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,