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Vpk Digital Marketing042009 Vpk Digital Marketing042009 Presentation Transcript

  • Ulkoisten verkkopalvelujen kehittäminen Antti Leino Interactive producer / advisor 27 April 2009
  • Digitaalisuuden trendejä Verkkopalvelun rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaaliset mediat, podcasting, blogit....
  • Trend in Digital Communication
  • Key technology trends
    • • Microprocessors • Storage technologies
    • • Telecommunications • Development tools
  • Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten teknologian suomat mahdollisuudet muokkaavat käyttäytymistapojamme kuluttaa viestejä, jaella viestejä ja luoda omia viestejä. " "
  • 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
    • 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.
  • Digitaalisuuden uudet mahdollisuudet
  • Digital Opportunities
  • “ 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.
  • Inform Activate Engage
  • Objectives: activating and engaging consumers
  • Objectives: Informing consumers
  • Objectives: informing, activating, engaging consumers
  • Bought media Earned media Own media
  • 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?
  • 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
  • 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
  • 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”
  • SOCIAL MEDIA
  • 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 .
    • ” Maailmassa on 110 miljoonaa Ted Turneria.”
    • Anssi Vanjoki, Nokia
    • 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
  • Consumers are creating their own media 21% suomalaisista Facebookissa aktiivisia (1,1M)
  • User-generated content will be next big challenge
  • User-generated content creates stickyness and loyalty
  • User-generated content is often authentic and “real”...
  • User-generated content / sharing
  • Case Igglo.fi
  • Virtual communities will be “just communities”
  • 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
  • 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/
  • 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.
  • 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!
  • Case Mavswiki, collaboration
  • 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.
  • 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
  • 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 ".
  • 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.
  • 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.
  •  
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  • Mobile: 7th massmedia
  • Consumer Driven Innovation
    • Building a loyal community of consumers
  • 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/
  • P&G: closes innovation loop
  • Mercedes: integrate content from enthusiasts
  • Tripadvisor: Ratings by clients http://www.tripadvisor.com/
  • Ducati: Clients participate in product development SportClassic - More than 12.000 answers
  • 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