Panel presentation about Finnish examples of enterprise use of sociak media

1. Social media in Europe
Or rather in Finnish context
Matti 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

4. 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

5. Example: Finnair
• Small, regional airliner reinventing
itself
• “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:
Finnair's Rethink Quality and Quality Hunters Initiatives
Jarvenpaa, S.L.; Tuunainen, V.K., HICSS
2012, http://dx.doi.org/10.1109/HICSS.2012.166

6. Quality
Hunters
• 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

7. 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

9. And then something completely different
• More than 1000 Angry birds cake videos in YouTube
• 21 million FB fans…