Digital Expert PART 5 - Selling Without Selling

Digital Expert PART 5 - Selling Without Selling
Digital Marketing  Building brands with digital in the core
Tom Fleerackers tom.fleerackers@kdg.be www.flatworldbusiness.wordpress.com
Digital Marketing  based on books from Steven Van Belleghem www.stevenvanbelleghem.com  @stevenVBE
Extreme Customer Centricity Technology = Facilitator Selling without selling
Selling without selling Content Social Media
Content It’s not about your product It’s about your story Social Media
although “simply the best shit” might do Social Media Content
Social Media Josha Bell, world top violin player is ignored in the wrong setting Content
Content a good story adds value is an inspiration in the right context Social Media
Content it’s not about products it’s about sharing inspriring stories Social Media
Content and this works in every industry Social Media
Content and this works in every industry yes, every industry! Social Media
Content Social Media
Content Content does not equal campaign Reach Time Social Media
Content Content does not equal campaign Reach Time campaign campaign content content content Social Media
Content does not equal campaign Content Social Media
Social Media Content does not equal campaign Content It’s about sharing!
Content 3year Social Media
Content 30min Social Media
Content what’s your content stategy? Social Media
Content what’s your content stategy? Social Media
Content Marketneed uniqueness of the content avoid niche competition focus content quadrant
Content Campaigns subscriber CONTENT BRANDS CUSTOMER EXPERIENCE NATIVE ADVERTISING BRANDED  CONTENT content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand Social Media
Content Campaigns subscriber CONTENT BRANDS CUSTOMER EXPERIENCE NATIVE ADVERTISING BRANDED  CONTENT content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand Social Media
Content Campaigns subscriber CONTENT BRANDS CUSTOMER EXPERIENCE NATIVE ADVERTISING content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand Social Media
Content Campaigns subscriber CONTENT BRANDS NATIVE ADVERTISING content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) Commitments customer Raise Awareness Drive Demand BRANDED  CONTENT Social Media
Content Campaigns subscriber NATIVE ADVERTISING content quadrant Paid Owned Earned unbranded branded (content as product) (product as content) customer Raise Awareness BRANDED  CONTENT CUSTOMER EXPERIENCE Social Media
Content Awareness Conversion EmotionalRational Social Media
Content EmotionalRational Awareness Research Comparison Purchase Social Media
Content EmotionalRational Awareness Research Comparison Purchase Social Media
Content What you want to tell your audience What your audience wants to hear. Social Media
Social Media Content What you want to tell your audience What your audience wants to hear. what you should say
Social Media Content What you want to tell your audience what you should say What your audience wants to hear. content marketing strategy model Brand story What do I want to tell about my VP? What storyline/series can I make? Perspective Episodes Interaction Who tells the story? (customer,  employee, influencer) What do you tell in each episode?  How does this touch your VP/Customer? Where does your targeted group  find the story? How are they engaged? Your customer Why does my targeted group wants to follow this?  Out of which interest?
Selling without selling Content Social Media
Social Media Content
Social Media Internet Digitiz ation
Social Media Internet Digitiz ation social networking space
Internet Social Media Digitiz ation
Internet Social Media Digitiz ation = =
Internet Digitiz ation Social Media
Mobile only Internet Digitiz ation Social Media 44%
January 27th, 2015 Internet Social Media Digitiz ation
Facebook was down for 27minutes Internet Social Media Digitiz ation
Internet Social Media Digitiz ation Facebook Stories launch in 2017
Internet Digitiz ation Social Media #redcupcontest
Internet Digitiz ation Social Media vs.
Professional Nostalgia - Emotion - having fun Personal Achievement - Success - Aspiration We spent time! We invest time! 1 2 3 4 c c
Social Media Internet Digitiz ation social networking space
Social Media Internet Digitiz ation social networking space Interest/ topic based “real life”/ relationship based permanent temporary
Social Media Internet Digitiz ation social networking space Interest/ topic based “real life”/ relationship based permanent temporary private public
Social Media Internet Digitiz ation social networking space Interest/ topic based “real life”/ relationship based permanent temporary private public
social networking space Social Media Internet Digitiz ation one to manyone to one permanent temporary
Internet Digitiz ation Social Media B2C
Internet Digitiz ation Social Media B2CB2B
social customer care   2010 - 2017 600% Social Media Internet Digitiz ation 2010 2014 12% CV 58% 2017 CV 74%
social customer care   can be hard! Social Media Internet Digitiz ation
Social Media Internet Digitiz ation social customer care   can be hard!
Social Media Internet Digitiz ation ☺ thank you sorry
Social Media Internet Digitiz ation 6 rules of participation listen ask questions open personal engagementhonest ☺ thank you sorry
Internet Digitiz ation social customer care   can be hard! Social Media What’s your reaction?
social customer care   what your customer wants 58% 74% 92% to be treated   with dignity 76% their problems   to be fixed 74% an explenation 72% a thank you
social customer care   what your customer wants and in real-time 58% 74% 92% to be treated   with dignity 76% their problems   to be fixed 74% an explenation 72% a thank you
social media   can be hard!
social media   can be hard! Totale ridiculous photo. At least have  something realistic …   Give moms a break. I prefer running naked with my children
social media   can be hard! Totale ridiculous photo. At least have  something realistic …   Give moms a break. I prefer running naked with my children Amazing! Inspiring!…  I’m a mum and can be stunning. She looks awesome!!! Be inspired  ladies. Not easy but achievable…
social media   can be hard! #fail #fail to predict the audience’s receptivity to pay sufficient attention to detail
social media   can be hard! #fail #fail to predict the audience’s receptivity to pay sufficient attention to detail
social media   creates new opportunities!
social media   creates new opportunities! Here is what you need to do to subscribe   and follow the Uk'shona Kwelanga drama series according to Sanlam: 1. SMS your name and surname to (+27) 45603.  2. Save '(+27) 073 174 4396' as 'Sanlam Funeral' in your contacts.   Sanlam says you won’t receive any messages if this step is skipped.  3. You will be sent the daily episodes on WhatsApp   every day for 7 days. 
increase impact with  shared purpose
Selling without selling Extreme Customer Centricity Technology = Facilitator purpose
increase impact with  shared purpose
from traditional selling sales demos cold sales qualify leads Sales 1.0
from traditional selling to social selling sales demos cold sales qualify leads educate social network engage Sales 1.0 Social Sales
from traditional selling to social selling educate social network engage Social Sales develop a content strategy   which is based on value1
from traditional selling to social selling educate social network engage Social Sales instead of looking for clients  make sure clients find you2
from traditional selling to social selling educate social network engage Social Sales evolve from demographic segmentation  to segmentation based on similar needs3
from traditional selling to social selling educate social network engage Social Sales Endorse 1 to 1 communication  instead of 1 to many4
from traditional selling to social selling educate social network engage Social Sales Make your communication  omnichannel5
from traditional selling to social selling educate social network engage Social Sales Go for data-driven  automation6

Digital Expert PART 5 - Selling Without Selling

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Digital Expert PART 5 - Selling Without Selling