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SOCIAL OBJECT
CONTENT STRATEGY
BASED

Miikka Leinonen
YOUR COMPANY CULTURE
DETERMINES YOUR
CONTENT STRATEGY.
ARE YOU...
PROCESS
CENTRIC

PRODUCT
CENTRIC

CUSTOMER
CENTRIC

CUSTOMER
DRIVEN
"We will
deliver in
time."

"We have
the best
product."

"We have a
great solution
for you"

"what's
up?"

PIPELINE&
PROCE...
Content keywords

SECRECY

CONTROL

ENGAGEMENT

PLATFORM

"We will
deliver in
time."

"We have
the best
product."

"We hav...
Content keywords

SECRECY

CONTROL

ENGAGEMENT

PLATFORM

FOUR DIFFERENT
CONTENT STRATEGIES...
PROCESS
CENTRIC

PRODUCT
CE...
FRAGMENTED
MEDIA
PALETTE
Every medium
has its unique
content.

PROCESS
CENTRIC

UNIFIED
MEDIA
PALETTE
Broad media
palette ...
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

PEOPLE

COMPANIES ARE EVOLVING FROM
PROCESS CENTRIC TO CU...
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

PEOPLE

COMPANIES ARE EXPECTED TO PRODUCE
MORE AND MORE C...
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

Produced by
the company

PROCESS
CENTRIC

PRODUCT
CENTRIC...
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

PEOPLE

LET'S FOCUS ON SOCIAL OBJECTS.
WHAT MAKES THEM SO...
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...

1

2

TELL STORIES
ABOUT THEIR MISSION

DELIVER STORIES TO
THEIR STAKEHOLDERS
1
SOCIAL OBJECTS HELP COMPANIES TO
TELL STORIES ABOUT THEIR MISSION.
WHAT? HOW?
PRODUCTS,
SERVICES

WHY?

PROCESSES, MISSION, VISION,
COMPETENCES
VALUES

Simon Sinek:
www.startwithwhy.com
HOW DO WE TELL
STORIES ABOUT THESE?
WHAT? HOW?
PRODUCTS,
SERVICES

WHY?

PROCESSES, MISSION, VISION,
COMPETENCES
VALUES
HOW DO WE TELL
STORIES ABOUT THESE?
WHAT? HOW?
PRODUCTS,
SERVICES

CASES
NEWS

IR

TESTIMONIALS

WHY?

PROCESSES, MISSION,...
HOW DO WE MAKE OUR
VALUES AND MISSION
TANGIBLE?
WHAT? HOW?
PRODUCTS,
SERVICES

CASES
NEWS

IR

TESTIMONIALS

WHY?

PROCESS...
HOW DO WE MAKE OUR
VALUES AND MISSION
TANGIBLE?
WHAT? HOW?
PRODUCTS,
SERVICES

WHY?

PROCESSES, MISSION, VISION,
COMPETENC...
2
SOCIAL OBJECTS HELP COMPANIES
DELIVER STORIES TO THEIR STAKEHOLDERS.
AUDIENCE

IN THE OLD DAYS OF
BROADCAST MEDIA,
DELIVERY WAS EASY.

COMPANY
AUDIENCE

HOW DOES
THIS WORK IN
THE DIGITAL AGE?

?
COMPANY
AUDIENCE

HOWHOW DOES
DOES
THIS THIS WORK IN
WORK IN
THE DIGITAL AGE?AGE?
THE DIGITAL
SOME BELIEVE
DIGITAL CHANNELS
DELIVE...
AUDIENCE

HOWHOW DOES
DOES
THIS THIS WORK IN
WORK IN
THE DIGITAL AGE?AGE?
THE DIGITAL
SOME BELIEVE
DIGITAL CHANNELS
DELIVE...
SOCIAL
OBJECT

SOCIAL
OBJECT

SOCIAL
OBJECT

SOCIAL
OBJECT

SOCIAL
OBJECT

THAT'S WHY WE NEED SOCIAL OBJECTS.
AND CONTENT ...
SOCIAL
OBJECT

SOCIAL
OBJECT

ROLE OF
THE COMPANY

SOCIAL
OBJECT

SOCIAL
OBJECT

SOCIAL
OBJECT

SOCIAL OBJECT IS OWNED BY ...
1

2

TELL STORIES
ABOUT THEIR MISSION

DELIVER STORIES TO
THEIR STAKEHOLDERS

WHAT? HOW? WHY?

SOCIAL
OBJECT

SOCIAL
OBJE...
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

Produced by
the company

PROCESS
CENTRIC

PRODUCT
CENTRIC...
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

PEOPLE

WHAT'S YOUR STRATEGY?
PROCESS
CENTRIC

PRODUCT
CE...
For further information please contact

MIIKKA LEINONEN

miikka.leinonen@zeeland.fi

SIRPA ALHAVA

sirpa.alhava@zeeland.fi
www.zeeland.fi
Facebook.com/ZeelandGroup
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Social object based content strategy

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Social objects help you tell stories that are truly relevant for your customers and soon-to-be-customers.

Published in: Business

Social object based content strategy

  1. 1. SOCIAL OBJECT CONTENT STRATEGY BASED Miikka Leinonen
  2. 2. YOUR COMPANY CULTURE DETERMINES YOUR CONTENT STRATEGY.
  3. 3. ARE YOU... PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  4. 4. "We will deliver in time." "We have the best product." "We have a great solution for you" "what's up?" PIPELINE& PROCESS PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILE PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  5. 5. Content keywords SECRECY CONTROL ENGAGEMENT PLATFORM "We will deliver in time." "We have the best product." "We have a great solution for you" "what's up?" PIPELINE& PROCESS PRODUCT DIVISIONS CUSTOMER DIVISIONS AGILE PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  6. 6. Content keywords SECRECY CONTROL ENGAGEMENT PLATFORM FOUR DIFFERENT CONTENT STRATEGIES... PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  7. 7. FRAGMENTED MEDIA PALETTE Every medium has its unique content. PROCESS CENTRIC UNIFIED MEDIA PALETTE Broad media palette defines content and scheduling. PRODUCT CENTRIC SOCIAL OBJECTS PEOPLE Social objects and communities around them define content needs and schedules. The public selects the topics and produces the content. CUSTOMER CENTRIC CUSTOMER DRIVEN
  8. 8. FRAGMENTED MEDIA PALETTE UNIFIED MEDIA PALETTE SOCIAL OBJECTS PEOPLE COMPANIES ARE EVOLVING FROM PROCESS CENTRIC TO CUSTOMER DRIVEN. PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  9. 9. FRAGMENTED MEDIA PALETTE UNIFIED MEDIA PALETTE SOCIAL OBJECTS PEOPLE COMPANIES ARE EXPECTED TO PRODUCE MORE AND MORE CONTENT. PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  10. 10. FRAGMENTED MEDIA PALETTE UNIFIED MEDIA PALETTE SOCIAL OBJECTS Produced by the company PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC PEOPLE Produced by "the audience" CUSTOMER DRIVEN
  11. 11. FRAGMENTED MEDIA PALETTE UNIFIED MEDIA PALETTE SOCIAL OBJECTS PEOPLE LET'S FOCUS ON SOCIAL OBJECTS. WHAT MAKES THEM SO PRECIOUS FOR ALL FUTURE CONTENT STRATEGIES?
  12. 12. WHAT ARE SOCIAL OBJECTS?
  13. 13. SOCIAL OBJECTS: Objects around which communities form.
  14. 14. 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.
  15. 15. SOCIAL OBJECTS HELP COMPANIES TO... 1 2 TELL STORIES ABOUT THEIR MISSION DELIVER STORIES TO THEIR STAKEHOLDERS
  16. 16. 1 SOCIAL OBJECTS HELP COMPANIES TO TELL STORIES ABOUT THEIR MISSION.
  17. 17. WHAT? HOW? PRODUCTS, SERVICES WHY? PROCESSES, MISSION, VISION, COMPETENCES VALUES Simon Sinek: www.startwithwhy.com
  18. 18. HOW DO WE TELL STORIES ABOUT THESE? WHAT? HOW? PRODUCTS, SERVICES WHY? PROCESSES, MISSION, VISION, COMPETENCES VALUES
  19. 19. HOW DO WE TELL STORIES ABOUT THESE? WHAT? HOW? PRODUCTS, SERVICES CASES NEWS IR TESTIMONIALS WHY? PROCESSES, MISSION, VISION, COMPETENCES VALUES
  20. 20. HOW DO WE MAKE OUR VALUES AND MISSION TANGIBLE? WHAT? HOW? PRODUCTS, SERVICES CASES NEWS IR TESTIMONIALS WHY? PROCESSES, MISSION, VISION, COMPETENCES VALUES
  21. 21. HOW DO WE MAKE OUR VALUES AND MISSION TANGIBLE? WHAT? HOW? PRODUCTS, SERVICES WHY? PROCESSES, MISSION, VISION, COMPETENCES VALUES WE CAN TELL STORIES ABOUT... CASES NEWS SOCIAL OBJECT IR TESTIMONIALS SOCIAL OBJECT SOCIAL OBJECT
  22. 22. 2 SOCIAL OBJECTS HELP COMPANIES DELIVER STORIES TO THEIR STAKEHOLDERS.
  23. 23. AUDIENCE IN THE OLD DAYS OF BROADCAST MEDIA, DELIVERY WAS EASY. COMPANY
  24. 24. AUDIENCE HOW DOES THIS WORK IN THE DIGITAL AGE? ? COMPANY
  25. 25. AUDIENCE HOWHOW DOES DOES THIS THIS WORK IN WORK IN THE DIGITAL AGE?AGE? THE DIGITAL SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT.
  26. 26. AUDIENCE HOWHOW DOES DOES THIS THIS WORK IN WORK IN THE DIGITAL AGE?AGE? THE DIGITAL SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT. BUT THEY ONLY WORK IF PEOPLE FIND THE CONTENT RELEVANT.
  27. 27. SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT THAT'S WHY WE NEED SOCIAL OBJECTS. AND CONTENT BECOMES PART OF PEOPLE'S LIVES.
  28. 28. SOCIAL OBJECT SOCIAL OBJECT ROLE OF THE COMPANY SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT IS OWNED BY INDIVIDUALS. THEREFORE COMPANY CAN NOT OWN A SOCIAL OBJECT. BUT IT CAN OWN A CERTAIN ROLE IN IT.
  29. 29. 1 2 TELL STORIES ABOUT THEIR MISSION DELIVER STORIES TO THEIR STAKEHOLDERS WHAT? HOW? WHY? SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT SOCIAL OBJECT
  30. 30. FRAGMENTED MEDIA PALETTE UNIFIED MEDIA PALETTE SOCIAL OBJECTS Produced by the company PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC PEOPLE Produced by "the audience" CUSTOMER DRIVEN
  31. 31. FRAGMENTED MEDIA PALETTE UNIFIED MEDIA PALETTE SOCIAL OBJECTS PEOPLE WHAT'S YOUR STRATEGY? PROCESS CENTRIC PRODUCT CENTRIC CUSTOMER CENTRIC CUSTOMER DRIVEN
  32. 32. For further information please contact MIIKKA LEINONEN miikka.leinonen@zeeland.fi SIRPA ALHAVA sirpa.alhava@zeeland.fi
  33. 33. www.zeeland.fi Facebook.com/ZeelandGroup

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