E-COMMERCE
RESOURCES
CHANNELS...
What's the ultimate goal of your online communication to achieve business results? Is
it (for example) to:
• Increase bran...
Peter Drucker. Popularized in 2006 by Mark Fields, president of Ford Motor Company
Ensure top management support and engag...
“Our main goal is to get closer to the customers”
”Creating valuable local dialogues”
Where are your target groups?
Strategies to attract the most relevant visitors
Website
YouTube
Mobile
Flickr
Twitter
E-mail
LinkedInFacebook
Google
Blog
Pinterest
YouTube
Mobile
Flickr
Twitter
E-mail
LinkedInFacebook
Google
Website
Blog
Pinterest
Content Marketing
Your audience is your present
and future customers –
give them what they are searching for!
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
Inspire new business and develop loyalty by delivering
consistent, relevant and ongoing valuable content,
meeting the cust...
Focus less on push of content
– focus more on attracting interest!
Content with the best ROI
Content with best ROI according to marketing professionals worldwide, Jan 2013. Source: www.emar...
Ramirent Group blog
• Blog for the Ramirent Group
• Purpose: A channel for in-depth
articles that support sales by
present...
Tripnet – local expertise
Google: lastbalansering
Lantmännen Bozita care about your pet!
http://blogg.bozita.se/allergitest-pa-hund-och-katt/
Google: allergitest på hund
Relevant visitors become leads
Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Produ...
TWITTER
FACEBOOK
BLOG
ARTICLE
YOUTUBE
WEBSITE
Content marketing
TidCampaigns
Content
Marketing value
Vad kan Skapa göra för er?
• Strategisk rådgivning för smart online-
kommunikation
• Webbplatser och bloggar i ett ekosyst...
Kontakta mig gärna för ett möte:
Erik Ekholm,
Skapa.se
Tel 031 3011151
erik.ekholm@skapa.se
twitter.com/erikekholm
faceboo...
Skapa chamber of_commerce_2014-03-14_002
Skapa chamber of_commerce_2014-03-14_002
Skapa chamber of_commerce_2014-03-14_002
Skapa chamber of_commerce_2014-03-14_002
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. 1. “Innehåll som driver försäljning!” Västsvenska Handelskammaren Erik Ekholm 2014-03-14
  2. 2. Innehåll som driver försäljning • Några trender • Strategier för innehåll • Innehållsmarknadsföring • Rätt besökare blir leads • Diskussion
  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. A few trends…
  7. 7. Mobile data doubled from 2012 to 2013 http://www.akamai.com/stateoftheinternet/ Q2, 2012 Q2, 2013
  8. 8. Utilities and productivity more than doubled
  9. 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. 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
  11. 11. 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!
  12. 12. The Internet of Things
  13. 13. “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…
  14. 14. Wearable and connected devices: Galaxy Gear Fit Ring Google Glass Jawbone Pebble
  15. 15. Behavior-based communication Yahoos Aviate BroApp Apple iBeacon positioning system Philips Retail Lighting System
  16. 16. 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)
  17. 17. 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
  18. 18. Strategies
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. “Our main goal is to get closer to the customers”
  23. 23. ”Creating valuable local dialogues”
  24. 24. Where are your target groups?
  25. 25. Strategies to attract the most relevant visitors
  26. 26. Website YouTube Mobile Flickr Twitter E-mail LinkedInFacebook Google Blog Pinterest
  27. 27. YouTube Mobile Flickr Twitter E-mail LinkedInFacebook Google Website Blog Pinterest
  28. 28. Content Marketing
  29. 29. Your audience is your present and future customers – give them what they are searching for!
  30. 30. ABB: zone data robots http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
  31. 31. Inspire new business and develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers’ everyday needs, challenges, and questions. Content marketing
  32. 32. Focus less on push of content – focus more on attracting interest!
  33. 33. 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.
  34. 34. 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
  35. 35. Tripnet – local expertise Google: lastbalansering
  36. 36. Lantmännen Bozita care about your pet! http://blogg.bozita.se/allergitest-pa-hund-och-katt/ Google: allergitest på hund
  37. 37. Relevant visitors become leads
  38. 38. Attract leads with relevant content Visitors Customers Inspiration / Customer needs Brand building / Company Offer / Products / Services
  39. 39. TWITTER FACEBOOK BLOG ARTICLE YOUTUBE WEBSITE
  40. 40. Content marketing TidCampaigns Content Marketing value
  41. 41. 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
  42. 42. 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

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