How companies can leverage social objects to connect with customers in the digital age
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Zeeland's Janne Saarikko at TSE exe eMBAForum in Turku. How the profound changes in the business environment will force companies to re-invent their organization and ways of working.
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How companies can leverage social objects to connect with customers in the digital age
- 1. RESISTANCEIS Janne Saarikko @saarikko FUTILEHow the profound changes in the business environment will force companies to re-invent their organization and ways of working
- 3. #RESTRUCT Internet. Social media. Citizen journalism. Media 2.0. Company 2.0. Consumer 2.0. Society 2.0. Politics 2.0. Climate change. Financial crisis. Open. Globalization. Digitalization.
- 4. LET’S LOOK AT THE CHANGES AROUND US.
- 5. FOUR BIG ONES. 1 2 3 4
- 6. 1 2 3 4
- 7. 1 2 3 4 CEO CTO CMO VP, Com muni catio ns CFO COO VP, R&D People are spending too much time fighting against the other silos.
- 8. 1 2 3 4 CFO VP, R&DVP, HR SalesCMO Everyone should be an expert and a generalist at the same time.
- 9. 1 2 3 4 2014 2015 2016 Old school planning with 2-3 year perspective is waste of time.
- 10. 1 2 3 4 2014 2015 2016 Planning should focus in agility and rapid changes, reaching for the star.
- 11. Company 1 2 3 4 Customer Time of corporate gatekeepers is over already.
- 12. Company Customer 1 2 3 4 Customer Partner Subcontractor Competitor Community Y Community X Corporate walls are being breached, itʼs all about business ecosystems.
- 13. 1 2 3 4 Your country target market does not exist anymore!
- 14. 1 2 3 4 Global? Hyperlocal? Your competition is either GLOBAL or HYPERLOCAL.
- 15. PEOPLE PERSPECTIVE. PEOPLE ARE CHANGING.
- 16. WE TRUST PEOPLE MORE THAN BRANDS. WE RESEARCH BEFORE WE DECIDE. WE RESENT PUSH ADVERTISING. WE SHARE OUR FEELINGS. WE ARE ALL UNIQUE. WE WANT VALUE.
- 17. WE ALSO CREATE. AND WE COMMUNICATE. THEN WE RATE AND REVIEW. WE LOVE THINGS THAT OUR FRIENDS LOVE. BECAUSE WE SHARE A COMMON VIEW. BUT ONLY WITH OUR FRIENDS. WITH. OUR. FRIENDS.
- 18. YOU ARE THE MEDIA! PEOPLE ARE MORE INTERESTING THAN STRUCTURES!
- 19. ANYONE CAN AND WILL PUBLISH CONTENT WITHOUT CHANNEL RESTRICTIONS. BLOGS. VIDEOS. MOBILE. MESSENGERS.
- 20. ORGANIZATIONS NEED TO SERVE AND BRING VALUE TO YOU AND ME.
- 23. NO MORE SILOS OR DISCIPLINES. FOCUS ON THE OUTSIDE.
- 24. MARKETING MUST CHANGE. BROADCAST. GATEKEEPING.
- 25. SELLING MUST CHANGE. PERMISSION TO SELL?
- 26. THERE IS ONLY BUSINESS.
- 27. CHANNELS DO NOT EXIST. TRUSTED CONTENT IN POPULAR PLATFORMS.
- 28. HOW THE FUTURE WINNERS WILL SUCCEED? BOTH CONSUMER OR ORGANIZATION.
- 30. THEY CHANGE THE WAY THEY GO ABOUT DOING THEIR BUSINESS.
- 31. Permissi on to sell Awareness - Inbound Sales - Outbound Category Brand
- 34. THEY CHANGE THE CULTURE OF THEIR ORGANIZATION.
- 37. B2B SALESPEOPLE WILL RULE OVER B2C MARKETERS IN UNDERSTANDING.
- 39. BRINGING MEANINGFUL VALUE IS THE WAY TO SUCCESS.
- 40. AND ALL THIS REALITY STARTED FROM SOCIAL MEDIA.
- 41. SOCIAL MEDIA DYNAMICS ARE BECOMING EVERYTHING DYNAMICS.
- 42. AND ALL THIS IS RELATED TO DIGITALIZATION.
- 44. INTRODUCING A NEW WAY TO THINK ABOUT MARKETING.
- 46. "We have the best product." "We have a great solution for you" "what's up?" "We will deliver in time." PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILEPIPELINE& PROCESS PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC
- 47. CONTROL ENGAGEMENT PLATFORMSECRECY Content keywords "We have the best product." "We have a great solution for you" "what's up?" "We will deliver in time." PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILEPIPELINE& PROCESS PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC
- 48. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE Every medium has its unique content. Social objects and communities around them define content needs and schedules. The public selects the topics and produces the content. Broad media palette defines content and scheduling. PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC
- 49. COMPANIES ARE EVOLVING FROM PROCESS CENTRIC TO CUSTOMER DRIVEN. PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE
- 50. PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE COMPANIES ARE EXPECTED TO PRODUCE MORE AND MORE CONTENT.
- 51. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC Produced by "the audience" Produced by the company
- 52. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE LET'S FOCUS ON SOCIAL OBJECTS. WHAT MAKES THEM SO PRECIOUS FOR ALL FUTURE STRATEGIES?
- 54. SOCIAL OBJECTS: Objects around which communities form.
- 55. SOCIAL OBJECTS: Social communities do not form only around people but also around objects of interest such as cars, photos, cities, news pieces, future of mankind... The concept was put forward by Jyri Engeström in 2005 as part of the explanation of why some social networks succeed and some fail. Communities formed around social objects can be very passionate and active. They can not be owned or controlled.
- 56. SOCIAL OBJECTS HELP COMPANIES TO... DELIVER STORIES TO THEIR STAKEHOLDERS 2 TELL STORIES ABOUT THEIR MISSION 1
- 57. 1 SOCIAL OBJECTS HELP COMPANIES TO TELL STORIES ABOUT THEIR MISSION.
- 59. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES HOW DO WE TELL STORIES ABOUT THESE?
- 60. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES HOW DO WE TELL STORIES ABOUT THESE? NEWS CASES IR TESTIMONIALS
- 61. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES HOW DO WE MAKE OUR VALUES AND MISSION TANGIBLE? NEWS CASES IR TESTIMONIALS
- 62. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES WE CAN TELL STORIES ABOUT... SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT NEWS CASES IR TESTIMONIALS HOW DO WE MAKE OUR VALUES AND MISSION TANGIBLE?
- 63. 2 SOCIAL OBJECTS HELP COMPANIES DELIVER STORIES TO THEIR STAKEHOLDERS.
- 64. AUDIENCE IN THE OLD DAYS OF PRINTED MEDIA, DELIVERY WAS EASY. COMPANY
- 65. COMPANY AUDIENCE HOW DOES THIS WORK IN THE DIGITAL AGE? ?
- 66. AUDIENCE HOW DOES THIS WORK IN THE DIGITAL AGE? SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT.
- 67. BUT THEY ONLY WORK IF PEOPLE FIND THE CONTENT RELEVANT. AUDIENCE HOW DOES THIS WORK IN THE DIGITAL AGE? SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT.
- 68. SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT THAT'S WHY WE NEED SOCIAL OBJECTS.
- 69. SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT THAT'S WHY WE NEED SOCIAL OBJECTS. CONTENT MUST BE PART OF PEOPLE'S SOCIAL OBJECTS.
- 70. SOCIAL OBJECT ANATOMY OF A SOCIAL OBJECT THEREFORE COMPANY CAN NOT OWN A SOCIAL OBJECT. BUT IT CAN OWN A CERTAIN ROLE IN IT. ROLE OF THE COMPANY SOCIAL OBJECT IS OWNED BY INDIVIDUALS. SOCIAL OBJECTS MAKE COMPANY PART OF PEOPLES LIVES.
- 71. SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECTWHY?HOW?WHAT? 21 SOCIAL OBJECT SOCIAL OBJECT DELIVER STORIES TO THEIR STAKEHOLDERS TELL STORIES ABOUT THEIR MISSION
- 72. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC Produced by "the audience" Produced by the company
- 75. IDEAS MAKE YOUR BUSINESS AGILE. AIM TO BE THE WORLD’S BEST. RE-INVENT EVERYTHING. DO ONLY AUTOMATED OR CREATIVE. BE BRAVE. ANYONE?
- 77. YOUR EMBA COMMUNITY THIS MORNING WHAT ISYOUR SOCIAL OBJECT? AREYOU A COMMUNITY?