Innovative Marketing Guest Lecture 27.11.2012

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Slide show from Jyväskylä School of Business and Economics Innovative Marketing course where I was guest lecturer. Focused on digital, content, social media and holistic marketing. First part why use certain strategies and channels, second part how strategy is implemented in practice.

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Innovative Marketing Guest Lecture 27.11.2012

  1. 1. INNOVATIVE MARKETING YRIS641 Guest Lecturer Karl Filtness 1 Karl Filtness YRIS641 27.11.2012 1
  2. 2. KARL FILTNESS CEO, LivingStone Kodit Oy M. Sc (Econ.), M. Sc (Chem.) Father, Husband Rugby Player M ARKETER @karlfiltness 2 Karl Filtness YRIS641 27.11.2012 2
  3. 3. AGENDA A. THEORY B. PRACTICEContent Marketing LivingStone Kodit Social Media Blog Strategy Facebook Facebook Strategy Pinterest Pinterest 3 Karl Filtness YRIS641 27.11.2012 3
  4. 4. MOVEMBER 4 Karl Filtness YRIS641 27.11.2012 4
  5. 5. TWITTER INSPIRE PINTEREST BLOGCONTENTA. SUCCESS FACEBOOK MONEY THEORY 5 Karl Filtness YRIS641 27.11.2012 5
  6. 6. CONTENT MARKETING Content marketing is a marketing technique of creating and distributingrelevant and valuable content to attract,acquire, and engage a clearly defined and understood target audience – with theobjective of driving profitable customer action. 6 Karl Filtness YRIS641 27.11.2012 6
  7. 7. WHY? EFFECTIVE IMMUNITY ENGAGEMENT STORYTELLINGAIDING CONSUMERSBRAND AWARENESS SHARE OF MIND TRAFFIC SEO 7 Karl Filtness YRIS641 27.11.2012 7
  8. 8. CONTENT VS TRADITIONAL CONTENT TRADITIONAL Talk Shout Customer Company Easy to Measure Hard to Quantify Cheap Expensive Less risks High risk Dynamic Static Long Tail Campaign Multiple Segments General/Specific Segment 8 Karl Filtness YRIS641 27.11.2012 8
  9. 9. CONTENT VS SOCIAL MEDIA CONTENT SOCIAL MEDIA Own Web Site Platform Long Form Short Form Content Brand Awareness Demand Generation Customer Satisfaction RLAPP ING OVE 9 Karl Filtness YRIS641 27.11.2012 9
  10. 10. SOCIAL MEDIA 2013Social media is the number 1 activity on the web! 10 Karl Filtness YRIS641 27.11.2012 10
  11. 11. PARADIGM SHIFTSocial gamers 6 billion in virtual goods vs Moviegoers 2,5 billion in real goods90 % trust peer reviews vs 14 % trust ads Search vs Find dia is your f soci al me ears RO Io in 5 y s wi l l exist bu sines 11 Karl Filtness YRIS641 27.11.2012 11
  12. 12. 12 Karl Filtness YRIS641 27.11.2012 12
  13. 13. FACEBOOK IN FINLAND Omnicom MediaGroup study 2012 2,1 million users 1,8 million weekly 1,5 million daily 194 Friends 48 % Male 52 % Female 13 Karl Filtness YRIS641 27.11.2012 13
  14. 14. FACEBOOK IN FINLAND ason t o use is impor tant re friends Most h with st a y i n touc to 15-25 year olds: Over 50 % use 1-5 hours a day Over 60 % check it several times a day 14 Karl Filtness YRIS641 27.11.2012 14
  15. 15. BRANDS AND FACEBOOK According to Omnicom MediaGroup 15 Karl Filtness YRIS641 27.11.2012 15
  16. 16. LOVE LETTERS WORK!74 % of users like a brand 46 % say the brands image improved 22 % could 36 % received socialize and 82 % opened a love letter 16 Karl Filtness YRIS641 27.11.2012 16
  17. 17. 17 Karl Filtness YRIS641 27.11.2012 17
  18. 18. What is PinterestWhy it is differentPinterest and Marketing1. Sales2. Visual Brands3. Anti Visual Brands4. Branding 18 Karl Filtness YRIS641 27.11.2012 18
  19. 19. Virtual cork board & INTE REST PIN Pictures, Videos, Articles LinksDiscover New Sites and Blogs 19 Karl Filtness YRIS641 27.11.2012 19
  20. 20. 20 Karl Filtness N2 Social Media Hub 29.3.2012 Karl Filtness YRIS641 27.11.2012 20
  21. 21. A NEW WAY OF THINKING Follow Interests, not People Th e Person h e Bo ard, Th e PIN, T 21 Karl Filtness YRIS641 27.11.2012 21
  22. 22. 22 Karl Filtness YRIS641 27.11.2012 22
  23. 23. 23 Karl Filtness YRIS641 27.11.2012 23
  24. 24. 24 Karl Filtness YRIS641 27.11.2012 24
  25. 25. Pinterest and Marketing 25 Karl Filtness YRIS641 27.11.2012 25
  26. 26. WHY? EASYTOPIC FOCUSEDNEW AUDIENCE SPENT TIME SEGMENTING TRAFFIC INSPIRING 26 Karl Filtness YRIS641 27.11.2012 26
  27. 27. 1. SALES 27 Karl Filtness YRIS641 27.11.2012 27
  28. 28. 28 Karl Filtness YRIS641 27.11.2012 28
  29. 29. MORE MONEY MORE OFTEN MORE PRODUCTS FOLLOW BRANDS17 % SOME REVENUE 29 Karl Filtness YRIS641 27.11.2012 29
  30. 30. 2. VISUAL BRANDS 30 Karl Filtness YRIS641 27.11.2012 30
  31. 31. 1931 Karl Filtness N2 Social Media Hub 29.3.2012 Karl Filtness YRIS641 27.11.2012 31
  32. 32. 3. ANTI VISUAL BRANDS 32 Karl Filtness YRIS641 27.11.2012 32
  33. 33. WORLDS “FIRST” PINTEREST CAMPAIGN 33 Karl Filtness YRIS641 27.11.2012 33
  34. 34. 4. BRANDING 34 Karl Filtness YRIS641 27.11.2012 34
  35. 35. 35 Karl Filtness YRIS641 27.11.2012 35
  36. 36. B. PRACTICE 36 Karl Filtness YRIS641 27.11.2012 36
  37. 37. 37 Karl Filtness YRIS641 27.11.2012 37
  38. 38. HOLISTIC MARKETING ET SILOS F ORG ATT ERS THIN GMEVERY Business Strategy = Marketing Strategy The Customer is the Reason We Are in Business 38 Karl Filtness YRIS641 27.11.2012 38
  39. 39. CUSTOMERS39 Karl Filtness YRIS641 27.11.2012 39
  40. 40. POSITION Best Service + SOLUTIONS! not product or technology oriented approach + General Liability =TRUE CARING OF THE CUSTOMER 40 Karl Filtness YRIS641 27.11.2012 40
  41. 41. BRAND 41 Karl Filtness YRIS641 27.11.2012 41
  42. 42. DIGITAL MARKETING1. Blog2. Facebook3. Pinterest 4.Twitter, Google+, LinkedIn 5.AdWords, BlogLovin’, Blogilista, Forums etc. 42 Karl Filtness YRIS641 27.11.2012 42
  43. 43. 1. BLOG STRATEGY 43 Karl Filtness YRIS641 27.11.2012 43
  44. 44. BLOG STRATEGY SEO Traffic Brand Awareness Share of Mind Innovation Up to Date Professionalism Inspire 44 Karl Filtness YRIS641 27.11.2012 44
  45. 45. BLOG STRATEGY 1.8. - 15.11.2012 45 Karl Filtness YRIS641 27.11.2012 45
  46. 46. BLOG STRATEGYMost Popular Keywords Most Popular Pages 46 Karl Filtness YRIS641 27.11.2012 46
  47. 47. FACEBOOK STRATGY 47 2. 47
  48. 48. WHY? Social Inspire Discuss Content Lifestyle DifferentiationBe Where the Crowd Is 48 Karl Filtness YRIS641 27.11.2012 48
  49. 49. FACEBOOK STRATEGY TACTICS GOALS 6 posts a week Brand BuildingPromoting Blog Posts Engagement Inspiring Share of Mind Tips Part of Daily Life Likable and useful Leads YLE Brand a LIFE ST ingSto ne is Liv 49 Karl Filtness YRIS641 27.11.2012 49
  50. 50. 50 Karl Filtness YRIS641 27.11.2012 50
  51. 51. FACEBOOK 51 Karl Filtness YRIS641 27.11.2012 51
  52. 52. 52 Karl Filtness YRIS641 27.11.2012 52
  53. 53. 3. PINTEREST STRATEGY 53 53
  54. 54. PINTERESTThe Power of Pictures Following Trends Share of Mind Association Innovation Promotion Forerunner Positioning Branding 54 Karl Filtness YRIS641 27.11.2012 54
  55. 55. 4. TWITTER, GOOGLE+, LINKEDINSupporting main activities Part of the toolboxTwitter most relevant Lack of time, prioritizeGoogle+ currently waste Can change quicklyof timeLinkedIn B2B-centered Credibility, Evolving, Recruiting 55 Karl Filtness YRIS641 27.11.2012 55
  56. 56. 5. ADWORDS, BLOGLOVIN´, BLOGILISTA, FORUMS ETC AdWords used for tough keywords BlogLovin’ & Blogilista for promotionForums to deepen conversation and engagement 56 Karl Filtness YRIS641 27.11.2012 56
  57. 57. CONTACT Karl Filtness 050 433 5954 karl.filtness@livingstonekodit.fi @karlfiltness www.livingstonekodit.fiwww.facebook.com/livingstonekodit 36 57 Karl Filtness YRIS641 27.11.2012 57
  58. 58. Pictures & sources:Slide 4: http://fi.movember.comSlide 6: http://www.youtube.com/watch?v=Q5Tt5JSRsOc&feature=youtu.beSlide 10: http://www.youtube.com/watch?v=QUCfFcchw1w&feature=youtu.beSlide 13-16. Omnicom Media Group http://www.slideshare.net/omgdigital/facebooktutkimus-syksy-2012Slide 16: Postilaatikko: Flickr Bara Koukoug http://www.flickr.com/photos/bara-koukoug/5597485466/Slide 31: Pasi Torkkeli http://pinterest.com/pin/93027548522754710/Slide 31: Pinterest http://pinterest.com/pin/142848619400694912/Slide 31: Island http://pinterest.com/pin/18295942206255834/Slide 31: Beatles http://pinterest.com/pin/100486635405711683/Slide 33 Kotex http://www.ubykotex.com/Slide 33: Kotex http://www.youtube.com/watch?v=UVCoM4ao2TwSlide 38: Silo http://www.stockfreeimages.com/Slide 42: Shoestring http://www.stockfreeimages.com/Slide 54: Viikon Betoniluomus http://www.livingstonekodit.fi/talodesign/viikon-betoniluomus-moderni-paritalo-useammalle-sukupolvelle/ 58 58

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