Social Media as a Part of InboundMarketingPresentation by Mikko Rindell at Turku University ofApplied Sciences, in Salo Finland (9.3.2012)
Content1. Company and personal introduction2. Inbound Marketing in a nutshell3. Social media as a part of Inbound Marketing4. Why businesses struggle to understand social5. Tools and strategy vs. Strategy vs. tools 6. Facebook Marketing7. ZMOT8. Paid – Owned – Earned9. Questions
Company Introduction" The initial idea of creating Tatami in 2007" Founded in 2008 by Joonas Rinne, Timo Humalamäki and Mikko Rindell
About myself" Studied Information Systems Science and IB at TSE " Co-founded Boost Turku entrepreneurship society 09-10" Co-founded Tatami in 2008, actively working since 2010" IB studies at Turku university of applied sciences in 2004-05" High School in Halikko
Company Introduction: Tatami" In 2008 we started as Search Engine Marketing service provider, with special understanding of Russian online media and search engines." Today we describe ourselves as Inbound Marketing Agency" We take care of our clients’ web presence, both locally and internationally
Take-away from this lecture1. Understand the basics of inbound marketing and why it is so powerful2. Understand the best way to use most of the Social channels3. Understand the difference between Paid, Owned and Earned4. Zero Moment of Truth
Inbound Marketing in a nutshellGET FOUND ENGAGE SELL/CONVERT CRO = Conversion Rate Op0miza0on Measurement (web analy0cs)
Inbound marketing in a nutshell" Inbound Marketing is a marketing strategy, in which the company aims to be discovered by its customers. " This is the opposite of traditional marketing, which focuses on ﬁnding customers and raising awareness among them." In the current ﬂood of advertising people is often tired with, and even educated to avoid, traditional advertising (TV, radio, direct mail, trade shows, cold calling etc.)
To keep it simple:" Make sure that your business can be found online" Turn your visitors & leads into customers by engaging them ﬁrst" Analyze and develop
How to do this?" By creating high-quality content (blogs, videos, guides etc.)" Use Search Engine Marketing in its different forms (so that the potential customers can ﬁnd your content)" Use social media systematically (for maintaining the contact to your prospects and spreading your content)
Tools for executing the inboundstrategy" Most of the tools used in inbound marketing are already used regularly by today’s marketers (at least digitally savvy ones)" An inbound marketer harnesses the full potential of these different tools" Tools can be divided into three categories: – Tools to get found – Tools to convert – Tools to analyze
Tools to get found " Blogging" Website management" Social media" SEO tools – On-page – Off-page
Tools to convert" Prospect intelligence" Lead intelligence" Landing pages" Email manager" Lead nurturing" A/B testing
Tools to analyze " Web analytics" Marketing analytics" Competitor tracking" Blog analytics Source: hJp://rogernolan-‐blog.com/ tag/web-‐analy0cs/
Why do companies have difﬁcultieswith inbound marketing?" It is still pretty unknown (especially in Finland)" Lack of knowledge in understanding the online environment" Hard to ﬁnd the time for blogging – To succeed in blogging you need to go all-in" It needs a lot of convincing that you should ﬁrst give away something for free before selling anything" Many others..
Social Media and InboundMarketing" Social media platforms are the place where businesses can easily engage their prospects and customers" Social Media is getting every day more and more important in sense how you discover new stuff" It is the place where content can be spread, or in best cases the content spreads virally" Inbound Marketing ≈ Content Marketing" Think about this (Kony2012): http://www.youtube.com/watch?v=Y4MnpzG5Sqc
Why most businesses strugglewith Social Media?" Let’s think about the past; the available channels were limited to few" Today’s marketers need to be awake all the time – E.g. Pinterest" Most businesses are mentally stuck in the era when just having a website was the thing Today it’s nothing!" The industry is still very young and evolving quickly
Why most businesses strugglewith Social Media?" When businesses are planning their digital presence they forget the basics" HUMANS want to interact with HUMANS" Many decision makers in companies just aren’t familiar with the tools by themselves" Acceptance of 24/7/365 presence" Many others?
Strategy vs. tools " It is widely accepted in the marketing literature that you ﬁrst need to form a strategy and after that you execute." This doesn’t apply to Social Media very well – WHY?" Back in the days businesses knew the channels based on which they could form the strategy – TV, Radio, News papers, Magazines, Trade shows, Outdoor advertising, cold calling etc." Today the executers need to get familiar with the channels ﬁrst
Facebook in Social MediaMarketing" Remember; Facebook alone is not Social Media – It’s huge though" Facebook Marketing can be divided into 3 different categories:1. Advertising; Ads and sponsored stories2. Applications3. Facebook Pages
Facebook Advertising" Precise targeting" Weak CTRs" Not differing a lot from traditional banner ads" Picture matters a lot
Facebook Pages " Used to interact with followers/fans" Still very weakly used by many businesses " THIS IS WHERE THE ACTUAL POTENTIAL OF SOCIAL MEDIA IS HIDDEN" Keyword for proper use CONVERSATION" Not a push channel
Other Facebook Marketing tacticsyou might not know about:" Facebook Insights for your website" Facebook comments – For a blog – For product pages " Facepile
Rand Fishkin blogged in July 2011• Social Media Marketing: Facebook + Twitter Aren’t Enough• Why is that?
But what about others (2011):100+ million 25+ million 10+ million Up-‐and-‐Comers users users users Facebook Reddit Tumblr Posterous StumbleUpon StackExchange TwiJer Flickr Care2 Namesake Slideshare Quora LinkedIn Yelp Scribd Foursquare DeviantArt Hunch Youtube Wikipedia Digg (fading) Forrst Delicious Dribbble Myspace (fading) (fading)
And Pinterest" At the moment 1.36 million users daily" Gender breakdown: Female 68%, Male 32%" Over 10.4 million registered users" 9 million monthly Facebook-connected users" BIGGEST TAKE-AWAY: It wasn’t on that list made 8 months ago.
ZMOT mixes with Social" This is already happening" It is somewhat unpredictable " Businesses and marketers who get this will win
Paid – Owned – Earned: buzzwords insocial media marketing
Paid – Owned – Earned: buzzwords insocial media marketing " The big question among Social Media Marketers at the moment is what is the best way to combine these?" Earned media is the one increasing most in importance" Marketers need to understand that Social Media is not vertical like advertising or PR but a horizontal layer" It is connected to businesses from customer service to customer acquisition to customer retention!" Measuring the VALUE of Social Media is important, it varies often according to campaign objectives
Thank you! Connect with us to keep yourself up-to-date:http://www.facebook.com/tatami.digitoimistoRead more on our blog at:www.tatami.ﬁ/blogi (only in Finnish)You’ll ﬁnd this presentation on Slideshare under the username ”tatamimedialabs”