How to empower your experts to communicate company values and expertise – with a focus on social media.

1. Empowering experts to
communicate company
expertize and values
Richard von Kaufmann // 2.10.2014

2. Who’s talking? @richievk @zipipop

3. Vaikutustoimisto Zipipop Freud
Vaikutustoimisto Zipipop Freud yhdistää
viestinnän, digitaalisen maailman ja
sosiaalisen median luodakseen vaikutuksia
oikeissa kohderyhmissä.

4. YHDISTELMÄ
(Networks Business)
SOSIAALINEN
MEDIA
VIESTINTÄ
PR
SUUNNITTELU
VIESTINTÄSTRATEGIAT
MARKKINOINTIVIESTINTÄ
LOBBAUS
SOSIAALISEN MEDIAN
STRATEGIAT
SISÄLTÖSUUNNITTELU
ASIAKASPALVELU
KAMPANJAT
KOULUTUS
Palvelut
ASIANTUNTIJAPROFIILIT
SOSIAALINEN (SISÄINEN)
YHTEISTYÖ
KUUNTELU &
OSALLISTUMINEN

5. By 2025
75%
Global Workforce
will be
digital natives
* Software Consortium: Preparing for the 40 Million Millennials in the Workforce

6. The brightest and the best
"If any organization wants to hire
the brightest and the best from
around the world the internal
social reality of that organization
is going to have to mirror the
social reality of the web.”
Gary Hamel, BBC Global Business May, 2010
Gary Hamel is ranked as one of the world's
most influential business thinkers.

7. Internet culture
● flat
● open (visible)
● authentic
● meritocratic
● flexible

8. Internet culture
● flat
● open (visible)
● authentic
● meritocratic
● flexible

9. Experts represent core competences
The best attract the best
But only if they are visible
Jony Ive is Apple’s high profile lead designer

10. Increasing social gravity
potential customers
customers
external experts /
influencers
employees
experts
Inspired by Daniel Goodall’s Social Gravity Model
http://danielgoodall.com/2009/04/27/social-gravity-and-
emotional-density/

11. Unstructured approach

12. A clear strategy enhances the impact

13. Zipipop Freudin kultainen kolmio

14. Why you need a social media
strategy
You need to have clear goals before
you can measure the impact.

15. Zipipop Freud Influence Grid
Who is important
What’s important to
them
Type of relationship Attitude Perception to enhance
resellers help in sales buddy
for: Agile and friendly
Against: inflexibility
great selling support
end-users
easy to use
reliability
hi-tech
supportive
colleague
For: proud of their work
Against: careless work
will help me be top of
the top

16. KPI tracking example
Zipipop Freud is currently working with Lassila&Tikanoja to enhance its
employer reputation perception by using social media to highlight the
diverse and sophisticate work it does and to profile real employees.
Reach (channel-level engagement) Tactical (goal-orientated content engagement)

17. Brands with attitude
do consistently better

18. What is attitude?
Attitude = Values in action
Rami Saarela 2013

23. Liberating staff to be personable
Social media is driving the need to respond ever quicker.
Social media rewards authentic and personable interaction.
Engaging with individuals attracts the masses.

24. What makes for a good employee
Knowledge
Experience
Attitude
Amazon bought Zappos for 1.2 billion

25. Zipipop Freudin expert profiling

26. It takes time…
But for the expert profiling and social media
marketing you need to generate content right
away regardless.

27. How do we do it in practise?

28. Zipipop Freudin malli
Proactive
Latent
“waiting”
Reactive
Give people answers
when they have needs
Push your message
when you need to
Engage when people
are interested

29. Zipipop Freudin malli
Proactive
Push your message
when you need to

30. “Search engine communication” — Timo Nurmi
Latent
“waiting”

31. Zipipop Freudin malli
Reactive
Engage when people
are interested

32. The New Marketing Mix
LATENTTI
SoMe-seuranta
REAKTIIVIINEN
PROAKTIIVINEN
viestinnän vaikutuksen
seuranta
Mitä kysytään?
(Mitä tietoa tarvitaan?)
nopea vastaaminen
sisältömarkkinointi
päätöksiin
vaikuttaminen
asiakaspalvelu
yleiset
keskustelut

33. How to lose a lead in 60 seconds
Becomes a (loyal) customer
Purchase made easy online
Asks can I trust this company / product?
Finds relevant material e.g. price, location, etc
Searches web & social media (blogs, LinkedIn,
Facebook, Twitter, etc)
Need or desire (timing unknown)
If any of these steps are
missing the potential
customer will lose interest
and move on to the
competitors
According to Forrester, B2B customers have gone through 60-90% of their decision making process before even contacting a
company.

34. How to lose a lead in 60 seconds
Becomes a (loyal) customer
Purchase made easy online
Asks can I trust this company / product?
Searches web & social media (blogs, LinkedIn,
Facebook, Twitter, etc)
Need or desire (timing unknown)
It is especially crucial that
they find some initial
relevant material.
According to Forrester, B2B customers have gone through 60-90% of their decision making process before even contacting a
company.

35. Cost ofMissedOopportunities
As well as the investment needed to produce relevant,
entertaining and useful content you also need to
consider the Cost of Missed Opportunities – if the
company is not visible with the right content potential
recruits are likely to move onto the competitors.

36. After the seminar do at least
these

37. Make sure you do at least these steps
1. Define the topics your company really needs to be
on top of in the discussions
● Are your experts talking about those topics in all
the relevant channels?
2. Benchmark the competition
● If you don’t do it your competitors will — maybe
they are already ahead of you
3. Build a process model to systematically support
your employees and experts
● Finnish experts don’t typically market themselves
even if they are best in their field — HR and
communications need to support them

38. Using borrowed images in social media
● ask permission
● hyperlink back to the source
● use the creator's name
● start with Creative Commons
● consider what is commercial usage
● inspired by / based on when adapting

39. “Societal” values in action

40. A bit of fun: Good example of viral content beneficial to HR
https://www.youtube.com/watch?v=aXLqXpoaMbg
Over 143,000
views

41. Go to: http://www.meetin.gs/meet/zipipopfreud

42. Address:
Rikhardinkatu 1
00130 Helsinki
Finland
Email:
richardvonkaufmann
@zipipopfreud.fi
etunimi.sukunimi@zipipopfreud.fi
Telephone:
+358 45 1122273
facebook.com/zipipop
slideshare.net/zipipop
linkedin.com/company/zipipop
twitter.com/zipipop