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. 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
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
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. SOCIAL OBJECTS HELP COMPANIES TO...
1
2
TELL STORIES
ABOUT THEIR MISSION
DELIVER STORIES TO
THEIR STAKEHOLDERS
18. HOW DO WE TELL
STORIES ABOUT THESE?
WHAT? HOW?
PRODUCTS,
SERVICES
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES
19. HOW DO WE TELL
STORIES ABOUT THESE?
WHAT? HOW?
PRODUCTS,
SERVICES
CASES
NEWS
IR
TESTIMONIALS
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES
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. 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
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.
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