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Social Media in B2B Companies

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