NETWORKING & MARKETINGIN SOCIAL MEDIA

Taru PulkkinenOulu University

17.10.2016

Taru Pulkkinen• Head of Customer Relations• Background:

– Digital Marketing– Project leadership– New business consultation– Social media marketing & strategic planning– Strategic finance & accounting

• www.facebook.com/Kuulu• Twitter @KuuluFi / @arvuuttelija• Instagram @kuulu.fi

• Why do we use social media?• Personal branding in social media• How to plan digital marketing?• How to create content to convince

everyone?

ONLINE IS OUR NEWLIVING ENVIRONMENT.

COMMUNICATIONS

Direct contact

Traditional medias Digital medias

Other

Opportunities to network

Advertisement:Print ads, radio, tv

Traditional medias Digital medias

Direct contact Others

Earned media:Arcticles, news etc

WWW, SEOSocial media

Blog Email VideosMobile & Desktop

What do others say about us?What is said behind our backs?

Customer service, events, walk-ins,Phonecalls, key notes, meetings…

Miksi some koukuttaa?• 1. Ulkopuolelle jäämisen pelko

2. Ego3. Laskelmoitu arvo (tiedostettu tai tiedostamaton)4. Kontrolli5. Sosiaalinen vertailu

• Lähde: Pamela Rutledge, 2010 Social Media Addiction: Engage Brain Before Believing

Lähde: Pamela Rutledge, 2010 Social Media Addiction: Engage Brain Before Believing

“Social validation is important; social media like is a social signal. It affirms

our existence the same way that someone nodding at you on the

sidewalk does.”

Dr Pamela Rutledge

Social media: Finland & GlobalFACEBOOK 2,3 millionYOUTUBE 2,3 millionWHATSAPP 1,6 millionINSTAGRAM 1,2 millionLINKEDIN 830 000TWITTER 300 000SNAPCHAT ?PERISCOPE ?SLIDESHARE ?

FACEBOOK 1,59 billionYOUTUBE 1 billionWHATSAPP 900 billionINSTAGRAM 400 billionLINKEDIN 414 billionTWITTER 320 billionSNAPCHAT 100 billionPERISCOPE 10 billionSLIDESHARE 70 billion

DO YOU EXIST?WHAT (AND HOW) CAN BE FOUND?

Socilab.com

H2HHuman to Human

BRAND CALLED YOU

PEOPLE WILL CHECK YOU OUT!

Who would you rather have a

business meeting with?

Digital marketing W

WW

CON

TENT

ADS

EMAIL

SO/MEAnalytics:

Know what yougain and for what actions?

Behind the scenes: effective

marketing automation and lead generation

tools

Undefined demand Defined demand Choice

Buying Process DECISION

SALESPROCESS

?

AVOIN KESKUSTELU• Harkitse, ennen kuin kirjoitat• Kunnioita yleisöä• Ole lojaali• Rakennamme brändiä yhdessä• Noudata lakia• Suojaa luottamuksellinen tieto• Yksityinen minä VS julkinen minä• Huolehdi tietoturvasta• Ole oma itsesi!

GOAL AND IMPACT:What do you wish to achieve?

• Sales support• Connections and contacts• Followers -> quality• New segments -> reach

TARGET AUDIENCE• Who do you wish to reach?• What goes on in THEIR life?• What do you have to offer to them?• How can you HELP them?

CONTENT INNOVATIONS• How can you help the target audience?• What is their need – how do you fulfil the

need?• What is useful to them NOW and TODAY?• What can they benefit of now?• What kind of things do they need to

support their decision to trust you?

GREAT! • You know to whom you’re talking to

and how to offer them something that helps them– Only now is the time to choose the

channels!

Example of a simple social media plan- 1. Blog

Goal: Sales support, positioning as a pro- Attracts website traffic, accumulates over months- Blog articles 2 x month

- 2. Facebook Goal: Building the brand, new segments, postioning as a pro, customer service

- Status updates 1 x day- 3. Twitter

Goal: Networking! Spreading the word through opinion/thoughtleaders, sales support- Following 10 more people daily- Tweeting 1 x day- Taking part in 1 conversation daily- Hashtags!

- 4. Instagram Goal: Building the employer brand, reaching new segments, providing inspiration

- Posting a picture 1 x day- Following 5 more people daily- Hashtags!

Remember to set meters, to optimize and analyze! Change route if

not working!

CONTENT CREATION PROCESSThree point of views:

1. What is current in the life of the audience?

2. In which point of the purchase process are they at?

3. What kind of personas are they?

1. MARKETING CALENDAR DECEMBER

JUNE

SEPTEMBET MARCHCORE MESSAGE

AUGUST

JULY

OCTOBER

NOVEMBER JANUARY

FEBRUARY

APRIL

MAY

Advent Christmas

Xmas partiesFather’s Day

Independence DayNew YearResolutions

Valentine’s Day

Skiing HolidaysEaster

April’s FoolsVappu

Mothers Day

Midsummer

Graduations

Summer vacationsTravelling

Festivals

Back to school!

RuskaNew hobbies

2. Content Creation

AWARENESS DECISION

EMOTIONS

REASONING

ENTERTAIN INSPIRE

EDUCATE CONVINCE

Videos

Competitions

Staff

Photos

Company history

Quizzes

Events

NewsBlog Newsletters

Articles

Research

Guides

Trainings & courses

Campaigns

Product / service details

Pricelists

Recommendations

References

3. WHO IS THE CUSTOMER?

People are different!Insights Discovery

https://www.insights.com/564/insights-discovery.html

HOW TO CONVINCE?

Great! Social media rocks!

It’s (almost) free!

…your time isn’t.

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