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Some is Conversation
 

Some is Conversation

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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 Some is Conversation Presentation Transcript

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