The Final Stretch

Almost there! My team and I have been busy putting our blood, sweat and tears into the restructuring and upcoming launch of our new “digital brain” at itive.net. We’re almost ready to go, but have a few more details to wrap up. In the meantime, I encourage you to head over to the site and take a sneak peek at our new look. While you’re there:

  • you can check out our latest video
  • and sign up for our newsletter

so you’ll be in the loop when the site is back up and running 100% :). Of course, I always appreciate your feedback so if you’d like, go ahead and let me know what you think of the new style!

Andrea

itive.net - Digital Creative Agency

Top 20 Social Media Influencers and Beyond…

Kristi Hines (@kikolani) published a nice list of “The 20 most influential people in social media” and Simon Kemp (@eskimon) did a good job in this thread reminding us all that since more than 80% of the world’s social media users live outside of the US it would be a good idea to add some other influential names beyond America’s shores to the list.

Brava Kristi and bravo Simon. So far so good.

Krishna De is an outstanding communicator and a long time digital-friend. She suggested that I could be considered as an influencer in Finland. First of all, I’d like to thank Krishna for mentioning me as an influencer. I tend to work with my “head down”, putting all the passion and commitment I have into everything I do in this industry. Ultimately, my greatest reward is to see a satisfied smile on the face of whoever I’m working with because what we did together meant something to them and made a difference. So, when someone points me out for any reason related to what I do, I feel honored.

Secondly, though, after reading the following comment I felt that I should probably clarify my position a bit and give out a little bit more information about what I do since I have been – and still am – very involved in the Finnish social media and technology space…

Jaana Nyström - Not wanting to promote myself but I'm the "Google+ envoy in Finland", according to the local Google Industry Manager... At least I'm diligent! :D

If you can’t see/load the picture above:

Jaana Nyström – +Krishna De New York in Finland now? 🙂 +Andrea Vascellari has nothing to do with Finland, I think? Must be an error this…

Not wanting to promote myself but I’m the “Google+ envoy in Finland”, according to the local Google Industry Manager… At least I’m diligent! 😀

For those of you who have been connected with me for a while now, you are probably aware that my company and I work on international projects, but for the sake of this thread on G+, here’s my reply which just focuses on some of the ways I’ve been “influential” in Finland.

Hi Everyone,

Hi Jaana,

Jaana I’ve been living and working in Finland since 2005 and I’ve been researching and studying the Finnish information society cluster since 2002.

In Finland, I’m currently running several projects for national and local governments, regional development, B2B, B2C, pharma and education. If you have a look at the people/connections we commonly share here on Google+ you’ll notice that I’m well-networked with the Finnish social media sphere 😉

I’m often a contributor to various international podcasts sharing my point of view from the Finnish perspective (but not only, since I have Italian-Canadian roots) specifically in the fields of PR, marketing and communications. In addition to that, since public speaking is part of what I do, I’ve been invited to speak at some of the largest conferences in Finland i.e. Mindtrek, ITK, etc. If you quickly browse through my Linkedin profile you’ll notice that I’ve been invited as an official blogger to many industry conferences, such as the LeWeb, Web 2.0 Expo, etc. and I’ve also represented Finland at two editions of the Bloggers World Forum respectively in Bucharest and Vienna. So these are most likely some of the reasons why you’ll find a fairly large group of people worldwide referring to me when they think of Finland – it’s the same for me when I think of Ireland and 2 names immediately come to mind Krishna De (@krishnade) and Bernie Goldbach (@topgold).

On the other hand, leading an international digital strategy agency requires me to travel quite often, but my home is currently in Finland. My team and I work across 4 continents and we recently opened a new office in New York (NYC) so the information you see on my Twitter profile refers to that. I hope this explains and clarifies everything.

Andrea @vascellari

– Good to meet you, Jaana. Andrea

4 Steps to Reach your Target Audience

What are some of the first steps a business owner should take when creating his or her digital strategy? I shared 4 tips to better reach your target audience during an interview with Andrea Genovese of Wind Business Factor. The video is in Italian, but the original transcript has been translated into English below by my team at itive.net. Enjoy!
Andrea

The Experience of a Business Owner

When a business owner is going to use the web for the first time he or she should keep a few important things in mind. First and foremost, a business owner should no longer think of the web or “digital world” as something disconnected from the real one.

Today, the web is constantly evolving. And a consumer and a business owner can do business exactly as they would if they were downtown “IRL” (in real life).

First, the most important thing to understand is where you are as a business and where you would like to go. Therefore, at this initial starting point there is a need to create a digital strategy that will allow you to reach your goals.

Second, you should analyze the tactics that will be utilized to achieve your objectives and reach the finish line. After that, you could reach out for support from somebody who has experience in this arena. It could be a web agency like us at itive.net, it could be an external consultant, an online communicator who in a certain sense could help you move through these “first steps” of the digital world.

Before you start to do any of this, though, be silent and use these, one of the most important organs we have, your ears. You have to listen carefully in order to learn about what is happening in your niche market. You have to be attentive listeners and figure out the dynamics that are in your market, as well as to identify the needs of your consumers. Once you understand the current situation within your market, you should contribute to the conversation and become an active member who interacts with the digital communication dynamics that are already taking place in your field.

In summary, the 4 tips for creating digital strategy are:

  • Listen to what is happening within your niche market
  • Analyze the market dynamics
  • Evaluate the needs of your consumers
  • Contribute to the conversation and to the digital dynamics

If you’re interested in creating your digital strategy with us, feel free to contact us or go ahead and click here to fill out a “get started” form and we’ll help you get there!

Further Insights on Finland’s Citizens Rights to Internet

I’ve been interviewed by Dario Salvelli for Wired Magazine about Finland and the recent announcement (1st of July 2010) of the legal right for every Finnish citizen to have access to a 1Mbps (megabit per second) broadband connection.

The article was published on Wired Italia but since it offers some interesting stats and insights I thought to share an English version here on my blog:

Enjoy it and as usual feel free to share your thoughts with comments or via twitter @vascellari! (please remember to link back to this post so it will be easier to track and aggregate the conversation, thanks).

Andrea

Italy, 2010. Families with no PC were reduced by only 2% in the last 8 years, yet new families subscriptions of users that are willing to pay a surcharge on fees just to have a connection to 100 Megabit grew of 40% and about 78% of households with broadband access has at least one child under 18 years old. An incentive to implement the NGN (next-generation high-speed network) in Italy and not wait for the 2015 deadline set by AGCOM to assign broadband services to reduce the digital divide.

In this context, is it possible to imagine a law that includes the Internet as a fundamental right for Italian citizens? Other European countries are heading in this direction. On July 1, Finland became the first nation in the world in which every citizen has the right to access the Internet with a minimum of 1Mbps connection. This law will serve about 4000 Finnish families that still suffer from digital divide and will force providers to install cables out in Finnish rural areas where 5.3 million people live.

The village of Karvia this year will already have a 100MB connection. The plan of the Finnish Government is in fact broader and plans on providing access to 100 Mbps in 99% of the territory available by 2015 by using fiber optic and agreements between mobile operators who already use UMTS900 technology to build and expand the NGN.

What Finland has achieved is unique not only in terms of technology but especially socially – says Andrea Vascellari, the CEO of itive.net, a digital strategy agency with offices in Finland and New York – This step also represents a turning point for strategy and communications for business, government, education systems and public institutions. In an era where the Internet is no longer an option but a core part of our daily lives we just have to hope that this decision made by a small country in Northern Europe like Finland will inspire others to move in the same direction.

Anne-Mari Leppinen is Finnish and works for Suupohjan Seutuverkko [disclosure, Suupohjan Seutuverkko is itive‘s client], a company owned by six local municipalities (an area of 3700 km2 for a total of 30 000 persons) which aims at building an open fiber optic network that is already among the fastest in Europe. The purpose of this company is to build the network and use it but not to offer services: all the service providers have the same opportunities to provide services to clients on fiber and users can freely choose who to trust.

The network built in the city and region of Kauhajoki can already replace all the data traffic such as broadband, cable, satellite, digital TV and phone connection. In addition to this in Kauhajoki the fiber is used to improve the efficiency in real estate surveillance, remote control of industrial production and it also enhances the quality of life of the elderly people that live at home.

At first I thought this law wasn’t a big deal because I thought the minimum speed of market regulation should be more than 1Mbps – writes via email Anne-Mari – This is because here everyone already has a connection with access of 1Mbps or higher, our clients already have some 10 Mbps and some 100Mbps symmetrical connection. When I read that Finland was the first country in the world, I immediately changed my mind. I hope that the next step is to implement an open access fiber optic network because it is the only way to get a qualitative competitive network and reach people who live outside the cities: in fact the problem is that the network operators want to invest (i.e. in fiber) only in the 20 biggest cities in Finland to receive higher revenues from the investment. This is understandable but what about all the other people? In rural areas people have no choice and are blocked by a monopoly that makes the total price and quality of connections far from reasonable. I hope the situation will change after this new law.

We were among the first to create an open access fiber optic network and many others are now following our path. The Finnish government has promised that by 2015 all the citizens will be able to access 100Mpbs but can only guarantee that the fiber optic will not be more than 2km away from all homes. This last section to get the fiber at home will be expensive for families (from 500 to 1000 euros) and I think the Government should give grants or support for these miles if you want people to really connect on fiber optic. The other problem is that so far the Government has not specified whether the network will be an open access network: this could potentially re-create monopolies that build closed networks with public money. This year, for example, on about 8 fiber optic projects that have public support ours, Suupohjan Seutuverkko, is the only non-commercial and open access one.

Finland is not the only European nation that looks at the Internet as a civil right of citizens: In France, the Supreme Court has ruled that Internet access is a right, while Spain and the United Kingdom have similar laws in the pipeline that should be approved respectively in 2011 and 2012.

The Finnish ICT Minister Suvi Linden recently declared to the BBC:  “We considered the role of the Internet in Finns’ everyday life. Internet services are no longer just for entertainment