EBE 2019 - The Power of Social: How to build your brand without breaking the bank by creating viral content instead

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Christoph von Bülow COO HolidayPirates What is the formula to survive and thrive as a travel brand in a world of media monopolies and all-powerful platforms? While most travel companies rely heavily on paid traffic, discover a sustainable manner to build a strong brand presence online and acquire substantial organic traffic through the power of social media. Over 15 years of experience in the areas of operations and business development, primarily in the travel environment. Prior to joining the Holiday Pirates, Christoph worked for the European branch of Travelzoo for nearly eight years in various management positions at home and abroad alongside stations at Tomorrow FOCUS, lastminute.com and Humboldt Reisen Berlin. Most recently he was responsible for the German business of the global payment provider Adyen from Berlin.

Marketing

+10,000,000
Facebook Fans
+30,000,000
Monthly visits
+10,000,000
App Downloads
Where we stand after 7 years…
452,000,000
TTV in 2018

Started as a travel blog in 2011
…but ﬁrst, who are we?
Became a company in 2012
Active today in 10 markets
5 ofﬁces + HQ in Berlin
Currently 200+ employees

We ﬁnd unique travel deals…
…and publish them on our
channels dedicated to each
market
What do we do?
9€
Roundtri
p
to Stavanger
Norway
£200
7 nights in
Marrakec
h
£492
Bali
Holiday
$1,134
Around-the-
World
Flights

It doesn’t mean throwing money in these
channels …
…in order to buy trafﬁc

Understand the opportunities for organic growth in
each channel
And you will get all the ﬁsh
Rethink

The recipe for virality:
Be creative &
controversial to foster
engagement
Call to Action
Travel insights,
open
discussion
Transparency
Target group
Entertaining,
authentic tone
of voice
Authenticity
Content & deals
that are too good not
to be shared
Relevance
InspirationTrust

Reach: 20+ million
Credit: Video by @VideoVision360
Inspiration

In a nutshell
Stay fresh & inspire…
…day after day!

Growth in the future:
Keep an eye on two things!

85%
15%
Desktop
Mobile & App
HP User Global 2018
Smartphones usage

Focus on
Messaging Services
& Mobile App

Connection & Interaction
Search & Book (Pull)
Relevant Deals (Push)
via Facebook, App, Whatsapp…
Community Building 
Trust 
User Generated Content
Deals
Search &
Book

New vs. returning visitors 2018 all sources
Higher share of returning visitors
67%
33%
New Existing

92%
8%
Paid trafﬁc
Non-paid trafﬁc
Trafﬁc Acquisition HP Group

Even though we only pay
for 8% of our trafﬁc, we
are able to compete with
global giants.

Monthly Trafﬁc in Millions (without App)
Monthly Trafﬁc in Millions (without App)
TOTAL** OUTSIDE US*** MOBILE**
Monthly trafﬁc in millions from Jan - Dec 18 (excluding in-app trafﬁc)
**For DE, UK, IT, FR, PL, ES, NL, AT, CH, US *** For DE, UK, IT, FR, PL, ES, NL, AT, CH
Similar Web accessed on 10.01.2019

SOCIAL MEDIA TRAFFIC
*SHARE OF TOTAL
SESSIONS
MOBILE TRAFFIC
*SHARE OF TOTAL
SESSIONS
TRAFFIC FROM SOCIAL MEDIA
SHARE OF TOTAL SESSIONS*
TRAFFIC FROM MOBILE
SHARE OF TOTAL SESSIONS*
*Average no. of sessions in last year Jan 2018 - Dec 2018
Similar Web Accessed on 10.01.2019

DIRECT TRAFFIC
*SHARE OF TOTAL
SESSIONS
SEO TRAFFIC
*SHARE OF TOTAL
SESSIONSDIRECT TRAFFIC
SHARE OF TOTAL SESSIONS*
TRAFFIC FROM SEO
SHARE OF TOTAL SESSIONS*
*Average no. of sessions in last year Jan 2018 - Dec 2018
Similar Web Accessed on 10.01.2019

20122018
Takeaway: Surf early on the right wave
201520??
?

Best of luck for your social
media success

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E-Commerce Berlin EXPO

Ramon Pallaske EU Program Manager Audible This presentation will show you how to prepare and understand, at work and in life, what motivates others when influencing while having a positive impact. As a Program Manager you need commitment to work together to deliver results from people outside of your reporting line who, on the surface, might have conflicting interests to yours. Have you ever shared an idea, and although you prepared and made your homework, some of the people agreed and some didn’t and you were never able to move forward? Ramon Pallaske, studied Mathematics and Information technology in Greifswald. Always communicative working in customer service as a side-gig seemed reasonable. After asking himself why he was doing a good job he started working as trainer. At Audible he developed trainings for several countries and started to dig even deeper for root-causes as Process Improvement Manager based on Lean Six Sigma principles. Now he is a Program Manager – directly influencing the deliverables to the customers.

EBE 2020 Datengetriebene Insights – Erfolgsfaktor im E-Commerce und Retail - ...

E-Commerce Berlin EXPO

Andreas Sartison Director Sales DACH Mapp Immer noch entscheiden viele Unternehmen im E-Commerce und Einzelhandel aus dem Bauch heraus. Dadurch wird viel Potential verschenkt. Erfolgreiche Geschäfte basieren auf belastbaren, einfach umsetzbaren Insights. Hierfür sind Datenanalysen allein nicht ausreichend. Vielmehr geht es darum, ein Insight-basiertes Marketing im Cross-Channel zu realisieren. Mit der richtigen Strategie und Technologie können die Unternehmen in Echtzeit wertvolle Insights gewinnen, um Marketing-Aktivitäten hochgradig personalisiert anzustoßen und regelmäßig zu optimieren. Andreas Sartison hat an den Universitäten Frankfurt/Main und Tübingen studiert ist ein ausgewiesener Webanalyse-Experte. Nach beruflichen Stationen bei IBM, AT&T, dem IT-Systemhaus Syscon und dem Webanalyse-Anbieter Nedstat (comScore) begann er 2012 als Senior Sales Manager bei Webtrekk. Seit 2016 verantwortete er als Head of Sales DACH & Eastern Europe die Vertriebsaktivitäten für den deutschsprachigen und ostmitteleuropäischen Raum. Nach der Webtrekk-Übernahme durch Mapp ist er als Director Sales für den DACH-Vertrieb der Gesamtgruppe zuständig.

EBE 2020 e-Commerce und Onlinemarketing - Erfolgreich in einer Nische - Dani...

E-Commerce Berlin EXPO

Daniel Kocher Head of Strategic Management & Brand Prinz-Sportlich.de Die digitale Werbebranche und der E-Commerce Markt ist so vielseitig wie noch nie. Doch wie schafft man es sich innerhalb dieser Bereiche konsequent durchzusetzen? Nischenmarketing ist eine Möglichkeit, um sich vom Wettbewerb abzugrenzen und Zielgruppen erfolgreicher ansprechen zu können. Daniel Kocher kommt aus Nürnberg und absolvierte 2014 seinen Werbefach- und Diplom Kommunikationswirt an der Bayerischen Akademie für Werbung und Marketing. Bereits 2010 startete er im Onlinemarketing durch und war bis 2018 für verschiedenste Bereiche bei einem der größten Affiliate-Netzwerke in Europa zuständig – zuletzt als Senior Affiliate- & Account Manager DACH für NIKE. Seit 2019 betreut er bei der Prinz Sportlich GmbH & Co.KG als Head of Strategic Management & Brand interne Prozessoptimierungen, Kampagnenplanungen und den Kooperationsausbau der Marken Prinz Sportlich und SNKRADDICTED.

EBE 2020 Vom Keller zu einer der erfolgreichsten Versandapotheken Deutschlands

E-Commerce Berlin EXPO

EBE 2020 Profitables Skalieren von Online Shops durch Social Media Marketing

E-Commerce Berlin EXPO

Jason Modemann Founder & CEO Mawave Marketing Nachdem Jason Modemann seine Agentur Mawave Marketing als vorerst Full Service Agentur auf dem Markt etablierte stellten sich schnell die überdurchschnittlichen Ergebnisse im Bereich Social Media Performance Marketing heraus. Heute ist seine Agentur die führende Social Media Agentur im Raum München und arbeitet auf engste Weise mit Facebook und Instagram zusammen. Von der strategischen Beratung bis hin zum operativen Aufsetzen von Social Media Kampagnen punktet er mit höchster Kompetenz und Erfahrung.

EBE 2020 How to expand to new markets in 100 days - Dijana Dimitrovska

E-Commerce Berlin EXPO

Dijana Dimitrovska Marketing MD Marley Spoon “We need to grow!” is a statement you’ve probably heard before. And there really is no reason for a business not to grow! In just 5 years, Marley Spoon brought its meal kit service to 8 markets around the world. But expanding brings challenges: Where to go? How to start? And most importantly: How to keep your team aligned and engaged along the way? Dijana will share insights on how to open a new market in 100 days. Dijana Dimitrovska is responsible for all marketing activities within Marley Spoon’s EU markets across all customer lifecycle stages. Her background is in communications, but she started her career at Marley Spoon in the performance marketing department, eventually becoming Head of the Paid Social & Display Advertising team. Here, she oversaw the global paid social & display advertisement activities, before becoming Marketing MD.

EBE 2020 The power of AI in risk management - minimize fraud & maximize reven...

E-Commerce Berlin EXPO

Max Laemmle CEO and Founder Fraugster Learn why AI surpasses outdated technologies & even machine learning, in detecting fraud & increasing your approval rate - illustrated with examples & case studies. Max is the CEO and Founder of Fraugster, an Artificial Intelligence (AI) driven payment security company committed to boosting conversion rates and eliminating e-commerce fraud. Prior to founding Fraugster, Max co-founded Better Payment, a German payment gateway service provider, and also acted as the product evangelist for the mPOS company SumUp, which allows SMB merchants to accept card payments.

EBE 2020 Signifikante Absatzsteigerung durch die Einführung von Customer Cent...

E-Commerce Berlin EXPO

Ole L. Wegne CEO hello.de Im digitalen Zeitalter spielt das Thema der Kundenorientierung eine zunehmend größere Rolle, bei der Steigerung von E-Commerce Verkäufen. Nur wer seinen Kunden in den Mittelpunkt seines Handelns stellt, wird langfristig Erfolg haben. Insbesondere ein außergewöhnlich hochwertiger Kundenservice spielt hierbei eine der zentralen Rollen bei der Einführung von Customer Centricity. Ole Wegner ist CEO der hello.de AG, einen Customer-Service Spezialisten für Start-Ups und Unternehmen mit mittelständischen Strukturen. Wegner gilt als ausgewiesener Branchenexperte, wenn es um die Ausrichtung von Kundenservice oder die Implementierung von Customer Centricity Prozessen geht. Zuvor war Wegner Geschäftsführer der walter services GmbH, Geschäftsführender Gesellschafter der Perry & Knorr Communications GmbH, sowie Geschäftsführungsvorsitzender der freenet Customer Care GmbH. Mehr als 20 Jahre ist Wegner einer der Top-Manager im Kundenservice-Bereich.

EBE 2020 Payment Excellence: Mit innovativen Payment-Features die Kundenloyal...

E-Commerce Berlin EXPO

Max Bense Head of Strategic Sales collectAI GmbH Im E-Commerce ist der Kauf auf Rechnung nachwievor des Kunden liebste Zahlungsmethode - aber eben auch die risikoreichste, was potentielle Zahlungsausfälle angeht. Innovative Features im Forderungsmanagement steigern die Zahlungsbereitschaft, optimieren die Customer Journey und sorgen so für ein komfortables Bezahlen: Das neue Feature “Select & Pay” des Intelligent Payment Solution Providers collectAI ermöglicht multiflexibles Bezahlen mit variablem Warenkorb. Wie das funktioniert? E-Commerce-Kunden wählen auf einer Bezahlseite im Branding des Händlers nur die Artikel aus, die sie nicht retournieren wollen. Der fällige Kaufpreis ändert sich dabei automatisch. Für die zu bezahlende Summe können Kunden die für sie passende Zahlmethode auswählen. Dank des Features “Select & Pay” sind die Zeiten vorbei, in denen offene Beträge mühsam mittels Liefer- und Retourenschein händisch berechnet werden müssen. Ein weiterer Anwendungsfall ist die Verlagerung des Zahlungsvorgangs auf den Zeitpunkt nach der Lieferung. Dies ermöglicht den Kunden selbst zu entscheiden, wann und wie sie bezahlen möchten. So wird Online-Shopping noch flexibler und bequemer. Dieser Vortrag zeigt anhand von Praxisbeispielen unserer Kunden wie innovative Features das Kauferlebnis für alle Beteiligten optimiert. My conceptual skills are combined with a high degree of social competence as well as the ability to inspire and motivate people. I recognise the need for action, as well as various causes and effects, at an early stage and derive opportunities and risks from them. As an executive, I am an extremely open, collegial and cooperative personality and always focused on my actions. I think and act holistically, taking into account your strategic success factors and company objectives, as well as the constant looking out for future topics.

EBE 2020 Getting ready for PSD2 on time! How online fashion retailer Zalando ...

E-Commerce Berlin EXPO

Carsten Muerl Director Product Management Mastercard Carsten Muerl is responsible for security solutions such as authentication, 3-D Secure or fraud detection in the Cyber & Intelligence Solutions business unit of Mastercard (Germany and Switzerland). He has more than 20 years experience in the payment industry. As Head of Product Management of Cards at Deutsche Bank he was responsible among others for new card programs like Debit Mastercard and the introduction of new features like CardApp or mobile payment. He studied Business Informatics at Karlsruhe University of Applied Sciences.

EBE 2020 How to put the consumer in the driving seat of the European Digital ...

E-Commerce Berlin EXPO

Filip Sedefov Senior Manager, Privacy & Data Protection IAB Europe Filip will reiterate why trust and transparency are crucial for the survival of the European Digital Supply Chain and will explain what TCF is from a user perspective, with a strong focus on TCF v2, which helps connecting people to the brands and content they value whilst giving consumers and publishers greater control over who they trust to handle their data and for what purposes. Filip is the subject matter lead for privacy & data protection, overseeing the GDPR legal compliance programme, including the Transparency & Consent Framework (TCF). Previously, he has worked as a regulatory consultant in the private sector and as a legal expert on several EU FP7 funded projects related to privacy and data protection as well as the harmonisation of Member State legislation in the areas of consumer protection and renewables. Filip has a Master’s in Law from Université catholique de Louvain (UCL) and an LLM in International & European Law from the Institute for European Studies at the Vrije Universiteit Brussel (VUB). He speaks English, French, Portuguese and Bulgarian.

EBE 2020 The Age of Machines and How to Re-think User Experience

E-Commerce Berlin EXPO

Dr. Christian Kahl User Experience Lead CyberSolutions Christian is responsible for UX at CyberSolutions - the E-Commerce Enabler company of the Hubert Burda Media Group. In this role, innovation is a key element to create unique and sustainable user experiences. Christian benefits from his versatile experience as a researcher, UX expert, startup-enthusiast, passionate gamer, and (not least) techno musician and DJ. Areas, where new technologies and continuous innovation always played a vital role.

EBE 2020 Wie ich das sehe. Der Erfahrungsbericht. - Kai Schotten

E-Commerce Berlin EXPO

EBE 2020 Product & category recommendations and user personalization for a me...

E-Commerce Berlin EXPO

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