Kirja: Sosiaalinen netti

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Sosiaalinen netti ja menestyvän pk-yrityksen mahdollisuudet -kirjan lyhyet esittely (Movenote-esitys(

Sosiaalinen netti ja menestyvän pk-yrityksen mahdollisuudet -kirjan lyhyet esittely (Movenote-esitys(

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  • So what does this explosion of the medium mean to marketers? It means that there is a burgeoning medium that is creating opportunity to fundamentally change the world we live in, the way our consumers communicate with one another, and how we need to approach the marketing communications landscape. It is putting an emphasis on the need to integrate our systems, and drive a continual brand experience through the entire purchase funnel, because mobile is the glue that will hold it all together, it may not be at this exact moment in time, but it will be… and if marketers are not prepared to leverage the power of the medium, then your business will undoubtedly suffer.
  • So what does this explosion of the medium mean to marketers? It means that there is a burgeoning medium that is creating opportunity to fundamentally change the world we live in, the way our consumers communicate with one another, and how we need to approach the marketing communications landscape. It is putting an emphasis on the need to integrate our systems, and drive a continual brand experience through the entire purchase funnel, because mobile is the glue that will hold it all together, it may not be at this exact moment in time, but it will be… and if marketers are not prepared to leverage the power of the medium, then your business will undoubtedly suffer.
  • The truth is, mobile technology is enabling us to fundamentally change the way we live our daily lives. Its empowering this change because the mobile device, in some form or another, is:Always With You – weather it be in your pocket or bag (or years from now, implanted in your body)… it is there… it is becoming a ubiquitous extension of our person. (SPEAKERS NOTE: if presenting at a conference, do a quick audience survey, have people raise their hand if they are physically holding at device at that second)Always On – it keeps you connected to your world in real timeIncreasingly Capable – it is a multi-tasking device… used for entertainment, music, pictures, gaming, news, reviews, advice, utility… and yes, even the occasional phone call… and it is becoming more and capable every day.Intensely Personal – it is the gateway to your social network, family, calendar, wallet… and lets face it, your LIFE!
  • So what does this explosion of the medium mean to marketers? It means that there is a burgeoning medium that is creating opportunity to fundamentally change the world we live in, the way our consumers communicate with one another, and how we need to approach the marketing communications landscape. It is putting an emphasis on the need to integrate our systems, and drive a continual brand experience through the entire purchase funnel, because mobile is the glue that will hold it all together, it may not be at this exact moment in time, but it will be… and if marketers are not prepared to leverage the power of the medium, then your business will undoubtedly suffer.
  • While there are many experiences a consumer can have on a mobile device, we as marketers need to understand how vital it is that these experiences be integrated. They cannot be considered in silos, and must encourage consumers to move seamlessly across channels. Experiences need to be built on a solid foundations that includes:An interactive idea – does the experience resonate with the audience and encourage engagementIs sustainable over time – are the platforms able to be scaled, replicated, refreshed and optimized… not just used for a campaign!Expandable across channels – does the mobile experience improve or build on other forms of communicationCan accommodate a variety of messages and products – is flexible enough to quickly change and support organizational business goalsAnd targets unique audiences and deepens relationship – resonates with the core consumer and turns them into brand advocates
  • Maintaining an ongoing conversation with the target audience is the ultimate marketing goal, and the mobile platform empowers marketers to extend this relationship in ways we never could have dreamed about in the past. In order to make this communications effective, we need to understand the foundations of effective mobile conversation:Hyper-personal and fragmented messaging – are you able to have a conversation that delivers information or offers that a consumer actually wants in a format they want it inRelevant and timely – can you deliver you message at the right time, right place so you can influence the purchase decisionLeverages consumer led dialogue – are you taking advantage of the UGC in the market to steer the conversation and illustrate an understanding of the consumer perspectiveDeepens customer relationship and life time value – is each conversation you are having moving your relationship towards advocacy… just like dating is a process… it can either end abruptly with hurt feelings, or it can blossom into something long term
  • What was once a world of one directional messaging, and praying that your target audience was reached, has now been empowered by a variety of devices and platforms that encourage active participation. Whether it be through on platform messaging, social sharing, news, reviews, location based engagements, etc. The trick is ensuring that our messaging is getting in front of the right audience at the right time… The foundations of which include:Clear Strategy and objectiveSegmentation of the audienceGeo and time relevanceEngaging messagingLinked to experiences
  • When juxtaposing the current marketing investment in the mobile space against user trends, we see a massive market gap and opportunity has emerged. While the global forecast for mobile advertising is $6 billion US for 2010, we are seeing that it is only 10% of what the global online media spend is forecast for 2010 (US$60 billion). And considering within the next 3 years we will see mobile internet usage outpace the desktop web… this is opening a massive opportunity for marketers to develop capabilities now, that will be critical to business growth and consumer communications in the very near future.And this is no more evident than in emerging markets, for example where desktop access is limited, mobile is the dominant means of accessing the Internet: in India for example, mobile accounted for nearly 90 percent of all Internet users in 2008, 66% of total web traffic in China in 2009, and in LatAm mobile traffic has grown 6x in the last two years.http://letsgomo.com/mobile-web/exactly-how-fast-is-mobile-web-growing/http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
  • So what does this explosion of the medium mean to marketers? It means that there is a burgeoning medium that is creating opportunity to fundamentally change the world we live in, the way our consumers communicate with one another, and how we need to approach the marketing communications landscape. It is putting an emphasis on the need to integrate our systems, and drive a continual brand experience through the entire purchase funnel, because mobile is the glue that will hold it all together, it may not be at this exact moment in time, but it will be… and if marketers are not prepared to leverage the power of the medium, then your business will undoubtedly suffer.
  • So what does this explosion of the medium mean to marketers? It means that there is a burgeoning medium that is creating opportunity to fundamentally change the world we live in, the way our consumers communicate with one another, and how we need to approach the marketing communications landscape. It is putting an emphasis on the need to integrate our systems, and drive a continual brand experience through the entire purchase funnel, because mobile is the glue that will hold it all together, it may not be at this exact moment in time, but it will be… and if marketers are not prepared to leverage the power of the medium, then your business will undoubtedly suffer.
  • Kenen kannattaa kirja lukeaYrittäjä: käsikirjaksi
  • So what does this explosion of the medium mean to marketers? It means that there is a burgeoning medium that is creating opportunity to fundamentally change the world we live in, the way our consumers communicate with one another, and how we need to approach the marketing communications landscape. It is putting an emphasis on the need to integrate our systems, and drive a continual brand experience through the entire purchase funnel, because mobile is the glue that will hold it all together, it may not be at this exact moment in time, but it will be… and if marketers are not prepared to leverage the power of the medium, then your business will undoubtedly suffer.

Transcript

  • 1. hei.
  • 2. esittelyssä:
  • 3. Kansikuva
  • 4. ”Käsikirja nykymuotoisen,yhteisöllisen netinmahdollisuuksista markkinoinnissa jayritystoiminnassa”
  • 5. "Sosiaalinen netti ja menestyvän pk-yrityksen mahdollisuudet" listaa ja arvioi nykymuotoisen internetinmyynninedistämisen, mainonnan, asiakaspalvelun ja muun toiminnan edistämisen mahdollisuuksia nimensä mukaisesti pk-yrityksen silmin. Sosiaalinen netti antaa yritykselle jopa ilmaisia keinoja kalastella asiakkaita, rekrytoida, huolehtia asiakaspalvelusta ja pitää kiinni nyky-asiakkaista. Uusia tapoja, keinoja ja kanavia on valtavasti. Tämän kirjan luettuasi uskallat päättää mihin oma yrityksesi sosiaalista nettiä hyödyntää.
  • 6. aihealueet:
  • 7. YhteisöllisyysVerkostojenmerkitys
  • 8. DialogiSuosittelu
  • 9. Löydettävyys
  • 10. SosiaalisetmediatVerkkokauppaBlogietc
  • 11. Mobiilinmerkitys
  • 12. MainontaverkossaMainontakännykässäMainontasosiaalisessamediassa
  • 13. sisällysluettelo
  • 14. SOSIAALINEN NETTI OMAT MEDIAT: SISÄLTÖ ON KUNINGASNetinhyödyntäminenyrityksissä 6
Sosiaalinen netti on Sisältöon sosiaalisennetinpolttoaine 105
Puhuhenkilökohtainenverkosto 7
Yhteisöllisyys valloittinetin vaikkeiolisisanottavaa 110
Blogi on sisällönkoti 110
Kuvan(uudestaan) 11
Ilmiö nimeltäFacebook 17
Älykäs voima 116
Sähköisellä suoralla on aikaaalleminuuttiyrityssaasosiaalisestanetistäsäästöjä 20
Digitaalisen median 120
Verkkokauppa tappaakotimaisenkivijalanuusjako 25
Hyppää sosiaaliseennettiin 27
Kuusi 124
Käytännön verkkokauppa 129
Verkkokauppatäydellistäsosiaalisennetintarinaa 33
Tehoa einukukoskaan 136
Kävijäseuranta ja web-analytiikkajasäästöjäyrityksenarkeensosiaalisestanetistä35 141
Verkkosivuston suunnittelusta 145
Käytännön hakukoneoptimointi 149ällön jakaminensyötteelläLÖYDETTÄVYYS, DIALOGI JA SUOSITTELUN VOIMA 154
Mobiilista uusimassamedia156Suosittelujalöydettävyys - sosiaalisennetindynamot 40
Suosittelu: MAINONTA (SOSIAALISESSA) NETISSÄpuskaradiososiaalisessanetissä 41
Verkkosivutovatlöydettävyydenperusedellytys 46
Löydettävyyden Mainontaverkossa 165
Kampanjasuunnitteluylläpitäminenvaatiityötä 49
Karttapalvelut jalöydettävyys sosiaaliseennettiin 169
Verkkomedian ostaminen51
Sähköposti on dialogityökalu 54
Dialogia 171
Tuloksiin perustuvaverkkomainontaeisynnyilmanhyvääsyytä 57
Viraali 59
I am a Superfan 176
Hakusanamainonta on kohdennettuamainontaa62
Asiakkaat medianaeliansaittu media 66 181
Kuka klikkaisibanneria 194
Sosiaalinen mainonta 199
Mainosmuotojen viidakko 206
NettikatalogitSOSIAALISET MEDIAT 211
Sosiaalinen kimppa-ostaminen 212
SoLoMo - sosiaalisetverkostotkännykässä 215
Sosiaalisen medianSosiaalinen media on tori 68
Mielenkiintoisimmat puolustuspuheenvuoro 221sosiaalisetmediat 73
Facebook - sisältömarkkinoinninkärkenä79
Twitter on mikrohölinää 88
LinkedIn on sosiaalisen medianmessuosasto 90
SlideShare jakaaosaamistasi 93
YouTube-videotappoitekstin 94
Käytösohjeita sosiaaliseenmediaan99
Sosiaalisen median mittaamisenhaasteet 101
Sosiaalinenmedia työvoimatoimistona 102
Avioero sosiaalisen mediantapaan 104
  • 15. Kenelle?
  • 16. 1234Yrittäjä PK-yrityksen (markkinointi) johto Omaantyöhönte hojakaipaava Uusiaviestintä-, tiedonjako- japrojekti- työkaluja etsivä
  • 17. Tervetuloakommentoimaanjahakem aanlisävinkkejäwww.facebook.com/sosiaalinennetti /
  • 18. Kansikuva
  • 19. Kirjoittaja Antti Leino on digitaalista markkinointi, verkkopalveluja, myynninedistämistä ja asiakasviestintää kolmellavuosikymmenellä niin maailman suurimmille yrityksille kuin kotikaupunkinsa kulmakauppiaalle Häneltä on aiemmin ilmestyneet digitaalista mediaa avaat teokset "Dialogin aika" ja ".net-verkkoviestinnän käsikirja” www.twitter.com/anttileino www.linkedin.com/in/anttileino www.about.me/anttileino
  • 20. Kiitos!