Digital Expert PART 5 - Selling Without Selling
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The document discusses digital marketing and social media strategies. It emphasizes creating valuable content over selling products directly. Content should share inspiring stories that audiences want to hear rather than just promoting products. Social media allows sharing content to raise brand awareness and drive demand over time. Effective social media strategies require understanding different platforms, audiences, and using content to address customer interests and needs. Customer service on social media must respond helpfully and respectfully to build trust and goodwill. Overall social media creates new opportunities when used to educate, engage and build connections through shared purpose and values.
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Digital Expert PART 5 - Selling Without Selling
- 1. Digital Marketing Building brands with digital in the core
- 3. Digital Marketing based on books from Steven Van Belleghem www.stevenvanbelleghem.com @stevenVBE
- 7. Content It’s not about your product It’s about your story Social Media
- 8. although “simply the best shit” might do Social Media Content
- 9. Social Media Josha Bell, world top violin player is ignored in the wrong setting Content
- 10. Content a good story adds value is an inspiration in the right context Social Media
- 11. Content it’s not about products it’s about sharing inspriring stories Social Media
- 12. Content and this works in every industry Social Media
- 13. Content and this works in every industry yes, every industry! Social Media
- 16. Content Content does not equal campaign Reach Time Social Media
- 17. Content Content does not equal campaign Reach Time campaign campaign content content content Social Media
- 18. Content does not equal campaign Content Social Media
- 19. Social Media Content does not equal campaign Content It’s about sharing!
- 23. Content what’s your content stategy? Social Media
- 24. Content what’s your content stategy? Social Media
- 25. Content Marketneed uniqueness of the content avoid niche competition focus content quadrant
- 26. Content Campaigns subscriber CONTENT BRANDS CUSTOMER EXPERIENCE NATIVE ADVERTISING BRANDED CONTENT content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand Social Media
- 27. Content Campaigns subscriber CONTENT BRANDS CUSTOMER EXPERIENCE NATIVE ADVERTISING BRANDED CONTENT content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand Social Media
- 28. Content Campaigns subscriber CONTENT BRANDS CUSTOMER EXPERIENCE NATIVE ADVERTISING content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand Social Media
- 29. Content Campaigns subscriber CONTENT BRANDS NATIVE ADVERTISING content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand BRANDED CONTENT Social Media
- 30. Content Campaigns subscriber NATIVE ADVERTISING content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) customer Raise Awareness BRANDED CONTENT CUSTOMER EXPERIENCE Social Media
- 32. Content EmotionalRational Awareness Research Comparison Purchase Social Media
- 33. Content EmotionalRational Awareness Research Comparison Purchase Social Media
- 34. Content What you want to tell your audience What your audience wants to hear. Social Media
- 35. Social Media Content What you want to tell your audience What your audience wants to hear. what you should say
- 36. Social Media Content What you want to tell your audience what you should say What your audience wants to hear. content marketing strategy model Brand story What do I want to tell about my VP? What storyline/series can I make? Perspective Episodes Interaction Who tells the story? (customer, employee, influencer) What do you tell in each episode? How does this touch your VP/Customer? Where does your targeted group find the story? How are they engaged? Your customer Why does my targeted group wants to follow this? Out of which interest?
- 55. Facebook was down for 27minutes Internet Social Media Digitiz ation
- 72. Professional Nostalgia - Emotion - having fun Personal Achievement - Success - Aspiration We spent time! We invest time! 1 2 3 4 c c
- 74. Social Media Internet Digitiz ation social networking space Interest/ topic based “real life”/ relationship based permanent temporary
- 75. Social Media Internet Digitiz ation social networking space Interest/ topic based “real life”/ relationship based permanent temporary private public
- 76. Social Media Internet Digitiz ation social networking space Interest/ topic based “real life”/ relationship based permanent temporary private public
- 77. social networking space Social Media Internet Digitiz ation one to manyone to one permanent temporary
- 78. social networking space Social Media Internet Digitiz ation one to manyone to one permanent temporary
- 79. social networking space Social Media Internet Digitiz ation one to manyone to one permanent temporary
- 80. social networking space Social Media Internet Digitiz ation one to manyone to one permanent temporary
- 85. social customer care 2010 - 2017 600% Social Media Internet Digitiz ation 2010 2014 12% CV 58% 2017 CV 74%
- 86. social customer care can be hard! Social Media Internet Digitiz ation
- 87. Social Media Internet Digitiz ation social customer care can be hard!
- 90. Social Media Internet Digitiz ation 6 rules of participation listen ask questions open personal engagementhonest ☺ thank you sorry
- 91. Internet Digitiz ation social customer care can be hard! Social Media What’s your reaction?
- 92. social customer care what your customer wants 58% 74% 92% to be treated with dignity 76% their problems to be fixed 74% an explenation 72% a thank you
- 93. social customer care what your customer wants and in real-time 58% 74% 92% to be treated with dignity 76% their problems to be fixed 74% an explenation 72% a thank you
- 96. social media can be hard!
- 97. social media can be hard!
- 98. social media can be hard!
- 99. social media can be hard!
- 100. social media can be hard! Totale ridiculous photo. At least have something realistic … Give moms a break. I prefer running naked with my children
- 101. social media can be hard! Totale ridiculous photo. At least have something realistic … Give moms a break. I prefer running naked with my children Amazing! Inspiring!… I’m a mum and can be stunning. She looks awesome!!! Be inspired ladies. Not easy but achievable…
- 102. social media can be hard! #fail #fail to predict the audience’s receptivity to pay sufficient attention to detail
- 103. social media can be hard! #fail #fail to predict the audience’s receptivity to pay sufficient attention to detail
- 104. social media creates new opportunities!
- 105. social media creates new opportunities! Here is what you need to do to subscribe and follow the Uk'shona Kwelanga drama series according to Sanlam: 1. SMS your name and surname to (+27) 45603. 2. Save '(+27) 073 174 4396' as 'Sanlam Funeral' in your contacts. Sanlam says you won’t receive any messages if this step is skipped. 3. You will be sent the daily episodes on WhatsApp every day for 7 days.
- 107. increase impact with shared purpose
- 110. increase impact with shared purpose
- 113. from traditional selling to social selling sales demos cold sales qualify leads educate social network engage Sales 1.0 Social Sales
- 114. from traditional selling to social selling educate social network engage Social Sales develop a content strategy which is based on value1
- 115. from traditional selling to social selling educate social network engage Social Sales instead of looking for clients make sure clients find you2
- 116. from traditional selling to social selling educate social network engage Social Sales evolve from demographic segmentation to segmentation based on similar needs3
- 117. from traditional selling to social selling educate social network engage Social Sales Endorse 1 to 1 communication instead of 1 to many4
- 118. from traditional selling to social selling educate social network engage Social Sales Make your communication omnichannel5
- 119. from traditional selling to social selling educate social network engage Social Sales Go for data-driven automation6