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HELLO. HOW ARE YOU? Antti Leino Planning and creative director / Avaus Dialog Author of “ Dialogi Aika. Markkinoinnin ja viestinnän mahdollisuudet ” & .net.Verkkoviestinnnän käsikirja (Infor) Digital marketing advisor / lowreality digital marketing www.twitter.com/anttileino www.facebook.com/anttileino www.linkedin.com/anttileino www.slideshare.com/anttileino [email_address] http://lowreality.blogspot.com

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How to run digital marketing (for hospitality business)

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http://www.youtube.com/watch?v=Naf0jxDd-R0

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<ul><li>Rich user experience : versatile user interfaces, interactive ways to communicate </li></ul><ul><li>User-generated content : blogs, podcasts, videos, opinions lists, Facebook -groups </li></ul><ul><li>Social networking : platforms to network (strong, waek, temporary ties) </li></ul><ul><li>Communities : users and participate and influence </li></ul><ul><li>Networks of services and mashups : users can use different services multiple ways, services could be created by merging other services </li></ul>Technological change came and won!

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<ul><li>When technology becomes everyday, it will be important communications perspective </li></ul>

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Map of possibilities

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Digital marketing objectives <ul><li>Save </li></ul><ul><li>Sell </li></ul><ul><li>Serve </li></ul><ul><li>Speak </li></ul><ul><li>Sizzle </li></ul>

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Digital communication objectives Example: e-mail newsletter <ul><li>Sell - Grow sales - the e-newsletter often acts as both a customer retention tool and loyalty building tool. </li></ul><ul><li>Serve - Add value and give customers extra benefits online such as an online exclusive offer or more in-depth information about your products or the industry sector. </li></ul><ul><li>Speak - Get closer to customers by creating a dialogue, asking questions through online research surveys and learning about customers' preferences through tracking which content are people most interested in. </li></ul><ul><li>Save - Save costs, of print and post if you have a traditional offline e-newsletter can you reduce print runs or extend it to those customers you can't afford to communicate with. </li></ul><ul><li>“ Sizzle” - Extend the brand online - a newsletter keeps the brand 'front-of-mind' and helps reinforce brand values. </li></ul>

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Task of the marketing is to translate customers´ ever changing needs to profitable possibilities.

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The most important task of the corporations is to create customers.

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The most important task of the corporations is to create customers. Customers how then creates new customers.

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The most important task of the corporations is to create customers. Customers how then creates new customers.. Who then create new customers…

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Now we have both willingness and tools… Taustakuva: springm

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..and the audience.

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Everyone is interested in USER-GENERATED CONTENT but also scared about it

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1

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50 duncan davidson

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10000

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If you challenge people to create, do it right.

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We live in participation society! <ul><li>Social media </li></ul><ul><li>Crowd-producing and -sharing </li></ul><ul><li>Crow-sourcing </li></ul><ul><li>Virtual commodities </li></ul><ul><li>Collective place (not just channel) </li></ul>

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“ Beauty is.”

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Viral effect requires minimun 1000 fans

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If four of your connections “like” something close-enough interesting, on average, You have to check that issue.

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BRING THE LOVE BACK

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TRADITIONAL ADVERTISING MESSA-GE STORE TRADITIONAL WEB ADVERTISING WEB SITE STORE

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IT´S NOT LINEAR! Banner Web site Media Interest Desire Awareness Action

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When is your customers´ shoping window open?

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Internet is not a medium. It’s a platform. On which any brand should build long-term, non-linear marketing ecosystem.

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24/7 ECOSYSTEM Social bookmarking Embeddable content Widgets and Applications Social networks Display advertising RSS-feeds Campaign sites

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THREE MEDIA TO TACKLE PAID MEDIA EARNED MEDIA OWN MEDIA

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Earned media drives communication tendencies and trustworthiness Source:New priorities of today´s spa consumers, Coyle Hospitality Group May 2010

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Marketing is based on earned media optimized bits

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“ let´s tweet”

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SOCIAL MEDIA KILLS TRADITIONAL EMAIL ?

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HEY, WE STILL NEED TO ADVERTISE TO BUILD BRAND IDENTITY AND DRIVE SALES

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“ See More Side Effects” Reversa Anti-Ageing Skincare www.seemoresideeffects.ca <ul><li>Microsite: http ://www.neverinneutral.com/reversa_engl/microsite/ </li></ul><ul><li>Banners: http ://www.neverinneutral.com/reversa_engl/banner/banRev_1_en.html </li></ul><ul><li>Print: http ://www.neverinneutral.com/reversa_engl/html/print.html </li></ul><ul><li>Viral: http ://www.neverinneutral.com/reversa_engl/html/ebay.html </li></ul>

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Internet is young! 26 million 1 billion 1 trillion http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html http://googleblog.blogspot.com/2005/09/we-wanted-something-spec ial-for-our.html http://googleblog.blogspot.com/2004/11/googles-index-nearly-do ubles.html

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Everything is available online

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Be available when shopping window is going to open CPC

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Technology is no longer obstacle for eCommerce 35€/ month!

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Internet is really mobile. Are you?

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INFO RM ACTI VATE ENGA GE

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“ Life as a game”

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We will interact with advertising where once we only watched it.

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Interesting stories are culturally relevant. Stories get passed on from person to person.

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Today, You alone are not telling the story. Customers, partners, friends, people will continue your story.

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REQUIREMENTS FOR MARKETING TODAY 1 Be there where your customers are = distribute 2 Be findable = accessibility 3 Participate and engage = dialogue 4 Openness 5 Enable information sharing 6 Build platform to meet = services! 7 Charm! 8 Be a subject = dialogue is the only way to differentiate!

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Digital marketer rule no 1 <ul><li>Content is a king </li></ul><ul><li>Contact is even more king </li></ul><ul><li>Response is a message </li></ul>

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Antti Leino www.twitter.com/anttileino www.facebook.com/anttileino www.linkedin.com/anttileino www.slideshare.com/anttileino [email_address] http://lowreality.blogspot.com WHAT I CAN DO FOR YOUR BUSINESS?

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Digital marketing objectives <ul><li>Save </li></ul><ul><li>Sell </li></ul><ul><li>Serve </li></ul><ul><li>Speak </li></ul><ul><li>Sizzle </li></ul>

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Digital marketing benefits <ul><li>Speed </li></ul><ul><li>24/7 </li></ul><ul><li>Reach </li></ul><ul><li>Targeting </li></ul><ul><li>Interactive </li></ul><ul><li>Measurable </li></ul>