Social media:Using monitoring and measurement to develop content4.11.2014Kaisa Leinonen

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Two myths

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”It’s not so important for you?” - B2B

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(yes you can, but it can be tricky first)

”Can’t really measure”

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INTERNAL

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•At Metso

-Digital Communications Manager, Customer and Marketing Operations team

•Before

-University of Helsinki, Imperial College London

-TEM, Nokia, Cision

Kaisa Leinonen

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Our mission is to contribute to a more

sustainable world by helping our customers

process natural resources and recycle materials into

valuable products.

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We are Metso – Expect results

A team of 16,000

industry experts located in more than 50

countries.

Driving the industry development by

delivering reliable and sustainable products and

services in mining, aggregates, oil &

gas and other process industries with an uncompromising attitude towards safety.

Working in close cooperation with our

customers to achieve sustainable process

and profit improvements in

minerals processing and flow control.

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Listening & informing

Sharing Dialogue/Engagement

2011

Digital roadmap

2012

Social media channels set up

2013

Cross-media content and processes

2014Integral part of other marcom acitivities

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If it’s #content and storytelling – you can’t do (nor develop) it without

measurement

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Use measurement to learn what kind of content works best and how your

content should be developed to help your audience’s and your organization’s

targets

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Strategy, objectives

Multichannel

DevelopUsers, audience

Right metrics

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1. Know your strategy and

goals

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2. Go multichannel also in

measurement

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3. Research what kind of

measuring will help you to have

great content

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4. Know your audience and

team

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5. Follow #change and know

your channels

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Get started!

Thank you

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