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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
  • Transcript

    • 1. 1 Miten onnistut sosiaalisessa medissa 2 Sosiaalisen median työkaluja
    • 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. Internetin sosiaaliset verkostot ja niihin liittyvät työkalut kiinnostavat ja koukuttavat ihmisiä 75% aikuista käyttää jonkinlaista sosiaalisen median olomuotoa säännöllisesti
    • 4. VARFÖR?
    • 5. Maslow tiesi jo aikoja sitten sen!
    • 6. ja…
    • 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. Ystävän suositus* on vahva signaali
    • 9. Online-arvostelut ovat tärkeä päätöksen- teon tekijä
    • 10.  
    • 11. Ford Fiesta Movement
    • 12. *Malcom Gladwell, The Tipping Point
    • 13.  
    • 14. Millainen on kohderyhmäsi online-käyttö? Mitä sivustoja he käyttävät? Miten? Mihin?
    • 15. Asiantuntijat (mavens) “tiedän ensin” Yhdistäjät (connectors) “jaan mitä tiedän” Vaikuttajat (salespeople) “tämä on tosi koska…”
    • 16. Tunnista seuraamalla* oikeita ryhmiä ja jopa henkilöitä sekä tietysti sivustoja * on olemassa myös ihan ilmaisia verkon keskusteluiden seurantatyökaluja
    • 17. 1-9-90 –periaatteen mukaan markkinoijan tulisi tunnistaa asiantuntija- ja yhdistäjä-asiakkaat 1% Creators 9% Editors/Critics 90% Audience
    • 18.  
    • 19. Rich Marcotte, Major of Southwest, influencer “ Creating customer evangelists: how loyal customers become a volunteer sales force”
    • 20.
      • 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
    • 21.  
    • 22.  
    • 23. 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
    • 24. Mikä saa ihmiset puhumaan sinusta? Tabu Epätavallinen Huumori Järjetön Salainen Humanitäärinen Insentiivi Hyvä palvelu / huono palvelu Loistava / erilainen / kaunis / huono tuote
    • 25.  
    • 26.  
    • 27. ONKO SINULLA SISÄLTÖÄ, JOKA ON KIINNOSTAVAA??
    • 28. Ystävällistä ja ihmisen tekemää Selkeää ja johdonmukaista Auttaa ja on ajankohtaista Järkevää ja relevanttia Viihdyttäa
    • 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
    • 30. 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
    • 31. 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.
    • 32.  
    • 33. “ Epidemia” Asiakkaiden valituksia listaava sivusto “ Käänne” Yrityksen perustama yhteisö
    • 34. “ Epidemia” Tammikuu 2007 Asiakaskato Koventunut kilpailu Tulos ja kurssi laskevat ($35 > $8) “ Käänne” Yrityksen perustama yhteisö (2008)
    • 35. Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars
    • 36.  
    • 37.  
    • 38. SOSIAALISEN MEDIAN TYÖKALUT
    • 39. 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)
    • 40. 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
    • 41. 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
    • 42. 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
    • 43. 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
    • 44. Sivun tulee olla aktiviteettien keskipiste www.facebook.com/adidasoriginal
    • 45. Sivun luominen
      • Osoite: http://www.facebook.com/pages/
      • Klikkaa nappia
      • Sisällön lisääminen
      • Näkyvyyttä
    • 46.  
    • 47. Sisältösuunnittelma
      • Helposti päivitettäviä
        • Logo
        • Yritysinformaatio (Tiedot)
        • Kuvia ja albumeja
        • Videoita
        • Tapahtumat
        • Kolumneja (Muistiinpanot)
        • Blog syötteet (RSS)
    • 48. 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
    • 49. 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
    • 50.  
    • 51.  
    • 52.  
    • 53.  
    • 54. 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.
    • 55. Neljä omaa ystävää yhdelle Sivulle johtaa kiinnostukseen myös itse tutustua Sivuun
    • 56. PÄIVITYSTEN AJOITUS 10-13 lounaan ympärillä 16-18 ennen kotiin lähtöä 22-24 ennen nukkumaan menoa
    • 57. Minimi 1000 fania synnyttää viraaliefektiä
    • 58. 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
    • 59. Facebook Advertising / Design
      • Ad message (title and body)
      • Image (make it compelling)
      • Destination URL (where you want the ad to take people)
    • 60. Facebook Advertising / Targeting
    • 61. 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)
    • 62. 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
    • 63. 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
    • 64. 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
    • 65. There is more than FACEBOOK Germany: meinVZ Russia: vKontakte
    • 66. 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
    • 67.  
    • 68. 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
    • 69. 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
    • 70. 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
    • 71. 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
    • 72. 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
    • 73.  
    • 74. 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
    • 75. 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?
    • 76. 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
    • 77. 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
    • 78. Profiili = käyttäjätunnus avoimesti mainostaja. Kuvaus ohjaa www-sivustolle
    • 79. Perustaja tällä kertaa filmituotantoyhtiö Vain videojakoon, ei ohjausta saitille Otsikossa brändi-nimi ja official version “leima”)! (huomaa katsojamäärät!)
    • 80.
    • 81.
    • 82.
    • 83. 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
    • 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?
    • 85. 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
    • 86. Kuva on elämää
    • 87. Kuvat kertovat aitoudesta, tilanteesta ja paikasta
    • 88. 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
    • 89. 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
    • 90. Hotellit Ravintolat Tapahtumapaikat Erikoisliikkeet Mainos- ja PR-toimistot Promootiot & tapahtumat
    • 91.
    • 92.
    • 93. 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)
    • 94. 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
    • 95. 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
    • 96. 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
    • 97. 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)
    • 98. 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
    • 99. 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
    • 100. 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.
    • 101. 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.
    • 102. 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
    • 103. 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
    • 104. 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
    • 105. 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
    • 106. 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
    • 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?