SOSIAALISET OBJEKTIT SISÄLTÖMARKKINOINNISSA

#ZTALKSHOW

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

Joka yrityksen unelma:

Mitä on sisältömarkkinointi?"Content marketing is a marketing technique of creating and distributing valuable, relevant and

consistent content to attract and acquire a clearly defined audience – with the objective of

driving profitable customer action."

MIKÄ ON NYT TRENDIKÄSTÄ?

INFOGRAFIIKKA

VIDEOT

MYYNNIN TUKI

Mikä saa jakamaan sisältöjä?

Ihmisille pitää antaaSYY

MAHDOLLISUUSLUPA

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

INFOGRAFIIKKAVIDEOT MYYNNIN TUKI

SISÄLLÖNTUOTANNON MALLEJA

MASTERMEDIA

SOSIAALISET OBJEKTIT

PROCESS2 125 2 3

PLANNINGEditorial board Refining ideas Approvals Synergies Interview permissions

CONTENT CREATIONBriefing Writing Photoshoots Approvals

LAYOUTPlanning Layout Approvals

PRINTING& MAILING

READY

Publishers contribution required

WEEKS

OTHER MEDIA INTRANET CONTENT

WEBCONTENT

POWERPOINTSLIDES

WEBMAGAZINE

IMAGEBANK

NEWS- LETTER

S O C I A L M E D I A

SLIDESHARE

ARTICLES FOR WWW.ABB.COM/FIARTICLES FOR WWW.ABB.COM

TRADEPRESS ARTICLESVIDEOS

MASTER MEDIA: MAGAZINE

ABB

TRADE PRESS ARTICLES

CASECARDS X 6

BLOG ENTRY X 1

INFOGRAPHICS X 2

PRESS RELEASES

NEWSLETTER

PHOTOS FOR MEDIA BANKMASTER MEDIA: MAGAZINE

KALMAR

MASTERMEDIA

SOSIAALISET OBJEKTIT

CONTENTAND SOCIAL OBJECTS

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.

HOW TO BUILD A SOCIAL OBJECT BASED CONTENT STRATEGY?

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTS

PLAN INTERNAL TRAINING

FIND OWNERS

GET MANAGEMENT COMMITMENTCREATE EXAMPLES

LINK TO SALES

LINK TO STRATEGY

BUILD PLATFORMS

HOW TO PUT INTO PRACTICE

CONTENT STRATEGY

HOW TO BUILD A SOCIAL OBJECT BASED CONTENT PROCESS?

GENERAL PUBLIC

PRO

EXPERTS

SOOB OWNER IDEATION

STORY IDEAS

SOOB OWNER

IDEATION

EXCITING!

MILDLY INTERESTING

MUST-HAVE

STORY TYPE SELECTION

TOUCHPOINT SELECTION

FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS?

MEDIA SELECTION

FACEBOOK TWITTER

SITE INTRA

VIDEO TEXT

GRAPHICS

MINI SITE EXTERNAL SITE

EDITORIAL BOARD

SOOB OWNER IDEATION

STORY IDEAS

PHOTOS BULLETS

TRADE PRESS CASE CARD

SLIDESHARE PINTEREST

SOOB OWNER

IDEATION

EDITORIAL BOARD

LINKEDIN NEWSLETTER

GENERAL PUBLIC

PRO

EXPERTS

EXCITING!

MILDLY INTERESTING

MUST-HAVE

STORY TYPE SELECTION

TOUCHPOINT SELECTION

MEDIA SELECTION

FACEBOOK TWITTER

SITE INTRA

VIDEO TEXT

GRAPHICS

MINI SITE EXTERNAL SITE

LINKEDIN NEWSLETTER

EDITORIAL BOARD

SOOB OWNER IDEATION

STORY IDEAS

PHOTOS BULLETS

TRADE PRESS CASE CARD

SLIDESHARE PINTEREST

SOOB OWNER

IDEATION

EDITORIAL BOARD

CONTENT PRODUCTION

GENERAL PUBLIC

PRO

EXPERTS

EXCITING!

MILDLY INTERESTING

MUST-HAVE

FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS?

IT’S ALL IN THE CULTURE

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

ACTIVE INDIVIDUALS

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

ACTIVE INDIVIDUALS

CULTURE OF SHARING+

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

PROCESSES AND ROLES

ACTIVE INDIVIDUALS

CULTURE OF SHARING++

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

PROCESSES AND ROLES

ACTIVE INDIVIDUALS

CULTURE OF SHARING++

SOCIAL OBJECTS

WHY IS CORPORATE CULTURE SO IMPORTANT?CONTENT PYRAMIDS

THREE ROLES OF CONTENT SHARING

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

THREE ROLES OF CONTENT SHARING

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

THREE ROLES OF CONTENT SHARING

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

IF YOU WISH TO BE THE STORY...

THREE ROLES OF CONTENT SHARING

THREE TYPES OF STORIES

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

EXCITING!

MILDLY INTERESTING

MUST-HAVE

IF YOU WISH TO BE THE STORY...

THREE ROLES OF CONTENT SHARING

THREE TYPES OF STORIES

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

EXCITING!

MILDLY INTERESTING

MUST-HAVE

IF YOU WISH TO BE THE STORY...

THREE ROLES OF CONTENT SHARING

THREE TYPES OF STORIES

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

EXCITING!

MILDLY INTERESTING

MUST-HAVE

IF YOU WISH TO BE EXCITING...

IF YOU WISH TO BE THE STORY...

THREE ROLES OF CONTENT SHARING

THREE TYPES OF STORIES

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

EXCITING!

MILDLY INTERESTING

MUST-HAVE

THREE QUALITIES OF AN EXCITING COMPANY

BOLDNESS OPEN AND FORGIVING CULTURE

MARKETING MINDSET THROUGHOUT THE ORGANIZATION

IF YOU WISH TO BE EXCITING...

IF YOU WISH TO BE THE STORY...

A SOURCE OF INTERESTING CONTENT &

ACTIVE IN DIALOG

PROCESSES AND ROLES

ACTIVE INDIVIDUALS

CULTURE OF SHARING++

SOCIAL OBJECTS

TEE ITSEANALYYSI:

TEE ITSEANALYYSI:

PROCESSES AND ROLES

ACTIVE INDIVIDUALS

CULTURE OF SHARING++

ONKO TEILLÄ NÄMÄ?

TEE ITSEANALYYSI:

PROCESSES AND ROLES

ACTIVE INDIVIDUALS

CULTURE OF SHARING++

ONKO TEILLÄ NÄMÄ?

MIKÄ ON ROOLINNE?

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

TEE ITSEANALYYSI:

PROCESSES AND ROLES

ACTIVE INDIVIDUALS

CULTURE OF SHARING++

ONKO TEILLÄ NÄMÄ?

MITKÄ OVAT TEIDÄN SOOBINNE?

MIKÄ ON ROOLINNE?

YOU ARE THE STORY

YOU ARE AMONG THE FIRST TO

SHARE THE STORY

YOU FOLLOW (AND ADD SOME ANGLES)

Facebook.com/ZeelandGroup