1. Hello Social Media Forum
@artojoensuu #smf2011 #dubizzle

2. Social media is not a
campaign, it’s a
commitment

3. Our mission statement
“Being bound emotionally/intellectually to
a course of action or to another
person/other persons”

5. Marketing as a conversation

6. http://www.flickr.com/photos/powerhouse_museum/2414451497/sizes/z/in/photostream/

7. Marketing as monologue

10. Digital marketing evolution
Online Marketing Display Contextual Age of
Experimentation Advertising Keywords Collaboration
1994-1997 AD 1996-2000 AD 1999-current 2006 >>
REF: Alex Nieminen

11. Consumer engagement redefined
81% of Internet sessions TODAY’S SEARCH
start with a SEARCH
SEO SEM
SMO

12. Today’s MEDIA redefined

13. = the consequence

14. Earned Burned
Relationships
Enablers Bought Human
Owned Traded

15. You get what you deserve
Earned = happy Burned = unhappy
customers, fans, customers, detractors,
advocates churn

16. Human: CRM -> ARM
Experimenters
News breakers
Evangelists
Experts & Gurus
Detractors
The advocacy model www.1000heads.com

17. The landscape has changed
Company Perspective & Control Customer Perspective & Control

18. Conversations are the new conversion

19. Stop replacing TIME with
MONEY.

20. HOW?

21. 1st: We listen
Where are people talking? Venues?
What are they saying?
Who is, who isn’t? Influencer/detractor mapping
Polarity?
Volumes? Sentiment? Episodes? etc

22. 2nd : We define our strategy
= Help
= Enable
= Listen
= Participate
= Sell

23. 3rd : We set our KPI’s (and commit)
Fans & followers, REACH/AWARENESS
Impressions, Posts
Interactions, Page
ENGAGEMENT
views, Responses
Registrations,
Referred Traffic, CONVERSION
Online Sales
BUY SELL
Returning users,
Customer lifetime RETENTION
value, Retention

24. Concept
4th : We convince the finance guy
Production
Media Buy
“Non-working “Working “Non-working “Working
Media” Media” Media” Media”
15% 15% 70% 30% 30% 40%
Before the Internet After the Internet

25. 5th : We tackle the human & machine

26. 6th : We align + train across the “A team”
Care
HR
Technology
Marketing, PR & Sales

27. 7th : We build to live, not to die
Social media is not a
campaign, it’s a
commitment

28. Conversations are the new conversion

29. In Summary
Listen before you leap
Define your strategy. HELPS can help
Set your KPI’s & work the “non-working”
Execute across “Human” & “Machine” sides of social
Social is not a silo. Align across your organization
Treat social as a commitment, not a campaign
Be brave

30. Thank You!
Thank You
Arto Joensuu
“el comandante”
Marketing Director, Dubizzle.com
@artojoensuu
Facebook.com/dubizzle
@Dubizzle