social commerce
DESCRIPTION
En presentation ämnad för de som driver eller överväger att starta e-handel och ännu ej tagit till sig det sociala nätet. Presentationen reder ut begreppen kring vad det sociala nätet är och innehåller mängder med inspirationscase samt ett antal tips och modeller för att komma igång.TRANSCRIPT
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Social CommerceBjörn Alberts
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www.bjornalberts.com
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www.halvarsson.se
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www.judithwolst.se
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www.slideshare.com/bjornalberts
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Den marknad vi agerar påDigitala kanaler
Social media
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Den marknad vi agerar påDigitala kanaler
Social mediaäroch...i en mobil device
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By Brian Solis & JESS3
”Social Media”
By Brian Solis & JESS3
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”Social Media”
By Brian Solis & JESS3
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WikiPedia≠
Facebook ≠
YouTube≠
Twitter≠
Blogg
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Stortavla≠
Radio ≠
Print≠
TV≠
DM
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Bild från Stockholm.se
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Bild från Stockholm.se
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Bild från Stockholm.se
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bjornalberts.com
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Bild från Stockholm.seBild från Steadyhealth.com
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Innehåll från sociala kanaler dyker upp här. Var finns er produkt?
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Portal>Sök>Social Media
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Vi söker inte längre efter nyheter. Nyheterna hittar oss...
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Tendenser finns till att vi inte längre kommer att söka efter produkter...
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De kommer att finna oss via sociala kanaler
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Social Commerce
Bild från Bawaal.com
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Att nyttja skiftet
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Social Commerce?
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”...is about customers having the means to interact with one another in order to make better buying decisions”Bill Zujewski, atg.com
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...att tjäna pengar på att lösa folks problem på deras villkor.
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Möta förändratbeteende
Tidigare outnyttjad potential
The Long Tail
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By Brian Solis & JESS3
By Brian Solis & JESS3
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”PC-Internet är en andrahandsfråga”Eric Schmidt, CEO Google
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Det andra gör
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Blogg
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Social site
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Video
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Näst mest inflytelserika
vinkritikern i USA
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Lyhörd
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Bild från Glamour.se
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Elin KlingSopies fashion
HusligheterNymodigheter
MargretC’est chicYtligheter
BlackmarketPamela Bellafesta
...
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1. Skapa konto på Netvibes.com
2. Skapa en flik för den sökterm som ska bevakas
3. Gå till respektive söktjänst*
4. Gör en sökning på vald sökterm
5. OBS! På varje söktjänst kan du göra olika sökningar på samma sökterm. T.ex en på mikrobloggar och en på bloggar osv. Gör alla!
6. Vid varje sökresultat finns en RSS-ikon. Klicka på den.
7. Välj att prenumerera ”på den här kanalen” med Netvibes
8. Du kommer till Netvibes. En widget med sökresultatet visas. Se till att du är inloggad. Klicka på ”Lägg till”.
9. Sidan laddas om och din widget hamnar på den flik du senast var aktiv på. Om det är fel flik, dra och släpp den till den flik du skapade i steg 2.
10. Färdigt!
11. Fortsätt nu med steg 2 - 10 för flera relevanta sökbegrepp. T.ex konkurrenternas varumärken, era egan produktnamn etc.
* För Google Alerts behövs en e-postadress. Förslagsvis skapar du en Gmail-adress enkom för detta ändamål. Anledningen är att Google Alerts primära syfte är att förse dig med dina sökresultat per mail. Det kan bli enorma mängder mail. Alternativ skapar du en mapp och en regel i din mailklient som automatiskt ser till att alla mail från Google Alert går direkt in i den specifika mappen.
OBS! Du kan precis som med övriga tjänster prenumera på RSS-feeden för respektive sökresultat.
Steg för steg
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bjornalberts.com
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bjornalberts.com
www.netvibes.com/bjornalberts#Tele2
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För proffsen
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Prosumers
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Källa: http://developers.facebook.com/connect.php
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Kampanj
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Annonsera för applikationen (inte erbjudandet)
Fokusera på rolig eller nyttig interaktivitet
Stimulera till återbesök
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Jul+
Bok+
Twitter=
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=+20 % registreringar
& +10% trafikökning
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Koncept
•Kampanj i december• Utgångsläge: 200 followers• Tävling: en julrelaterad fråga / timme• De tre första att svara rätt vinner• Vinst: rabatterat årskonto• Villkor: måste ha konto hos NameCheap• Köpte en julbok för att kreera frågor• Totalt drygt 600 frågor• Schemaläggning genom TweetLater
Resultat
• 200 -> 4000 followers på 1 månad• Ökad PageRank tack vare stort antal Tweets och blogginlägg• Mer än 10 % ökad trafik• Domänregistreringar upp 20 %
Kostnad
• Huvudsakligen en person heltid i en månad
2 månader senare
• Super Bowl-kampanj på Twitter• Ökade trafiken med 30 % • Tack vare större follower-bas
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Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
Mind-map för digitala kampanjer i fria kanaler
RememberThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
•Test and learn
KPITestWhat•Write about it
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Stadiga affärer på Twitter
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Varumärken & tid som affärsmodell
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Mobilt
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3D-print
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Apropå Lego
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En ny affärsmodell för en förändrad
marknad
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Digitalt blodomploppSEO and/or SEM (+other ads)
On chosen keyword cluster
Landing PageAdaptive to traffic source & language
Sign upUse Facebook Connect.
It will increase registration with 30-200%
Access to ”The Thing”The interactive concept that constitute the core of this
set-up. This is where you need to be creative!
Challenge / Invite friendsAre you up for it?
Challenge your friends by e-mail!Don’t get greedy when creating this. Skip all that crap with importing addresses from social networks and
webmail as the default option. Make it simple! Just let the user add a few of the e-mail addresses on the top
of their mind.
Incentives to convertLet the user perform in your interactive concept and
earn great incentives to convert in a transaction in line with your business goals.
Important that this is the only way to get that great incentive!
Embedded conversionMake it easy for the user to convert. Don’t be lazy driving them to your default interface. Let users convert exactly where they are at the moment.
Facebook News feedFeed the users Facebook News Feed with output from
their interaction. If you do it right you can aim for 3 new visits generated by each user interaction on you
site. That’s traffic!
TweetsTwitter is an ultimate tool for driving traffic. Enable for the user to Tweet! Create Tweets that are based on a
combination of output from user interaction with ”The Thing” and a challenge to the followers.
Virality
Viral Loop
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bjornalberts.com
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Ta hjälp från de som kan
1
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Lyssna
2
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Sökoptimerad site
3
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Socialt kompetent site
4
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Attraktivt innehåll
5
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Flera format
6
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Analysera
7
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Distribuera innehåll & bygg relationer
8
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Omfördela budget
9
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Kompetent reklam
10
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Hygienfaktorer för digital kreativitet
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Särskiljande Sökbart Distribuerat
Delbart Inlänkat Länkbart
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Mät & lär
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bjornalberts.comBild från imamuseum.org
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Ny mätning
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bjornalberts.comBild på Senator Harry Reid
Mumbo Jumbo
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Traditionell mätning
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AktiviteterSocial dataWebbdataTransaktionerLojalitetstalEtc
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Ny mätning+
Traditionell mätning =
Visar resultat genom social media
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bjornalberts.comBild från Simpletom.co.uk
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Det invanda sättet
Bild från Ronnestam.com
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Det moderna sättet
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