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The ”Boring Stuff” about Social Media Marketing Joonas Rokka 16.09.2010 Internet Marketing Conference, Helsinki http://www.internetmarketingconference.com/helsinki
Who’s presenting? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Valio Oy  04.10.10
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Valio Oy  04.10.10
Valio Ltd ,[object Object],[object Object]
 
Valio,  Finland’s biggest milk processor © Valio Ltd  04.10.10 Owners:   22 dairy co-operatives, about 10 000 Finnish  milk producers Turnover:   1 844 million € in 2008 (30 % from abroad) Factories:   15 in Finland, 2 in Estonia and 1 in Belgium Subsidiaries:  Sweden, Estonia, Lithuania, Latvia, Russia,  Belgium, USA, China Sales:   in over 60 countries Personnel:   appr. 4 375 in Finland and abroad
Market shares in Finland (%) © Valio Ltd  04.10.10 Source: ACNielsen ScanTrack, moving annual total to 6th January 2008, market share by value Milk Cheese Cooking products Yoghurt Butter and spreads
Valio is the most responsible  company in Finland © Valio Ltd  04.10.10 Finnish consumers named Valio the most responsible food company in 2009. Research made by Suomen Gallup Elintarviketieto Oy:n What is responsiblity according to Finnish consumers? High quality products, safety, freshness, enviromental issues, domestic.
Valio is one of the biggest advertisers in Finland… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],04.10.10
Valio’s activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Digital and social media audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Training sessions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Valio’s vision 2015 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Guidelines and support
Online forums 04.10.10
YouTube
 
Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],04.10.10
 
 
04.10.10
© Valio Oy  04.10.10
Twitter 04.10.10 Valio employs Twitter mainly for linking materials and news.  More emphasis in Sweden and US than Finland.
 
 
 
Valio LinkedIn
 
Valio Consumer Council 04.10.10 Valio created a consumer council, where people are asked for feedback, ideas and comments
 
Netnography = (Inter)Net + (Et)nography ,[object Object],[object Object],[object Object],[object Object],[object Object],© Valio Oy  04.10.10
Netnography in brief © Valio Oy  04.10.10
Measurement of online buzz © Valio Oy  04.10.10
© Valio Oy  04.10.10
Valio ranks 2nd in online buzz
Valio, the most postive  youth brand 2010 © Valio Ltd  04.10.10 19 th  March 2010 Source: 15/30 Research
Valio, the most postive  youth brand 2010 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Results based on a youth study, 15-30 yo respondents (n=5263), spontaneous response, unaided brand questions) 19 th  March 2010 Source: 15/30 Research
Key takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],04.10.10

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The "Boring Stuff" About Social Media is Most Crucial for Business Success

  • 1. The ”Boring Stuff” about Social Media Marketing Joonas Rokka 16.09.2010 Internet Marketing Conference, Helsinki http://www.internetmarketingconference.com/helsinki
  • 2.
  • 3.
  • 4.
  • 5.  
  • 6. Valio, Finland’s biggest milk processor © Valio Ltd 04.10.10 Owners: 22 dairy co-operatives, about 10 000 Finnish milk producers Turnover: 1 844 million € in 2008 (30 % from abroad) Factories: 15 in Finland, 2 in Estonia and 1 in Belgium Subsidiaries: Sweden, Estonia, Lithuania, Latvia, Russia, Belgium, USA, China Sales: in over 60 countries Personnel: appr. 4 375 in Finland and abroad
  • 7. Market shares in Finland (%) © Valio Ltd 04.10.10 Source: ACNielsen ScanTrack, moving annual total to 6th January 2008, market share by value Milk Cheese Cooking products Yoghurt Butter and spreads
  • 8. Valio is the most responsible company in Finland © Valio Ltd 04.10.10 Finnish consumers named Valio the most responsible food company in 2009. Research made by Suomen Gallup Elintarviketieto Oy:n What is responsiblity according to Finnish consumers? High quality products, safety, freshness, enviromental issues, domestic.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 17.  
  • 18.
  • 19.  
  • 20.  
  • 22. © Valio Oy 04.10.10
  • 23. Twitter 04.10.10 Valio employs Twitter mainly for linking materials and news. More emphasis in Sweden and US than Finland.
  • 24.  
  • 25.  
  • 26.  
  • 28.  
  • 29. Valio Consumer Council 04.10.10 Valio created a consumer council, where people are asked for feedback, ideas and comments
  • 30.  
  • 31.
  • 32. Netnography in brief © Valio Oy 04.10.10
  • 33. Measurement of online buzz © Valio Oy 04.10.10
  • 34. © Valio Oy 04.10.10
  • 35. Valio ranks 2nd in online buzz
  • 36. Valio, the most postive youth brand 2010 © Valio Ltd 04.10.10 19 th March 2010 Source: 15/30 Research
  • 37.
  • 38.