(8 votes, average: 4.38 out of 5)
It’s been awhile sine I’ve posted a slideshare presentation, mainly because they always create some weird JS error on the main blog page, so thankgod most of you use FF or Chrome, both browsers that are smart enough to skip over it!
This presentation is by Arto Joensuu, Head Of Digital Marketing at Nokia. It’s a great presentation positioning conversation as the new conversion metric, by getting rid of the standard sales funnel that most businesses have held close over the last few decades.
My favorite part is where Arto speaks about the new “grid” in relation to search. The search grid breaks down bought, owned and earned media into percentages of traffic generated from Google search, and interestingly enough, only 28% of traffic is bought media through adwords, which really highlights the importance of SEO & SMO (social media optimization).
The presentation shows how the combination of bought, owned and earned media creates growth.
Thanks for sharing this slideshare file from Nokia. It really puts things together into context. I think many people don’t put enough importance on the earned media (SMO) aspect. I wonder if the earned media should be higher, or maybe its not possible. I would think the traffic that is generated through social media would be more qualified and ready to act then those through SEO/SEM paths.
Great slideshare, thanks for sharing.
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@Mike – no probs. Agree on the social traffic, it’s always going to be a much more qualified lead (if thats the word) or at least they are more likely to convert after getting involved in social interaction.
There are some great stats somewhere about % of people who interact with brands on social sites who convert in comparison to normal shoppers.
@Aden/Mike thnx for the good comments. It’s fascinating to see how technological disruptions as well as changes in consumer behavior/power are forcing corporations to re-think their marketing strategy. It’s also turning a lot of digital media plans “on their heads” as investing in SEO/SMO is just as “working media” as SEM is. I think the interesting notion of earned media is that it’s really the “end consequence”, not something that a brand can buy or control. Good stuff and thanks again. -Arto.
[...] Conversation is the new conversion – linked here [...]
[...] believed that Nokia was amongst the first marketers that started practicing BEO media principle. This presentation is by Arto Joensuu, Head of Digital Marketing at Nokia. The deck focuses on how the [...]