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...
Marko Sykkö
• Social Media and Marketing
  professional
• Background in marketing
  communications and media, with
  11 ye...
MOTIVATION AND TRENDS
82%
      use
      Internet


82%
      use (almost)
      daily

                 Ref: Statistics Finland
Consumers


82% research products and
	 	 	 services
90% compare prices online

               Ref: Statistics Finland, Te...
B2B Buyers


68% follow social media for
	 	 	 business purposes
90% for personal things

                    Ref: Forrest...
The Net is now Social



   photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pic...
400 million globally
1.6 million in Finland
300 000 companies

                         Ref: Facebakers.com
“Markets are Conversations”
             - The Cluetrain Manifesto
Conversations take place - You can
only choose to participate or not
        photo: http://www.flickr.com/photos/pingu1963/...
Utilization areas
 Partners



        Organization Employees


Customers
EXTERNAL UTILIZATION
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.
  ...
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                 Bl...
The media by functions
                                         Marketing,
    Visibility
                                ...
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...
“United Linens isn’t a company.
It’s Scott, the marketing director.
I can trust him.”
                          from Penn ...
Premarketing
Case UPM Raflatac RFID
?
#in                                  aunch on June
                                   L




      http://lonewolflibraria...
“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
...
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
INTERNAL UTILIZATION
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



        ...
Utilization areas

Collaboration
Internal communications
Leadership
Induction process
Engaging employees
Communities of pr...
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
             ...
Supporting projects
    #1   Problem analysis

    #2   Tool selection and setup

    #3   Creating initial content

    #...
Telenor - Network changes
How to make your intranet
and culture social?
WHAT NEXT? -
TAKING SOCIAL MEDIA
     INTO USE
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...
Strategy creation
Audience      Consider the target group


              What are you trying to
Objectives
              ...
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




                            ...
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
Social Media in B2B Companies
Social Media in B2B Companies
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Social Media in B2B Companies

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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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Social Media in B2B Companies

  1. 1. Social Media in B2B Companies Harri Lakkala - Intosome Marko Sykkö - Promener
  2. 2. 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
  3. 3. 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
  4. 4. MOTIVATION AND TRENDS
  5. 5. 82% use Internet 82% use (almost) daily Ref: Statistics Finland
  6. 6. Consumers 82% research products and services 90% compare prices online Ref: Statistics Finland, TeliaSonera
  7. 7. B2B Buyers 68% follow social media for business purposes 90% for personal things Ref: Forrester Research
  8. 8. The Net is now Social photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pictfactory/2796367140/
  9. 9. 400 million globally 1.6 million in Finland 300 000 companies Ref: Facebakers.com
  10. 10. “Markets are Conversations” - The Cluetrain Manifesto
  11. 11. Conversations take place - You can only choose to participate or not photo: http://www.flickr.com/photos/pingu1963/2528846002/
  12. 12. Utilization areas Partners Organization Employees Customers
  13. 13. EXTERNAL UTILIZATION
  14. 14. What is Social Media?
  15. 15. Social Media ≠ Medium Photo: Rain on Window 3 by ToastyKen/ Flickr
  16. 16. print radio letter email TV web PR event social
  17. 17. Social media is the human connection via media
  18. 18. Social Media is all about relationships
  19. 19. Relationships help making B2B buying decisions
  20. 20. Listen Participate Reward Engage
  21. 21. Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture. SAP, 2007
  22. 22. Culture and way of working 80% 20% Tools
  23. 23. This is what we’re used to
  24. 24. Enterprise Media Public
  25. 25. ”Things have changed.” - Bob Dylan
  26. 26. Twitter Facebook YouTube Press Enterprise LinkedIn Radio, TV Blog Web
  27. 27. The media by functions Marketing, Visibility customer service Forum Enterprise Expertise, Collaboration, Open thought leadership innovation Closed Forum Secret
  28. 28. Utilization possibilities Marketing Customer Service Thought leadership Communication Recruiting
  29. 29. Social Media in B2B Marketing
  30. 30. Forrester: B2B buyers have very high social participation
  31. 31. McDonalds: ”Our head of social media is the customer”
  32. 32. Be open, invite participation, share Culture content, discuss Facebook, Twitter, YouTube, blogs, Tools wikis, forums, ...
  33. 33. “United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.” from Penn Olson
  34. 34. Premarketing Case UPM Raflatac RFID
  35. 35. ? #in aunch on June L http://lonewolflibrarian.files.wordpress.com/2009/10/future-intern
  36. 36. “Markets are Conversations” - The Cluetrain Manifesto
  37. 37. ”You can’t just say it. You have to get the people say it to each other.” - James Farley, CMO Ford
  38. 38. Owned, bought, earned reach earned bought owned control Ref: Daniel Goodall - Nokia
  39. 39. 25% of Ford’s marketing spend is on digital/social media
  40. 40. Ford is the only US auto company that didn’t take government loan
  41. 41. Communications
  42. 42. Scania Social Media Newsroom
  43. 43. Nokia Social Media Release
  44. 44. Corporate image & Recruiting
  45. 45. Ernst & Young Careers in Facebook
  46. 46. Dassault Systemes Communities
  47. 47. Customer Service
  48. 48. JetBlue - Twitter in customer service
  49. 49. Pitney Bowes user forum
  50. 50. Thought leadership
  51. 51. CEO’s blogs
  52. 52. ABB UK Instrumentation in SlideShare
  53. 53. Building ecosystems: GE and Siemens
  54. 54. GE ”Reports”: Blog, YouTube, Twitter, Flickr
  55. 55. Siemens unified open communications
  56. 56. Social Media and Crisis
  57. 57. Nokia Siemens Networks and Iran
  58. 58. Toyota Recall info, Digg and Twitter
  59. 59. Open innovation
  60. 60. Dell IdeaStorm
  61. 61. Procter & Gamble connect + develop
  62. 62. INTERNAL UTILIZATION
  63. 63. Email overload
  64. 64. Example: High school reunion and 50 emails
  65. 65. Email is not a collaboration tool!
  66. 66. Net generation is entering the workforce
  67. 67. Breaking the 50-foot rule
  68. 68. Needed: Easier communication, collaboration and sharing virtually
  69. 69. Social media tools Blogs Wikis Forums Social networking Social bookmarking Microblogging
  70. 70. Social media tools enable new ways of working
  71. 71. 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
  72. 72. Utilization areas Collaboration Internal communications Leadership Induction process Engaging employees Communities of practice
  73. 73. Example: Blogs and leadership
  74. 74. Example: Team collaboration
  75. 75. Example: Employee participation
  76. 76. Case Nokia: 4000 wikis, 100’s of blogs internally
  77. 77. Case British Telecom: BTPedia, Collaborate wikis, MyBT, Blog Central, News2.0
  78. 78. Making change happen Ways of working and culture 80% Tools 20%
  79. 79. Making change happen: Motivation & Ability
  80. 80. Case Telenor: Way of Work program
  81. 81. users IT Traditional model WoW users IT support Way of Working model
  82. 82. Supporting projects #1 Problem analysis #2 Tool selection and setup #3 Creating initial content #4 Training and kick-off #5 Coaching
  83. 83. Telenor - Network changes
  84. 84. How to make your intranet and culture social?
  85. 85. WHAT NEXT? - TAKING SOCIAL MEDIA INTO USE
  86. 86. Getting started #1: Build understanding
  87. 87. Getting started #1a: Get personally involved
  88. 88. Why should I invest the time to understand social media?
  89. 89. Getting started #2: Experiment
  90. 90. Getting started #3: Social media strategy
  91. 91. Pick tools according to goals Social Social Company media media strategy strategy tools
  92. 92. 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?
  93. 93. Getting started #4: Share learnings and raise awareness
  94. 94. Things to consider Ownership Resourcing Budgeting Pilots Support Social media policy and guides
  95. 95. Social media isn’t a campaign, you have to commit for the long haul
  96. 96. 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
  97. 97. 69% of companies have gained measurable benefits McKinsey study in 2009 - 1700 companies surveyed
  98. 98. Social Business Design
  99. 99. “Toto, I've got a feeling we're not in Kansas anymore.” - Dorothy in the movie Wizard of Oz
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