Ekana Innovation 2006 – 2009 www.ekana.fi

Janne Saarikko

Business Creative.

Marketing & Social Media Strategist. Consultant. Advisor. Public Speaker. Blogger.

Serial Entrepreneur. Officenomad.

TiekeVinkkejä ja Viiniä, June 12th, 2009

Ekana Innovation- Passion for First -

Ekana Innovation 2006 – 2009 www.ekana.fi

Internet. Social Media. Citizen Journalism.

Enterprise2.0. Consumer2.0. Climate Change.

Financial Crisis. Swine Flu. Open.

#restruct

Ekana Innovation 2006 – 2009 www.ekana.fi

World 2006

Customer

Portfolio

Pricing

Place/Channel

Positioning

Packaging

Prod

uct Ma

nagemen

t

Bran

d Ma

nagemen

t

Bran

d Percep

tion

Mission

Vision

Strategies

Bran

d Im

age

Marketing

Customer Service

Sales

Marketing

Company

R&D

Production

Competit

ion

Peers

Perception

Perception

Ekana Innovation 2006 – 2009 www.ekana.fi

World 2009

Portfolio

Pricing

Place/Channel

Positioning

Packaging

Prod

uct Ma

nagemen

t

Bran

d

Mana

gemen

t

Mission

Vision

Strategies

Bran

d

Image

Customer ServiceSales

Marketing CompanyR&D

Customer

Community

CommunityCommunity

Community

Ekana Innovation 2006 – 2009 www.ekana.fi

Social Media is a playground

Ekana Innovation 2006 – 2009 www.ekana.fi

Social media is an opportunity

Ekana Innovation 2006 – 2009 www.ekana.fi

Social media is a high school

recess.

Ekana Innovation 2006 – 2009 www.ekana.fi

How do you survive there?

Ekana Innovation 2006 – 2009 www.ekana.fi

By telling people that you are

good?

By making teacher to tell that

to everyone?

By being yourself – honest and

fair?

Ekana Innovation 2006 – 2009 www.ekana.fi

Social Media Marketing

Social Media Communications

Social Media Existence

Ekana Innovation 2006 – 2009 www.ekana.fi

Outcasts will be rejected.

Company must find their place on

the customer courtyard.

Ekana Innovation 2006 – 2009 www.ekana.fi

Future after #restruct

Ekana Innovation 2006 – 2009 www.ekana.fi

Company ”brands” are becoming

consumer brands

Ekana Innovation 2006 – 2009 www.ekana.fi

Company website becomes a

service center

Ekana Innovation 2006 – 2009 www.ekana.fi

Marketing activities move to

platforms, channels and

communities

Ekana Innovation 2006 – 2009 www.ekana.fi

Those who own top of mind in

the communities are the winners

Ekana Innovation 2006 – 2009 www.ekana.fi

To follow is futile. To exist is essential.

Ekana Innovation 2006 – 2009 www.ekana.fi

Where to exist?

• Company website for those who want the basic stuff

– Background info, product details, sales (process) – the traditional web marketing stuff

• Own community for those who are believers– If you have enough of them

– Discussions, sharing, discussion on the company stuff

• Existence in other communities (generic, even competition)

– This is for creating awareness and trust

– Right behaviour is the key

– Dialogue, helping, openess, honesty, sharing, listening

Ekana Innovation 2006 – 2009 www.ekana.fi

Who are we?

• Use both real people and company accounts in different

occasions

• Use company account for official stuff, announcements, feeds

and common sharing

• Activite participation of top executives and experts is essential

for extensive awareness, thought leadersship and top-of-mind

• People see when someone is trying to marketing BS them

Ekana Innovation 2006 – 2009 www.ekana.fi

You can’t stay out of social media

• Decision to ”not go there” is not viable

• If a company exists on the market, it exists on social media

• The question is whether you can affect and contribute for

more positivity and trust

• Trusted position within the ecosystem allows more forgiveness

in crisis situation

Ekana Innovation 2006 – 2009 www.ekana.fi

www.ekana.fi

ekana.wordpress.com

Thanks for having me!