Category Archives: Internet

Your smartphone is my content marketing tool

Marketers are talking about content marketing and how important it is to create content that interests them. But the content should be somehow related the business. So marketers end up creating either cool advertising content or trying to crowdsource something that is not really that interesting.

Earlier today i have having an online chat with a friend of mine who works at Scoopshot, a very promising photo sharing startup. I’ve liked Scoopshot idea from the very beginning, since they are solving the problem of people taking amazing photos but not getting them distributed or being ripped off by the media houses.

In our discussion, I learned that the new feature of creating photo tasks and then publishing the task results works surprisingly well.  Why, I started thinking.

And it’s actually quite simple. Let’s look at a few points.

People have their smartphones available. They are taking photos and videos and then sharing them, of course. But since there is so much content that it being shared, it’s just too much. The viewers are looking for curated content, just look at Pinterest.

But who takes care of the content curation for the crowdsourced content? This is where services like Flickr are starting to have issues. This is where marketers could come into the picture. Marketers could curate the content by giving people guidance on what is expected and how should they proceed. With the right topic, this must work.

And why would people share their content in Scoopshot? Because they could earn money. And get their photo published anywhere in the world. And because they have copyright issues sorted out. And because they are being asked to do so!

So I decided to to test this myself.

As you may know, I created the concept of Office Nomad (Toimistonomadi in Finnish), which has become a channel for creating and trying out the methods of new work. Office Nomad topics would be good ones to get people interested.

I created a new task in the Scoopshot service (for free) and asked people to take photos of their current desk or other place of work. I shared that task in couple of social media locations, added the scoopshot widget on this site (yes, top right column) and started writing this post.

I am planning to try this way of engaging with people, so far it seems promising. You can see the results from the right.

Once I’m done with this “desk” topic, the next could be something else related to the concepts of new work or officenomadism.

Am I taking advantage of people by doing this? Not really. I give them interesting topics and some visibility to their photos. Since all photos are for sale, someone may make an extra buck or two for themselves.

Now, keep posting them photos!

 

Sometime2013-kysely: Sosiaalisen median aktiivit uskovat onnelliseen ja intohimoiseen kansalaisvetoiseen tulevaisuuteen

Suomalaiset sosiaalisen median aktiivit kokoontuivat neljättä kertaa perättäin Espoossa järjestettyyn Sometime-tapahtumaan viime lauantaina. Minulla ja Peter Greenillä oli kunnia pitää tapahtuman päätöspuheenvuoro, jonka päätimme toteuttaa hieman poikkeuksellisesti osallistamalla sekä paikallaolijat että etänä tapahtumaan osallistuvat. Halusimme luoda kyselyn avulla kuvaa tulevaisuuden sosiaalisesta mediasta.

Kysely toteutettiin Poll Everywhere -palvelun avulla. Vastauksia kysymyksiin tuli neljästäkymmenestä hieman yli sataan riippuen kysymyksestä. Seitsemän kysymystä oli vakavampia ja kaksi vähemmän vakavaa.

Mitä tästä kyselystä voidaan saada irti? Itse asiassa useitakin huomioita. Katsotaanpa.

DISCLAIMER: Tämän kyselyn kysymystenasettelu on tehty poiketen normaalista tutkimuskäytännöistä ensisijaisesti viihtellistä käyttöä varten, eikä sitä pidä ottaa liian vakavasti. Vastauksista voidaan toki tehdä erilaisia päätelmiä tulevaisuudesta ja suomalaisen sosiaalisen median aktivistien mielipiteistä.

Somessa ei käydä, siellä ollaan aina

85% vastaajista ilmoittaa olevansa läsnä ja toimivansa sosiaalisessa mediassa jatkuvasti. “Käyn netissä” ei ole vastaajille vaihtoehto. Tämä osoittaa, kuinka tärkeässä roolissa sosiaalinen media on osallistujien elämässä. Sosiaalinen media integroituu tulevaisuudessa osaksi ihmisten elämää, eikä sitä pystytä tai voida irroittaa omaksi irralliseksi palasekseen.

Sosiaalinen media on kehittyy kokonaisuutena

Kysyttäessä tärkeysjärjestystä liiketoiminnan, muotoilun ja teknologian välillä muotoilu sai pienen etusijan. Ylivoimaisesti suurin osa vastaajista oli kuitenkin sitä mieltä, että kaikki on tärkeää. Tämä korostaa näkemystä siitä, että  sosiaalinen media kehittyy ja sitä tulee kehittää kokonaisuutena, ei pelkästään yhdestä näkökulmasta rajoitetusti.

Tulevaisuudessa vallitsee somekansalainen tai jotain ihan muuta

Punnittaessa roolitusta sosiaalisessa mediassa, vastaajat näkevät ensisijaisesti somekansalaisten vallitsevan tulevaisuudessa. Vaihtoehdoksi nousi myös jotain ihan muuta, jotain jota ei ole vielä tunnistettu tai ainakaan huomattu. Julkkisten ja brändien roolia ei pidetty lainkaan merkittävänä.

Sisältö on tärkeää, mutta sen tyylistä ei ole yksimielisyyttä

Kysyttäessä tulevaisuuden sisältöjen rooli, äänet jakautuivat tasaisemmin neljän erilaisen sisältötyylin välillä. Sosiaalisiin objekteihin uskottiin eniten, mutta tarinankerronta, ilmiöt (gangham style, planking etc.) ja 2 second social media (emotionaalisesti herättävä sisältö, joka saa reagoimaan eli tykkäämään, kommentoimaan ja jakamaan) saivat lähes saman äänimäärän.

Yhteisöllinen intohimo lisääntyy

60% vastaajista oli sitä mieltä, että yhteisöllisyys ja siihen liittyvä intohimoinen toiminta lisääntyy entisestään. Aiheesta on nähtävissä useita positiivisia ja negatiivisia esimerkkejä. Sometime-yhteisöllisyys on hyvä, monien mielestä positiivinen asia, jonka keskeisinä tekijöinä ovat yhteisöllisyys ja intohimo tapahtuman järjestämiseen.

Valtion rajat tai kieli eivät ole tärkeitä tulevaisuudessa

84% vastaajista oli sitä mieltä, että tulevaisuudessa yhteisöt kerääntyvät eri aihepiirien ympärille. Suomen valtiota tai suomen kieltä ei pidetä laisinkaan tärkeänä. Myöskään yhteen, globaaliin yhteisöön, jossa kaikki ovat samanlaisia, ei uskota.

Onnellisuus on sosiaalisen median tulevaisuuden tila

43% vastaajista uskoo onnellisuuden olevan tärkeintä sosiaalisessa mediassa. Kannatusta saivat myös ubiikkiajattelu ja robotisaatio, kun taas kohonnut elintaso ei ollut laisinkaan tärkeää.

Krista Siegfrieds voitti Euroviisut mutta Suomi ei voittanut Ruotsia

Vastaajat näkivät tulevaisuuteen 50% oikeellisuudella tietäessään Suomen voittavan Euroviisut ja Suomen häviävän Ruotsille jääkiekossa.

 

Alla vielä kyselyn sisällöt omaa analyysiä varten. Sitten ei kun pistämään omaa kommenttia peliin. ;-)

 

Summary for 9 polls

 

 Kuka voittaa tänään?
Answer Responses Percent
Bonnie Tyler 3 6.1%
Krista Siegfrieds 36 73.5%
Amandine Bourgois 2 4.1%
Ruotsi! 8 16.3%
Total 49

 

 Miten käyttäydyt somessa?
Answer Responses Percent
Käyn, menen ja poistun 1 1.9%
Käyn herätteestä toisinaan 2 3.7%
Olen ja seuraan 5 9.3%
Olen ja osallistun 46 85.2%
Total 54

 

 Mikä näistä tärkeintä somessa?
Answer Responses Percent
Bisnes 3 5.9%
Muotoilu 10 19.6%
Teknologia 3 5.9%
Kaikki 35 68.6%
Total 51

 

 Hallitsevat someroolit?
Answer Responses Percent
Somekansalainen 29 58.0%
Somejulkkikset 1 2.0%
Sankariorganisaatio/brandi 3 6.0%
Jotain ihan muuta 17 34.0%
Total 50

 

 Sisältöjen kärki?
Answer Responses Percent
Sosiaaliset objektit 25 43.9%
Tarinankerronta 10 17.5%
2 Second Social Media 10 17.5%
Ilmiöt 12 21.1%
Total 57

 

 Mitä tapahtuu yhteisölliselle intohimolle?
Answer Responses Percent
Lisääntyy 24 60.0%
Vähenee 3 7.5%
Pysyy ennallaan 10 25.0%
Mitä ihmeen höpötystä? 3 7.5%
Total 40

 

 Miten somepesät jakautuvat?
Answer Responses Percent
Oi maamme 0 0.0%
Kielimuuri 4 9.1%
Aihepiiri 37 84.1%
Sama kaikkialla 3 6.8%
Total 44

 

 Tulevaisuuden somen ihannetila?
Answer Responses Percent
Ubiikki 15 25.9%
Kaikilla kohonnut elintaso 2 3.4%
Robotisaatio 16 27.6%
Onnellisuus 25 43.1%
Total 58

 

 Voittaako Suomi tänään?
Answer Responses Percent
Kyllä! 43 37.1%
Ei toivoa 44 37.9%
Mitä välii? 11 9.5%
Kingdong! 18 15.5%
Total 116

Is Rovio’s Angry Birds brand already bigger than Disney?

A few years back, early 2010, I had a casual chat with Peter Vesterbacka, who just recently had started to drive Angry Birds marketing towards what it is today. We were chatting about how the world is open for those who have dreams  and are crazy, brave and persistent enough. We also talked about how far Angry Birds game would go. I clearly remember Peter smiling at me and saying something like this: “This is just the beginning. We are building an entertainment brand. You gotta aim to be Disney and more, but in a modern way.” At that point that comment sounded a bit crazy, since all there was at that point was the game, which even wasn’t available for all major devices.

Now it’s time to start looking at how wide spread Angry Birds brand is today. It all begun from the mobile games, then went to animation and content cooperation (remember NASA and Star Wars) and has since then extended to a multitude of products in all possible categories. Talking to a CEO of a Finnish amusement park in 2011, who just returned from a big toys conference in China: “Every single exhibitor  from the total of 900 had something AB in their selection. It was amazing!”

And today you can find everything and anything with AB theme: Amusement parks, clothing, home electronics, cosmetics, candy, soft drinks, fishing equipment, bed linnen, sneakers, board games, scooters, swimming pools, carpets, coffee, bags, bikes, chocolate, watches, umbrellas, kites… the list is endless. Just check out this photo stream about AB products available in Finland.

What’s special about this is the way how some of these products have emerged to the market. Not all of them are just basic sweat shop products made to cash off the brand while the hype continues. Rovio has started cooperation with some leading companies who are putting emphasis on quality. For example, amusement parks are created by Lappset, coffee comes from Paulig, soft drinks are produced by Olvi and candy by Fazer. Amazingly, all these companies are from Finland, just like Rovio.

Rovio is still much smaller than Disney in revenues, but let’s talk about the changing business. How much of new and exciting stuff have you seen from Disney lately? Any cool, trendy content? Anything, that will make people talk about all over the world? I didn’t think so.

Disney has changed the world during the last millenium, and has created an empire with several historical brands. They have their movie business, amusement parks and all that. But will it last in this changing world? Do people still want to spend their vacations (and money) in Disney parks? Or is it time for new things, produced and consumed differently?

I believe the very profitable Rovio is making a great way ahead with their new type of approaches in building their entertainment empire. It includes things like community, cooperation, networking, sharing profit and embracing the whole world. This was not too popular during the last millenium business empires.

No matter what the figures say, I believe has more top-of-mind awareness than Disney has in this moment of time.

What do you think?

 

 

Business (r)evolution: Material Meets Immaterial

It’s quite clear that there is a huge transformation happening the the world. This means both local and global businesses, and many business owners and leaders are starting to realize that there is a need to do something different to survive. The ones not understanding this early enough are likely to be in trouble very shortly.

One of the quite clearly recognizable transformations is the change in industrial manufacturing. Globalization is eating the manufacturing business from the western world, relocating it to to BRIC countries and eventually to Africa. This situation is unbearable and requires changes in the value creation.

But how to tackle the problem? If your company has been manufacturing good industrial products for decades? How to compete in the market when competition can design in a similar way, offer almost similar quality, brand the products equally, and offer the products with fraction of the price?

Many people are trying to solve this problem, one of them being Miikka Leinonen, a friend, colleague and intellectual sparring partner.

Miikka has been writing his soon-to-be-published book “Melt” for some time, and the time for the publication is near. I’ve had an opportunity to discuss these scenarios with Miikka several times, and I think he is into something.

Miikka believes that the survivors will have to take their material assets and let it melt together in a symbiosis with the immaterial world. This is not easy, but it is inevitable.

In order to understand the basic thinking, see Miikka’s hugely popular presentation about Melt below.

At this point I have to admit that I have recently discovered a product idea that I think might be a success. I’ve been a bit hesitant to take it forward since the product innovation is all material. Miikka’s Melt thinking has been opening my eyes, and I’ve started to realize how I need to extend that idea with immateriality to make it happen.

What do you think? Does Melt make any sense or not?

 

Re-inventing media monetization!

An age old problem. The media world is changing and the entire publishing world is suffering. The subscriptions for traditional print media are going downhill and people are not willing to pay for online content. As a consequence of the difficult situation, the media has started making free online content less free. First by setting up paywalls for online content, and more recently by selling subscriptions to electronic publications which look exactly the same as the traditional print publication, with ads and all included. And of course limiting the free online content, “because it’s cannibalizing our business”.

It seems that none of that is working very well, but why? After all the information and news offering available today, people have so many possibilities when choosing where to get the content from and how to consume it. If you get the same content for free, why would you pay for it? Someone always offers most of the content free. At least if the content is casual, generic content, copied from some other source.

Solution stems from the basics

There are three different types of journalistic content categories that people consume:

News content. This is generic, short, available first and consumed only once. Typically served and consumed “everywhere” from screens in the public transport, to a feed on your mobile device. Content is being produced by news agencies and aggregated by major news outlets such as CNN, BBC, YLE, HS, Al-Jazeera and likes. Oh, and then it’s being “quoted” by thousands of others. Worth paying something if you get it fast, good, easy and everywhere.

Deep expert content. This is typically specific content for a certain topic. Some magazines such as Harward Business Review are doing a great job with in-depth content around their selected topics. Well worth paying for, right?

(Hyper)local content. Any content that is interesting to the local community. What happens in your own neighbourhood. Something that the rest of the world has no interest. Thousands of publications that support their own and unite people. Also worth paying to know what’s going on at home.

Choose your content category

In order to have good and wanted content, you need to be the best choice for the consumer in one of the categories. Or at least get to be shortlisted.

You should choose the positioning for the content. Are we going to be the leader in the news content, the best expert in a chosen topic or the chosen local publisher? It’s unlikely that anyone can be all three at the same time.

Rethink your primary channel

Once you are close to achieve the chosen content position, start thinking the best delivery method from the beginning. If your target readers have 80% penetration for mobile data, put priority in producing the best, fastest and most in-depth content there. If you can deliver the content for 90% of your community by printing them copies when they head out to their daily chores, make it happen. If you need to use two channels to reach most of your audience, put them both in equal priority position.

Do not plan or deliver any channels just because they are trendy or everyone does it. You have the best content and the most convenient channel. Why divide resources and focus to anything else?

For the same reason, if you have existing channels that really doesn’t reach your audience, start a quick exit plan for that channel. You can’t win with it.

Turn the earning structure upside down

Now, since you own the best content and channel, you have all the attributes to be number one on the shortlist.

#1 publisher can ask money from the consumers, since they are providing the best value to the customer. Put a premium price for your priority channel. There is a price fit, you probably need to do some research and testing to find out the right level.

No need to perform lock-in

Many subscription businesses are selling with all kinds of lock-in sales models. You don’t need to do that because you are the best. Be open, allow people to try something else. This will make the joining easy. If you are good enough but they leave, they will come back eventually. This will strengthen the leader position and make you even stronger.

Then you only need marketing

So, you are the best, most convenient, easiest to join and no-strings-atteched content publisher. Now you need customers.

This should be easy. Just make yourself known among your target audience by caring about them and sharing to them. Use your content creation skills to make yourself a topic for discussion.

And the rest is history…

Do you think I’m crazy? Do you know I’m wrong? That’s ok. Join the discussion in re-inventing the media monetization.

I love to be proven wrong. A challenge.