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Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014

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

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Richard von Kaufmann MPS breakfast seminar presentation 2 October 2014

  1. 1. Empowering experts to communicate company expertize and values Richard von Kaufmann // 2.10.2014
  2. 2. Who’s talking? @richievk @zipipop
  3. 3. Vaikutustoimisto Zipipop Freud Vaikutustoimisto Zipipop Freud yhdistää viestinnän, digitaalisen maailman ja sosiaalisen median luodakseen vaikutuksia oikeissa kohderyhmissä.
  4. 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. 5. By 2025 75% Global Workforce will be digital natives * Software Consortium: Preparing for the 40 Million Millennials in the Workforce
  6. 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. 7. Internet culture ● flat ● open (visible) ● authentic ● meritocratic ● flexible
  8. 8. Internet culture ● flat ● open (visible) ● authentic ● meritocratic ● flexible
  9. 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. 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. 11. Unstructured approach
  12. 12. A clear strategy enhances the impact
  13. 13. Zipipop Freudin kultainen kolmio
  14. 14. Why you need a social media strategy You need to have clear goals before you can measure the impact.
  15. 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. 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. 17. Brands with attitude do consistently better
  18. 18. What is attitude? Attitude = Values in action Rami Saarela 2013
  19. 19. 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.
  20. 20. What makes for a good employee Knowledge Experience Attitude Amazon bought Zappos for 1.2 billion
  21. 21. Zipipop Freudin expert profiling
  22. 22. It takes time… But for the expert profiling and social media marketing you need to generate content right away regardless.
  23. 23. How do we do it in practise?
  24. 24. 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
  25. 25. Zipipop Freudin malli Proactive Push your message when you need to
  26. 26. “Search engine communication” — Timo Nurmi Latent “waiting”
  27. 27. Zipipop Freudin malli Reactive Engage when people are interested
  28. 28. 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
  29. 29. 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.
  30. 30. 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.
  31. 31. 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.
  32. 32. After the seminar do at least these
  33. 33. 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
  34. 34. 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
  35. 35. “Societal” values in action
  36. 36. A bit of fun: Good example of viral content beneficial to HR https://www.youtube.com/watch?v=aXLqXpoaMbg Over 143,000 views
  37. 37. Go to: http://www.meetin.gs/meet/zipipopfreud
  38. 38. 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

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