My presentation for Google Adwords Academy Finland Summer 2014 class

1. RESISTANCEIS
Janne Saarikko
@saarikko
FUTILEHow the profound changes in the business environment will force companies to re-invent their organization and ways of working

2. #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.

3. LET’S LOOK AT THE
CHANGES
AROUND US.

4. FOUR BIG ONES.
1 2 3 4

5. 1
2
3
4

6. 1
2
3
4
CEO
CTO CMO VP,
Com
muni
catio
ns
CFO COO VP,
R&D
People are spending too much time fighting against the other silos.

7. 1
2
3
4
CFO
VP, R&DVP, HR
SalesCMO
Everyone should be an expert and a generalist at the same time.

8. 1
2
3
4 2014 2015 2016
Old school planning with 2-3 year perspective is waste of time.

9. 1
2
3
4 2014 2015 2016
Planning should focus in agility and rapid changes, reaching for the star.

10. Company
1
2
3
4
Customer
Time of corporate gatekeepers is over already.

11. Company
Customer
1
2
3
4
Customer
Partner
Subcontractor
Competitor
Community Y
Community X
Corporate walls are being breached, itʼs all about business ecosystems.

12. 1
2
3
4
Your country target market does not exist anymore!

13. 1
2
3
4
Global? Hyperlocal?
Your competition is either GLOBAL or HYPERLOCAL.

14. PEOPLE PERSPECTIVE.
PEOPLE ARE CHANGING.

15. 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.

16. 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.

17. YOU ARE THE MEDIA!
PEOPLE ARE MORE
INTERESTING THAN
STRUCTURES!

18. ANYONE CAN AND WILL
PUBLISH CONTENT WITHOUT
CHANNEL RESTRICTIONS.
BLOGS. VIDEOS. MOBILE. MESSENGERS.

19. ORGANIZATIONS NEED TO
SERVE AND BRING VALUE
TO YOU AND ME.

20. ORGANIZATION
PERSPECTIVE.

21. ORGANIZATIONS MUST
CHANGE.
AGILE. AGILE.AGILE.

22. NO MORE SILOS OR
DISCIPLINES.
FOCUS ON THE OUTSIDE.

23. MARKETING MUST CHANGE.
BROADCAST. GATEKEEPING.

24. SELLING MUST CHANGE.
PERMISSION TO SELL?

25. THERE IS ONLY BUSINESS.

26. CHANNELS DO NOT EXIST.
TRUSTED CONTENT IN
POPULAR PLATFORMS.

27. HOW THE
FUTURE WINNERS
WILL SUCCEED?
BOTH CONSUMER OR ORGANIZATION.

28. THEY GO FROM
PRODUCT-CENTRIC
TOWARDS
CUSTOMER-DRIVEN

29. THEY CHANGE THE WAY
THEY GO ABOUT DOING
THEIR BUSINESS.

30. Permissi
on to
sell
Awareness - Inbound Sales - Outbound
Category
Brand

31. OUTBOUND GOES MORE
FOCUSED.

32. INBOUND MUST BE
STRONGER.

33. THEY CHANGE THE CULTURE
OF THEIR ORGANIZATION.

34. THEY CHANGE THE
ORGANIZATION.

35. DIRECTORS
MUST CHANGE
YESTERDAY.

36. B2B SALESPEOPLE
WILL RULE OVER
B2C MARKETERS
IN UNDERSTANDING.

37. CONTENT.
PEOPLE.
CONNECTIONS.

38. BRINGING MEANINGFUL
VALUE
IS THE WAY TO SUCCESS.

39. AND ALL THIS REALITY
STARTED FROM
SOCIAL MEDIA.

40. SOCIAL MEDIA DYNAMICS
ARE BECOMING
EVERYTHING DYNAMICS.

41. AND ALL THIS IS RELATED
TO DIGITALIZATION.

42. DEEPER LOOK INTO.
CONTENT.
PEOPLE.
CONNECTIONS.

43. INTRODUCING A NEW WAY
TO THINK ABOUT
MARKETING.

44. PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
ARE YOU...

45. "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
CUSTOMER
DRIVEN
PROCESS
CENTRIC

46. 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
CUSTOMER
DRIVEN
PROCESS
CENTRIC

47. FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
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
CUSTOMER
DRIVEN
PROCESS
CENTRIC

48. COMPANIES ARE EVOLVING FROM
PROCESS CENTRIC TO CUSTOMER DRIVEN.
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE

49. PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
COMPANIES ARE EXPECTED TO PRODUCE
MORE AND MORE CONTENT.

50. FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
Produced by
"the audience"
Produced by
the company

51. FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
LET'S FOCUS ON SOCIAL OBJECTS.
WHAT MAKES THEM SO PRECIOUS FOR ALL
FUTURE STRATEGIES?

52. WHAT ARE
SOCIAL OBJECTS?

53. SOCIAL OBJECTS:
Objects around which communities form.

54. 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.

55. SOCIAL OBJECTS HELP COMPANIES TO...
DELIVER STORIES TO
THEIR STAKEHOLDERS
2
TELL STORIES
ABOUT THEIR MISSION
1

56. 1
SOCIAL OBJECTS HELP COMPANIES TO
TELL STORIES ABOUT THEIR MISSION.

57. WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES

58. WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
HOW DO WE TELL
STORIES ABOUT THESE?

59. WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
HOW DO WE TELL
STORIES ABOUT THESE?
NEWS
CASES
IR
TESTIMONIALS

60. WHY?
MISSION, VISION,
VALUES
HOW?
PROCESSES,
COMPETENCES
WHAT?
PRODUCTS,
SERVICES
HOW DO WE MAKE OUR
VALUES AND MISSION
TANGIBLE?
NEWS
CASES
IR
TESTIMONIALS

61. 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 MISSION
TANGIBLE?

62. 2
SOCIAL OBJECTS HELP COMPANIES
DELIVER STORIES TO THEIR STAKEHOLDERS.

63. AUDIENCE
IN THE OLD DAYS OF
PRINTED MEDIA,
DELIVERY WAS EASY.
COMPANY

64. COMPANY
AUDIENCE
HOW DOES
THIS WORK IN
THE DIGITAL AGE?
?

65. AUDIENCE
HOW DOES
THIS WORK IN
THE DIGITAL AGE?
SOME BELIEVE
DIGITAL CHANNELS
DELIVER THE
CONTENT.

66. 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.

67. SOCIAL
OBJECT SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
THAT'S WHY WE
NEED SOCIAL
OBJECTS.

68. 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.

69. 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.

70. SOCIAL
OBJECT SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECTWHY?HOW?WHAT?
21
SOCIAL
OBJECT
SOCIAL
OBJECT
DELIVER STORIES TO
THEIR STAKEHOLDERS
TELL STORIES
ABOUT THEIR MISSION

71. FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
Produced by
"the audience"
Produced by
the company

72. FRAGMENTED
MEDIA
PALETTE
PEOPLESOCIAL
OBJECTS
UNIFIED
MEDIA
PALETTE
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN
PROCESS
CENTRIC
WHAT'S YOUR STRATEGY?

73. DIGITALIZATION MEANS LESS
PLACELESS
TIMELESS
SIZELESS
RESOURCELESS
STRUCTURELESS

74. IDEAS
MAKE YOUR BUSINESS AGILE.
AIM TO BE THE WORLD’S BEST.
RE-INVENT EVERYTHING.
DO ONLY AUTOMATED OR CREATIVE.
BE BRAVE. ANYONE?

75. STILL AWAKE?
LET’S TALK.

76. Facebook.com/ZeelandGroup