Hello Social Media Forum @artojoensuu #smf2011 #dubizzle

Social media is not a campaign, it’s a

commitment

Our mission statement

“Being bound emotionally/intellectually to a course of action or to another

person/other persons”

Marketing as a conversation

http://www.flickr.com/photos/powerhouse_museum/2414451497/sizes/z/in/photostream/

Marketing as monologue

Digital marketing evolution

Online Marketing Experimentation

Display Advertising

Contextual Keywords

Age of Collaboration

1994-1997 AD 1996-2000 AD 1999-current 2006 >>

REF: Alex Nieminen

Consumer engagement redefined

81% of Internet sessions

start with a SEARCH TODAY’S SEARCH

SEO

SMO

SEM

Today’s MEDIA redefined

= the consequence

Enablers

Relationships

Earned Burned

Owned

Bought

Traded

Human

You get what you deserve

Earned = happy customers, fans,

advocates

Burned = unhappy customers, detractors,

churn

Human: CRM -> ARM

News breakers

Evangelists

Experimenters

Detractors

Experts & Gurus

The advocacy model www.1000heads.com

The landscape has changed

Customer Perspective & Control Company Perspective & Control

Conversations are the new conversion

Stop replacing TIME with MONEY.

HOW?

1st: We listen

Who is, who isn’t? Influencer/detractor mapping

Polarity?

Volumes? Sentiment? Episodes? etc

What are they saying?

Where are people talking? Venues?

= Help = Enable = Listen = Participate = Sell

2nd : We define our strategy

REACH/AWARENESS

ENGAGEMENT

CONVERSION

RETENTION

Fans & followers, Impressions, Posts

Interactions, Page views, Responses

Registrations, Referred Traffic,

Online Sales

Returning users, Customer lifetime value, Retention

BUY SELL

3rd : We set our KPI’s (and commit)

4th : We convince the finance guy

70% 15% 15% 40% 30% 30%

Concept

Production

Media Buy

“Non-working Media”

“Working Media”

“Non-working Media”

“Working Media”

Before the Internet After the Internet

5th : We tackle the human & machine

Marketing, PR & Sales

Technology

Care

HR

6th : We align + train across the “A team”

7th : We build to live, not to die

Social media is not a campaign, it’s a

commitment

Conversations are the new conversion

In Summary

Listen before you leap

Define your strategy. HELPS can help

Set your KPI’s & work the “non-working”

Execute across “Human” & “Machine” sides of social

Social is not a silo. Align across your organization

Treat social as a commitment, not a campaign

Be brave

Thank You

Facebook.com/dubizzle

@Dubizzle

Thank You!

Arto Joensuu “el comandante”

Marketing Director, Dubizzle.com

@artojoensuu