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Vpk Digital Marketing042009

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    • 1. Ulkoisten verkkopalvelujen kehittäminen Antti Leino Interactive producer / advisor 27 April 2009
    • 2. Digitaalisuuden trendejä Verkkopalvelun rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaaliset mediat, podcasting, blogit....
    • 3. Trend in Digital Communication
    • 4. Key technology trends
      • • Microprocessors • Storage technologies
      • • Telecommunications • Development tools
    • 5. Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten teknologian suomat mahdollisuudet muokkaavat käyttäytymistapojamme kuluttaa viestejä, jaella viestejä ja luoda omia viestejä. " "
    • 6. Web 1.0 vs Web 2.0 vs … 2.0 1.0 Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html DoubleClick, bannerit  Google AdSense, semanttinen mainonta Kodak Ofoto  Flickr Akamai  BitTorrent mp3.com  Napster Britannica Online  Wikipedia Omat kotisivut  Blogit –verkkopäiväkirjat URL-varailu  Hakukoneoptimointi Sivunäytöt (CPM)  Osuman hinta (CPC, cost per click) Julkaiseminen  Osallistuminen Sisällönhallinta-järjestelmät  Wikit Hakemistot (Taksonomia)  Tagit ("folksonomia") Kiinteät sisällöt  Sisällön syndikointi
    • 7.
      • Trends in consumer behaviour
      • Consumers will take control to fast forward, skip, or delete.
      • Market segments are defined by needs and preferences.
      • Consumer are content providers - personal blogs, sharing videos, photos and illustrations, giving comments and spending time in virtual worlds
      • Multiple consumer touchpoints.
    • 8.
    • 9.
    • 10.
    • 11. Digitaalisuuden uudet mahdollisuudet
    • 12. Digital Opportunities
    • 13.
    • 14.
    • 15. “ Play” vs. “Search” SEARCH INFORMATION PLAY
      • KEY ISSUES:
        • Experiences
        • Entertainment
        • Surprises
        • Appealing to feelings
        • Branding
      • KEY ISSUES:
        • Usability
        • Logicality
        • Rapid response
        • Rationality
        • Branding
      Both functionalities are needed for a successful online service. Focus of the digital efforts define the more dominant dimension.
    • 16. Inform Activate Engage
    • 17. Objectives: activating and engaging consumers
    • 18. Objectives: Informing consumers
    • 19. Objectives: informing, activating, engaging consumers
    • 20. Bought media Earned media Own media
    • 21. Key questions for marketers
      • How to guide customers´ actions in digital environments?
      • How to integrate that with everything else company does?
      • How to create and sustain real two-way communication relationship?
    • 22. All marketing efforts are are tied together with a web site WWW See ad (Tv,print, radio,..) E-mail Campaign (mini site) Event Competition ym... Brochure Order e-mail Join the site Order brochure Invitation Sign-in for event
    • 23. Some digital opportunities
      • An advertiser’s own digital properties:
          • Home page
          • Sales channel
          • Campaign landing pages
          • Content / Web films / rich brand experiences
      • Video sharing Web sites:
          • YouTube, Revver, Guba
      • Media hardware gateways:
          • Xbox, PS3, Slingbox/Squeezebox, Sonos, TiVo 2.0/DVRs
      • Social networking environments:
          • MySpace, Xanga, Hi5, Facebook
      • Picture and slideshow sharing environments:
          • Slide, Piczo, Photobucket, Flickr
      • E-mail marketing
      • Search engine marketing
          • Windows Live Search, MSN, Google Adsense, Yahoo! Panama
        • Immersive game environments:
            • Second Life, Doppelganger, Habbo
            • In-game advertising
        • Mobile service providers and services:
            • 3rdScreen, Vcast
            • Vodafone and other global phone/service providers
            • DoCoMo I-Mode (Japan)
        • Out-of-home environments:
            • Digital billboards, posters, jumbotrons, etc.
            • POS Digital displays
            • Short code redemption offers
        • Other advertising buying/serving optimization technologies:
            • Blind networks , V iral/P2P , IPTV , SpotRunner, Blue Lithium
        • Branding opportunities:
            • Web site design and development
            • Content
            • Applications
            • Games
    • 24. Digital communication objectives Example: e-mail newsletter
      • Sell - Grow sales - the e-newsletter often acts as both a customer acquisition tool and a retention tool.
      • Serve - Add value, give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector.
      • Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking which content are people most interested in.
      • Save - Save costs, of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with.
      • Sizzle - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values.
      “ 5s”
    • 25. SOCIAL MEDIA
    • 26. What is ”social media”?
      • Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.
      • Social media can take many different forms, including text, images, audio, and video.
      • Popular social mediums include blogs , message boards , podcasts , wikis , and vlogs .
    • 27.
      • ” Maailmassa on 110 miljoonaa Ted Turneria.”
      • Anssi Vanjoki, Nokia
    • 28.
      • Mistä sosiaalisessa mediassa, yhteisöissä, on kyse?
      • Olemme kansoittamassa webbiä
      • Luomme rakenteita, joissa ihmiset viettävät aikaa keskenään
      • ” Oleskelutiloja”
      • Sosiaalinen "tunne" on ratkaiseva
      • Jos taustasi on ravintolabusineksessä pärjäät todennäköisesti paremmin kuin ollessasi lehtikustantaja
    • 29. Consumers are creating their own media 21% suomalaisista Facebookissa aktiivisia (1,1M)
    • 30. User-generated content will be next big challenge
    • 31. User-generated content creates stickyness and loyalty
    • 32. User-generated content is often authentic and “real”...
    • 33. User-generated content / sharing
    • 34.
    • 35.
    • 36. Case Igglo.fi
    • 37.
    • 38. Virtual communities will be “just communities”
    • 39. Yhteisön luomisen muistisääntöjä
      • Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin näin
          • 1% osallistuu sisällön tuottamiseen
          • 10% osallistuu kommentointeihin ja arvioihin
          • 89% kuluttaa
      • Forresterin kyselytutkimukset jakaa käyttäjät osallistumisen mukaan
          • 13% luo sisältöä
          • 19% osallistuu blogien kommentoinneilla ja arvosteluilla
          • 15% keräilee rss-syötteitä ja merkitsee sivuja del.icio.us tai technorati -palveluilla
          • 19% liittyy sosiaalisen median yhteisöihin
          • 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja
          • 52% ei osallistu lainkaan sosiaalisiin medioihin
      • Viisi vihjettä osallistumisen suunnitteluun:
          • Ymmärrä kohderyhmäsi sosiaalisen median käyttöprofiili
          • Kartoita käyttäjien osallistumistavat – nyt ja tulevaisuudessa
          • Luo useita osallistumispisteitä
          • Tee luomisesta ja osallistumisesta helppoa ja nopeaa
          • Varustaudu osallistumisen tuomaan avoimuuteen ja kritiikkiin
    • 40. Some examples
      • http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=70704182
      • http://www.flickr.com/photos/tags/maybelline/
      • http://hotlists.hotornot.com/Style-g21035-Maybelline.html
      • http://technorati.com/tag/Maybelline
      • http://www.thisnext.com/tag/maybelline/
    • 41. Wiki : yhteinen muisti
      • A wiki is an easy way for a group of users to collaboratively author content.
      • Popularized by the community-created encyclopedia web site Wikipedia, ( www.wikipedia.org )
      • Wiki lets visitors "easily add, remove, and otherwise edit and change available content."
      • That kind of user collaboration is sparking the interest of marketers
      • Marketers are increasingly trying to get customers more involved and engaged with the products.
      • A perfect intranet/extranet tool to share ideas and collect information.
    • 42. Background thoughts
      • The “wiki” is in its early days as an external marketing tool
        • Wikipedia web site is sixth-most-visited collection of web properties (several language versions) in the world, 165 million unique visitors in December 2006 (ComScore)
      • So how is a wiki different from a message board or corporate blog?
        • a wiki is a more sophisticated
        • easily updated
        • incarnation of a message board
        • message boards can be difficult to follow
          • the same questions are often asked in different spaces
          • and are only for the uber-engaged readers
        • user will have the control!
    • 43. Case Mavswiki, collaboration
    • 44. Benefits of wiki
      • Wiki stays more current and can end up involving more people.
      • Because wiki relies on the wisdom of crowds it can help marketers address the issues of most concern
      • Brands eventually will adopt brand-related "advocacy wikis"
        • For example, Pepsi, which is launching a healthful-lifestyle push, could sponsor “a wellness wiki”
        • EBay has used wikis in its customer-support section, letting users collaboratively write answers to frequently asked questions.
    • 45. Yritysbloggaus
      • Informal corporate communication
      • An extension of public relations and customer service
        • Qualitative research would migrate blog format as well
      • Do back-end work of research to decide what they want to accomplish, what they want to say and how they'll say it
      • Appoint or hire (1) someone to write and (2) someone monitor the blog posts and responses.
      • “ Proceed with caution”
        • Fastlane blog by General Motors' Bob Lutz
    • 46. Informaation jakelu : podcasting
      • A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers .
      • The term podcast , like broadcast , can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting .
      • The term, as originally coined was meant as a combination of "broadcasting" and " iPod ".
    • 47. Informaation jakelu : RSS syöte
      • Real Simple Syndication RSS is a feed format used to publish frequently updated content such as blog entries, news headlines, and podcasts
      • An RSS document (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.
      • RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays.
    • 48. Widgets: ole läsnä
      • Small straightforward applications that can run on your desktop or online:
        • floating clock faces, scoreboards, weather monitors, link collections
        • miniature, portable web experiences
        • that can be installed on your computer or
        • Increasingly embedded in MySpace or Facebook pages, in personalized home pages such as iGoogle, or on blogs.
    • 49.  
    • 50.  
    • 51.  
    • 52. Mobile: 7th massmedia
    • 53. Consumer Driven Innovation
      • Building a loyal community of consumers
    • 54. P&G: Tremor innovation panels Tremor is a marketing service - powered by The Procter & Gamble Company - that develops word-of-mouth marketing programs. http://www.tremor.com/
    • 55. P&G: closes innovation loop
    • 56. Mercedes: integrate content from enthusiasts
    • 57. Tripadvisor: Ratings by clients http://www.tripadvisor.com/
    • 58. Ducati: Clients participate in product development SportClassic - More than 12.000 answers
    • 59. Thank you! Antti Leino [email_address] www.lowreality.com www.linkedin.com/in/anttileino Two favorite promotional sites http://www.vitaminwater.com/ http://www.comeclean.com