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Social media in enterprise amcis 09082012

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Panel presentation about Finnish examples of enterprise use of sociak media

Panel presentation about Finnish examples of enterprise use of sociak media

Published in: Business, Technology

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  • Christina Lund Sorensen (Denmark), Ella Marshall (United Kingdom), Warren Singh-Bartlett (Lebanon)and Wolfgang Wagner (Germany)
  • Transcript

    • 1. Social media in EuropeOr rather in Finnish contextMatti Rossi, Aalto School of Business
    • 2. Enterprise social media• Starting to gain traction• Digital media companies are willing and able• More traditional companies less so• Huge interest in formal social media tools – Yammer, SalesForce Chatter• Facebook, Twitter etc. often sanctioned – E.g. our school policy does not allow me to keep an FB page for our master’s program
    • 3. Some research statistics• 40 % of Finnish companies have a social media strategy• Facebook by far the most popular social media, 60 % of companies using social media use FB• YouTube second by 50 %, Twitter 30 % and blogging about 20%• Most companies in a testing phase• Source: Finnish advertisers union http://www.mainostajat.fi/mliitto/index.asp
    • 4. Example: Finnair• Small, regional airliner reinventingitself• “Finnair Runway” Blog: Contributions from Finnair employees and invited outsiders – Little customer discussion• Departure 2093 Campaign: Five Visions for Future Air Traffic – Purpose: to convey Finnair values of quality, freshness, and quality• Facebook for Service Delivery During Crises – Very useful during the Icelandic ash crisis Ref: Company Tactics for Customer Socialization with Social Media Technologies: Finnairs Rethink Quality and Quality Hunters Initiatives Jarvenpaa, S.L.; Tuunainen, V.K., HICSS 2012, http://dx.doi.org/10.1109/HICSS.2012.166
    • 5. QualityHunters• Purpose: use socialization agents to signal what quality is in air travel and engage customers in discussions• Outcomes: • 5300 applicants from 90 countries, much local PR • Over half a million blog visitors during two months • Many active participants were repeat (and from Finland) • Very few actual ideas for new product development
    • 6. Viral vs. official• Many companies have official policies etc. for social media• Most interesting things happening recently have been viral and usually not sanctioned by companies – Nestespoil.com is a Greenpeace site that mocks Neste Oil, a Finnish oil refiner – Neste tried to use Wipo to claim the web site – Huge backlash in social media – See: http://www.techdirt.com/articles/20120622/08055119434/greenpeac e-parody-site-censored-using-copyright-infringement-claim.shtml
    • 7. And then something completely different• More than 1000 Angry birds cake videos in YouTube• 21 million FB fans…