2. A SOURCE OF INTERESTING CONTENT
&
ACTIVE IN DIALOG
Joka yrityksen unelma:
3. Mitä on sisältömarkkinointi?
"Content marketing is a marketing technique of
creating and distributing valuable, relevant and
consistent content to attract and acquire a
clearly defined audience – with the objective of
driving profitable customer action."
15. PROCESS
2 125 2 3
PLANNING
Editorial
board
Refining ideas
Approvals
Synergies
Interview
permissions
CONTENT CREATION
Briefing
Writing
Photoshoots
Approvals
LAYOUT
Planning
Layout
Approvals
PRINTING&
MAILING
READY
Publishers contribution required
WEEKS
OTHER MEDIA INTRANET
CONTENT
WEB
CONTENT
POWERPOINT
SLIDES
WEB
MAGAZINE
IMAGE
BANK
NEWS-
LETTER
S O C I A L M E D I A
20. 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.
21. HOW TO BUILD A
SOCIAL OBJECT BASED
CONTENT STRATEGY?
22. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
23. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
24. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
25. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
26. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
FIND OWNERS
LINK TO SALES
LINK TO STRATEGY
CONTENT STRATEGY
27. DEFINE SOCIAL OBJECTS
DEFINE YOUR ROLE
DEFINE TOUCHPOINTS
PLAN INTERNAL TRAINING
FIND OWNERS
GET MANAGEMENT COMMITMENT
CREATE EXAMPLES
LINK TO SALES
LINK TO STRATEGY
BUILD PLATFORMS
HOW TO PUT INTO PRACTICE
CONTENT STRATEGY
28. HOW TO BUILD A
SOCIAL OBJECT BASED
CONTENT PROCESS?
32. STORY TYPE
SELECTION
TOUCHPOINT
SELECTION
FEATURE? CASE? TESTIMONIAL?
OPINION? Q&A? PROCESS? FACTS?
MEDIA
SELECTION
FACEBOOK
TWITTER
SITE
INTRA
VIDEO
TEXT
GRAPHICS
MINI SITE
EXTERNAL SITE
EDITORIAL BOARD
SOOB OWNER IDEATION
STORY
IDEAS
PHOTOS
BULLETS
TRADE PRESS
CASE CARD
SLIDESHARE
PINTEREST
SOOB
OWNER
IDEATION
EDITORIAL
BOARD
LINKEDIN
NEWSLETTER
GENERAL
PUBLIC
PRO
EXPERTS
EXCITING!
MILDLY
INTERESTING
MUST-HAVE
42. THREE ROLES OF
CONTENT SHARING
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
43. THREE ROLES OF
CONTENT SHARING
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
44. THREE ROLES OF
CONTENT SHARING
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
IF YOU WISH TO
BE THE STORY...
45. THREE ROLES OF
CONTENT SHARING
THREE TYPES OF
STORIES
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
EXCITING!
MILDLY
INTERESTING
MUST-HAVE
IF YOU WISH TO
BE THE STORY...
46. THREE ROLES OF
CONTENT SHARING
THREE TYPES OF
STORIES
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
EXCITING!
MILDLY
INTERESTING
MUST-HAVE
IF YOU WISH TO
BE THE STORY...
47. THREE ROLES OF
CONTENT SHARING
THREE TYPES OF
STORIES
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
EXCITING!
MILDLY
INTERESTING
MUST-HAVE
IF YOU WISH TO
BE EXCITING...
IF YOU WISH TO
BE THE STORY...
48. THREE ROLES OF
CONTENT SHARING
THREE TYPES OF
STORIES
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
EXCITING!
MILDLY
INTERESTING
MUST-HAVE
THREE QUALITIES OF AN EXCITING COMPANY
BOLDNESS OPEN AND FORGIVING
CULTURE
MARKETING MINDSET THROUGHOUT
THE ORGANIZATION
IF YOU WISH TO
BE EXCITING...
IF YOU WISH TO
BE THE STORY...
49. A SOURCE OF INTERESTING CONTENT
&
ACTIVE IN DIALOG
PROCESSES AND ROLES
ACTIVE INDIVIDUALS
CULTURE OF SHARING
+
+
SOCIAL
OBJECTS
52. TEE ITSEANALYYSI:
PROCESSES AND ROLES
ACTIVE INDIVIDUALS
CULTURE OF SHARING
+
+
ONKO TEILLÄ
NÄMÄ?
MIKÄ ON
ROOLINNE?
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
53. TEE ITSEANALYYSI:
PROCESSES AND ROLES
ACTIVE INDIVIDUALS
CULTURE OF SHARING
+
+
ONKO TEILLÄ
NÄMÄ?
MITKÄ OVAT TEIDÄN
SOOBINNE?
MIKÄ ON
ROOLINNE?
YOU ARE
THE STORY
YOU ARE AMONG
THE FIRST TO
SHARE THE STORY
YOU FOLLOW
(AND ADD SOME ANGLES)
