RESISTANCEIS
Janne Saarikko
@saarikko
FUTILEHow the profound changes in the business environment will force companies to r...
YOUR EMBA
COMMUNITY
THIS MORNING
#RESTRUCT
Internet. Social media.
Citizen journalism. Media 2.0.
Company 2.0. Consumer 2.0.
Society 2.0. Politics 2.0.
Cli...
LET’S LOOK AT THE
CHANGES
AROUND US.
FOUR BIG ONES.
1 2 3 4
1
2
3
4
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 silo...
1
2
3
4
CFO
VP, R&DVP, HR
SalesCMO
Everyone should be an expert and a generalist at the same time.
1
2
3
4 2014 2015 2016
Old school planning with 2-3 year perspective is waste of time.
1
2
3
4 2014 2015 2016
Planning should focus in agility and rapid changes, reaching for the star.
Company
1
2
3
4
Customer
Time of corporate gatekeepers is over already.
Company
Customer
1
2
3
4
Customer
Partner
Subcontractor
Competitor
Community Y
Community X
Corporate walls are being breac...
1
2
3
4
Your country target market does not exist anymore!
1
2
3
4
Global? Hyperlocal?
Your competition is either GLOBAL or HYPERLOCAL.
PEOPLE PERSPECTIVE.
PEOPLE ARE CHANGING.
WE TRUST PEOPLE MORE THAN BRANDS.
WE RESEARCH BEFORE WE DECIDE.
WE RESENT PUSH ADVERTISING.
WE SHARE OUR FEELINGS.
WE ARE ...
WE ALSO CREATE.
AND WE COMMUNICATE.
THEN WE RATE AND REVIEW.
WE LOVE THINGS THAT OUR FRIENDS LOVE.
BECAUSE WE SHARE A COMM...
YOU ARE THE MEDIA!
PEOPLE ARE MORE
INTERESTING THAN
STRUCTURES!
ANYONE CAN AND WILL
PUBLISH CONTENT WITHOUT
CHANNEL RESTRICTIONS.
BLOGS. VIDEOS. MOBILE. MESSENGERS.
ORGANIZATIONS NEED TO
SERVE AND BRING VALUE
TO YOU AND ME.
ORGANIZATION
PERSPECTIVE.
ORGANIZATIONS MUST
CHANGE.
AGILE. AGILE.AGILE.
NO MORE SILOS OR
DISCIPLINES.
FOCUS ON THE OUTSIDE.
MARKETING MUST CHANGE.
BROADCAST. GATEKEEPING.
SELLING MUST CHANGE.
PERMISSION TO SELL?
THERE IS ONLY BUSINESS.
CHANNELS DO NOT EXIST.
TRUSTED CONTENT IN
POPULAR PLATFORMS.
HOW THE
FUTURE WINNERS
WILL SUCCEED?
BOTH CONSUMER OR ORGANIZATION.
THEY GO FROM
PRODUCT-CENTRIC
TOWARDS
CUSTOMER-DRIVEN
THEY CHANGE THE WAY
THEY GO ABOUT DOING
THEIR BUSINESS.
Permissi
on to
sell
Awareness - Inbound Sales - Outbound
Category
Brand
OUTBOUND GOES MORE
FOCUSED.
INBOUND MUST BE
STRONGER.
THEY CHANGE THE CULTURE
OF THEIR ORGANIZATION.
THEY CHANGE THE
ORGANIZATION.
DIRECTORS
MUST CHANGE
YESTERDAY.
B2B SALESPEOPLE
WILL RULE OVER
B2C MARKETERS
IN UNDERSTANDING.
CONTENT.
PEOPLE.
CONNECTIONS.
BRINGING MEANINGFUL
VALUE
IS THE WAY TO SUCCESS.
AND ALL THIS REALITY
STARTED FROM
SOCIAL MEDIA.
SOCIAL MEDIA DYNAMICS
ARE BECOMING
EVERYTHING DYNAMICS.
AND ALL THIS IS RELATED
TO DIGITALIZATION.
DEEPER LOOK INTO.
CONTENT.
PEOPLE.
CONNECTIONS.
INTRODUCING A NEW WAY
TO THINK ABOUT
MARKETING.
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
ARE YOU...
"We have
the best
product."
"We have a
great solution
for you"
"what's
up?"
"We will
deliver in
time."
PRODUCT
DIVISIONS
C...
CONTROL ENGAGEMENT PLATFORMSECRECY
Content keywords
"We have
the best
product."
"We have a
great solution
for you"
"what's...
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
Every medium
has its unique
content.
Social objects an...
COMPANIES ARE EVOLVING FROM
PROCESS CENTRIC TO CUSTOMER DRIVEN.
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
C...
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MED...
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCE...
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
LET'S FOCUS ON SOCIAL OBJECTS.
WHAT MAKES THEM SO PREC...
WHAT ARE
SOCIAL OBJECTS?
SOCIAL OBJECTS:
Objects around which communities form.
SOCIAL OBJECTS:
Social communities do not form only around people
but also around objects of interest such as
cars, photos...
SOCIAL OBJECTS HELP COMPANIES TO...
DELIVER STORIES TO
THEIR STAKEHOLDERS
2
TELL STORIES
ABOUT THEIR MISSION
1
1
SOCIAL OBJECTS HELP COMPANIES TO
TELL STORIES ABOUT THEIR MISSION.
WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
HOW DO WE TELL
STORIES ABOUT THESE?
WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
HOW DO WE TELL
STORIES ABOUT THESE?
NEWS...
WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
HOW DO WE MAKE OUR
VALUES AND MISSION
TA...
WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
WE CAN TELL
STORIES ABOUT...
SOCIAL
OBJE...
2
SOCIAL OBJECTS HELP COMPANIES
DELIVER STORIES TO THEIR STAKEHOLDERS.
AUDIENCE
IN THE OLD DAYS OF
PRINTED MEDIA,
DELIVERY WAS EASY.
COMPANY
COMPANY
AUDIENCE
HOW DOES
THIS WORK IN
THE DIGITAL AGE?
?
AUDIENCE
HOW DOES
THIS WORK IN
THE DIGITAL AGE?
SOME BELIEVE
DIGITAL CHANNELS
DELIVER THE
CONTENT.
BUT THEY ONLY
WORK IF PEOPLE
FIND THE CONTENT
RELEVANT.
AUDIENCE
HOW DOES
THIS WORK IN
THE DIGITAL AGE?
SOME BELIEVE
DIGIT...
SOCIAL
OBJECT SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
THAT'S WHY WE
NEED SOCIAL
OBJECTS.
SOCIAL
OBJECT SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
THAT'S WHY WE
NEED SOCIAL
OBJECTS.
CONTENT MUST
BE P...
SOCIAL
OBJECT
ANATOMY OF A SOCIAL OBJECT
THEREFORE COMPANY
CAN NOT OWN A
SOCIAL OBJECT.
BUT IT CAN OWN A
CERTAIN ROLE IN I...
SOCIAL
OBJECT SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECTWHY?HOW?WHAT?
21
SOCIAL
OBJECT
SOCIAL
OBJECT
DELIVER ...
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCE...
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCE...
DIGITALIZATION MEANS LESS
PLACELESS
TIMELESS
SIZELESS
RESOURCELESS
STRUCTURELESS
IDEAS
MAKE YOUR BUSINESS AGILE.
AIM TO BE THE WORLD’S BEST.
RE-INVENT EVERYTHING.
DO ONLY AUTOMATED OR CREATIVE.
BE BRAVE....
STILL AWAKE?
LET’S TALK.
YOUR EMBA
COMMUNITY
THIS MORNING
WHAT ISYOUR
SOCIAL OBJECT?
AREYOU A
COMMUNITY?
Facebook.com/ZeelandGroup
Upcoming SlideShare
Loading in …5
×

Resistance is Futile: About the changes caused by digitalization @ eMBAForum 2014 Janne Saarikko

1,206 views
1,029 views

Published on

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.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,206
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Resistance is Futile: About the changes caused by digitalization @ eMBAForum 2014 Janne Saarikko

  1. 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
  2. 2. YOUR EMBA COMMUNITY THIS MORNING
  3. 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. 4. LET’S LOOK AT THE CHANGES AROUND US.
  5. 5. FOUR BIG ONES. 1 2 3 4
  6. 6. 1 2 3 4
  7. 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. 8. 1 2 3 4 CFO VP, R&DVP, HR SalesCMO Everyone should be an expert and a generalist at the same time.
  9. 9. 1 2 3 4 2014 2015 2016 Old school planning with 2-3 year perspective is waste of time.
  10. 10. 1 2 3 4 2014 2015 2016 Planning should focus in agility and rapid changes, reaching for the star.
  11. 11. Company 1 2 3 4 Customer Time of corporate gatekeepers is over already.
  12. 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. 13. 1 2 3 4 Your country target market does not exist anymore!
  14. 14. 1 2 3 4 Global? Hyperlocal? Your competition is either GLOBAL or HYPERLOCAL.
  15. 15. PEOPLE PERSPECTIVE. PEOPLE ARE CHANGING.
  16. 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. 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. 18. YOU ARE THE MEDIA! PEOPLE ARE MORE INTERESTING THAN STRUCTURES!
  19. 19. ANYONE CAN AND WILL PUBLISH CONTENT WITHOUT CHANNEL RESTRICTIONS. BLOGS. VIDEOS. MOBILE. MESSENGERS.
  20. 20. ORGANIZATIONS NEED TO SERVE AND BRING VALUE TO YOU AND ME.
  21. 21. ORGANIZATION PERSPECTIVE.
  22. 22. ORGANIZATIONS MUST CHANGE. AGILE. AGILE.AGILE.
  23. 23. NO MORE SILOS OR DISCIPLINES. FOCUS ON THE OUTSIDE.
  24. 24. MARKETING MUST CHANGE. BROADCAST. GATEKEEPING.
  25. 25. SELLING MUST CHANGE. PERMISSION TO SELL?
  26. 26. THERE IS ONLY BUSINESS.
  27. 27. CHANNELS DO NOT EXIST. TRUSTED CONTENT IN POPULAR PLATFORMS.
  28. 28. HOW THE FUTURE WINNERS WILL SUCCEED? BOTH CONSUMER OR ORGANIZATION.
  29. 29. THEY GO FROM PRODUCT-CENTRIC TOWARDS CUSTOMER-DRIVEN
  30. 30. THEY CHANGE THE WAY THEY GO ABOUT DOING THEIR BUSINESS.
  31. 31. Permissi on to sell Awareness - Inbound Sales - Outbound Category Brand
  32. 32. OUTBOUND GOES MORE FOCUSED.
  33. 33. INBOUND MUST BE STRONGER.
  34. 34. THEY CHANGE THE CULTURE OF THEIR ORGANIZATION.
  35. 35. THEY CHANGE THE ORGANIZATION.
  36. 36. DIRECTORS MUST CHANGE YESTERDAY.
  37. 37. B2B SALESPEOPLE WILL RULE OVER B2C MARKETERS IN UNDERSTANDING.
  38. 38. CONTENT. PEOPLE. CONNECTIONS.
  39. 39. BRINGING MEANINGFUL VALUE IS THE WAY TO SUCCESS.
  40. 40. AND ALL THIS REALITY STARTED FROM SOCIAL MEDIA.
  41. 41. SOCIAL MEDIA DYNAMICS ARE BECOMING EVERYTHING DYNAMICS.
  42. 42. AND ALL THIS IS RELATED TO DIGITALIZATION.
  43. 43. DEEPER LOOK INTO. CONTENT. PEOPLE. CONNECTIONS.
  44. 44. INTRODUCING A NEW WAY TO THINK ABOUT MARKETING.
  45. 45. PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC ARE YOU...
  46. 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. 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. 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. 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. 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. 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. 52. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE LET'S FOCUS ON SOCIAL OBJECTS. WHAT MAKES THEM SO PRECIOUS FOR ALL FUTURE STRATEGIES?
  53. 53. WHAT ARE SOCIAL OBJECTS?
  54. 54. SOCIAL OBJECTS: Objects around which communities form.
  55. 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. 56. SOCIAL OBJECTS HELP COMPANIES TO... DELIVER STORIES TO THEIR STAKEHOLDERS 2 TELL STORIES ABOUT THEIR MISSION 1
  57. 57. 1 SOCIAL OBJECTS HELP COMPANIES TO TELL STORIES ABOUT THEIR MISSION.
  58. 58. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES
  59. 59. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES HOW DO WE TELL STORIES ABOUT THESE?
  60. 60. WHY? MISSION, VISION, VALUES HOW? PROCESSES, COMPETENCES WHAT? PRODUCTS, SERVICES HOW DO WE TELL STORIES ABOUT THESE? NEWS CASES IR TESTIMONIALS
  61. 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. 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. 63. 2 SOCIAL OBJECTS HELP COMPANIES DELIVER STORIES TO THEIR STAKEHOLDERS.
  64. 64. AUDIENCE IN THE OLD DAYS OF PRINTED MEDIA, DELIVERY WAS EASY. COMPANY
  65. 65. COMPANY AUDIENCE HOW DOES THIS WORK IN THE DIGITAL AGE? ?
  66. 66. AUDIENCE HOW DOES THIS WORK IN THE DIGITAL AGE? SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT.
  67. 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. 68. SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT THAT'S WHY WE NEED SOCIAL OBJECTS.
  69. 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. 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. 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. 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
  73. 73. FRAGMENTED MEDIA PALETTE PEOPLESOCIAL OBJECTS UNIFIED MEDIA PALETTE PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN PROCESS CENTRIC WHAT'S YOUR STRATEGY?
  74. 74. DIGITALIZATION MEANS LESS PLACELESS TIMELESS SIZELESS RESOURCELESS STRUCTURELESS
  75. 75. IDEAS MAKE YOUR BUSINESS AGILE. AIM TO BE THE WORLD’S BEST. RE-INVENT EVERYTHING. DO ONLY AUTOMATED OR CREATIVE. BE BRAVE. ANYONE?
  76. 76. STILL AWAKE? LET’S TALK.
  77. 77. YOUR EMBA COMMUNITY THIS MORNING WHAT ISYOUR SOCIAL OBJECT? AREYOU A COMMUNITY?
  78. 78. Facebook.com/ZeelandGroup

×