everything changes

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Everything Changes What’s the influce on marketing and communications? *again. Janne Saarikko, Zeeland Wednesday, September 28, 2011

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English translation of Janne Saarikko's presentation on Markkinointiviestinnän Viikko in Helsinki September 29th, 2011.

TRANSCRIPT

Page 1: Everything Changes

EverythingChanges

What’s the influce onmarketing and communications?

*again.Janne Saarikko, Zeeland

Wednesday, September 28, 2011

Page 2: Everything Changes

Social mediawill transform everything.

Wednesday, September 28, 2011

Page 3: Everything Changes

Does my provocation work? Itʼs ok not to continue any further.

Wednesday, September 28, 2011

Page 4: Everything Changes

Some

Social media hype is all over the place. Where does the expertise

come from?Wednesday, September 28, 2011

Page 5: Everything Changes

Some

PR agencies

Advertising agencies

Digital agencies Software vendors

Media companiesManagement consultants

Business coachesSocial Media consultants

What? Everyone is trying to claim their share from social media. Wednesday, September 28, 2011

Page 6: Everything Changes

Some

PR agencies

Advertising agencies

Digital agencies Software vendors

Media companiesManagement consultants

Business coachesSocial Media consultants

They are all trying to survive in the new transforming environment.

?Wednesday, September 28, 2011

Page 7: Everything Changes

What is it all about?

1 2 3 4

Wednesday, September 28, 2011

Page 8: Everything Changes

1234

Wednesday, September 28, 2011

Page 9: Everything Changes

1234

CEO

CTO CMO VP,Communications

CFO COO VP, R&D

People are spending too much time fighting against the other silos.Wednesday, September 28, 2011

Page 10: Everything Changes

1234

CFOVP, R&DVP, HR

SalesCMO

Everyone should be an expert and a generalist at the same time.Wednesday, September 28, 2011

Page 11: Everything Changes

1234 2011 2012 2013

Old school planning with 2-3 year perspective is waste of time.Wednesday, September 28, 2011

Page 12: Everything Changes

1234 2011 2012 2013

Planning should focus in agility and rapid changes, reaching for the star.Wednesday, September 28, 2011

Page 13: Everything Changes

Company

1234

Customer

Time of corporate gatekeepers is over already. Wednesday, September 28, 2011

Page 14: Everything Changes

Company

Customer

1234

Customer

Partner

Subcontractor

Competitor

Community Y

Community X

Corporate walls are being breached, itʼs all about business ecosystems.Wednesday, September 28, 2011

Page 15: Everything Changes

1234

Your country target market does not exist anymore!Wednesday, September 28, 2011

Page 16: Everything Changes

1234

Global? Hyperlocal?

Your competition is either GLOBAL or HYPERLOCAL.Wednesday, September 28, 2011

Page 17: Everything Changes

So, what about marketing and

comms?Wednesday, September 28, 2011

Page 18: Everything Changes

Find the rationale!

I like this!

Increased sales, go marketing!

My decision. ʻCause I know!

Measure for real!

Work together!

Old school marketing vs. new school marketing.Wednesday, September 28, 2011

Page 19: Everything Changes

Customer

Advertising agency

2001Customer

2009

AD PR DM DIGI

Wednesday, September 28, 2011

Page 20: Everything Changes

2011Customer

Marketing agency

AD PR DM DIGI

Wednesday, September 28, 2011

Page 21: Everything Changes

AD PR DM DIGI ? ?

2013Customer

Solution agency?

MarketingSalesBusiness developmentServices offering

Wednesday, September 28, 2011

Page 22: Everything Changes

AD PR DM DIGI ? ?

2015Customer

Solution agency?

MarketingSalesBusiness developmentServices offering

Wednesday, September 28, 2011

Page 23: Everything Changes

What should I do?

Wednesday, September 28, 2011

Page 24: Everything Changes

Try to break the silos.Become multifaceted.

Cross the organisational borders, you can.

Wednesday, September 28, 2011

Page 25: Everything Changes

Polish and communicate the vision. Do not plan too far

ahead. Plan often.Measure your vision.

Wednesday, September 28, 2011

Page 26: Everything Changes

Stop opening the gates.Break the walls and let the

business in!Wednesday, September 28, 2011

Page 27: Everything Changes

Compete against the worldʼs best.

Aim for the “best in our city” position.

Wednesday, September 28, 2011

Page 28: Everything Changes

Measure from a right distance.Work in teams.

Create value by sharing.

Find the rationale!

My decision.ʻCoz I know!

Wednesday, September 28, 2011

Page 29: Everything Changes

Cooperate with those who endeavor the

whole. Be brave with the

brave ones!Wednesday, September 28, 2011

Page 30: Everything Changes

@saarikko

Janne Saarikko

Twitter.com/ZeelandGroupFacebook.com/ZeelandGroup

(Big <3 for @miikkaleinonen for the illustrations)

Wednesday, September 28, 2011