ADM Interactive - Password, Ida Hakola ja Ilona Hiila Vapa Media: “Kuidas integreerida sotsiaalmeediat,...

Tere, hea lugeja! Blogin jälle Passwordilt ja teen seda esinejaga võimalikult sünkroonis. Seega – ole palun väikeste näpukate suhtes leebe ja mõistev, sest proovin siia ettekannetest võimalikult detailse ülevaate anda. Hando ülevaade ettekandest: Edukad sisustrateegiad Soome brändide näidete varal. Vapa Media on Soome esimene ja seni ainus branded content agentuur. Ida Hakola ja Ilona Hiila on [...]

Tere, hea lugeja! Blogin jälle Passwordilt ja teen seda esinejaga võimalikult sünkroonis. Seega – ole palun väikeste näpukate suhtes leebe ja mõistev, sest proovin siia ettekannetest võimalikult detailse ülevaate anda.

Hando ülevaade ettekandest: Edukad sisustrateegiad Soome brändide näidete varal. Vapa Media on Soome esimene ja seni ainus branded content agentuur. Ida Hakola ja Ilona Hiila on selle agentuuri omanikud.

Our agency has been working for 2 years. 2 years ago, when we talked about content agency, people did not have any  idea what we were talking about. Currently it is quite a popular topic. One of the reasons of this popularity is that the web has changed radically how we communicate. As there are more  channels every day, companies need to focus on content and on content strategy more than before. As companies have more and more content in different  channels, it has to be systematized.

Is content another buzzword? We do not think so.  Everything we do online (read and write), includes content. Content is everywhere, we cannot escape content.

We have very many platforms nowadays and so much content. So – how could your content possibly stand out? We have to win trust, we have to start thinking as a publisher. In the future we need to have content strategy.

What is content strategy? It tells where you are going and how will you do it. It visualises your “road map” in context of content. It also shows what kind of value will you bring to your customers with it.

What are the benefits of content strategy?

• Knowing your audience: who they are and what they talk about
• It helps to manage the two-way communication
• you can decide on which platforms should you be and participate
• you can communicate with your clients 24/7. although – you need to have interesting content and good processes for it
• it helps you to meet clients expectations

How to do it? It has 5 different steps:

1. kick-off
2. mechanical analysis, collecting data about customers, content and environment
3. mapping
4. strategy
5. process

Some examples of good content strategy:

Alko case. Alko is a producer of alcoholic beverages in Finland, a market leader. In Alkos business strategy they say that they want to share helpful information about their services and in alkoholic beverages in general in Finland.  They  went to FB, shifting some of their customer service questions to Facebooks. They did not give iPads to their fans, but they offered some valuable information that was more easily accessible than calling to customer service.

Lego case: their sales were going down fast. They started to collect data on content that people produced about Lego. And not on the terms: is Lego good or bad. They analysed the data in context.  They discovered that they had a new surprising target group: adult fans of Lego (AFL). Lego did not know before that they had this target group. Analysing content that Lego´s did, helped them to develop their product  – they developed some products to adult fans, too. It just shows that being in contact with your customers helps you a lot.

Finnish High School Students Association case:  FHSS wanted to reach their customers better and in a way that shows that they are really close to students. We analysed the case and understood that the organisation did not have right people to produce this content. As the content was meant for teenagers, it was pretty important, how it was written. We hired students to write this content. At the end we had about 30 students to write that content.

Content marketing is a concept that implements strategy to action to achieve goals.

Case: MTV3, launched a big journalism contest. At first they sent out traditional press releases and it did not work. We did a scouting campaign and our first goal was finding the social media opinion leaders. After that: give them attractive information that they want to share and tweet.

Marketing people quite often focus on getting as many platforms as possible. That is not effective, usually. You should focus on the platforms that are important to your customers.

: Jaga teistega