3. Has your organization worked
with social media initiatives
within the last year?
Source: socialsemantic.eu
4. Central coordination and
targeted planning
Sporadic initiatives
and no clear planning
We are testing
A couple of employees are
testing without a clear
deadline
Other
Source: socialsemantic.eu
12. Non-professionals
create products
North West: North East:
Mass- The Eye of the
customization Perfect Storm
Physical Digital
economy Economy
South West: South East:
Traditional Digital Professional
economy services
Only professionals
create products
15. • Purchase of flight tickets,
hotel bookings etc.
= • Customization of trip
• Find the cheapest trip
• Trip advice
16. Non-professionals
create products
Customization of Trip advice
trip
Physical Digital
economy Economy
Purchase of flight
Price comparison
tickets, hotel
(Find the cheapest
bookings etc.
trip)
Only professionals
create products
18. Non-professionals
create products
• Is there a potential for user • Is there a potential for user
creation? creation?
• Can you create the • Is there sufficient motivation
production and supply chain to sustain long term user
flexibility which is required creation?
for mass customization?
Physical Digital
economy Economy
• Is the business becoming
digital?
Traditional business • Are there relevant devices?
area • Are people comfortable with
going digital?
• Is the market free or
monopolized?
Only professionals
create products
40. Do platforms exist and can we
use them?
Communication
strategy
Are your services interesting or
Can you speak the language?
can you make them interesting
(to some or some of the time)?
41. High involvement
• Co-creation of products
• Involvement in products
• Creation of new involving product
• Creation of involving campaign
• Digital mass-communication
Low involvement
50. 5 Types of Involvement
1. Involvement around rating, comments and
improvement of products.
2. Involvement around service
3. Involvement around usage of products
4. Involvement around product conversations
5. Involvement around the creation of the
products
66. Core Business -> Strategy
• Question: In which of the four qaudrants is you business
located?
• Who are the players in this quardrant?
• Traditional players: What are their weaknesses?
• New Players: What can we learn from them? What are their
weaknesses? Which areas are they not covering?
• Develop your unique business strategy for the perfect storm:
How to create a flexible How to involve users and reach the
production and suply chain? critical tipping point where you
become the go-to place?
How to build a viable business in a
digital economy where marginal
costs are almost zero?
67. Core Business -> Concepts
Concepts – check list:
1. Digitize the company’s products/services
2. Digitize parts of the company’s products
3. Create new digital products
4. Create digital products that support or improve the use of the company’s physical products.
5. Create linkages between the physical and digital products (QR codes, URLs, etc.).
6. Make it easy for users to copy (steal) the company’s products.
7. Make your products/services/content free and make your money elsewhere
8. Make parts of your product free, or create new digital free products.
9. Become an aggregator. Forget the pride of creating your own products/services/content. Become the portal
of your area
10.Become a specialist. It's easier to create a business around a very specialized product
11.Give users the ability to customize your products/services/content
12.Give users the opportunity to comment on your products/services/content
13.Give users the ability to evaluate your products/services/content
14.Give users the ability to recommend your products/services/content
15.Give users the opportunity to share with their network when they use your products/services/content
16.Give users the ability to improve your products/services/content
17.Give users the ability to create your products/services/content
18.Create a community around your products/services/content
19.Create ambassadors and use them to improve your products/services/content
20.Blur the boundary between customers and employees. Create close links to customers who “work” for the
company, but who are not paid
21.Deportalize the company’s strategy. Does your company have interesting content? Make sure that this
content not only lives on the website, but also at the networks where your customers/followers actually
spend their online lives. (Facebook, Twitter, etc.)
69. Communication -> Analysis
Deportalization:
• Do people talk about the
product/company or your subject area
in the social media?
• Are your competitors already present in
this universe?
• Understand how to become interesting!
• Understand the relevant platforms!
• Learn to speak the right language!
70. Communication -> Strategy
How much do you expect to be
able to involve your
customers/followers?
Based on this decide on the
most relevant communication
strategy
Often companies will use
several of these strategies at
the same time.
71. Communication -> Concepts
Concepts – check list:
1. Use your existing customers/followers to spread your message
2. Deportalize your communication. Make sure that you are present in the social media. But remember: Be interesting,
choose the right platforms and speak the right language!
3. Create digital high involvement products and services that support the conversation about the company’s existing
products and services
4. Give the company’s product (or parts of it) away for free. There is no better marketing than free!
5. Create a community around your product and services
6. Give people access to review the company's products. People love to be "reviewers".
7. Give people access to improve your products and services.
8. Give people access to talk about your products and services when they use them. Create linkages between physical
products/events and the digital world (QR codes, photo / video from mobile devices, etc.).
9. Be transparent in so many parts of the company as possible. Your customers would rather engage with employees in
a transparent company than with an anonymous marketing department.
10.Tell the world about how you work. Give people the opportunity to comment and make suggestions for improvements
to the process.
11.Reward customers who involve themselves in the company or your products/services. Not necessarily with money.
12.Share valuable knowledge! Find information, functionality or services that your company has so far kept secret and
share it with the world.
13.Aggregate valuable knowledge! Become an information hub for the companys products and services.
14.Participate in the current conversation in the social media. Make sure it's real people with real voices participating –
not marketing people.
15.Create ambassadors, and use them to publicize the company and its services.
16.Create campaigns that people want to get involved in, but remember that the campaign also should support your core
business
17.Make it easy for people to talk about your products and services. Send them emails or ask them in other ways to talk
about you in the social media.
18.Mobilize the company's hard-core fans, and get them to be active in the social media.
19.Involve people when they are most happy about your products or services.
20.Start many small initiatives at the same time. Start 10 blogs instead of one. Use 20 Twitter hash tags instead of
one. And evaluate what works!
21.Find problems, shortcomings or challenges in the company, which customers/followers can help improve.
22.Create a social media task force that is constantly ready to participate in conversations about the company and its
services when they arise (or start the conversation when the right opportunity presents itself).
72. Now it is your turn!
Develop a strategy presentation for your business canvas which
covers these six areas. The presentation should adress all six areas.
More inspiration and PPT templates on:
www.denperfektestorm.dk/strategimodellen
(in Danish)
Core business
Analysis Strategy Concepts
Communication
Analysis Strategy Concepts
