Networking and Marketing in Social Media
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NETWORKING & MARKETINGIN SOCIAL MEDIA
Taru PulkkinenOulu University
17.10.2016
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Taru Pulkkinen• Head of Customer Relations• Background:
– Digital Marketing– Project leadership– New business consultation– Social media marketing & strategic planning– Strategic finance & accounting
• www.facebook.com/Kuulu• Twitter @KuuluFi / @arvuuttelija• Instagram @kuulu.fi
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• Why do we use social media?• Personal branding in social media• How to plan digital marketing?• How to create content to convince
everyone?
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ONLINE IS OUR NEWLIVING ENVIRONMENT.
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COMMUNICATIONS
Direct contact
Traditional medias Digital medias
Other
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Opportunities to network
Advertisement:Print ads, radio, tv
Traditional medias Digital medias
Direct contact Others
Earned media:Arcticles, news etc
WWW, SEOSocial media
Blog Email VideosMobile & Desktop
What do others say about us?What is said behind our backs?
Customer service, events, walk-ins,Phonecalls, key notes, meetings…
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Miksi some koukuttaa?• 1. Ulkopuolelle jäämisen pelko
2. Ego3. Laskelmoitu arvo (tiedostettu tai tiedostamaton)4. Kontrolli5. Sosiaalinen vertailu
• Lähde: Pamela Rutledge, 2010 Social Media Addiction: Engage Brain Before Believing
Lähde: Pamela Rutledge, 2010 Social Media Addiction: Engage Brain Before Believing
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“Social validation is important; social media like is a social signal. It affirms
our existence the same way that someone nodding at you on the
sidewalk does.”
Dr Pamela Rutledge
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Social media: Finland & GlobalFACEBOOK 2,3 millionYOUTUBE 2,3 millionWHATSAPP 1,6 millionINSTAGRAM 1,2 millionLINKEDIN 830 000TWITTER 300 000SNAPCHAT ?PERISCOPE ?SLIDESHARE ?
FACEBOOK 1,59 billionYOUTUBE 1 billionWHATSAPP 900 billionINSTAGRAM 400 billionLINKEDIN 414 billionTWITTER 320 billionSNAPCHAT 100 billionPERISCOPE 10 billionSLIDESHARE 70 billion
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DO YOU EXIST?WHAT (AND HOW) CAN BE FOUND?
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Socilab.com
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H2HHuman to Human
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BRAND CALLED YOU
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PEOPLE WILL CHECK YOU OUT!
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Who would you rather have a
business meeting with?
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Digital marketing W
WW
CON
TENT
ADS
SO/MEAnalytics:
Know what yougain and for what actions?
Behind the scenes: effective
marketing automation and lead generation
tools
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Undefined demand Defined demand Choice
Buying Process DECISION
SALESPROCESS
?
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AVOIN KESKUSTELU• Harkitse, ennen kuin kirjoitat• Kunnioita yleisöä• Ole lojaali• Rakennamme brändiä yhdessä• Noudata lakia• Suojaa luottamuksellinen tieto• Yksityinen minä VS julkinen minä• Huolehdi tietoturvasta• Ole oma itsesi!
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GOAL AND IMPACT:What do you wish to achieve?
• Sales support• Connections and contacts• Followers -> quality• New segments -> reach
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TARGET AUDIENCE• Who do you wish to reach?• What goes on in THEIR life?• What do you have to offer to them?• How can you HELP them?
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CONTENT INNOVATIONS• How can you help the target audience?• What is their need – how do you fulfil the
need?• What is useful to them NOW and TODAY?• What can they benefit of now?• What kind of things do they need to
support their decision to trust you?
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GREAT! • You know to whom you’re talking to
and how to offer them something that helps them– Only now is the time to choose the
channels!
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Example of a simple social media plan- 1. Blog
Goal: Sales support, positioning as a pro- Attracts website traffic, accumulates over months- Blog articles 2 x month
- 2. Facebook Goal: Building the brand, new segments, postioning as a pro, customer service
- Status updates 1 x day- 3. Twitter
Goal: Networking! Spreading the word through opinion/thoughtleaders, sales support- Following 10 more people daily- Tweeting 1 x day- Taking part in 1 conversation daily- Hashtags!
- 4. Instagram Goal: Building the employer brand, reaching new segments, providing inspiration
- Posting a picture 1 x day- Following 5 more people daily- Hashtags!
Remember to set meters, to optimize and analyze! Change route if
not working!
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CONTENT CREATION PROCESSThree point of views:
1. What is current in the life of the audience?
2. In which point of the purchase process are they at?
3. What kind of personas are they?
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1. MARKETING CALENDAR DECEMBER
JUNE
SEPTEMBET MARCHCORE MESSAGE
AUGUST
JULY
OCTOBER
NOVEMBER JANUARY
FEBRUARY
APRIL
MAY
Advent Christmas
Xmas partiesFather’s Day
Independence DayNew YearResolutions
Valentine’s Day
Skiing HolidaysEaster
April’s FoolsVappu
Mothers Day
Midsummer
Graduations
Summer vacationsTravelling
Festivals
Back to school!
RuskaNew hobbies
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2. Content Creation
AWARENESS DECISION
EMOTIONS
REASONING
ENTERTAIN INSPIRE
EDUCATE CONVINCE
Videos
Competitions
Staff
Photos
Company history
Quizzes
Events
NewsBlog Newsletters
Articles
Research
Guides
Trainings & courses
Campaigns
Product / service details
Pricelists
Recommendations
References
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3. WHO IS THE CUSTOMER?
People are different!Insights Discovery
https://www.insights.com/564/insights-discovery.html
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HOW TO CONVINCE?
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Great! Social media rocks!
It’s (almost) free!
…your time isn’t.
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