Miten teen tuloksellista B2B-markkinointia sosiaalisessa mediassa

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Janne Saarikko @ Sosiaalisen median mittaaminen -seminaarissa 1.3. 2012.

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Miten teen tuloksellista B2B-markkinointia sosiaalisessa mediassa

  1. 1. SocialMiten teet tuloksellista B2B-markkinointia (sosiaalisessa mediassa) Janne Saarikko Strategy Director, Zeeland Oyj
  2. 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. 3. Tulos tai ulos,markkinointi!
  4. 4. B2B-markkinointi onerilaista, joka kerta.
  5. 5. Pitää mitata, jotta voi oppia ja kehittyä.
  6. 6. Hyvää strategiaa mitataan.
  7. 7. Mittarit kertovat miten strategia on viety käytäntöön.
  8. 8. Kaikki markkinointi voi olla tuloksellista. Tiedätkö mikä on?
  9. 9. Mutta, sosiaalinenmedia ei toimi kuin markkinointi.
  10. 10. Sosiaalisen median tulokset tulevatekosysteemien läpi. RFE (Return From Ecosystem)
  11. 11. Ja siksi sosiaalistamediaa ei osata mitata.
  12. 12. Entäs sitten?
  13. 13. A Strategiaa sosiaalisessa mediassa - S3+E3B Inbound vs. OutboundC Social Media Slingshot-mittaamiskehysD Pari esimerkkiä ja yhteenveto
  14. 14. StrategyProcessAgile Strategy Roadmap
  15. 15. A Agile Strategy Process
  16. 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. 17. Agile | Fast | Simple
  18. 18. Vision
  19. 19. VisionStrategy
  20. 20. VisionStrategy
  21. 21. Vision "Attitude""Foundation" "Action"
  22. 22. Vision "Attitude""Foundation" "Action"
  23. 23. Vision Strategic Element 2Strategic StrategicElement 1 Element 3Needed Needed NeededChange Change Change
  24. 24. Vision Strategic Element 2Strategic StrategicElement 1 Element 3Needed Needed NeededChange Change Change Metrics Metrics Metrics
  25. 25. Vision Strategic Element 2 Strategic Strategic Element 1 Element 3 Needed Needed Needed Change Change Change Metrics Metrics MetricsTacticsAction 1Action 2Action 3Action 4
  26. 26. Vision Strategic Element 2 Strategic Strategic Element 1 Element 3 Needed Needed Needed Change Change Change Metrics Metrics MetricsTacticsAction 1Action 2Action 3Action 4
  27. 27. Vision Strategic Element 2 Strategic Strategic Element 1 Element 3 Needed Needed Needed Change Change Change Metrics Metrics MetricsTacticsAction 1Action 2 ResultsAction 3Action 4
  28. 28. Agile | Fast | Simple
  29. 29. Inbound vs. outbound?
  30. 30. Itʼs all about selling in the end Permissi on to sell r y ego Cat B randAwareness - Inbound Sales - Outbound
  31. 31. Mittaamiskehys1) Mittaamiskehys, jossa määritellään organisaation tapa arvottaasosiaalisen median toimenpiteitä.Mittaamiskehyksen avulla voidaan johtaa liiketoiminnallisettavoitteet yksittäiselle sosiaalisen median toimenpiteelle ja tätenmyös seurata toimenpiteen onnistumisia.
  32. 32. ual dia Vis Me ial ring oc asu S e MSOCIAL { Miikka Leinonen Janne Saarikko }MEDIA SLINGSHOT
  33. 33. Social media is effective!Social Media Managers
  34. 34. Social media No. is effective! Social media is trendy.Social Media Business Managers Management
  35. 35. Social media No. is effective! Social media is trendy.Social Media Business Managers Management We need more money!
  36. 36. No. Social media Social media is effective! is trendy.Social Media Business Managers Management Ill rather We need more use money money! for something tried and proved.
  37. 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. 38. Social Media Business Managers ManagementSocial media managers lack Business managers lack deep knowledge of deep knowledge of the business. social media.
  39. 39. How can we bridge this gap? Social Media Business Managers ManagementSocial media managers lack Business managers lack deep knowledge of deep knowledge of the business. social media.
  40. 40. SOCIAL MEDIA SLINGSHOT THEORY
  41. 41. SOCIAL MEDIA SLINGSHOTMeasuring social Measuring business media
  42. 42. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business mediaHandled by the social Handled by the media people. business people.
  43. 43. SOCIAL MEDIA SLINGSHOTMeasuring social Measuring business media Set your goal. Business goal
  44. 44. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business media Choose your actions. Set your goal.Action Business goal
  45. 45. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business media Choose your monitors. Views Recommendations New contactsAction Business goal
  46. 46. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business media Choose your monitors. Set your mid-goal. Views Recommendations New contactsAction Business goal
  47. 47. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business media Shoot! Views Recommendations New contactsAction Business goal
  48. 48. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business media Views Recommendations New contactsAction Business goal
  49. 49. SOCIAL MEDIA SLINGSHOT Measuring social Measuring business media Study end results. ROI -100% 0% 100% 200% 300%Action Business goal
  50. 50. SOCIAL MEDIA SLINGSHOT Learn to create scenarios. ROI-100% 0% 100% 200% 300%Action Business goal
  51. 51. SOCIAL MEDIA SLINGSHOT Learn to create scenarios. Learn to calculate probabilities. ROI -100% 0% 100% 200% 300%Action Business goal
  52. 52. SOCIAL MEDIA SLINGSHOT Learn to create scenarios. Learn to calculate probabilities. Learn your common language.
  53. 53. EXAMPLE
  54. 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. 55. Case: GrasshopperRebranding campaign to a B2B company offeringadvanced phone number service to companiesIdea & ObjectiveMake people excited about being an entrepreneurand visiting Grasshopper site to get awarenessamong entrepreneurs about Grasshopperoffering.ActivitySending 5,000 chocolate grasshoppers toinfluencers with a URL to the motivational video,and then further to Grasshopper.comResults
  56. 56. Sosiaalisen media tulokset tulevatekosysteemien läpi.
  57. 57. YhteenvetoLiitä sosiaalinen media strategiaan Rakenna strategiset mittarit Inbound ja/tai outbound Toimi, mittaa ja kehitä Some ei ole erillinen eläin!
  58. 58. Janne Saarikko Twitter.com/saarikko Facebook.com/saarikkoFacebook.com/ZeelandGroup Twitter.com/ZeelandGroup

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