innovative marketing guest lecture 27.11.2012

INNOVATIVE MARKETINGYRIS641

Guest Lecturer Karl Filtness

1 Karl Filtness YRIS641 27.11.2012

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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

TWITTER

BLOG

SUCCESS

MONEY

PINTEREST

A.INSPIRE

Karl Filtness YRIS641 27.11.2012

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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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http://www.youtube.com/watch?v=Q5Tt5JSRsOc&feature=youtu.be


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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http://www.youtube.com/watch?v=QUCfFcchw1w&feature=youtu.be


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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


http://www.youtube.com/watch?v=UVCoM4ao2Tw


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.


1. Blog

2. Facebook

3. Pinterest

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BLOG STRATEGY

431 . Karl Filtness YRIS641 27.11.2012

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BLOG STRATEGY

SEOTraffic

Brand AwarenessShare of Mind

InnovationUp to Date

ProfessionalismInspire


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BLOG STRATEGY


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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FACEBOOK


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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

[email protected]@karlfiltness

www.livingstonekodit.fiwww.facebook.com/livingstonekodit


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http://www.livingstonekodit.fi

http://www.livingstonekodit.fi

http://www.facebook.com/livingstonekodit

http://www.facebook.com/livingstonekodit

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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http://fi.movember.com/

http://fi.movember.com/





http://www.slideshare.net/omgdigital/facebooktutkimus-syksy-2012

http://www.slideshare.net/omgdigital/facebooktutkimus-syksy-2012

http://www.flickr.com/photos/bara-koukoug/5597485466/

http://www.flickr.com/photos/bara-koukoug/5597485466/

http://pinterest.com/pin/93027548522754710/








http://www.ubykotex.com/

http://www.ubykotex.com/



http://www.stockfreeimages.com




http://www.livingstonekodit.fi/talodesign/viikon-betoniluomus-moderni-paritalo-useammalle-sukupolvelle/

http://www.livingstonekodit.fi/talodesign/viikon-betoniluomus-moderni-paritalo-useammalle-sukupolvelle/