a presentation by Aarne Töllinen from DIMAR webinar. www.dimar.fi

1. SOCIAL
MEDIA
WORLD
FORUM
TAKEAWAYS FROM B2B PERSPECTIVE
Aarne Töllinen
@aarnetollinen
19 March 2012 / DIMAR webinar aarne.tollinen(a)jyu.fi

2. 2012 IS
THE YEAR
FOR
ADOPTION

3. 2012
Companies finally find the real business benefits from their
external and internal social apps.
The role of homepage as a communications´ home base gets
bigger. It won´t be replaced by any social app or platform.
Integrate your channels and messages
Not a year for big platform investments, but the adoption means
more time resources:
According to B2B Magazine 73% of B2B companies
have invested money…
… but only 53% have invested time in social media.

4. USE
RESOURCES
DO: THINK about:
- Have a voice Pinterest
- Tell a story Twitter
- Make a plan Google+
YouTube
Blogs
REMEMBER:
the
r get
Journalists lly fo H
Fina PUS !
ations
m unic
com

5. PR
PR is personal connection.
PR is interaction.
Social media has brought public back to PR.

6. FOCUS ON
CONTENT
CREATION

7. WHAT
EVER YOU DO…
Asset driven Content by others
content
products
Human driven
content
Content by you
expertise
…KEEP IT SHORT.

8. BOOMING TYPES OF
CONTENT
video
email
blogs

9. ARE YOU READING
MARKETING MESSAGES
THE WHOLE DAY?
YOUR CUSTOMERS AREN´T
EITHER.
THEY JUST WANT TO HAVE
A SNACK.

10. THINK ABOUT
CUSTOMER
POINT OF
VIEW

11. CUSTOMER
ORIENTATION…
Email marketing Easy way to reply
Customer service Online & FAQ
Social media Monitor & Measure
Mobile Use & Optimize
… IS LISTENING.

12. WHAT EVER YOU DO
CALL TO
ACTION

13. CALL
TO ACTION
Blogs
Focus on leads
Emails
Whitepapers
The more action the
Webinars better
Twitter
Youtube Optimize your
(web)content for social
LinkedIn

14. CTA
Do what our sales team is expecting you to do.
If you don´t have CTA elements on
emails, blog posts, homepage, webinars, videos etc.
– you shouldn´t waste your money on those.

16. BEFORE DOING ANYTHING
SET
A GOAL

17. BECAUSE
MEASUREMENT IS
USELESS…
What is your That is your
business goal? marketing goal.
That forms the foundations to the
marketing measurement
…WITH OUT A GOAL.

18. Measure at least
REVENUE CONVERSIONS
Campaign orientation is
one way to ease long-term
measurement.

19. THANK YOU.
Next DIMAR webinar 26 April 2012: www.dimar.fi/blog
digital leads, branding and social media DIMAR group @ LinkedIn
Rautaruukki, Wärtsilä, The Switch @aarnetollinen