A presentation held at The Switch 360 seminar in Lappeenranta on September 17 2009. The stored videostream of the presentation can be found at http://content.magneetto.net/theswitch/

1. Change of Marketing
Ekana Innovation 2006 – 2009 www.ekana.fi

2. The World is Changing
People are Changing
Ekana Innovation 2006 – 2009 www.ekana.fi

3. #restruct
Internet. Social Media. Citizen Journalism.
Enterprise2.0. Consumer2.0. Climate Change.
Financial Crisis. Swine Flu. Open.
Ekana Innovation 2006 – 2009 www.ekana.fi

4. World 2006
Competi
tion
Mission
Brand Management
Vision
Brand Image
Strategies
Perception
Customer Service
Brand Perception
R&D
Marketing
Company Sales Customer
Production
Portfolio Marketing
Product Management
Perception
Pricing
Place/Channel
Positioning
Packaging Peers
Ekana Innovation 2006 – 2009 www.ekana.fi

5. World 2009 Mission
Management
Vision
Brand
Strategies
R&D Marketing Company
Community Community
Image
Brand
Sales
Customer Customer Service
Community Community
Product Management
Portfolio
Pricing
Place/Channel
Positioning
Packaging
Ekana Innovation 2006 – 2009 www.ekana.fi

6. Marketing is Changing
People ignore advertising → Opt-in for marketing messages
People ignore traditional authorities → Listen and trust
communities
Ekana Innovation 2006 – 2009 www.ekana.fi

7. Broadcast Marketing is Not
Working
Ekana Innovation 2006 – 2009 www.ekana.fi

8. People Interact More Than Ever
...but with each other
...and their community
Ekana Innovation 2006 – 2009 www.ekana.fi

9. If a Marketer Wants to Get Any
Message Through
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10. They Must be with the People, as
equals
Ekana Innovation 2006 – 2009 www.ekana.fi

11. Enter New Marketing
Ekana Innovation 2006 – 2009 www.ekana.fi

12. What is New Marketing?
Ekana Innovation 2006 – 2009 www.ekana.fi

13. New Marketing is about
• Internet, social media, web2.0
• Companies being in dialogue with their whole ecosystem
• Customers becoming more interested in participating
• Corporate gatekeepers disappearing
• Being open and honest instead trying to trick the customer
Ekana Innovation 2006 – 2009 www.ekana.fi

14. New Possibilities
• Closer contact with customers/partners
• Cost-efficient way to spread your message (and get
feedback!) to potential customers
• Global base of ”fans” can be reached
• ”Win or cease to exist”
Ekana Innovation 2006 – 2009 www.ekana.fi

15. Marketing activities move to
platforms, channels and
communities
Ekana Innovation 2006 – 2009 www.ekana.fi

16. Those who own top of mind
in the communities are the
winners
Ekana Innovation 2006 – 2009 www.ekana.fi

17. And it's not all about Internet
Web2.0 Enforces other real life
marketing activities
Events, meetings, briefings, direct communication, customer loyalty
As long as they try not to fool!
Ekana Innovation 2006 – 2009 www.ekana.fi

18. How Does All This Relate to Wind
Energy Industry?
Ekana Innovation 2006 – 2009 www.ekana.fi

19. Wind Energy Industry is There
• #restruct makes the authorities, politicians and common
people have interest on these issues
• In web 2.0 all professionals with special skills and/or niche
expertise have a new world of cooperation and grouping
• The question is about timing and right moves
• First ones with right existance can be rewarded
Ekana Innovation 2006 – 2009 www.ekana.fi

20. Facebook: Americans for
Alternative Energy
125,000 members
1,840 discussion topics
12,335 wall posts
404 photos, 815 links and 27 videos
Supported by 12 US elected members and many 2008
presidential candidates
Ekana Innovation 2006 – 2009 www.ekana.fi

21. Ekana Innovation 2006 – 2009 www.ekana.fi

22. Twitter
Windbaron, Costa Rica
50,130 followers
2647 updates
since March 2009
Ekana Innovation 2006 – 2009 www.ekana.fi

23. Ekana Innovation 2006 – 2009 www.ekana.fi

24. LinkedIn: Wind Energy
Professionals
• 10,300 members
• 500 discussions
• News, jobs etc.
Ekana Innovation 2006 – 2009 www.ekana.fi

25. Ekana Innovation 2006 – 2009 www.ekana.fi

26. And Those of You Who Hesitate...
Ekana Innovation 2006 – 2009 www.ekana.fi

27. It's just for kids and games, not for
serious people
Ekana Innovation 2006 – 2009 www.ekana.fi

28. Maybe for consumer products, but
not for B2B
Ekana Innovation 2006 – 2009 www.ekana.fi

29. We don't have time for that
nonsense
Ekana Innovation 2006 – 2009 www.ekana.fi

30. We decided not to be there
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31. Do Not Hesitate.
You Exist There Already.
The Real Question is:
Ekana Innovation 2006 – 2009 www.ekana.fi

32. Will You Have Fans and Respect?
Ekana Innovation 2006 – 2009 www.ekana.fi

33. Janne Saarikko
janne@ekana.fi
Twitter: saarikko
Qaiku: saarikko
Skype: jjsaarikko
+358 40 864 3017
Ekana Innovation 2006 – 2009 www.ekana.fi