innovative marketing guest lecture 27.11.2012
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INNOVATIVE MARKETINGYRIS641
Guest Lecturer Karl Filtness
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KARL FILTNESS
CEO, LivingStone Kodit OyM. Sc (Econ.), M. Sc (Chem.)
Father, HusbandRugby Player
@karlfiltnessKarl Filtness YRIS641 27.11.2012
MARKETER
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AGENDA
A. THEORY
Content MarketingSocial MediaFacebookPinterest
B. PRACTICE
LivingStone KoditBlog Strategy
Facebook StrategyPinterest
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MOVEMBER
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CONTENT
THEORYFACEBOOK
BLOG
SUCCESS
MONEY
A.INSPIRE
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CONTENT MARKETING
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Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer
action.
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WHY?
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EFFECTIVE IMMUNITY
ENGAGEMENTSTORYTELLING
AIDING CONSUMERS BRAND AWARENESS
SHARE OF MINDTRAFFIC
SEOKarl Filtness YRIS641 27.11.2012
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CONTENT VS TRADITIONAL
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CONTENT
TalkCustomer
Easy to MeasureCheap
Less risksDynamicLong Tail
Multiple Segments
TRADITIONAL
ShoutCompany
Hard to QuantifyExpensiveHigh risk
StaticCampaign
General/Specific Segment
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CONTENT VS SOCIAL MEDIA
CONTENT
Own Web SiteLong FormContent
Demand Generation
SOCIAL MEDIA
PlatformShort Form
Brand AwarenessCustomer Satisfaction
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OVERLAPPING
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SOCIAL MEDIA 2013
Social media is the number 1 activity on the web!
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Social gamers 6 billion in virtual goods vs Moviegoers 2,5 billion in real goods
90 % trust peer reviews vs 14 % trust ads
Search vs Find
ROI of social media is your
business will exist in 5 years
PARADIGM SHIFT
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FACEBOOK IN FINLANDOmnicom MediaGroup study 2012
2,1 million users1,8 million weekly1,5 million daily
194 Friends48 % Male
52 % Female13 Karl Filtness YRIS641 27.11.2012
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FACEBOOK IN FINLAND
15-25 year olds:Over 50 % use 1-5 hours a day
Over 60 % check it several times a day
Most important reason to use is
to stay in touch with friends
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BRANDS AND FACEBOOK
According to Omnicom MediaGroup
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LOVE LETTERS WORK!
36 % received and
82 % opened a love letter
46 % say the brands image improved
74 % of users like a brand
22 % couldsocialize
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What is Pinterest
Why it is different
Pinterest and Marketing1. Sales2. Visual Brands3. Anti Visual Brands4. Branding
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Virtual cork board
Pictures, Videos, ArticlesLinks
Discover New Sites and Blogs
PIN & INTEREST
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Karl Filtness N2 Social Media Hub 29.3.201220 Karl Filtness YRIS641 27.11.2012
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A NEW WAY OF THINKING
Follow Interests, not People
The PIN, The Board, The Person
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Pinterest and Marketing
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WHY?
EASYTOPIC FOCUSEDNEW AUDIENCE
SPENT TIMESEGMENTING
TRAFFICINSPIRING
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SALES1 . 27 Karl Filtness YRIS641 27.11.2012
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MORE MONEYMORE OFTEN
MORE PRODUCTSFOLLOW BRANDS
17 % SOME REVENUE
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2.VISUAL
BRANDS
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3119 Karl Filtness N2 Social Media Hub 29.3.2012Karl Filtness YRIS641 27.11.2012
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323.ANTI VISUAL
BRANDS
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33WORLDS “FIRST” PINTEREST CAMPAIGN
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344.BRANDING
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36PRACTICEB.Karl Filtness YRIS641 27.11.2012
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HOLISTIC MARKETING
Business Strategy = Marketing Strategy
The Customer is the Reason We Are in Business
FORGET SILOS
EVERYTHING MATTERS
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CUSTOMERS
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POSITIONBest Service
+SOLUTIONS! not product or technology
oriented approach+
General Liability
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TRUE CARING OF THE CUSTOMERKarl Filtness YRIS641 27.11.2012
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BRAND
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DIGITAL MARKETING
4.Twitter, Google+, LinkedIn
5.AdWords, BlogLovin’, Blogilista, Forums etc.
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1. Blog
2. Facebook
3. Pinterest
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BLOG STRATEGY
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BLOG STRATEGY
SEOTraffic
Brand AwarenessShare of Mind
InnovationUp to Date
ProfessionalismInspire
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BLOG STRATEGY
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1.8. - 15.11.2012
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BLOG STRATEGY
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Most Popular Keywords Most Popular Pages
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FACEBOOK STRATGY
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WHY?
SocialInspireDiscussContent
LifestyleDifferentiation
Be Where the Crowd Is
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FACEBOOK STRATEGY
TACTICS6 posts a week
Promoting Blog PostsInspiring
TipsLikable and useful
GOALSBrand BuildingEngagement
Share of MindPart of Daily Life
Leads
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LivingStone is a LIFESTYLE Brand
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533.PINTEREST STRATEGY
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PINTERESTThe Power of Pictures
Following TrendsShare of Mind Association InnovationPromotionForerunner Positioning Branding
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TWITTER, GOOGLE+, LINKEDIN
Supporting main activities
Twitter most relevant
Google+ currently waste of time
LinkedIn B2B-centered
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4.Part of the toolbox
Lack of time, prioritize
Can change quickly
Credibility, Evolving, Recruiting
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ADWORDS, BLOGLOVIN´, BLOGILISTA, FORUMS ETC
AdWords used for tough keywords
BlogLovin’ & Blogilista for promotion
Forums to deepen conversation and engagement
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5.
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CONTACT
Karl Filtness050 433 5954
karl.filtness@livingstonekodit.fi@karlfiltness
www.livingstonekodit.fiwww.facebook.com/livingstonekodit
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Pictures & sources:
Slide 4: http://fi.movember.comSlide 6: http://www.youtube.com/watch?v=Q5Tt5JSRsOc&feature=youtu.beSlide 10: http://www.youtube.com/watch?v=QUCfFcchw1w&feature=youtu.beSlide 13-16. Omnicom Media Group http://www.slideshare.net/omgdigital/facebooktutkimus-syksy-2012 Slide 16: Postilaatikko: Flickr Bara Koukoug http://www.flickr.com/photos/bara-koukoug/5597485466/Slide 31: Pasi Torkkeli http://pinterest.com/pin/93027548522754710/Slide 31: Pinterest http://pinterest.com/pin/142848619400694912/Slide 31: Island http://pinterest.com/pin/18295942206255834/Slide 31: Beatles http://pinterest.com/pin/100486635405711683/Slide 33 Kotex http://www.ubykotex.com/Slide 33: Kotex http://www.youtube.com/watch?v=UVCoM4ao2TwSlide 38: Silo http://www.stockfreeimages.com/Slide 42: Shoestring http://www.stockfreeimages.com/Slide 54: Viikon Betoniluomus http://www.livingstonekodit.fi/talodesign/viikon-betoniluomus-moderni-paritalo-useammalle-sukupolvelle/
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