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SOCIAL MEDIA
Matti Helelä, Senior LecturerSuvi Kalela, Senior Lecturer
HAAGA-HELIA University of Applied Sciences
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BRAND CO-CREATION (© 2009 Matti Helelä)
Think about co-creating the brand With stakeholders hand in hand Redefining the organization's mission Based on a new realistic vision
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MARKETING BEYOND CONTROL
Fans, freaks, fakes and we others – marketing beyond control
Alf Rehn
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CHATTER
“There is no manager more powerful than consumption, nor, as a result, any factor more powerful – albeit indirect – in production than the chatter of individuals in their idle hours.”
Gabriel Tarde (1843–1904)
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SOCIAL MEDIA
Process where individual and groups build mutual meanings through content, communities and web technologies.
(Wikipedia)
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TARDE AND WORD OF MOUTH
Small is big
(Alf Rehn)
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OK GO
Embedding allowed (against the principles of EMI)
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SHOULD THE COMPANIES BE INVOLVED?
Fear of not being involved, when you should be Fear of being involved with nonsense, if you are
there
(Alf Rehn)
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WHAT IS SOCIAL MEDIA GOOD FOR?
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SOCIAL MEDIA BRAND
“Social media can strengthen the brand if it is strong in the first place.”
(Titus Arce 2010)
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WORD OF MOUTH
Average person: 114 discussions daily Opinion leaders: 155 discussions
15% of discussions include commercial topics 60% of all adults regularly share their opinions
about products and services with friends and family
(Mikko Siukosaari / Drum Communications Inc.)
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WOM VS VOM MARKETING
Word of Mouth = Customers or potential customers discussing (about the brand) face to face, over the phone or on the Internet
WOM marketing = systematic influence on WOM
(Mikko Siukosaari / Drum Communications Inc.)
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NATURAL OR BOUGHT WOM
Natural WOM
Bought WOM Based on compensation
(Mikko Siukosaari / Drum Communications Inc.)
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NOT SO DIFFICULT
Do more than you promise Start by promising less
Be honest Don’t insist, don’t explain, and, above all, don’t lie
(even a bit) Be bold
Do something unusual, even once a year
(Mikko Siukosaari / Drum Communications Inc.)
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DO THIS
Ask for help People will help you for free
Ask for opinions People will explain for free
Participate in the discussion Reply when asked Participate when they talk Clarify where, who and what
(Mikko Siukosaari / Drum Communications Inc.)
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IMPORTANT
In the past: Technology (steam engine / social media) Cultural change
Now: Cultural change Technology
Example: Artek is interested in people’s stories
(Alf Rehn)
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EVERYONE HAS A WORD
Every consumer is a critic (“This is how I was treated”)
The company can no longer control its marketing communications
Involve people Stories Atmosphere of caring
(Alf Rehn)
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REVIEW SOCIETY
What do people write about your company and brand?
What does the community say about your company and brand?
(Alf Rehn)
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MEANINGFUL WORD OF MOUTH
They (the public) define us, we don’t define them
(Alf Rehn)
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MACHO MARKETING
Technology rules Macho garbage The logic is “The biggest is the best”
winning, positioning, market share, penetration
(Alf Rehn)
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FEMINIZATION OF STRATEGY
Caring (as opposed to controlling) Understanding the customers’ wishes and
desires Aiming at partnership Allowing Softer strategy Example:
IMA wanted to control the content OK Go had a softer, caring approach(Alf Rehn)
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FROM MANAGEMENT TO FANAGEMENT
Make it easy to be a fan People want to be fans Give the fans the tools to be a fan
The fan becomes meaningful to your brand
(Alf Rehn)
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BAKED IN
Involving the fans in product/brand development
(Alf Rehn)
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TRANSPARENCY
No censorship Creates trust The fans may respond and defend the company/brand: the fans are a resource
(Alf Rehn)
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LIVE WITH THE FANS
Engage Equip Exit
(Alf Rehn)
Visit Finland as the Challenger Brand of Travel Marketing
Jaakko LehtonenDirector General, Finnish Tourist Board
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CoolCreative Contrasting Credible
Technologically,
academically and culturally
attractive; architecture and
design; with a touch of
creative madness
Nice, happening,
trendy, and refreshingly crisp .Seasons, east/west,
cold/warm, midnight
sun/winter darkness,
sauna/ice swimming .
Efficient
infrastructure,
services, safety and
security, and
technology.
THE FOUR CS
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SAMPLES OF PROMOTIONAL CAMPAIGNS
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FINLAND38
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40
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ENGAGE
Weston Hotel beds Other hotel fish bowls / aquariums Small things matter
(Alf Rehn)
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EQUIP
Give your fans the tools to create their stories
(Alf Rehn)
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EXIT
Step out of the control Be brave
Leave the communication where it happens anywayDon’t be afraid of what the fans are saying
(Alf Rehn)
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LOVING THE FREAKS
Fan book in Facebook? Creating a page for anti fans?
The chance to hate the company Who hates and who defends the company?
Should the fans create the fan book? Involve the freaks
(Alf Rehn)
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MULTICHANNEL WORD OF MOUTH
Cultural change Many channels Fans’ channel Anti fans’ channel The channel is a medium of its own, with its own
genuine culture
(Alf Rehn)
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CHIEF CULTURAL OFFICER
Marketing manager Chief Cultural Officer
(Alf Rehn)
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IMPORTANT
The time of control is over Create a new world Involve (Lady GaGa) Feminize your strategy
These are the keys to success.
Enable the communication Make it possible to be a fan
(Alf Rehn)
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SELF-SEGMENTATION
Customers segment themselves into communities, based on Common characteristics Passions Interests Needs
Listen direct insights, product development guidance, shortcomings
Participate in brand and other conversations
(Nick Wreden)
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PROSUMER
Consumer Prosumer
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FROM HOMO SAPIENS TO HOMO CONNECTUS
(Teemu Arina)
56(Teemu Arina)
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FUTURE LEARNING
In interaction Knowledge is not power Sharing the knowledge is power
(Teemu Arina)
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COLLABORATIVE CO-CREATION
(Teemu Arina)
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INTERACTIVE VALUE CREATION
Complex value creation is not possible without interaction(Esko Kilpi)
Products are discussions.
(Teemu Arina)
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SOCIAL MEDIA (©2010 Matti Helelä)
I have an ideaOf the social mediaIt’s collaborationFor interactive value creation
Sharing knowledge is powerInstead of holding the towerInvolve your fansTo build your brand
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REDES SOCIALES (©2010 Matti Helelä)
En las redes socialesLas interacciones virtualesSon colaboraciónPara crear valor
Información no es poderEl compartirla lo esActiva a los fans a construirLa marca para subir
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HOW TO EDUCATE FUTURE TEACHERS?
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CO-CREATE THE BRAND WITH YOUR FANS(© 2009 Matti Helelä)
Target audience activationIs the main considerationInspire the fans to live the brandCreating it with you hand in hand The brand is created in the customer’s mindBusiness is the right kindWhen you live the brand in everyday lifeAnd the brand is truthful in the customer’s eyes
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SOURCES
Arina, Teemu 2010. tarina.blogging.fi. Helelä ,Matti 2010. Senior Lecturer. Haaga-Helia University of Applied
Sciences. Kalela, Suvi 2010. Senior Lecturer. Haaga-Helia University of Applied
Sciences. Kauhanen, Tuula 2009. Senior Lecturer. Haaga-Helia University of Applied
Sciences. MarketingSherpa 2010. Social Media Marketing Benchmark Survey, Nov.
2009. Rehn, Alf 2010. www.alfrehn.com. Siukosaari, Mikko 2010 / Drum Communications Inc. Wreden, Nick 2009. The Promise of “Self-segmentation”.
http://www.strategy-business.com/article/00004?gko=1d7b1.
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THANK YOU
Gracias Danke Kiitos
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