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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&
PROCESS

PRODUCT
DIVISIONS

CUSTOMER
DIVISIONS

AGILE

PROCESS
CENTRIC

PRODUCT
CENTRIC

CUSTOMER
CENTRIC

CUSTOMER
DRIVEN
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
Content keywords

SECRECY

CONTROL

ENGAGEMENT

PLATFORM

FOUR DIFFERENT
CONTENT STRATEGIES...
PROCESS
CENTRIC

PRODUCT
CENTRIC

CUSTOMER
CENTRIC

CUSTOMER
DRIVEN
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
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
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
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
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?
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...

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, VISION,
COMPETENCES
VALUES
HOW DO WE MAKE OUR
VALUES AND MISSION
TANGIBLE?
WHAT? HOW?
PRODUCTS,
SERVICES

CASES
NEWS

IR

TESTIMONIALS

WHY?

PROCESSES, MISSION, VISION,
COMPETENCES
VALUES
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
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
DELIVER THE
CONTENT.
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.
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.
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.
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
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
FRAGMENTED
MEDIA
PALETTE

UNIFIED
MEDIA
PALETTE

SOCIAL
OBJECTS

PEOPLE

WHAT'S YOUR STRATEGY?
PROCESS
CENTRIC

PRODUCT
CENTRIC

CUSTOMER
CENTRIC

CUSTOMER
DRIVEN
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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