This document summarizes a seminar about using online content to drive sales. The seminar discusses strategies for content creation, Google's importance, content marketing, content trends, and examples. It focuses on creating relevant content for target audiences across blogs, social media and websites in order to attract the right visitors who can become leads and support business goals like sales. Emerging content trends discussed include the growth of mobile use and social media in China.

1. “Innehåll som driver försäljning!”
Västsvenska Handelskammaren
2013-09-27

2. Innehåll som driver försäljning
Seminarium om innehåll i bloggar och sociala medier
som lockar rätt besökare:
• Strategier för innehåll
• Googles betydelse
• Innehållsmarknadsföring
• Några exempel
• Rätt besökare blir leads
• Några trender
• Diskussion

3. 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.
We‘re happy to do it for you!
Web, technology and development:
Irrespective if you use a smartphone, a tablet
or a computer, it’s the access to the right data
that determines your success. We build
advanced and easy-to-use apps, extranets and
websites that supply the data at the right
moment!

4. A few of Skapa’s customers…

5. ”Facebook? – Aber nein,
we are not that kind of a
company!”

7. “I think we should have a blog!”
“Cool! Should we or corporate
communication handle it?”

8. “LinkedIn is really good. And now
you can have a company page”
“Great! How many updates do we
need to do on it?”

10. Strategies

11. What's the ultimate goal of using online marketing to achieve
business results? Is it to:
• Increase brand awareness?
• Improve client engagement/relations?
• Support sales with valuable leads?
• Attract and retain key staff members?
• Decrease customer support inquiries?
Anything that does not support your goal/goals, has no place in
your strategy!
Strategy – define your goals

12. ”Creating valuable local dialogues”

13. “Our main goal is to get closer to the customers”

14. Var finns era målgrupper?

16. Strategy to attract relevant visitors

17. Website
YouTube
Mobile
Flickr
Twitter
E-mail
LinkedInFacebook
Google
Blog
Pinterest

18. YouTube
Mobile
Flickr
Twitter
E-mail
LinkedInFacebook
Google
Website
Blog
Pinterest

19. Content Marketing

20. Source: http://www.cmocouncil.org/download-center.php?id=262

21. Content with 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.

22. ABB: zone data robots
http://www.abb.com/cawp/gad00540/592a8dba95ea8b0ac12579dc006fec12.aspx?single=1

23. Ramirent
Google place 1-10 on:
• climate monitoring
technology
• limited space
construction

24. Tripnet – local expertise
Google: lastbalansering

25. Rätt besökare blir leads

26. Attract leads with relevant content
Visitors
Customers
Inspiration / Customer needs
Brand building / Company
Offer / Products / Services

27. TWITTER
FACEBOOK
BLOG
ARTICLE
YOUTUBE
WEBSITE

29. Trender

30. • 57% of Europe’s mobile phones are smartphones
• 75% of mobile phones sold in Europe are smart phones
• 45% of Groupon transactions on mobile in North America
• 1.5 billion smart phones vs 5 billion mobile phones worldwide
– large potential for growth
• Mobile users reach to phone 150 times per day
• Mobile video shows tremendous growth of 162% (Dec-11 to
Dec-12) in Europe
Mobile

31. Source: http://www.kpcb.com/insights/2013-internet-trends / StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by
streaming

33. Chinese ahead in many fields
• China – 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

34. Innovative solutions for Chinese taxi apps

35. 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!

36. Crowdsourcing and user generated content
Waze
(acq. by Google
USD 1 billion,
Jun11)
Netflix AirBnB

37. Vad kan Skapa göra 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
för effektivare verksamhet

38. Kontakta mig gärna för ett möte:
Erik Ekholm,
Skapa.se
Tel 031 3011151
erik.ekholm@skapa.se
twitter.com/erikekholm
facebook.com/erikekholm
se.linkedin.com/in/erikekholm
youtube.com/erikekholm
pinterest.com/erikekholm
flickr.com/photos/erikekholm