VPK24 2009 Digital Marketing

• 1. Digitaalisen markkinointiviestinnn mahdollisuudet (ja sudenkuopat) Antti Leino Interactive producer / advisor SYKSY 2009 thanks to Sami Salmenkivi for several slides

2. Internetist tulossatrkein media 3. Interneton 4 -vuotias! 26 million 1 billion 1 trillion http: //googleblog . blogspot .com/2008/07/we-knew-web-was-big.html http://googleblog.blogspot.com/2005/09/we-wanted-something-spec ial-for-our.html http: //googleblog . blogspot .com/2004/11/googles-index-nearly-do ubles.html 4.

• Microprocessors Storage technologies

• Telecommunications Development tools

5.

• Trends in consumer behaviour

• Consumers will take control to fast forward, skip, or delete.

• Market segments are defined by needs and preferences.

• Consumer are content providers - personal blogs, sharing videos, photos and illustrations, giving comments and spending time in virtual worlds

• Multiple consumer touchpoints.

6. Digitaalisuudessa ei ole kyse teknologiasta vaan siit mitenteknologian suomat mahdollisuudetmuokkaavat kyttytymistapojamme kuluttaa viestej, jaella viestej ja luoda omia viestej. " " 7. 8. 9. Tekniikka- lhtinenKytettvyys-lhtinen Luovuus- lhtinen 10. Ihmis- lhtinen 11. 12. 13. 14. 15. 16. 17. 18. 19. Digital Opportunities 20. 21. Marketing is a service. 1 22. 23. 24. 25. 26. 27. 28. Play vs. Search SEARCH INFORMATION PLAY

• KEY ISSUES:

• • Experiences

• • Entertainment

• • Surprises

• • Appealing to feelings

• • Branding

• KEY ISSUES:

• • Usability

• • Logicality

• • Rapid response

• • Rationality

• • Branding

29. Inform Activate Engage 30. Objectives: activating and engaging consumers 31. Objectives: Informing consumers 32. Objectives: informing, activating, engaging consumers 33. Consumers create? 2 34. Willigness and tools. Taustakuva: springm 35. Willingness = audience 36. 1 37. 50 duncan davidson 38. 10000 39. Yhteisn luomisen muistisntj

• Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin nin

• • • 1% osallistuu sislln tuottamiseen

• • • 10% osallistuu kommentointeihin ja arvioihin

• • • 89% kuluttaa

• Forresterin kyselytutkimukset jakaa kyttjt osallistumisen mukaan

• • • 13% luo sislt

• • • 19% osallistuu blogien kommentoinneilla ja arvosteluilla

• • • 15% kerilee rss-sytteit ja merkitsee sivuja del.icio.us tai technorati -palveluilla

• • • 19% liittyy sosiaalisen median yhteisihin

• • • 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja

• • • 52% ei osallistu lainkaan sosiaalisiin medioihin

• Viisi vihjett osallistumisen suunnitteluun:

• • • Ymmrr kohderyhmsi sosiaalisen median kyttprofiili

• • • Kartoita kyttjien osallistumistavat nyt ja tulevaisuudessa

• • • Luo useita osallistumispisteit

• • • Tee luomisesta ja osallistumisesta helppoa ja nopeaa

• • • Varustaudu osallistumisen tuomaan avoimuuteen ja kritiikkiin

40. 41. If you challenge people to create, do it right. 42. 43. 44. 45. 46. Mercedes: integrate content from enthusiasts 47. Tripadvisor: Ratings by clients http://www.tripadvisor.com/ 48. Decentralized marketing communication 3 49. PERINTEINEN MAINONTA Yritys-viesti PERINTEINEN WEBMAINONTA Yritys-sivut 50. 24/7 VERKOSTO Social bookmarking Embeddable content Widgets and Applications Social networks Display advertising RSS-feeds Campaign sites 51. Banneri Nettisivut Media Interest Desire Awareness Interest 52. Internet is not a medium. Its aplatform , on which brands should build long term, non-linear ecosystem. 53. Likeability: Added value to customers log-term Cost efficiency: People as the media Owned media Earned media Bought media Risk management: - traffic - awareness- critical mass (advertising) 54.

• (1) Centralized

• (2) De-centralized

• (3) Distributed

55. 56. 57. 58. 1332% 59. Marketing is based on earned media optimized bits 60. Transmedia Storytelling. 4 61. Interesting stories are culturally relevant and get passed on from person to person. 62. You alone are not telling the story. 63. Trans-media Storytelling

• Interesting stories are culturally relevant and get passed on from person to person.

• Long term - non-linear

• Digital heart

• Earned media optimized reactive bits

• Own media geared for adding value

• Media used as a vehicle to carry the story forward

• Each medium has a pre-set role

64. 2007-08-24 2007-08-31 2007-09-07 2007-09-14 2007-09-21 2007-09-28 2007-10-05 2007-10-12 2007-10-19 2007-10-26 2007-11-02 2007-11-09 TV-Ensi-ilta Big Brother, UK,1 nyts Cadbury Gorillan sosiaalisen median katsojaluvut Spooffit ilmestyy Gorilla Facebook groupit Blogit lytvt spooffit n. 5 000 000 sosiaalisen median katselua Source: 1000heads 65. TV-ensi-ilta 66. 67. 68. 69. Media used as a vehicle to carry the story forward, each medium has a pre-set role 70. Think.How to utilize all opportunities? 71. 72. 73. Social Media Manager? 74. Future is mobile 75. Mobile: 7th massmedia 76. 77. Final thoughts 78. Digital marketing objectives

• Save

• Sell

• Serve

• Speak

• Sizzle

79. Digital marketing benefits

• Speed

• 24/7

• Reach

• Targeting

• Interactive

• Measurable

80. Digital marketer rules

• Contentis a king

• Contactis even more king

• Responseis a message, not the medium

81. Thank you! Antti Leino cv:www.linkedin.com/in/anttileino follow me:www.twitter.com/anttileino inquiries:www.lowreality.com blog:lowreality.blogspot.com