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Empowering experts to 
communicate company 
expertize and values 
Richard von Kaufmann // 2.10.2014
Who’s talking? @richievk @zipipop
Vaikutustoimisto Zipipop Freud 
Vaikutustoimisto Zipipop Freud yhdistää 
viestinnän, digitaalisen maailman ja 
sosiaalisen...
YHDISTELMÄ 
(Networks Business) 
SOSIAALINEN 
MEDIA 
VIESTINTÄ 
PR 
SUUNNITTELU 
VIESTINTÄSTRATEGIAT 
MARKKINOINTIVIESTINT...
By 2025 
75% 
Global Workforce 
will be 
digital natives 
* Software Consortium: Preparing for the 40 Million Millennials ...
The brightest and the best 
"If any organization wants to hire 
the brightest and the best from 
around the world the inte...
Internet culture 
● flat 
● open (visible) 
● authentic 
● meritocratic 
● flexible
Internet culture 
● flat 
● open (visible) 
● authentic 
● meritocratic 
● flexible
Experts represent core competences 
The best attract the best 
But only if they are visible 
Jony Ive is Apple’s high prof...
Increasing social gravity 
potential customers 
customers 
external experts / 
influencers 
employees 
experts 
Inspired b...
Unstructured approach
A clear strategy enhances the impact
Zipipop Freudin kultainen kolmio
Why you need a social media 
strategy 
You need to have clear goals before 
you can measure the impact.
Zipipop Freud Influence Grid 
Who is important 
What’s important to 
them 
Type of relationship Attitude Perception to enh...
KPI tracking example 
Zipipop Freud is currently working with Lassila&Tikanoja to enhance its 
employer reputation percept...
Brands with attitude 
do consistently better
What is attitude? 
Attitude = Values in action 
Rami Saarela 2013
Liberating staff to be personable 
Social media is driving the need to respond ever quicker. 
Social media rewards authent...
What makes for a good employee 
Knowledge 
Experience 
Attitude 
Amazon bought Zappos for 1.2 billion
Zipipop Freudin expert profiling
It takes time… 
But for the expert profiling and social media 
marketing you need to generate content right 
away regardle...
How do we do it in practise?
Zipipop Freudin malli 
Proactive 
Latent 
“waiting” 
Reactive 
Give people answers 
when they have needs 
Push your messag...
Zipipop Freudin malli 
Proactive 
Push your message 
when you need to
“Search engine communication” — Timo Nurmi 
Latent 
“waiting”
Zipipop Freudin malli 
Reactive 
Engage when people 
are interested
The New Marketing Mix 
LATENTTI 
SoMe-seuranta 
REAKTIIVIINEN 
PROAKTIIVINEN 
viestinnän vaikutuksen 
seuranta 
Mitä kysyt...
How to lose a lead in 60 seconds 
Becomes a (loyal) customer 
Purchase made easy online 
Asks can I trust this company / p...
How to lose a lead in 60 seconds 
Becomes a (loyal) customer 
Purchase made easy online 
Asks can I trust this company / p...
Cost ofMissedOopportunities 
As well as the investment needed to produce relevant, 
entertaining and useful content you al...
After the seminar do at least 
these
Make sure you do at least these steps 
1. Define the topics your company really needs to be 
on top of in the discussions ...
Using borrowed images in social media 
● ask permission 
● hyperlink back to the source 
● use the creator's name 
● start...
“Societal” values in action
A bit of fun: Good example of viral content beneficial to HR 
https://www.youtube.com/watch?v=aXLqXpoaMbg 
Over 143,000 
v...
Go to: http://www.meetin.gs/meet/zipipopfreud
Address: 
Rikhardinkatu 1 
00130 Helsinki 
Finland 
Email: 
richardvonkaufmann 
@zipipopfreud.fi 
etunimi.sukunimi@zipipop...
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10 September 2014
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10 September 2014
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10 September 2014
Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10 September 2014
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Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10 September 2014

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How to empower experts to communicate the company expertise and values.

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Richard von Kaufmann Zipipop Freud MPS experts profiling breakfast seminar 10 September 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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