RESISTANCEIS
Janne Saarikko@saarikko
FUTILEHow the profound changes in the business environment will force companies to re-invent their organization and ways of working
#RESTRUCT Internet. Social media.
Citizen journalism. Media 2.0.Company 2.0. Consumer 2.0.
Society 2.0. Politics 2.0. Climate change. Financial crisis.
Open. Globalization.Digitalization.
LET’S LOOK AT THECHANGES
AROUND US.
FOUR BIG ONES.
1 2 3 4
1234
1234
CEO
CTO CMO VP,Communications
CFO COO VP, R&D
People are spending too much time fighting against the other silos.
1234
CFOVP, R&DVP, HR
SalesCMO
Everyone should be an expert and a generalist at the same time.
1234 2014 2015 2016
Old school planning with 2-3 year perspective is waste of time.
1234 2014 2015 2016
Planning should focus in agility and rapid changes, reaching for the star.
Company
1234
Customer
Time of corporate gatekeepers is over already.
Company
Customer
1234
Customer
Partner
Subcontractor
Competitor
Community Y
Community X
Corporate walls are being breached, itʼs all about business ecosystems.
1234
Your country target market does not exist anymore!
1234
Global? Hyperlocal?
Your competition is either GLOBAL or HYPERLOCAL.
PEOPLE PERSPECTIVE.
PEOPLE ARE CHANGING.
WE TRUST PEOPLE MORE THAN BRANDS.WE RESEARCH BEFORE WE DECIDE.
WE RESENT PUSH ADVERTISING.WE SHARE OUR FEELINGS.
WE ARE ALL UNIQUE.WE WANT VALUE.
WE ALSO CREATE.AND WE COMMUNICATE.
THEN WE RATE AND REVIEW.WE LOVE THINGS THAT OUR FRIENDS LOVE.
BECAUSE WE SHARE A COMMON VIEW.BUT ONLY WITH OUR FRIENDS.
WITH. OUR. FRIENDS.
YOU ARE THE MEDIA!
PEOPLE ARE MORE INTERESTING THAN
STRUCTURES!
ANYONE CAN AND WILL PUBLISH CONTENT WITHOUT
CHANNEL RESTRICTIONS.BLOGS. VIDEOS. MOBILE. MESSENGERS.
ORGANIZATIONS NEED TO SERVE AND BRING VALUE
TO YOU AND ME.
ORGANIZATION PERSPECTIVE.
ORGANIZATIONS MUST CHANGE.
AGILE. AGILE.AGILE.
NO MORE SILOS OR DISCIPLINES.
FOCUS ON THE OUTSIDE.
MARKETING MUST CHANGE.
BROADCAST. GATEKEEPING.
SELLING MUST CHANGE.
PERMISSION TO SELL?
THERE IS ONLY BUSINESS.
CHANNELS DO NOT EXIST.
TRUSTED CONTENT IN POPULAR PLATFORMS.
HOW THEFUTURE WINNERSWILL SUCCEED?
BOTH CONSUMER OR ORGANIZATION.
THEY GO FROM PRODUCT-CENTRIC
TOWARDSCUSTOMER-DRIVEN
THEY CHANGE THE WAY THEY GO ABOUT DOING
THEIR BUSINESS.
Permission to sell
Awareness - Inbound Sales - Outbound
Category
Brand
OUTBOUND GOES MORE FOCUSED.
INBOUND MUST BE STRONGER.
THEY CHANGE THE CULTURE OF THEIR ORGANIZATION.
THEY CHANGE THE ORGANIZATION.
DIRECTORS MUST CHANGE
YESTERDAY.
B2B SALESPEOPLEWILL RULE OVER B2C MARKETERS
IN UNDERSTANDING.
CONTENT.PEOPLE.
CONNECTIONS.
BRINGING MEANINGFUL VALUE
IS THE WAY TO SUCCESS.
AND ALL THIS REALITY STARTED FROMSOCIAL MEDIA.
SOCIAL MEDIA DYNAMICS ARE BECOMING
EVERYTHING DYNAMICS.
AND ALL THIS IS RELATED TO DIGITALIZATION.
DEEPER LOOK INTO.CONTENT.PEOPLE.
CONNECTIONS.
INTRODUCING A NEW WAY TO THINK ABOUT
MARKETING.
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
ARE YOU...
"We have the best
product."
"We have a great solution
for you""what's
up?""We will deliver in
time."
PRODUCT DIVISIONS
CUSTOMER DIVISIONS AGILEPIPELINE&
PROCESS
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
CONTROL ENGAGEMENT PLATFORMSECRECY Content keywords
"We have the best
product."
"We have a great solution
for you""what's
up?""We will deliver in
time."
PRODUCT DIVISIONS
CUSTOMER DIVISIONS AGILEPIPELINE&
PROCESS
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
Every medium has its unique
content.
Social objects and communities around them
define content needs and schedules.
The public selects the topics and produces
the content.
Broad media palette defines
content and scheduling.
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
COMPANIES ARE EVOLVING FROM PROCESS CENTRIC TO CUSTOMER DRIVEN.
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
COMPANIES ARE EXPECTED TO PRODUCE MORE AND MORE CONTENT.
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
Produced by "the audience"
Produced by the company
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
LET'S FOCUS ON SOCIAL OBJECTS.WHAT MAKES THEM SO PRECIOUS FOR ALL
FUTURE STRATEGIES?
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, 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.
SOCIAL OBJECTS HELP COMPANIES TO...
DELIVER STORIES TO THEIR STAKEHOLDERS
2TELL STORIES
ABOUT THEIR MISSION
1
1SOCIAL OBJECTS HELP COMPANIES TOTELL STORIES ABOUT THEIR MISSION.
WHY?MISSION, VISION,
VALUES
HOW?PROCESSES,
COMPETENCES
WHAT?PRODUCTS,SERVICES
WHY?MISSION, VISION,
VALUES
HOW?PROCESSES,
COMPETENCES
WHAT?PRODUCTS,SERVICES
HOW DO WE TELL STORIES ABOUT THESE?
WHY?MISSION, VISION,
VALUES
HOW?PROCESSES,
COMPETENCES
WHAT?PRODUCTS,SERVICES
HOW DO WE TELL STORIES ABOUT THESE?
NEWS
CASES
IR
TESTIMONIALS
WHY?MISSION, VISION,
VALUES
HOW?PROCESSES,
COMPETENCES
WHAT?PRODUCTS,SERVICES
HOW DO WE MAKE OUR VALUES AND MISSIONTANGIBLE?
NEWS
CASES
IR
TESTIMONIALS
WHY?MISSION, VISION,
VALUES
HOW?PROCESSES,
COMPETENCES
WHAT?PRODUCTS,SERVICES
WE CAN TELL STORIES ABOUT...
SOCIAL OBJECT
SOCIAL OBJECT
SOCIAL OBJECT
NEWS
CASES
IR
TESTIMONIALS
HOW DO WE MAKE OUR VALUES AND MISSIONTANGIBLE?
2SOCIAL OBJECTS HELP COMPANIES
DELIVER STORIES TO THEIR STAKEHOLDERS.
AUDIENCE
IN THE OLD DAYS OF PRINTED MEDIA, DELIVERY WAS EASY.
COMPANY
COMPANY
AUDIENCE
HOW DOES THIS WORK IN THE DIGITAL AGE? ?
AUDIENCE
HOW DOES THIS WORK IN THE DIGITAL AGE?
SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT.
BUT THEY ONLY WORK IF PEOPLE FIND THE CONTENT RELEVANT.
AUDIENCE
HOW DOES THIS WORK IN THE DIGITAL AGE?
SOME BELIEVE DIGITAL CHANNELS DELIVER THE CONTENT.
SOCIAL OBJECT SOCIAL
OBJECT
SOCIAL OBJECT
SOCIAL OBJECT
SOCIAL OBJECT
THAT'S WHY WE NEED SOCIAL OBJECTS.
SOCIAL OBJECT SOCIAL
OBJECT
SOCIAL OBJECT
SOCIAL OBJECT
SOCIAL OBJECT
THAT'S WHY WE NEED SOCIAL OBJECTS.
CONTENT MUST BE PART OF PEOPLE'S SOCIAL OBJECTS.
SOCIAL OBJECT
ANATOMY OF A SOCIAL OBJECT
THEREFORE COMPANY CAN NOT OWN A SOCIAL OBJECT.
BUT IT CAN OWN A CERTAIN ROLE IN IT.
ROLE OF THE COMPANY
SOCIAL OBJECT IS OWNED BY
INDIVIDUALS.
SOCIAL OBJECTS MAKE COMPANY PART OF PEOPLES LIVES.
SOCIAL OBJECT SOCIAL
OBJECT
SOCIAL OBJECT
SOCIAL OBJECT
SOCIAL OBJECTWHY?HOW?WHAT?
21
SOCIAL OBJECT
SOCIAL OBJECT
DELIVER STORIES TO THEIR STAKEHOLDERS
TELL STORIESABOUT THEIR MISSION
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
Produced by "the audience"
Produced by the company
FRAGMENTED MEDIA
PALETTEPEOPLESOCIAL
OBJECTSUNIFIED MEDIA
PALETTE
PRODUCT CENTRIC
CUSTOMER CENTRIC
CUSTOMERDRIVEN
PROCESS CENTRIC
WHAT'S YOUR STRATEGY?
DIGITALIZATION MEANS LESSPLACELESSTIMELESSSIZELESS
RESOURCELESSSTRUCTURELESS
IDEASMAKE YOUR BUSINESS AGILE.AIM TO BE THE WORLD’S BEST.
RE-INVENT EVERYTHING.DO ONLY AUTOMATED OR CREATIVE.
BE BRAVE. ANYONE?
STILL AWAKE?LET’S TALK.
Facebook.com/ZeelandGroup
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