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Social media in business use - a presentation for a Finnish b2b hightech company

Social media in business use - a presentation for a Finnish b2b hightech company

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    Social media in business use Social media in business use Presentation Transcript

    • Social Media in Business Use
      A presentation for a FinnishB2B Hightech Company
      Miia Äkkinen
      March 13th,2010
    • Miia Äkkinen
      PhDstudent at Aalto UniversitySchool of Economics
      Business technology / Information systems science
      PhDthesis: Social Media in Business Use
      Social Media Consultant, Meritext
      Social media presentations
      Social media workshops
      Background in sales and marketing at Basware
    • Social Business Design
      http://www.dachisgroup.com/social-business-design/practice-areas/
    • Social media for leads and sales
      http://socialmediatoday.com/SMC/176665
    • Find Facebook or die(Kauppalehti 6.2.2010)
      Company thatdenies the participatory media, inevitablydropsoff the competition.
      ”Picnic” – listenwhat is discussed on otherblankets and bringwine to the placeswherepeopleareeating.
      The companycan’tescapefromwhereit’scompetitors and customersare.
      It’s a big mentalchangethatknowledge is notownedanymorebut the honour is takenbysharing.
      Christina Forsgård, Netprofile Finland Oy
    • Peopletalkaboutyourproducts and services.
      Case: ”Day of the machineman” (Konemiehen arkea) / YouTube
      ”Youknow the Ponssemachines…”
      Listen. Listenwithtools. Show thatyou’relistening
    • Toolperspective
      Yougotherewhere the mostpeopleare
      Just nowFacebook a safechoice
      In Finland 2010 the amount of Facebook pages of companiesincreased a lot
      Toolschange, peoplemovefromoneservice to other business perspective!
    • http://searchengineoptimization.elliance.com/images/knowledge/Social-Media-Building.gif [28.11.2008]
    • Business Perspective
      Alignment
      Alignment
    • Social media objectives vs. tools
      Editedfrom http://www.slideshare.net/ronnieray/marketplane-social-media-webinar-april-2009-1373047 [2.3.2010]
    • Social media objectives vs. tools
      http://www.cmo.com/social-media/cmos-guide-social-media-landscape
    • Target group
      EngagementPyramid
      (Altimeter Group)
    • Company’swebsite, B2C vs. B2B
      http://searchengineoptimization.elliance.com/ [27.10.2008]
    • Case: Intelligrated
    • Case: Scania
    • Case: EMC
    • Case: Siemens PLM Software
    • Case: @SiemensPLM
    • Case: Texas Instruments
    • Case: Effectivenewsletter
      Getinformation (name & email)
      Providenewsletter and e.g. a freereport
      Automatednewsletter 1-2 times a month
      The customerwillcontactyouwhenhe/she is ready to buy
    • Whynewsletters?
      Peoplelike to buyfrom an expert
      A regularnewsletterkeepsyou in the customer’smind
      Customerwilltrustyou
      Personalityincreases the customerloyality
      Moredialogue and interactivitybetween the seller and the buyer
    • … cont.
      Place for sales
      Effectivecommunication
      Easy to test the effect of marketingcommunication (newsletter A vs. newsletter B)
      Differentation
      Automatedprocessgivesfreetime to sthelse
    • Great newsletter
      + suggestion
      ”Personalvoice”
      Target group
      Expertiseand knowledge
      Content of the newsletter
      Originally:Michael Katz http://www.bluepenguindevelopment.com/newsletters/2006_09_08.html
    • SMILE  - Key to Success
      Social customerthinking is smart.
      Market and measureconstantly.
      Invent, improve, innovate and stayinvolved.
      Listen to yourcustomers.
      Engageyourpotentialcustomers.
      http://www.thestrategyweb.com/smile-the-key-to-social-business-success [12.03.2010]
    • Thankyou!
      Questionsorcomments?
      Youcanfollow me on social media services:
      In English for my ownnetwork:
      Researchpath: http://akkinen.wordpress.com
      Facebook : http://www.facebook.com/miiaakkinensocialmedia
      Twitter: http://twitter.com/miiaakkinen
      In Finnish for Finnishorganizations:
      Meritextblog: http://meritext.wordpress.com
      Meritext FB: http://www.facebook.com/Meritext
      MeritextTwitter: http://twitter.com/meritext
      LinkedIn: http://fi.linkedin.com/in/miiaakkinen
      Email: miia.akkinen@meritext.fi