The case 2012 paul van breugel t-mobile

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Mijn presentatie op NIMA Thecase2012

Mijn presentatie op NIMA Thecase2012

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  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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