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Janne Saarikko @ Sosiaalisen median mittaaminen -seminaarissa 1.3. 2012.
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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
