Miten teen tuloksellista B2B-markkinointia sosiaalisessa mediassa

SocialMiten teet tuloksellista B2B-markkinointia

(sosiaalisessa mediassa)

Janne SaarikkoStrategy Director, Zeeland Oyj

Suomen 5. suurin markkinointiviestinnän palveluyritys

Laajin osaamisportfolio samassa tilassa,erityisen vahvoina digimarkkinointi, sosiaalinen media

ja markkinoinnin analytiikka

120 työntekijää

Helsinki, Turku, Tallinna

Julkisesti noteerattu – First North -markkinassa

Tulos tai ulos,markkinointi!

B2B-markkinointi on erilaista, joka kerta.

Pitää mitata, jotta voi oppia ja kehittyä.

Hyvää strategiaa mitataan.

Mittarit kertovat miten strategia on viety

käytäntöön.

Kaikki markkinointi voi olla tuloksellista.

Tiedätkö mikä on?

Mutta, sosiaalinen media ei toimi kuin

markkinointi.

Sosiaalisen median tulokset tulevat

ekosysteemien läpi.RFE (Return From Ecosystem)

Ja siksi sosiaalista mediaa ei osata mitata.

Entäs sitten?

Strategiaa sosiaalisessa mediassa - S3+E3

Inbound vs. Outbound

Social Media Slingshot-mittaamiskehys

Pari esimerkkiä ja yhteenveto

ABCD

ProcessAgile Strategy Roadmap

Strategy

Agile Strategy ProcessA

S3 Agile Strategy Creation ProcessA

Future

Speed

Courage

1.

2.

3.

Scenarios

Priority

Guidance

StrategicPlanning

Search Scenario Strategy

Trends• online• industrial

Client

Technologies

Customers

CompetitionResearch

Agile | Fast | Simple

Vision

Vision

Strategy

Vision

Strategy

Vision

"Foundation" "Action""Attitude"

"Foundation" "Action""Attitude"

Vision

Needed Change

Needed Change

Needed Change

Vision

Strategic Element 3

Strategic Element 1

Strategic Element 2

Metrics Metrics Metrics

Needed Change

Needed Change

Needed Change

Vision

Strategic Element 3

Strategic Element 1

Strategic Element 2

Metrics Metrics Metrics

Needed Change

Needed Change

Needed Change

Vision

Strategic Element 3

Strategic Element 1

Strategic Element 2

TacticsAction 1Action 2Action 3Action 4

Metrics Metrics Metrics

Needed Change

Needed Change

Needed Change

Vision

Strategic Element 3

Strategic Element 1

Strategic Element 2

TacticsAction 1Action 2Action 3Action 4

Metrics Metrics Metrics

Needed Change

Needed Change

Needed Change

Vision

Strategic Element 3

Strategic Element 1

Strategic Element 2

TacticsAction 1Action 2Action 3Action 4

Results

Agile | Fast | Simple

Inbound vs.outbound?

Permission to sell

Itʼs all about selling in the end

Awareness - Inbound Sales - Outbound

Category

Brand

1) Mittaamiskehys, jossa määritellään organisaation tapa arvottaa sosiaalisen median toimenpiteitä. Mittaamiskehyksen avulla voidaan johtaa liiketoiminnalliset tavoitteet yksittäiselle sosiaalisen median toimenpiteelle ja täten myös seurata toimenpiteen onnistumisia.

Mittaamiskehys

SOCIAL

{

SLINGSHOTMEDIA

Miikka Leinonen Janne Saarikko{ }

Visual

Social Media

Measuring

Social media is effective!

Social MediaManagers

Social media is effective!

Social MediaManagers

BusinessManagement

No.Social media

is trendy.

Social media is effective!

Social MediaManagers

BusinessManagement

We need more money!

No.Social media

is trendy.

Social media is effective!

Social MediaManagers

BusinessManagement

I'll rather use money

for somethingtried and proved.

We need more money!

No.Social media

is trendy.

Social media is effective!

Social MediaManagers

We need more

money!

We need more

money!

We need more

money!

We need more

money!

We need more

money!

Social media is effective!

Social media is effective!

Social media is effective!

Social media is effective!

BusinessManagement

Come back when you have

something.

Social MediaManagers

BusinessManagement

Social media managers lack deep knowledge of

the business.

Business managers lack deep knowledge of

social media.

Social MediaManagers

BusinessManagement

How can we bridge this gap?

Business managers lack deep knowledge of

social media.

Social media managers lack deep knowledge of

the business.

SOCIAL MEDIA SLINGSHOT

THEORY

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Handled by the business people.

Handled by the social media people.

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Businessgoal

Set your goal.

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

Set your goal.

Choose your actions.

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

Choose your monitors.

Views Recommendations New contacts

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

Set your mid-goal.

Choose your monitors.

Views Recommendations New contacts

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

Views Recommendations New contacts

Shoot!

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

Views Recommendations New contacts

Measuring social media

Measuring business

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

ROI-100% 200% 300%100%0%

Study end results.

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

ROI-100% 200% 300%100%0%

Learn to create scenarios.

SOCIAL MEDIA SLINGSHOT

Action Businessgoal

ROI-100% 200% 300%100%0%

Learn to create scenarios.

Learn to calculate probabilities.

SOCIAL MEDIA SLINGSHOT

Learn to create scenarios.

Learn to calculate probabilities.

Learn your common language.

EXAMPLE

Viraalivideo15 000 €

0% 200% 300%-100%-200%

Esim: Viraalivideo

100 000 katselukertaa

5 000 kävijää tarjoussivulle

500 uutta tilausta

Tulos: 500x78€

ROI=260%

100%-300%

Measuring social media

Measuring business

Case: GrasshopperRebranding campaign to a B2B company offering advanced phone number service to companies

Idea & ObjectiveMake people excited about being an entrepreneur and visiting Grasshopper site to get awareness among entrepreneurs about Grasshopper offering.ActivitySending 5,000 chocolate grasshoppers to influencers with a URL to the motivational video, and then further to Grasshopper.comResults

Sosiaalisen media tulokset tulevat

ekosysteemien läpi.

YhteenvetoLiitä sosiaalinen media strategiaan

Rakenna strategiset mittaritInbound ja/tai outboundToimi, mittaa ja kehitä

Some ei ole erillinen eläin!

Twitter.com/saarikkoFacebook.com/saarikko

Janne Saarikko

Twitter.com/ZeelandGroupFacebook.com/ZeelandGroup