Karl Filtness gave a guest lecture on innovative marketing. He discussed content marketing theory and the importance of creating valuable content. He then provided examples of his company LivingStone Kodit's marketing practice, including their blog strategy, Facebook strategy, and Pinterest strategy. Their strategies aim to build their brand and engage customers through relevant content.

1. INNOVATIVE MARKETING
YRIS641
Guest Lecturer Karl Filtness
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2. KARL FILTNESS
CEO, LivingStone Kodit Oy
M. Sc (Econ.), M. Sc (Chem.)
Father, Husband
Rugby Player
M ARKETER
@karlfiltness
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3. AGENDA
A. THEORY B. PRACTICE
Content Marketing LivingStone Kodit
Social Media Blog Strategy
Facebook Facebook Strategy
Pinterest Pinterest
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4. MOVEMBER
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5. TWITTER INSPIRE
PINTEREST
BLOG
CONTENT
A.
SUCCESS
FACEBOOK
MONEY
THEORY
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6. CONTENT MARKETING
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined and
understood target audience – with the
objective of driving profitable customer
action.
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7. WHY?
EFFECTIVE
IMMUNITY
ENGAGEMENT
STORYTELLING
AIDING CONSUMERS
BRAND AWARENESS
SHARE OF MIND
TRAFFIC
SEO
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8. CONTENT VS TRADITIONAL
CONTENT TRADITIONAL
Talk Shout
Customer Company
Easy to Measure Hard to Quantify
Cheap Expensive
Less risks High risk
Dynamic Static
Long Tail Campaign
Multiple Segments General/Specific Segment
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9. CONTENT VS SOCIAL MEDIA
CONTENT SOCIAL MEDIA
Own Web Site Platform
Long Form Short Form
Content Brand Awareness
Demand Generation Customer Satisfaction
RLAPP ING
OVE
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10. SOCIAL MEDIA 2013
Social media is the number 1 activity on the web!
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11. PARADIGM SHIFT
Social gamers 6 billion in virtual goods vs
Moviegoers 2,5 billion in real goods
90 % trust peer reviews vs 14 % trust ads
Search vs Find
dia is your
f soci al me ears
RO Io in 5 y
s wi l l exist
bu sines
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12. 12 Karl Filtness YRIS641 27.11.2012
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13. FACEBOOK IN FINLAND
Omnicom MediaGroup study 2012
2,1 million users
1,8 million weekly
1,5 million daily
194 Friends
48 % Male
52 % Female
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14. FACEBOOK IN FINLAND
ason t o use is
impor tant re friends
Most h with
st a y i n touc
to
15-25 year olds:
Over 50 % use 1-5 hours a day
Over 60 % check it several times a day
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15. BRANDS AND FACEBOOK
According to Omnicom MediaGroup
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16. LOVE LETTERS WORK!
74 % of users
like a brand
46 % say the brands
image improved
22 % could
36 % received socialize
and
82 % opened
a love letter
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17. 17 Karl Filtness YRIS641 27.11.2012
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18. What is Pinterest
Why it is different
Pinterest and Marketing
1. Sales
2. Visual Brands
3. Anti Visual Brands
4. Branding
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19. Virtual cork board
& INTE REST
PIN
Pictures, Videos, Articles
Links
Discover New Sites and Blogs
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20. 20 Karl Filtness N2 Social Media Hub 29.3.2012
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21. A NEW WAY OF THINKING
Follow Interests, not People
Th e Person
h e Bo ard,
Th e PIN, T
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25. Pinterest and
Marketing
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26. WHY?
EASY
TOPIC FOCUSED
NEW AUDIENCE
SPENT TIME
SEGMENTING
TRAFFIC
INSPIRING
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27. 1.
SALES
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29. MORE MONEY
MORE OFTEN
MORE PRODUCTS
FOLLOW BRANDS
17 % SOME REVENUE
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30. 2.
VISUAL
BRANDS
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31. 19
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32. 3.
ANTI VISUAL
BRANDS
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33. WORLDS “FIRST” PINTEREST CAMPAIGN
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34. 4.
BRANDING
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36. B. PRACTICE
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38. HOLISTIC
MARKETING
ET SILOS
F ORG ATT ERS
THIN GM
EVERY
Business Strategy =
Marketing Strategy
The Customer is the Reason
We Are in Business
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39. CUSTOMERS
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40. POSITION
Best Service
+
SOLUTIONS! not
product or technology
oriented approach
+
General Liability
=
TRUE CARING OF THE CUSTOMER
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41. BRAND
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42. DIGITAL MARKETING
1. Blog
2. Facebook
3. Pinterest
4.Twitter, Google+,
LinkedIn
5.AdWords,
BlogLovin’, Blogilista,
Forums etc.
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43. 1.
BLOG STRATEGY
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44. BLOG STRATEGY
SEO
Traffic
Brand Awareness
Share of Mind
Innovation
Up to Date
Professionalism
Inspire
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45. BLOG STRATEGY
1.8. - 15.11.2012
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46. BLOG STRATEGY
Most Popular Keywords Most Popular Pages
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47. FACEBOOK STRATGY
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48. WHY?
Social
Inspire
Discuss
Content
Lifestyle
Differentiation
Be Where the Crowd Is
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49. FACEBOOK STRATEGY
TACTICS GOALS
6 posts a week Brand Building
Promoting Blog Posts Engagement
Inspiring Share of Mind
Tips Part of Daily Life
Likable and useful Leads
YLE Brand
a LIFE ST
ingSto ne is
Liv
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51. FACEBOOK
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53. 3.
PINTEREST
STRATEGY
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54. PINTEREST
The Power of Pictures
Following Trends
Share of Mind
Association
Innovation
Promotion
Forerunner
Positioning
Branding
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55. 4. TWITTER, GOOGLE+,
LINKEDIN
Supporting main activities Part of the toolbox
Twitter most relevant Lack of time, prioritize
Google+ currently waste Can change quickly
of time
LinkedIn B2B-centered Credibility,
Evolving, Recruiting
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56. 5. ADWORDS, BLOGLOVIN´,
BLOGILISTA, FORUMS ETC
AdWords used for tough keywords
BlogLovin’ & Blogilista for promotion
Forums to deepen conversation and engagement
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57. CONTACT
Karl Filtness
050 433 5954
karl.filtness@livingstonekodit.fi
@karlfiltness
www.livingstonekodit.fi
www.facebook.com/livingstonekodit
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58. Pictures & sources:
Slide 4: http://fi.movember.com
Slide 6: http://www.youtube.com/watch?v=Q5Tt5JSRsOc&feature=youtu.be
Slide 10: http://www.youtube.com/watch?v=QUCfFcchw1w&feature=youtu.be
Slide 13-16. Omnicom Media Group http://www.slideshare.net/omgdigital/facebooktutkimus-syksy-2012
Slide 16: Postilaatikko: Flickr Bara Koukoug http://www.flickr.com/photos/bara-koukoug/5597485466/
Slide 31: Pasi Torkkeli http://pinterest.com/pin/93027548522754710/
Slide 31: Pinterest http://pinterest.com/pin/142848619400694912/
Slide 31: Island http://pinterest.com/pin/18295942206255834/
Slide 31: Beatles http://pinterest.com/pin/100486635405711683/
Slide 33 Kotex http://www.ubykotex.com/
Slide 33: Kotex http://www.youtube.com/watch?v=UVCoM4ao2Tw
Slide 38: Silo http://www.stockfreeimages.com/
Slide 42: Shoestring http://www.stockfreeimages.com/
Slide 54: Viikon Betoniluomus http://www.livingstonekodit.fi/talodesign/viikon-betoniluomus-moderni-paritalo-useammalle-sukupolvelle/
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