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Skapa chamber of_commerce_2014-03-14_002
The document discusses the significance of content marketing in driving sales by targeting the right audience and providing relevant content. It highlights trends such as the rise of mobile usage and the 'Internet of Things' while presenting strategies for effective online communication and lead generation. The author emphasizes the need for clear goals and ongoing engagement to achieve business results through strategic content efforts.
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Skapa chamber of_commerce_2014-03-14_002
- 1. “Innehåll som driverförsäljning!” Västsvenska Handelskammaren Erik Ekholm 2014-03-14
- 2. Innehåll som driverförsäljning • Några trender • Strategier för innehåll • Innehållsmarknadsföring • Rätt besökare blir leads • Diskussion
- 3. Presentation – ErikEkholm • 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 – smartonline 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!
- 5. Skapa – Committedto our customers…
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- 7. Mobile data doubledfrom 2012 to 2013 http://www.akamai.com/stateoftheinternet/ Q2, 2012 Q2, 2013
- 8. Utilities and productivitymore than doubled
- 9. Mobile drives theincrease of web traffic -20,0% 0,0% 20,0% 40,0% 60,0% 80,0% 100,0% 120,0% 140,0% Customer 1 Customer 2 Customer 3 Customer 4 Customer 5 Increase from Feb -13 to Feb -14 of visitors from desktop, smartphones and tablets. Desktop Smartphone Tablet Source: Google Analytics from five of Skapa’s customers 10,2% Phones & tablets 16,5% Phones & tablets 12,9% Phones & tablets 12,8% Phones & tablets 37,6% Phones & tablets Visitor share 2014-03-05
- 10. Large global potentialfor selling more smartphones 57% smartphones in Europa Europa Smartphones Cell phones 23% smartphones globally World Smartphones Cell phones Global total about 6,5 billion cell phones75% of phones sold today are smartphones
- 13. Mobile use willincrease even more! • Mobile users reach for their phone 150 times per day – thats the equivalent of about every six minutes all the time when awake. In average! • Think web mobile first!
- 14. The Internet ofThings
- 15. “Internet of Things/Everything” •Google + Nest (3,2 billion USD) • GE + Intel (cooperation) • AT&T + Cisco (cooperation) • IoE worth 19.000 billion USD this coming ten years according to Cisco’s CEO • Rolls-Royce engines transmitted data for four hours after airplane was lost Baby watchers, lamps, TV, music equipment, locks, cars, health &fitness, more…
- 16. Wearable and connecteddevices: Galaxy Gear Fit Ring Google Glass Jawbone Pebble
- 17. Behavior-based communication Yahoos Aviate BroApp AppleiBeacon positioning system Philips Retail Lighting System
- 18. User generated contentand behavior Waze (Acquired by Google for USD 1 billion) WhatsApp (Acquired by Facebook for USD 19 billion) AirBnB (500,000 listings in 33,000 cities)
- 20. Chinese ahead inmany fields • China – iOS + Android users surpassed USA, Q1:13 • 55% of total media consumption time on mobile and Internet vs 38% in USA • Alibaba – Gross Merchandise Volume Surpassed Amazon.com AND eBay, Q4:12 • Sina Weibo 新浪微博 (like Twitter+Facebook) has 530 million users and 600 million USD in revenue • Chinese mobile and social media services are advancing fast and will soon be successful also in the western world
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- 23. EDITORIAL CALENDAR SEARCH OPTMIZATION POLICIES & GUIDELINES SOCIAL MEDIA BUSINESSES SEGMENTS E-COMMERCE RESOURCES CHANNELS PERSONALITY &TONE STRATEGIES METRICS RISKS BRAND TACTICS & PLANS PERSONAS KPIs COUNTRIES MARKETS GOALS VISION & TARGET WORK PROCESSES ORGANIZATION CONTENT GOVERNANCE NEEDS & CHALLENGES TARGET GROUPS
- 24. What's the ultimategoal of your online communication to achieve business results? Is it (for example) to: • 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! Strategy – define your goals
- 25. Peter Drucker. Popularizedin 2006 by Mark Fields, president of Ford Motor Company Ensure top management support and engage (inform & motivate) staff to make sure your strategies are successfully implemented True engagement and motivation is needed
- 26. “Our main goalis to get closer to the customers”
- 27. ”Creating valuable localdialogues”
- 28. Where are yourtarget groups?
- 30. Strategies to attractthe most relevant visitors
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- 34. Your audience isyour present and future customers – give them what they are searching for!
- 35. ABB: zone datarobots http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1
- 36. Inspire new businessand develop loyalty by delivering consistent, relevant and ongoing valuable content, meeting the customers’ everyday needs, challenges, and questions. Content marketing
- 37. Focus less onpush of content – focus more on attracting interest!
- 38. Content with thebest 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.
- 39. Ramirent Group blog •Blog for the Ramirent Group • Purpose: A channel for in-depth articles that support sales by presenting customer cases. • blog.ramirent.com • Google: limited space construction
- 40. Tripnet – localexpertise Google: lastbalansering
- 41. Lantmännen Bozita careabout your pet! http://blogg.bozita.se/allergitest-pa-hund-och-katt/ Google: allergitest på hund
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- 43. Attract leads withrelevant content Visitors Customers Inspiration / Customer needs Brand building / Company Offer / Products / Services
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- 46. Vad kan Skapagöra för er? • Strategisk rådgivning för smart online- kommunikation • Webbplatser och bloggar i ett ekosystem av sociala medier • Innehåll som skapar framgång • Systemutveckling av webbaserade lösningar och appar för effektivare verksamhet
- 47. Kontakta mig gärnaför ett möte: Erik Ekholm, Skapa.se Tel 031 3011151 [email protected] twitter.com/erikekholm facebook.com/erikekholm se.linkedin.com/in/erikekholm youtube.com/erikekholm pinterest.com/erikekholm flickr.com/photos/erikekholm