1. The document discusses strategies for effective B2B marketing in social media. 2. It notes that B2B marketing is different each time and must be measured to learn, improve and ensure the strategy is implemented properly. 3. The author argues that all marketing can be effective if the right metrics are used to understand what is working. Social media results come through ecosystems and are difficult to directly measure.

1. Social
Miten teet tuloksellista B2B-markkinointia
(sosiaalisessa mediassa)
Janne Saarikko
Strategy Director, Zeeland Oyj

2. Suomen 5. suurin markkinointiviestinnän palveluyritys
Laajin osaamisportfolio samassa tilassa,
erityisen vahvoina digimarkkinointi, sosiaalinen media
ja markkinoinnin analytiikka
120 työntekijää
Helsinki, Turku, Tallinna
Julkisesti noteerattu – First North -markkinassa

3. Tulos tai ulos,
markkinointi!

4. B2B-markkinointi on
erilaista, joka kerta.

5. Pitää mitata, jotta voi
oppia ja kehittyä.

6. Hyvää strategiaa
mitataan.

7. Mittarit kertovat miten
strategia on viety
käytäntöön.

8. Kaikki markkinointi voi
olla tuloksellista.
Tiedätkö mikä on?

9. Mutta, sosiaalinen
media ei toimi kuin
markkinointi.

10. Sosiaalisen median
tulokset tulevat
ekosysteemien läpi.
RFE (Return From Ecosystem)

11. Ja siksi sosiaalista
mediaa ei osata mitata.

12. Entäs sitten?

13. A Strategiaa sosiaalisessa mediassa - S3+E3
B Inbound vs. Outbound
C Social Media Slingshot-mittaamiskehys
D Pari esimerkkiä ja yhteenveto

14. Strategy
Process
Agile Strategy Roadmap

15. A Agile Strategy Process

16. A S3 Agile Strategy Creation Process
Client
Scenarios
Customers
Speed
1.
Guidance
Strategic
Planning
Priority
Competition
Research Future 2.
Trends Courage
• online 3.
• industrial
Technologies
Search Scenario Strategy

17. Agile | Fast | Simple

18. Vision

19. Vision
Strategy

20. Vision
Strategy

21. Vision
"Attitude"
"Foundation" "Action"

22. Vision
"Attitude"
"Foundation" "Action"

23. Vision
Strategic
Element 2
Strategic Strategic
Element 1 Element 3
Needed Needed Needed
Change Change Change

24. Vision
Strategic
Element 2
Strategic Strategic
Element 1 Element 3
Needed Needed Needed
Change Change Change
Metrics Metrics Metrics

25. Vision
Strategic
Element 2
Strategic Strategic
Element 1 Element 3
Needed Needed Needed
Change Change Change
Metrics Metrics Metrics
Tactics
Action 1
Action 2
Action 3
Action 4

26. Vision
Strategic
Element 2
Strategic Strategic
Element 1 Element 3
Needed Needed Needed
Change Change Change
Metrics Metrics Metrics
Tactics
Action 1
Action 2
Action 3
Action 4

27. Vision
Strategic
Element 2
Strategic Strategic
Element 1 Element 3
Needed Needed Needed
Change Change Change
Metrics Metrics Metrics
Tactics
Action 1
Action 2
Results
Action 3
Action 4

28. Agile | Fast | Simple

29. Inbound vs.
outbound?

30. Itʼs all about selling in the end
Permissi
on to
sell
r y
ego
Cat
B rand
Awareness - Inbound Sales - Outbound

31. Mittaamiskehys
1) Mittaamiskehys, jossa määritellään organisaation tapa arvottaa
sosiaalisen median toimenpiteitä.
Mittaamiskehyksen avulla voidaan johtaa liiketoiminnalliset
tavoitteet yksittäiselle sosiaalisen median toimenpiteelle ja täten
myös seurata toimenpiteen onnistumisia.

32. ual dia
Vis Me
ial ring
oc asu
S e
M
SOCIAL
{ Miikka Leinonen
Janne Saarikko }
MEDIA
SLINGSHOT

33. Social media
is effective!
Social Media
Managers

34. Social media No.
is effective! Social media
is trendy.
Social Media Business
Managers Management

35. Social media No.
is effective! Social media
is trendy.
Social Media Business
Managers Management
We need more
money!

36. No.
Social media Social media
is effective! is trendy.
Social Media Business
Managers Management
I'll rather
We need more use money
money! for something
tried and
proved.

37. Social media
is effective! Social media
is effective!
Social media
is effective!
Social media
is effective! Social media
is effective!
Social Media Business
Managers We need
Management
more
money!
We need
more
money! Come back when
We need
more you have
money! We need
something.
more
money!
We need
more
money!

38. Social Media Business
Managers Management
Social media managers lack Business managers lack
deep knowledge of deep knowledge of
the business. social media.

39. How can we bridge this
gap?
Social Media Business
Managers Management
Social media managers lack Business managers lack
deep knowledge of deep knowledge of
the business. social media.

40. SOCIAL MEDIA SLINGSHOT
THEORY

41. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media

42. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Handled by the social Handled by the
media people. business people.

43. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Set your
goal.
Business
goal

44. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Choose your
actions. Set your
goal.
Action Business
goal

45. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Choose your
monitors.
Views Recommendations New contacts
Action Business
goal

46. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Choose your
monitors. Set your
mid-goal.
Views Recommendations New contacts
Action Business
goal

47. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Shoot!
Views Recommendations New contacts
Action Business
goal

48. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Views Recommendations New contacts
Action Business
goal

49. SOCIAL MEDIA SLINGSHOT
Measuring social Measuring business
media
Study
end results.
ROI
-100% 0% 100% 200% 300%
Action Business
goal

50. SOCIAL MEDIA SLINGSHOT
Learn to create scenarios.
ROI-100% 0% 100% 200% 300%
Action Business
goal

51. SOCIAL MEDIA SLINGSHOT
Learn to create scenarios.
Learn to calculate probabilities.
ROI -100% 0% 100% 200% 300%
Action Business
goal

52. SOCIAL MEDIA SLINGSHOT
Learn to create scenarios.
Learn to calculate probabilities.
Learn your common language.

53. EXAMPLE

54. Esim: Viraalivideo
Measuring social Measuring business
media
5 000
kävijää tarjoussivulle
100 000 500 uutta tilausta
katselukertaa
-300% -200% -100% 0% 100% 200% 300%
Tulos:
Viraalivideo 500x78€
15 000 €
ROI=260%

55. Case: Grasshopper
Rebranding campaign to a B2B company offering
advanced phone number service to companies
Idea & Objective
Make people excited about being an entrepreneur
and visiting Grasshopper site to get awareness
among entrepreneurs about Grasshopper
offering.
Activity
Sending 5,000 chocolate grasshoppers to
influencers with a URL to the motivational video,
and then further to Grasshopper.com
Results

56. Sosiaalisen media
tulokset tulevat
ekosysteemien läpi.

57. Yhteenveto
Liitä sosiaalinen media strategiaan
Rakenna strategiset mittarit
Inbound ja/tai outbound
Toimi, mittaa ja kehitä
Some ei ole erillinen eläin!

58. Janne Saarikko
Twitter.com/saarikko
Facebook.com/saarikko
Facebook.com/ZeelandGroup
Twitter.com/ZeelandGroup