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

The Best of PR, Marketing and Social Media – NEXT 2010

Episode: VMC #224 The Best of PR, Marketing and Social Media – NEXT 2010

This year I was invited again to NEXT, but this time instead of keeping you informed with the classic video updates from the venue, I wanted to try something different. So once I got the go from the great Martin Recke (Head of Conference Management) I got the juice out of the best keynotes on PR, marketing, social media and I condensed it into this video. Then if you are interested (and you have enough time) you can have a look at the entire presentations on sevenload.

Why this video? The reason is simple, people have no time. So I thought to share the best communications content ‘in pills’.

It took me a while to create this video but it’s finally done and I really hope you’ll find it valuable. Also, let me know what you think about this new video format directly here on my blog or via twitter @vascellari (just remember to link back to this post so we can track the feedback and conversation, thanks!).

Andrea

Subscribe to AndreaVascellari.com on YouTube!

Show Notes & Credits: Next Conference, Martin ReckeBrian Solis, Stefana Broadbant, Stowe Boyd, Andrew Keen, Matthias Lüfkens, Steve Rubel.

+200 Social Media Lists for PR & Marketing

Everybody loves lists…well, this is a ‘mega list of lists’! During the last 3 years I’ve put together a collection of links that lists PR and marketing content related to the social media universe.

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I will keep adding new items to the list and if you are a regular subscriber of my blog you’ll find all these updates in my reports. In this post I mentioned only ‘lists’ but in my reports I include other valuable content too like stats, case studies, ebooks, white papers, info-graphics, etc. so if you didn’t subscribe yet to my blog but you think it would be a good idea, grab the rss feed and stay tuned! 😉

Enjoy it!

Andrea

Age Of Conversation 3 – From Theory to Social Media Practice

Age Of Conversation 3

Age Of Conversation 3 (AOC3), the book that I co-authored with an amazing group of marketing pros, is finally out and you can get it on amazon! It’s available in:

(the proceeds will be donated to an international children’s charity of our authors’ choosing – stay tuned for more updates). Once again a special thanks goes to Gavin Heaton and Drew McLellan for inviting me to join this great project.

What’s the book about?

Age of Conversation 3 captures the distinct shift from social media as a hypothetical consumer loyalty tool, as it was considered only a little more than a year ago, to its current state as a staple in the modern marketing toolbox. Although the book covers more than just social media, the topic is ubiquitous among the book’s 10 sections: At the Coalface; Identities; Friends and Trusted Strangers; Conversational Branding; Measurement; Corporate Conversations; In the Boardroom; Innovation and Execution; Influence; Getting to Work; and Pitching Social Media.

Enjoy it and let me know what you think about it here on the blog or via twitter @vascellari!

Andrea

What’s NEXT in the Booming App Economy

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What’s NEXT in the Booming App Economy? We’ll find out next week…

May 11 & 12 I’ll be in Berlin (Germany) for the 2010 edition of the NEXT. Once again I’ve been invited as an official blogger so stay tuned on this blog by subscribing via RSS to get all the juice straight from the event and follow me on twitter (@vascellari) for all the live updates from the venue. I’ll arrive in town the 10th and I will leave the 13th, so if you want to meetup let me know!

What?

We discuss how the currently exploding mobile app store ecosytem (App Economy) affects the digital strategies of companies. The question of how companies will meet their consumers on mobile devices will affect the business models faster than PCs and the Internet did in the past. Therefore the 2010 edition of NEXT presents the most interesting Game Changers and examines with and amazing speakers lineup the booming App Economy.

Who?

The organizers are expecting a hundred international speakers and up to 1.500 participants. Amongst them will be decision makers of the media, technology and advertising sector, agencies and service providers, investors and start-ups. It is the only conference that unites the Internet community with brands and leading companies.

Where?

The NEXT conference will take place at the STATION-Berlin, Luckenwalder Straße 4-6, 10963 Berlin.

What else?

Andrea

Online Personal Marketing Strategy

Few weeks ago I was in Rome with my ‘Get the Best Out of Twitter‘ for the Ignite Italia -O’Reilly. Among the people I met at the event there was also Robin Good. Inspired by my presentation he decided to invite me for a nice walk at the Villa Borghese park and record a video interview focusing on:

  • What steps do you need to take to create a valuable online service or business
  • What’s the strategic approach that an individual can follow to create value, authority, credibility and the opportunity to make business online

Video highlights below. Enjoy it!

@Robin: Thanks for the great time, it was nice to see you again! 🙂

Andrea

Video highlights:

Anyone can do what she/he wants for a living

There is one thing that everybody should keep in mind. Nowadays, more than ever before, everyone has a chance of doing what he or she loves for a living.

Going Global

Why? Because we are going global. With a simple blog and few clicks you have the chance of connecting with the entire world. It’s definitely interesting period the one we are living in.

Being Passionate

At the base, before focusing on technology, it’s important to be really passionate about what you are doing. I see way too many people who are unsatisfied with their jobs, and I can’t stand that. Maybe it’s because I am an entrepreneur. I really do what I love. I love my job. That is what I am really passionate about in my life and I think everyone has some passions. I think they should go for it. Online you are instantly connected with the entire world. You will find other people that have your same passions becoming your target audience, whether you do it for business or not.

What you do doesn’t have to be necessarily related to business (it could non-profit etc.) but let’s say that you have the possibility of finding a place to express yourself. Usually, if something is done with passion, you have that drive to go on that usually other people do not have. It’s not going to be easy. Every time you do something, you will find roadblocks. Ultimately, passion is the drive that makes you go on. Nothing really starts or works in first place if you do not really want it badly.

Start By Listening

First thing you should do is to start by listening a little bit what’s going on and understanding who is already out there. Let’s say you want to start your own small business. You should carefully listen to which are the other players in your field and to understand in which environment you will have to move, because sometimes it will happen… you won’t be the first. You definitely have to pay attention to them, and then of course build a presence on the web that express your strategic communications plan. It doesn’t have to be just ‘a blog’, your online presence is going to be the gate between you and the world or your target audience, so it has to be done really carefully.

Jump Into The Conversation

After that, you can start to jump into the conversation that is happening out there – I do not want to say “join” the conversation, because I am sick of hearing it. Everyone is talking about “joining the conversation” and just few people actually do it. Anyway… you have to start to jump into that, where the conversation is already happening, with your audience, with people within your niche. After that, when you establish a basic connection with this environment that is out there, then you can start to be proactive.

Build Trust, Engage Deeper

Once the trust is built, then you can start to engage at a deeper level and eventually this will translate into business. It could also be just for a passion or for the organization you are working for. It just depends on which is your focus and what are your objectives.

When Does The Money Show Up?

The money comes after you establish a real connection with your audience, after your target audience trusts you. The money will come after, as a consequence.

I tell you an example.

Every time I go to Venice – I come from Venice region in Italy – I go to the market on Friday morning. I go there and buy some good fresh fish. There are tons of people that are selling fish, but I always go to the same lady. There is no way I can go and buy fish from anyone else, because I bought fish from her for years.

How she convinced me at first?

  • observing the crowd and stopping me when she noticed that I need some fish,
  • showing me the really good fish she had,
  • why would have been better to buy from her and not from others,
  • giving me good tips on how to cook fish, and so on.

She established a real emotional connection, so I trusted her and I became her client.

You can basically do the same online. At that point – after you have built all these connections – is where the money is going to come. It’s going to be a consequence.

Word of Mouth

Another important thing is what you call in Italian “il passaparola“, the power of word of mouth. Happy clients will talk to other potential clients and they will bring them to you. It’s going to be also your community that will help you and your business grow.

SWITCH 2010

May 15-16 2010 Coimbra (Portugal). I’ll be there to deliver a keynote at the SWITCH conference (disclosure: itive.net, my company, is official partner of the event).

The aim of the event is to gather scientists, entrepreneurs, do-ers, thinkers, technologists and everyone in between to discuss the present and the future in a knowledge and idea sharing experience. It will be all about diversity (of ideas, people and themes) and will count an amazing line of portuguese and international speakers.

Differently from many other events the tickets for SWITCH fit anyone’s budget (the organizers did a great work to make this possible) + they have a special offer for students. You can grab your tickets here!
If you want to find out more about the conference I suggest you to have a look at the official Twitter channel and Facebook page of the event.

For insights directly from the venue make sure to connect via twitter with me @vascellari (please, read my policy first) and of course with itive.net @itive 🙂
I’ll try to record my presentation so if won’t make it to Coimbra you’ll be able to watch it on-demand here on my blog. Stay tuned via RSS!

Andrea

[video] Branding Today – Keynote Shift Conference

Episode: VMC #223 – Branding Today – Keynote Shift Conference

This is the keynote I delivered today at the Shift Conference in Lisbon (Portugal).

The effective promotion of a brand, especially when you ‘do it yourself’ is about the understanding of the new environment in which we operate, the new technologies at our disposal and the way people want to be approached today. The understanding of these three points is fundamental but it doesn’t have to drive our attention away from the brand itself and from the essential aspects that make a brand unique and worthy of attention. Often times people get too caught up in the promotion of a brand without giving the proper attention to what that brand represents overall. The desire to “put stuff out there as fast as possible” without a strategic plan keeping a brand’s fundamental values at the forefront of a promotional campaign is detrimental to the successful marketing of that brand.

Enjoy it! (video and slides below)

Andrea

Get the Best Out of Twitter

Last week I spoke at the Ignite in Rome (Italy). My presentation was in Italian but on this post you’ll find all the notes related to each slide (below) in English.

Learn how to use Google to take Twitter search to a whole new level. Enjoy!

Andrea

NOTES:

  1. Intro about me and itive.net
  2. Every time you go to an event it’s nice to take something back home. Something practical to play around with and experiment. So in my presentation I wanted to give more practical tips then just theory.
  3. Passive VS Active use of social media. Many people use social media in a passive way. They just use the standard features but they don’t use the tools at full and they don’t even combine them with others to get the best out of them. In this presentation we’ll do exactly this: Combining twitter with Google to get the best out of it.
  4. Challenge: Find stuff that matters. This is an open challenge for many communicators. When we are searching for something we look for information that can help us in better achieving our objectives. Searching junk that doesn’t apply to our aims.
  5. So from where we can start our search? Well social media/networks are a good starting point. According to Nielsen consumers spent more than five and half hours on social networking sites like Facebook and Twitter in December 2009, an 82% increase from the same time last year. In this presentation we have a closer look at Twitter.
  6. So where do we start to search something on twitter? We start from http://search.twitter.com.
  7. Let’s say that I have a client, a restaurant for which we are conducting a competitive analysis. Among other strategic moves & tactics we want to search on twitter for potential competitors that we can examine and study. So we are looking for other restaurants on twitter that are located nearby our client. By typing and searching for ‘restaurant’ we’ll get thousands of results of tweets that contain the word ‘restaurant’ but that are not necessarily tweeted by restaurants.
  8. We need something more accurate. If we have a look at the advanced twitter search we can use multiple search terms, a specific location etc. but it’s still something that doesn’t help us much in narrowing down our results to only restaurants in that area.
  9. What we noticed with my team at itive is that the best result we can get at this level are the one that contain links. In fact when people share valuable information online they usually do it with a link to add more value to what they are sharing.
  10. What the advanced twitter search doesn’t offer (yet) is the possibility to search for multimedia content. For example videos and photos. This data can be really useful at times in our searches (keeping in mind that you might want to use these tips I’m giving also for other searches and not just for restaurants). Twitter is full of photos, but do we find them?
  11. It’s simple. You’ll just need to add to your search term some of the services that people use to share photos on twitter (like twitpic, etc.). Here’s what you need to type: restaurant twitpic OR ow.ly.
  12. But let’s try to use these channels in an active way. As you probably now recently Google started to index tweets in its search results. We can use this as an advantage that can help us achieve better results for what we are looking for. We’ll use Google to search Twitter.
  13. We can start by searching twitter profiles that have in the name/title the word ‘restaurant’. We’ll do it by using intitle:”restaurant* on twitter” site:twitter.com in our search. Interesting isn’t it?! 😉
  14. Yes but what is the this twitter profile (in my slide I used my own to not share the one of any restaurant -privacy) has the word ‘restaurant’ in their Bio instead of in their name/title. Example: The name could be ‘Delicious Food’ and the bio description could be ‘We are an Italian restaurant etc…’. How to we search our relevant info in the bio?
  15. we’ll simply need to change the attribute in our search with this: intext:”bio * restaurant” site:twitter.com. Keep in mind that we would have found any of these restaurants by using the previous ‘title search’. At this point our research is starting to give us better results but we still need to focus on our location.
  16. Location is very important. But once again the search we perform on the basic advanced search of twitter just gives us ‘general’ results. (to get these results we specified the location in from the advanced twitter search page). What we can do is something smarter…check the next point.
  17. A this point we can combine the two previous searches (title, bio) and add on top of those a third attribute, the location. So we’ll search for twitter profiles of restaurants (whether is specified in their title or bio) that are in New York City (I chose NYC as an example you can enter any other location/area/state/city). Here’s what we’ll nee to type: (intitle:”restaurant * on twitter” OR intext:”bio * restaurant”) intext:”location * NYC” site:twitter.com. The results are exactly what we were looking for 🙂
  18. Remember that this is nothing without a strategic communications plan. This tips are at tactical level, not strategic.
  19. Tactics like this can help us in monitoring trends, analyzing competitors and of course in gaining a competitive advantage.
  20. You can find more info related to similar topics on my blog andreavascellari.com. If you have any questions or you would like to talk more, drop you comments or get in touch via twitter @vascellari (please read my twitter policy if you start to follow me, thanks).

Get The Communications Juice on Facebook

facebook.andreavascellari.com

Become a fan of my Facebook page, that’s the place where you’ll find all the extra communications juice that I share in addition to my usual posts.

Focus?

  • Digital marketing, social media, communications and PR.
  • Reports, stats, news, case studies and more.

Why should you join the page?

  • By joining my page you’ll get all my insights on recent communications news directly delivered to your news feed -displayed on your facebook home page.
  • I will not share these updates anywhere else but on my Facebook page. You can still friend me up on my profile and I’ll periodically keep releasing report posts here on my blog too but my Facebook page will remain the only place where you’ll get all my updates in ‘real time’.

See you on Facebook!

Andrea