We (not they) decide what our brand is about!
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Transcript of We (not they) decide what our brand is about!
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Kodja Consulting © Ilkka Kauppinen 2009
http://bit.ly/RTzPehttp://bit.ly/RTzPe
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Kodja Consulting © Ilkka Kauppinen 2009
HAVE WE LOST HAVE WE LOST ALL CONTROL?ALL CONTROL?
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Kodja Consulting © Ilkka Kauppinen 2009
?#1?#1
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Kodja Consulting © Ilkka Kauppinen 2009
DID YOU SLEEP DID YOU SLEEP WELL?WELL?
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Kodja Consulting © Ilkka Kauppinen 2009
SEOSEO
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Kodja Consulting © Ilkka Kauppinen 2009
TWITTERTWITTER
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Kodja Consulting © Ilkka Kauppinen 2009
BLOGBLOG
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Kodja Consulting © Ilkka Kauppinen 2009
RSSRSS
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Kodja Consulting © Ilkka Kauppinen 2009
http://bit.ly/EHNFVhttp://bit.ly/EHNFV
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Kodja Consulting © Ilkka Kauppinen 2009
Kodja Consulting Ltd. - Internet Marketing ServicesKodja Consulting Ltd. - Internet Marketing ServicesIlkka KauppinenIlkka Kauppinen
www.linkedin.com/user/ilkkakauppinenwww.linkedin.com/user/ilkkakauppinen www.twitter.com/ilkkakauppinenwww.twitter.com/ilkkakauppinen www.facebook.com/ilkkakauppinenwww.facebook.com/ilkkakauppinenhttp://picasaweb.google.com/ilkkakauppinenhttp://picasaweb.google.com/ilkkakauppinenwww.flickr.com/ilkkakauppinenwww.flickr.com/ilkkakauppinen www.marketingtourism.infowww.marketingtourism.infowww.matkailumarkkinointi.comwww.matkailumarkkinointi.comhttp://matkailumarkkinointi.blogspot.comhttp://matkailumarkkinointi.blogspot.com [email protected]@marketingtourism.info
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Kodja Consulting © Ilkka Kauppinen 2009
Internet-marketing Social Media
Brand Social Media Plan
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Kodja Consulting © Ilkka Kauppinen 2009
INTERNET INTERNET MARKETINGMARKETING
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Kodja Consulting © Ilkka Kauppinen 2009
INTERNETINTERNETMARKETINGMARKETING
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Kodja Consulting © Ilkka Kauppinen 2009
Internet marketing toolsInternet marketing tools
Newsletters and RSS-feedsNewsletters and RSS-feeds Social mediaSocial media
Internet advertisementInternet advertisement Affiliate marketingAffiliate marketing
Games and virtual worldsGames and virtual worlds
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Kodja Consulting © Ilkka Kauppinen 2009
Internet marketing toolsInternet marketing tools
Search engine marketing Search engine marketing LinkingLinking MobileMobile
Maps and GPSMaps and GPS www-siteswww-sites
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Kodja Consulting © Ilkka Kauppinen 2009
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Kodja Consulting © Ilkka Kauppinen 2009
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Kodja Consulting © Ilkka Kauppinen 2009
WWWWWW
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Kodja Consulting © Ilkka Kauppinen 2009
WWWWWW
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Kodja Consulting © Ilkka Kauppinen 2009
www-site Picture gallery
Mobile
Social network
Blog
Video gallery
Map service
Community Social network
Mashup
www-sitewww-site
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Kodja Consulting © Ilkka Kauppinen 2009
http://bit.ly/XFhrdhttp://bit.ly/XFhrd
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Kodja Consulting © Ilkka Kauppinen 2009
SOCIAL SOCIAL MEDIAMEDIA
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Kodja Consulting © Ilkka Kauppinen 2009
?#2?#2
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Kodja Consulting © Ilkka Kauppinen 2009
TARGET GROUPTARGET GROUP
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Kodja Consulting © Ilkka Kauppinen 2009
BRANDBRAND
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Kodja Consulting © Ilkka Kauppinen 2009
* Pricing
* Pricing
* Distrib
ution
* Distribution
* Quality
* Quality
* Presence
* Presence
* Awareness
* Awareness
* Reputation
* Reputation
* Image
* Image
* Benefits
* Benefits
* Positio
ning salience
* Positioning salience
* Preference
* Preference
* Share of m
arket
* Share of market
* Customer commitm
ent
* Customer commitment
LYNN, U. 1995
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Kodja Consulting © Ilkka Kauppinen 2009
BRAND BRAND IDENTITYIDENTITY
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Kodja Consulting © Ilkka Kauppinen 2009
www.lappset.dkw www.lappset.sewwww.lappset.com
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Kodja Consulting © Ilkka Kauppinen 2009
DOES SOCIAL DOES SOCIAL MEDIA REALLY MEDIA REALLY
INFLUENCE INFLUENCE YOUR BRAND?YOUR BRAND?
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Kodja Consulting © Ilkka Kauppinen 2009
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Kodja Consulting © Ilkka Kauppinen 2009
TOOLSTOOLS
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Kodja Consulting © Ilkka Kauppinen 2009
Use existing social networksUse existing social networks Build your own social networkBuild your own social network
Integrate social elements on your webpageIntegrate social elements on your webpage
Examples http://bit.ly/8SspExamples http://bit.ly/8Ssp
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Kodja Consulting © Ilkka Kauppinen 2009
SOCIAL MEDIA SOCIAL MEDIA IS NOT IS NOT FOR US FOR US
BECAUSE…BECAUSE…
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Kodja Consulting © Ilkka Kauppinen 2009
* 81% believe social media can enhance relationships with customers/clients* 81% believe social media can enhance relationships with customers/clients * 81% agree it can build brand reputation * 81% agree it can build brand reputation
* 69% feel such networking can be valuable in recruitment * 69% feel such networking can be valuable in recruitment * 64% see it as a customer service tool * 64% see it as a customer service tool
* 46% think it can be used to promoting employee engagement * 46% think it can be used to promoting employee engagement
© 2009 RUSSELL HERDER and ETHOS BUSINESS LAW
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Kodja Consulting © Ilkka Kauppinen 2009
* 81% believe social media can * 81% believe social media can enhance relationshipsenhance relationships with customers/clients with customers/clients * 81% agree it can * 81% agree it can build brand reputationbuild brand reputation
* 69% feel such networking * 69% feel such networking can be can be valuable in recruitmentvaluable in recruitment * 64% see it as a * 64% see it as a customer service toolcustomer service tool
* 46% think it can be used to * 46% think it can be used to promoting employee engagementpromoting employee engagement
© 2009 RUSSELL HERDER and ETHOS BUSINESS LAW
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Kodja Consulting © Ilkka Kauppinen 2009
WHAT IF THEY WHAT IF THEY SAY SOMETHING SAY SOMETHING BAD ABOUT US?BAD ABOUT US?
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Kodja Consulting © Ilkka Kauppinen 2009
70% :)70% :)20% :I20% :I10% :(10% :(
© 2009 EGAN, H.
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Kodja Consulting © Ilkka Kauppinen 2009
WHAT IF WE SAY WHAT IF WE SAY SOMETHING SOMETHING
BAD ABOUT US?BAD ABOUT US?
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Kodja Consulting © Ilkka Kauppinen 2009
OK, WE BELIEVE OK, WE BELIEVE YOU.YOU.
WHAT SHOULD WHAT SHOULD WE DO NEXT?WE DO NEXT?
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Kodja Consulting © Ilkka Kauppinen 2009
LEARNLEARN
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Kodja Consulting © Ilkka Kauppinen 2009
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Kodja Consulting © Ilkka Kauppinen 2009
MONITORMONITOR
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Kodja Consulting © Ilkka Kauppinen 2009
DECIDE YOUR DECIDE YOUR GOALSGOALS
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Kodja Consulting © Ilkka Kauppinen 2009
MAKE A PLANMAKE A PLAN
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Kodja Consulting © Ilkka Kauppinen 2009
ACTACT
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Kodja Consulting © Ilkka Kauppinen 2009
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Kodja Consulting © Ilkka Kauppinen 2009
BRANDBRAND
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Kodja Consulting © Ilkka Kauppinen 2009
WE (NOT THEY)WE (NOT THEY)DECIDE WHAT DECIDE WHAT OUR BRAND IS OUR BRAND IS
ABOUT?ABOUT?
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Kodja Consulting © Ilkka Kauppinen 2009
Because you create when others play.Because you create when others play.
You learn when others rest.You learn when others rest.
You read when others watch.You read when others watch.
You do when others wait.You do when others wait.
You fail when others stay.You fail when others stay.