16 students from Carthage College (http://www.carthage.edu/) came to Skapa. I had the opportunity of sharing some of my knowledge and experience from driving sales with social media in B2B companies.
Today your online branding is as essential to customer experience as any brick and mortar store or office. Some of the elements will overlap between online and offline, however, there are a lot of things different techniques to use to express your brand. In this slideshare we go over the 3 pillars of online branding, and some differences between B2B and B2C.
Presented in 2013 to the CEO of the Institute for International Research. Data showed that there were unexplored opportunity in an underdeveloped corporate web presence. Pocket Con presented an idea of leveraging value from profitable business conference products and turning profit through digital means.
How to Create, Market and Manage Your Digital Brand Jeff Bullas
LIfe has become more complicated as you now need to manage your brand's offline brand as well as the increasingly important digital online brand. How do you create, market and manage your digital brand's presence online? What are the digital assets you should be creating? How do you market those assets?
This presentation was the keynote at the Digital Conference in Beirut, Lebanon that was the first digital conference in the Middle east by Al-Ikissad Wal-Aamal
What can you learn from the brands you have never heard of?Oban International
It is all too easy to focus on global brands and familiar national brands in our home market as case studies for innovation or best practice. However, numerous successful brands around the world are (so far) only well-known in their local markets. Analysing how and why these companies are prospering, can teach other firms looking to expand into new territories how to make the most of the opportunity. During the recent SheerLuxe conference in London, we discussed examples of what you can learn from brands you’ve never heard of, with a range of luxury brands.
Student engagement in higher eduction solution overview and referencesMarc Van Den Berk
student recruitment and student marketing are hot. Institutes are taken the entire student journey into account. SAP Hybris is offering state-of-the-art engagement solutions. itelligence prepared this impressive portfolio for Higher Education
Today your online branding is as essential to customer experience as any brick and mortar store or office. Some of the elements will overlap between online and offline, however, there are a lot of things different techniques to use to express your brand. In this slideshare we go over the 3 pillars of online branding, and some differences between B2B and B2C.
Presented in 2013 to the CEO of the Institute for International Research. Data showed that there were unexplored opportunity in an underdeveloped corporate web presence. Pocket Con presented an idea of leveraging value from profitable business conference products and turning profit through digital means.
How to Create, Market and Manage Your Digital Brand Jeff Bullas
LIfe has become more complicated as you now need to manage your brand's offline brand as well as the increasingly important digital online brand. How do you create, market and manage your digital brand's presence online? What are the digital assets you should be creating? How do you market those assets?
This presentation was the keynote at the Digital Conference in Beirut, Lebanon that was the first digital conference in the Middle east by Al-Ikissad Wal-Aamal
What can you learn from the brands you have never heard of?Oban International
It is all too easy to focus on global brands and familiar national brands in our home market as case studies for innovation or best practice. However, numerous successful brands around the world are (so far) only well-known in their local markets. Analysing how and why these companies are prospering, can teach other firms looking to expand into new territories how to make the most of the opportunity. During the recent SheerLuxe conference in London, we discussed examples of what you can learn from brands you’ve never heard of, with a range of luxury brands.
Student engagement in higher eduction solution overview and referencesMarc Van Den Berk
student recruitment and student marketing are hot. Institutes are taken the entire student journey into account. SAP Hybris is offering state-of-the-art engagement solutions. itelligence prepared this impressive portfolio for Higher Education
From ITC Agent Conference 2016...
Are you new to digital marketing? Or have some experience but are looking to improve? This session will help you develop and implement a digital marketing strategy. We'll discuss branding - what it is and how its development makes your digital marketing easier and laser focused. We'll also cover blogging, social media, email and video marketing. There will be examples from Carrie's agency so you'll leave with tips and practical ideas you can use immediately.
E Business and E Commerce Management Strategy Implementation and Practice 5th...gixupeb
Full dowload http://alibabadownload.com/product/e-business-and-e-commerce-management-strategy-implementation-and-practice-5th-edition-chaffey-solutions-manual/
E Business and E Commerce Management Strategy Implementation and Practice 5th Edition Chaffey Solutions Manual
Building content digital channels for the mobile age by Yanzer Lee, Fireworks...Yanzer Lee
Building Content Distributing Channels for The Mobile Age.
The what and how we can use content in the Mobile platform to deliver our content, and to use those content to perform our marketing objectives.
This is a discussion on :
- Content Distribution Channels
- Content Channel for Mobile Age
- Strategising The Delivery using the 5W Framework ( by Yanzer Lee )
This is a presentation I held today for a group of executives that are participating in the West Swede Chamber of Commerce's Exec-program. Study and enjoy!
Skapa at West Sweden Chamber of Commerce November 20, 2015Erik Ekholm
This is the presentation "Driving Sales with Content Marketing" that I used when I held a seminar for a group of executives of companies at the West Sweden Chamber of Commerce.
This was a seminar held in during one or our Skapa & Friends meetings at our office. It was about content marketing and specifically on how to use content to attract relevant visitors and drive sales. What to consider when doing content strategies, Google's importance, how to maximize visibility when publishing.
Skapa - West Sweden Chamber of Commerce Aug 31, 2018Erik Ekholm
This is a presentation I held for a group of executives in a Go Global group at the West Sweden Chamber of Commerce focusing on online marketing for international operations.
Skapa presentation Chamber of_commerce_Sept 27, 2013Erik Ekholm
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.
Skapa presentation West Sweden Chamber of Commerce 2018-11-27Erik Ekholm
Digital Marketing and Sales in B2B and industrial applications. Presentation held at meeting with CEOs at West Sweden Chamber of Commerce on Nov 27, 2018.
Skapa chamber of_commerce_2014-03-14_002Erik Ekholm
This was a presentation I held for a group of executives at West Sweden Chamber of Commerce. A couple of slides are in Swedish, but most of it is in English. The presentation has a focus on online content driving sales (content marketing). I also touch on the trend of the increasing number of visitors that are using smartphones and tablets when surfing the web. I also emphasize the need of a clear strategy, to achieve the desired results.
Carthage College Content Marketing at Skapa Jan 2018Erik Ekholm
We welcomed 19 students and three from the faculty of Carthage College in USA. This is the presentation I gave to the interested and inquisitive students.
From ITC Agent Conference 2016...
Are you new to digital marketing? Or have some experience but are looking to improve? This session will help you develop and implement a digital marketing strategy. We'll discuss branding - what it is and how its development makes your digital marketing easier and laser focused. We'll also cover blogging, social media, email and video marketing. There will be examples from Carrie's agency so you'll leave with tips and practical ideas you can use immediately.
E Business and E Commerce Management Strategy Implementation and Practice 5th...gixupeb
Full dowload http://alibabadownload.com/product/e-business-and-e-commerce-management-strategy-implementation-and-practice-5th-edition-chaffey-solutions-manual/
E Business and E Commerce Management Strategy Implementation and Practice 5th Edition Chaffey Solutions Manual
Building content digital channels for the mobile age by Yanzer Lee, Fireworks...Yanzer Lee
Building Content Distributing Channels for The Mobile Age.
The what and how we can use content in the Mobile platform to deliver our content, and to use those content to perform our marketing objectives.
This is a discussion on :
- Content Distribution Channels
- Content Channel for Mobile Age
- Strategising The Delivery using the 5W Framework ( by Yanzer Lee )
This is a presentation I held today for a group of executives that are participating in the West Swede Chamber of Commerce's Exec-program. Study and enjoy!
Skapa at West Sweden Chamber of Commerce November 20, 2015Erik Ekholm
This is the presentation "Driving Sales with Content Marketing" that I used when I held a seminar for a group of executives of companies at the West Sweden Chamber of Commerce.
This was a seminar held in during one or our Skapa & Friends meetings at our office. It was about content marketing and specifically on how to use content to attract relevant visitors and drive sales. What to consider when doing content strategies, Google's importance, how to maximize visibility when publishing.
Skapa - West Sweden Chamber of Commerce Aug 31, 2018Erik Ekholm
This is a presentation I held for a group of executives in a Go Global group at the West Sweden Chamber of Commerce focusing on online marketing for international operations.
Skapa presentation Chamber of_commerce_Sept 27, 2013Erik Ekholm
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.
Skapa presentation West Sweden Chamber of Commerce 2018-11-27Erik Ekholm
Digital Marketing and Sales in B2B and industrial applications. Presentation held at meeting with CEOs at West Sweden Chamber of Commerce on Nov 27, 2018.
Skapa chamber of_commerce_2014-03-14_002Erik Ekholm
This was a presentation I held for a group of executives at West Sweden Chamber of Commerce. A couple of slides are in Swedish, but most of it is in English. The presentation has a focus on online content driving sales (content marketing). I also touch on the trend of the increasing number of visitors that are using smartphones and tablets when surfing the web. I also emphasize the need of a clear strategy, to achieve the desired results.
Carthage College Content Marketing at Skapa Jan 2018Erik Ekholm
We welcomed 19 students and three from the faculty of Carthage College in USA. This is the presentation I gave to the interested and inquisitive students.
This presentation is for a meeting with CEOs at the West Sweden Chamber of Commerce. They were interested in knowing how to use social media to support marketing an sales.
Winning in a Digital Economy requires 2 key steps.
Firstly establishing your online assets and secondly marketing them relentlessly. In this presentation we look at the challenges we have to be heard on a crowded web of over 500 million websites. The online assets you need to build to win and the fantastic four marketing strategies you need for your ideas to spread and be found by your customers and prospects.
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowClearEdge Marketing
Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014.
Topics covered:
- Connecting with new buyers with a target account program
- Ensuring your website is effective, regardless of the device
- Launching referral campaigns that drive connections
Similar to Skapa presentation for Carthage College (20)
Skapa at West Sweden Chamber of Commerce, Sep 24, 2018Erik Ekholm
This is a presentation I held for a group of CEOs at the West Sweden Chamber of Commerce. We discussed digital marketing and sales offering my views and experiences from content marketing, social media, advertising, etc.
Skapa: International Online Marketing for West Sweden Chamber of Commerce, Ma...Erik Ekholm
This is a presentation about international online marketing I held for a group of CEOs, marketing and sales managers at the West Sweden Chamber of Commerce
Reach your customers with blogs and social media - NSHKErik Ekholm
This is a short presentation I held at the "Norwegian Day" at the Norwegian-Swedish Chamber of Commerce on May 5, 2015. Sorry, but it's only in Swedish. The title is "Reach your customers with blogs and social media".
Skapa för Företagarna Stenungsund & Tjörn 2013-11-29Erik Ekholm
Jag var inbjuden till Stenungsbaden för att träffa medlemmarna i Företagarna Stenungsund & Tjörn och dela med mig av mina kunskaper och erfarenheter under rubriken "Nyttan med sociala medier".
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. Driving sales with social media
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•
•
•
•
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Short presentation of Skapa
Social media overview with a few examples
Strategies for sales results
Google’s role
Content marketing
Some trends
3. Presentation – Erik Ekholm
• CEO at Skapa
• Master of Science and Naval Architect at
Chalmers University of Technology
• Stena AB, Volvo Trucks, Rosemount Tank
Radar
• Founded Skapa in 1996
• Lecturer in online marketing at IHM
Business School, Stockholm School of
Economics and University of Borås.
4. 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.
Web, technology and development
We build advanced and easy-to-use apps,
extranets and websites that supply the data at
to the right person at the right moment!
10. Facebook:
• 1,2 billion active users
• 870 million active mobile
users
• 12,7 billion USD Q1, 2013 up
38%
• 720 daily active users
LinkedIn:
• 259 million acquired
users in 220 countries
Owns Slideshare
• 8,5 billion USD in 2012
Twitter:
• 500 million active
users
• 500 million tweets per day
• 2,8 billion USD in 2012
YouTube:
• More than 1 billion active
users
• 1,2 billion shows per day
• 100 h video uploaded/minute
• 6 billion hours shown / month
• 100% owned by Google
11. A few good examples of social media
campaigns…
12. Melbourne Metro safety campaign
21% fewer accidents and deaths in a year
Article on the campaign in Advertising Age Digital
25. Volvo Penta
• Blog on a trip down the
English Channel with a
work boat with the new
Volvo Penta IPS 900 on
board.
• Volvo Penta Facebook
• Volvo Penta Sverige FB
• Channel Trip Blog
26. ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
27. Ramirent Group blog
• Blog for the Ramirent Group
• Purpose: A channel for indepth articles that support
sales by presenting
customer cases.
• blog.ramirent.com/
28. Ramirent – Google result
Google-result on position
1-10 on:
• limited space
construction
• uninterrupted
construction operation
• project with high safety
rules
32. Objections to using social media
• What if someone writes something negative about our
products?
• “Can’t do because we have to follow corporate guidelines!”
• "If only you knew how the texts from our engineers look!“
• We don’t want give away too much information because we
want prospects to contact us for more information.
• It is just nonsense with blogs and social media
• What if our competitors may learn something!
33. More objections…
• We have no editorial resources and we can only create one
article per quarter – maximum!
• What do the sales people tell the customer if everything has
already been published?
• We will get a lot of bad will if we fail to maintain our
communication?
• No one else in our industry does it
• The dealers don’t like that we have direct contact with the end
customers.
34. “I think we should have a blog!”
“Cool! Should we or corporate
marketing do the articles?”
35. “LinkedIn is really good. And now you
can have company pages.”
“Great! How many updates do we
need to do on it?”
36.
37. Strategy – define your goals
What's the ultimate goal of using content to achieve business
results? Is it:
• Increase brand awareness?
• Improve client engagement? Build confidence/trust?
• Decrease customer support inquiries?
• Attract and retain key staff members
• Support sales with valuable leads
Anything that does not support your goal/goals, has no place in
your strategy!
38. 1. Gather information from opinion leaders, business specialists,
colleagues, partners and competitors
2. Publishing material to create activity, attract ”Likes/Followers”
and increase potential reach
3. Publishing of valuable and customer focused content
4. Engagement and dialogues build relations to the company and
between your fans/followers
Increased value
Increased value
The benefit of using social media increases
49. “We have a great sales force”
• Good understanding of our
customers needs
• Supreme knowledge of our
products/services/ solutions
• Excellent ability to
strengthen relations and
build confidence
Google image search “salesmen”
50. Attract leads with relevant content
Visitors
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services
Customers
51. Benefits of content marketing
013 Social Media Marketing Industry Report. SocialMediaExaminer.com
53. Content with the 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.
55. Mobile
• 57% of Europe’s mobile phones are smartphones
• 75% of mobile phones sold in Europe are smart phones
• 1.5 billion smart phones vs 5 billion mobile phones worldwide
(30%) – large potential for growth
• 45% of Groupon transactions on mobile in North America
• Mobile users reach to phone 150 times per day
• Mobile video shows tremendous growth of 162% (Dec-11 to
Dec-12) in Europe
57. Android and iOS from 5% to 88% in six years
57
Source: http://www.kpcb.com/insights/2013-internet-trends / 2005 data per Gartner, 2012 data per IDC.
58.
59. Chinese ahead in many fields
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•
•
•
•
•
•
•
China – the number of 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
61. 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!
63. Good sources of information
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•
•
•
•
•
•
•
•
Mashable – www.mashable.com The social media guide - Great blog on online marketing
Statistics: http://www.alexa.com/ & http://www.comscore.com/ &
http://www.socialbakers.com/
Adage Digital - http://adage.com/digital/ Newsletter and blogs
The eMarketer Daily - http://www.emarketer.com/Welcome.aspx Newsletter and blogs
Inbound Marketing - http://www.hubspot.com/marketing-resources/ Lots of free material
from Hubspot including free Inbound Marketing University.
MarketingProfs - http://www.marketingprofs.com/ Newsletter, webinars, seminars, videos,
etc.
Top Viral Videos by Unruly: http://viralvideochart.unrulymedia.com/all
Socialnomics - http://socialnomics.net/ Erik Qualman’s blog
Socialmediaexaminer: http://www.socialmediaexaminer.com/