RESISTANCEIS

Janne Saarikko@saarikko

FUTILEHow the profound changes in the business environment will force companies to re-invent their organization and ways of working

YOUR EMBA COMMUNITY

THIS MORNING

#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.

YOUR EMBA COMMUNITY

THIS MORNING

WHAT IS YOUR SOCIAL OBJECT?

ARE YOU A COMMUNITY?

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