1 2009-09-16
Webbdagarna 2009 Digital marknadsföring Niclas Hermansson, Digital Marketing Strategist European Division, Corporation 2009-09-16
@WittyKim - Krya på dig, Kim Lehult! 3 2009-09-16
Snabbt inhopp. Vissa slides in English. 4 2009-09-16
Engagemang. Trovärdighet. Kärlek. 5 2009-09-16
Agenda Volvo Truck Corp (VTC) & digital marknadsföring Våra utmaningar i en digital värld Publiken växer på Internet Den förändrade mediekonsumtionen Det transparenta samhället Vem är trovärdig Hur vi arbetar med byråer Case the world s strongest truck Frågor? 6 2009-09-16
Passion för media & reklam Journalist, TV4, Stockholm PR konsult, Stockholm Account Director, Ogilvy, Stockholm (Nike, Coca-Cola, Nordea, Marabou, Sportresor, IBM, ATG) Account Director / Digital Marketing Strategist, Mcann Norden (Microsoft Xbox, SCA, SEB) Berätta historier. Så bra som möjligt. 7 2009-09-16
Varför Volvo? En tribe full av passion! 8 2009-09-16
Volvo Truck Corporation (Volvo Lastvagnar) Nästa största varumärket i världen för lastbilar över 16 ton Säljs och servas i mer än 140 länder Stöds av mer än 2300 ÅF och verkstäder globalt + 20 000 anställda Kvalitet, Säkerhet och Miljöomsorg är våra kärnvärden Mitt ansvar är digital marknadsföring i Europa (globalt) i syfte att skapa bättre affärer 9 2009-09-16
European Division (EUD) marketing mix Digital CRM Press test Direct marketing PR Advertising Demo Center Sponsorship Customer Magazines Product Communication Exhibition & Events 10 2009-09-16
Media is the message (example) Most bang for the bucks! 11 2009-09-16
EUD marketing mix Digital CRM Press test Direct marketing PR Advertising Demo Center Sponsorship Customer Magazines Product Communication Exhibition & Events 12 2009-09-16
Digital marketing gets more attention! The audience is growing Media consumption Transparent society Trust in peers 13 2009-09-16
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The media consumer is changing it s behavior 16 2009-09-16
Over 7 hours per day spent with media Time per day spent on: Reading newspapers/magazines 54 min. Watching TV/ recorded TV programs Listening to radio /recorded music /podcasts 1hr.35min. 1hr.35min. Using Internet for work or personal purposes (incl. email & chat) 17 2009-09-16 2hr.40min.
Cope with a changing media landscape Company / brand Consumer Consumer 18 2009-09-16
is discussed 24/7 19 2009-09-16
Trust. In what? 20 2009-09-16
Which source of information is trusted? Husband/wife/partner 90% Friends 82% Work colleagues 69% TV news 50% Retailers 27% Manufacturers 27% Government 14% Adverts 14% Source: Henley Centre, UK 21 2009-09-16
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Consumer devotion must be earned. It cannot be faked. 23 2009-09-16
Digital marketing palette for EUD Websites E-mail marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS 24 2009-09-16
Global www.volvotrucks.com - Common ground - Build brand - Spokesmen of the industry -Telling stories around our core values -Traffic to next level 25 2009-09-16
Market www.volvotrucks.se - Market level information - Explain hard & soft offers - Marketing campaigns - Build brand, collect leads -Media information -Traffic to next level 26 2009-09-16
Dealer www.finnveden.se - Window shopping/tactic - Location information -Tactical focus/sell -Create local contact 27 2009-09-16
Digital marketing palette for EUD Websites E-mail marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS 28 2009-09-16
Social media YouTube (global) 29 2009-09-16
Social media Facebook (global) 30 2009-09-16
Social media Twitter (global) 31 2009-09-16
Social media Twitter (UK) 32 2009-09-16
E-mail marketing 33 2009-09-16
Digital - PR Find Understand Engage 34 2009-09-16
Mobile marketing (global) 35 2009-09-16
Digital marketing palette for EUD Websites E-mail marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS 36 2009-09-16
How can digital marketing influence The buying process Need Information Evaluation BUY Contact Analysis Argument DEAL The selling process 37 2009-09-16
Vårt samarbete med byråer Behovsanalys vad behöver vi hjälp med? Kreativitet/Koncept Produktion Hela marknadsmixen eller bara en kanal? Buffé eller à la carte? (byråns erbjudande) Alltid en brief! Syfte Målgrupp Mål Tycka/Känna/Göra Driva trafik (digitalt eller i hela mixen) 38 2009-09-16
Barack Obama etablera ägarskap av ordet change 39 2009-09-16
Skapa en stark synergi för att nå ut med ett budskap Digital CRM Press test Direct marketing PR Advertising Demo Center Sponsorship Customer Magazines Product Communication Exhibition & Events 40 2009-09-16
Nå effekt i våra digitala kanaler Websites E-mail marketing Podcasts Viral marketing Search Engine Marketing Digital-PR Social media RSS 41 2009-09-16
FH16 700hp digital campaign 42 2009-09-16
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Challenge In synergy with other marketing, enable the position strongest truck Very limited marketing budget Awareness Create talk of the town 44 2009-09-16
Limited budget Let the audience spread the message! Company / brand Consumer Consumer 45 2009-09-16
Solution Online game www.strongesttruck.com Drive truck and clear level Win our leather jacket 10 winners 20 languages 46 2009-09-16
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5 different purposes when communicating a brand Create awareness Create interest Create/change values/attitudes Create action to buy Create loyalty Many brands can be in different situations in different markets and within different target groups. 48 2009-09-16
Results 6M unique visitors Average visitor played 4 rounds More than 60 years interaction with the brand More than 1M registered (high-score) players in our database for future usage 49 2009-09-16
Facebook application on VTC fan sites 50 2009-09-16
Social Media Impact People make their own films about the competition/website http://www.youtube.com/watch?v=yookiqpxkxu 51 2009-09-16
PR coverage http://preview.thenewsmarket.com/previews/tnml/videoassets/asf/tnml_10650_147289_v2.wmv?gui D=f83cdb91-9acc-4e17-bf07-114a7d4a23ec 52 2009-09-16
Exempel traade 53 2009-09-16
Exempel daily 54 2009-09-16
Exempel car press 55 2009-09-16
Exempel annan press 56 2009-09-16
Global brand builder Visits China United States Poland Romania Hungary United Kingdom Germany France Mexico Argentina Colombia Brazil Spain Slovakia Finland Sw eden Venezuela Canada Turkey Czech Republic Chile Portugal Italy Thailand Australia 57 2009-09-16
Ownership of strongest truck 58 2009-09-16
28 minutes after launch 59 2009-09-16
Lucky winners Sergi Pons Balsas, Barcelona, Spain 60 2009-09-16
Tack. Frågor? niclas.hermansson@volvo.com 2009-09-16