1. SOCIAL MEDIA Matti Helelä, Senior Lecturer
Suvi Kalela, Senior Lecturer
HAAGA-HELIA University of Applied Sciences

2. 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

3. SOCIAL MEDIA REVOLUTION

4. MARKETING BEYOND CONTROL
Fans, freaks, fakes and we others – marketing beyond control
(Alf Rehn 2010)

5. 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)

6. SOCIAL MEDIA
Electronic media where participants can produce, publish, control, critique, rank, and interact with oneline content.
Social networks, blogs, micro-blogs, video sharing, bookmarking applications, wikis, forums, opinion sites.
(Giannini, G. 2009)

7. SOCIAL NETWORK
A Web-based community designed to promote interaction, discussion, and sharing of content among its users.
Facebook, MySpace, etc.
(Giannini, G. 2009)

8. TARDE AND WORD OF MOUTH
Small is big
(Alf Rehn 2010)

9. OK GO
Embedding allowed (against the principles of EMI)

10. 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 2010)

11. WHAT IS SOCIAL MEDIA GOOD FOR?

12. SOCIAL MEDIA  BRAND
“Social media can strengthen the brand if it is strong in the first place.”
(Titus Arce 2010)

13. 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 2010 / Drum Communications Inc.)

14. 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 2010 / Drum Communications Inc.)

15. NATURAL OR BOUGHT WOM Natural WOM Bought WOM Based on compensation
(Mikko Siukosaari 2010 / Drum Communications Inc.)

16. NOT SO DIFFICULT Do more than you promise Be honest Be bold
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 2010/ Drum Communications Inc.)

17. DO THIS Ask for help Ask for opinions Participate in the discussion
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 2010 / Drum Communications Inc.)

20. 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 2010)

21. 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 2010)

22. SOCIAL MEDIA AFFECTS HOW PEOPLE BEHAVE
(1) People feel responsible for giving each other information about the pros and cons of services
They expect company response to their ideas and feedback
(2) Nothing remains secret
The slightest doubt is checked and the information spreads
(Tuomas Teinilä 2010)

23. SOCIAL MEDIA AFFECTS HOW PEOPLE BEHAVE
(3) Social media is the CRM of service companies
Social media follow-up, response and genuine communication with people is marketing to existing and potential customers
Using social media in product development and measuring its success
(4) Anything social must be open
(Tuomas Teinilä 2010)

24. CHANGES IN CONTACTING Bought media Company’s own media Partner media
The role of paid information search channels is growing
Company’s own media
Integration of customer-relationship and mass marketing
Partner media
Co-branding
Sharing communities
Earned media
Content produced by consumers and experts
Like a thermometer, not an advertising channel  listening to and learning from the consumer (crowd sourcing)
(Jani Halme 2010)

28. REVIEW SOCIETY What do people write about your company and brand?
What does the community say about your company and brand?
(Alf Rehn)

29. MEANINGFUL WORD OF MOUTH
They (the public) define us, we don’t define them
(Alf Rehn)

30. MACHO MARKETING Technology rules Macho garbage
The logic is “The biggest is the best”
winning, positioning, market share, penetration
(Alf Rehn)

31. FEMINIZATION OF STRATEGY
Caring (as opposed to controlling)
Understanding the customers’ wishes and desires
Aiming at partnership
Allowing
Softer strategy
Example:
EMI wanted to control the content
 OK Go had a softer, caring approach
(Alf Rehn)

32. 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)

33. LADY GAGA
Involve the fans in the creation of promotional material

34. BAKED IN
Involving the fans in product/brand development
(Alf Rehn)

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

36. LIVE WITH THE FANS
Engage
Equip
Exit
(Alf Rehn)

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

38. THE FOUR CS Creative Contrasting Cool 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.

39. SAMPLES OF PROMOTIONAL CAMPAIGNS

42. FINLAND

50. ENGAGE Weston Hotel  beds Other hotel  fish bowls / aquariums
Small things matter
(Alf Rehn)

51. EQUIP
Give your fans the tools to create their stories
(Alf Rehn)

52. EXIT 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)

53. 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)

54. 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)

55. CHIEF CULTURAL OFFICER
Marketing manager  Chief Cultural Officer
(Alf Rehn)

56. 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)

57. 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)

58. PROSUMER
Consumer  Prosumer

59. FROM HOMO SAPIENS TO HOMO CONNECTUS
(Teemu Arina)

60. (Teemu Arina)

61. FUTURE LEARNING In interaction Knowledge is not power
Sharing the knowledge is power
(Teemu Arina)

62. COLLABORATIVE CO-CREATION
(Teemu Arina)

63. INTERACTIVE VALUE CREATION
Complex value creation is not possible without interaction
(Esko Kilpi)
Products are discussions.
(Teemu Arina)

64. SOCIAL MEDIA (©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

65. REDES SOCIALES (©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

66. HOW TO EDUCATE FUTURE TEACHERS?

67. CO-CREATE THE BRAND WITH YOUR FANS (© 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

68. SOURCES Arina, Teemu 2010. tarina.blogging.fi.
Giannini, T Marketing Public Relations. A Marketer’s Approach to Public Relations and Social Media. Pearson Education, Inc. Upper Saddle River, N.J.
Halme Jani Kuinka kuokuttaa ja ylittää tehokkkaasti rajoja sosiaalisessa mediassa? Slide show at the Tehosekotin digital marketing seminar organised by ASML, the Finnish Direct Marketing Association, 21 September 2010.
Helelä ,Matti Senior Lecturer. Haaga-Helia University of Applied Sciences.
Kalela, Suvi Senior Lecturer. Haaga-Helia University of Applied Sciences.
Kauhanen, Tuula Senior Lecturer. Haaga-Helia University of Applied Sciences.
MarketingSherpa Social Media Marketing Benchmark Survey, Nov
Rehn, Alf
Siukosaari, Mikko 2010 / Drum Communications Inc.
Teinilä Tuomas. Service Slide show.
Wreden, Nick The Promise of “Self-segmentation”.

69. THANK YOU
Gracias
Danke
Kiitos