Social Media and B2B marketing

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Presentation from customer workshop on April 29th 2010

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Social Media and B2B marketing

  1. 1. Social Media and B2B marketing Workshop 29.4.2010 Marko Sykkö, Promener Oy promener
  2. 2. Marko Sykkö • Social Media and Marketing • Background in marketing communications and media, with 11 years of experience • Developed internal social media utilization in Nokia • Experience about Change Management in large organizations promener
  3. 3. What is Social Media?
  4. 4. Social Media ≠ Medium Photo: Rain on Window 3 by ToastyKen/ Flickr
  5. 5. print radio letter email TV web PR event social Nick Decrock: the Rainbow Theory
  6. 6. Social media is the human connection via media
  7. 7. Social Media is all about relationships
  8. 8. Relationships help making B2B buying decisions
  9. 9. Listen Participate Reward Engage
  10. 10. Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture. SAP, 2007
  11. 11. Culture and way of working 80% 20% Tools
  12. 12. This is what we’re used to
  13. 13. Enterprise Media Public
  14. 14. ”Things have changed.” - Bob Dylan
  15. 15. Twitter Facebook YouTube Press Enterprise LinkedIn Radio, TV Blog Web
  16. 16. The media by functions Marketing, Visibility customer service Forum Enterprise Expertise, Collaboration, Open thought leadership innovation Closed Forum Secret
  17. 17. Utilization possibilities Marketing Customer Service Thought leadership Communication Recruiting
  18. 18. Social Media in B2B Marketing
  19. 19. Forrester: B2B buyers have very high social participation
  20. 20. McDonalds: ”Our head of social media is the customer”
  21. 21. Be open, invite participation, share Culture content, discuss Facebook, Twitter, YouTube, blogs, Tools wikis, forums, ...
  22. 22. “United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.” from Penn Olson
  23. 23. Premarketing Case UPM Raflatac RFID
  24. 24. ? #in aunch on June L http://lonewolflibrarian.files.wordpress.com/2009/10/future-intern
  25. 25. “Markets are Conversations” - The Cluetrain Manifesto
  26. 26. ”You can’t just say it. You have to get the people say it to each other.” - James Farley, CMO Ford
  27. 27. Owned, bought, earned reach earned bought owned control Ref: Daniel Goodall - Nokia
  28. 28. 25% of Ford’s marketing spend is on digital/social media
  29. 29. Ford is the only US auto company that didn’t take government loan
  30. 30. Communications
  31. 31. Scania Social Media Newsroom
  32. 32. Nokia Social Media Release
  33. 33. Corporate image & Recruiting
  34. 34. Ernst & Young Careers in Facebook
  35. 35. Dassault Systemes Communities
  36. 36. Customer Service
  37. 37. JetBlue - Twitter in customer service
  38. 38. Pitney Bowes user forum
  39. 39. Thought leadership
  40. 40. CEO’s blogs
  41. 41. ABB UK Instrumentation in SlideShare
  42. 42. Building ecosystems: GE and Siemens
  43. 43. GE ”Reports”: Blog, YouTube, Twitter, Flickr
  44. 44. Siemens unified open communications
  45. 45. Social Media and Crisis
  46. 46. If in crisis: Don’t ignore it. Don’t hide. Instead, acknowledge, listen.
  47. 47. Toyota Recall info, Digg and Twitter
  48. 48. Nestlé, Greenpeace, YouTube and Facebook
  49. 49. Open innovation
  50. 50. Dell IdeaStorm
  51. 51. Procter & Gamble connect + develop
  52. 52. We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. - Amara’s law
  53. 53. promener twitter.com/promeneroy facebook.com/promener

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