This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Session name: Maximizing Your Social Digital Assets Presentation: Likes, tweets, posts, comments…Managing your online communities to engage and retain customers Speaker: Harald Reedtz, Founder and CEO, House of Relations, Denmark

1. Likes, tweets, posts, comments... Managing
your online communities to engage and retain
customers.

2. Storytelling
becomes storyselling
Social media is about communication.
It’s about telling and selling the good story.
Through engagement.
Keyword: authentic

3. Selling without selling ?!
USPs becomes ESPs = emotional selling points
•
You need to be there. I mean BE there.
•
If you’re not there, how can you be authentic?

4. Channels
CHANNELS CREATE CONVERSATION AND
EMOTIONS

5. Tools
TOOLS CREATE CONTENT AND MEANING

6. Listen to your
customers
Source: Marketingfacts.nl

7. Facebook
Unisport webshop
30% of total
revenue
from Facebook (!)

9. Instagram

10. Twitter
Relations
Crowdsourcing
Branding &
positioning

11. Linkedin
Kvickly FMCG retail
chain
CSR policy & initiative
Exposure
Positioning

12. Google+
It’s mostly about
visibility (SEO)
Google hangouts
- recorded and on
air

13. Pinterest
missdesignsays
Danish Design
Blogger
100.000
visitors/month
2nd biggest traffic

14. The good approach
How often do I need to make an update?
What’s the purpose?
Relevance, Quality & Timing

15. It’s not just marketing !
It’s about communication and relations. Simply.
Be sure to engage with your audience.

16. Content Marketing
Framework
Source: Content Marketing Institute

17. Objectives & KPI’s
Relations & power of “voice”
Traffic to website
Brand reputation
Trust
Effective marketing
Sales

18. The funnel
Awareness
Engagement
Action
FB
Twitter
Twitter
Whitepaper
Blog
Retention
Website
FB
Blog
Slideshare
Slideshare
Webinar
Pinterest
$
Content

19. LEGO forces mngmt to
understand Social Media
4 value measuring
metrics
- increasing sales
- more efficient in
marketing
- building brand affinity
- protecting the brand
source: http://www.marketingmagazine.co.uk

20. Social media landscape
pinterest
pinterest
faceboo
faceboo
k
k
blog
blog
tools
tools
website
website
content
content
twitter
twitter
inssta ra
in tag ra
g
m
m
Linkedin
Linkedin

21. Social media landscape
pinterest
pinterest
faceboo
faceboo
k
k
blog
blog
Vine
Vine
Flipboa
Flipboa
rd
rd
tools
tools
website
website
twitter
twitter
Video
Video
Video
Video
content
content
inssta ra
in tag ra
g
m
m
Linkedin
Linkedin
Video
Video
infograph
infograph
ics
ics
web
web
TV
TV

22. Control vs. interaction

23. Everyone lives in the
capital city of... digital!
The digital economy has no
limitations...!
So take your position in digital and
social.

24. From bank to media
producer
Jyske Bank
Web TV channel
Own studio to
gain control

25. Synoptik sight test on FB

26. Synoptik sight test on FB

27. Synoptik sight test on FB
130.000 visitors
45% completed the test
Average visit duration 6 minutes (!)
Synoptik knew that 80% of the people getting
the sight test converts to customers.

28. Sales vs. engagement
Source: Baekdal.com

29. Recap
Be there. As in BE there.
Storyselling. Be authentic and unique.
Choose the relevant channels and tools
Relevance, Quality & Timing
Set objectives and metrics.
Give room for experimenting and creativity.
Measuring and track performance.

30. I love dialogue.
Harald Reedtz Tokeroed
Strategic Director
House of Relations |
DigiEyeZ
email
hrt@houseofrelations.dk
Twitter @tokeroed
Linkedin.com/haraldtoker
oed