Marketing communications 2012 / Aarne Töllinen

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