1. S OCIAL M EDIA Matti Helelä, Senior Lecturer Suvi Kalela, Senior Lecturer H AAGA -H ELIA University of Applied Sciences

2. 2 B RAND C O -C REATION (© 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

3. 3 S OCIAL M EDIA R EVOLUTION

4. 4 M ARKETING BEYOND C ONTROL  Fans, freaks, fakes and we others – marketing beyond control Alf Rehn

5. 5 C HATTER  “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)

6. 6 S OCIAL M EDIA  Process where individual and groups build mutual meanings through content, communities and web technologies. (Wikipedia)

7. 7 T ARDE AND W ORD OF M OUTH  Small is big (Alf Rehn)

8. 8 OK G O Embedding allowed (against the principles of EMI)

9. 9 S HOULD T HE C OMPANIES B E I NVOLVED ?  Fear of not being involved, when you should be  Fear of being involved with nonsense, if you are there (Alf Rehn)

10. 10 W HAT I S S OCIAL M EDIA G OOD FOR ?

11. 11 S OCIAL M EDIA  B RAND  “Social media can strengthen the brand if it is strong in the first place.” (Titus Arce 2010)

12. 12 W ORD OF M OUTH  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.)

13. 13 WOM VS VOM M ARKETING  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.)

14. 14 N ATURAL OR B OUGHT WOM  Natural WOM  Bought WOM  Based on compensation (Mikko Siukosaari / Drum Communications Inc.)

15. 15 N OT S O D IFFICULT  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.)

16. 16 D O T HIS  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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19. 19 I MPORTANT  In the past: Technology (steam engine / social media)  Cultural change  Now: Cultural change  Technology  Example: Artek is interested in people’s stories (Alf Rehn)

20. 20 E VERYONE H AS A W ORD  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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24. 24 R EVIEW S OCIETY  What do people write about your company and brand?  What does the community say about your company and brand? (Alf Rehn)

25. 25 M EANINGFUL W ORD OF M OUTH  They (the public) define us, we don’t define them (Alf Rehn)

26. 26 M ACHO M ARKETING  Technology rules  Macho garbage  The logic is “The biggest is the best”  winning, positioning, market share, penetration (Alf Rehn)

27. 27 F EMINIZATION OF S TRATEGY  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)

28. 28 F ROM M ANAGEMENT TO F ANAGEMENT  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)

29. 29 L ADY G A G A  Involve the fans in the creation of promotional material

30. 30 B AKED IN  Involving the fans in product/brand development (Alf Rehn)

31. 31 T RANSPARENCY  No censorship  Creates trust  The fans may respond and defend the company/brand: the fans are a resource (Alf Rehn)

32. 32 L IVE WITH THE F ANS  Engage  Equip  Exit (Alf Rehn)

33. Visit Finland as the Challenger Brand of Travel Marketing Jaakko Lehtonen Director General, Finnish Tourist Board 33

34. Cool Creative 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. T HE F OUR C S 34

35. S AMPLES OF P ROMOTIONAL C AMPAIGNS 35

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46. 46 E NGAGE  Weston Hotel  beds  Other hotel  fish bowls / aquariums  Small things matter (Alf Rehn)

47. 47 E QUIP  Give your fans the tools to create their stories (Alf Rehn)

48. 48 E XIT  Step out of the control  Be brave  Leave the communication where it happens anyway Don’t be afraid of what the fans are saying (Alf Rehn)

49. 49 L OVING THE F REAKS  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)

50. 50 M ULTICHANNEL W ORD OF M OUTH  Cultural change  Many channels  Fans’ channel  Anti fans’ channel  The channel is a medium of its own, with its own genuine culture (Alf Rehn)

51. 51 C HIEF C ULTURAL O FFICER  Marketing manager  Chief Cultural Officer (Alf Rehn)

52. 52 I MPORTANT  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)

53. 53 S ELF - 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)

54. 54 P ROSUMER  Consumer  Prosumer

55. 55 F ROM H OMO S APIENS TO H OMO C ONNECTUS (Teemu Arina)

56. 56 (Teemu Arina)

57. 57 F UTURE L EARNING  In interaction  Knowledge is not power  Sharing the knowledge is power (Teemu Arina)

58. 58 C OLLABORATIVE C O - CREATION (Teemu Arina)

59. 59 I NTERACTIVE V ALUE C REATION  Complex value creation is not possible without interaction (Esko Kilpi)  Products are discussions. (Teemu Arina)

60. 60 S OCIAL M EDIA (©2010 Matti Helelä) I have an idea Of the social media It’s collaboration For interactive value creation Sharing knowledge is power Instead of holding the tower Involve your fans To build your brand

61. 61 R EDES S OCIALES (©2010 Matti Helelä) En las redes sociales Las interacciones virtuales Son colaboración Para crear valor Información no es poder El compartirla lo es Activa a los fans a construir La marca para subir

62. 62 H OW TO E DUCATE F UTURE T EACHERS ?

63. C O - CREATE THE B RAND WITH Y OUR F ANS (© 2009 Matti Helelä) Target audience activation Is the main consideration Inspire the fans to live the brand Creating it with you hand in hand The brand is created in the customer’s mind Business is the right kind When you live the brand in everyday life And the brand is truthful in the customer’s eyes 63

64. 64 S OURCES  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.

65. 65 T HANK Y OU  Gracias  Danke  Kiitos