Some is Conversation
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1 Miten onnistut sosiaalisessa medissa2 Sosiaalisen median työkaluja1 Miten onnistut sosiaalisessa medissa2 Sosiaalisen median työkaluja
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HELLO. HOW ARE YOU?
Antti Leino
Planning director & content strategist @ avaus dialogAuthor of “Dialogin aika” and “.net. Verkkoviestinnän käsikirja”
About me www.linkedin.com/in/anttileinoFollow me www.twitter.com/anttileinoFollow AvausTV www.facebook.com/avaus
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Internetin sosiaaliset verkostot ja niihin liittyvät työkalut kiinnostavat ja koukuttavat ihmisiä
75% aikuista käyttää jonkinlaista sosiaalisen median olomuotoa säännöllisesti
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VARFÖR?VARFÖR?
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Maslow tiesi jo aikoja sitten sen!
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ja…ja…
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76% kuluttajista on sitä mieltä, että mainonta ei kerro totuutta
Lähde: Yankelovich study 2009
Luotetuin digitaalisen mainonnan muoto:
1 Ystävän suositus2 Muiden ihmisten mielipide3 Yrityksen www-sivut4 Toimituksellinen uutinen5 Sponsoroitu sisältö
Lähde: Universal McCann 2008
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Ystävän suositus* on vahva signaali
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Online-arvostelut ovat tärkeä päätöksen- teon tekijä
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Ford Fiesta Movement
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*Malcom Gladwell, The Tipping Point
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Millainen on kohderyhmäsi online-käyttö? Mitä sivustoja he käyttävät? Miten? Mihin?
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Asiantuntijat (mavens)Asiantuntijat (mavens)“tiedän ensin”“tiedän ensin”
Yhdistäjät (connectors)Yhdistäjät (connectors)“jaan mitä tiedän”“jaan mitä tiedän”
Vaikuttajat (salespeople)Vaikuttajat (salespeople)“tämä on tosi koska…”“tämä on tosi koska…”
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Tunnista seuraamalla* oikeita ryhmiä ja jopa henkilöitä sekä tietysti sivustoja
* on olemassa myös ihan ilmaisia verkon keskusteluiden seurantatyökaluja
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1% Creators
9% Editors/Critics
90% Audience
1-9-90 –periaatteen mukaan markkinoijan tulisi tunnistaa asiantuntija- ja yhdistäjä-asiakkaat
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Rich Marcotte, Major of Southwest, influencer
“Creating customer evangelists: how loyal customers become a volunteer sales force”
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Työkaluja kuuntelemiseen
Social Mention
Alterian SM2
Alltop
Technorati
Google Reader
Google Alerts
Google Blogsearch
Twitter Serach
Twitter Analyzer
BackType
Nielsen BuzzMetrics
TNS Cymfony
Radian6
Biz360
Dow Jones Insight
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Case: Old Spice teki comebackin perustamalla oman videokanavan ja tuottamalla kuluttajien ideoimia videoita
Konseptin kuvaus
•Old Spice perusti oman YouTube-kanavan mainosvideoille•Old Spice tuotti vastauksena kuluttajien Twitter- ja YouTube-kommentteihin yli 180 videota•Tieto videoista levisi verkossa sosiaalisten palvelujen kautta ennätysvauhtia
Hyödyt
•Bränditietoisuutta oman YouTube-kanavan kautta sivuston vierailijoille. Ensimmäisen viikon aikana saavutettiin 35 miljoonaa katselukertaa videoille•Merkittävä määrä huomiota sosiaalisten verkostojen ja jakamisen kautta. Viikon kuluessa julkaisusta Twitterissä oli 94 000 seuraajaa, ja Facebookissa 630 000 tykkäystä•Ansaittu media ylitti kaikki odotukset ja kampanjasta tiedotettiin jopa CBS:n pääuutislähetyksissä
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24
Mikä saa ihmiset puhumaan sinusta?
TabuEpätavallinenHuumoriJärjetönSalainenHumanitäärinenInsentiiviHyvä palvelu / huono palveluLoistava / erilainen / kaunis / huono tuote
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ONKO SINULLA SISÄLTÖÄ, ONKO SINULLA SISÄLTÖÄ, JOKA ON KIINNOSTAVAA?? JOKA ON KIINNOSTAVAA??
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Ystävällistä ja ihmisen Ystävällistä ja ihmisen tekemäätekemääSelkeää ja johdonmukaistaSelkeää ja johdonmukaistaAuttaa ja on ajankohtaistaAuttaa ja on ajankohtaistaJärkevää ja relevanttiaJärkevää ja relevanttiaViihdyttäaViihdyttäa
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Case: Home Depot on panostanut asiakkaiden auttamiseen remontissa mm. how-to –videoiden, mobiilipalveluiden ja oman tv-kanavan kautta
Sisältöä hajautettu omien sivujen ulkopuolelle: mahdollisuus tavoittaa uusia käyttäjäryhmiä
Sisältöä hajautettu omien sivujen ulkopuolelle: mahdollisuus tavoittaa uusia käyttäjäryhmiä
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Case: Walmart on ottanut pitkäjännitteisen markkinointinäkökulman tarjoamalla relevanttia sisältöä
Konseptin kuvaus
•Elevenmoms on Walmartin 2009 perustama äitiyhteisö, jossa on 20 äitiä eri puolelta Yhdysvaltoja.•Jokainen äiti pitää omaa blogia Walmartista riippumatta. Bloggaajat on käsin valittu laadun ja sisällön perusteella•Walmart jakaa heilel uusia tuotteita ja kertoo promootioista mutta niiden nostaminen esille on vapaaehtoista (ei palkkasuhdetta)
Hyödyt
•Toistaiseksi liian nuori hanke taloudellisten hyötyjen näkemiseksi.•Pitkäaikainen sitoutuminen aiheeseen•Yhteisön ”Twilight” Twitter –juhlat aikaansaivat Walmartin ennakkomyyntiennätyksen DVD-elokuvissa
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Case : Best Buy perusti Twelpforce-palvelun Twitteriin tuomaan asiakaspalvelua lähemmäs asiakkaan arkea
Konseptin kuvaus
•Best Buy perusti Twelpforce-palvelun Twitteriin•Best Buyn työntekijät kaikilta organisaatiotasoilta osallistuivat ja vastasivat kuluttajien kysymyksiin tuotteista, auttoivat ratkaisemaan teknologiahaasteita ja muita asiakaspalvelun ongelmia
Hyödyt
•Best Buy onnistui tuomaan avun lähelle kuluttajia, ja luomaan helpon ja totutun tavan kommunikoida•Kaikki organisaation eri tasot osallistutettiin ja vuoropuhelusta tuli aitoa•Asiakasymmärryksen leviäminen: suora kosketus asiakkaiden suoriin palautteisiin ja kysymyksiin.
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“Epidemia”Asiakkaiden valituksia listaava sivusto
“Käänne”Yrityksen perustama yhteisö
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“Epidemia”
Tammikuu 2007
AsiakaskatoKoventunut kilpailuTulos ja kurssi laskevat ($35 > $8)
“Käänne”Yrityksen perustama yhteisö (2008)
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Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars
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SOSIAALISEN MEDIAN TYÖKALUTSOSIAALISEN MEDIAN TYÖKALUT
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Social media tools
1. Social Networks
2. Blogs
3. Microblogging
4. Video Sharing
5. Photo Sharing
6. Message boards
7. Social bookmarking
8. Wiki
9. Virtual Realityo Related: Social gaming, Podcasts, Real Simple Syndication (RSS)
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Social networking sites
• People and organizations connect and interact with friends, colleagues and fans
• Examples are Facebook, MySpace, Linkedin, bebo, Hi5 and Ning
• There are niche social networks for just about everything
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Social networking sites
o create online profileso share thoughts, articles, photos, video and linkso send private messages and instant messageso learn more about people and organizationso follow brands, celebrities and organizationso gain your own fans
Social networking site is an internet inside internet
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Facebook#1 Social networking site
Powerful tools to engage and understand your audience:
o Brand pageso Custom applicationso Targeted advertisingo Audience insights and metricso Opinion polls
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Facebook Pageso Homepage on Facebook. o Allow you to post photos, videos, events
and other messages.o Users interact with you by
o Becoming fanso Commenting on your postso Participating in discussionso Post photos to your page
o Fans see your page updates in their newsfeed
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Sivun tulee olla aktiviteettien keskipiste
www.facebook.com/adidasoriginal
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Sivun luominen
1. Osoite: http://www.facebook.com/pages/
2. Klikkaa nappia
3. Sisällön lisääminen
4. Näkyvyyttä
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SisältösuunnittelmaHelposti päivitettäviä
• Logo
• Yritysinformaatio (Tiedot)
• Kuvia ja albumeja
• Videoita
• Tapahtumat
• Kolumneja (Muistiinpanot)
• Blog syötteet (RSS)
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Muokkaa perusnäkymääJoitakin ideoita:
• Kustomoitu täbi – voit lisätä sivulle mitä tahansa omaa HTML-muotoista sisältöä Static FBML:n avulla
• Poista turhat täbit navigaatiosta ja muokkaa järjestys sinulle sopivaksi. Älä jätä tyhjiä elementtejä
• Flashillä näyttävää ja interaktiviista sisältöä (FBML auttaa)
• Tutustu valmiisiin Facebook –sovelluksiin sovellushakemistossa
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FBML sisältöAdd a Custom Tab with Static FBML appAdvanced functionality using the Facebook Static FBML application.
This application will add a box to your Page in which you can use HTML or FBML (Facebook Markup Language) for enhanced Page customization.
Lisätietoja hakusanalla: “static fbml”http://www.facebook.com/apps/application.php?id=4949752878
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Sivun ylläpito on osa viestintäsuunnitelmaa• Kerran päivässä vastaa kommentteihin ja
julkaise vaikkapa mielenkiintoinen linkki
• Ylläpitäjän tekemät julkaisut ilmestyvät Sivujen seinän lisäksi faneiksi liittyneiden käyttäjien syötteeseen
• Sivujen ylläpitäjä voi lähettää massaviestejä
• Nämä massaviestit ilmestyvät Facebook postilaatikkoon “päivitykset”- kansioon eivätkä näin ollen sekoitu normaaleihin privaattiviesteihin.
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Neljä omaa ystävää yhdelle Sivulle johtaa Neljä omaa ystävää yhdelle Sivulle johtaa kiinnostukseen myös itse tutustua Sivuunkiinnostukseen myös itse tutustua Sivuun
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PÄIVITYSTEN AJOITUSPÄIVITYSTEN AJOITUS10-13 lounaan ympärillä10-13 lounaan ympärillä16-18 ennen kotiin lähtöä16-18 ennen kotiin lähtöä22-24 ennen nukkumaan menoa 22-24 ennen nukkumaan menoa
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Minimi 1000 fania synnyttää Minimi 1000 fania synnyttää viraaliefektiäviraaliefektiä
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Facebook Advertising
o Facebook ads give you the ability to advertise directly to specific demographic groups
o Fastest growing online advertising media currently
o CPC and CPMo Potentially low daily budget
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Facebook Advertising / Design
o Ad message (title and body)
o Image(make it compelling)
o Destination URL (where you want the ad to take people)
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Facebook Advertising / Targeting
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Facebook Advertising / Pricing
o Very affordable and easy to control your budget
o You can specify a daily budget
o Schedule specific dates for your ad to run
o Pay for clicks (CPC) or impressions (CPM)
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Facebook Advertising / Analyticso Facebook Insights provides
information about your ad campaign:o Track ad performance with real-
time reportingo Gain demographic and
psychographic insights about people that view or take action on your ad
o Use this information to identify how you can improve your campaign to maximize your results
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Facebook Applications
o Applications are entertainment and productivity tools that run within Facebook -platformo Give users an opportunity to interact with your brand
by developing your own applicationso or add existing applications, to your pageo When fans use your applications social stories are
created that appear in their friends news feed and link back to your page
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Facebook Connect
Add social capabilities to your website by integrating with Facebook:
o Users log in to your website with their facebook identity
o You can access their profile information to learn more about them and deliver targeted content
o Publish information back to their friends’ streams on Facebook to bring their friend to your website
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There is more than FACEBOOK
Germany: meinVZ Russia: vKontakte
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Linked In Professional Social Network
o Contains profiles of Fortune 500 executives and leading entrepreneurs. Average individual salary on LinkedIn is $109,000 (2008)
o On LinkedIn your can:o Post a profile and resumeo Create company presenceo Connect with colleagueso Share professional recommendationso Find jobs and post open positionso Forums to demonstrate your expertise and find answers
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Social networking sites
DOoestablish a presence on the social networks your customers and colleagues use
ocreate a page to promote your brand
opoint your fans to your company blog or contest
oencourage a discussion and participate frequently
oexplore targeted advertising opportunities
DONTo create a page and fail to maintain it
o try a hard sell approach
o censor comments
o spam your fans/friends with frequent private messages – you’ll drive them away
o post false information
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Blogs
o A blog is a website with regular entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active and expert
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Why a blog?
o engage in dialogue with your customers
o improve your search engine visibility
o promote product launches and events
o gain expert status by providing useful tips
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Blogs
DO
opost on a regular scheduleoencourage conversation by asking questionsorespond to people that comment on your postsouse a few bloggers from your company for more viewpoints
DONT
o write press releases – just tip that
something interesting is going ono let complaints go unansweredo make users register to comment
– they won’t bothero delete fair but critical comments
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Microblogging
o Microblogs are communication channel limited to a sentence or two
o People use microblogging to promote themselves, share content and follow friends, celebrities and brands
o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
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Twitter can help you
o Share timely informationo Promote useful content including resources, contests, deals - not just
your owno Personify your brando Connect with your customers and develop leadso build credibility and influenceo Listen to consumer buzzo Research competitorso Connect and learn from experts
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Microblogging
DOofind and share useful contentopose questions and reply to othersokeep it fun - put a friendly face on your brandopromote sales, deals, news, updates, and build buzz for big releases or eventsoknow what people are saying about your brandoin english
DONTo sound like a press release –
you’re in a social space
o spam with constant links to your company website, either in tweets or private messages
o post useless information – do people really care what you had for lunch?
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Video sharing
o Video sharing sites let you upload videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, cool commercials, how-to’s and a behind-the-scene material
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Video sharing
o helps you gain exposure and direct traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
o videos can be a place to showcase your leadership in a field, and spread customer testimonials
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Profiili = käyttäjätunnus avoimesti mainostaja.
Kuvaus ohjaa www-sivustolle
Profiili = käyttäjätunnus avoimesti mainostaja.
Kuvaus ohjaa www-sivustolle
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Perustaja tällä kertaa filmituotantoyhtiö
Vain videojakoon, ei ohjausta saitille
Otsikossa brändi-nimi ja official version “leima”)!
(huomaa katsojamäärät!)
Perustaja tällä kertaa filmituotantoyhtiö
Vain videojakoon, ei ohjausta saitille
Otsikossa brändi-nimi ja official version “leima”)!
(huomaa katsojamäärät!)
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Case:Blendtec – Will it Blend?oBlendtec was a faceless B2B - B2C blender manufacturer that couldn’t afford a traditional marketing campaign
oPublished low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
oLaunched the website WillitBlend.com and a YouTube channel
http://www.youtube.com/blendtec
oVideos went viral generating “millions of dollars in brand recognition”
oChannel Views: 3,469,098oSubscribers: 183,949
oOnline Blendtec blender sales increased 500%
oThe videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
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Blendtec – Will it Blend?
Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)
Experiment – the idea might not have worked, but what could they lose?
Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)
Experiment – the idea might not have worked, but what could they lose?
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Video sharing
DO obe informative, useful or entertainingocreate a summary and detailed descriptionopost video replies to othersoallow commenting and participate in the conversationosave bandwidth costs on your website by hosting videos on YouTube
DONTo just upload infomercialso be afraid to experiment until you find
a formula that workso pull own other people’s videos
showcasing your product for copyright infringement
o keep your video concise and entertaining
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Kuva on elämääKuva on elämää
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Kuvat kertovat aitoudesta, Kuvat kertovat aitoudesta, tilanteesta ja paikastatilanteesta ja paikasta
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Photo sharing
o Photo sharing sites give you a place to upload and organize your photos
o You can invite friends to check out your photos
o People can find your photos by searching for the keywords (tags) you apply to your photos
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Photo sharing
o detail the launch of a new product - from initial sketches to the launch party
o promote special events, charitable campaigns, and awards ceremonies
o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
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HotellitHotellitRavintolatRavintolat
TapahtumapaikatTapahtumapaikatErikoisliikkeetErikoisliikkeet
Mainos- ja PR-toimistotMainos- ja PR-toimistotPromootiot & tapahtumatPromootiot & tapahtumat
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Photo sharing
DOotag your photos with relevant keywords
ouse your web site address or brand name as your Flickr screen name
oupload quality photos of your products/services, and things related to your business
olink prominently from your web site to your Flickr photostream
DONTo stuff linked keywords into your
photo descriptions or comments
o plaster your URL all over the photos you upload
o discourage people from using your photos (as long as they provide attribution such as a link back to your website)
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Message Boards
o A message board is a bulletin board system in the form of a discussion site
o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
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Message Boards
DOokeep the message board active by regularly participating in the conversationocollect minimal information during registration
okeep focus and attract users by clearly identifying your community purpose and target audienceopromote popular discussions throughout your website
DONTo build it and expect people to start
participating without encouragement and seeding
o forget to moderate - spammers and trolls will drive users away
o censor or allow militant moderators to take too much control over the conversation
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Wikis
o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools
o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
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Wikis
DOofind references to your organization and have inaccuracies updated
oread the terms of use to ensure you are allowed to edit an entry about you
oresearch competition
ouse wikis to collaborate with your team
DONTo rely on social reference websites
to be accurate
o spam or overtly advertising – it could get you banned
o use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
o Don’t sabotage competitor’s entries about competitors (You could get caught)
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Virtual reality
o Internet-based 3D virtual worlds like Second Life or character-based Habbo Hotel reimagine a world with all its potential for commerce and branding
o people interact through characters called avatars
o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
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Virtual reality
• hold media conferences, press shows, product launches
• create and sell branded products accompanied by coupons and advertising for real-world stores
• purchase land or rooms, build stores, and open for business
• publish streams of audio or video on people’s properties
• advertise• sponsor event and games
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Virtual reality
DO
oUse it to generate publicity publicity for real world activitiesofind experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated!obe inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.
DONT
o just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there.
o be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.
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Podcasts Personal On-Demand Broadcast
o A podcast is a series of digital media files files which is distributed by syndicated download to your computer, for use on an MP3 player or computer
o Podcasts can be simple recordings of conversations, presentations, or interviews
o They’re a chance to provide build an audience around your brand or message.
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Podcasts (Personal On-Demand Broadcast)
DOocome up with a format (form, topic, and duration)
oprepare don’t script (or you’ll sound stiff)
ouse a good microphone (but no need to over produce)
opromote your podcast on your website and podcast directories
DONT
o worry about length
o invest in a lot of equipment – simple tools and software are all you need to get going
o leave too much time between podcasts – it could prevent you from building an audience
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Really Simple Syndication (RSS)
o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers
o An RSS file - which is called a "feed" or "web feed" or "channel” -contains either a summary of content from an associated web site or the full text (or an image)
o An effective way to distribute your content automatically and lead users back to your website
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Really Simple Syndication (RSS)
DOooffer RSS feeds for your website’s blog, news, events, and podcastsosubscribe to RSS feeds relevant to your industry or interests oinclude a title and description only if you want to subscribers need to visit your site for the full storyobut include full text to serve them better!otrack your subscribers
DONTo spam your subscribers by including
excessive advertising in your RSS feed
o Don’t need everything – limit RSS feeds to content frequently updated
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Social news & bookmarking
o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks
o Community can vote on submissions so they either rise to the top or drop to the bottom
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Social news & bookmarking
DO
oadd functionality to your pages to allow social bookmarkingolink to relevant articles about news in your fieldomake friends with other bookmarkers in a legitimate way.orespect the terms of service
oreddit allows self-promotion, digg does not
DONT
o spam by consistently
bookmarking your own materialo cheat by tagging your
bookmarks with irrelevant popular keywords
o open multiple accounts and vote for yourself – you’ll be exposed
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Antti LeinoPlanning director & content strategist @ avaus dialogAuthor of “Dialogin aika” and “.net. Verkkoviestinnän käsikirja”Interctive marketing specialist @ lowreality digital marketing
www.twitter.com/anttileino
www.facebook.com/anttileino
www.linkedin.com/anttileino
www.slideshare.com/anttileino
http://lowreality.blogspot.com
WHAT I CAN DO FOR YOUR BUSINESS?