Social medias role in increasing online sales<br />Experience. Inspiration. Advice.<br />Karl Philip Lund<br />http://www....
Social media challenge<br />
?id=7624<br />
Social media challenge ( #TallinnSMC )<br />FindyourLinkedin ID<br />Post yourLinkedin ID onTwitterwithhashtag:http://www....
Agenda (40 minutes)<br />Introduction<br />2 keyfactors for success(Mark Zuckerberg and Jack Welch)<br />5 verypracticalex...
Karl Philip Lund<br />Workedmostlywith Hurtigruten since 2009<br />Blog: http://stammen.no  (norwegian)<br />Twitter @phil...
The world’s most beautifulvoyage<br />
Online sales at Hurtigruten<br />
Factor 1<br />In real life, strategy is actually very straight forward. You pick a general direction and implement like he...
Seth Godin<br />Don't have any meetings about your web strategy. Just do stuff. <br />
Factor 2 <br />“You don’t start communities. Communities already exist. They’re already doing what they want to do. <br />...
Personal<br />Professional <br />
In theWorkplace<br />Peoplearedoingwhattheywant to do. You have to helpthem do thatbetter<br />
Whatarepeopledoingalready?<br />
1. Making online booking better<br />
2. Communicatebetter<br />
Ashcloudcommunication<br />
3. Blog - Share and discussbetter<br />http://hurtigrutenweb.wordpress.com<br />
4. Basecamp – betterthane-mail<br />http://www.basecamphq.com<br />
5. Snapengage – better for agents<br />http://www.snapengage.com<br />
2 successfactors (repetition)<br />12 excuses<br />
Factor 1 <br />In real life, strategy is actually very straight forward. You pick a general direction and implement like h...
Factor 2 <br />Peoplearealreadydoingwhattheywant to do. You have to helpthem do thatbetter. Bring people elegant organizat...
Top 12 excuses for not implementing like hell!<br />We have to wait for…<br />It’stoodifficult.. It’s stupid..<br />The IT...
June 16th, 2011: NRK is livestreaming the world’s most beautiful voyage<br />http://www.hurtigruten.com/nrk<br />
Thanks – UsetheLinkedinApp to connect ”in person”<br />
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Karl Philip Lund - Social medias role in increasing online sales

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  • Hello.It’s a pleasurebeing in Tallinn. I like the city, thepeople and I like workinghere. Everybodykeeps telling methatEstonia an early adopter ofnewtechnology, social media and newideas. Today I will test it.I want to seehowmanypeople at thissocial media conferencewereamongthe first 100 000 peoplethatsigned up for Linkedin.. Here’showyoucheck it.. I assumethat most ofyou have smartphones and sincewe’re at a social media conference, I expecteverybody to be signed up for Linkedin.
  • Openyourprofile. ClickViewprofile and in the URL you’llseeyour ID. The lower ID, theearlieryousigned up for Linkedin…Dear Karl Philip,I want to personally thank you because you were one of LinkedIn&apos;s first 100,000 members (member number 7624 in fact!*). In any technology adoption lifecycle, there are the innovators, those who help lead the way. That was you.We hit a big milestone at LinkedIn this week when our 100 millionth member joined the site. When we founded LinkedIn, our vision was to help the world&apos;s professionals be more successful and productive. Today, with your help, LinkedIn is changing the lives of millions of members by helping them connect with others, find jobs, get insights, start a business, and much more.  We are grateful for your support and look forward to helping you accomplish much more in the years to come. I hope that you are having a great year.Sincerely,Reid HoffmanCo-founder and ChairmanLinkedIn*Your member number is the number embedded in your LinkedIn profile URL (after &quot;id=&quot;).
  • Karl Philip LundMembernumber : 7 624http://www.linkedin.com/profile/view?id=7624
  • ThisincludestheonequestionFacebook-founder Mark Zuckerbergtellsusweshouldfocuson!
  • Since 2009 I’veworked to make Hurtigruten an online success story… Hurtigruten is a cruise and transportationcompany. It’swhereyougo to relax and getideas. It’stheworld’s most beautifulvoyage. It’s a fantasticexperience and I highlyrecommend it. http://www.norway.org/ARCHIVE/travel/travelarticles/coastalvoyage/
  • The mainvoyage is alongthecoastofNorway. The company has has 14 shipsthatmainly transport peoplealongtheNorwegiancoast. Theyalso have a shipthattakespeopleon cruises to Antarctica and Spitsbergen. The uniquethingabout Hurtigruten is thatit’s a workingship. This meansthatthelocalcommunitiesusetheships to getaround. This combination of cruise and transportation is part ofthetouristexperience.
  • What I will talk about today is how Hurtigruten has used social media and online tools to grow online sales.Before we hear what Facebook Founder, Mark Zuckerberg says about which question you should focus on, I want to share the single most important factor for delivering success in the business world. It’s based on a quote from Jack Welch, who was the CEO of General Electrics for 20 years.
  • He says:&quot;In real life, strategy is actually very straight forward. You pick a general direction and implement like hell.”This means that you don&apos;t need a perfect plan before you begin, you just need to point out a general direction and then start implementing like hell. As you get started, things will change and you will see the results and new opportunities. If you never start, you won&apos;t succeed.This is the single most important factor to the extreme growth in online sales. When you implement something, you motivate others to take action as well.An organization&apos;s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.Back to social media and the concept of &quot;elegant organization“. This is key to online sales and it’s key to social media success.He’stheworld’sleadingauthoritywhen it comes to strategy.Jack Welch, CEO of General Electric for 20 years.
  • This attitude is alsoreemphasized by SethGodinIt’salsotheadvice from SethGodin, theguywhocoinedthe term ”Viral marketing”“Don&apos;t have any meetings about your web strategy. Just do stuff. First you have to fail, then you can improve.”SethGodin, LeadingmarketerKEY POINT: Choose a general direction and implement like hell!
  • In 2009, at the World Economic Forum in Davos, the head of a powerful news company asked Mark Zuckerberg, the founder of Facebook: &quot;How can we start a community like yours?&quot;Mark Zuckerberg answered: &quot;You can&apos;t.&quot;Zuckerberg went on to explain: &quot;You don&apos;t start communities. Communities already exist. They&apos;re already doing what they want to do. The question you should ask is how you can help them do that better. Bring people &quot;elegant organization&quot;.
  • During the last few years, we have seen developments in several social services:Facebook for Personal network - Facebook enabled people to do organize their social networks; who they are, what they do, who they know and what they look like. This is what Mark Zuckerberg calls elegant organization of people´s social network. It´s not complex - people are just not used to it.Linkedin for Professional network - Linkedin has made it easy to organize our professional networks; who you know, how you want to be contacted, what you´ve done and what you want to do in the future.Facebook and Linkedin have changed the way we manage our personal and professional networks. Now it´s time to apply the concept of &quot;elegant organization&quot; inside companies. It´s not rocket science and it may overlap with existing methodologies, but I am not aware of any article that takes a practical approach to Mark Zuckerberg´s thoughts about elegant organization.In this presentation, I will show you how the Hurtigruten global web team tries to adopt and execute based on Mark Zuckerberg´s concept of elegant organization.
  • Elegant organization in at workMost of us work in an office and we have colleagues. The social network at work already exists and we must apply the concept of elegant organization to our community at work.We have a work description and we do stuff at work. We sit by our desks, we answer e-mails, we attend meetings, we talk on the phone, we report to our superiors, we work with partners/customers/vendors. We plan and execute activities. We send instructions to co-workers/partners/vendors. We take breaks and throughout the day. We communicate and we produce. How can we bring elegant organization into our daily worklife?http://experiencecurve.com/archives/social-media-disrupts-all-company-communication
  • 1. Making it better for agents and customers to book onlineOur first focus was to make online booking for our customers and travel agency partners better. The current booking engine is far from perfect, but we were able to launch it and then improve it. The numbers show that we made online booking better.We created an ad-hoc global web team. Our goal was to maximize online revenues, take advantage of global synergies and make life more fun for customers, fellow workers and ourselves.The team consists of people from France, Germany, Sweden, Norway, Estonia and the US. We work across time zones and we work with multiple vendors. We were forced to be effective and creative.In additional to making things better for customers, here are some practical  tools/techniques we use to help us do things better internally:http://hurtigrutenweb.wordpress.com/2011/03/10/key-functionality-on-front-page-drives-online-sales/
  • 2. Skype chat rooms to communicate better internallyMost people know Skype for free calls on the internet. Few people know that Skype is excellent for  group chat at work.At Hurtigruten we use Skype for a variety of tasks. We reduce number of meetings and phone calls by gathering all team members(developers, web team and support) in different chat rooms.When issues arise, you post a question in the chat room. Within minutes, you have an answer. This is much better than e-mail or phone calls because it doesn&apos;t interupt people and you take advantage of crowdsourcing.Each person chooses when they want to contribute and when they want to interupt their &quot;flow&quot;. Nobody is on all the time, but someone is usually responsive. This solves issues quicker and reduces number of unnecessary meetings.We also create ad hoc chat rooms when needed. During the ash crisis, a team member created an adhoc chat room so that everybody could easily communicate. We avoided lots of e-mails and waiting time and all relevant people got the information quickly.We&apos;ve thought about creating one chat room for all people involved to take full advantage of crowdsourcing, but we still haven&apos;t taken the step and figure out how to motivate people to contribute. In many ways, a crowdsourcing chat room internally in a company is similar to how Twitter(or Yammer) works.
  • An ad hoc group
  • 3. Web team blog to share, discuss and inspirePeople laugh at blogging, but the web team blog is a platform where we can share stories, practice our writing skills, publish news and discuss ideas. Suddenly one of the stories was published on 37Signals product blog and we had 140 readers in one day. Research shows that people that blog at work are actually more productive!Other advantages of blogging:- It motivates people, because they can share expertise- It explains to people internally what we do- It improves internal communication- It documents and summarizes our work for future team members- It shows people externally that we are working on improvments- It helps us develop our writing skills- It´s a great way to keep the staff curious about new developments and improvements
  • 4. Basecamp - better than e-mailBasecamp is a project management tool that helps us eliminate CC e-mails. Whenever you CC a person on an e-mail, you steal some of their time. With Basecamp, Messages are connected to projects and we drastically reduce the number of e-mails being sent. It&apos;s much easier to follow discussions and it seems that people are more likely to contribute. We also use Basecamp in connection with our bi-weekly global web meeting. Before each meeting, each team member lists 3 completed activities and 3 upcoming activities. We save meeting time by doing personal updates in the order the updates are listed in Basecamp. We share documents, designs and more. It&apos;s easy to upload and comment on performed work.
  • 5. Snapengage - better for agentsSnapengage is an online chat tool that makes it easier for travel agents to get immediate assistance in our travel agency booking solution. We know that the main reason why people prefer offline booking is because they prefer dealing with people. In fact 59% of offline bookers state that they prefer offline booking because they want to deal with a person. By offering chat in addition to our online booking, we make it easier for our travel agent partners. Agents are more comfortable with our Agency solution because the chat makes what they do easier and better.
  • On June 16th, youcanexperiencetheentirevoyage live ontheinternet. Starting June 16th, the National TV company in Norwaywill live streamtheentirejourney. This meansthatyoucanfollowtheentire cruise from several angles from thecomfortofyourhome and/or office. 5 daysof live video footage from what National Geographic and Lonely planet considerstheworld’s most beautifulvoyage. It’s a social media experiment by the National TV station in Norway.
  • Social media is notaboutFacebook, Twitter, Linkedin and other services. Social media is about bringing people elegant organization.Social media is all abouthelpingpeople do thingsbetter!I alsowant to make it easier for us all to connect.. DownloadtheLinkedin APP and click ”In Person” This will make it easier for us to connecthere at thisconference. Social media is all about making it easier to ”connect”.
  • Karl Philip Lund - Social medias role in increasing online sales

    1. 1. Social medias role in increasing online sales<br />Experience. Inspiration. Advice.<br />Karl Philip Lund<br />http://www.hurtigruten.com<br />
    2. 2. Social media challenge<br />
    3. 3. ?id=7624<br />
    4. 4. Social media challenge ( #TallinnSMC )<br />FindyourLinkedin ID<br />Post yourLinkedin ID onTwitterwithhashtag:http://www.linkedin.com/profile/view?id=7624 #TallinnSMC<br />The 2 lowestID’spostedonTwitterwith #TallinnSMCwin a bottleofwine<br />
    5. 5. Agenda (40 minutes)<br />Introduction<br />2 keyfactors for success(Mark Zuckerberg and Jack Welch)<br />5 verypracticalexamples(from Hurtigruten)<br />12 excuses<br />Take-aways.<br />
    6. 6. Karl Philip Lund<br />Workedmostlywith Hurtigruten since 2009<br />Blog: http://stammen.no (norwegian)<br />Twitter @philiplund (norwegian)<br />
    7. 7.
    8. 8. The world’s most beautifulvoyage<br />
    9. 9. Online sales at Hurtigruten<br />
    10. 10. Factor 1<br />In real life, strategy is actually very straight forward. You pick a general direction and implement like hell.” <br />
    11. 11. Seth Godin<br />Don't have any meetings about your web strategy. Just do stuff. <br />
    12. 12. Factor 2 <br />“You don’t start communities. Communities already exist. They’re already doing what they want to do. <br />The question you should ask is how you can help people do what they do better. Bring people elegant organization”<br />Mark Zuckerberg, Facebookfounder<br />
    13. 13. Personal<br />Professional <br />
    14. 14. In theWorkplace<br />Peoplearedoingwhattheywant to do. You have to helpthem do thatbetter<br />
    15. 15. Whatarepeopledoingalready?<br />
    16. 16.
    17. 17. 1. Making online booking better<br />
    18. 18. 2. Communicatebetter<br />
    19. 19. Ashcloudcommunication<br />
    20. 20. 3. Blog - Share and discussbetter<br />http://hurtigrutenweb.wordpress.com<br />
    21. 21. 4. Basecamp – betterthane-mail<br />http://www.basecamphq.com<br />
    22. 22. 5. Snapengage – better for agents<br />http://www.snapengage.com<br />
    23. 23. 2 successfactors (repetition)<br />12 excuses<br />
    24. 24. Factor 1 <br />In real life, strategy is actually very straight forward. You pick a general direction and implement like hell.” <br />
    25. 25. Factor 2 <br />Peoplearealreadydoingwhattheywant to do. You have to helpthem do thatbetter. Bring people elegant organization<br />
    26. 26. Top 12 excuses for not implementing like hell!<br />We have to wait for…<br />It’stoodifficult.. It’s stupid..<br />The IT Department…<br />I don’t have theauthority…<br />I don’t have time…<br />I need more people…<br />It’s not in line withthe brand strategy…<br />Ourproductsare to complicated..<br />Wedon’t have budgets…<br />Our market is unique…<br />We’vetriedthatbefore…<br />That’s not howwe do thingsaroundhere…<br />
    27. 27. June 16th, 2011: NRK is livestreaming the world’s most beautiful voyage<br />http://www.hurtigruten.com/nrk<br />
    28. 28. Thanks – UsetheLinkedinApp to connect ”in person”<br />

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