Presentation at "Organizing for Social Media" workshop of Profcom project at Tekla.
The presentation was put together quickly based on the two presentations in Finnish three days earlier as I had to cover another presenter in the event quite unexpectedly.
2. TOMMI RISSANEN
Digital and Social Media Consultant at Digital Media
Finland
Past 7 years creating digital content related
development projects in Lappeenranta, Tampere and
Helsinki
Social media, emerging technologies and digital
ecosystems explorer
3. BUSINESS COMMUNICATION IN TRADITIONAL
BUSINESS ENVIRONMENT
Customer
Customer
Customer
Company has a message
Message is made perfect by
professionals
Customer Company Customer Message is transmitted to the
customers efficiently and
comprehensively
Customer Customer There are official processes for
Customer
handling reclamations
4. BUSINESS COMMUNICATION IN MODERN
BUSINESS ENVIRONMENT
Customer
Customer Customer
Company communicates openly
with its customers
Company provides its customers an
open communication platform
Customer Company Customer
Company follows the discussions
regarding it and its products in other
platforms and takes part in them Customer
Customer
Customer
5. SOCIAL MEDIA = COLLABOTRATION
PLATFORM
The next “revolution” in productivity improvement
is collaboration
Within companies
With customers
Between rivals
Throughout the value network
Social media is one tool among others in this
process
It has the economy of scale advantage
6. “
“ Text message of the Internet, 18
million active users
By far the best tool to distribute breaking
news and memes globally in real time
140 character message to all followers
@aplusk 4,5 miljoonaa, @BarakObama 3,3
miljoonaa, @nytimes 2,3 miljoonaa,
@MikaelJungner 2114, @rissanen 570 ...
7.
8.
9.
10.
11. “
“ The largest social media platform with 400 million
active users, 200 million of which daily
Is based on real names and real networks
Provides a plethora of tools for interaction
Companies utilize both as a channel of marketing and as a tool for
communication with customers (fans)
12.
13.
14.
15.
16.
17. “ “
If all you have is a hammer, everything looks like a nail
(Abraham Maslow)
22. “ A perfection of means and confusion of
aims, seems to be our main problem
“
(Albert Einstein)
23. TOMMI RISSANEN
+358401645364
TOMMI@RISSANEN.FI
@rissanen
Hinweis der Redaktion
Creating a “Counsultancy in the digital age”
- eating own medicine
- transparent, open
- giving away as much information as possible
- Company is in the middle
- Message = marketing
- Marketing agencies have honed their skills and tools to the finest in delivering the message through the customers’ guards
- The message is delivered through mass media, same message to all as efficiently as possible
Communication with the customers is kept to minimum with efficient processes
Change in business environment - too much noice in the mass media to really reach the customers efficiently and the customers are not passive receivers anymore
From official marketing & communications to transparent communication
- There will be discussions about the company and its product regardless of how active the company is in the social media - the best it can do is to provide an open platform for those discussions itself
- Companies should also be open and active on other platforms
-- JetBlue: 6 employees with a responsibility to discuss on social media regarding the company related issues
- Honesty will be rewarded and lies exposed
-- Lehtovaara: a restaurant got a very bad blog review, sued the writer (who was a lawyer) and made the issue HUGE - 5 years ago, still in google and nobody cares how it ended
Social media is the platform that enables the communication
asiakkaiden osallistaminen koko prosessiin
Honesty, disytribution, collaboration and transparency as values
Putting yourself in the line of fire - slides to slideshare
- Can I use them again?
-- If my competence is can be put in the slides, I should become a hairdresser instead of a consultant (if I had the competence for that)
- The meaning of tools and processes diminishes, substance competence and ability to combine thing becomes more important
- Knowledge grows old and disappears if it is not distributed - renews, grows and creates additional value if it is distributed openly
Not only social media, but all processes
- 1on1 discussions
- phone
- email
- meetings
The advantage of social media is that the message can be delivered efficiently from many to many and in the right context
- Power of recommendation
Addictiveness of social media for non-smokers too
- Twitter is the permanent example of how social media beats the “old media”
- Also other phenomena spread fast
-- English premier league: Umbro follow us in twitter
- In the beginning just “I’m here”, now more reliable and real time news
- seuraan arvostamiani henkilöitä ja saan heidän kauttaan suodatettuna minua
- For me a highly personalized news channel, tools like tweetdeck and feedera enable me to get the best out of my network
- Also a very potent tool for distributing a message or gain feedback if you have enough followers
Kevin Smith flying from San Francisco on Valentine’s day with southwes airlines, “the greyhound” of air travel
Had two seats, but changed flight and went on standby
Got a seat and went there
- He says himself that he is a fat man. Not Hugem but fat.
- Air hostess comes to him as he is putting the seatbelt and tells that the captain says he can’t stay there, because it is a security risk
- No other explanation
Put the armrests in place, no problem there and the passengers next to him were not complaining (only one hour flight)- not enough, was asked to leave the plane and did so
Tweeted immediately, has 1,6 million followers that potentially received the message immediately
Southwest is also active in twitter with over million followers
- replied to Kevin immediately and made an official explanation for him the next day
From bottom to top
@southwestair mention - got the message immediately
- Replied in 16 minutes with apologies
Synthesis in the “traditional media” on the next day
- Importance of real time processes
- By acting so fast Southwest Airlines was able to deal with the service error gone berserk
- Transparency and active presence in the social media pays off
-- If TR would have been treated likewise, no big deal, but you never know
- The customers wield a big power
Most important driver in social media
Changed the Internet into personal media and increased the credibility of it
Combines personal and professional networks
55 minutes a day!!!
Activity is the key
Also a productive business
Growth continues
50%!!!
Fanpages combine people and their communities and interests
Social media company from Tampere
- two languages, personalized fanpage
Buying fans: If they get 50.000 fans they will give a a3 to one of the fans
- Facebook has made Audi change the rules a bit - the lottery can not be based solely on becoming the fan of the product
Twitter and Facebook are tools - which are not as important as realizing how the existing competitive advantage can be utilized better
- Different tools for different needs
www.dicole.com/radar
The leading social media agency
Utilizes social media in internal processes
- yammer
- internal and public blogs
- google docs
- skype
- Original material from three sources
- automatic editing
- A real person controls what goes through
- Distribution to Dicole radar and to twitter and facebook
- Minimal work, maximal distribution
One of the leading PR-personalities, very early in social media
- Utilizes own brand to advance his company, The Futureworks
- Author and active blogger, very strong online presence
A radio and tv journalist that went to the internet quite early
- The most popular weekly podcast “this week in tech”
- Highly profitable, a self-grown network
Commercials personal
- 164 k twitter followers, 23k fb fans, hundreds of thousands podcast listeners
- Free content - pays himself only from donations
There are sertvices for everything
- If they are not useful or make life better in some other way, they will be forgotten
if we only concentrate in the tools and means and never stop to think about our objectives and aims, we never reach our goal