Social Media in B2B Companies

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

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, TeliaSonera

B2B Buyers 68% follow social media for business purposes 90% for personal things Ref: Forrester Research

The Net is now Social photos: http://www.ﬂickr.com/photos/frozenchipmunk/55759117/ & http://www.ﬂickr.com/photos/pictfactory/2796367140/

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/pingu1963/2528846002/

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. 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 http://lonewolﬂibrarian.ﬁles.wordpress.com/2009/10/future-intern

“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

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 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?

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 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

http://www.slideshare.net	154
http://sveja-idea.com	94
http://www.entrepriseglobale.biz	65
http://intosome.wordpress.com	46
http://marketinger.blog.hu	30
http://www.olafmolenaar.com	18
http://sokolinski.posterous.com	14
http://hiddentreasure2.blogspot.com	11
http://sarantosm.com	11
http://oliviertripet.com	5
http://www.lmodules.com	5
http://marketinger.nublog.hu	5
http://class.sjcny.edu	4
http://webcache.googleusercontent.com	4
http://b-spirit.com	3
http://li185-139.members.linode.com	2
http://www.blog.tobe-advertising.com	2
http://marjamaki.wordpress.com	1
http://meirelesasdrubal.blogspot.com	1
http://www.profesjonalnaprezentacja.pl	1
http://hiddentreasure2.blogspot.ca	1

Social Media in B2B Companies

by Harri Lakkala on May 10, 2010

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Social Media in B2B Companies — Presentation Transcript