Developing a social media strategy for SAXO.com

1. Developing a Social Media Strategy for SAXO.com KOMFO SOCIAL SUMMIT 2014 Copenhagen, August 20., 2014

2. Strategy & Planning Analytics UX & Interaction Design Visual Design Technical Advisory Think! Digital / Tilbud på redesign af www.3.dk / Juli 2014 / Fortroligt. 2 About Think! Digital Think! Digital is a Copenhagen based digital agency that creates connected experiences, products and services. Digital IS business. Client services Founded 2011 / 22 Employees / Co-creates with freelancers and other agencies

3. Major clients (since december 2011) Think! Digital GN ReSound

5. The largest internet bookstore in Denmark 16 mio yearly visits at www.saxo.com 600.000 customers 4 mio items on sale 4

6. 5 Number of Facebook likes Project start Project end February 2014: 19.000 Facebook fans August 2014: 31.000 Facebook fans

7. Social Media Strategy Framework SAXO.com case Take aways & questions? 6 The next 28 minutes...

9. Can you answer this? What is the impact on the bottom line, if your social media budget is increased by 10%? 8

10. ...if not ... why should your budget be increased? 9

11. From social media to social business... 10

12. From social media to social business... Response to inquiries We are on Facebook Sales is driven by social Customer service 10

13. From social media to social business... Response to inquiries We are on Facebook Sales is driven by social Customer service Driven by individual departments 10

14. From social media to social business... Response to inquiries “Big data” Data driven communication Integration Web/social/loyalty/mobile Scaling through automation We are on Facebook Sales is driven by social Customer service Driven by individual departments 10

15. From social media to social business... Response to inquiries “Big data” Data driven communication Integration Web/social/loyalty/mobile Scaling through automation We are on Facebook Sales is driven by social Customer service Driven by individual departments 10

16. From social media to social business... Response to inquiries “Big data” Data driven communication Integration Web/social/loyalty/mobile Scaling through automation We are on Facebook Sales is driven by social Customer service Driven by individual departments Across the Organization> Strategic 10

17. 11 Process

18. Raison d’être Where do we want to be? Starting point Where are we now? 11 Process

19. Raison d’être Where do we want to be? Starting point Where are we now? Context 11 Process

20. Raison d’être Where do we want to be? Starting point Where are we now? Context Users 11 Process

21. Raison d’être Where do we want to be? Touch points & engagement Starting point Where are we now? Context Users 11 Process

22. Raison d’être Where do we want to be? Touch points & engagement Starting point Where are we now? Context Action plan Business case & Organisation Users 11 Process

24. 13 The brief

25. 13 How should SAXO.com use social media to support the overall business strategy? The brief

26. How can social media be used to add value to the SAXO.com brand and products? 13 How should SAXO.com use social media to support the overall business strategy? The brief

27. How can social media be used to add value to the SAXO.com brand and products? 13 How should SAXO.com use social media to support the overall business strategy? How can we leverage social media to create strong relations between: The reader, The book, The author The brief

28. 13 How should SAXO.com use social media to support the overall business strategy? The brief How can we gain better customer insights through data from social media? How can we leverage social media to create strong relations between: The reader, The book, The author How can social media be used to add value to the SAXO.com brand and products?

29. How can social media be used to add value to the SAXO.com brand and products? 13 How should SAXO.com use social media to support the overall business strategy? The brief How can we gain better customer insights through data from social media? How can we leverage social media to create strong relations between: The reader, The book, The author How can we leverage social media to display that SAXO.com is a vibrant market place and that there are real people behind the website?

30. 14

31. 14

32. Facebook.com/saxocom 15 RMeicmheemlleb eKrr tisot seengsmene nCto ymoupre taituidoinence

33. Facebook.com/saxocom 16 Intro-text

34. Facebook.com/saxocom 17 Offers (again and again)

35. Facebook.com/saxocom 18 SGereekaitn pgo dsiat logue

36. First you build trust - then you sell... 19

39. How do we prioritize?

40. How do we prioritize? Which SoMe channels should be in focus and how?

41. The project 22

42. The project Handover Prerequsites • Strong support from management. • And a skilled and entusiastic team at SAXO.com. 22 Kickoff Week 2 Week 3 Week 4 Workshop Workshop Final documentation Implementation Workshop Implementation Ongoing implementation

43. Customer insight through personas 23 30-35% market share 46 years old Psychotherapist 2 children 20-30% market share. 30 years old. Product manager at Electrolux. No children Target group 1 Target group 2

44. Always remember your key audience Before After 24

45. 25

46. 25

48. Raison d’être Where do we want to be? Touch points & engagement Starting point Where are we now? Context Users 27 Process

50. Objective (for SoMe) • Consumers (B2C) • Increase loyalty with existing customers/fans and create more ambassadors. • Inspire customers / fans to the next book purchase. • Increasing awareness of SAXO.com in customers/fans own network. • Create measurable sales. • Strengthen SAXO.coms "social trust" and thus achieve better rankings in search engines. • Consumers (B2S) • Create measurable sales. • Build relationships with future customers. • Writers • Create social relationships with writers and together create extra value to each others fans and followers. 28

51. Seven social media KPI’s 29 Loyalty Sales Google rankings Average reach for Facebook posts (organic, not paid). Number of website URLs liked on social media during last 30 days. Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5 KPI 6 KPI 7 Number of website URLs liked on social media during last 30 days. Number of website URLs liked on social media during last 30 days. E-commerce revenue from customers arriving directly from social media channels. Number of Facebook fans (acquired through hard work, not like-hunting). Number of Google+ fans (acquired through hard work, not like-hunting). Number of Facebook fans (acquired through hard work, not like-hunting). Number of Google+ fans (acquired through hard work, not like-hunting). Conversion value(*) from customers arriving directly from social media channels.

52. Social media roadmap Example 30

53. Deliverables

54. 2 primary and 6 secondary objectives closely aligned with the business strategy. Deliverables

55. 2 primary and 6 secondary objectives closely aligned with the business strategy. Description (personas) of key target groups and their social media habits and needs. Deliverables

56. 2 primary and 6 secondary objectives closely aligned with the business strategy. Description (personas) of key target groups and their social media habits and needs. Dashboard with 7 social media KPIs. Deliverables

57. 2 primary and 6 secondary objectives closely aligned with the business strategy. Description (personas) of key target groups and their social media habits and needs. Dashboard with 7 social media KPIs. Deliverables Project roadmap with prioritised list of 13 initiatives and projects.

58. 2 primary and 6 secondary objectives closely aligned with the business strategy. Description (personas) of key target groups and their social media habits and needs. Dashboard with 7 social media KPIs. Deliverables Project roadmap with prioritised list of 13 initiatives and projects. Business case framework to help focus on the most profitable activities and stay clear of the ”shiny new object” syndrome.

59. 31 2 primary and 6 secondary objectives closely aligned with the business strategy. Description (personas) of key target groups and their social media habits and needs. Dashboard with 7 social media KPIs. Deliverables Project roadmap with prioritised list of 13 initiatives and projects. Business case framework to help focus on the most profitable activities and stay clear of the ”shiny new object” syndrome.

62. Key takeaways 1/4 Get the basics right • Know your objectives and KPIs. • Know your audience. • Set up your conversion goals, tracking and dashboards from day 1. 33

63. Key takeaways 2/4 Keep it short and focused • If developing a social media strategy takes more than 4-6 weeks, then you have either involved the wrong people or too many people. 34

64. Key takeaways 3/4 Track, measure and prioritize • New fascinating social media initiatives and projects should always be evaluated on the same criteria as old less flashy tasks. This also applies to ideas brought forward by top management. • Effect of most social media activities can be measured through a KPI. • How you staff and organise your social media team is critical. 35

65. Key takeaways 4/4 And remember... - a strong presence on social media (including Google+) is one of the most important factors for how Google rank your webpages in the Google search results. 36

66. Questions?

67. Mads Gustafsen Managing Director mads.gustafsen@thinkdigital.dk +45 31 64 01 00 Troels Kjems Senior consultant troels.kjems@thinkdigital.dk +45 30 25 55 55 thinkdigital.dk @ThinkDigitalDK facebook.com/ThinkDigitalDK

Developing a social media strategy for SAXO.com

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