DMC AND CONTENT MARKETING
Maatalous-metsätieteellinen tiedekunta 06/09/2017 1 CONTENT MARKETING
Maatalous-metsätieteellinen tiedekunta Presentation Name / Firstname Lastname 06/09/2017 2 Maatalous-metsätieteellinen tiedekunta Presentation Name / Firstname Lastname 06/09/2017 3 DIGITAL MARKETING LANDSCAPE
• User generated content
• Firm generated content
Maatalous-metsätieteellinen tiedekunta USER GENERATED CONTENT (UGC)
• Generate content
• Share content
• Comment, rate, evaluate user generated content
• In broadest sense user can be a individual, company, non-profit organization or government
Maatalous-metsätieteellinen tiedekunta USER GENERATED CONTENT (UGC)
Entertainment industry pushed content Pull for consumer generated content •Entertainment industry as creators of •Consumers/Users create and publish the content content
•Music industry companies create •Fans sending movie clips to be videos for bands included in the video of their favorite band
•Newspapers and TV-stations are publishing reports by professional •CNN etc. Send your videos and reporters pictures concerning current events (Hudson River plane crash, Mumbai – mobile videos, pictures, Tweeting)
Maatalous-metsätieteellinen tiedekunta UGC: FROM BROADCASTERS TO AUDIENCE DRIVEN CONTENT
Turban et al
Maatalous-metsätieteellinen tiedekunta UGC: FROM BROADCASTERS TO AUDIENCE DRIVEN CONTENT
Turban et al
Maatalous-metsätieteellinen tiedekunta USER GENERATED CONTENT (UGC)
Places to share content and publish your own content
Webopinions CNN (iReport) YouTube, Vimeo Flickr (photo management and sharing) Helsingin Sanomat, other magazines (send a picture) Creating a blog (see e.g. blogs.com) Twitter Slideshare (consulting, teaching – demonstrating experience) FB etc.
Maatalous-metsätieteellinen tiedekunta WEBOPINIONS
• User opinions • Recommendations • Bias / or not • Impact on CB
• Amazon, hotels.com etc.
• Nowadays, integrated to many e-commerce Retailers website (Gigantti etc.)
Maatalous-metsätieteellinen tiedekunta CNN IREPORT
Maatalous-metsätieteellinen tiedekunta CNN IREPORT
Maatalous-metsätieteellinen tiedekunta YOUTUBE
• Google has released statistics around YouTube usage across the world and the world’s favorite video website continues to set new records. Here are some highlights: • In 2011, YouTube had more than 1 trillion views* (video playbacks). • 60 hours of video are uploaded to YouTube every minute. This number was only “48 hours” a couple of months ago. • Over 4 billion YouTube videos are viewed a day up from 3 billion so the new channel based layout seem to be doing well for YouTube. • Over 3 billion hours of video are watched each month on YouTube. • The one figure that has however stayed constant for YouTube in the past few months is the number of unique visitors. YouTube, according to the press page, gets around 800 million unique every month so they still another 50 million to beat Facebook.
Maatalous-metsätieteellinen tiedekunta YOUTUBE FLOPS
Fazer, Tutti Frutti campaign
Maatalous-metsätieteellinen tiedekunta YOUTUBE - SUCCESS
You can use links to direct customers to your website
Maatalous-metsätieteellinen tiedekunta B2B WINNERS
Maatalous-metsätieteellinen tiedekunta YOUTUBE USE IN FINLAND 2015
Maatalous-metsätieteellinen tiedekunta Presentation Name / Firstname Lastname 06/09/2017 17 YOUTUBE ADVERTISING REACHES MILLIONS
Source: @KPCB ; YouTube Maatalous-metsätieteellinen tiedekunta TEACHERS, EXPERTS & CONSULTANTS
• Teaching
• Further education
• Tele, satellite, video broadcastings
• Promoting yourself
Maatalous-metsätieteellinen tiedekunta SOCIAL MEDIA IN THE MUSIC INDUSTRY
Web 2.0 marketing Sony Indie Scandie Affiliate Consumers actions attitude
Asking to join a X X X + community
Advertising new X X X + songs and albums
Promoting concerts X X X X +
Advertising fan X X X + merchandise
Up loading videos to X X X X + e.g. YuoTube
Asking to tell friends X -
Advance listenings X +
Salo & Härkönen 2009
Maatalous-metsätieteellinen tiedekunta MUSIC INDUSTRY PLATFORM
LinkedIn Ittoolbox..
Maatalous-metsätieteellinen tiedekunta Maatalous-metsätieteellinen tiedekunta Digital Marketing Landscape DISTRIBUTING CONTENT -TWITTER -BLOGGING AND BLOGS -RSS, PODS & VODS -WIKIS -DOCS -WEBCASTS, WEBINARS, WEBISODE & DIGITAL TV -WIDGETS -NATIVE CONTENT ADVERTISING
Maatalous-metsätieteellinen tiedekunta TWITTER: SHORT MESSAGE SERVICE
Gosalves, Antone: “Dell Makes $3 Million for Twitter-related Sales”, InformationWeek 12 Jun 2009 @delloutlet has 600.000 followers in 2010
Maatalous-metsätieteellinen tiedekunta TWITTER FACTS
• Twitter has over 200 million active users.
• 13% of internet users also use Twitter.
• 54% of Twitter users use Twitter on their mobile devices.
• 36% of Twitter users tweet at least once a day.
• The average visit on Twitter lasts for 14 minutes. Sina Weibo 300 million users
• 59% of Twitter users are female (41% male).
Maatalous-metsätieteellinen tiedekunta TWITTER FACTS
Maatalous-metsätieteellinen tiedekunta WHY DO WE FOLLOW COMPANIES ON TWITTER ?
Maatalous-metsätieteellinen tiedekunta ONLINE ACTIVITY COMPARED TO TWITTER USERS
Maatalous-metsätieteellinen tiedekunta LIVE-TWEETING BEHAVIOR
Maatalous-metsätieteellinen tiedekunta TWITTER - PROMOTED TWEET
Maatalous-metsätieteellinen tiedekunta TWITTER - PROMOTED TWEET (HTTP://WWW.BUSINESSNEWSDAILY.COM/7255-PROMOTED-TWEETS-TIPS.HTML)
Increase success: • Drive success with Website Cards (WC) and Lead Generation Cards (LGC). • WC embed website content and art to a tweet (contexts and visuals). Perhaps create call-to-action buttons, and the Card acts as a hyperlink to your website. • LGC also prepopulate followers' information so they can opt-in to things like coupons and free offers. Because followers' data comes directly from their Twitter accounts, their name, email and other information are more likely to be accurate. This eliminates the hassle they would have in filling out forms themselves. • Compared with plain-text call-to-actions with a simple URL, businesses that use Lead Generation Cards can deliver a 42 percent increase in engagement, Twitter found.
Maatalous-metsätieteellinen tiedekunta TWITTER - PROMOTED TWEET (HTTP://WWW.BUSINESSNEWSDAILY.COM/7255-PROMOTED-TWEETS-TIPS.HTML)
Increase success: Use rich media • Twitter's study shows that Promoted Tweets with rich media have 313 percent more engagement and 52 percent more retweets than those without. • The impact is even stronger when you use Vine and tweet multiple pictures. Specifically, tweets with Vine clips have 256 percent more engagement than those with just a single picture, and tweets with a series of photos are 173 percent more effective at encouraging engagement than those with just one image. • Showcasing your products and services to humanizing your brand by sharing what goes on behind the scenes, telling your story and sharing your values with followers.
Maatalous-metsätieteellinen tiedekunta TWITTER ADS BOOST TV AD IMPACT
Source: @KPCB ; Twitter & TV Study, Millward Brown Digital 12/ 13 Maatalous-metsätieteellinen tiedekunta BLOGS IS
• Created by someone to present ideas in text form usually like diary
• Blogs can include video and music (compare to v-blogs which use mainly video)
• Possible places to blog: create own site, let someone provide you a blog (some costs) or blog to a someone's site (blog collecting sites making money out of your blogging)
• Why from DM marketing perspective interesting?
• According to Statistics Bureau of Finland in year 2008 38 % of Finns read blogs and 35 % write to different types of news forums.
Maatalous-metsätieteellinen tiedekunta BLOG MARKETING BASICS
• Creating a blog that matters: • Is interesting – creating new content • People want to comment and share ideas
• Some business leaders and visionaries can even develop their business and industry by influencing bloggers (strategies: own blogging site, commenting other blogs) • Advertising / new product launches etc.
• Especially corporate blogs are many times considered boring (CEOs or CTOs telling about performance and new products)
• Why? Almost identical print to press releases (Techworld, 2008).
Maatalous-metsätieteellinen tiedekunta POPULARITY OF BLOGS
http://www.ebizmba.com/articles/blogs
Maatalous-metsätieteellinen tiedekunta BLOGS AND BUSINESS
• Collecting information: MI, CI, BI
• Reacting to competitors announcements (new products, brand messages etc)
• Collect ideas for new products, campaigns…
• Build up relationships (customers, partners, investors, experts etc)
• Soften company image (directors blog)
• Internal company blogs (internal marketing + creating /influencing organizational culture)
Maatalous-metsätieteellinen tiedekunta SOME SIMPLE BLOGGING STRATEGIES
• Commenting those blogs important to your business (those that have influence)
• This activates and also keeps your company in ”beat/pulse”
• Advertise on selected blog sites (about 25 % of web users visit blog sites) (International data) – getting the niche audience
• Create blogging tracking / analysis performance system
• Join blogs to RSS (Real simple syndication) / Mashups
• More info e.g. Technorati – blogosphere 2010 report
Maatalous-metsätieteellinen tiedekunta KOPLA +ALLER 2014 (BLOGS IN FINLAND 2014, OCTOBER)
Interesting product that lead to purchase later on
Link in the blog lead to further product exploration
Discount code from the blog
Link within blog lead to web shop purchases
Maatalous-metsätieteellinen tiedekunta RSS, POD- VODCASTS
RSS Really Simple Syndification:
• A format for delivering regularly changing web content like weather, news, blogs, updates, voice files etc, podcasts
• Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.
• RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually.
Maatalous-metsätieteellinen tiedekunta POD- VODCASTS
• Podcasts = Traditional Ipod voice files that customer has ordered from a source (short, long, fact, fiction, music, radio shows etc)
• See e.g. podcast.com several hundreds of podcasts.
• Besides podcasts customer can order video content and term used is vodcast/v-pods or video podcasting.
• In DM new terms are created even tough we don’t necessarily need those – acronym battles !
Maatalous-metsätieteellinen tiedekunta PODCAST.COM
Maatalous-metsätieteellinen tiedekunta HTTP://WWW.APPLE.COM/EDUCATION/ ITUNES-U/
Maatalous-metsätieteellinen tiedekunta POD STRATEGIES
Passive strategy: •What other companies are posting on external pods and vods? Marketing intelligence and industry trends follow ups. Active strategy: •Pods /vods created and casted that fit company strategy and image. If customers are active and eager to use digital tools then active strategy is suitable. Company can also sponsor some pod/vodcasts or directly advertise in those. Especially technical solutions and innovations seem to be adopted quicker if information is available from many sources including pods/vods.
• Some thinking points: identifying right pods/vods, coverage, costs and audience type
• Use e.g. podcast producer
Maatalous-metsätieteellinen tiedekunta BLOGS AND PODS (INDUSTRIAL COMPANY INTERVIEWS)
Lehtimäki et al. 2009
Maatalous-metsätieteellinen tiedekunta WIKIS AND DOCS
Wikis • Form of social writing when multiple users modify content (like in Wikipedia) • Finnish industrial companies (Outopedia etc) • BTpedia • Idea is to develop community which collects information Can enhance/create brand relationship Can be used to educate new personnel ! Include video and simulation – interactivity To further develop ideas (see Ryan & Jones, 2009).
Maatalous-metsätieteellinen tiedekunta INTERNAL USAGE: GOOGLE DOCS & YAMMER
Maatalous-metsätieteellinen tiedekunta WEBCAST - WEBINAR
• Direct webcast - streaming media
• One or multiple receivers
• Meeting, education (e.g. Elmar webcasts), speech, football match etc.
Maatalous-metsätieteellinen tiedekunta WEBCAST USE AND PERFORMANCE
• Decrease travel and conference /meeting costs
• Registrations to webcasts – known recipients – voting systems
• Webcast system reports (activity of people and activities done) (e.g. everyone must click/vote ”can not sleep” while watching
• Webcast analytics afterwards
Maatalous-metsätieteellinen tiedekunta Liverpool webcast
-First live audio commentary for free -Then video archieve, downloads and merchandising - After that pay-per-view
Maatalous-metsätieteellinen tiedekunta LIVERPOOL - RESULTS
• Liverpoolfc.tv
• E-season ticket $ 7.85 month all digital material
• Online presence seen as brand platform
• Alerts as ad channel
• 3 million unique visits per month
Maatalous-metsätieteellinen tiedekunta LIVERPOOLFC.TV 2012
Maatalous-metsätieteellinen tiedekunta WEBISODE, DIGI/MOBILE/INTERNET - TV
• Movie / series / preview / promo episodes downloadable online (download or stream) See e.g. NBC webisodes sponsored by… Sprint etc
• Digi/mobile/online TV portals See e.g. MTV3 Katsomo
• Digi/mobile/online movie portals
• Different types of news/fan ”groups” or websites
Maatalous-metsätieteellinen tiedekunta NETFLIX
Maatalous-metsätieteellinen tiedekunta WIDGETS
• Widgets are mini applications that provide a single utility or service to the user like the current weather or a dictionary.
• They can reside either locally on a computer
• Widgets that need to be downloaded onto the computer or on HTML like those provided by Typepad for its bloggers.
Maatalous-metsätieteellinen tiedekunta WIDGETS
• Widgets that reside locally are useful only to the person who installed them.
• Ten thousand installs means an engaged audience of ten thousand.
• Widgets that appear on a personal site or blog are seen and potentially used by all of that site's visitors. Here, ten thousand installs could mean that actually the application is used by hundreds of thousands.
• When the widgets are intended to sit on web pages, like some popular blogs, it is important that the visitors of the site are the target group for the marketer, as with banner advertising.
Maatalous-metsätieteellinen tiedekunta WIDGETS
• Widgets can be used for brand building efforts
• Their function is less to drive traffic on the website but more to engage users to the brand (Pishevar 2006).
• The success of a widget can be measured by the amount of downloads and usage.
•Acura: Developed the Acura RDX Traffic widget that delivers real-time information about traffic flow, traffic incidents, road construction, and traffic speed of specific area to a user's computer.
Maatalous-metsätieteellinen tiedekunta Digital Marketing Landscape -MASHUPS -TAGS & PHYSICAL BROWSING -GAME ADVERTISING
Maatalous-metsätieteellinen tiedekunta TECHNICAL DETAIL: MASHUPS
• Webservice that combines information and services from multiple
sources on the Web.
• Information and/or complementary functionality from multiple Web
sites or Web applications can be mashed up.
• Web mashup server lets you connect, collect, and mash up
anything on the Web as well as data on some back-end systems.
• Picture + location Google maps –Flickr/Panorami
Maatalous-metsätieteellinen tiedekunta TECHNICAL DETAIL: MASHUPS
Seven categories: •mapping, •search, •mobile, •messaging, •sports, •shopping, •and movies.
• More than 40 percent of mashups are mapping mashups (see Vlist et al 2006)
Maatalous-metsätieteellinen tiedekunta TECHNICAL DETAIL: MASHUPS
• HousingMaps (http://www.housingmaps.com)
• It pulls sales and rental information from the classified advertisement Web site Craigslist (http://www.craigslist. com) and displays the listings on interactive maps pulled from Google Maps. Users can drag the map to see what is available for sale or rent in a given region. Several other new-breed Web applications similarly integrate multiple services under a rich user interface. Etuovi.com / Jokakoti.fi Hotels on Google etc. For personal use as well
• It’s easier and quicker to create a mashup than to code an application from scratch in a traditional way. This capability is one of Web 2.0’s most important and valuable feature.
Maatalous-metsätieteellinen tiedekunta PROPERTY24
Maatalous-metsätieteellinen tiedekunta TAGS AND SOCIAL BOOKMARKING
• Keywords added to articles in blogs or Web pages via social page tag tools such as del.icio.us (http://del.icio.us) Technorati, and Yahoo’s My Web.
• Most blogs and Web publications use tags. Tags are also known as labels, and the process of creating tags is known as tagging.
• Social bookmarking is the process by which users bookmark interesting pages and assign tags to each. Users can then share their tagged bookmarks (see, for example del.icio.us, stumpleupon, reddit, sphinn etc.
• Social bookmarking is a great way of capturing contextual knowledge (photos of Rio de Janeiro or Sodankylä tagged and presented on a map etc)
Maatalous-metsätieteellinen tiedekunta PHYSICAL BROWSING AND GAMES= GEO-TREASURE HUNT
• Physical browsing, objects marked with readable tags (RFID or similar)
• Route or objects marked or presented on website
• Using mobile phone or other device to reads tags and browse information
• Near field communication (NFC) technology
• Combined to a game geohunt (treasure hunt – outdoors=
Maatalous-metsätieteellinen tiedekunta GEO-TREASURE HUNT - GEOCACHING
Maatalous-metsätieteellinen tiedekunta Physical browsing poster
VTT 2007 physical browsing project
Maatalous-metsätieteellinen tiedekunta 1. Käytettävissä oleva aiempi tieto (Q1a-Q1c) Conceptual frame of electronic WOM influence on actual buying behavior 2. Kyky etsiä tietoa internetistä (Q2a-Q2c)
3. Motivaatio etsiä tietoa internetistä (Q3a-Q3e) 7. Internetistä etsityn tiedon 13. Utilitaristinen osto- määrä (Q7a- käyttäytyminen (Q13a- 4. Harkintajoukon koko Q7ae) (Q4a, Q4b) Q13i)
5. Aiempi muistirakenne 11. Utilitaristinen (Q1a, Q5a, Q5b) tiedonhankinta 15. EWOM:in (Q11a-Q11d) aikaansaama 6. Tiedonetsinnän koetut verkko- kustannukset (Q6a, Q6b) 12. Hedonistinen ostaminen tiedonhankinta (Q15a-Q15k) (Q12a-Q12d) 10. Kerätyn 14. Hedonistinen osto- 8. Väitteen laatu (Q8a- tiedon käyttäytyminen (Q14a- Q8d) hyödyllisyys Q14h) (Q10a-Q10c) 9. Lähteen uskottavuus (Q9a-Q9i)
Maatalous-metsätieteellinen tiedekunta HEDONIC AND UTILITARIAN SEARCH FOR ELECTRONIC WORD- OF-MOUTH (PÖYRY ET AL 2012 PROCEEDINGS OF THE HICSS 45TH CONFERENCE
Maatalous-metsätieteellinen tiedekunta NATIVE CONTENT ADVERTISING (PRODUCT PLACEMENT) (HTTP://WWW.SHARETHROUGH.COM/PORTFOLIO-ITEM/IPG- STUDY/)
Maatalous-metsätieteellinen tiedekunta