marketing communications 2012 / aarne töllinen
DESCRIPTION
a presentation by Aarne Töllinen from DIMAR webinar. www.dimar.fiTRANSCRIPT
SOCIAL MEDIA WORLD FORUM TAKEAWAYS FROM B2B PERSPECTIVE
Aarne Töllinen @aarnetollinen aarne.tollinen(a)jyu.fi 19 March 2012 / DIMAR webinar
THE YEAR FOR ADOPTION
2012 IS
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.
USE RESOURCES
DO: - Have a voice - Tell a story
- Make a plan
THINK about: Pinterest Twitter
Google+
YouTube
Blogs
REMEMBER: Journalists
Finally forget the
PUSH
communications!
PR PR is personal connection. PR is interaction. Social media has brought public back to PR.
CONTENT CREATION
FOCUS ON
WHAT EVER YOU DO…
…KEEP IT SHORT.
Asset driven content
products Human driven content
expertise
Content by you
Content by others
BOOMING TYPES OF CONTENT
blogs
email video
ARE YOU READING MARKETING MESSAGES THE WHOLE DAY?
YOUR CUSTOMERS AREN´T EITHER.
THEY JUST WANT TO HAVE A SNACK.
CUSTOMER POINT OF VIEW
THINK ABOUT
CUSTOMER ORIENTATION…
Email marketing
Customer service
Social media
Mobile
… IS LISTENING.
Easy way to reply Online & FAQ Monitor & Measure Use & Optimize
CALL TO ACTION
WHAT EVER YOU DO
Focus on leads The more action the better Optimize your (web)content for social
Blogs Emails Whitepapers Webinars
Twitter Youtube LinkedIn
CALL TO ACTION
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.
SET A GOAL
BEFORE DOING ANYTHING
That forms the foundations to the marketing measurement
What is your business goal?
BECAUSE MEASUREMENT IS USELESS…
…WITH OUT A GOAL.
That is your marketing goal.
REVENUE
CONVERSIONS
Measure at least
Campaign orientation is one way to ease long-term measurement.
Next DIMAR webinar 26 April 2012:
digital leads, branding and social media
Rautaruukki, Wärtsilä, The Switch
THANK YOU. www.dimar.fi/blog
DIMAR group @ LinkedIn
@aarnetollinen