Social Media in a SME

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A presentation held in Joensuu, Finland 18.10.2012 to Joensuu Entrepreneurship Society members on how to utilize social media in a SME.

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Social Media in a SME

  1. 1. Social Media in a SME 18.10.2010 Oskari Uotinen
  2. 2. Oskari Uotinen‣ M.Sc.(Bus.Adm.), social media consultant, partner at Intosome‣ Expert in utilizing social media and social ways of working in communications and marketing‣ Experience in education and public administration consulting
  3. 3. Intosome is a Social Business Design consultancy.We help companies to understand and utilize socialtools and ways of working with their customers,partners and employees.
  4. 4. ExpertsHarri Lakkala Kaija Pöysti Oskari Uotinen CEO, partner Partner Partner Tampere Helsinki Kuopio
  5. 5. In cooperation with Dachis Group
  6. 6. Agenda‣ Provide basic understanding of social media and social ways of working ‣ External use ‣ Internal use and usage among partners and networks‣ Discussion, ideas, sharing of thoughts
  7. 7. Checkpoint‣ How do you use social media?‣ What comes to your mind about social media brought into business context?
  8. 8. Social media =Facebook =Total waste of time CC: http://www.flickr.com/photos/jdhancock/3756546525/
  9. 9. Social media Way of working + Services• Be open• Participate & engage• Discuss• Share content
  10. 10. Social media Way of working + Tools• Be open Blogs Social networks• Participate & engage Wikis Real-time coediting• Discuss• Share content Forums Microblogs
  11. 11. Time passes by, the basics remainhttp://bit.ly/maninchairad
  12. 12. Customers discusscompanies and their products CC: http://www.flickr.com/photos/pingu1963/2528846002/
  13. 13. CC: http://www.flickr.com/photos/ 30239838@N04/4381829315/
  14. 14. Gathering market informationWhere do potential customers discuss?What do the customers want?What arises questions?What affects purchasing decisions?
  15. 15. http://www.youtube.com/watch? v=fLreo24WYeQ
  16. 16. http://www.tuplaamo.fi/2010/11/jos-olisin- fysioterapeutti-tai-hieroja-tekisin-nain/
  17. 17. Customers talk & share opinions (photos, videos, location data...)
  18. 18. Customer service 2.0?
  19. 19. Ref: http://www.slideshare.net/alexflagg/leveraging-social-media-to-reach-b2b-customers
  20. 20. Customers82% uses the internet82% uses (almost) daily86% searches for informationabout products and services90% compares prices Source: Tilastokeskus, TeliaSonera
  21. 21. Types of visibility on the internet reachability earned bought owncontrol Ref: Daniel Goodall - Nokia
  22. 22. BoughtOwnEarned
  23. 23. Ebay found in 2006 that participants inonline communities spend 54% more thannon-community users
  24. 24. Ref: Forrester Research Jeff Ernst Blog
  25. 25. What about B2B?Ref: Forrester Research
  26. 26. What are the prerequisites?‣ Decisions: ‣ Do we really want to act socially? ‣ Are we going to reward acting socially, e.g. ”hanging out in Facebook”?‣ Processes: ‣ Do the processes support the social way of working? ‣ Is social media ”just one more work task” in addition to every other?‣ Systematic approach and guidance: ‣ Clear direction (pilots, measuring...) ‣ Guidance ‣ Recommendations for employees’ profiles, policy related questions‣ Training: ‣ Teach why the service is used, not only how to use it
  27. 27. What to measure?‣ Operative level ‣ Number of visitors/fans/followers, shares/likings ‣ Number of leads growth, lead quality improvement ‣ Number of comments, quality of discussions ‣ Affect on Google rank‣ Strategic level ‣ Sales growth, shortening of sales cycle ‣ Cost savings ‣ Customer loyalty ‣ Thought leadership
  28. 28. Start from the business goalsCompany Social media Social mediastrategy strategy tools Benefits for Benefits for Benefits forthe company the team me
  29. 29. Utilization areasCustomers Company EmployeesPartners
  30. 30. What is email suitable for? Many-to- One-to-one One-to-many many One way Two way One way Two way Two wayCommuni- catingCo-creating content Ref: Acando - edited
  31. 31. Proper uses for email Many-to- One-to-one One-to-many many One way Two way One way Two way Two way OK Microblog Microblog OK OKCommuni- cation Blog Forumtogether Doing Wiki Wiki Ref: Acando - edited
  32. 32. Email‣ “Email is the graveyard for knowledge”‣ Not a discussion tool‣ Not for collaborative content creation‣ Conversations are only visible to those on the receiver list‣ Knowledge disappears too easily with the employees who leave the company
  33. 33. Doodle‣ Use: scheduling a meeting for a bigger group of people‣ Price: the basic version is free (ad supported)‣ www.doodle.com
  34. 34. Yammer‣ Usage: replacing email in internal and partner communication‣ Price: basic version is free, business version has more features‣ www.yammer.com
  35. 35. Example:‣ A document was sent to 100 people for comments by email, 10 people sent their updates and notes as Word documents
  36. 36. Intosome’s internal wiki
  37. 37. Case Reifer:‣ Quality manual and work instructions in a wiki, continuously updated and followed‣ http://vimeo.com/teknologiateollisuus
  38. 38. From email to web toolsEmail tool
  39. 39. From email to web toolsEmail Web tools tool
  40. 40. Before: I choose who getsthe message as I send it Now: Everyone can see the discussions, recipients choose what they follow and when, instant notifications to mentioned participants
  41. 41. Benefits‣ Communication ‣ Internal communication, (change) leadership ‣ Direct feedback channel Employees‣ Coordination ‣ Knowing what others do, what’s going on in the project ‣ Saving conversations and decisions‣ Collaboration ‣ Decreasing email overload, creating content together efficiently‣ Storing information ‣ Managing risks, making induction process faster, capturing tacit knowledge ‣ Finding information and experts
  42. 42. Partner opportunities‣ Efficient communication and collaboration Partners‣ Social company networks ‣ Ideation and conversations‣ Sharing market information
  43. 43. Example:Normet–SKS Connecto Kauppalehti, 26.3.2012
  44. 44. The real problem Ways of working and culture 80% 20%Tools
  45. 45. CC: http://www.flickr.com/photos/jonasb/3151988620/“All our time goes to meetings and emails”
  46. 46. Piloting in the cloud‣ Piloting social ways of working with cloud solutions (SaaS)‣ At the same time preparing the final tools
  47. 47. Improving productivity Automating processes Collaboration and participation Social tools and ways of workingTraditionalIT-systems Ref: The McKinsey Quarterly - Six ways to make Web 2.0 work - edited
  48. 48. Almost 90% have achieved measurable benefits - McKinsey study in 2010 3250 respondentsCC: http://www.flickr.com/photos/flattop341/260213099/
  49. 49. Extra tip: Twitter
  50. 50. Thank you! www.intosome.fi Oskari Uotinen oskari.uotinen@intosome.fi +358 44 502 9658

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