1.
SOCIAL MEDIA SUCCESS
Startup Sauna In Kenya
Richard von Kaufmann // 8 May 2014

2.
Who’s talking?
2013

3.
Zipipop Freud — The Influence Agency
Zipipop Freud combines
social media &
communications to create
influence and solve business
challenges in today’s world.

4.
What did Peter
Vesterbacka teach me?

5.
“Attitude is everything!”
“A press release is not marketing.”
Peter Vesterbacka

6.
Attitude is everything!

7.
YOU CAN’T AFFORD TO BE SHY

8.
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/

9.
It’s all about
changing perceptions
in people’s minds

10.
CHANGING PERCEPTIONS
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.

11.
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.
The right content
CHANGING PERCEPTIONS

12.
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.
The right place
The right content
CHANGING PERCEPTIONS

13.
The right time
“People don't read ads. They read what interests them,
and sometimes it is an ad .” -Howard Gossage.
The right place
The right content
CHANGING PERCEPTIONS

14.
How to create
influence in today’s
world?

15.
Latent
(people search internet
for needs/desires;
asking questions in
social media)
Reactive
(reacting –
particularly in social
media)
Proactive
(campaigns, press
releases, etc.)
ZIPIPOP FREUD’S TIME-BASED MARKETING MODEL

16.
Proactive
Scheduled campaigns

17.
Latent
Engagement time
unknown

18.
“SEARCH ENGINE COMMUNICATION”
Timo Nurmi 2013
Latent

19.
Reactive
Responding
in the moment

20.
Let’s step back in time
for a moment…

21.
ONE TO MANY – BROADCASTING
CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg

22.
MANY TO MANY – SOCIAL

23.
DON’T SHOUT AT ME
CC: http://www.flickr.com/photos/spereira/3567328982
CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204

24.
TALK TO ME
CC License: http://www.flickr.com/photos/gudmunda

25.
A new approach is
needed

26.
TRADITIONAL MEDIA MIX
Advertising Marketing PR

27.
THE NEW MEDIA MIX
Proactive Latent Reactive

28.
REACTIVE WILL GROW
Proactive Latent Reactive

29.
ITS NOT ABOUT CHANNELS…YET

30.
Without content there
is no social media

31.
WHAT IS SOCIAL MEDIA?
Sharing, discussing, and interacting around
content in social networks.
Richard von Kaufmann 2013

32.
CONTENT MARKETING
relevant, useful, entertaining

33.
SEO (findable)
Valuable Content
social media (sharable)
COTENT NEEDS BE TO FOUND EASILY
Provide ammunition for fans to promote you

34.
“VALUABLE” CONTENT AT WORK
share to a wall
shared on company
wall (240 likes)
share to own wall
(450 friends)
3 likes
(with more than 1,500
friends)
Shared to their own wall
(300 friends)
2 likes and 1 share
(with a total of more than
1,000 friends)
15 likes
A total of nearly
27,000 people were
reached

35.
The process of finding out what kind of content is
valuable to your community can take a long time.
GROWING YOUR COMMUNITY

36.
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.
Entertaining
(useful & funny
content related to
your industry)
Daily Diary
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
Strategic
(content that is
designed to get
people to take
action on specific
goals and build
thought leadership)
1 4 1

37.
DAILY DIARY
Daily Diary
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
1

38.
ENTERTAINING / USEFUL
Entertaining
(useful & funny
content related to
your industry)
4

39.
STRATEGIC
Strategic
(content that is
designed to get
people to take
action on specific
goals and build
thought leadership)
1

40.
CONTENT
Interesting relevant content that is easy to find and share

41.
LINKING BACK TO LANDING SITES
F-Secure event landing page for the Mobile World Congress.
http://mwc.f-secure.com/

42.
ONE THING
Direct focus onto 1 (max 3) things you
can genuinely claim to provide at a
world class / national level.

43.
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

44.
Plan – Do – Review – Repeat (what works)

45.
How to define the
strategic content

46.
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

47.
WHAT IS ATTITUDE?
The easiest way we can express our values is to
demonstrate:
• What are we for?
• What are we against?

48.
ATTITUDE = VALUES IN ACTION
Rami Saarela 2013

49.
Do the actual perceptions
= intended impression?
+Values Actions
= Attitude
Target
X
Agendas
Impressions
Perceptions

50.
Values Actions
= Attitude
Target
X
Perceptions
Agendas
Perception is everything
The image of the company lies only in the minds of the target groups.

51.
Aligning values and attitude (values in
action) generates the desired perceptions
• +Values Actions
= Attitude
Target
X
Agendas
Perceptions

52.
Are your values
aligned?

53.
Put the answers to the following
questions into practice:
?

54.
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.

55.
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.

56.
Target groups
Whose important to your organization?
Who has the purchase decision making power?
Who influences the purchase decisions?

57.
Focus / Agendas
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?

58.
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.

59.
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.

60.
Perception
What perception(s) do you wish to
enhance or change in the minds of
your target groups.

61.
Use the
Zipipop Freud Grids

62.
FOCUS NEEDED
Available
resources
Available
resources
Everything you would like to promote

63.
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.
Entertaining
(useful & funny
content related to
your industry)
Daily Diary
(interesting things
the company has
been up to: new
product launches,
recruits, etc)
Strategic
(content that is
designed to get
people to take
action on specific
goals and build
thought leadership)
1 4 1

64.
INFLUENCE GRID
resellers help in sales buddy
For:Agile and friendly
Against: Inflexibility
great selling support
end-users
easy to use
reliable
hi-tech
supportive
colleague
For: proud of their
work
Against: careless work
will help me be top
of the top
Perception
to enhance
Who is
important
What’s
important to
them
Type of
relationship Attitude

65.
STRATEGIC CONTENT GRID FILLING
Perceptions
Who is
important
Channels Posts Slideshow Videos
Info-
graphics
White-
papers
Facts
Competiti
ons
Testimoni
als
Friendly
selling
support
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
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
Whole
process
experts
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
“live” slide deck of
facts: calculations,
ROI, customer
process
oldest machines +
stories
users say why in
posts / old machine
stories
Will help me
be top of the
top
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)
Leading and
growing
global
company

66.
KPI GRID
PERCEPTION 1PERCEPTION 1PERCEPTION 1
STRATEGY
(high level)
TACTICAL
(mid level
REACH
(low level)
STRATEGIC
(perception changes, awareness
increase, etc)
Research reports: outsourced
surveys, focus groups, online surveys, etc
every 6-12 months
PERCEPTION SPECIFIC CONTENT
(as defined in the Content Strategy)
Specific posts: Likes, Shares,
Comments, Retweets, Favorites, etc
daily but with
formal quarterly
review session
CHANNEL
(Facebook, LinkedIn, Blog, etc)
General Channel Metrics:
Followers, Page Likes (Fans), “Talking
about this” (engagement), Buzz, Share of
Voice, Sentiment, Channels, Influencers,
etc
daily but with
formal quarterly
review session

67.
The power of stories

68.
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
http://www.sxc.hu/photo/103262
Innocent’s clear and likable
story allowed them to grow
rapidly and be bought by Coke

69.
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

70.
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.

71.
PUT THE CUSTOMER CENTRAL STAGE
• Stop talking about me, I, us, we…
— put you customer in the centre
of the story and encourage them
to create content

72.
LOGIC vs EMOTION
“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 yours probably won't.”
Seth Godin

73.
http://sethgodin.typepad.com

74.
BE A PURPLE COW
• 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

75.
TAP INTO CONCERNS / EMOTIONS

76.
http://en.wikipedia.org/wiki/Zappos.com

77.
You have to react
faster

78.
CATCHING THE SOCIAL WAVES
http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx
The social media team needs to be ready to react quickly to catch the social
media-powered publicity waves.

79.
IMPROVISATION — reacting in the moment to
amplify the positive and reduce the negative

80.
F-SECURE RIDING THE NSA WAVE

81.
REACTING MATRIX

82.
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

83.
SOCIAL MEDIA TEAM
Spread and speed up the workload by involving experts from different departments —
authentic knowledgable employees can be your best advocates
Marketing
HR
Customer service
Communications
R&D
Management
Sales Team members should be enthusiastic and
comfortable with using social media

84.
PLAN – DO – REVIEW

85.
THE IMPORTANCE OF
A KEY MARKETING PERSON
You need someone who has the time and is
passionate about hustling and continuous promoting
the brand and engaging with the communities.

86.
MARKETING BALANCE
great
idea
awesome
development
team
If you have a great marketing person you also need to have a great
development team who can react fast enough to the exposure.

87.
Shadow Election
case study

88.
Debate:
• Rate candidate text answers
Shadow Election 2010

89.
Debate:
• Rate candidate videos

90.
Vote for your candidate

91.
How did we do this?
• In one day
unique visits
when up by
over 5,000

92.
INFLUENCERS
• Connect with
influential people

93.
Likes and comments in Pekka Haavisto’s campaign page

94.
Exposure reach of up to 30% Finnish Facebook users

95.
LINKING KEYWORDS
• Vaalikone 2012
• Reality Creating Media
• Zipipop

96.
Cross-linking

97.
Shadow Election 2012

98.
Shadow Election USA

99.
Shadow Election
Now over 120,000 Facebook fans across national pages

100.
Keeping eyes open
Find genuine connections to influencers
or hub sites.

101.
1 week: 8,000+ Fans 60%+ engagement

102.
facebook.com/zipipop linkedin.com/company/zipipop
slideshare.net/zipipop sosiaalinenmedia.com
Richard von Kaufmann
Co-founder & Partner
Head of Social Media & Collaboration
Tel. +358 45 11 222 73
Email: richard@zipipopfreud.fi
www.zipipopfreud.fi

103.
What is good content?

104.
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.

105.
INFORMATION
DESIGN

106.
INFORMATION
DESIGN
INTRESTINGNESS
INTEGRITY
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy

107.
INTRESTINGNESS
INTEGRITY
INFORMATION
DESIGN
FORM
FUNCTION
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
Beauty
Structure
Appearance

108.
INTRESTINGNESS
INTEGRITY
FORM
FUNCTION
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
Beauty
Structure
Appearance
INFORMATION
DESIGN
Successful
content
design

109.
INTRESTINGNESS
INTEGRITY FUNCTION
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
INFORMATION
DESIGN
Ugly
FORM

110.
INTRESTINGNESS
INTEGRITY FUNCTION
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
INFORMATION
DESIGN
Boring
FORM
Beauty
Structure
Appearance

111.
INTRESTINGNESS
INTEGRITY FUNCTION
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
INFORMATION
DESIGN
Successful
content
design
Boring
Ugly
RubbishUseless
FORM
Beauty
Structure
Appearance

112.
INTRESTINGNESS
INTEGRITY FUNCTION
Relevant
Meaningful
New
Truth
Consistency
Honesty
Accuracy
Easiness
Usefulness
Usability
Fit
INFORMATION
DESIGN
Successful
content
design
Boring
Ugly
RubbishUseless
Experiment
Sketch
Proof of Concept
Eye-candy
FORM
Beauty
Structure
Appearance