everything changes
DESCRIPTION
English translation of Janne Saarikko's presentation on Markkinointiviestinnän Viikko in Helsinki September 29th, 2011.TRANSCRIPT
EverythingChanges
What’s the influce onmarketing and communications?
*again.Janne Saarikko, Zeeland
Wednesday, September 28, 2011
Social mediawill transform everything.
Wednesday, September 28, 2011
Does my provocation work? Itʼs ok not to continue any further.
Wednesday, September 28, 2011
Some
Social media hype is all over the place. Where does the expertise
come from?Wednesday, September 28, 2011
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
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
What is it all about?
1 2 3 4
Wednesday, September 28, 2011
1234
Wednesday, September 28, 2011
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
1234
CFOVP, R&DVP, HR
SalesCMO
Everyone should be an expert and a generalist at the same time.Wednesday, September 28, 2011
1234 2011 2012 2013
Old school planning with 2-3 year perspective is waste of time.Wednesday, September 28, 2011
1234 2011 2012 2013
Planning should focus in agility and rapid changes, reaching for the star.Wednesday, September 28, 2011
Company
1234
Customer
Time of corporate gatekeepers is over already. Wednesday, September 28, 2011
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
1234
Your country target market does not exist anymore!Wednesday, September 28, 2011
1234
Global? Hyperlocal?
Your competition is either GLOBAL or HYPERLOCAL.Wednesday, September 28, 2011
So, what about marketing and
comms?Wednesday, September 28, 2011
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
Customer
Advertising agency
2001Customer
2009
AD PR DM DIGI
Wednesday, September 28, 2011
2011Customer
Marketing agency
AD PR DM DIGI
Wednesday, September 28, 2011
AD PR DM DIGI ? ?
2013Customer
Solution agency?
MarketingSalesBusiness developmentServices offering
Wednesday, September 28, 2011
AD PR DM DIGI ? ?
2015Customer
Solution agency?
MarketingSalesBusiness developmentServices offering
Wednesday, September 28, 2011
What should I do?
Wednesday, September 28, 2011
Try to break the silos.Become multifaceted.
Cross the organisational borders, you can.
Wednesday, September 28, 2011
Polish and communicate the vision. Do not plan too far
ahead. Plan often.Measure your vision.
Wednesday, September 28, 2011
Stop opening the gates.Break the walls and let the
business in!Wednesday, September 28, 2011
Compete against the worldʼs best.
Aim for the “best in our city” position.
Wednesday, September 28, 2011
Measure from a right distance.Work in teams.
Create value by sharing.
Find the rationale!
My decision.ʻCoz I know!
Wednesday, September 28, 2011
Cooperate with those who endeavor the
whole. Be brave with the
brave ones!Wednesday, September 28, 2011
@saarikko
Janne Saarikko
Twitter.com/ZeelandGroupFacebook.com/ZeelandGroup
(Big <3 for @miikkaleinonen for the illustrations)
Wednesday, September 28, 2011