The document discusses strategies for T-Mobile's e-commerce organization. It covers their goals of increasing online revenue through acquisition, renewals, cross-selling and supporting multi-channel efforts. It then discusses their history and approach to search engine advertising, search engine optimization, real-time targeting and bidding, community building and chat support. Challenges and ambitions for the future are noted as doubling revenue, expanding customer service roles, and further personalizing multi-channel marketing.

1. Resultaatgerichte e-Organisatie
Praktische cases – september 27th
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2. paulvanbreugel.nl
twitter.com/paulvanbreugel
linkedin.com/paulvanbreugel
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3. Waarom ben je hier?
 Vooral voor
 Vragen die je altijd al hebt willen stellen
 Praktische cases en tips uit de keuken
 Interactie!
 En niet ;-)
 Laatste trends in Online Marketing
 Theoretische onderbouwingen
 Zenden alleen van mij
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4. Achtergrond
T-MOBILE E-BUSINESS
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5. Doelstellingen/scope
 Online omzet:
 Acquisitie
 Vernieuwen contracten
 Cross en Upsell
 Ondersteunen multi-channel
 eService en webcare:
 Voorkomen waste calls, verlaging kosten customer
service
 Selfservice
 Social Media service
 Imago & Brand:
 Social media monitoring en interactie
 Klanttevredenheid
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6. Internet team - historie
 Opgericht in okt 2009, bundelen internet activiteiten
 Sinds maart 2012 samen met Telesales:
 Zelfde klantenprocessen
 Zelfde platform
 Zelfde proposities
 Hangt nu nog in Sales organisatie:
 eCommerce
 eService
 eDevelopment/Formule
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7. Vogelvlucht
ONLINE MARKETING
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8. Performance based SEA
Uitdaging
 Contract was performance based op CPO en orders
 Resultaten liepen niet snel genoeg op
 Bureau had weinig incentive
Aanpak
 Terug naar kwartaal planning, zonder incentives!
 Goede kwalitatieve afstemming
Resultaat
 Beide partijen hebben voordeel!
 Resultaten groeien!
 PARTNERSHIP!
 30% SEA involved
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9. Next steps SEA
Remarketing for Search (beta)
inApp advertising
Product listing add
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10. SEO plus 50%
 SEO borgen in alle content processen, en …
 Vraaggestuurde Longtail Content Marketing
Een paar grote vissen, veel concurrentie onder de vissers
Heel veel kleine vissen, slechts
één vissersboot
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11. REAL-TIME
TARGETING
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12. REALTIME TARGETING
Home
Sales funnel
Plein/Product
Basket
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13. REALTIME TARGETING
95% bereik NL
Real Time
Converteert 35%
beter dan spreading
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14. REAL-TIME
BIDDING
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15. REALTIME BIDDING Realtime Bid
(CPM)
Home € 0.75
Sales funnel
Product € 1.00
Basket € 2.50
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16. REALTIME BIDDING
eCPA -60%
eCPA
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17. REAL-TIME
CREATIVE
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18. REALTIME CREATIVE
CTR + 250%
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19. REALTIME CREATIVE
Heatmapping
CTR + 8%
A/B test
CTR + 8%
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20. REALTIME CREATIVE
C2C +250%
Click to Conversion
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21. Performance driven CHAT:
90% additionele omzet: sturen op kosten
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22. De T-Mobile Community creëert een omgeving waar T-Mobile kan reageren op
vragen, opmerkingen en alle aandacht
Forum Twitter
109.577 forumleden 22.282 followers
Introductie 5 januari Introductie februari
2009
2010
Per dag circa 180 - 200
nieuwe registraties
Commu
nity
T-Mobile Plein
32.164 likes
Introductie 4 november 2010
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23. eCommerce is ook TIMING
 Lancering iPhone5… in fasen
 Belangrijke klanten eerst!
 Voorinschrijving
 Als eerste in voorverkoop 5:23 a.m.
 Gegarandeerde uitlevering
 Maar ook:
 SEO
 Content
 processen
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24. En betalen en logistiek
Complimenten voor alles....!!!!!....de
communicatie.......de
bezorging......bezorgtijden....foto van
 Credit check grootste struikelblok: alternatief? de koerier........alles was prima......!!
 Bezorgen onze sterkste USP
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25. Naar Resultaat
SAMENWERKEN
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26. Iets anders
Ik heb traffic
nodig!
Ik will offline
alignment!
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27. Samen werken naar output
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28. Challenges en ambities voor de toekomst
 Verdubbelen omzet!
 Verdubbelen rol in (Customer) Service
 Op contributie sturen in online Marketing
 Marketing Mix Modelling: on- en offline
 Verdere personalisatie: multi-channel “Next Best
Offer”. On- en offsite!
 Nieuwe segmenten/merken
 Big Data
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29. Vragen & Tips?
Dank!
paulvanbreugel.nl
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linkedin.com/paulvanbreugel
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