2010 06-communication has changed

SOCIAL MEDIA
from hype to student recruitment insight

HERA
10.6.2010

MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

BACKGROUND

Lasse Leponiemi, Business Leader
Mediatalo Opiskelupaikka Oy
lasse.leponiemi@opiskelupaikka.fi
040 7711 123

IR Visual Works Oy
advisor of the boards

Web Analytics Association Finland
member of the national board

Teemu Halminen, Business development
Mediatalo Opiskelupaikka Oy
teemu.halminen@opiskelupaikka.fi
040 480 8080


REFERENCES


CHALLENGES

1. Own attitude
”Button theory”
my motivation to learn = how to find benefits

2. Organizational behaviour
Moving from closed organisation to sharing professional network
how we can serve our customers = competitive advatage

3. The new way
customer relationship is wider than before = community


QUESTIONS

1. How and why media usage has changed

2. SoCial media behaviour – why things are
happening?

3. How social media is used in student recruitment?


Communication has changed

”The wonder is beginning of wisdom.”
- Socrates


Society has changed
(like it always does)
• Modern society
– traditional ”good life”
• Zombie-categories
– ”nuclear family” close family relations
– ”life-long employers” career-thinking
– ”equal opportunities” same possibilities
• Postmodern society ”lifetime of studies”
– lifelong learning
– the increased amount of uncertainity


Network society

• everybody belongs to networkds
– natural networks: family, wokrplace…
– also parasocial networks: eg. connection to brands
and people we don’t even know (Solomon 2004,
100-101).
• Society where everything is based on stories (Rolf
Jensen 1999)
• We buy myths, relations and stories. Imago and
brand is coming more important (Gummesson 2005,
102).


Used internet in the past 3 months in the spring 2008, percentage of 16-74 –year
old based on age group and gender
(Tilastokeskus, Tieto- ja viestintätekniikan käyttö 2008)


Youth media usage


Net usage in a spotligt

83 % of 15-30
year old has
produced
content online
Passive 30 %

15/30 Research 2007


It doesn’t matter where you publish, it will end
up and consumed on the net anyways
Report on journalism trends in the USA in 2009,
Tanja Aitamurto, Helsingin Sanomain säätiö 2010


BROCHURES IN HARRY-POTTER-STYLE


YOUTUBE

• Youtube: Community ment for sharing ”In 1995 there were
225 shows across
videos, free for users and uploaders. Britain television
that delivered
Owned by Google. audience of more
than 15 million. By
• CASE: Britains Got Talent - Susan Boyle 2005 there were
none.”
Michael Grade, BBC
Chairman


New ground zero
WEB 2.0 – concept, not a technology
web 2.0 : easy to use
notice the social approach
collective intelligence
(eg. Wikipedia).


ONLY SERVICE IS MORE IMPORTANT
THAN CONTENT

• Users ask for meaning (for themselves)
Information Conversation
Stopping Involving
Disturbing Amusing
This is an add This is content

• Social media is a communication channel
1. cost efficient
2. fast
3. easy to use


WEB 3.0 / 4.0

”If there is more advertising and spam
we will end up blind and deaf”
mediafuturist Gerd Leonhard 2008

- individual and related to feelings
- filtered content stream


DEFINING SOCIAL MEDIA

Social media is an umbrella term for different online
services, in which people sharing same interests or commonn
goals meet ome another, express themselves and share emotions
(Katri Lietsala, 2008, 17-20)

Social use of internet and spending time together online can be
based on 1. sharing or producing information and content 2.
working towards common goal. (Weber, 2009, 97-112)

Use of Social media is very rarely a route to quick wins in
business. Any action based on community should expect long
starting phase. (Hintikka, 2008,10-18)


SOCIAL MEDIA ON A MAP


DIGITAL FOOTPRINT

• the way to communicate, share and contribute
together.

touchpoints

Users can be traced=
”digital footprint”

reactions

Systems are changing
all the time.
content


SOCIALMENTION.COM


http://upload.wikimedia.org/wikipedia/en/thumb/c/ce/
Influencer_Roles.jpg/680px-Influencer_Roles.jpg


PUBLICITY AND RESPONSIBILITY


ECHO CHAMBER

• Message copies itself
• Truth is not absolut, the phenomenon is


Case Esko Kiesi


When the article
was published?


WUPS! HOW TO DEAL WITH NEGATIVES

www.google.fi
www.lehtovaararavintola.fi/
http://www.cs.helsinki.fi/u/hxhietan/lehtovaara.html


INTERNET IN CONSUMPTION DECICIONS

• According to Statistics Finland 88% of Finnish
internet users is looking for something to buy
(Tilastokeskus 2008, Tieto- ja viestintätekniikan käyttö 2008, ONLINE
30.6.2009)


2010 06-communication has changed

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