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Talvi Digital Helsinki info@talvi.com www.talvi.com Pekka (Peko) Korpela - Digital Communication Specialist http://fi.linkedin.com/in/pekkakorpela
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Digital Communication Strategy and implementationBI 3.0 point of view
Talvi Digital OyPursimiehenkatu 29-31 B00150 HELSINKIpuh. 010 820 1400info@talvi.com
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Pekka Korpelapekka.korpela@talvi.com
puh. 040 820 6770
Digital Communication 3.0 (by Philip Kotler)
Digital Communication 3.0
● Communication Management
● Communication Target Groups
● Communication Process
● Mission, Vision, Values
● Form of Communication
● Who says What to Whom?
● Technology
● Development of Communication
"The Internet is really about
highly specialized information and
highly specialized targeting."
Eric SchmidtGoogle, Executive Chairman
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Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Communications Management
Executive team● Target groups
● Communication Strategies
● Development
● Planning
● Monitoring
● Revisioning
Implementation for● Customers
● Channel Partners
● Recruiting
● Media (Public Relations)
● VIP (Public Relations)
● Shareholders
● Employees
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Copyright Talvi Digital Oy 2012
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Targeting - 7 main target groups
Internal targets● Employees
● Shareholders
External targets● Customers
● Channel Partners
● Recruiting
● Media (Public Relations)
● VIP (Public Relations)
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Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Digital Communication ProcessMessage* usp - unique proposition* text* storytelling* audio * visualization
Target group* mass* concentrated (microcommunication)* point to point
Interaction* no interaction (broadcasting)* interaction
Medium* Television* WWW* Mobile* e-mail* Applications* Radio
Media* Different medias for different mediums
Data management* Data mining* Analysis* Personal reports
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Copyright Talvi Digital Oy 2012
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Message
USPText
Visualization
Storytelling
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Audio
Storytelling
Logo (one icon, one word)
One liner The Agency for Living Pictures
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One minute
Seven minutes
Twentyone minutes
Form of interactivity
Corporate Portal● WWW -services
● Mobile -services
● E-mail -services
● Video -services
● Applications
● SEO (search engine optimization)
Internet Marketing● SEM (search engine marketing)
● SOME (social medias)
● Banners
● Landing pages
● Landing applications
● Video -marketing
● Affiliate marketing
● Games media
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Mass Communication
Television
Radio Print
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Atten
tion / A
dvertising
Atten
tion / M
icro Advertisin
g
Micro Communication Gateways
CM
Pco
mm
un
icat
ion
m
anag
emen
t pr
oces
s:- 7
mai
n ta
rget
gro
ups
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Copyright Talvi Digital Oy 2012
Interest
Mobile www
www & SoMe
Mobile apps
presentationspdf- leaflets
Micro Communication
e-mail communication
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Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Mobiili www
Customer Care Center
Desire
CM
Pco
mm
un
icat
ion
m
anag
emen
t pr
oces
s:- 7
mai
n ta
rget
gro
ups
Customer
Videos
Videos for Mass and Micro communication
When words simply won’t do. When you want to tell a complex story. And remember, it should be as long as it needs to be.
1) TVC for mass media2) Commercials for WWW and SoMe3) Corporate -videos for WWW-sites4) Infomercials for microcommunication5) Product -videos for microcommunication6) Service -videos for microcommunication7) Testimonials for microcommunication
check:http://vimeo.com/talvi
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
Micro Communication
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Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
Customer Care Center
Valuation
/ Action
CRM (customer relations management)
CM
Pco
mm
un
icat
ion
m
anag
emen
t pr
oces
s:- 7
mai
n ta
rget
gro
ups
Customer
Salesman
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LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
e-mailsUser data
CRM
Sales leadDigital order
Service / Order / Sales Lead
Customer Customer
"Thanks!" "How can I help?"
AnalysisReports
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Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
CRM
An
alysis and R
eportsInternal Service
Development"How can we do thisprocess better?"
"Should we communicate more with videos?"
All in the Cloud
LUOTTAMUKSELLINENwww.talvi.com
Copyright Talvi Digital Oy 2012
LUOTTAMUKSELLINENCopyright Talvi Digital Oy 2012
The Agency for Moving PicturesWe create, manage and distribute
moving pictures for various mediums and purposes for interactive communication
and love nothing more than a good challenge.
Talvi Digitaltel. +358 10 820 1400
info@talvi.comhttps://www.facebook.com/TalviDigital
Copyright Talvi Digital Oy 2012
Copyright Talvi Digital Oy 2012
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