Sotsiaalne Meedia


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Tallinna Konverentside seminaril ette kantud internetiturundus ja sotsiaalne meedia. 26.11.2008

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  • Eesmärk Sisu Lingid Sotsiaalne meedia liigutab turundust tavalise suhtlemise suunas. Me võime oma sõpradega brändidest rääkida, aga me ei piki oma jutu vahele reklaamteateid. CGM Härri Potteri thempark Avalik suhtlus / tagasiside Blogimine Sotsiaalsed kanalid Põhjus teistele edasi rääkida Olla kogukonna liige Anda tasuta väärtust iniestele Pole tele Eesti on väike Ei ole reklaam!!! Social Media Marketing is not about spamming. It is not about copying certain links and spamming it in discussion groups and forums. It is important to create value for the people with whom you are dialoguing. Refer to Cluetrain Manifesto that sets up the premise for social media marketing. Social Media Marketing is all about collaboration between people. It is about participating with everyone and sharing information. It is as much about giving as it is about receiving from the group. The premise of social media marketing is engaging with the consumer and providing value. It is important to maintain the sanctity of conversational economy Milleks on veebileht Host a blog Build Communities Share positive and negative reviews: The framing for conversational marketing should be conversation, not marketing. Think about what you want in a conversation, and let that lead your marketing. -- Doc Searls The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude. There is no “audience” in a conversation. If we must label others in conversation, let’s call them partners. People in productive conversation don’t repeat what they’re saying over and over. They learn from each other and move topics forward. Conversations are about talking, not announcing. They’re about listening, not surveying. They’re about paying attention, not getting attention. They’re about talking, not announcing. “ Driving” is for cars and cattle, not conversation. Conversation is live. Its constantly moving and changing, flowing where the interests and ideas of the participants take it. Even when conversations take the form of email, what makes them live is current interest on both sides. What this means for conversational marketing is that brands must be living things too. Not just emblems. Real. Conversational marketing is carried out by human beings, writing and speaking in their own voices, for themselvesnot just for their employers. Constant. Conversational marketings heartbeat is the human one, not some media schedule. Brands need to work incessantly to be understood within the context of the market conversation and to earn and keep the respect of their conversational partners. Genuinely interested. Intellectual engagement cant be fakedat least for long. Current interest is what keeps conversations going, and its the key to sustained brand presence. Intent on learning. Every participant who stays with the conversation learns. Humans are distinguished by their unlimited capacity to learn. This should be no less true of brands than it is of individuals. Humble. The term “branding” was born in the cattle industry and borrowed by advertising and mass media at the height of the Industrial Age. In those days the power to inform was concentrated in the hands of a few giant companies. Now it’s in everybody’s hands. Attentive. In the old days, brands wanted everybody else to pay attention to them. Now brands need to pay attention to everybody else. Personal. No individual outsources their conversation or their education. This is no less true of brands than of people. Because brands today are people. Smart brands reward individual employees for engaging in market converstions. ----- Tooted saavad paremaks, sest tagasiside tuleb otse tarbijalt Tasuta klientide poolt antud hinnangud osutuvad väärtuslikumaks kui meediareklaam Sotsiaalsed kanalid aitavad klientidel leida täpselt sed, mida neil vaja on Uus moodus klientidega töötamiseks Blogs, podcasts, video sharing Inimesed saavad anda tagasisidet/hindeid, organiseerida/sildistada, promo/arvamused Sotsiaalne meedia annab võimalusi leida ja suhelda inimestega, kellel on huvi Social Media in Plain English ------------ Näiteid härri potter masendav keskkerakond
  • Sotsiaalne Meedia

    1. 1. Sotsiaalne meedia ja turundus Priit Kallas
    2. 2. ?
    3. 3. turundus 1.0 <ul><li>Kommertsõnumi viimine tarbijani </li></ul><ul><li>Massimeedia </li></ul><ul><li>Ühesuunaline </li></ul><ul><li>Spämm </li></ul>
    4. 7. don't panic
    5. 8. sotsiaalne meedia
    6. 9. turundus 2.0
    7. 11. kontroll
    8. 12. kaaslaste arvamus
    9. 13. usaldus
    10. 14. &quot;Person like themselves&quot; still most trusted source for information about a company and, therefore, products. (Edelman Trust Barometer, November 2007) | consumer recommendations are the most credible form of advertising among 78% of the study’s respondents . (Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”) | consumer content as the #1 aid to a buying decision , cited by 91% of respondents. (JC Williams Group, 2006) | 70% said they had done internet research on &quot;everyday grocery products,&quot; and 63% said they had done so for health and beauty products. (Prospectiv, 2007) | 82% of those who read reviews said that their purchasing decisions have been directly influenced by those reviews. (Deloitte & Touche) | 92% deemed customer reviews as “extremely” or “very” helpful . (eTailing Group) | 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. (Major consumer electronics retailer/iPerceptions study) | 90% of UK shoppers surveyed said they wish they could communicate directly with businesses (1&1, October 2007)
    11. 15. vahendid blogid, foorumid, sotsiaalsed keskkonnad, uudised, vikid, lemmikud, arvamused, pildid, videod, audio, virtuaalmaailmad, online mängud
    12. 17. kuidas vestluses osaleda?
    13. 18. foorumid
    14. 19. 606 foorumit
    15. 20. hindamine arvustused kommentaarid
    16. 21. blogid
    17. 44. hirmud <ul><li>negatiivne tagasiside </li></ul><ul><li>töömaht </li></ul><ul><li>ei oska </li></ul><ul><li>ei julge </li></ul><ul><li>kedagi ei huvita </li></ul><ul><li>kontrolli kadumine </li></ul>
    18. 45. So what? <ul><li>Baas </li></ul><ul><li>Esitle end eksperdina </li></ul><ul><li>Loo suhteid </li></ul><ul><li>Usaldus </li></ul><ul><li>Nähtavus internetis </li></ul><ul><li>Koostöö (sees/väljas) </li></ul><ul><li>Teadmiste kogumine </li></ul><ul><li>Värbamine </li></ul><ul><li>Ideed, arendus, tagasiside </li></ul><ul><li>Otsimootoriturundus </li></ul><ul><li>Odav </li></ul>
    19. 46. Kokkuvõte <ul><li>Alusta blogiga </li></ul><ul><li>Võimalda inimestel anda avalikku tagasisidet </li></ul><ul><li>Uuri, kus inimesed Teie valdkonnast räägivad ja räägi kaasa </li></ul>
    20. 48. Tänan! <ul><li>Küsimused? </li></ul><ul><li>Priit Kallas - </li></ul><ul><li> </li></ul>!?