Social objects help you tell stories that are truly relevant for your customers and soon-to-be-customers.

1. SOCIAL OBJECT
CONTENT STRATEGY
BASED
Miikka Leinonen

2. YOUR COMPANY CULTURE
DETERMINES YOUR
CONTENT STRATEGY.

3. ARE YOU...
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

4. "We will
deliver in
time."
"We have
the best
product."
"We have a
great solution
for you"
"what's
up?"
PIPELINE&
PROCESS
PRODUCT
DIVISIONS
CUSTOMER
DIVISIONS
AGILE
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

5. Content keywords
SECRECY
CONTROL
ENGAGEMENT
PLATFORM
"We will
deliver in
time."
"We have
the best
product."
"We have a
great solution
for you"
"what's
up?"
PIPELINE&
PROCESS
PRODUCT
DIVISIONS
CUSTOMER
DIVISIONS
AGILE
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

6. Content keywords
SECRECY
CONTROL
ENGAGEMENT
PLATFORM
FOUR DIFFERENT
CONTENT STRATEGIES...
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

7. FRAGMENTED
MEDIA
PALETTE
Every medium
has its unique
content.
PROCESS
CENTRIC
UNIFIED
MEDIA
PALETTE
Broad media
palette defines
content and
scheduling.
PRODUCT
CENTRIC
SOCIAL
OBJECTS
PEOPLE
Social objects and
communities
around them
define content
needs and
schedules.
The public
selects the
topics and
produces
the content.
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

8. FRAGMENTED
MEDIA
PALETTE
UNIFIED
MEDIA
PALETTE
SOCIAL
OBJECTS
PEOPLE
COMPANIES ARE EVOLVING FROM
PROCESS CENTRIC TO CUSTOMER DRIVEN.
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

9. FRAGMENTED
MEDIA
PALETTE
UNIFIED
MEDIA
PALETTE
SOCIAL
OBJECTS
PEOPLE
COMPANIES ARE EXPECTED TO PRODUCE
MORE AND MORE CONTENT.
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

10. FRAGMENTED
MEDIA
PALETTE
UNIFIED
MEDIA
PALETTE
SOCIAL
OBJECTS
Produced by
the company
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
PEOPLE
Produced by
"the audience"
CUSTOMER
DRIVEN

11. FRAGMENTED
MEDIA
PALETTE
UNIFIED
MEDIA
PALETTE
SOCIAL
OBJECTS
PEOPLE
LET'S FOCUS ON SOCIAL OBJECTS.
WHAT MAKES THEM SO PRECIOUS FOR ALL
FUTURE CONTENT STRATEGIES?

12. WHAT ARE
SOCIAL OBJECTS?

13. SOCIAL OBJECTS:
Objects around which communities form.

14. SOCIAL OBJECTS:
Social communities do not form only around people
but also around objects of interest such as
cars, photos, cities, news pieces, future of mankind...
The concept was put forward by Jyri Engeström in 2005
as part of the explanation of why some social networks succeed and some fail.
Communities formed around social objects can
be very passionate and active.
They can not be owned or controlled.

15. SOCIAL OBJECTS HELP COMPANIES TO...
1
2
TELL STORIES
ABOUT THEIR MISSION
DELIVER STORIES TO
THEIR STAKEHOLDERS

16. 1
SOCIAL OBJECTS HELP COMPANIES TO
TELL STORIES ABOUT THEIR MISSION.

17. WHAT? HOW?
PRODUCTS,
SERVICES
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES
Simon Sinek:
www.startwithwhy.com

18. HOW DO WE TELL
STORIES ABOUT THESE?
WHAT? HOW?
PRODUCTS,
SERVICES
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES

19. HOW DO WE TELL
STORIES ABOUT THESE?
WHAT? HOW?
PRODUCTS,
SERVICES
CASES
NEWS
IR
TESTIMONIALS
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES

20. HOW DO WE MAKE OUR
VALUES AND MISSION
TANGIBLE?
WHAT? HOW?
PRODUCTS,
SERVICES
CASES
NEWS
IR
TESTIMONIALS
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES

21. HOW DO WE MAKE OUR
VALUES AND MISSION
TANGIBLE?
WHAT? HOW?
PRODUCTS,
SERVICES
WHY?
PROCESSES, MISSION, VISION,
COMPETENCES
VALUES
WE CAN TELL
STORIES ABOUT...
CASES
NEWS
SOCIAL
OBJECT
IR
TESTIMONIALS
SOCIAL
OBJECT
SOCIAL
OBJECT

22. 2
SOCIAL OBJECTS HELP COMPANIES
DELIVER STORIES TO THEIR STAKEHOLDERS.

23. AUDIENCE
IN THE OLD DAYS OF
BROADCAST MEDIA,
DELIVERY WAS EASY.
COMPANY

24. AUDIENCE
HOW DOES
THIS WORK IN
THE DIGITAL AGE?
?
COMPANY

25. AUDIENCE
HOWHOW DOES
DOES
THIS THIS WORK IN
WORK IN
THE DIGITAL AGE?AGE?
THE DIGITAL
SOME BELIEVE
DIGITAL CHANNELS
DELIVER THE
CONTENT.

26. AUDIENCE
HOWHOW DOES
DOES
THIS THIS WORK IN
WORK IN
THE DIGITAL AGE?AGE?
THE DIGITAL
SOME BELIEVE
DIGITAL CHANNELS
DELIVER THE
CONTENT.
BUT THEY ONLY
WORK IF PEOPLE
FIND THE CONTENT
RELEVANT.

27. SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
THAT'S WHY WE NEED SOCIAL OBJECTS.
AND CONTENT BECOMES PART OF PEOPLE'S LIVES.

28. SOCIAL
OBJECT
SOCIAL
OBJECT
ROLE OF
THE COMPANY
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL OBJECT IS OWNED BY INDIVIDUALS.
THEREFORE COMPANY CAN NOT OWN A SOCIAL OBJECT.
BUT IT CAN OWN A CERTAIN ROLE IN IT.

29. 1
2
TELL STORIES
ABOUT THEIR MISSION
DELIVER STORIES TO
THEIR STAKEHOLDERS
WHAT? HOW? WHY?
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT
SOCIAL
OBJECT

30. FRAGMENTED
MEDIA
PALETTE
UNIFIED
MEDIA
PALETTE
SOCIAL
OBJECTS
Produced by
the company
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
PEOPLE
Produced by
"the audience"
CUSTOMER
DRIVEN

31. FRAGMENTED
MEDIA
PALETTE
UNIFIED
MEDIA
PALETTE
SOCIAL
OBJECTS
PEOPLE
WHAT'S YOUR STRATEGY?
PROCESS
CENTRIC
PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CUSTOMER
DRIVEN

32. For further information please contact
MIIKKA LEINONEN
miikka.leinonen@zeeland.fi
SIRPA ALHAVA
sirpa.alhava@zeeland.fi

33. www.zeeland.fi
Facebook.com/ZeelandGroup