Innovative Marketing Guest Lecture 27.11.2012
-
date post
17-Oct-2014 -
Category
Business
-
view
912 -
download
2
description
Transcript of Innovative Marketing Guest Lecture 27.11.2012
INNOVATIVE MARKETINGYRIS641
Guest Lecturer Karl Filtness
1 Karl Filtness YRIS641 27.11.2012
1
KARL FILTNESS
CEO, LivingStone Kodit OyM. Sc (Econ.), M. Sc (Chem.)
Father, HusbandRugby Player
@karlfiltnessKarl Filtness YRIS641 27.11.2012
MARKETER
2
2
AGENDA
A. THEORY
Content MarketingSocial MediaFacebookPinterest
B. PRACTICE
LivingStone KoditBlog Strategy
Facebook StrategyPinterest
3 Karl Filtness YRIS641 27.11.2012
3
MOVEMBER
4 Karl Filtness YRIS641 27.11.2012
4
5
CONTENT
THEORYFACEBOOK
BLOG
SUCCESS
MONEY
A.INSPIRE
Karl Filtness YRIS641 27.11.2012
5
CONTENT MARKETING
6
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer
action.
Karl Filtness YRIS641 27.11.2012
6
WHY?
7
EFFECTIVE IMMUNITY
ENGAGEMENTSTORYTELLING
AIDING CONSUMERS BRAND AWARENESS
SHARE OF MINDTRAFFIC
SEOKarl Filtness YRIS641 27.11.2012
7
CONTENT VS TRADITIONAL
8
CONTENT
TalkCustomer
Easy to MeasureCheap
Less risksDynamicLong Tail
Multiple Segments
TRADITIONAL
ShoutCompany
Hard to QuantifyExpensiveHigh risk
StaticCampaign
General/Specific Segment
Karl Filtness YRIS641 27.11.2012
8
CONTENT VS SOCIAL MEDIA
CONTENT
Own Web SiteLong FormContent
Demand Generation
SOCIAL MEDIA
PlatformShort Form
Brand AwarenessCustomer Satisfaction
9
OVERLAPPING
Karl Filtness YRIS641 27.11.2012
9
SOCIAL MEDIA 2013
Social media is the number 1 activity on the web!
10 Karl Filtness YRIS641 27.11.2012
10
11
Social gamers 6 billion in virtual goods vs Moviegoers 2,5 billion in real goods
90 % trust peer reviews vs 14 % trust ads
Search vs Find
ROI of social media is your
business will exist in 5 years
PARADIGM SHIFT
Karl Filtness YRIS641 27.11.2012
11
12 Karl Filtness YRIS641 27.11.2012
12
FACEBOOK IN FINLANDOmnicom MediaGroup study 2012
2,1 million users1,8 million weekly1,5 million daily
194 Friends48 % Male
52 % Female13 Karl Filtness YRIS641 27.11.2012
13
FACEBOOK IN FINLAND
15-25 year olds:Over 50 % use 1-5 hours a day
Over 60 % check it several times a day
Most important reason to use is
to stay in touch with friends
14 Karl Filtness YRIS641 27.11.2012
14
BRANDS AND FACEBOOK
According to Omnicom MediaGroup
15 Karl Filtness YRIS641 27.11.2012
15
LOVE LETTERS WORK!
36 % received and
82 % opened a love letter
46 % say the brands image improved
74 % of users like a brand
22 % couldsocialize
16 Karl Filtness YRIS641 27.11.2012
16
17 Karl Filtness YRIS641 27.11.2012
17
What is Pinterest
Why it is different
Pinterest and Marketing1. Sales2. Visual Brands3. Anti Visual Brands4. Branding
18 Karl Filtness YRIS641 27.11.2012
18
Virtual cork board
Pictures, Videos, ArticlesLinks
Discover New Sites and Blogs
PIN & INTEREST
19 Karl Filtness YRIS641 27.11.2012
19
Karl Filtness N2 Social Media Hub 29.3.201220 Karl Filtness YRIS641 27.11.2012
20
A NEW WAY OF THINKING
Follow Interests, not People
The PIN, The Board, The Person
21 Karl Filtness YRIS641 27.11.2012
21
22 Karl Filtness YRIS641 27.11.2012
22
23 Karl Filtness YRIS641 27.11.2012
23
24 Karl Filtness YRIS641 27.11.2012
24
Pinterest and Marketing
25 Karl Filtness YRIS641 27.11.2012
25
WHY?
EASYTOPIC FOCUSEDNEW AUDIENCE
SPENT TIMESEGMENTING
TRAFFICINSPIRING
26 Karl Filtness YRIS641 27.11.2012
26
SALES1 . 27 Karl Filtness YRIS641 27.11.2012
27
28 Karl Filtness YRIS641 27.11.2012
28
MORE MONEYMORE OFTEN
MORE PRODUCTSFOLLOW BRANDS
17 % SOME REVENUE
29 Karl Filtness YRIS641 27.11.2012
29
2.VISUAL
BRANDS
30 Karl Filtness YRIS641 27.11.2012
30
3119 Karl Filtness N2 Social Media Hub 29.3.2012Karl Filtness YRIS641 27.11.2012
31
323.ANTI VISUAL
BRANDS
Karl Filtness YRIS641 27.11.2012
32
33WORLDS “FIRST” PINTEREST CAMPAIGN
Karl Filtness YRIS641 27.11.201233
344.BRANDING
Karl Filtness YRIS641 27.11.2012
34
35 Karl Filtness YRIS641 27.11.2012
35
36PRACTICEB.Karl Filtness YRIS641 27.11.2012
36
37 Karl Filtness YRIS641 27.11.2012
37
38
HOLISTIC MARKETING
Business Strategy = Marketing Strategy
The Customer is the Reason We Are in Business
FORGET SILOS
EVERYTHING MATTERS
Karl Filtness YRIS641 27.11.2012
38
39
CUSTOMERS
Karl Filtness YRIS641 27.11.2012
39
POSITIONBest Service
+SOLUTIONS! not product or technology
oriented approach+
General Liability
40
=
TRUE CARING OF THE CUSTOMERKarl Filtness YRIS641 27.11.2012
40
BRAND
41 Karl Filtness YRIS641 27.11.2012
41
DIGITAL MARKETING
4.Twitter, Google+, LinkedIn
5.AdWords, BlogLovin’, Blogilista, Forums etc.
42 Karl Filtness YRIS641 27.11.2012
1. Blog
2. Facebook
3. Pinterest
42
BLOG STRATEGY
431 . Karl Filtness YRIS641 27.11.2012
43
BLOG STRATEGY
SEOTraffic
Brand AwarenessShare of Mind
InnovationUp to Date
ProfessionalismInspire
44 Karl Filtness YRIS641 27.11.2012
44
BLOG STRATEGY
45 Karl Filtness YRIS641 27.11.2012
1.8. - 15.11.2012
45
BLOG STRATEGY
46
Most Popular Keywords Most Popular Pages
Karl Filtness YRIS641 27.11.2012
46
FACEBOOK STRATGY
47 2.47
WHY?
SocialInspireDiscussContent
LifestyleDifferentiation
Be Where the Crowd Is
48 Karl Filtness YRIS641 27.11.2012
48
FACEBOOK STRATEGY
TACTICS6 posts a week
Promoting Blog PostsInspiring
TipsLikable and useful
GOALSBrand BuildingEngagement
Share of MindPart of Daily Life
Leads
49
LivingStone is a LIFESTYLE Brand
Karl Filtness YRIS641 27.11.2012
49
50 Karl Filtness YRIS641 27.11.2012
50
51 Karl Filtness YRIS641 27.11.2012
51
52 Karl Filtness YRIS641 27.11.2012
52
533.PINTEREST STRATEGY
53
PINTERESTThe Power of Pictures
Following TrendsShare of Mind Association InnovationPromotionForerunner Positioning Branding
54 Karl Filtness YRIS641 27.11.2012
54
TWITTER, GOOGLE+, LINKEDIN
Supporting main activities
Twitter most relevant
Google+ currently waste of time
LinkedIn B2B-centered
55
4.Part of the toolbox
Lack of time, prioritize
Can change quickly
Credibility, Evolving, Recruiting
Karl Filtness YRIS641 27.11.2012
55
ADWORDS, BLOGLOVIN´, BLOGILISTA, FORUMS ETC
AdWords used for tough keywords
BlogLovin’ & Blogilista for promotion
Forums to deepen conversation and engagement
56
5.
Karl Filtness YRIS641 27.11.2012
56
57
CONTACT
Karl Filtness050 433 5954
[email protected]@karlfiltness
www.livingstonekodit.fiwww.facebook.com/livingstonekodit
36 Karl Filtness YRIS641 27.11.2012
57
Pictures & sources:
Slide 4: http://fi.movember.comSlide 6: http://www.youtube.com/watch?v=Q5Tt5JSRsOc&feature=youtu.beSlide 10: http://www.youtube.com/watch?v=QUCfFcchw1w&feature=youtu.beSlide 13-16. Omnicom Media Group http://www.slideshare.net/omgdigital/facebooktutkimus-syksy-2012 Slide 16: Postilaatikko: Flickr Bara Koukoug http://www.flickr.com/photos/bara-koukoug/5597485466/Slide 31: Pasi Torkkeli http://pinterest.com/pin/93027548522754710/Slide 31: Pinterest http://pinterest.com/pin/142848619400694912/Slide 31: Island http://pinterest.com/pin/18295942206255834/Slide 31: Beatles http://pinterest.com/pin/100486635405711683/Slide 33 Kotex http://www.ubykotex.com/Slide 33: Kotex http://www.youtube.com/watch?v=UVCoM4ao2TwSlide 38: Silo http://www.stockfreeimages.com/Slide 42: Shoestring http://www.stockfreeimages.com/Slide 54: Viikon Betoniluomus http://www.livingstonekodit.fi/talodesign/viikon-betoniluomus-moderni-paritalo-useammalle-sukupolvelle/
58
58