Ulkoisten verkkopalvelujen kehittäminen  Antti Leino Interactive producer / advisor 27 April 2009
Digitaalisuuden trendejä Verkkopalvelun  rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaal...
Trend in Digital Communication
Key technology trends <ul><li>•  Microprocessors • Storage technologies </li></ul><ul><li>•  Telecommunications • Developm...
Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten  teknologian suomat mahdollisuudet  muokkaavat käyttäytymista...
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  ...
<ul><li>Trends in consumer behaviour   </li></ul><ul><li>Consumers will take control to fast forward, skip, or delete. </l...
Digitaalisuuden uudet mahdollisuudet
Digital Opportunities
“ Play” vs. “Search” SEARCH INFORMATION PLAY <ul><li>KEY ISSUES: </li></ul><ul><ul><li>Experiences </li></ul></ul><ul><ul>...
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 <ul><li>How to guide customers´ actions in digital environments? </li></ul><ul><li>How to inte...
All marketing efforts are are tied together with a web site WWW See  ad (Tv,print, radio,..) E-mail Campaign (mini site) E...
Some digital opportunities <ul><li>An advertiser’s own digital properties: </li></ul><ul><ul><ul><li>Home page </li></ul><...
Digital communication objectives Example: e-mail newsletter <ul><li>Sell -  Grow sales - the e-newsletter often acts as bo...
SOCIAL MEDIA
What is ”social media”? <ul><li>Social media  describes the  online   tools and platforms  that people use to share opinio...
<ul><li>” Maailmassa on 110 miljoonaa Ted Turneria.”   </li></ul><ul><li>Anssi Vanjoki, Nokia </li></ul>
<ul><li>Mistä sosiaalisessa mediassa, yhteisöissä, on kyse? </li></ul><ul><li>Olemme kansoittamassa webbiä </li></ul><ul><...
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 <ul><li>Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin näin </li></ul><u...
Some examples <ul><li>http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=70704182 </li></ul><ul><li...
Wiki : yhteinen muisti <ul><li>A wiki is an easy way for a group of users to collaboratively author content.  </li></ul><u...
Background thoughts <ul><li>The “wiki” is in its early days as an external marketing tool </li></ul><ul><ul><li>Wikipedia ...
Case Mavswiki, collaboration
Benefits of wiki <ul><li>Wiki stays more current and can end up involving more people.  </li></ul><ul><li>Because wiki rel...
Yritysbloggaus <ul><li>Informal corporate communication </li></ul><ul><li>An extension of public relations and customer se...
Informaation jakelu : podcasting <ul><li>A  podcast  is a series of  digital-media files  which are distributed over the  ...
Informaation jakelu : RSS syöte <ul><li>Real Simple Syndication  RSS  is a  feed  format used to publish frequently update...
Widgets: ole läsnä <ul><li>Small straightforward applications that can run on your desktop or online: </li></ul><ul><ul><l...
 
 
 
Mobile: 7th massmedia
Consumer Driven Innovation <ul><li>Building a loyal community of consumers </li></ul>
P&G: Tremor innovation panels Tremor is a marketing service - powered by The Procter & Gamble Company - that develops word...
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 ht...
Upcoming SlideShare
Loading in...5
×

Vpk Digital Marketing042009

393

Published on

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
393
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • Transcript of "Vpk Digital Marketing042009"

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

    ×