Social Media in B2B Companies
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Social Media in B2B Companies



Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client. ...

Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client.

External utilization part done and presented by Marko Sykkö from Promener / Tehostamo Consulting.



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  • Definitely Harri, and Finns all speak great English ;-) Yes, from my experience working on the social enterprise, the real challenge is in changing habits to facilitate adoption. Metcalfe's law definitely applies here too for the value the users give the network. Internal social media governance is definitely another hot topic too.

    Is there any other open forums you collaborate with?

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  • No worries Fito (Adolfo), looks like I should do more presentations in english as the audience is much bigger than in finnish.

    Obviously one cannot get all the info from the slides alone but hopefully you and other viewers have gotten some new ideas about utilizing social media in the B2B context. There's much more to it than just marketing.
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  • Great presentation and some awesome slides. Thanx 4 sharing!
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    Social Media in B2B Companies Social Media in B2B Companies Presentation Transcript

    • Social Media in B2B Companies Harri Lakkala - Intosome Marko Sykkö - Promener
    • Harri Lakkala • Expert on social media and innovations • 6 years of experience with social media in enterprise context • Introduced blogs and wikis to Nokia Ltd • Plenty of experience on coaching teams, enhancing business processes, internal consulting • Nokia Innovation Award -05, Nokia Quality Award -08
    • Marko Sykkö • Social Media and Marketing professional • Background in marketing communications and media, with 11 years of experience • Created internal social media utilization in Nokia • Experience about Change Management in large organizations
    • 82% use Internet 82% use (almost) daily Ref: Statistics Finland
    • Consumers 82% research products and services 90% compare prices online Ref: Statistics Finland, TeliaSonera
    • B2B Buyers 68% follow social media for business purposes 90% for personal things Ref: Forrester Research
    • The Net is now Social photos: &
    • 400 million globally 1.6 million in Finland 300 000 companies Ref:
    • “Markets are Conversations” - The Cluetrain Manifesto
    • Conversations take place - You can only choose to participate or not photo:
    • Utilization areas Partners Organization Employees Customers
    • What is Social Media?
    • Social Media ≠ Medium Photo: Rain on Window 3 by ToastyKen/ Flickr
    • print radio letter email TV web PR event social
    • Social media is the human connection via media
    • Social Media is all about relationships
    • Relationships help making B2B buying decisions
    • Listen Participate Reward Engage
    • Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture. SAP, 2007
    • Culture and way of working 80% 20% Tools
    • This is what we’re used to
    • Enterprise Media Public
    • ”Things have changed.” - Bob Dylan
    • Twitter Facebook YouTube Press Enterprise LinkedIn Radio, TV Blog Web
    • The media by functions Marketing, Visibility customer service Forum Enterprise Expertise, Collaboration, Open thought leadership innovation Closed Forum Secret
    • Utilization possibilities Marketing Customer Service Thought leadership Communication Recruiting
    • Social Media in B2B Marketing
    • Forrester: B2B buyers have very high social participation
    • McDonalds: ”Our head of social media is the customer”
    • Be open, invite participation, share Culture content, discuss Facebook, Twitter, YouTube, blogs, Tools wikis, forums, ...
    • “United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.” from Penn Olson
    • Premarketing Case UPM Raflatac RFID
    • ? #in aunch on June L
    • “Markets are Conversations” - The Cluetrain Manifesto
    • ”You can’t just say it. You have to get the people say it to each other.” - James Farley, CMO Ford
    • Owned, bought, earned reach earned bought owned control Ref: Daniel Goodall - Nokia
    • 25% of Ford’s marketing spend is on digital/social media
    • Ford is the only US auto company that didn’t take government loan
    • Communications
    • Scania Social Media Newsroom
    • Nokia Social Media Release
    • Corporate image & Recruiting
    • Ernst & Young Careers in Facebook
    • Dassault Systemes Communities
    • Customer Service
    • JetBlue - Twitter in customer service
    • Pitney Bowes user forum
    • Thought leadership
    • CEO’s blogs
    • ABB UK Instrumentation in SlideShare
    • Building ecosystems: GE and Siemens
    • GE ”Reports”: Blog, YouTube, Twitter, Flickr
    • Siemens unified open communications
    • Social Media and Crisis
    • Nokia Siemens Networks and Iran
    • Toyota Recall info, Digg and Twitter
    • Open innovation
    • Dell IdeaStorm
    • Procter & Gamble connect + develop
    • Email overload
    • Example: High school reunion and 50 emails
    • Email is not a collaboration tool!
    • Net generation is entering the workforce
    • Breaking the 50-foot rule
    • Needed: Easier communication, collaboration and sharing virtually
    • Social media tools Blogs Wikis Forums Social networking Social bookmarking Microblogging
    • Social media tools enable new ways of working
    • Commu- instant nication email blogs messaging local document Content wikis documents repositories Coordi- F2F online online nation meetings meetings processes Stage 1 Stage 2 Stage 3
    • Utilization areas Collaboration Internal communications Leadership Induction process Engaging employees Communities of practice
    • Example: Blogs and leadership
    • Example: Team collaboration
    • Example: Employee participation
    • Case Nokia: 4000 wikis, 100’s of blogs internally
    • Case British Telecom: BTPedia, Collaborate wikis, MyBT, Blog Central, News2.0
    • Making change happen Ways of working and culture 80% Tools 20%
    • Making change happen: Motivation & Ability
    • Case Telenor: Way of Work program
    • users IT Traditional model WoW users IT support Way of Working model
    • Supporting projects #1 Problem analysis #2 Tool selection and setup #3 Creating initial content #4 Training and kick-off #5 Coaching
    • Telenor - Network changes
    • How to make your intranet and culture social?
    • Getting started #1: Build understanding
    • Getting started #1a: Get personally involved
    • Why should I invest the time to understand social media?
    • Getting started #2: Experiment
    • Getting started #3: Social media strategy
    • Pick tools according to goals Social Social Company media media strategy strategy tools
    • Strategy creation Audience Consider the target group What are you trying to Objectives achieve? How will you get to the Roadmap target state? What services and tools Technology to use?
    • Getting started #4: Share learnings and raise awareness
    • Things to consider Ownership Resourcing Budgeting Pilots Support Social media policy and guides
    • Social media isn’t a campaign, you have to commit for the long haul
    • Improving productivity Automation Enabling collaboration and participation Web 2.0 tools and approaches Traditional IT systems 2009 Ref: The McKinsey Quarterly - Six ways to make Web 2.0 work
    • 69% of companies have gained measurable benefits McKinsey study in 2009 - 1700 companies surveyed
    • Social Business Design
    • “Toto, I've got a feeling we're not in Kansas anymore.” - Dorothy in the movie Wizard of Oz