I presented this piece at the Internet Marketing Conference (16 September 2010, Helsinki) about Valio\'s practical experiences of social media marketing so far. Conclusions include that the "boring stuff" about social media marketing - such as organization, training, planning, and the actual everyday doing - is the most crucial stuff for business success perspective. This is because social media marketing cannot be outsourced.

1. The ”Boring Stuff” about Social Media Marketing Joonas Rokka 16.09.2010 Internet Marketing Conference, Helsinki http://www.internetmarketingconference.com/helsinki

6. Valio, Finland’s biggest milk processor © Valio Ltd 04.10.10 Owners: 22 dairy co-operatives, about 10 000 Finnish milk producers Turnover: 1 844 million € in 2008 (30 % from abroad) Factories: 15 in Finland, 2 in Estonia and 1 in Belgium Subsidiaries: Sweden, Estonia, Lithuania, Latvia, Russia, Belgium, USA, China Sales: in over 60 countries Personnel: appr. 4 375 in Finland and abroad

7. Market shares in Finland (%) © Valio Ltd 04.10.10 Source: ACNielsen ScanTrack, moving annual total to 6th January 2008, market share by value Milk Cheese Cooking products Yoghurt Butter and spreads

8. Valio is the most responsible company in Finland © Valio Ltd 04.10.10 Finnish consumers named Valio the most responsible food company in 2009. Research made by Suomen Gallup Elintarviketieto Oy:n What is responsiblity according to Finnish consumers? High quality products, safety, freshness, enviromental issues, domestic.

14. Guidelines and support

15. Online forums 04.10.10

16. YouTube

21. 04.10.10

22. © Valio Oy 04.10.10

23. Twitter 04.10.10 Valio employs Twitter mainly for linking materials and news. More emphasis in Sweden and US than Finland.

27. Valio LinkedIn

29. Valio Consumer Council 04.10.10 Valio created a consumer council, where people are asked for feedback, ideas and comments

32. Netnography in brief © Valio Oy 04.10.10

33. Measurement of online buzz © Valio Oy 04.10.10

34. © Valio Oy 04.10.10

35. Valio ranks 2nd in online buzz

36. Valio, the most postive youth brand 2010 © Valio Ltd 04.10.10 19 th March 2010 Source: 15/30 Research