The "Boring Stuff" About Social Media is Most Crucial for Business Success

The ”Boring Stuff” about Social Media Marketing Joonas Rokka 16.09.2010 Internet Marketing Conference, Helsinki http://www.internetmarketingconference.com/helsinki

Who’s presenting? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Valio Oy 04.10.10

Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Valio Oy 04.10.10

Valio Ltd ,[object Object],[object Object]

Valio, Finland’s biggest milk processor © Valio Ltd 04.10.10 Owners: 22 dairy co-operatives, about 10 000 Finnish milk producers Turnover: 1 844 million € in 2008 (30 % from abroad) Factories: 15 in Finland, 2 in Estonia and 1 in Belgium Subsidiaries: Sweden, Estonia, Lithuania, Latvia, Russia, Belgium, USA, China Sales: in over 60 countries Personnel: appr. 4 375 in Finland and abroad

Market shares in Finland (%) © Valio Ltd 04.10.10 Source: ACNielsen ScanTrack, moving annual total to 6th January 2008, market share by value Milk Cheese Cooking products Yoghurt Butter and spreads

Valio is the most responsible company in Finland © Valio Ltd 04.10.10 Finnish consumers named Valio the most responsible food company in 2009. Research made by Suomen Gallup Elintarviketieto Oy:n What is responsiblity according to Finnish consumers? High quality products, safety, freshness, enviromental issues, domestic.

Valio is one of the biggest advertisers in Finland… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],04.10.10

Valio’s activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Digital and social media audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Training sessions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Valio’s vision 2015 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],04.10.10

Twitter 04.10.10 Valio employs Twitter mainly for linking materials and news. More emphasis in Sweden and US than Finland.

Valio Consumer Council 04.10.10 Valio created a consumer council, where people are asked for feedback, ideas and comments

Netnography = (Inter)Net + (Et)nography ,[object Object],[object Object],[object Object],[object Object],[object Object],© Valio Oy 04.10.10

Valio ranks 2nd in online buzz

Valio, the most postive youth brand 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Results based on a youth study, 15-30 yo respondents (n=5263), spontaneous response, unaided brand questions) 19 th March 2010 Source: 15/30 Research

Key takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],04.10.10

The "Boring Stuff" About Social Media is Most Crucial for Business Success

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