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
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!)
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
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
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.
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