The document discusses web strategy and social media strategy. It emphasizes the importance of understanding your target audience and having clear goals for each channel. Key aspects of a good website mentioned include measuring tools, landing pages, visual design, easy navigation, and frequent updates. When using social media, the document advises talking to people in a clear, readable way and providing valuable content rather than just sales messages. It also warns about the risks of the Streisand effect if you overreact to criticism online. Throughout, it stresses measuring the results of each strategy using metrics like followers, shares, and comments.

1. WEB STRATEGY
WEB STRATEGY
WEB STRATEGY
WEB STRATEGY
WEB WEB STRATEGY
WEB STRATEGY
WEB STRATEGY
WEB STRATEGY
STRATEGY WEB STRATEGY
WEB STRATEGY
WEB STRATEGY WEB STRATEGY
WEB STRATEGY
WEB STRATEGY
WEB STRATEGY
Linda Saukko-Rauta

2. ”Let’s get a Facebook page
and let’s ask people to like us!”

4. What do you
give for the
target group?

5. You need to
plan ahead!

6. SOSTAC
Smith, 1997

7. Most important: People

9. A good company website?

10. A good company website?
• Measuring tools • SEO
• Landing page • Make it easy!
• Make it clear!
• Visual details
• Make it easy to
• Contact me! navigate!
• Call to action • Make it
• CMS (Technical trustworthy!
details) • Updated
http://www.internetmarkkinointi.com/

11. Goals

13. Talk to the people: Create value!
let them hear your voice! Content is the king!
Make your Think about
text readable! the channel!
Remember SEO!
Be clear and
precise! Do not underestimate people!
How?
€€€

14. How to know if the company is not
doing well in social media?
Sales and PR material
in every channel – and that’s about it.
99 % of the content does not affect people.
Questions, quizzes and competitions  Only about
their products!
“Reaction” to feedback gives them trouble.
Tero Heittola,
http://360astetta.fi/

15. The Streisand effect

16. Someone criticizes the
company in social media
”I’ll get into ”I evaluate
trouble.” the situation.”
Have you
You threaten You demand that mistreated the
with lawsuit the message is No
removed.
Yes client?
and court.
Take care of the Take care of the
You succeed only matter in your matter in your
The person feels himself in moving the own company, own company
threatened and defends discussion to apologize and and write a
himself with the means of another website. offer diplomatic
social media.
compensation. statement.
It’s a risk and the Streisand effect hits
in: the negative publicity towards your
company gets bigger and bigger.
Harto Pönkä, 2011

18. Measure it!

19. Visits, Sharing, Clicks, Downloads,
Views, Influencers Retweets, Proposals
Followers, Shares,  €€€
Mentions Replies,
Wall posts
Comments
http://www.socialmediaexaminer.com/

20. ?
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21. Thanks!
linda.saukko-rauta@jamk.fi
@saurau
Pics my own, this last one from stock.xchng