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“Innehåll som driver försäljning!”
Västsvenska Handelskammaren
2013-09-27
Innehåll som driver försäljning
Seminarium om innehåll i bloggar och sociala medier
som lockar rätt besökare:
• Strategier...
Skapa – smart online communication
Communication and marketing:
Online marketing is about understanding the
needs of your ...
A few of Skapa’s customers…
”Facebook? – Aber nein,
we are not that kind of a
company!”
“I think we should have a blog!”
“Cool! Should we or corporate
communication handle it?”
“LinkedIn is really good. And now
you can have a company page”
“Great! How many updates do we
need to do on it?”
Strategies
What's the ultimate goal of using online marketing to achieve
business results? Is it to:
• Increase brand awareness?
• Im...
”Creating valuable local dialogues”
“Our main goal is to get closer to the customers”
Var finns era målgrupper?
Strategy to attract 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
Source: http://www.cmocouncil.org/download-center.php?id=262
Content with best ROI
Content with best ROI according to marketing professionals worldwide, Jan 2013. Source: www.emarkete...
ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
Ramirent
Google place 1-10 on:
• climate monitoring
technology
• limited space
construction
Tripnet – local expertise
Google: lastbalansering
Rätt besökare blir leads
Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Produ...
TWITTER
FACEBOOK
BLOG
ARTICLE
YOUTUBE
WEBSITE
Trender
• 57% of Europe’s mobile phones are smartphones
• 75% of mobile phones sold in Europe are smart phones
• 45% of Groupon tr...
Source: http://www.kpcb.com/insights/2013-internet-trends / StatCounter Global Stats, 5/13. Note that PC-based Internet da...
Chinese ahead in many fields
• China – iOS + Android Users Surpassed USA, Q1:13
• Mobile Internet access surpassed PC in Q...
Innovative solutions for Chinese taxi apps
Connected and wearable devices
• Health, medical: Track movements,
exercise and alimentation
• Voice or gesture controlled...
Crowdsourcing and user generated content
Waze
(acq. by Google
USD 1 billion,
Jun11)
Netflix AirBnB
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 presentation Chamber of_commerce_Sept 27, 2013
Skapa presentation Chamber of_commerce_Sept 27, 2013
Skapa presentation Chamber of_commerce_Sept 27, 2013
Skapa presentation Chamber of_commerce_Sept 27, 2013
Skapa presentation Chamber of_commerce_Sept 27, 2013
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Skapa presentation Chamber of_commerce_Sept 27, 2013

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This is a presentation I held for a group of executives at the West Sweden Chamber of Commerce on Modern Online Marketing. I'm sorry but it's partly in Swedish and partly in English.

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Skapa presentation Chamber of_commerce_Sept 27, 2013

  1. 1. “Innehåll som driver försäljning!” Västsvenska Handelskammaren 2013-09-27
  2. 2. Innehåll som driver försäljning Seminarium om innehåll i bloggar och sociala medier som lockar rätt besökare: • Strategier för innehåll • Googles betydelse • Innehållsmarknadsföring • Några exempel • Rätt besökare blir leads • Några trender • Diskussion
  3. 3. 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. We‘re happy to do it for you! Web, technology and development: Irrespective if you use a smartphone, a tablet or a computer, it’s the access to the right data that determines your success. We build advanced and easy-to-use apps, extranets and websites that supply the data at the right moment!
  4. 4. A few of Skapa’s customers…
  5. 5. ”Facebook? – Aber nein, we are not that kind of a company!”
  6. 6. “I think we should have a blog!” “Cool! Should we or corporate communication handle it?”
  7. 7. “LinkedIn is really good. And now you can have a company page” “Great! How many updates do we need to do on it?”
  8. 8. Strategies
  9. 9. What's the ultimate goal of using online marketing to achieve business results? Is it to: • Increase brand awareness? • Improve client engagement/relations? • Support sales with valuable leads? • Attract and retain key staff members? • Decrease customer support inquiries? Anything that does not support your goal/goals, has no place in your strategy! Strategy – define your goals
  10. 10. ”Creating valuable local dialogues”
  11. 11. “Our main goal is to get closer to the customers”
  12. 12. Var finns era målgrupper?
  13. 13. Strategy to attract relevant visitors
  14. 14. Website YouTube Mobile Flickr Twitter E-mail LinkedInFacebook Google Blog Pinterest
  15. 15. YouTube Mobile Flickr Twitter E-mail LinkedInFacebook Google Website Blog Pinterest
  16. 16. Content Marketing
  17. 17. Source: http://www.cmocouncil.org/download-center.php?id=262
  18. 18. Content with 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.
  19. 19. ABB: zone data robots http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
  20. 20. Ramirent Google place 1-10 on: • climate monitoring technology • limited space construction
  21. 21. Tripnet – local expertise Google: lastbalansering
  22. 22. Rätt besökare blir leads
  23. 23. Attract leads with relevant content Visitors Customers Inspiration / Customer needs Brand building / Company Offer / Products / Services
  24. 24. TWITTER FACEBOOK BLOG ARTICLE YOUTUBE WEBSITE
  25. 25. Trender
  26. 26. • 57% of Europe’s mobile phones are smartphones • 75% of mobile phones sold in Europe are smart phones • 45% of Groupon transactions on mobile in North America • 1.5 billion smart phones vs 5 billion mobile phones worldwide – large potential for growth • Mobile users reach to phone 150 times per day • Mobile video shows tremendous growth of 162% (Dec-11 to Dec-12) in Europe Mobile
  27. 27. Source: http://www.kpcb.com/insights/2013-internet-trends / StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by streaming
  28. 28. Chinese ahead in many fields • China – iOS + Android Users Surpassed USA, Q1:13 • Mobile Internet access surpassed PC in Q2, 2012 • 55% of total media consumption time on mobile and Internet vs 38% in USA • Alibaba – Gross Merchandise Volume Surpassed Amazon.com + eBay, Q4:12 • Sina Weibo 新浪微博 (like Twitter+Facebook) has 530 million users and 600 million USD in revenue • Tencent WeChat mobile has 400 million users. Communication via QR-codes and local commerce. • 9 million QR-codes scanned every month in China • Chinese mobile and social media services advancing fast and will soon be successful also in the western world
  29. 29. Innovative solutions for Chinese taxi apps
  30. 30. Connected and wearable devices • Health, medical: Track movements, exercise and alimentation • Voice or gesture controlled devices • Always on • GPS, accelerometer, compass, camera, microphone, inclination, (temperature, pressure), etc. • Connected via WiFi, 3G/4G, Bluethooth, NFC to Internet and other devices • API, Apps, third party access • Feeding social media!
  31. 31. Crowdsourcing and user generated content Waze (acq. by Google USD 1 billion, Jun11) Netflix AirBnB
  32. 32. 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 för effektivare verksamhet
  33. 33. 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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