#DFB2B 2015 - Björn Smets, Selling ships online
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Transcript of #DFB2B 2015 - Björn Smets, Selling ships online
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Contentstrategie en inboundintro
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INTRO
2011 start bij Damen Shipyards: er was 0 content
2011 plan: Stap 1 vindbaar worden Stap 2 creatie nieuwe relevante content Stap 3 content deelbaar maken
2012 launch deel 1
2014 launch deel 2 products.damen.com + social
2015 launch deel 3 corporate
DOEL: leads naar sales + branding + sharing > 100 gekwalificeerde leads per maandVerkocht aan nieuwe klanten via online: > 8 schepen > dredge pompen > ankers
You can’t manage what you can’t measure
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PROGRAMMA
SUCCESS ROIContentSocial MediaAmbassadeursAnalyticsLeadsSales
Vragen?
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ROI WAARDE
We Investeren: content We krijgen: content conversatie kennis vriendschap ambassadeurs ambassadeurs maken/ delen content : zij investeren in ons
ambassadeurs / fans INVESTEREN EN GEVEN: leads
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Concurrent: weer een zinkende Damen boot
Klant: Wat gaat er mis met mijn boot?? HELP
Medewerker: plezier op de rivier
Journalist: Ongeluk ??…INFO!!
CONTENT
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CONTENT
Deel je A of B? Waarom?
Hoe kunnen we samen goede content maken?
Samen: OrganisatieFans Collega’sKlanten etc.
A
B
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TARGET SOCIAL MEDIA
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SOCIAL MEDIA AMBASSADEURS
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Resultaat
https://www.youtube.com/watch?v=HNaCf_Fnp6E
You can’t manage what you can’t measurePeter Drucker
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RESEARCH - ANALYTICS
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RESEARCH - RESULTAAT
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SOCIAL LEADS
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LEADS
Name: Mr. Sigurd KilaneE-‐mail: [email protected] Phone: 0047 90926428 Country: NorwayCompany: Erfjord Stamfisk asSubject: New buildReceive newsletter: noNewsletter main interest: Pontoons & Barges Newsletter other interests: module pontoons Request: Call me backProduct: URL: http://products.damen.com/en/clusters/modular-‐vessels Question/comment:Hi. We are interested in a small barge for fishfarming. Your container modules looks smart. It needs to be about 15*8 meters. Floating capasity: about 25 000 kg. on deck.
Name: Mr. AZLI YAHYAE-‐mail: [email protected] Phone: +60183226216 Country: MalaysiaCompany: GOM RESOURCES SDN BHD Subject: Pipe Lay Barge 10129Receive newsletter: yesNewsletter main interest: Newsletter other interests: Request: Call me backProduct: Pipe Lay Barge 10129URL: http://products.damen.com/en/ranges/pipe-‐lay-‐barge/pipe-‐lay-‐barge-‐10129 Question/comment:We like to enquire regarding the availability of shallow water pipelay barge with minimum draft 3.0 m
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SALES: VERKOCHT!
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SHARE - SELL
DAMEN
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SHARE - SELL
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SHARE - SELL
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SHARE - SELL
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SHARE - SELL
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INTERACT - INVOLVE
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CONCLUSIE
B2B LEADS+ 20.000.000 Euro verkocht aan nieuwe klanten via web / sales traject > 3 maanden
LEARNINGS
➢ Maak een plan en stel doelen ➢ Ga eerst voor klein succes ➢ Succes zorgt voor verandering ➢ = Draagvlak bij alle afdelingen ➢ Vergeet niet je produkt te verkopen (verhalen zijn leuk maar hebben ze effect?)
VRAGEN?