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Metropolia Marketing Talks 19.11.2009
- 1. Making €$£ with social media Marketers perspective Tommi Holmgren / Director, Digital Business Antti Katajainen / Interaction Specialist
- 2. Every form of marketing communication fits into one of these three categories Paid Media Owned Media Earned Media Media which is Media which the Media resulting paid for ie. bought brand “owns” or from the goodwill has long term or “word of mouth” rights to use that is spread by believers and fans of the brand “Campaign” “Content” or “Continuous” or “Project” “Presence”
- 3. Understand the mechanisms of social media Paid Media Owned Media Earned Media Display Content Newsletter Reviews and ratings SMS Mobile Microsites Viral Direct SEO Wikis Blogs pass response Branded RSS along Blogs communities Communities UGC Digital In-game ads Web Discussions € SEM store Website Comparison & mentions Resellers Stores Customer TV Radio Customer Traditional service Meetings WOM feedback Cinema Direct Retail Events OOH mail Brochures PR Print marketing Articles
- 4. 67% of global internet users use social media 580+ million users and growing... Growth: 20% Europe Growth: 4% North America Growth: 16% Asia Pacific Growth: 20% Latin America Growth: 27% Middle East & Africa Source: comScore, December 2008
- 5. 1/3 of the Internet population uses Facebook daily
- 6. Facebook active user base in Finland 1200000 1.11m 1000000 800000 600000 400000 200000 0 ct b ar n l g p n b ar ne r ay ec r ay ov Ju Ap Ap Fe Ju Au Se Ja Fe O M M M D M Ju N Source: Facebook internal data June 2009
- 7. Spotify growth: 20k 2/2009 --> 140k 8/2009
- 8. Influence of social media (recommendations) Social technographics Inactives Followers Joiners Collectors Critics Creators Awareness Browsing Decision Use Opinion Purchase process
- 9. Influence of social media (today) Social technographics Inactives Followers Joiners Collectors Critics Creators Awareness Browsing Decision Use Opinion Purchase process
- 10. 4 logics of making money
- 11. #1 Increase sales through consumer advocacy or visibility in social media #2 Reach targeted and passionate target groups cost effectively (just remember to be relevant) #3 Make use of consumer generated content to achieve higher impact #4 Improve marketing message by understanding customers better
- 16. Wispa Gold Messages • As part of the launch campaign, and as a thank you to the public, Cadbury’s created the Wispa Gold Messages campaign. • They bought lots of billboard space across UK cities and gave them over to the public to have their own messages on the ad space. • Anything could be submitted on the website (which used Google Maps to showcase all the locations), from a simple birthday message for your mum, to a thank you to a local hospital for looking after your child...with the largest billboards saved for the most special messages.
- 17. Not only message, but also products/services?