Presentation by Mikko Rindell at Turku University of Applied Sciences, in Salo Finland (9.3.2012)

Social Media as a Part of Inbound Marketing

Content 1.  Company and personal introduction 2.  Inbound Marketing in a nutshell 3.  Social media as a part of Inbound Marketing 4.  Why businesses struggle to understand social 5.  Tools and strategy vs. Strategy vs. tools 6.  Facebook Marketing 7.  ZMOT 8.  Paid – Owned – Earned 9.  Questions

Company Introduction "  The initial idea of

creating Tatami in 2007

"  Founded in 2008 by Joonas Rinne, Timo Humalamäki and Mikko Rindell

About myself "   Studied Information Systems Science and IB at TSE "   Co-founded Boost Turku entrepreneurship society

09-10 "   Co-founded Tatami in 2008, actively working since

2010 "   IB studies at Turku university of applied sciences in

2004-05 "   High School in Halikko

Company Introduction: Tatami "   In 2008 we started as Search Engine Marketing service

provider, with special understanding of Russian online media and search engines.

"   Today we describe ourselves as Inbound Marketing Agency

"   We take care of our clients’ web presence, both locally and internationally

Take-away from this lecture 1.  Understand the basics of inbound marketing and why it is so

powerful

2.  Understand the best way to use most of the Social channels

3.  Understand the difference between Paid, Owned and Earned

4.  Zero Moment of Truth

CRO  =  Conversion  Rate  Op0miza0on    

Inbound Marketing in a nutshell

GET  FOUND   ENGAGE   SELL/CONVERT  

Measurement  (web  analy0cs)    

Inbound marketing in a nutshell "   Inbound Marketing is a marketing strategy, in which the

company aims to be discovered by its customers. "   This is the opposite of traditional marketing, which

focuses on finding customers and raising awareness among them.

"   In the current flood of advertising people is often tired with, and even educated to avoid, traditional advertising (TV, radio, direct mail, trade shows, cold calling etc.)

To keep it simple: "   Make sure that your business can be found online

"   Turn your visitors & leads into customers by engaging them first

"   Analyze and develop

How to do this? "   By creating high-quality content (blogs, videos, guides

etc.)

"   Use Search Engine Marketing in its different forms (so that the potential customers can find your content)

"   Use social media systematically (for maintaining the contact to your prospects and spreading your content)

Tools for executing the inbound strategy "   Most of the tools used in inbound marketing are already

used regularly by today’s marketers (at least digitally savvy ones)

"   An inbound marketer harnesses the full potential of these different tools

"   Tools can be divided into three categories: –  Tools to get found –  Tools to convert –  Tools to analyze

Tools to get found "  Blogging "  Website

management "  Social media "  SEO tools

–  On-page –  Off-page

Tools to convert "  Prospect

intelligence "  Lead intelligence "  Landing pages "  Email manager "  Lead nurturing "  A/B testing

Tools to analyze "  Web analytics "  Marketing

analytics "  Competitor

tracking "  Blog analytics

Source:  hJp://rogernolan-­‐blog.com/tag/web-­‐analy0cs/  

Why do companies have difficulties with inbound marketing? "   It is still pretty unknown (especially in Finland) "   Lack of knowledge in understanding the online

environment "   Hard to find the time for blogging

–  To succeed in blogging you need to go all-in

"   It needs a lot of convincing that you should first give away something for free before selling anything

"   Many others..

Social Media and Inbound Marketing "   Social media platforms are the place where businesses can

easily engage their prospects and customers "   Social Media is getting every day more and more important

in sense how you discover new stuff "   It is the place where content can be spread, or in best cases

the content spreads virally "   Inbound Marketing ≈ Content Marketing "   Think about this (Kony2012):

http://www.youtube.com/watch?v=Y4MnpzG5Sqc

Why most businesses struggle with Social Media? "   Let’s think about the past; the available channels were

limited to few "   Today’s marketers need to be awake all the time

–  E.g. Pinterest

"   Most businesses are mentally stuck in the era when just having a website was the thing Today it’s nothing!

"   The industry is still very young and evolving quickly

Why most businesses struggle with Social Media? "   When businesses are planning their digital presence

they forget the basics "   HUMANS want to interact with HUMANS "   Many decision makers in companies just aren’t familiar

with the tools by themselves "   Acceptance of 24/7/365 presence "   Many others?

Strategy vs. tools "   It is widely accepted in the marketing literature that you

first need to form a strategy and after that you execute. "   This doesn’t apply to Social Media very well – WHY? "   Back in the days businesses knew the channels based

on which they could form the strategy –  TV, Radio, News papers, Magazines, Trade shows, Outdoor

advertising, cold calling etc.

"   Today the executers need to get familiar with the channels first

Facebook in Social Media Marketing "   Remember; Facebook alone is not Social Media

–  It’s huge though

"   Facebook Marketing can be divided into 3 different categories:

1.  Advertising; Ads and sponsored stories 2.  Applications 3.  Facebook Pages

Facebook Advertising "  Precise targeting "  Weak CTRs "  Not differing a lot

from traditional banner ads

"  Picture matters a lot

Facebook Pages "   Used to interact with followers/fans "   Still very weakly used by many businesses "   THIS IS WHERE THE ACTUAL POTENTIAL OF

SOCIAL MEDIA IS HIDDEN "   Keyword for proper use CONVERSATION "   Not a push channel

Other Facebook Marketing tactics you might not know about: "   Facebook Insights for your website "   Facebook comments

–  For a blog –  For product pages

"   Facepile

Rand Fishkin blogged in July 2011

•  Social Media Marketing: Facebook + Twitter Aren’t Enough

•  Why is that?

But what about others (2011): 100+  million  users  

25+  million  users  

10+  million  users  

Up-­‐and-­‐Comers  

Facebook  

TwiJer  

LinkedIn  

Youtube  

Myspace  (fading)  

Reddit  

Flickr  

Yelp  

Wikipedia  

Tumblr  StumbleUpon  Care2  Slideshare  Scribd  DeviantArt  Digg  (fading)  Delicious  (fading)  

Posterous  StackExchange  Namesake  Quora  Foursquare  Hunch  Forrst  Dribbble  

And Pinterest "   At the moment 1.36 million users daily "   Gender breakdown: Female 68%, Male 32% "   Over 10.4 million registered users "   9 million monthly Facebook-connected users

"   BIGGEST TAKE-AWAY: It wasn’t on that list made 8 months ago.

ZMOT mixes with Social "   This is already happening "   It is somewhat unpredictable "   Businesses and marketers who get this will win

Paid – Owned – Earned: buzzwords in social media marketing

Paid – Owned – Earned: buzzwords in social media marketing "   The big question among Social Media Marketers at the

moment is what is the best way to combine these? "   Earned media is the one increasing most in importance "   Marketers need to understand that Social Media is not

vertical like advertising or PR but a horizontal layer "   It is connected to businesses from customer service to

customer acquisition to customer retention! "   Measuring the VALUE of Social Media is important, it varies

often according to campaign objectives

Recommended reading "   http://pinterest.com/mikkor/books-worth-reading/

QUESTIONS?

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