1 Miten onnistut sosiaalisessa medissa 2 Sosiaalisen median työkaluja
HELLO. HOW ARE YOU? Antti Leino Planning director & content strategist @ avaus dialog Author of “Dialogin aika” and “.net....
Internetin sosiaaliset verkostot ja niihin liittyvät työkalut kiinnostavat ja koukuttavat ihmisiä 75% aikuista käyttää jon...
VARFÖR?
Maslow tiesi jo aikoja sitten sen!
ja…
76% kuluttajista on sitä mieltä, että mainonta  ei  kerro totuutta Lähde: Yankelovich study 2009 Luotetuin  digitaalisen m...
Ystävän suositus* on vahva signaali
Online-arvostelut ovat tärkeä päätöksen- teon tekijä
 
Ford Fiesta Movement
*Malcom Gladwell, The Tipping Point
 
Millainen on kohderyhmäsi online-käyttö? Mitä sivustoja he käyttävät? Miten? Mihin?
Asiantuntijat (mavens) “tiedän ensin” Yhdistäjät (connectors) “jaan mitä tiedän” Vaikuttajat (salespeople) “tämä on tosi k...
Tunnista seuraamalla* oikeita ryhmiä ja jopa henkilöitä sekä tietysti sivustoja * on olemassa myös ihan ilmaisia verkon ke...
1-9-90 –periaatteen mukaan markkinoijan tulisi tunnistaa  asiantuntija- ja yhdistäjä-asiakkaat 1% Creators 9% Editors/Crit...
 
Rich Marcotte, Major of Southwest, influencer “ Creating customer evangelists: how loyal customers become a volunteer sale...
<ul><li>Social Mention </li></ul><ul><li>Alterian SM2 </li></ul><ul><li>Alltop </li></ul><ul><li>Technorati </li></ul><ul>...
 
 
Case:  Old Spice teki comebackin perustamalla oman videokanavan ja tuottamalla kuluttajien ideoimia videoita <ul><li>Konse...
Mikä saa ihmiset puhumaan sinusta? Tabu Epätavallinen Huumori Järjetön Salainen Humanitäärinen Insentiivi Hyvä palvelu / h...
 
 
ONKO SINULLA SISÄLTÖÄ,  JOKA ON KIINNOSTAVAA??
Ystävällistä ja ihmisen tekemää Selkeää ja johdonmukaista Auttaa ja on ajankohtaista Järkevää ja relevanttia Viihdyttäa
Case:  Home Depot on panostanut asiakkaiden auttamiseen remontissa mm. how-to –videoiden, mobiilipalveluiden ja oman tv-ka...
Case:  Walmart on ottanut pitkäjännitteisen markkinointinäkökulman tarjoamalla relevanttia sisältöä <ul><li>Konseptin kuva...
Case :  Best Buy perusti Twelpforce-palvelun Twitteriin tuomaan asiakaspalvelua lähemmäs asiakkaan arkea <ul><li>Konseptin...
 
“ Epidemia” Asiakkaiden valituksia listaava sivusto “ Käänne” Yrityksen perustama yhteisö
“ Epidemia” Tammikuu 2007 Asiakaskato Koventunut kilpailu Tulos ja kurssi laskevat ($35 > $8) “ Käänne” Yrityksen perustam...
Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars
 
 
SOSIAALISEN MEDIAN TYÖKALUT
Social media tools <ul><li>Social Networks </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video...
Social networking sites <ul><li>People and organizations connect and interact with friends, colleagues and fans </li></ul>...
Social networking sites <ul><li>create  online profiles </li></ul><ul><li>share  thoughts ,  articles ,  photos, video and...
Facebook #1 Social networking site <ul><li>Powerful tools to  engage and understand  your audience: </li></ul><ul><li>Bran...
Facebook Pages <ul><li>Homepage  on Facebook.  </li></ul><ul><li>Allow you to post photos, videos, events and other messag...
Sivun tulee olla aktiviteettien keskipiste www.facebook.com/adidasoriginal
Sivun luominen <ul><li>Osoite: http://www.facebook.com/pages/ </li></ul><ul><li>Klikkaa nappia </li></ul><ul><li>Sisällön ...
 
Sisältösuunnittelma <ul><li>Helposti päivitettäviä </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Yritysinformaatio...
Muokkaa perusnäkymää <ul><li>Joitakin ideoita: </li></ul><ul><ul><li>Kustomoitu täbi   – voit lisätä sivulle mitä tahansa ...
FBML sisältö <ul><ul><li>Add a Custom Tab with Static FBML app </li></ul></ul><ul><ul><li>Advanced functionality using the...
 
 
 
 
Sivun ylläpito on osa viestintäsuunnitelmaa <ul><li>Kerran päivässä vastaa kommentteihin ja julkaise vaikkapa mielenkiinto...
Neljä omaa ystävää yhdelle Sivulle johtaa kiinnostukseen myös itse tutustua Sivuun
PÄIVITYSTEN AJOITUS 10-13 lounaan ympärillä 16-18 ennen kotiin lähtöä 22-24 ennen nukkumaan menoa
Minimi 1000 fania synnyttää viraaliefektiä
Facebook Advertising <ul><li>Facebook ads give you the ability to advertise directly to  specific demographic groups  </li...
Facebook Advertising / Design <ul><li>Ad message  (title and body) </li></ul><ul><li>Image (make it compelling) </li></ul>...
Facebook Advertising / Targeting
Facebook Advertising / Pricing <ul><li>Very affordable and easy to  control your budget </li></ul><ul><li>You can  specify...
Facebook Advertising / Analytics <ul><li>Facebook Insights  provides information about your ad campaign: </li></ul><ul><ul...
Facebook Applications <ul><li>Applications are  entertainment and productivity tools  that run within Facebook -platform <...
Facebook Connect <ul><li>Add social capabilities to your website  by integrating with Facebook: </li></ul><ul><ul><li>User...
There is more than FACEBOOK Germany: meinVZ Russia: vKontakte
Linked In  Professional Social Network <ul><li>Contains  profiles of Fortune 500 executives  and leading entrepreneurs.  A...
 
Social networking sites <ul><li>DO </li></ul><ul><li>establish a presence  on the social networks your customers and colle...
Blogs <ul><li>A blog is a website with  regular entries of commentary or news </li></ul><ul><ul><li>Blogs serve to establi...
Why a blog? <ul><li>engage in  dialogue  with your  customers </li></ul><ul><li>improve your  search engine visibility </l...
Blogs <ul><li>DO </li></ul><ul><li>post on a  regular  schedule </li></ul><ul><li>encourage conversation by  asking questi...
Microblogging <ul><li>Microblogs are communication channel limited to a sentence or two  </li></ul><ul><li>People use micr...
 
Twitter <ul><li>Twitter can help you </li></ul><ul><li>Share  timely information </li></ul><ul><li>Promote  useful content...
Microblogging <ul><li>DO </li></ul><ul><li>find and  share useful content </li></ul><ul><li>pose  questions  and  reply  t...
Video sharing <ul><li>Video sharing sites let you  upload videos  and  share  them with people. </li></ul><ul><li>They’re ...
Video sharing <ul><li>helps you  gain exposure  and  direct traffic  back to your website </li></ul><ul><li>sparks interes...
Profiili = käyttäjätunnus avoimesti mainostaja.  Kuvaus ohjaa www-sivustolle
Perustaja tällä kertaa filmituotantoyhtiö Vain videojakoon, ei ohjausta saitille Otsikossa brändi-nimi ja official version...
Case: Blendtec – Will it Blend? <ul><li>Blendtec was a  faceless  B2B - B2C blender manufacturer that  couldn’t afford a t...
Blend tec  – Will it Blend? Be  entertaining  and keep it  relevant  to your brand (the videos promote the durability of t...
Video sharing <ul><li>DO </li></ul><ul><li>be  informative ,  useful  or  entertaining </li></ul><ul><li>create a  summary...
Kuva on elämää
Kuvat kertovat aitoudesta, tilanteesta ja paikasta
Photo sharing <ul><li>Photo sharing sites give you a place to  upload  and  organize  your  photos </li></ul><ul><li>You c...
Photo sharing <ul><li>detail the  launch of a new product  - from initial sketches to the launch party </li></ul><ul><li>p...
Hotellit Ravintolat Tapahtumapaikat Erikoisliikkeet Mainos- ja PR-toimistot Promootiot & tapahtumat
Photo sharing <ul><li>DO </li></ul><ul><li>tag  your photos with relevant keywords </li></ul><ul><li>use your web site add...
Message Boards <ul><li>A message board is a bulletin board system in the form of a discussion site </li></ul><ul><li>conve...
Message Boards  <ul><li>DO </li></ul><ul><li>keep the message board active by  regularly participating  in the conversatio...
Wikis  <ul><li>A wiki is a website that allows visitors to easily  add ,  remove , and  edit  content – this makes them  g...
Wikis  <ul><li>DO </li></ul><ul><li>find  references to your organization  and have inaccuracies updated </li></ul><ul><li...
Virtual reality <ul><li>Internet-based 3D virtual worlds like  Second Life  or character-based Habbo Hotel reimagine a wor...
Virtual reality <ul><li>hold media conferences, press shows, product launches  </li></ul><ul><li>create and sell branded p...
Virtual reality <ul><li>DO </li></ul><ul><li>Use it to  generate publicity publicity for real world  activities </li></ul>...
Podcasts  Personal On-Demand Broadcast <ul><li>A podcast is a  series of digital media files files  which is distributed b...
Podcasts  ( Personal On-Demand Broadcast ) <ul><li>DO </li></ul><ul><li>come up with a format  ( form, topic, and duration...
Really Simple Syndication (RSS)  <ul><li>RSS is a way for content publishers to make  blog entries ,  news   headlines ,  ...
Really Simple Syndication (RSS)  <ul><li>DO </li></ul><ul><li>offer RSS feeds for your website’s  blog ,  news ,  events ,...
Social news & bookmarking <ul><li>Social bookmarking sites allow users to  save ,  share ,  organize ,  comment  on and se...
Social news & bookmarking <ul><li>DO </li></ul><ul><li>add functionality  to your pages to allow social bookmarking </li><...
Antti Leino Planning director & content strategist @ avaus dialog Author of “Dialogin aika” and “.net. Verkkoviestinnän kä...
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  • Muista myös: Toimittajat Analyytikot Bloggaajat Työntekijät
  • Less is more typically!
  • Less is more typically!
  • Näyttää mitä iloa on faniudesta Brändin arvostuksen kasvattaminen
  • Some is Conversation

    1. 1. 1 Miten onnistut sosiaalisessa medissa 2 Sosiaalisen median työkaluja
    2. 2. HELLO. HOW ARE YOU? Antti Leino Planning director & content strategist @ avaus dialog Author of “Dialogin aika” and “.net. Verkkoviestinnän käsikirja” About me www.linkedin.com/in/anttileino Follow me www.twitter.com/anttileino Follow AvausTV www.facebook.com/avaus
    3. 3. Internetin sosiaaliset verkostot ja niihin liittyvät työkalut kiinnostavat ja koukuttavat ihmisiä 75% aikuista käyttää jonkinlaista sosiaalisen median olomuotoa säännöllisesti
    4. 4. VARFÖR?
    5. 5. Maslow tiesi jo aikoja sitten sen!
    6. 6. ja…
    7. 7. 76% kuluttajista on sitä mieltä, että mainonta ei kerro totuutta Lähde: Yankelovich study 2009 Luotetuin digitaalisen mainonnan muoto: 1 Ystävän suositus 2 Muiden ihmisten mielipide 3 Yrityksen www-sivut 4 Toimituksellinen uutinen 5 Sponsoroitu sisältö Lähde: Universal McCann 2008
    8. 8. Ystävän suositus* on vahva signaali
    9. 9. Online-arvostelut ovat tärkeä päätöksen- teon tekijä
    10. 11. Ford Fiesta Movement
    11. 12. *Malcom Gladwell, The Tipping Point
    12. 14. Millainen on kohderyhmäsi online-käyttö? Mitä sivustoja he käyttävät? Miten? Mihin?
    13. 15. Asiantuntijat (mavens) “tiedän ensin” Yhdistäjät (connectors) “jaan mitä tiedän” Vaikuttajat (salespeople) “tämä on tosi koska…”
    14. 16. Tunnista seuraamalla* oikeita ryhmiä ja jopa henkilöitä sekä tietysti sivustoja * on olemassa myös ihan ilmaisia verkon keskusteluiden seurantatyökaluja
    15. 17. 1-9-90 –periaatteen mukaan markkinoijan tulisi tunnistaa asiantuntija- ja yhdistäjä-asiakkaat 1% Creators 9% Editors/Critics 90% Audience
    16. 19. Rich Marcotte, Major of Southwest, influencer “ Creating customer evangelists: how loyal customers become a volunteer sales force”
    17. 20. <ul><li>Social Mention </li></ul><ul><li>Alterian SM2 </li></ul><ul><li>Alltop </li></ul><ul><li>Technorati </li></ul><ul><li>Google Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Google Blogsearch </li></ul><ul><li>Twitter Serach </li></ul><ul><li>Twitter Analyzer </li></ul><ul><li>BackType </li></ul>Työkaluja kuuntelemiseen Nielsen BuzzMetrics TNS Cymfony Radian6 Biz360 Dow Jones Insight
    18. 23. Case: Old Spice teki comebackin perustamalla oman videokanavan ja tuottamalla kuluttajien ideoimia videoita <ul><li>Konseptin kuvaus </li></ul><ul><li>Old Spice perusti oman YouTube-kanavan mainosvideoille </li></ul><ul><li>Old Spice tuotti vastauksena kuluttajien Twitter- ja YouTube-kommentteihin yli 180 videota </li></ul><ul><li>Tieto videoista levisi verkossa sosiaalisten palvelujen kautta ennätysvauhtia </li></ul><ul><li>Hyödyt </li></ul><ul><li>Bränditietoisuutta oman YouTube-kanavan kautta sivuston vierailijoille. Ensimmäisen viikon aikana saavutettiin 35 miljoonaa katselukertaa videoille </li></ul><ul><li>Merkittävä määrä huomiota sosiaalisten verkostojen ja jakamisen kautta. Viikon kuluessa julkaisusta Twitterissä oli 94 000 seuraajaa, ja Facebookissa 630 000 tykkäystä </li></ul><ul><li>Ansaittu media ylitti kaikki odotukset ja kampanjasta tiedotettiin jopa CBS:n pääuutislähetyksissä </li></ul>
    19. 24. Mikä saa ihmiset puhumaan sinusta? Tabu Epätavallinen Huumori Järjetön Salainen Humanitäärinen Insentiivi Hyvä palvelu / huono palvelu Loistava / erilainen / kaunis / huono tuote
    20. 27. ONKO SINULLA SISÄLTÖÄ, JOKA ON KIINNOSTAVAA??
    21. 28. Ystävällistä ja ihmisen tekemää Selkeää ja johdonmukaista Auttaa ja on ajankohtaista Järkevää ja relevanttia Viihdyttäa
    22. 29. Case: Home Depot on panostanut asiakkaiden auttamiseen remontissa mm. how-to –videoiden, mobiilipalveluiden ja oman tv-kanavan kautta Sisältöä hajautettu omien sivujen ulkopuolelle: mahdollisuus tavoittaa uusia käyttäjäryhmiä
    23. 30. Case: Walmart on ottanut pitkäjännitteisen markkinointinäkökulman tarjoamalla relevanttia sisältöä <ul><li>Konseptin kuvaus </li></ul><ul><li>Elevenmoms on Walmartin 2009 perustama äitiyhteisö, jossa on 20 äitiä eri puolelta Yhdysvaltoja. </li></ul><ul><li>Jokainen äiti pitää omaa blogia Walmartista riippumatta. Bloggaajat on käsin valittu laadun ja sisällön perusteella </li></ul><ul><li>Walmart jakaa heilel uusia tuotteita ja kertoo promootioista mutta niiden nostaminen esille on vapaaehtoista (ei palkkasuhdetta) </li></ul><ul><li>Hyödyt </li></ul><ul><li>Toistaiseksi liian nuori hanke taloudellisten hyötyjen näkemiseksi. </li></ul><ul><li>Pitkäaikainen sitoutuminen aiheeseen </li></ul><ul><li>Yhteisön ”Twilight” Twitter –juhlat aikaansaivat Walmartin ennakkomyyntiennätyksen DVD-elokuvissa </li></ul>
    24. 31. Case : Best Buy perusti Twelpforce-palvelun Twitteriin tuomaan asiakaspalvelua lähemmäs asiakkaan arkea <ul><li>Konseptin kuvaus </li></ul><ul><li>Best Buy perusti Twelpforce-palvelun Twitteriin </li></ul><ul><li>Best Buyn työntekijät kaikilta organisaatiotasoilta osallistuivat ja vastasivat kuluttajien kysymyksiin tuotteista, auttoivat ratkaisemaan teknologiahaasteita ja muita asiakaspalvelun ongelmia </li></ul><ul><li>Hyödyt </li></ul><ul><li>Best Buy onnistui tuomaan avun lähelle kuluttajia , ja luomaan helpon ja totutun tavan kommunikoida </li></ul><ul><li>Kaikki organisaation eri tasot osallistutettiin ja vuoropuhelusta tuli aitoa </li></ul><ul><li>Asiakasymmärryksen leviäminen: suora kosketus asiakkaiden suoriin palautteisiin ja kysymyksiin. </li></ul>
    25. 33. “ Epidemia” Asiakkaiden valituksia listaava sivusto “ Käänne” Yrityksen perustama yhteisö
    26. 34. “ Epidemia” Tammikuu 2007 Asiakaskato Koventunut kilpailu Tulos ja kurssi laskevat ($35 > $8) “ Käänne” Yrityksen perustama yhteisö (2008)
    27. 35. Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars
    28. 38. SOSIAALISEN MEDIAN TYÖKALUT
    29. 39. Social media tools <ul><li>Social Networks </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Social bookmarking </li></ul><ul><li>Wiki </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Related: Social gaming, Podcasts, Real Simple Syndication (RSS) </li></ul>
    30. 40. Social networking sites <ul><li>People and organizations connect and interact with friends, colleagues and fans </li></ul><ul><li>Examples are Facebook, MySpace, Linkedin, bebo, Hi5 and Ning </li></ul><ul><li>There are niche social networks for just about everything </li></ul>
    31. 41. Social networking sites <ul><li>create online profiles </li></ul><ul><li>share thoughts , articles , photos, video and links </li></ul><ul><li>send private messages and instant messages </li></ul><ul><li>learn more about people and organizations </li></ul><ul><li>follow brands, celebrities and organizations </li></ul><ul><li>gain your own fans </li></ul><ul><li>Social networking site is an internet inside internet </li></ul>
    32. 42. Facebook #1 Social networking site <ul><li>Powerful tools to engage and understand your audience: </li></ul><ul><li>Brand pages </li></ul><ul><li>Custom applications </li></ul><ul><li>Targeted advertising </li></ul><ul><li>Audience insights and metrics </li></ul><ul><li>Opinion polls </li></ul>
    33. 43. Facebook Pages <ul><li>Homepage on Facebook. </li></ul><ul><li>Allow you to post photos, videos, events and other messages. </li></ul><ul><li>Users interact with you by </li></ul><ul><ul><li>Becoming fans </li></ul></ul><ul><ul><li>Commenting on your posts </li></ul></ul><ul><ul><li>Participating in discussions </li></ul></ul><ul><ul><li>Post photos to your page </li></ul></ul><ul><li>Fans see your page updates in their newsfeed </li></ul>
    34. 44. Sivun tulee olla aktiviteettien keskipiste www.facebook.com/adidasoriginal
    35. 45. Sivun luominen <ul><li>Osoite: http://www.facebook.com/pages/ </li></ul><ul><li>Klikkaa nappia </li></ul><ul><li>Sisällön lisääminen </li></ul><ul><li>Näkyvyyttä </li></ul>
    36. 47. Sisältösuunnittelma <ul><li>Helposti päivitettäviä </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Yritysinformaatio (Tiedot) </li></ul></ul><ul><ul><li>Kuvia ja albumeja </li></ul></ul><ul><ul><li>Videoita </li></ul></ul><ul><ul><li>Tapahtumat </li></ul></ul><ul><ul><li>Kolumneja (Muistiinpanot) </li></ul></ul><ul><ul><li>Blog syötteet (RSS) </li></ul></ul>
    37. 48. Muokkaa perusnäkymää <ul><li>Joitakin ideoita: </li></ul><ul><ul><li>Kustomoitu täbi   – voit lisätä sivulle mitä tahansa omaa HTML-muotoista sisältöä Static FBML:n avulla </li></ul></ul><ul><ul><li>Poista turhat täbit navigaatiosta ja muokkaa järjestys sinulle sopivaksi. Älä jätä tyhjiä elementtejä </li></ul></ul><ul><ul><li>Flashillä näyttävää ja interaktiviista sisältöä (FBML auttaa) </li></ul></ul><ul><ul><li>Tutustu valmiisiin Facebook –sovelluksiin sovellushakemistossa </li></ul></ul>
    38. 49. FBML sisältö <ul><ul><li>Add a Custom Tab with Static FBML app </li></ul></ul><ul><ul><li>Advanced functionality using the Facebook Static FBML application. </li></ul></ul><ul><ul><li>This application will add a box to your Page in which you can use HTML or FBML (Facebook Markup Language) for enhanced Page customization. </li></ul></ul><ul><li>Lisätietoja hakusanalla: “static fbml” http://www.facebook.com/apps/application.php?id=4949752878 </li></ul>
    39. 54. Sivun ylläpito on osa viestintäsuunnitelmaa <ul><li>Kerran päivässä vastaa kommentteihin ja julkaise vaikkapa mielenkiintoinen linkki </li></ul><ul><ul><li>Ylläpitäjän tekemät julkaisut ilmestyvät Sivujen seinän lisäksi faneiksi liittyneiden käyttäjien syötteeseen </li></ul></ul><ul><li>Sivujen ylläpitäjä voi lähettää massaviestejä </li></ul><ul><ul><li>Nämä massaviestit ilmestyvät Facebook postilaatikkoon “päivitykset”- kansioon eivätkä näin ollen sekoitu normaaleihin privaattiviesteihin. </li></ul></ul>
    40. 55. Neljä omaa ystävää yhdelle Sivulle johtaa kiinnostukseen myös itse tutustua Sivuun
    41. 56. PÄIVITYSTEN AJOITUS 10-13 lounaan ympärillä 16-18 ennen kotiin lähtöä 22-24 ennen nukkumaan menoa
    42. 57. Minimi 1000 fania synnyttää viraaliefektiä
    43. 58. Facebook Advertising <ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul><ul><li>Fastest growing online advertising media currently </li></ul><ul><li>CPC and CPM </li></ul><ul><ul><li>Potentially low daily budget </li></ul></ul>
    44. 59. Facebook Advertising / Design <ul><li>Ad message (title and body) </li></ul><ul><li>Image (make it compelling) </li></ul><ul><li>Destination URL (where you want the ad to take people) </li></ul>
    45. 60. Facebook Advertising / Targeting
    46. 61. Facebook Advertising / Pricing <ul><li>Very affordable and easy to control your budget </li></ul><ul><li>You can specify a daily budget </li></ul><ul><li>Schedule specific dates for your ad to run </li></ul><ul><li>Pay for clicks (CPC) or impressions (CPM) </li></ul>
    47. 62. Facebook Advertising / Analytics <ul><li>Facebook Insights provides information about your ad campaign: </li></ul><ul><ul><li>Track ad performance with real-time reporting </li></ul></ul><ul><ul><li>Gain demographic and psychographic insights about people that view or take action on your ad </li></ul></ul><ul><li>Use this information to identify how you can improve your campaign to maximize your results </li></ul>
    48. 63. Facebook Applications <ul><li>Applications are entertainment and productivity tools that run within Facebook -platform </li></ul><ul><ul><li>Give users an opportunity to interact with your brand by developing your own applications </li></ul></ul><ul><ul><li>or add existing applications, to your page </li></ul></ul><ul><ul><li>When fans use your applications social stories are created that appear in their friends news feed and link back to your page </li></ul></ul>
    49. 64. Facebook Connect <ul><li>Add social capabilities to your website by integrating with Facebook: </li></ul><ul><ul><li>Users log in to your website with their facebook identity </li></ul></ul><ul><ul><li>You can access their profile information to learn more about them and deliver targeted content </li></ul></ul><ul><ul><li>Publish information back to their friends’ streams on Facebook to bring their friend to your website </li></ul></ul>
    50. 65. There is more than FACEBOOK Germany: meinVZ Russia: vKontakte
    51. 66. Linked In Professional Social Network <ul><li>Contains profiles of Fortune 500 executives and leading entrepreneurs. Average individual salary on LinkedIn is $109,000 (2008) </li></ul><ul><li>On LinkedIn your can: </li></ul><ul><ul><li>Post a profile and resume </li></ul></ul><ul><ul><li>Create company presence </li></ul></ul><ul><ul><li>Connect with colleagues </li></ul></ul><ul><ul><li>Share professional recommendations </li></ul></ul><ul><ul><li>Find jobs and post open positions </li></ul></ul><ul><ul><li>Forums to demonstrate your expertise and find answers </li></ul></ul>
    52. 68. Social networking sites <ul><li>DO </li></ul><ul><li>establish a presence on the social networks your customers and colleagues use </li></ul><ul><li>create a page to promote your brand </li></ul><ul><li>point your fans to your company blog or contest </li></ul><ul><li>encourage a discussion and participate frequently </li></ul><ul><li>explore targeted advertising opportunities </li></ul><ul><li>DONT </li></ul><ul><li>create a page and fail to maintain it </li></ul><ul><li>try a hard sell approach </li></ul><ul><li>censor comments </li></ul><ul><li>spam your fans/friends with frequent private messages – you’ll drive them away </li></ul><ul><li>post false information </li></ul>
    53. 69. Blogs <ul><li>A blog is a website with regular entries of commentary or news </li></ul><ul><ul><li>Blogs serve to establish your company as transparent, relevant, active and expert </li></ul></ul>
    54. 70. Why a blog? <ul><li>engage in dialogue with your customers </li></ul><ul><li>improve your search engine visibility </li></ul><ul><li>promote product launches and events </li></ul><ul><li>gain expert status by providing useful tips </li></ul>
    55. 71. Blogs <ul><li>DO </li></ul><ul><li>post on a regular schedule </li></ul><ul><li>encourage conversation by asking questions </li></ul><ul><li>respond to people that comment on your posts </li></ul><ul><li>use a few bloggers from your company for more viewpoints </li></ul><ul><li>DONT </li></ul><ul><li>write press releases – just tip that something interesting is going on </li></ul><ul><li>let complaints go unanswered </li></ul><ul><li>make users register to comment – they won’t bother </li></ul><ul><li>delete fair but critical comments </li></ul>
    56. 72. Microblogging <ul><li>Microblogs are communication channel limited to a sentence or two </li></ul><ul><li>People use microblogging to promote themselves, share content and follow friends, celebrities and brands </li></ul><ul><li>Companies use it for marketing, public relations and customer service by giving their brand a voice within the community </li></ul>
    57. 74. Twitter <ul><li>Twitter can help you </li></ul><ul><li>Share timely information </li></ul><ul><li>Promote useful content including resources, contests, deals - not just your own </li></ul><ul><li>Personify your brand </li></ul><ul><li>Connect with your customers and develop leads </li></ul><ul><li>build credibility and influence </li></ul><ul><li>Listen to consumer buzz </li></ul><ul><li>Research competitors </li></ul><ul><li>Connect and learn from experts </li></ul>
    58. 75. Microblogging <ul><li>DO </li></ul><ul><li>find and share useful content </li></ul><ul><li>pose questions and reply to others </li></ul><ul><li>keep it fun - put a friendly face on your brand </li></ul><ul><li>promote sales, deals, news, updates, and build buzz for big releases or events </li></ul><ul><li>know what people are saying about your brand </li></ul><ul><li>in english </li></ul><ul><li>DONT </li></ul><ul><li>sound like a press release – you’re in a social space </li></ul><ul><li>spam with constant links to your company website, either in tweets or private messages </li></ul><ul><li>post useless information – do people really care what you had for lunch? </li></ul>
    59. 76. Video sharing <ul><li>Video sharing sites let you upload videos and share them with people. </li></ul><ul><li>They’re a perfect repository for video blogs , taped seminars , cool commercials , how-to’s and a behind-the-scene material </li></ul>
    60. 77. Video sharing <ul><li>helps you gain exposure and direct traffic back to your website </li></ul><ul><li>sparks interest without a hard-sell </li></ul><ul><li>videos can be low-fi and cheap to produce - immediacy and content is more important than quality. </li></ul><ul><li>videos can be a place to showcase your leadership in a field, and spread customer testimonials </li></ul>
    61. 78. Profiili = käyttäjätunnus avoimesti mainostaja. Kuvaus ohjaa www-sivustolle
    62. 79. Perustaja tällä kertaa filmituotantoyhtiö Vain videojakoon, ei ohjausta saitille Otsikossa brändi-nimi ja official version “leima”)! (huomaa katsojamäärät!)
    63. 80.
    64. 81.
    65. 82.
    66. 83. Case: Blendtec – Will it Blend? <ul><li>Blendtec was a faceless B2B - B2C blender manufacturer that couldn’t afford a traditional marketing campaign </li></ul><ul><li>Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout </li></ul><ul><li>Launched the website WillitBlend.com and a YouTube channel </li></ul><ul><li>http://www.youtube.com/blendtec </li></ul><ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views: 3,469,098 </li></ul></ul><ul><ul><li>Subscribers: 183,949 </li></ul></ul><ul><li>Online Blendtec blender sales increased 500% </li></ul><ul><li>The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre </li></ul>
    67. 84. Blend tec – Will it Blend? Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) Experiment – the idea might not have worked, but what could they lose?
    68. 85. Video sharing <ul><li>DO </li></ul><ul><li>be informative , useful or entertaining </li></ul><ul><li>create a summary and detailed description </li></ul><ul><li>post video replies to others </li></ul><ul><li>allow commenting and participate in the conversation </li></ul><ul><li>save bandwidth costs on your website by hosting videos on YouTube </li></ul><ul><li>DONT </li></ul><ul><li>just upload infomercials </li></ul><ul><li>be afraid to experiment until you find a formula that works </li></ul><ul><li>pull own other people’s videos showcasing your product for copyright infringement </li></ul><ul><li>keep your video concise and entertaining </li></ul>
    69. 86. Kuva on elämää
    70. 87. Kuvat kertovat aitoudesta, tilanteesta ja paikasta
    71. 88. Photo sharing <ul><li>Photo sharing sites give you a place to upload and organize your photos </li></ul><ul><li>You can invite friends to check out your photos </li></ul><ul><li>People can find your photos by searching for the keywords ( tags ) you apply to your photos </li></ul>
    72. 89. Photo sharing <ul><li>detail the launch of a new product - from initial sketches to the launch party </li></ul><ul><li>promote special events , charitable campaigns , and awards ceremonies </li></ul><ul><li>provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative </li></ul>
    73. 90. Hotellit Ravintolat Tapahtumapaikat Erikoisliikkeet Mainos- ja PR-toimistot Promootiot & tapahtumat
    74. 91.
    75. 92.
    76. 93. Photo sharing <ul><li>DO </li></ul><ul><li>tag your photos with relevant keywords </li></ul><ul><li>use your web site address or brand name as your Flickr screen name </li></ul><ul><li>upload quality photos of your products/services , and things related to your business </li></ul><ul><li>link prominently from your web site to your Flickr photostream </li></ul><ul><li>DONT </li></ul><ul><li>stuff linked keywords into your photo descriptions or comments </li></ul><ul><li>plaster your URL all over the photos you upload </li></ul><ul><li>discourage people from using your photos (as long as they provide attribution such as a link back to your website) </li></ul>
    77. 94. Message Boards <ul><li>A message board is a bulletin board system in the form of a discussion site </li></ul><ul><li>conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads </li></ul>
    78. 95. Message Boards <ul><li>DO </li></ul><ul><li>keep the message board active by regularly participating in the conversation </li></ul><ul><li>collect minimal information during registration </li></ul><ul><li>keep focus and attract users by clearly identifying your community purpose and target audience </li></ul><ul><li>promote popular discussions throughout your website </li></ul><ul><li>DONT </li></ul><ul><li>build it and expect people to start participating without encouragement and seeding </li></ul><ul><li>forget to moderate - spammers and trolls will drive users away </li></ul><ul><li>censor or allow militant moderators to take too much control over the conversation </li></ul>
    79. 96. Wikis <ul><li>A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools </li></ul><ul><li>Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it </li></ul>
    80. 97. Wikis <ul><li>DO </li></ul><ul><li>find references to your organization and have inaccuracies updated </li></ul><ul><li>read the terms of use to ensure you are allowed to edit an entry about you </li></ul><ul><li>research competition </li></ul><ul><li>use wikis to collaborate with your team </li></ul><ul><li>DONT </li></ul><ul><li>rely on social reference websites to be accurate </li></ul><ul><li>spam or overtly advertising – it could get you banned </li></ul><ul><li>use it for Search Engine Optimization (Wikipedia prevents search engines from following links) </li></ul><ul><li>Don’t sabotage competitor’s entries about competitors (You could get caught) </li></ul>
    81. 98. Virtual reality <ul><li>Internet-based 3D virtual worlds like Second Life or character-based Habbo Hotel reimagine a world with all its potential for commerce and branding </li></ul><ul><li>people interact through characters called avatars </li></ul><ul><li>residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another </li></ul>
    82. 99. Virtual reality <ul><li>hold media conferences, press shows, product launches </li></ul><ul><li>create and sell branded products accompanied by coupons and advertising for real-world stores </li></ul><ul><li>purchase land or rooms, build stores, and open for business </li></ul><ul><li>publish streams of audio or video on people’s properties </li></ul><ul><li>advertise </li></ul><ul><li>sponsor event and games </li></ul>
    83. 100. Virtual reality <ul><li>DO </li></ul><ul><li>Use it to generate publicity publicity for real world activities </li></ul><ul><li>find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated! </li></ul><ul><li>be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds. </li></ul><ul><li>DONT </li></ul><ul><li>just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. </li></ul><ul><li>be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother. </li></ul>
    84. 101. Podcasts Personal On-Demand Broadcast <ul><li>A podcast is a series of digital media files files which is distributed by syndicated download to your computer, for use on an MP3 player or computer </li></ul><ul><li>Podcasts can be simple recordings of conversations , presentations , or interviews </li></ul><ul><li>They’re a chance to provide build an audience around your brand or message. </li></ul>
    85. 102. Podcasts ( Personal On-Demand Broadcast ) <ul><li>DO </li></ul><ul><li>come up with a format ( form, topic, and duration) </li></ul><ul><li>prepare don’t script (or you’ll sound stiff) </li></ul><ul><li>use a good microphone (but no need to over produce) </li></ul><ul><li>promote your podcast on your website and podcast directories </li></ul><ul><li>DONT </li></ul><ul><li>worry about length </li></ul><ul><li>invest in a lot of equipment – simple tools and software are all you need to get going </li></ul><ul><li>leave too much time between podcasts – it could prevent you from building an audience </li></ul>
    86. 103. Really Simple Syndication (RSS) <ul><li>RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers </li></ul><ul><li>An RSS file - which is called a &quot;feed&quot; or &quot;web feed&quot; or &quot;channel” -contains either a summary of content from an associated web site or the full text (or an image) </li></ul><ul><li>An effective way to distribute your content automatically and lead users back to your website </li></ul>
    87. 104. Really Simple Syndication (RSS) <ul><li>DO </li></ul><ul><li>offer RSS feeds for your website’s blog , news , events , and podcasts </li></ul><ul><li>subscribe to RSS feeds relevant to your industry or interests </li></ul><ul><li>include a title and description only if you want to subscribers need to visit your site for the full story </li></ul><ul><li>but include full text to serve them better! </li></ul><ul><li>track your subscribers </li></ul><ul><li>DONT </li></ul><ul><li>spam your subscribers by including excessive advertising in your RSS feed </li></ul><ul><li>Don’t need everything – limit RSS feeds to content frequently updated </li></ul>
    88. 105. Social news & bookmarking <ul><li>Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks </li></ul><ul><li>Community can vote on submissions so they either rise to the top or drop to the bottom </li></ul>
    89. 106. Social news & bookmarking <ul><li>DO </li></ul><ul><li>add functionality to your pages to allow social bookmarking </li></ul><ul><li>link to relevant articles about news in your field </li></ul><ul><li>make friends with other bookmarkers in a legitimate way. </li></ul><ul><li>respect the terms of service </li></ul><ul><ul><li>reddit allows self-promotion, digg does not </li></ul></ul><ul><li>DONT </li></ul><ul><li>spam by consistently bookmarking your own material </li></ul><ul><li>cheat by tagging your bookmarks with irrelevant popular keywords </li></ul><ul><li>open multiple accounts and vote for yourself – you’ll be exposed </li></ul>
    90. 107. Antti Leino Planning director & content strategist @ avaus dialog Author of “Dialogin aika” and “.net. Verkkoviestinnän käsikirja” Interctive marketing specialist @ lowreality digital marketing www.twitter.com/anttileino www.facebook.com/anttileino www.linkedin.com/anttileino www.slideshare.com/anttileino [email_address] http://lowreality.blogspot.com WHAT I CAN DO FOR YOUR BUSINESS?

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