B2B Social Media Marketing<br />
Introduction<br />
Online Presentation<br />Slideshare<br />http://www.slideshare.net/Loulle/knord-social-media-presentation<br />Facebookgro...
Research question<br />Can a B2B company successfully use virtual social media as a tool to reach marketing/company goals<...
YES!<br />
Agenda<br />Research method<br />What is Social Media<br />Who did we talk to<br />Whatshouldbetakenintoconsideration<br /...
Research method<br />Pragmatic approach<br />Semi-structured interviews with:<br />experts on the subject<br />B2B compani...
What is Social Media<br />Social Media Definition<br />Online media where people are able to communicate on different leve...
What is Social Media<br />The types of sites are as follows:<br />Blogging<br />Microblogging<br />Social Networking<br />...
What is Social Media<br />Whyweuse social media<br />Half of the 10 most visited websites are social media sites<br />“Peo...
Who did we talk to<br />Scott Monty – Head of Social Media Manager at Ford<br />Paul Gillin - Author of The New Influencer...
Who did we talk to<br />
What to takeintoconsideration<br />Be capable of allocate resources to manage the dialog<br />Social media marketing shoul...
How not to do it<br />
How not to do it<br />http://www.labnol.org/internet/nestle-facebook-page/13208/ <br />
How not to do it<br />”So, let’ssee, we have to bewell-mannered all the time but it’sperfectly acceptable to refer to us a...
How it could be done<br /><ul><li>Novo Nordisk as example
The situation
Internal
NovoTube
NovoPedia
Novo way of management update
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Knord Social Media Presentation

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A presentation that shows the the findings of a research about Social Media Marketing

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  •  Henrik &amp; Friis
  • LasseWe have fundthattheseare the 8 types of social media there is. Blogging, microblogging and so on.. As canbeseen, ourfocus is te top 4 ones.
  • - Stine Gotved  cybersociolog
  • Friis &amp; Lasse
  • Will there be differences in which B2B companies can benefit from Social Media Marketing?Which organizational factors should be taken into consideration when a B2B company is actively working with social media?
  • Overgang til ”konklusion” og 5 tips -_&gt; what to keep in mind etc.I samarbejde med de andre… Beprepared, and set goalsbeforeyouenterFind the bestpossibleway for yourcompany to mesure the effect. (eventhough, provenveryhard)It’s still a relatively new marketing tool (ifyoucancall it that) so becarefull.. Theres is not ”oneway to do things”Behonestabout the value and believes of yourcompany.. (otherwise it canbiteyourass)understand the mediaCommunication is everything
  • Knord Social Media Presentation

    1. 1. B2B Social Media Marketing<br />
    2. 2. Introduction<br />
    3. 3.
    4. 4. Online Presentation<br />Slideshare<br />http://www.slideshare.net/Loulle/knord-social-media-presentation<br />Facebookgroup<br />B2B Social Media Marketing<br />http://www.facebook.com/group.php?gid=127822900582950<br />Blogspot<br />Socialnomist<br />http://socialnomist.blogspot.com/2010/06/is-social-media-marketing-just-wolf.html<br />
    5. 5. Research question<br />Can a B2B company successfully use virtual social media as a tool to reach marketing/company goals<br />
    6. 6. YES!<br />
    7. 7. Agenda<br />Research method<br />What is Social Media<br />Who did we talk to<br />Whatshouldbetakenintoconsideration<br />Case studies<br />How to measure the effect<br />Who to influence<br />To sum it up<br />
    8. 8. Research method<br />Pragmatic approach<br />Semi-structured interviews with:<br />experts on the subject<br />B2B companies using social media marketing<br />companies advising other companies how to use social media marketing. <br />Blogs, books and articles to get the personal opinions of acknowledged theoreticians. <br />
    9. 9. What is Social Media<br />Social Media Definition<br />Online media where people are able to communicate on different levels. There will be discussions, feedbacks, comments and sharing of information from all interested parties. It is a two-way communication platform instead of the old one-way, television communication.<br />
    10. 10. What is Social Media<br />The types of sites are as follows:<br />Blogging<br />Microblogging<br />Social Networking<br />Forum<br />Social news & Bookmarking<br />Rating services<br />Virtual worlds<br />Media sharing<br />Ourarea of focus<br />
    11. 11. What is Social Media<br />Whyweuse social media<br />Half of the 10 most visited websites are social media sites<br />“People feel they exist because of the fact that other people know what they are doing”<br />“Family ties and native communities have been replaced by more network-based affinities<br />They are not determined by race extent nor of a shared territory”<br />
    12. 12. Who did we talk to<br />Scott Monty – Head of Social Media Manager at Ford<br />Paul Gillin - Author of The New Influencersand Secrets of Social Media Marketing<br />Henrik Keller - Consultant at Holm Kommunikation A/S<br />Mikael Lemberg – Self-proclaimedFacebookexpert and Consultant at Komfo<br />Andreas Johansen – CEO at Social Square<br />
    13. 13. Who did we talk to<br />
    14. 14. What to takeintoconsideration<br />Be capable of allocate resources to manage the dialog<br />Social media marketing should not stand alone<br />The management and marketers need to discard the old way of thinking<br />Be honest!<br />Communicate the purpose of the site<br />
    15. 15. How not to do it<br />
    16. 16. How not to do it<br />http://www.labnol.org/internet/nestle-facebook-page/13208/ <br />
    17. 17. How not to do it<br />”So, let’ssee, we have to bewell-mannered all the time but it’sperfectly acceptable to refer to us as everything from idiots right the waydown to sons of satan”<br />
    18. 18. How it could be done<br /><ul><li>Novo Nordisk as example
    19. 19. The situation
    20. 20. Internal
    21. 21. NovoTube
    22. 22. NovoPedia
    23. 23. Novo way of management update
    24. 24. External
    25. 25. Novo graduate blogs
    26. 26. Experiences
    27. 27. Measurement
    28. 28. BSC and KPI</li></li></ul><li>How to measure the effect and what to gain<br />Difficult to measure<br />Succes is defined by the ability to establishmeaningfulconversations<br />Quantitative – Qualitative<br />Novo Nordisk Balancedscorecard<br />
    29. 29. Whocan Social Media influence?<br />Facebook have more than 400.000.000 active users<br />Twitter have about 75.000.000 active users<br />In theory: Everyone<br />Best outcome with well-known brand <br />Possible to influence B2B, but through B2C<br />Social Media is becoming more differentiated <br />
    30. 30. When can social media influence?<br />
    31. 31. So to sum it up…<br />Don’t do it just becauseeverybodyelse is doing it<br />Beprepared to loosecontrol<br />Remember: Honestyabove all<br />Whathappensonone site doesn’tstayonone site<br />Allocateyourresources – and do it well<br />Communication, communication & last but not least; communication<br />
    32. 32. Thankyou for your attention<br />See you @<br />

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