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SOCIAL MEDIA
Matti Helelä, Senior Lecturer
Suvi Kalela, Senior Lecturer
HAAGA-HELIA University of Applied Sciences
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
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SOCIAL MEDIA REVOLUTION
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MARKETING BEYOND CONTROL
 Fans, freaks, fakes and we others – marketing beyond
control
(Alf Rehn 2010)
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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)
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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)
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SOCIAL NETWORK
 A Web-based community designed to promote
interaction, discussion, and sharing of content among
its users.
 Facebook, MySpace, etc.
(Giannini, G. 2009)
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TARDE AND WORD OF MOUTH
 Small is big
(Alf Rehn 2010)
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OK GO
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Embedding allowed (against the principles of EMI)
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)
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WHAT
IS
SOCIAL
MEDIA
GOOD
FOR?
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SOCIAL MEDIA  BRAND
 “Social media can strengthen the brand if it is strong in
the first place.”
(Titus Arce 2010)
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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.)
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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.)
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NATURAL OR BOUGHT WOM
 Natural WOM
 Bought WOM
 Based on compensation
(Mikko Siukosaari 2010 / Drum Communications Inc.)
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WHAT DOES THE CUSTOMER WANT?
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To be heard
Interaction
High-quality information
Transparency and confidence
Express their own opinion about products and services
offered
(Nieto Churruca and Rouhiainen 2010, 138)
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NOT SO DIFFICULT
 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 2010/ Drum Communications Inc.)
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DO THIS
 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
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(Mikko Siukosaari 2010 / Drum Communications Inc.)
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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)
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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)
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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)
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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)
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CHANGES IN CONTACTING
(1) Bought media
 The role of paid information search channels is growing
(2) Company’s own media
 Integration of customer-relationship and mass marketing
(3) Partner media
 Co-branding
 Sharing communities
(4) 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)
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REVIEW SOCIETY
 What do people write about your company and brand?
 What does the community say about your company and
brand?
(Alf Rehn)
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MEANINGFUL WORD OF MOUTH
 They (the public) define us, we don’t define them
(Alf Rehn)
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MACHO MARKETING
 Technology rules
 Macho garbage
 The logic is “The biggest is the best”
 winning, positioning, market share, penetration
(Alf Rehn)
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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
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(Alf Rehn)
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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)
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LADY GAGA
 Involve the fans in the creation of promotional material
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BAKED IN
 Involving the fans in product/brand development
(Alf Rehn)
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TRANSPARENCY
 No censorship
 Creates trust
 The fans may respond and defend the
company/brand: the fans are a resource
(Alf Rehn)
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LIVE WITH THE FANS
 Engage
 Equip
 Exit
(Alf Rehn)
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Visit Finland as the Challenger Brand of Travel
Marketing
Jaakko Lehtonen
Director General, Finnish Tourist Board
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THE FOUR CS
Creative
Technologically,
academically and culturally
attractive; architecture and
design; with a touch of
creative madness
Contrasting
Credible
Cool
Seasons, east/west,
Efficient
Nice, happening,
cold/warm, midnight
infrastructure,
trendy, and refreshingly crisp .
sun/winter darkness,
services, safety and
sauna/ice swimming .
security, and
technology.
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SAMPLES OF PROMOTIONAL CAMPAIGNS
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FINLAND
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ENGAGE
 Weston Hotel  beds
 Other hotel  fish bowls / aquariums
 Small things matter
(Alf Rehn)
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EQUIP
 Give your fans the tools to create their stories
(Alf Rehn)
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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)
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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)
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MULTICHANNEL WORD OF MOUTH
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Cultural change  Many channels
Fans’ channel
Anti fans’ channel
The channel is a medium of its own, with its own
genuine culture
(Alf Rehn)
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CHIEF CULTURAL OFFICER
 Marketing manager  Chief Cultural Officer
(Alf Rehn)
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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)
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SELF-SEGMENTATION
 Customers segment themselves into communities,
based on
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Common characteristics
Passions
Interests
Needs
 Listen direct insights, product development
guidance, shortcomings
 Participate in brand and other conversations
(Nick Wreden)
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PROSUMER
 Consumer  Prosumer
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FROM HOMO SAPIENS TO HOMO
CONNECTUS
(Teemu Arina)
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(Teemu Arina)
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FUTURE LEARNING
 In interaction
 Knowledge is not power
 Sharing the knowledge is power
(Teemu Arina)
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COLLABORATIVE CO-CREATION
(Teemu Arina)
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INTERACTIVE VALUE CREATION
 Complex value creation is not
possible without interaction
(Esko Kilpi)
 Products are discussions.
(Teemu Arina)
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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
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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
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Social Business Plan in Seven Phases
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Listen
Identify the audience
Select channels
Define objectives
Prepare contents
Participate
Analyse the results
(Global Marketing Strategies 2011)
= Where are we?
}
} = Where to go?
}
] = How to get there?
]
= How to improve?
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Participate
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Listen
Converse
Create value
Motivate
Create community
(Global Marketing Strategies 2011)
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HOW TO EDUCATE FUTURE TEACHERS?
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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
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SOURCES
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Arina, Teemu 2010. tarina.blogging.fi.
Giannini, T. 2009. Marketing Public Relations. A Marketer’s Approach to Public Relations and Social Media. Pearson
Education, Inc. Upper Saddle River, N.J.
Global Marketing Strategies 2011. La Web de Empresa. http://www.webempresa20.com
Halme Jani 2010. 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 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.
Nieto Churruca, Ana and Rouhiainen Lasse. La Web de Empresa 2.0. Guía práctica para atraer visitas y conseguir clientes.
Glogal Marketing Strategies, Madrid.
Rehn, Alf 2010. www.alfrehn.com.
Siukosaari, Mikko 2010 / Drum Communications Inc.
Teinilä Tuomas. Service 2020. Slide show.
Wreden, Nick 2009. The Promise of “Self-segmentation”. http://www.strategy-business.com/article/00004?gko=1d7b1.
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THANK YOU
 Gracias
 Danke
 Kiitos
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