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Vpk Digital Marketing042009

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Antti Leino
Antti Leino

The document discusses trends in digital communication and social media. It notes that consumers are increasingly creating their own media through user-generated content on platforms like blogs, videos and social networks. It also discusses how companies can engage customers through digital opportunities like social media, wikis, podcasts and mobile applications. Brands are trying to get customers more involved in developing products and content through open collaboration.

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Ulkoisten verkkopalvelujen kehittäminen Antti Leino Interactive producer / advisor 27 April 2009
Digitaalisuuden trendejä Verkkopalvelun rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaaliset mediat, podcasting, blogit....
Trend in Digital Communication
Key technology trends • Microprocessors • Storage technologies • Telecommunications • Development tools
Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten teknologian suomat mahdollisuudet muokkaavat käyttäytymistapojamme kuluttaa viestejä, jaella viestejä ja luoda omia viestejä. " "
Web 1.0 vs Web 2.0 vs … 2.0 1.0 Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html DoubleClick, bannerit  Google AdSense, semanttinen mainonta Kodak Ofoto  Flickr Akamai  BitTorrent mp3.com  Napster Britannica Online  Wikipedia Omat kotisivut  Blogit –verkkopäiväkirjat URL-varailu  Hakukoneoptimointi Sivunäytöt (CPM)  Osuman hinta (CPC, cost per click) Julkaiseminen  Osallistuminen Sisällönhallinta-järjestelmät  Wikit Hakemistot (Taksonomia)  Tagit ("folksonomia") Kiinteät sisällöt  Sisällön syndikointi
Trends in consumer behaviour Consumers will take control to fast forward, skip, or delete. Market segments are defined by needs and preferences. Consumer are content providers - personal blogs, sharing videos, photos and illustrations, giving comments and spending time in virtual worlds Multiple consumer touchpoints.
Vpk Digital Marketing042009
Vpk Digital Marketing042009
Vpk Digital Marketing042009
Digitaalisuuden uudet mahdollisuudet
Digital Opportunities
Vpk Digital Marketing042009
Vpk Digital Marketing042009
“ Play” vs. “Search” SEARCH INFORMATION PLAY KEY ISSUES: Experiences Entertainment Surprises Appealing to feelings Branding KEY ISSUES: Usability Logicality Rapid response Rationality Branding Both functionalities are needed for a successful online service. Focus of the digital efforts define the more dominant dimension.
Inform Activate Engage
Objectives: activating and engaging consumers
Objectives: Informing consumers
Objectives: informing, activating, engaging consumers
Bought media Earned media Own media
Key questions for marketers How to guide customers´ actions in digital environments? How to integrate that with everything else company does? How to create and sustain real two-way communication relationship?
All marketing efforts are are tied together with a web site WWW See ad (Tv,print, radio,..) E-mail Campaign (mini site) Event Competition ym... Brochure Order e-mail Join the site Order brochure Invitation Sign-in for event
Some digital opportunities An advertiser’s own digital properties: Home page Sales channel Campaign landing pages Content / Web films / rich brand experiences Video sharing Web sites: YouTube, Revver, Guba Media hardware gateways: Xbox, PS3, Slingbox/Squeezebox, Sonos, TiVo 2.0/DVRs Social networking environments: MySpace, Xanga, Hi5, Facebook Picture and slideshow sharing environments: Slide, Piczo, Photobucket, Flickr E-mail marketing Search engine marketing Windows Live Search, MSN, Google Adsense, Yahoo! Panama Immersive game environments: Second Life, Doppelganger, Habbo In-game advertising Mobile service providers and services: 3rdScreen, Vcast Vodafone and other global phone/service providers DoCoMo I-Mode (Japan) Out-of-home environments: Digital billboards, posters, jumbotrons, etc. POS Digital displays Short code redemption offers Other advertising buying/serving optimization technologies: Blind networks , V iral/P2P , IPTV , SpotRunner, Blue Lithium Branding opportunities: Web site design and development Content Applications Games
Digital communication objectives Example: e-mail newsletter Sell - Grow sales - the e-newsletter often acts as both a customer acquisition tool and a retention tool. Serve - Add value, give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector. Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking which content are people most interested in. Save - Save costs, of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with. Sizzle - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values. “ 5s”
SOCIAL MEDIA
What is ”social media”? Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs , message boards , podcasts , wikis , and vlogs .
” Maailmassa on 110 miljoonaa Ted Turneria.” Anssi Vanjoki, Nokia
Mistä sosiaalisessa mediassa, yhteisöissä, on kyse? Olemme kansoittamassa webbiä Luomme rakenteita, joissa ihmiset viettävät aikaa keskenään ” Oleskelutiloja” Sosiaalinen "tunne" on ratkaiseva Jos taustasi on ravintolabusineksessä pärjäät todennäköisesti paremmin kuin ollessasi lehtikustantaja
Consumers are creating their own media 21% suomalaisista Facebookissa aktiivisia (1,1M)
User-generated content will be next big challenge
User-generated content creates stickyness and loyalty
User-generated content is often authentic and “real”...
User-generated content / sharing
Vpk Digital Marketing042009
Vpk Digital Marketing042009
Case Igglo.fi
Vpk Digital Marketing042009
Virtual communities will be “just communities”
Yhteisön luomisen muistisääntöjä Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin näin 1% osallistuu sisällön tuottamiseen 10% osallistuu kommentointeihin ja arvioihin 89% kuluttaa Forresterin kyselytutkimukset jakaa käyttäjät osallistumisen mukaan 13% luo sisältöä 19% osallistuu blogien kommentoinneilla ja arvosteluilla 15% keräilee rss-syötteitä ja merkitsee sivuja del.icio.us tai technorati -palveluilla 19% liittyy sosiaalisen median yhteisöihin 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja 52% ei osallistu lainkaan sosiaalisiin medioihin Viisi vihjettä osallistumisen suunnitteluun: Ymmärrä kohderyhmäsi sosiaalisen median käyttöprofiili Kartoita käyttäjien osallistumistavat – nyt ja tulevaisuudessa Luo useita osallistumispisteitä Tee luomisesta ja osallistumisesta helppoa ja nopeaa Varustaudu osallistumisen tuomaan avoimuuteen ja kritiikkiin
Some examples http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=70704182 http://www.flickr.com/photos/tags/maybelline/ http://hotlists.hotornot.com/Style-g21035-Maybelline.html http://technorati.com/tag/Maybelline http://www.thisnext.com/tag/maybelline/
Wiki : yhteinen muisti A wiki is an easy way for a group of users to collaboratively author content. Popularized by the community-created encyclopedia web site Wikipedia, ( www.wikipedia.org ) Wiki lets visitors "easily add, remove, and otherwise edit and change available content." That kind of user collaboration is sparking the interest of marketers Marketers are increasingly trying to get customers more involved and engaged with the products. A perfect intranet/extranet tool to share ideas and collect information.
Background thoughts The “wiki” is in its early days as an external marketing tool Wikipedia web site is sixth-most-visited collection of web properties (several language versions) in the world, 165 million unique visitors in December 2006 (ComScore) So how is a wiki different from a message board or corporate blog? a wiki is a more sophisticated easily updated incarnation of a message board message boards can be difficult to follow the same questions are often asked in different spaces and are only for the uber-engaged readers user will have the control!
Case Mavswiki, collaboration
Benefits of wiki Wiki stays more current and can end up involving more people. Because wiki relies on the wisdom of crowds it can help marketers address the issues of most concern Brands eventually will adopt brand-related "advocacy wikis" For example, Pepsi, which is launching a healthful-lifestyle push, could sponsor “a wellness wiki” EBay has used wikis in its customer-support section, letting users collaboratively write answers to frequently asked questions.
Yritysbloggaus Informal corporate communication An extension of public relations and customer service Qualitative research would migrate blog format as well Do back-end work of research to decide what they want to accomplish, what they want to say and how they'll say it Appoint or hire (1) someone to write and (2) someone monitor the blog posts and responses. “ Proceed with caution” Fastlane blog by General Motors' Bob Lutz
Informaation jakelu : podcasting A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers . The term podcast , like broadcast , can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting . The term, as originally coined was meant as a combination of "broadcasting" and " iPod ".
Informaation jakelu : RSS syöte Real Simple Syndication RSS is a feed format used to publish frequently updated content such as blog entries, news headlines, and podcasts An RSS document (which is called a "feed" or "web feed" or "channel") contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays.
Widgets: ole läsnä Small straightforward applications that can run on your desktop or online: floating clock faces, scoreboards, weather monitors, link collections miniature, portable web experiences that can be installed on your computer or Increasingly embedded in MySpace or Facebook pages, in personalized home pages such as iGoogle, or on blogs.
 
 
 
Mobile: 7th massmedia
Consumer Driven Innovation Building a loyal community of consumers
P&G: Tremor innovation panels Tremor is a marketing service - powered by The Procter & Gamble Company - that develops word-of-mouth marketing programs. http://www.tremor.com/
P&G: closes innovation loop
Mercedes: integrate content from enthusiasts
Tripadvisor: Ratings by clients http://www.tripadvisor.com/
Ducati: Clients participate in product development SportClassic - More than 12.000 answers
Thank you! Antti Leino [email_address] www.lowreality.com www.linkedin.com/in/anttileino Two favorite promotional sites http://www.vitaminwater.com/ http://www.comeclean.com

More Related Content

Vpk Digital Marketing042009

  • 1. Ulkoisten verkkopalvelujen kehittäminen Antti Leino Interactive producer / advisor 27 April 2009
  • 2. Digitaalisuuden trendejä Verkkopalvelun rooli markkinointiviestinnässä Digitaalisen markkinoijan mahdollisuuksia: sosiaaliset mediat, podcasting, blogit....
  • 3. Trend in Digital Communication
  • 4. Key technology trends • Microprocessors • Storage technologies • Telecommunications • Development tools
  • 5. Digitaalisuudessa ei ole kyse teknologiasta vaan siitä miten teknologian suomat mahdollisuudet muokkaavat käyttäytymistapojamme kuluttaa viestejä, jaella viestejä ja luoda omia viestejä. " "
  • 6. Web 1.0 vs Web 2.0 vs … 2.0 1.0 Source: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html DoubleClick, bannerit  Google AdSense, semanttinen mainonta Kodak Ofoto  Flickr Akamai  BitTorrent mp3.com  Napster Britannica Online  Wikipedia Omat kotisivut  Blogit –verkkopäiväkirjat URL-varailu  Hakukoneoptimointi Sivunäytöt (CPM)  Osuman hinta (CPC, cost per click) Julkaiseminen  Osallistuminen Sisällönhallinta-järjestelmät  Wikit Hakemistot (Taksonomia)  Tagit ("folksonomia") Kiinteät sisällöt  Sisällön syndikointi
  • 7. Trends in consumer behaviour Consumers will take control to fast forward, skip, or delete. Market segments are defined by needs and preferences. Consumer are content providers - personal blogs, sharing videos, photos and illustrations, giving comments and spending time in virtual worlds Multiple consumer touchpoints.
  • 15. “ Play” vs. “Search” SEARCH INFORMATION PLAY KEY ISSUES: Experiences Entertainment Surprises Appealing to feelings Branding KEY ISSUES: Usability Logicality Rapid response Rationality Branding Both functionalities are needed for a successful online service. Focus of the digital efforts define the more dominant dimension.
  • 17. Objectives: activating and engaging consumers
  • 20. Bought media Earned media Own media
  • 21. Key questions for marketers How to guide customers´ actions in digital environments? How to integrate that with everything else company does? How to create and sustain real two-way communication relationship?
  • 22. All marketing efforts are are tied together with a web site WWW See ad (Tv,print, radio,..) E-mail Campaign (mini site) Event Competition ym... Brochure Order e-mail Join the site Order brochure Invitation Sign-in for event
  • 23. Some digital opportunities An advertiser’s own digital properties: Home page Sales channel Campaign landing pages Content / Web films / rich brand experiences Video sharing Web sites: YouTube, Revver, Guba Media hardware gateways: Xbox, PS3, Slingbox/Squeezebox, Sonos, TiVo 2.0/DVRs Social networking environments: MySpace, Xanga, Hi5, Facebook Picture and slideshow sharing environments: Slide, Piczo, Photobucket, Flickr E-mail marketing Search engine marketing Windows Live Search, MSN, Google Adsense, Yahoo! Panama Immersive game environments: Second Life, Doppelganger, Habbo In-game advertising Mobile service providers and services: 3rdScreen, Vcast Vodafone and other global phone/service providers DoCoMo I-Mode (Japan) Out-of-home environments: Digital billboards, posters, jumbotrons, etc. POS Digital displays Short code redemption offers Other advertising buying/serving optimization technologies: Blind networks , V iral/P2P , IPTV , SpotRunner, Blue Lithium Branding opportunities: Web site design and development Content Applications Games
  • 24. Digital communication objectives Example: e-mail newsletter Sell - Grow sales - the e-newsletter often acts as both a customer acquisition tool and a retention tool. Serve - Add value, give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector. Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking which content are people most interested in. Save - Save costs, of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with. Sizzle - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values. “ 5s”
  • 26. What is ”social media”? Social media describes the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs , message boards , podcasts , wikis , and vlogs .
  • 27. ” Maailmassa on 110 miljoonaa Ted Turneria.” Anssi Vanjoki, Nokia
  • 28. Mistä sosiaalisessa mediassa, yhteisöissä, on kyse? Olemme kansoittamassa webbiä Luomme rakenteita, joissa ihmiset viettävät aikaa keskenään ” Oleskelutiloja” Sosiaalinen "tunne" on ratkaiseva Jos taustasi on ravintolabusineksessä pärjäät todennäköisesti paremmin kuin ollessasi lehtikustantaja
  • 29. Consumers are creating their own media 21% suomalaisista Facebookissa aktiivisia (1,1M)
  • 30. User-generated content will be next big challenge
  • 31. User-generated content creates stickyness and loyalty
  • 32. User-generated content is often authentic and “real”...
  • 38. Virtual communities will be “just communities”
  • 39. Yhteisön luomisen muistisääntöjä Vanhankansan viisaus verkossa osallistumisesta menee jokseenkin näin 1% osallistuu sisällön tuottamiseen 10% osallistuu kommentointeihin ja arvioihin 89% kuluttaa Forresterin kyselytutkimukset jakaa käyttäjät osallistumisen mukaan 13% luo sisältöä 19% osallistuu blogien kommentoinneilla ja arvosteluilla 15% keräilee rss-syötteitä ja merkitsee sivuja del.icio.us tai technorati -palveluilla 19% liittyy sosiaalisen median yhteisöihin 33% kuluttaa lukemalla blogeja, katsomalla videoita, podcasteja 52% ei osallistu lainkaan sosiaalisiin medioihin Viisi vihjettä osallistumisen suunnitteluun: Ymmärrä kohderyhmäsi sosiaalisen median käyttöprofiili Kartoita käyttäjien osallistumistavat – nyt ja tulevaisuudessa Luo useita osallistumispisteitä Tee luomisesta ja osallistumisesta helppoa ja nopeaa Varustaudu osallistumisen tuomaan avoimuuteen ja kritiikkiin
  • 40. Some examples http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=70704182 http://www.flickr.com/photos/tags/maybelline/ http://hotlists.hotornot.com/Style-g21035-Maybelline.html http://technorati.com/tag/Maybelline http://www.thisnext.com/tag/maybelline/
  • 41. Wiki : yhteinen muisti A wiki is an easy way for a group of users to collaboratively author content. Popularized by the community-created encyclopedia web site Wikipedia, ( www.wikipedia.org ) Wiki lets visitors "easily add, remove, and otherwise edit and change available content." That kind of user collaboration is sparking the interest of marketers Marketers are increasingly trying to get customers more involved and engaged with the products. A perfect intranet/extranet tool to share ideas and collect information.
  • 42. Background thoughts The “wiki” is in its early days as an external marketing tool Wikipedia web site is sixth-most-visited collection of web properties (several language versions) in the world, 165 million unique visitors in December 2006 (ComScore) So how is a wiki different from a message board or corporate blog? a wiki is a more sophisticated easily updated incarnation of a message board message boards can be difficult to follow the same questions are often asked in different spaces and are only for the uber-engaged readers user will have the control!
  • 44. Benefits of wiki Wiki stays more current and can end up involving more people. Because wiki relies on the wisdom of crowds it can help marketers address the issues of most concern Brands eventually will adopt brand-related "advocacy wikis" For example, Pepsi, which is launching a healthful-lifestyle push, could sponsor “a wellness wiki” EBay has used wikis in its customer-support section, letting users collaboratively write answers to frequently asked questions.
  • 45. Yritysbloggaus Informal corporate communication An extension of public relations and customer service Qualitative research would migrate blog format as well Do back-end work of research to decide what they want to accomplish, what they want to say and how they'll say it Appoint or hire (1) someone to write and (2) someone monitor the blog posts and responses. “ Proceed with caution” Fastlane blog by General Motors' Bob Lutz
  • 46. Informaation jakelu : podcasting A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers . The term podcast , like broadcast , can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting . The term, as originally coined was meant as a combination of "broadcasting" and " iPod ".
  • 47. Informaation jakelu : RSS syöte Real Simple Syndication RSS is a feed format used to publish frequently updated content such as blog entries, news headlines, and podcasts An RSS document (which is called a "feed" or "web feed" or "channel") contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays.
  • 48. Widgets: ole läsnä Small straightforward applications that can run on your desktop or online: floating clock faces, scoreboards, weather monitors, link collections miniature, portable web experiences that can be installed on your computer or Increasingly embedded in MySpace or Facebook pages, in personalized home pages such as iGoogle, or on blogs.
  • 49.  
  • 50.  
  • 51.  
  • 53. Consumer Driven Innovation Building a loyal community of consumers
  • 54. P&G: Tremor innovation panels Tremor is a marketing service - powered by The Procter & Gamble Company - that develops word-of-mouth marketing programs. http://www.tremor.com/
  • 56. Mercedes: integrate content from enthusiasts
  • 57. Tripadvisor: Ratings by clients http://www.tripadvisor.com/
  • 58. Ducati: Clients participate in product development SportClassic - More than 12.000 answers
  • 59. Thank you! Antti Leino [email_address] www.lowreality.com www.linkedin.com/in/anttileino Two favorite promotional sites http://www.vitaminwater.com/ http://www.comeclean.com