This document discusses trends in digital marketing, including social business, content marketing, and building trust. It highlights how customers now want to help themselves, and expect companies to facilitate DIY solutions. Social media is emphasized as being about people before platforms. Successful social media strategies listen to users and seek dialogue to build understanding and comfort. It also provides examples of using platforms like Facebook, LinkedIn, and Twitter to strengthen customer relations and increase engagement. Overall, the document advocates for having a clear long-term social media strategy with defined objectives and analytics to experiment, measure, and improve digital performance over time.

1. DIGITAL MARKETING

2. CHIEF CONSULTANT & PARTNER
PASSION FOR DIGITAL BUSINESS STRATEGI
Harald Reedtz Tokerød

4. TRENDS
SOCIAL BUSINESS
CONTENT MARKETING
INSPIRATION
DIGITAL BEHAVIOUR & APPEARANCE
TRUST
CASES
OUR OWN APPRACH
WHAT’s HE TALKING
ABOUT?

5. Marketing today

6. TRENDS

7. CUSTOMERS WANT TO HELP THEMSELVES

8. EMPLOYEES AS AMBASSADORS

10. SOCIAL BUSINESS
To connect networks of customers, partners and employees – and
the use of analytics to gain insights from these relations, in order to
improve our work and concept/product development. - IBM

11. CONTENT MARKETING
- Content Marketing Institute

12. We buy in on trust

13. THE TRUST EQUATION
Credibility x Reliability x Intimacy
Self-orientation
TRUST=
(Charles H. Green)

14. SOCIAL MEDIA

15. OVERVIEW

16. Social Media – Trends
Facebook no longer free. You only reach 6% of your followers.
Video is taking over! It requires companies to do visual communication.
Customers want to help themselves. So facilitate DIY.
It’s more than ever all about relations and network.
Content content content. (increased pressure for relevance & timing)
Customers have gained greater influence and lower tolerance. (involve!)

17. IT’S ALL ABOUT
PEOPLE
BEFORE
PLATFORMS
& TOOLS

19. SOCIAL MEDIA
Customer / User

22. Remember to be social in social media
• Listen to the users
• Be curious
• Seek the dialogue
• Be in
• Informanl
• Authentic
• Humorous
• Show it don’t tell it

23. YOU PAINT THE PICTURE YOURSELF

24. The most preferred social media
3,5 mio. DK users
FACEBOOK

30. Københavns Lufthavn
30
• A clearly defined strategy social media to
increase the interest and the sales in the
airport.
• Higher engagement results in higher
sales.
• Achieve comfortability for the travellers
through personal dialogue.
• Customers to know the airport better.
• The Airport wants to inspire customers
before, during and after the trip.
FORMÅL: Closer relation and insights about customers.
More personal service.
Increase in sales in the stores.

31. • Comfortable
• Easy og bekvemt
• Good service and experience
• No staff involved

32. Comfortability through
storytelling

33. PR in BØRSEN

34. 1,8 mio. Danes have a profile
LINKEDIN

36. Why Linkedin?

42. ADVOKATEN

43. Advokat
m. speciale i skilsmisse

44. 44

49. “I’m not here to sell
anything. I’m here to
give!

50. 12% of the Danes have a profile (570.000 ppl.)
4% active on daily basis
TWITTER

51. Begreber
Et tweet

54. CitiBank’s approach to Digital
SEARCH > SEO > SOCIAL = GEOmarketing
Baggrund:
Citi case study: 76% buying decisions are personal and local.
Therefore “mobile enabled local search” critical for conversion of
customers.
Objectives:
• Differentiate the service offered to the clients in an industry where it is
much undifferentiated.
• More new customers
• Appear more professional (take the customers seriously)
• Don’t compromise on security.
• Protect the brand through customer service (listen & solve)
Achieved 1 million likes in first year.
Strong reach and strengthened customer relation = Higher revenue.

59. At lande et møde på Twitter

60. CALCULATION
CONVERSION RATE
NUMBER OF CLIENTS

61. POSITIONERING
CASES

74. Summerbird – Digitale Univers
Social media
Google
Email
newsletter
Content
Website +
landingpage
Facebook + Instagram + Twitter
Bloggers + Ambassadors
Compaign concept
Valentine + Easter
Social content
Signups
Call-to-action mails
Affiliate mails
Conversion optimization
Landing page
Campaigns Adwords
Retargeting
SEO

77. CLEAR STRATEGY

80. SOCIAL MEDIA STRATEGY
• A selection of SoME channels relevant for the company’s target group
• According to the readiness of the company.
• Collaboration between marketing, sales, communication, IT, HR, cust. service & R&D.
• Long term strategy (1-3 yrs). Framework for the initiatives in the social landscape.
• It’s all about why, how and which social media the org. should apply to strengthen
it’s digital presence and digital identity.
• Clearly defined objectives.
• Analytics & KPI’s
Experiment > Measure > Evaluate > Corrective actions

81. WHENEVER THE CUSTOMER FEELS READY AND
REALISES HIS NEED….
THEN WE’RE READY WITH THE RELEVANT TOOLS

82. PULL STRATEGY – WE DON’T WANT TO PUSH

83. THAT CALLS FOR CONTENT

84. AND A DIFFERENT APPROACH

86. Fire away.
QUESTIONS?

87. Harald Reedtz Tokerød
Oxygen A/S
Tlf. 60 13 41 66
ht@oxygen.dk
@tokeroed