Posts Tagged ‘social media’

The State of Facebook Marketing in Finland 2012

February 13, 2012

Social media is like teen sex. Everybody wants to do it. Nobody knows how.

This wonderful and a bit vulgar thought also resonates with Facebook marketing. Every marketer wants to do something there since the 850 M users are just a click a way – not to mention that the competitor is already there! But how many of these marketers actually know what’s it like as a marketing medium? What to do there? How and when? And what to expect in return for the effort?

We [us at H+K] wanted to fill this cognitive void and so we made a wide research on the state of FB marketing in Finland in cooperation with the social network analysis agency Verkostoanatomia. And I must say (with all my modesty), the research turned out something that hasn’t been seen in Finland to date. Some of the findings are truly fascinating, but I’m even more excited because of the methodology and the sample size. Now one can truly say their plans and actions are based on rock solid facts.

The research was done datamining over 1000 top pages in Finland and surveying 90 of their admins. We used a (currently free) cloud-based datamining service called Sometrik which gave us a chance to monitor those pages almost as if we were using Facebook Insights. It wasn’t an easy job – but it was pretty damn neat!

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The State Of Digital Communications – Our View

December 14, 2011

Before we head towards the time of predictions for 2012 on social media / digital marketing frontier, it’s good to have a thorough look on where we are right now. Here’s something that I came up with my digital colleagues at Hill+Knowlton, trying to paint the picture from a broader, sky-high perspective. We didn’t just want to talk (once again) about how digital has changed communications, but instead try to understand how digital communications (now taken for granted) itself has changed.

The six main themes/points/findings are of course a bit more clear when presented, so for those of you who missed N2 Social Media Hub on 10th November, please ask for more details.

It’ll be nice to see how many of these will be featured in 2012 predictions and trends.

LinkedIn celebrates it’s 100,000,000th [infographic]

March 22, 2011

I’m a huge fan of both LinkedIn and infographics.

So congratulations for LinkedIn for its 100M members! And big thanks to Vincenzo, a colleague of mine from our Rome office, for this nice piece of infographic!

The State of LinkedIn 2011

Did you know: piling up the business cards of 100M people would soar higher than three Mount Everests on top of each other. (Source: LinkedIn’s own infographic)

Now you do.

A fan-tastic piece of UGC

August 28, 2010

At the end of the social media rainbow is a treasure that every brand is looking for: fandom.

This UGC ad encapsulates the idea of brand fandom.

The story goes something like this: Guys are at a bachelor party. They have loads of their favorite drinks, including the one on the video, the Finnish specialty: Original Long Drink. One of them shows off his skills in opening the bottle (yes, with a shovel). Others have their Nokia phones at hand and decide it needs to be filmed. They set up the cameras and have several takes (and bottles) till they feel they got it right. After the party, one of them does some editing, publishes it for the world to see, and spreads the word on social networks.

In the old world these guys would have been sued.

In today’s world they should be hired.

What I especially love about the production – in addition to it being real, genuine and original – is how the guys managed to grasp the essence of the brand’s personality into the setting: the whole idea of the Finnish summer. And also, a nice little detail in the end is the “product placement” of a small Finnish clothes company, Makia – another example of how fandom plays out.

David & Goliath in the realm of communications

May 25, 2010

Here’s one of the basic rules of PR:

“If you don’t communicate, someone else will do it for you.”

We all know what this means. Proactive communications is the key to success.

What it doesn’t mean, on the other hand, is that if do you communicate, someone else won’t still do it for you. And this is especially true in the age of social media.

A recent example.

BP (British Petroleum) had a major oil spill accident in the Gulf of Mexico on the 20th April 2010. Pictures say more than words. A true crisis — for both the company and the environment.

And BP did communicate. They sent out press releases, put up banners on their front page, did a specific landing page for the oil spill and tweeted like hell (see below).

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Location, Location, Location – the 2010 edition

May 9, 2010

I drafted this blog post some two months ago, and now it popped in my mind again when I heard the news of Facebook’s attempt to utilize geolocation. Better now than never, so here you go, from early spring:

The beginning of a new year – not to mention a new decade – is a great time to make predictions about the future. Or the near future, the upcoming year at least.

I’ve been enthusiastically going thru various digital communications and social media trends forecasts. (Good reads include this TIME magazine article and TrendSpotting research)

Picking from that lot and adding my own recent experiences, I nominate location-based services as the thing in digital communications in 2010.

Basically location-based services are “information and entertainment services, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device” (Wikipedia definition).

A short analysis of pros and cons of the prediction:

My top reasons why

  1. Location data adds a new layer to communications. It is at the same time fresh, cool & exciting as it is practical & helpful.
  2. Mobile web usage is ever increasing. Usage grew 148 % worldwide in 2009. Many markets have reached – or will in the near future – the critical mass for these kinds of services to fly.
  3. It’s already here. Twitter added geolocation to tweets last year and location-based services like FourSquare and Gowalla could be this years Twitter hype-wise.

My top doubts why not

  1. People are afraid of their privacy. There’s a limit to sharing your life online. Services need to make their privacy settings easily adjustable and respect the users’ wishes regarding their data.
  2. Population density isn’t high enough. Sure these things work in let’s say Bay Area where there are a lot of people – tech savvy people, even. But take it to rural Finland and you won’t see that many people competing for being the mayor of the local gas station.

We’ll see how it’ll play out. In the mean time, I’ll be battling for those mayorships.

Edit (13.5.2010): Mashable just posted a good article that complements my “why not” list.

Top class social media socializing in London

March 10, 2010

I’ll be like a kid in a candy store for the next few days. I’m going to Hill & Knowlton’s Europe-wide Demystifying Digital symposium in London. My plan is to listen, learn, socialize, tweet, blog, interview, photograph etc.

Love. My. Job.

Keep an eye out for blog posts, tweets and Facebook news feeds on our Finnish H&K accounts. My personal Twitter might have something, too (especially since I’ll be staying in London for the whole weekend).

Till tomorrow – London calling!

A consumer’s ode to open data streams.

October 4, 2009

In the pre-commercial world consumers had very limited number of choices of products and services. Hell, they weren’t even consumers back then. They were happy with what they got. Take news: One leaflet every now and then was more than enough.

With the 20th century came the consumer culture. Suddenly there were products and services for every taste. Kiosks were bursting with all kinds of news publications.

Then, after the market-based differentiation, came consumer-based personalization. The rise of the Internet played a major role in this shift making it easy for the consumer to interact with the company. An example: now you can compile your own personal “newspaper” with Netvibes.

The next step is the automated personalization. With all the information in the open web, the social media, the consumer doesn’t need to do a thing, but enjoy the personally relevant content. DailyPerfect knows what news you’d like to read just by typing in your name.

There’s one problem with the automated personalization, though. It’s called the digital divide.

It means that the people without a web presence are left out. Some of them are just not digitally savvy or haven’t found their place in the social media. Others are the same people who stay far away from all the loyalty programs and their data-gathering schemes. If there’s no data on you available, it’s quite hard to personalize.

I’ve always liked my loyalty cards. I have no problem with someone saving my time and effort.

And I most certainly like the social media.

The conclusion?

All hail the open data flow!

Social media guidelines in the social media way

August 27, 2009

Hill & Knowlton — my employer — is currently updating its global social media guidelines. Niall Cook, the worldwide director of marketing technology at H&K, posted the guidelines on Scribd for everyone to see — and to comment.

I just have to love that.

Since the guidelines affect all employers on a more or less personal level, there couldn’t be a better way to write them than the open, transparent and participatory way chosen. The social media way.

Some personal favorite bits of the document:

  • It encourages to use social media (or more precisely, forces). “As communications professionals we must each explore, understand and participate in this social media landscape – – “
  • It addresses potential problems beforehand and offers further help. “If you are in any doubt as to whether your activities fall within these guidelines or just need some advice, there is a 24/7 email hotline you can use – – “
  • It’s not just another document. It has power behind it. “Any complaints that these principles have not been upheld should be put in writing to Hill & Knowlton’s CEO, Paul Taaffe.

You can see the full document on Scribd.

Once again I feel proud to be part of the H&K global team. We try to understand and respect the rules of the social media — and I dare to say we’re doing a pretty good job. And we all know it’s not always the easiest playground for a PR agency.


August 11, 2009

Now that FB and FF got their names carved on the tree, a lot of things are going to happen in the playground.

For one, FB gets to hang out with the cool kids.

Also, FB will be jealous no more of everyone talking about what Twitter said.

But still, FB will envy Google and its allowance.