Likes, tweets, posts, comments... Managing your online communities to engage and retain customers.
Storytelling Storytelling becomes storysellingbecomes storyselling
Social media is about communication. Social media is about communication.
ItIt’’s about telling and selling the good story. s about telling and selling the good story.
Through engagement.Through engagement.
Keyword: authenticKeyword: authentic
Selling without selling ?!Selling without selling ?!
USPs becomes ESPs = emotional selling pointsUSPs becomes ESPs = emotional selling points
• You need to be there. I mean BE there. You need to be there. I mean BE there.
• If youIf you’’re not there, how can you be authentic?re not there, how can you be authentic?
ChannelsChannels
CHANNELS CREATE CONVERSATION AND CHANNELS CREATE CONVERSATION AND EMOTIONSEMOTIONS
ToolsTools
TOOLS CREATE CONTENT AND MEANINGTOOLS CREATE CONTENT AND MEANING
Listen to your Listen to your customers customers
Source: Marketingfacts.nlSource: Marketingfacts.nl
FacebookFacebookUnisport webshop
30% of total revenue
from Facebook (!)
InstagramInstagram
TwitterTwitterRelations
Crowdsourcing
Branding & positioning
LinkedinLinkedinKvickly FMCG retail chain
CSR policy & initiative
Exposure
Positioning
Google+Google+It’s mostly about visibility (SEO)
Google hangouts
- recorded and on air
PinterestPinterestmissdesignsays
Danish Design Blogger
100.000 visitors/month
2nd biggest traffic driver
The good approachThe good approach
How often do I need to make an update?How often do I need to make an update?
WhatWhat’’s the purpose? s the purpose?
Relevance, Quality & TimingRelevance, Quality & Timing
ItIt’’s not just marketing !s not just marketing !
ItIt’’s about communication and relations. Simply. s about communication and relations. Simply.
Be sure to engage with your audience. Be sure to engage with your audience.
Content Marketing Content Marketing FrameworkFramework
Source: Content Marketing InstituteSource: Content Marketing Institute
Objectives & KPIObjectives & KPI’’ss
Relations & power of Relations & power of ““voicevoice””
Traffic to websiteTraffic to website
Brand reputationBrand reputation
Trust Trust
Effective marketingEffective marketing
SalesSales
The funnelThe funnel
AwarenessAwarenessEngagementEngagement
ActionActionRetentionRetentionFBFB
WebsiteWebsite
WhitepaperWhitepaper
BlogBlog
TwitterTwitter
$$BlogBlog
FBFB
SlideshareSlideshareSlideshareSlideshare
TwitterTwitter
WebinarWebinar
PinterestPinterest
ContentContent
LEGO forces mngmt to LEGO forces mngmt to understand Social Mediaunderstand Social Media
4 value measuring 4 value measuring metricsmetrics
- increasing sales- increasing sales- more efficient in - more efficient in marketingmarketing- building brand affinity - building brand affinity - protecting the brand- protecting the brand
source: http://www.marketingmagazine.co.uk
Social media landscapeSocial media landscape
websitewebsitewebsitewebsitetoolstoolstoolstools
pinterespinterestt
pinterespinterestt
LinkedinLinkedinLinkedinLinkedin
twittertwittertwittertwitter
faceboofacebookk
faceboofacebookk
contentcontentcontentcontent
blogblogblogblog
instagrainstagramm
instagrainstagramm
Social media landscapeSocial media landscape
websitewebsitewebsitewebsitetoolstoolstoolstools
pinterespinterestt
pinterespinterestt
LinkedinLinkedinLinkedinLinkedin
twittertwittertwittertwitter
faceboofacebookk
faceboofacebookk
contentcontentcontentcontent
blogblogblogblog
instagrainstagramm
instagrainstagramm
VideoVideoVideoVideo
infograpinfographicshics
infograpinfographicshics web web
TVTVweb web TVTV
VineVineVineVine
FlipboFlipboardard
FlipboFlipboardard
VideoVideoVideoVideo
VideoVideoVideoVideo
Control vs. interactionControl vs. interaction
Everyone lives in the Everyone lives in the capital city of... digital!capital city of... digital!
The digital economy has no The digital economy has no limitations...!limitations...!
So take your position in digital and So take your position in digital and social. social.
From bank to media From bank to media producerproducer
Jyske BankJyske Bank
Web TV channelWeb TV channel
Own studio to Own studio to gain control gain control
Synoptik sight test on Synoptik sight test on FBFB
Synoptik sight test on Synoptik sight test on FBFB
130.000 visitors 130.000 visitors
45% completed the test45% completed the test
Average visit duration 6 minutes (!)Average visit duration 6 minutes (!)
Synoptik knew that 80% of the people getting Synoptik knew that 80% of the people getting the sight test converts to customers. the sight test converts to customers.
Synoptik sight test on Synoptik sight test on FBFB
Sales vs. engagementSales vs. engagement
Source: Baekdal.comSource: Baekdal.com
RecapRecap
Be there. As in BE there. Be there. As in BE there.
Storyselling. Be authentic and unique. Storyselling. Be authentic and unique.
Choose the relevant channels and toolsChoose the relevant channels and tools
Relevance, Quality & Timing Relevance, Quality & Timing
Set objectives and metrics. Set objectives and metrics.
Give room for experimenting and creativity.Give room for experimenting and creativity.
Measuring and track performance.Measuring and track performance.
I love dialogue.I love dialogue.Harald Reedtz TokeroedHarald Reedtz TokeroedStrategic DirectorStrategic DirectorHouse of Relations | House of Relations | DigiEyeZDigiEyeZ
email email [email protected]@houseofrelations.dk
Twitter @tokeroedTwitter @tokeroed
Linkedin.com/Linkedin.com/haraldtokeroedharaldtokeroed