1. SOCIAL MEDIA & BUSINESS
Aalto University Workshop
4 hours // 25 February 2014

2. Who’s talking?
2013

4. Zipipop Freud — The Influence Agency
Zipipop Freud combines
social media &
communications to create
influence and solve business
challenges in today’s world.

5. WHAT IS SOCIAL MEDIA?
Sharing, discussing, and interacting around
content in social networks.
Richard von Kaufmann 2013

6. AGENDA
Social media business benefits overview – 15 min
Zipipop Freud’s Time-based Marketing Model – 30 min
Attitude as content filter and communications gatekeeper – 15 min
The Influence Grid intro – 10 min
Content Strategy Grid intro – 10 min
Discussion – 10 min
Coffee break – 20 min
Influence Grid filling demo with guest client – 20 min
Content Strategy Grid filling demo with guest client – 20 min
Student groups fill out their own Influence and Content Strategy Grids for their own personal projects – 20 min
Groups talk through thinking behind one of their target groups in the Influence Grid (6 groups x 5 min) – 30 min
Discussion – 10 min

7. Here are 10 of many
social media benefits for
business

8. 1) Improve brand visibility
Social media channels are marketing channels.
Entertaining, useful and relevant content can be shared virally.
An old American insurance
company has over 338,000
Facebook fans

9. 2) Improve customer support
Social media provides new ways to engage with customers.
Go to where your customers already are in social media.
Dell has a social media
listening command
centre
Best Buy empowered 100s of
employees to provide direct
customer support via Twitter

10. Valio’s customer support
Valio gains direct and valuable customer
feedback in its Facebook Pages.

11. 3) Avoid Dell Hell
Negative discussions can quickly escalate
out of control.
Being responsive in social media to
criticism can help rebuild and often
reinforce relationships.
In 2005 Dell was one of the first to get their
fingers burnt by a high profile blogger recording
a bad customer service call.

12. 4) Influence the conversation
Organizations no longer have complete
control of the message.
Open conversations are going in social
media.
By using social media monitoring
organizations can respond quickly and
guide the conversations in their favour.
http://www.hudsonhorizons.com/pub/images/

13. 5) Improve collaboration
Find out about each other.
Form teams, communities or informal
groups.
Work together on the same work
objects.
Discuss and comment on work.
Gartner, October 2009
Zipipop designed and deployed a
social media-based
collaboration environment of
TEM’s OSKE community

14. OSKE’s outcome statements:
• Greater information sharing and
awareness building
• Cluster board meetings are far
more productive and innovative as
they can be prepared with online
communicating in Yammer and
Google documents.
• Face-to-face meetings among
community members have been
reduced significantly; this means
savings in time, money and
natural resources.
• The governance of the community
is much more easier than before;
OSKE Secretariat can contact over
200 people without any heavy
email sending, etc.
• Clusters and project participants
have been able to easily adapt the
platform for their individual
projects.

15. 6) Improve learning & innovation
Learn from others' expertise.
Facilitating social interaction by helping
people to strengthen personal relationships,
develop trust and accelerate business
processes.
Accessing relevant knowledge and expertise
that can be used to formulate a plan of
action when decisions need to be made.
Gartner, October 2009
Zipipop helped Valio develop a
customer community platform
to get better insights into
customer needs and wants

16. 7) Improve competitiveness
C M O
ost of
issed
ROI is important, but it is also important to ask:
What is the cost of not doing it?
pportunities

17. 8) Improve your story telling
More than ever companies need a compelling story to
stand out from the crowd.
• Why you are remarkable
• What you stand for
• Who you are
• What are your goals
• What you are doing
Innocent’s clear and likable
story allowed them to grow
rapidly and be bought by Coke.

18. 9) Enhance recruitment strategy
Potential employees research your
company in social media: LinkedIn,
Facebook, YouTube, etc.
They will make judgements about
your company values, and how
nice it would be to work there.
Tikkurila had over 70,000
views in just 2 days for this
150 year celebration video
staring its staff

19. 10) Improve your business strategy
The social media strategy should only be created
to support the overall business strategy.
Social media can be a catalyst to break down silos
and encourage an improved flow of information
cross an organization.
Intel set up a Social Media Center of Excellence
and has enabled them to better connect local &
global information.
It has an active presence in Twitter, YouTube and
LinkedIn. And many internal collaboration
spaces, e.g.: Intelpedia (internal wikipedia),
internal blogs, internal micro blogging tools, and
an internal social network.

20. Where does Zipipop Freud fit?

21. client’s quality product / service

22. Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

23. Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

24. “It’s not a campaign – it’s the
start of a relationship” Jeremiah Owyang, Altimeter Group
Marketing (initial awareness:
press, TV, digital, etc)
Social conversations
(influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

25. Community Fans (users promoting in social media)
Marketing (initial awareness:
press, TV, digital, etc)
Social conversations
(influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service

26. General client process overview
Recommend rollout order (depending on organizational level of social media maturity)
Social media strategy and its implementation
Benchmarking best
practices / competitors
Social media strategy
workshop
Empowering
Community Manager &
Social Media Team to
coordinating activity
across departments
Initial team training
Initial social media
strategy: channel
selection, content plan,
and thematic schedule
Organizing social media
monitoring processes
Channel selection and detailed training
LinkedIn
Facebook
Twitter
YouTube
Wikipedia
Blogs
SlideShare
etc

27. Let’s step back a bit

28. ONE TO MANY – BROADCASTING
CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg

29. MANY TO MANY – SOCIAL

30. DON’T SHOUT AT ME
CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
CC: http://www.flickr.com/photos/spereira/3567328982

31. TALK TO ME
CC License: http://www.flickr.com/photos/gudmunda

32. Zipipop Freud
Time-based Marketing Model

33. Proactive
Latent
Reactive
(campaigns, press
releases, etc.)
(people search internet
for needs/desires;
asking questions in
social media)
(reacting –
particularly in social
media)

34. Proactive
Scheduled campaigns

35. Latent
Engagement time
unknown

36. “SEARCH ENGINE COMMUNICATION”
Timo Nurmi 2013
Latent

37. Reactive
Responding
in the moment

38. A new approach is needed

39. TRADITIONAL MEDIA MIX
Advertising
Marketing
PR

40. THE NEW MEDIA MIX
Proactive
Latent
Reactive

41. ITS NOT ABOUT CHANNELS…YET

42. Holy Grail of Marketing

43. Holy Grail of Marketing
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.

44. Holy Grail of Marketing
The right time
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.

45. Holy Grail of Marketing
The right place
The right time
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.

46. Holy Grail of Marketing
The right content
The right place
The right time
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.

47. Without content there is not
social media

48. WHAT IS SOCIAL MEDIA?
Sharing, discussing, and interacting around
content in social networks.
Richard von Kaufmann 2013

49. CONTENT MARKETING
relevant, useful, entertaining

50. “Content Marketing”
relevant, useful, entertaining
Valuable Content
social media (sharable)
SEO (findable)

51. “VALUABLE” CONTENT AT WORK
share to a wall
shared on company
wall (240 likes)
share to own wall
(450 friends)
Shared to their own wall
(300 friends)
2 likes and 1 share
(with a total of more than
1,000 friends)
15 likes
3 likes
(with more than 1,500
friends)
A total of nearly
27,000 people were
reached

52. Growing your community
The process of finding out what kind of content is
valuable to your community can take a long time.

53. YOU CAN’T AFFORD TO BE SHY

54. FOCUS NEEDED
Available
resources
Everything you would like to promote
Available
resources

55. GOALS
• What are you trying to achieve?
• What resources do you have?
• How will you know you are being
successful?
http://www.flickr.com/photos/barretthall/4039775568/

56. CONTENT PLAN
Some things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to
try and create specific content too far ahead.
Daily Diary
Strategic
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
Entertaining
(useful & funny
content related to
your industry)
(content that is
designed to get
people to take
action on specific
goals and build
thought leadership)
1
4
1

57. DAILY DIARY
Daily Diary
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
1

58. ENTERTAINING / USEFUL
Entertaining
(useful & funny
content related to
your industry)
4

59. STRATEGIC
Strategic
(content that is
designed to get
people to take
action on specific
goals and build
thought leadership)
1

60. CONTENT
Interesting relevant content that is easy to find and share

61. Basecamp
LINKING BACK TO LANDING PAGE
The aim of of all social
media activity is influence
decisions, or take action.
Landing page
Give people reasons to
link back to your content
and site.
By cross-linking between
social media services you
increase exposure and
improve search results.

62. LANDING SITES
F-Secure event landing page for the Mobile World Congress.
http://mwc.f-secure.com/

63. ONE THING
Direct focus onto 1 (max 3) things you
can genuinely claim to provide at a
world class / national level.

64. EXPERIMENTING
Innocent Drinks Communities Manager:
•
Learning as we go, and willingness to
admit to cock ups.
•
Experimenting with ideas and find what
the right mix of content is.
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100

65. Plan – Do – Review – Repeat (what works)

66. How do I define the
strategic content?

67. ATTITUDE
Brands that do particularly well in social media have a consistent “attitude”.
• Filter for deciding on content
• Gatekeeper for ensuring consistent tone-of-voice across many channels

68. WHAT IS ATTITUDE?
The easiest way we can express our values is to
demonstrate:
• What are we for?
• What are we against?

69. ATTITUDE = VALUES IN ACTION
Rami Saarela 2013

73. Attitude = Values in action
Focus points
+
Actions
=
Attitude
Agendas
Values
intended
Impressions
Actions in this case means social media activity.
Agendas are define by the concerns of the target group.
The attitude guides people how to communicate when
“influencing” social media discussions.
Target
X

74. Do the actual perceptions
= intended impression?
+
Actions
=
Attitude
Agendas
Values
Impressions
Perceptions
Target
X

75. Perception is everything
+
Actions
=
Attitude
Agendas
Values
Perceptions
The image of the company lies only in the minds of the target groups.
Target
X

76. Aligning values and attitude (values in
action) generates the desired perceptions
+
=
Perceptions
Actions
Attitude
Agendas
Values
Target
X

77. Lack of alignment = confusion
Nonintended
Values
Unaligned
Actions
Unaligned
Attitude
Values
Actions
Attitude
Agendas
Wrong Pe
rce
ptions
Target
If the actions don’t reflect the values then the customer perceptions will be confused.

78. Are your values aligned?

79. Put the answers to the following
questions into practice:
?

80. Values
What are they and can you be sure all
the employees believe, or can be
made to believe, in them?
Must not just be nice words.

81. Best in the world
What parts of your business can you
justifiably claim are delivered at the
highest global/national standards.
Overall marketing should be focused
on these aspects.

82. Target groups
Whose important to your organization?
Who has the purchase decision making power?
Who influences the purchase decisions?

83. Focus
Listen to your target groups and ask questions to find out:
What’s important to them?
What do they need to help them choose your brand?

84. Type of relationship
How should your employees talk with the target
groups?
This is related to tone-of-voice, but is more about
the nature of the relationship they should have;
e.g. friend, buddy, teacher, guru
The persona is based on the values, but
“tweaked” appropriately for different contexts.

85. Attitude
Remember: Attitude = Values in action
The easiest way we can express our values is to
demonstrate:
• What are we for?
• What are we against?
So our communication actions should reflect these
points of view.

86. Perception
What perception(s) do you wish to
enhance or change in the minds of
your target groups.
This is a mix of influencing their
purchase decisions by using impactfull attitude based on verifiable
values.

87. The Zipipop Freud Grids

88. INFLUENCE GRID
Who is
important
What’s
important to
them
Type of
relationship
Attitude
resellers
help in sales
buddy
For: Agile and friendly
Against: Inflexibility
end-users
easy to use
reliable
hi-tech
supportive
colleague
For: proud of their
work
Against: careless work
Perception
to enhance
great selling support
will help me be top
of the top

89. STRATEGIC CONTENT GRID FILLING
Perceptions
Friendly
selling
support
Whole
process
experts
Will help me
be top of the
top
Leading and
growing
global
company
Who is
important
Channels
Videos
Posts
Slideshow
resellers
portal (live chat)
YouTube
LinkedIn?
Slideshare
Blog
series of posts
various reliable
points /
“live” slidedeck to
show kSP; expert
presentations
(“Live” deck
showing expert in
the whole
process ); deck
about competitors
old machine
stories / video
about SuperSnake,
etc
production
managers
LinkedIn,
Facebook,
YouTube,
Sldieshare
series of posts
various reliable
points / financial
benefits in the
long-run
“Live” deck
showing expert in
the whole process
high-speed videos
of welding arc in
different
processes; old
machine stories
end-users
Facebook,
YouTube
series of posts
various reliable
points / financial
benefits in the
long-run;; posts
about building
bikes, etc;
welders doing fun
but highly skillful;
(building nice bike)
Infographics
Whitepapers
Facts
Competiti Testimoni
ons
als
x technologies
(based on white
paper), x stats
globally
Our experts: x
extra strength
steels, x
technologies, x in
extreme
conditions
specific material
providing evidence
oldest machines +
stories
users say why in
posts / old machine
stories
“live” slide deck of
facts: calculations,
ROI, customer
process
oldest machines +
stories
users say why in
posts / old machine
stories

90. KPI GRID
PERCEPTION 1
STRATEGY
(high level)
STRATEGIC
(perception changes, awareness
increase, etc)
TACTICAL
(mid level
PERCEPTION SPECIFIC CONTENT
(as defined in the Content Strategy)
REACH
(low level)
CHANNEL
(Facebook, LinkedIn, Blog, etc)
Research reports: outsourced
surveys, focus groups, online surveys, etc
Specific posts: Likes, Shares,
Comments, Retweets, Favorites, etc
General Channel Metrics:
Followers, Page Likes (Fans), “Talking
about this” (engagement), Buzz, Share of
Voice, Sentiment, Channels, Influencers,
etc
every 6-12 months
daily but with
formal quarterly
review session
daily but with
formal quarterly
review session

91. What is good content?

92. What is good content?
People only use the Internet for two reasons: to solve a problem or to be
entertained. Online content must do one or both to be successful.
You should share content that are
useful, entertaining and relevant to
the recipient.

93. INFORMATION
DESIGN

94. INTRESTINGNESS
INFORMATION
Relevant
Meaningful
New
INTERGRITY
Truth
Consistency
Honesty
Accuracy
DESIGN

95. INTRESTINGNESS
INFORMATION
Relevant
Meaningful
New
INTERGRITY
FUNCTION
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
FORM
Beauty
Structure
Appearance
DESIGN

96. Relevant
Meaningful
New
INFORMATION
Truth
Consistency
Honesty
Accuracy
INTERGRITY
INTRESTINGNESS
Successful
content
design
FUNCTION
Easiness
Usefulness
Usability
Fit
FORM
Beauty
Structure
Appearance
DESIGN

97. Relevant
Meaningful
New
INFORMATION
INTRESTINGNESS
Ugly
Truth
Consistency
Honesty
Accuracy
INTERGRITY
FUNCTION
Easiness
Usefulness
Usability
Fit
FORM
DESIGN

98. Relevant
Meaningful
New
INFORMATION
Truth
Consistency
Honesty
Accuracy
INTRESTINGNESS
INTERGRITY
FUNCTION
Easiness
Usefulness
Usability
Fit
Boring
FORM
Beauty
Structure
Appearance
DESIGN

99. Relevant
Meaningful
New
INTRESTINGNESS
INFORMATION
Ugly
Truth
Consistency
Honesty
Accuracy
INTERGRITY
Useless
Successful
content
design
Rubbish
FUNCTION
Easiness
Usefulness
Usability
Fit
Boring
FORM
Beauty
Structure
Appearance
DESIGN

100. Relevant
Meaningful
New
INTRESTINGNESS
INFORMATION
Proof of Concept
Truth
Consistency
Honesty
Accuracy
INTERGRITY
Useless
Eye-candy
Ugly
Successful
content
design
Boring
Experiment
Rubbish
FUNCTION
Easiness
Usefulness
Usability
Fit
Sketch
FORM
Beauty
Structure
Appearance
DESIGN

101. The power of stories

102. Story Telling
• Narrative is a fundamental way we
make sense of the world.
• More than ever organizations need
a compelling story to stand out
from the crowd.
• Social media channel for telling
your story
Innocent’s clear and likable
story allowed them to grow
rapidly and be bought by Coke
http://www.sxc.hu/photo/103262

103. Telling your story
Through the social media channels
communicate:
• Why you are remarkable
• What you stand for
• Who you are
• What are your goals
• What’s happening now

104. Micro stories
• Each piece of content is a micro story
that builds into a larger narrative.
• It doesn’t have to be a story with a
beginning, middle, and end.
• A good image tells a story.
• Create stories where your product saves
the day and restores balance.

105. Talk about you
• Stop talking about me, I, us, we…
— put you customer in the centre
of the story and talk about you.
• Mix in user-generated /
community content

106. Logic vs Story
“People are moved by stories and
drama and hints and clues and
discovery.
Logic is a battering ram, one that
might work if your case is
overwhelming. Wal-Mart won by logic
(cheap!), but you probably won't.”
Seth Godin

108. http://sethgodin.typepad.com

109. Be a purple cow
To get noticed you need to:
•
Be a “purple cow”*, i.e. be remarkable and stand out
•
The cornerstone of this is providing a remarkably good
product or services
•
Find interesting, authentic stories behind your team,
brand, product or company
* http://www.fastcompany.com/magazine/67/purplecow.html

110. TAP INTO CONCERNS / EMOTIONS

111. http://en.wikipedia.org/wiki/Zappos.com

112. How can I react fast enough?

113. CATCHING THE SOCIAL WAVES
http://www.mesurf.com.au/technique_beginner_greenwave.aspx
http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpg
The social media team needs to be ready to react quickly to catch the social
media-powered publicity waves.

114. IMPROVISATION — reacting in the moment to
amplify the positive and reduce the negative

115. F-SECURE RIDING THE NSA WAVE

116. REACTING MATRIX

117. WHAT IS A COMMUNITY MANAGER?
A Community Manager guides
communities towards smooth
and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

118. SOCIAL MEDIA TEAM
Spread and speed up the workload by involving experts from different departments —
authentic knowledgable employees can be your best advocates
Marketing
Sales
Customer service
Communications
Management
Team members should be enthusiastic and
comfortable with using social media
R&D
HR

119. BEYOND MARKETING
“Companies with broader benefits from social
media are more likely to have a large internal
‘social circle’ with multiple functions working
closely together on social media.”
TCS Report Mastering Digital Feedback with Social Media October 2013

120. SOCIAL MEDIA CENTRE OF
EXCELLENCE
Customer
Care
RULES
Marketing
& Coms
GUIDANCE
DISTRIBUTION
SUPPORT
HR / R&D

121. Some final thoughts

122. MORE YOU PUT IN,
MORE YOU GET OUT
“The best consumer companies at social media on
an average spend double of what the worst
companies do; but the leaders are nearly four
times more likely to get a positive return on their
social media investment.”
TCS Report Mastering Digital Feedback with Social Media October 2013

123. EXPERIMENTING
Innocent Drinks Communities Manager:
•
Learning as we go, and willingness to
admit to cock ups.
•
Experimenting with ideas and find what
the right mix of content is.
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100

124. PLAN – DO – REVIEW

125. Richard von Kaufmann
Co-founder & Partner
Head of Social Media & Collaboration
Tel. +358 45 11 222 73
Email: richard@zipipopfreud.fi
www.zipipopfreud.fi
facebook.com/zipipop
linkedin.com/company/zipipop
slideshare.net/zipipop
sosiaalinenmedia.com