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Resultaatgerichte e-OrganisatiePraktische cases – september 27th                                                   T-Mobil...
paulvanbreugel.nltwitter.com/paulvanbreugellinkedin.com/paulvanbreugel                                                  T-...
Waarom ben je hier?   Vooral voor        Vragen die je altijd al hebt willen stellen        Praktische cases en tips ui...
AchtergrondT-MOBILE E-BUSINESS                                          T-Mobile – Strictly Confidential and Proprietary  ...
Doelstellingen/scope   Online omzet:        Acquisitie        Vernieuwen contracten        Cross en Upsell        Ond...
Internet team - historie   Opgericht in okt 2009, bundelen internet activiteiten   Sinds maart 2012 samen met Telesales:...
VogelvluchtONLINE MARKETING                                       T-Mobile – Strictly Confidential and Proprietary        ...
Performance based SEAUitdaging       Contract was performance based op CPO en orders       Resultaten liepen niet snel g...
Next steps SEA             Remarketing for Search (beta)                                                                  ...
SEO plus 50%   SEO borgen in alle content processen, en …   Vraaggestuurde Longtail Content Marketing                   ...
REAL-TIMETARGETING                        T-Mobile – Strictly Confidential and Proprietary    All rights reserved. No part...
REALTIME TARGETING                                                                                    Home Sales funnel   ...
REALTIME TARGETING                                                                                 95% bereik NL          ...
REAL-TIMEBIDDING                         T-Mobile – Strictly Confidential and Proprietary     All rights reserved. No part...
REALTIME BIDDING                                                                                 Realtime Bid             ...
REALTIME BIDDING                                                                                            eCPA -60%     ...
REAL-TIMECREATIVE                         T-Mobile – Strictly Confidential and Proprietary     All rights reserved. No par...
REALTIME CREATIVE                                                                                   CTR + 250%            ...
REALTIME CREATIVE                                                  Heatmapping                                            ...
REALTIME CREATIVE                                                                                                    C2C +...
Performance driven CHAT:90% additionele omzet: sturen op kosten                                                         T-...
De T-Mobile Community creëert een omgeving waar T-Mobile kan reageren op                vragen, opmerkingen en alle aandac...
eCommerce is ook TIMING   Lancering iPhone5… in fasen        Belangrijke klanten eerst!        Voorinschrijving       ...
En betalen en logistiek                                                                                     Complimenten v...
Naar ResultaatSAMENWERKEN                                     T-Mobile – Strictly Confidential and Proprietary            ...
Iets anders              Ik heb traffic                 nodig!                                                            ...
Samen werken naar output                                               T-Mobile – Strictly Confidential and Proprietary   ...
Challenges en ambities voor de toekomst   Verdubbelen omzet!   Verdubbelen rol in (Customer) Service   Op contributie s...
Vragen & Tips?              Dank! paulvanbreugel.nl twitter.com/paulvanbreugel linkedin.com/paulvanbreugel                ...
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The case 2012 paul van breugel t-mobile

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Transcript of "The case 2012 paul van breugel t-mobile"

  1. 1. Resultaatgerichte e-OrganisatiePraktische cases – september 27th T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  2. 2. paulvanbreugel.nltwitter.com/paulvanbreugellinkedin.com/paulvanbreugel T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  3. 3. Waarom ben je hier? Vooral voor  Vragen die je altijd al hebt willen stellen  Praktische cases en tips uit de keuken  Interactie! En niet ;-)  Laatste trends in Online Marketing  Theoretische onderbouwingen  Zenden alleen van mij T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  4. 4. AchtergrondT-MOBILE E-BUSINESS T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  5. 5. Doelstellingen/scope Online omzet:  Acquisitie  Vernieuwen contracten  Cross en Upsell  Ondersteunen multi-channel eService en webcare:  Voorkomen waste calls, verlaging kosten customer service  Selfservice  Social Media service Imago & Brand:  Social media monitoring en interactie  Klanttevredenheid T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  6. 6. Internet team - historie Opgericht in okt 2009, bundelen internet activiteiten Sinds maart 2012 samen met Telesales:  Zelfde klantenprocessen  Zelfde platform  Zelfde proposities Hangt nu nog in Sales organisatie:  eCommerce  eService  eDevelopment/Formule T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  7. 7. VogelvluchtONLINE MARKETING T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  8. 8. Performance based SEAUitdaging  Contract was performance based op CPO en orders  Resultaten liepen niet snel genoeg op  Bureau had weinig incentiveAanpak  Terug naar kwartaal planning, zonder incentives!  Goede kwalitatieve afstemmingResultaat  Beide partijen hebben voordeel!  Resultaten groeien!  PARTNERSHIP!  30% SEA involved T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  9. 9. Next steps SEA Remarketing for Search (beta) inApp advertising Product listing add T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  10. 10. SEO plus 50% SEO borgen in alle content processen, en … Vraaggestuurde Longtail Content Marketing Een paar grote vissen, veel concurrentie onder de vissers Heel veel kleine vissen, slechts één vissersboot T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  11. 11. REAL-TIMETARGETING T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  12. 12. REALTIME TARGETING Home Sales funnel Plein/Product Basket T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  13. 13. REALTIME TARGETING 95% bereik NL Real Time Converteert 35%beter dan spreading T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  14. 14. REAL-TIMEBIDDING T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  15. 15. REALTIME BIDDING Realtime Bid (CPM) Home € 0.75 Sales funnel Product € 1.00 Basket € 2.50 T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  16. 16. REALTIME BIDDING eCPA -60% eCPA T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  17. 17. REAL-TIMECREATIVE T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  18. 18. REALTIME CREATIVE CTR + 250% T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  19. 19. REALTIME CREATIVE Heatmapping CTR + 8% A/B test CTR + 8% T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  20. 20. REALTIME CREATIVE C2C +250% Click to Conversion T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  21. 21. Performance driven CHAT:90% additionele omzet: sturen op kosten T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  22. 22. De T-Mobile Community creëert een omgeving waar T-Mobile kan reageren op vragen, opmerkingen en alle aandachtForum Twitter109.577 forumleden 22.282 followersIntroductie 5 januari Introductie februari2009 2010Per dag circa 180 - 200nieuwe registraties Commu nity T-Mobile Plein 32.164 likes Introductie 4 november 2010 T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form 22 without the written permission of the copyright owner 22
  23. 23. eCommerce is ook TIMING Lancering iPhone5… in fasen  Belangrijke klanten eerst!  Voorinschrijving  Als eerste in voorverkoop 5:23 a.m.  Gegarandeerde uitlevering Maar ook:  SEO  Content  processen T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  24. 24. En betalen en logistiek Complimenten voor alles....!!!!!....de communicatie.......de bezorging......bezorgtijden....foto van Credit check grootste struikelblok: alternatief? de koerier........alles was prima......!! Bezorgen onze sterkste USP T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  25. 25. Naar ResultaatSAMENWERKEN T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  26. 26. Iets anders Ik heb traffic nodig! Ik will offline alignment! T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  27. 27. Samen werken naar output T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  28. 28. Challenges en ambities voor de toekomst Verdubbelen omzet! Verdubbelen rol in (Customer) Service Op contributie sturen in online Marketing Marketing Mix Modelling: on- en offline Verdere personalisatie: multi-channel “Next Best Offer”. On- en offsite! Nieuwe segmenten/merken Big Data T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
  29. 29. Vragen & Tips? Dank! paulvanbreugel.nl twitter.com/paulvanbreugel linkedin.com/paulvanbreugel T-Mobile – Strictly Confidential and Proprietary All rights reserved. No part of this document may be reproduced in any material form without the written permission of the copyright owner
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