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Sosiaaliset objektit ja sisältömarkkinointi

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Sosiaaliset objektit ja sisältömarkkinointi

  1. 1. SOSIAALISET OBJEKTIT SISÄLTÖMARKKINOINNISSA #ZTALKSHOW
  2. 2. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG Joka yrityksen unelma:
  3. 3. Mitä on sisältömarkkinointi? "Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
  4. 4. MIKÄ ON NYT TRENDIKÄSTÄ?
  5. 5. INFOGRAFIIKKA VIDEOT MYYNNIN TUKI
  6. 6. Mikä saa jakamaan sisältöjä? Ihmisille pitää antaa SYY MAHDOLLISUUS LUPA INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  7. 7. INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  8. 8. INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  9. 9. INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  10. 10. INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  11. 11. INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  12. 12. INFOGRAFIIKKAVIDEOT MYYNNIN TUKI
  13. 13. SISÄLLÖNTUOTANNON MALLEJA
  14. 14. MASTERMEDIA SOSIAALISET OBJEKTIT
  15. 15. PROCESS 2 125 2 3 PLANNING Editorial board Refining ideas Approvals Synergies Interview permissions CONTENT CREATION Briefing Writing Photoshoots Approvals LAYOUT Planning Layout Approvals PRINTING& MAILING READY Publishers contribution required WEEKS OTHER MEDIA INTRANET CONTENT WEB
 CONTENT POWERPOINT
 SLIDES WEB
 MAGAZINE IMAGE
 BANK NEWS- LETTER S O C I A L M E D I A
  16. 16. SLIDESHARE ARTICLES FOR WWW.ABB.COM/FI ARTICLES FOR WWW.ABB.COM TRADEPRESS ARTICLES VIDEOS MASTER MEDIA: MAGAZINE ABB
  17. 17. TRADE PRESS ARTICLES CASECARDS X 6 BLOG ENTRY X 1 INFOGRAPHICS X 2 PRESS RELEASES NEWSLETTER PHOTOS FOR MEDIA BANK MASTER MEDIA: MAGAZINE KALMAR
  18. 18. MASTERMEDIA SOSIAALISET OBJEKTIT
  19. 19. CONTENTAND SOCIAL OBJECTS
  20. 20. SOCIAL OBJECTS: Social communities do not form only around people 
 but also around objects of interest such as cars, photos, cities, news pieces, future of mankind... ! The concept was put forward by Jyri Engeström in 2005 
 as part of the explanation of why some social networks succeed and some fail. ! Communities formed around social objects can be very passionate and active. 
 They can not be owned or controlled.
  21. 21. HOW TO BUILD A SOCIAL OBJECT BASED CONTENT STRATEGY?
  22. 22. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
  23. 23. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
  24. 24. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
  25. 25. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
  26. 26. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS FIND OWNERS LINK TO SALES LINK TO STRATEGY CONTENT STRATEGY
  27. 27. DEFINE SOCIAL OBJECTS DEFINE YOUR ROLE DEFINE TOUCHPOINTS PLAN INTERNAL TRAINING FIND OWNERS GET MANAGEMENT COMMITMENT CREATE EXAMPLES LINK TO SALES LINK TO STRATEGY BUILD PLATFORMS HOW TO PUT INTO PRACTICE CONTENT STRATEGY
  28. 28. HOW TO BUILD A SOCIAL OBJECT BASED CONTENT PROCESS?
  29. 29. GENERAL PUBLIC PRO EXPERTS SOOB OWNER IDEATION STORY IDEAS SOOB OWNER IDEATION EXCITING! MILDLY INTERESTING MUST-HAVE
  30. 30. STORY TYPE SELECTION TOUCHPOINT SELECTION FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS? MEDIA SELECTION FACEBOOK TWITTER SITE INTRA VIDEO TEXT GRAPHICS MINI SITE EXTERNAL SITE EDITORIAL BOARD SOOB OWNER IDEATION STORY IDEAS PHOTOS BULLETS TRADE PRESS CASE CARD SLIDESHARE PINTEREST SOOB OWNER IDEATION EDITORIAL BOARD LINKEDIN NEWSLETTER GENERAL PUBLIC PRO EXPERTS EXCITING! MILDLY INTERESTING MUST-HAVE
  31. 31. STORY TYPE SELECTION TOUCHPOINT SELECTION MEDIA SELECTION FACEBOOK TWITTER SITE INTRA VIDEO TEXT GRAPHICS MINI SITE EXTERNAL SITE LINKEDIN NEWSLETTER EDITORIAL BOARD SOOB OWNER IDEATION STORY IDEAS PHOTOS BULLETS TRADE PRESS CASE CARD SLIDESHARE PINTEREST SOOB OWNER IDEATION EDITORIAL BOARD CONTENT PRODUCTION GENERAL PUBLIC PRO EXPERTS EXCITING! MILDLY INTERESTING MUST-HAVE FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS?
  32. 32. IT’S ALL IN THE CULTURE
  33. 33. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG
  34. 34. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG
  35. 35. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG ACTIVE INDIVIDUALS
  36. 36. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG ACTIVE INDIVIDUALS CULTURE OF SHARING +
  37. 37. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG PROCESSES AND ROLES ACTIVE INDIVIDUALS CULTURE OF SHARING + +
  38. 38. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG PROCESSES AND ROLES ACTIVE INDIVIDUALS CULTURE OF SHARING + + SOCIAL OBJECTS
  39. 39. WHY IS CORPORATE CULTURE SO IMPORTANT? CONTENT PYRAMIDS
  40. 40. THREE ROLES OF CONTENT SHARING YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES)
  41. 41. THREE ROLES OF CONTENT SHARING YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES)
  42. 42. THREE ROLES OF CONTENT SHARING YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES) IF YOU WISH TO BE THE STORY...
  43. 43. THREE ROLES OF CONTENT SHARING THREE TYPES OF STORIES YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES) EXCITING! MILDLY INTERESTING MUST-HAVE IF YOU WISH TO BE THE STORY...
  44. 44. THREE ROLES OF CONTENT SHARING THREE TYPES OF STORIES YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES) EXCITING! MILDLY INTERESTING MUST-HAVE IF YOU WISH TO BE THE STORY...
  45. 45. THREE ROLES OF CONTENT SHARING THREE TYPES OF STORIES YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES) EXCITING! MILDLY INTERESTING MUST-HAVE IF YOU WISH TO BE EXCITING... IF YOU WISH TO BE THE STORY...
  46. 46. THREE ROLES OF CONTENT SHARING THREE TYPES OF STORIES YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES) EXCITING! MILDLY INTERESTING MUST-HAVE THREE QUALITIES OF AN EXCITING COMPANY BOLDNESS OPEN AND FORGIVING CULTURE MARKETING MINDSET THROUGHOUT THE ORGANIZATION IF YOU WISH TO BE EXCITING... IF YOU WISH TO BE THE STORY...
  47. 47. A SOURCE OF INTERESTING CONTENT & ACTIVE IN DIALOG PROCESSES AND ROLES ACTIVE INDIVIDUALS CULTURE OF SHARING + + SOCIAL OBJECTS
  48. 48. TEE ITSEANALYYSI:
  49. 49. TEE ITSEANALYYSI: PROCESSES AND ROLES ACTIVE INDIVIDUALS CULTURE OF SHARING + + ONKO TEILLÄ NÄMÄ?
  50. 50. TEE ITSEANALYYSI: PROCESSES AND ROLES ACTIVE INDIVIDUALS CULTURE OF SHARING + + ONKO TEILLÄ NÄMÄ? MIKÄ ON ROOLINNE? YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES)
  51. 51. TEE ITSEANALYYSI: PROCESSES AND ROLES ACTIVE INDIVIDUALS CULTURE OF SHARING + + ONKO TEILLÄ NÄMÄ? MITKÄ OVAT TEIDÄN SOOBINNE? MIKÄ ON ROOLINNE? YOU ARE THE STORY YOU ARE AMONG THE FIRST TO SHARE THE STORY YOU FOLLOW (AND ADD SOME ANGLES)
  52. 52. Facebook.com/ZeelandGroup

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