The trends in the UK around social media and mobility are outlined in this presentation. How are companies using it and how does this match what consumers expect and want?
2. The Purpose of Marketing
“The sole purpose of marketing is to sell
more stuff to more people, more often for
more money, more efficiently. There is no
other reason to do it."
Sergio Zyman
Former CMO, Coca Cola
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3. Online Spectrum
Digital Properties
Advertising
• Websites
Owned Paid • Banners
• Customer Care
Media Media • Display Ads
• Portals
• Endorsements
• Mobile solutions
Partnerships
Social Earned
• Influencers
Media Media • Branded
Entertainment
• Affiliates
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5. What social channels are you using?
60
52.46 % of organisations
50 47.54
40.98 42.62
40
30
20 14.75
10 6.56
0
Forums LinkedIn Facebook Twitter Location Blogs
Groups Pages Account based
Source: EPiServer, The rise of the community manager, June 2011
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6. What benefits do you hope to get from
social media?
50 % of organisations
42.62 44.26
40 36.07
30 26.23
20
10
0
Retain customers & As an avenue to A means to engage As a customer
Increase loyalty persue customer current and service channel
research potential customers
Source: EPiServer, The rise of the community manager, June 2011
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7. What benefits do you get from social
media?
50
42.62 % of organisations
40 34.34
30 27.87
21.31 19.67
20 16.39
11.38
10 4.92
0
Increased Increased Increased More internal Increased Lowered Found None of the
customer customer sales turnover interest traffic to your customer opportunities above
loyalty engagement website complaints to improve
services
Source: EPiServer, The rise of the community manager, June 2011
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8. Surprise! People want to buy from people
» Engage in a personal dialogue with each of your
(potential) customers – when, where and how they
want to
» On-going-dialogue = long relationship = $$$
» Measure to make sure you are doing it right
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14. Are you choosing to acess mobile sites?
What features are important on a mobile
site?
How mobile apps are becoming accepted
forms of mobile engagement
15. Rapid increase in access from a mobile device
70
59 % of respondents
60
51
50
39 41
40
30
30 25
21 21
20 18
10
0
I've been I expect to I currently I currently I've used I regularly I mainly I increasingly I have a
spending spend more own a own a tablet mobile apps check my browse the browse the mobile
more time time smartphone device more in the personal e- web on a web on a phone for
browsing browsing last year mail mobile mobile datatraffic
16. 33 % has made a ”mobile purchase”
Content in the mobile channel
49 % find mobile sites slow
32 % find them hard to navigate
19% find it hard to access the content they
need
25% will go to competitors mobile site if they
don’t like yours
17. Only 20% of marketers said their company
had a mobile-optimised website in place
18% had a mobile app
ONLY 10% plan to launch a new mobile app
in the next 12 months
76 % have a mobile strategy in place
26 % plan to launch a new mobile optimised
site in the next 12 months
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20. What about me?
Hybrid apps: Web App goes native
Another mobile unit? Another unit?
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21. Thank you!
Maria Wasing
VP of European Marketing & Sales Operations
maria.wasing@episerver.com
Twitter: mariawasing
LinkedIn: http://se.linkedin.com/in/mariawas
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Hinweis der Redaktion
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Maria
In a connected, social world marketing is everything and everything is marketing
Surveyed 250 marketing decision makers in the UK Intersting to see the differences – in that only 15 % were running a blog, but 7 % were experimenting with location based services1 in 10 are starting a community on their own website
So what does this lead to – 69 % of UK businesses plan to appoint a community manager during next year. More than a quarter of companies (28%) said they already have a social media or community manager in place and a further 41% expect to appoint one in the next 12 months. But the majority of those without these specialists in place are still turning to in-house marketing employees to manage social channels: 51% say current social media or community management is carried out by a marketing executive 21% by a PR executive 21% by the IT manager! And only 2% are run by external agencies And we know that this drives companies to invest further in their site.
And what does increase revenue?Surprise! People actually tend to want to buy from people. But since people are costly to scale, we should aim at the next-best thing: constantly engaging with current and potential customers in a personal(ized) interaction – when they want it, and in the channels they want it.This might seem overwhelming.....
Edit your content in one place – for multiple channels management
Manage and edit your facebook page directly from the CMS
Imagine one week without your mobile and being online. A very different experience
You need to be fast here – the market is evolving and consumers are becoming definietly more savvy than before. The stats speaks for themselvesHowever, there is still hope for brands. Almost half of consumers (46%) would still try and visit a company’s website from their desktop if they couldn’t use it effectively on a mobile device. And 22% of respondents even indicated that they prefer using mobile apps to mobile web browsers, perhaps an indication of where the market may be heading in the future.People browse mobile to find direction, learn about brands, do research and social networking.And of course to check news.A funny fact is that 44 % of the respondents actually say that they use it when they need information or when they are bored!
It’s also interesting to note that at least 18% of marketers reported that 21-30% of their marketing budget is now allocated to mobile.
Don’t get stuck with maintaining not being able to easily manage your mobile content from the same place. Content in the right context is what EPiServer is focusing on and enabling the content owner
Preview what is is going to look like
The iPad changes the game. And the behaviour of the user is different, so adapt your content to that channel as well.