we (not they) decide what our brand is about!

Kodja Consulting © Ilkka Kauppinen 2009

http://bit.ly/RTzPehttp://bit.ly/RTzPe


HAVE WE LOST HAVE WE LOST ALL CONTROL?ALL CONTROL?


?#1?#1


DID YOU SLEEP DID YOU SLEEP WELL?WELL?


SEOSEO


TWITTERTWITTER


BLOGBLOG


RSSRSS


http://bit.ly/EHNFVhttp://bit.ly/EHNFV


Kodja Consulting Ltd. - Internet Marketing ServicesKodja Consulting Ltd. - Internet Marketing ServicesIlkka KauppinenIlkka Kauppinen

www.linkedin.com/user/ilkkakauppinenwww.linkedin.com/user/ilkkakauppinen www.twitter.com/ilkkakauppinenwww.twitter.com/ilkkakauppinen www.facebook.com/ilkkakauppinenwww.facebook.com/ilkkakauppinenhttp://picasaweb.google.com/ilkkakauppinenhttp://picasaweb.google.com/ilkkakauppinenwww.flickr.com/ilkkakauppinenwww.flickr.com/ilkkakauppinen www.marketingtourism.infowww.marketingtourism.infowww.matkailumarkkinointi.comwww.matkailumarkkinointi.comhttp://matkailumarkkinointi.blogspot.comhttp://matkailumarkkinointi.blogspot.com [email protected]@marketingtourism.info

http://www.linkedin.com/user/ilkkakauppinen

http://www.twitter.com/ilkkakauppinen

http://www.facebook.com/ilkkakauppinen

http://picasaweb.google.com/ilkkakauppinen

http://www.flickr.com/ilkkakauppinen

http://www.marketingtourism.info/

http://www.matkailumarkkinointi.com/

http://matkailumarkkinointi.blogspot.com/

mailto:[email protected]


Internet-marketing Social Media

Brand Social Media Plan


INTERNET INTERNET MARKETINGMARKETING


INTERNETINTERNETMARKETINGMARKETING


Internet marketing toolsInternet marketing tools

Newsletters and RSS-feedsNewsletters and RSS-feeds Social mediaSocial media

Internet advertisementInternet advertisement Affiliate marketingAffiliate marketing

Games and virtual worldsGames and virtual worlds


Internet marketing toolsInternet marketing tools

Search engine marketing Search engine marketing LinkingLinking MobileMobile

Maps and GPSMaps and GPS www-siteswww-sites


WWWWWW


www-site Picture gallery

Mobile

Social network

Blog

Video gallery

Map service

Community Social network

Mashup

www-sitewww-site


http://bit.ly/XFhrdhttp://bit.ly/XFhrd


SOCIAL SOCIAL MEDIAMEDIA


?#2?#2


TARGET GROUPTARGET GROUP


BRANDBRAND


* Pricing

* Pricing

* Distrib

ution

* Distribution

* Quality

* Quality

* Presence

* Presence

* Awareness

* Awareness

* Reputation

* Reputation

* Image

* Image

* Benefits

* Benefits

* Positio

ning salience

* Positioning salience

* Preference

* Preference

* Share of m

arket

* Share of market

* Customer commitm

ent

* Customer commitment

LYNN, U. 1995


BRAND BRAND IDENTITYIDENTITY


www.lappset.dkw www.lappset.sewwww.lappset.com

http://www.lappset.dk/

http://www.lappset.se/

http://www.lappset.se/

http://www.lappset.com/

http://www.lappset.com/


DOES SOCIAL DOES SOCIAL MEDIA REALLY MEDIA REALLY

INFLUENCE INFLUENCE YOUR BRAND?YOUR BRAND?


TOOLSTOOLS


Use existing social networksUse existing social networks Build your own social networkBuild your own social network

Integrate social elements on your webpageIntegrate social elements on your webpage

Examples http://bit.ly/8SspExamples http://bit.ly/8Ssp


SOCIAL MEDIA SOCIAL MEDIA IS NOT IS NOT FOR US FOR US

BECAUSE…BECAUSE…


* 81% believe social media can enhance relationships with customers/clients* 81% believe social media can enhance relationships with customers/clients * 81% agree it can build brand reputation * 81% agree it can build brand reputation

* 69% feel such networking can be valuable in recruitment * 69% feel such networking can be valuable in recruitment * 64% see it as a customer service tool * 64% see it as a customer service tool

* 46% think it can be used to promoting employee engagement * 46% think it can be used to promoting employee engagement

© 2009 RUSSELL HERDER and ETHOS BUSINESS LAW


* 81% believe social media can * 81% believe social media can enhance relationshipsenhance relationships with customers/clients with customers/clients * 81% agree it can * 81% agree it can build brand reputationbuild brand reputation

* 69% feel such networking * 69% feel such networking can be can be valuable in recruitmentvaluable in recruitment * 64% see it as a * 64% see it as a customer service toolcustomer service tool

* 46% think it can be used to * 46% think it can be used to promoting employee engagementpromoting employee engagement

© 2009 RUSSELL HERDER and ETHOS BUSINESS LAW


WHAT IF THEY WHAT IF THEY SAY SOMETHING SAY SOMETHING BAD ABOUT US?BAD ABOUT US?


WHAT IF WE SAY WHAT IF WE SAY SOMETHING SOMETHING

BAD ABOUT US?BAD ABOUT US?


OK, WE BELIEVE OK, WE BELIEVE YOU.YOU.

WHAT SHOULD WHAT SHOULD WE DO NEXT?WE DO NEXT?


LEARNLEARN


MONITORMONITOR


DECIDE YOUR DECIDE YOUR GOALSGOALS


MAKE A PLANMAKE A PLAN


ACTACT


BRANDBRAND


WE (NOT THEY)WE (NOT THEY)DECIDE WHAT DECIDE WHAT OUR BRAND IS OUR BRAND IS

ABOUT?ABOUT?


Because you create when others play.Because you create when others play.

You learn when others rest.You learn when others rest.

You read when others watch.You read when others watch.

You do when others wait.You do when others wait.

You fail when others stay.You fail when others stay.

we (not they) decide what our brand is about!

Business