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

1. Social Media in a SME
18.10.2010
Oskari Uotinen

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. Intosome is a Social Business Design consultancy.
We help companies to understand and utilize social
tools and ways of working with their customers,
partners and employees.

4. Experts
Harri Lakkala Kaija Pöysti Oskari Uotinen
CEO, partner Partner Partner
Tampere Helsinki Kuopio

5. In cooperation with
Dachis Group

7. 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

8. Checkpoint
‣ How do you use social media?
‣ What comes to your mind about social
media brought into business context?

9. Social media =
Facebook =
Total waste of time
CC: http://www.flickr.com/photos/jdhancock/3756546525/

11. Social media
Way of working + Services
• Be open
• Participate & engage
• Discuss
• Share content

12. Social media
Way of working + Tools
• Be open Blogs Social networks
• Participate & engage
Wikis Real-time coediting
• Discuss
• Share content
Forums Microblogs

13. Time passes by, the basics
remain
http://bit.ly/maninchairad

14. Customers discuss
companies and their products
CC: http://www.flickr.com/photos/pingu1963/2528846002/

15. CC: http://www.flickr.com/photos/
30239838@N04/4381829315/

17. Gathering market information
Where do potential customers discuss?
What do the customers want?
What arises questions?
What affects purchasing decisions?

19. http://www.youtube.com/watch?
v=fLreo24WYeQ

21. http://www.tuplaamo.fi/2010/11/jos-olisin-
fysioterapeutti-tai-hieroja-tekisin-nain/

23. Customers talk & share opinions
(photos, videos, location data...)

24. Customer service 2.0?

27. Ref: http://www.slideshare.net/alexflagg/
leveraging-social-media-to-reach-b2b-customers

28. Customers
82% uses the internet
82% uses (almost) daily
86% searches for information
about products and services
90% compares prices
Source: Tilastokeskus, TeliaSonera

29. Types of visibility on the
internet
reachability
earned
bought
own
control Ref: Daniel Goodall - Nokia

30. Bought
Own
Earned

31. Ebay found in 2006 that participants in
online communities spend 54% more than
non-community users

32. Ref: Forrester Research
Jeff Ernst Blog

33. What about B2B?
Ref: Forrester Research

34. 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

35. 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

36. Start from the business goals
Company Social media Social media
strategy strategy tools
Benefits for Benefits for Benefits for
the company the team me

37. Utilization areas
Customers
Company Employees
Partners

38. What is email suitable for?
Many-to-
One-to-one One-to-many
many
One way Two way One way Two way Two way
Communi-
cating
Co-creating
content
Ref: Acando - edited

39. 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 OK
Communi-
cation
Blog Forum
together
Doing
Wiki Wiki
Ref: Acando - edited

40. 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

41. Doodle
‣ Use: scheduling a
meeting for a bigger
group of people
‣ Price: the basic
version is free (ad
supported)
‣ www.doodle.com

42. Yammer
‣ Usage: replacing
email in internal and
partner
communication
‣ Price: basic version is
free, business version
has more features
‣ www.yammer.com

43. Example:
‣ A document was sent to 100 people for
comments by email, 10 people sent their
updates and notes as Word documents

44. Intosome’s internal wiki

45. Case Reifer:
‣ Quality manual and work instructions in a
wiki, continuously updated and followed
‣ http://vimeo.com/teknologiateollisuus

46. From email to web tools
Email
tool

47. From email to web tools
Email Web tools
tool

48. Before: I choose who gets
the message as I send it
Now: Everyone can see the
discussions, recipients
choose what they follow and
when, instant notifications to
mentioned participants

49. 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

50. Partner opportunities
‣ Efficient communication and
collaboration
Partners
‣ Social company networks
‣ Ideation and conversations
‣ Sharing market information

51. Example:
Normet–SKS Connecto
Kauppalehti, 26.3.2012

52. The real problem
Ways of working
and culture
80%
20%
Tools

53. CC: http://www.flickr.com/photos/jonasb/3151988620/
“All our time goes to meetings and emails”

54. Piloting in the cloud
‣ Piloting social ways of working with cloud
solutions (SaaS)
‣ At the same time preparing the final tools

55. Improving productivity
Automating processes Collaboration and participation
Social tools and
ways of working
Traditional
IT-systems
Ref: The McKinsey Quarterly -
Six ways to make Web 2.0 work - edited

57. Almost 90% have
achieved measurable
benefits
- McKinsey study in 2010
3250 respondents
CC: http://www.flickr.com/photos/flattop341/260213099/

58. Extra tip: Twitter

59. Thank you!
www.intosome.fi
Oskari Uotinen
oskari.uotinen@intosome.fi
+358 44 502 9658