CONTENTAND SOCIAL OBJECTS

BY

MY SOOBS

TECHREVOLUTION

MEDIAREVOLUTION

SOCIALREVOLUTION

BARBECUETIPS

STARTUPS

TECH REVOLUTION

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3D PRINTING

BITCOIN

ENERGY SOLAR

TESLA

SATOSHI NAKAMOTOECO-

SYSTEMS

IoE

SELF-DRIVINGELECTRIC

CARS

MY SOOBS

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.

FUTUREx2

DIFFICULTY LEVEL x100

1

20132000 2010 2015

20132000 2010 2015

20132000 2010 2015

20132000 2010 2015

?

20132000 2010 2015

20132000 2010 2015

20132000 2010 2015

20132000 2010 2015

YOUR COMPANY CULTURE DETERMINES YOUR CONTENT STRATEGY.

2

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

ARE YOU...

"We have the best

product."

"We have a great solution

for you""what's

up?""We will deliver in

time."

PRODUCT DIVISIONS

CUSTOMER DIVISIONS AGILEPIPELINE&

PROCESS

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

"We have the best

product."

"We have a great solution

for you""what's

up?""We will deliver in

time."

PRODUCT DIVISIONS

CUSTOMER DIVISIONS AGILEPIPELINE&

PROCESS

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

COMPANIES ARE EVOLVING FROM PROCESS CENTRIC TO CUSTOMER DRIVEN.

CONTROL ENGAGEMENT PLATFORMSECRECY Content keywords

"We have the best

product."

"We have a great solution

for you""what's

up?""We will deliver in

time."

PRODUCT DIVISIONS

CUSTOMER DIVISIONS AGILEPIPELINE&

PROCESS

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

CONTROL ENGAGEMENT PLATFORMSECRECY Content keywords

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

FOUR DIFFERENT CONTENT STRATEGIES...

FRAGMENTED MEDIA

PALETTEPEOPLESOCIAL

OBJECTSUNIFIED MEDIA

PALETTE

Every medium has its unique

content.

Social objects and communities around them

define content needs and schedules.

The public selects the topics and produces

the content.

Broad media palette defines

content and scheduling.

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

FRAGMENTED MEDIA

PALETTEPEOPLESOCIAL

OBJECTSUNIFIED MEDIA

PALETTE

COMPANIES ARE EXPECTED TO PRODUCE MORE AND MORE CONTENT.

FRAGMENTED MEDIA

PALETTEPEOPLESOCIAL

OBJECTSUNIFIED MEDIA

PALETTE

PRODUCT CENTRIC

CUSTOMER CENTRIC

CUSTOMERDRIVEN

PROCESS CENTRIC

Produced by "the audience"

Produced by the company

HOW TO BUILD A SOCIAL OBJECT BASED CONTENT STRATEGY?

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTSFIND OWNERS

LINK TO SALES

LINK TO STRATEGY

CONTENT STRATEGY

DEFINE SOCIAL OBJECTS

DEFINE YOUR ROLE

DEFINE TOUCHPOINTS

PLAN INTERNAL TRAINING

FIND OWNERS

GET MANAGEMENT COMMITMENTCREATE EXAMPLES

LINK TO SALES

LINK TO STRATEGY

BUILD PLATFORMS

HOW TO PUT INTO PRACTICE

CONTENT STRATEGY

HOW TO BUILD A SOCIAL OBJECT BASED CONTENT PROCESS?

MUST-HAVE

INTERESTING

SCARY

GENERAL PUBLIC

PRO

EXPERTS

SOOB OWNER IDEATION

STORY IDEAS

SOOB OWNER

IDEATION

STORY TYPE SELECTION

TOUCHPOINT SELECTION

FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS?

MEDIA SELECTION

FACEBOOKTWITTER

SITEINTRA

VIDEOTEXT

GRAPHICS

MINI SITEEXTERNAL SITE

EDITORIAL BOARD

MUST-HAVE

INTERESTING

SCARY

GENERAL PUBLIC

PRO

EXPERTS

SOOB OWNER IDEATION

STORY IDEAS

PHOTOS BULLETS

TRADE PRESSCASE CARD

SLIDESHAREPINTEREST

SOOB OWNER

IDEATION

EDITORIAL BOARD

LINKEDINNEWSLETTER

STORY TYPE SELECTION

TOUCHPOINT SELECTION

FEATURE? CASE? TESTIMONIAL? OPINION? Q&A? PROCESS? FACTS?

MEDIA SELECTION

FACEBOOKTWITTER

SITEINTRA

VIDEOTEXT

GRAPHICS

MINI SITEEXTERNAL SITE

LINKEDINNEWSLETTER

EDITORIAL BOARD

MUST-HAVE

INTERESTING

SCARY

GENERAL PUBLIC

PRO

EXPERTS

SOOB OWNER IDEATION

STORY IDEAS

PHOTOS BULLETS

TRADE PRESSCASE CARD

SLIDESHAREPINTEREST

SOOB OWNER

IDEATION

EDITORIAL BOARD

CONTENT PRODUCTION

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