Presentation held at the Turku University of Applied Sciences.

1. Social Media as a Part of Inbound
Marketing
Presentation by Mikko Rindell at Turku University of
Applied Sciences, in Salo Finland (9.3.2012)

2. Content
1. Company and personal introduction
2. Inbound Marketing in a nutshell
3. Social media as a part of Inbound Marketing
4. Why businesses struggle to understand social
5. Tools and strategy vs. Strategy vs. tools
6. Facebook Marketing
7. ZMOT
8. Paid – Owned – Earned
9. Questions

3. Company Introduction
" The initial idea of
creating Tatami in
2007
" Founded in 2008
by Joonas Rinne,
Timo Humalamäki
and Mikko Rindell

4. About myself
" Studied Information Systems Science and IB at TSE
" Co-founded Boost Turku entrepreneurship society
09-10
" Co-founded Tatami in 2008, actively working since
2010
" IB studies at Turku university of applied sciences in
2004-05
" High School in Halikko

5. Company Introduction: Tatami
" In 2008 we started as Search Engine Marketing service
provider, with special understanding of Russian online
media and search engines.
" Today we describe ourselves as Inbound Marketing
Agency
" We take care of our clients’ web presence, both locally
and internationally

6. Take-away from this lecture
1. Understand the basics of inbound marketing and why it is so
powerful
2. Understand the best way to use most of the Social channels
3. Understand the difference between Paid, Owned and Earned
4. Zero Moment of Truth

7. Inbound Marketing in a nutshell
GET
FOUND
ENGAGE
SELL/CONVERT
CRO
=
Conversion
Rate
Op0miza0on
Measurement
(web
analy0cs)

8. Inbound marketing in a nutshell
" Inbound Marketing is a marketing strategy, in which the
company aims to be discovered by its customers.
" This is the opposite of traditional marketing, which
focuses on finding customers and raising awareness
among them.
" In the current flood of advertising people is often tired
with, and even educated to avoid, traditional
advertising (TV, radio, direct mail, trade shows, cold
calling etc.)

9. To keep it simple:
" Make sure that your business can be found online
" Turn your visitors & leads into customers by engaging
them first
" Analyze and develop

10. How to do this?
" By creating high-quality content (blogs, videos, guides
etc.)
" Use Search Engine Marketing in its different forms (so
that the potential customers can find your content)
" Use social media systematically (for maintaining the
contact to your prospects and spreading your content)

11. Tools for executing the inbound
strategy
" Most of the tools used in inbound marketing are already
used regularly by today’s marketers (at least digitally savvy
ones)
" An inbound marketer harnesses the full potential of these
different tools
" Tools can be divided into three categories:
– Tools to get found
– Tools to convert
– Tools to analyze

12. Tools to get found
" Blogging
" Website
management
" Social media
" SEO tools
– On-page
– Off-page

13. Tools to convert
" Prospect
intelligence
" Lead intelligence
" Landing pages
" Email manager
" Lead nurturing
" A/B testing

14. Tools to analyze
" Web analytics
" Marketing
analytics
" Competitor
tracking
" Blog analytics
Source:
hJp://rogernolan-­‐blog.com/
tag/web-­‐analy0cs/

15. Why do companies have difficulties
with inbound marketing?
" It is still pretty unknown (especially in Finland)
" Lack of knowledge in understanding the online
environment
" Hard to find the time for blogging
– To succeed in blogging you need to go all-in
" It needs a lot of convincing that you should first give
away something for free before selling anything
" Many others..

16. Social Media and Inbound
Marketing
" Social media platforms are the place where businesses can
easily engage their prospects and customers
" Social Media is getting every day more and more important
in sense how you discover new stuff
" It is the place where content can be spread, or in best cases
the content spreads virally
" Inbound Marketing ≈ Content Marketing
" Think about this (Kony2012):
http://www.youtube.com/watch?v=Y4MnpzG5Sqc

17. Why most businesses struggle
with Social Media?
" Let’s think about the past; the available channels were
limited to few
" Today’s marketers need to be awake all the time
– E.g. Pinterest
" Most businesses are mentally stuck in the era when
just having a website was the thing  Today it’s
nothing!
" The industry is still very young and evolving quickly

18. Why most businesses struggle
with Social Media?
" When businesses are planning their digital presence
they forget the basics
" HUMANS want to interact with HUMANS
" Many decision makers in companies just aren’t familiar
with the tools by themselves
" Acceptance of 24/7/365 presence
" Many others?

19. Strategy vs. tools
" It is widely accepted in the marketing literature that you
first need to form a strategy and after that you execute.
" This doesn’t apply to Social Media very well – WHY?
" Back in the days businesses knew the channels based
on which they could form the strategy
– TV, Radio, News papers, Magazines, Trade shows, Outdoor
advertising, cold calling etc.
" Today the executers need to get familiar with the
channels first

20. Facebook in Social Media
Marketing
" Remember; Facebook alone is not Social Media
– It’s huge though
" Facebook Marketing can be divided into 3 different
categories:
1. Advertising; Ads and sponsored stories
2. Applications
3. Facebook Pages

21. Facebook Advertising
" Precise targeting
" Weak CTRs
" Not differing a lot
from traditional
banner ads
" Picture matters a
lot

22. Facebook Pages
" Used to interact with followers/fans
" Still very weakly used by many businesses
" THIS IS WHERE THE ACTUAL POTENTIAL OF
SOCIAL MEDIA IS HIDDEN
" Keyword for proper use CONVERSATION
" Not a push channel

25. Other Facebook Marketing tactics
you might not know about:
" Facebook Insights for your website
" Facebook comments
– For a blog
– For product pages
" Facepile

26. Rand Fishkin blogged in July 2011
• Social Media Marketing: Facebook + Twitter Aren’t
Enough
• Why is that?

29. But what about others (2011):
100+
million
25+
million
10+
million
Up-­‐and-­‐Comers
users
users
users
Facebook
Reddit
Tumblr
Posterous
StumbleUpon
StackExchange
TwiJer
Flickr
Care2
Namesake
Slideshare
Quora
LinkedIn
Yelp
Scribd
Foursquare
DeviantArt
Hunch
Youtube
Wikipedia
Digg
(fading)
Forrst
Delicious
Dribbble
Myspace
(fading)
(fading)

30. And Pinterest
" At the moment 1.36 million users daily
" Gender breakdown: Female 68%, Male 32%
" Over 10.4 million registered users
" 9 million monthly Facebook-connected users
" BIGGEST TAKE-AWAY: It wasn’t on that list made 8
months ago.

32. ZMOT mixes with Social
" This is already happening
" It is somewhat unpredictable
" Businesses and marketers who get this will win

33. Paid – Owned – Earned: buzzwords in
social media marketing

35. Paid – Owned – Earned: buzzwords in
social media marketing
" The big question among Social Media Marketers at the
moment is what is the best way to combine these?
" Earned media is the one increasing most in importance
" Marketers need to understand that Social Media is not
vertical like advertising or PR but a horizontal layer
" It is connected to businesses from customer service to
customer acquisition to customer retention!
" Measuring the VALUE of Social Media is important, it varies
often according to campaign objectives

36. Recommended reading
" http://pinterest.com/mikkor/books-worth-reading/

37. QUESTIONS?

38. Thank you!
Connect with us to keep yourself up-to-date:
http://www.facebook.com/tatami.digitoimisto
Read more on our blog at:
www.tatami.fi/blogi (only in Finnish)
You’ll find this presentation on Slideshare under the
username ”tatamimedialabs”