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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/
    View slide
  • Social media for leads and sales
    http://socialmediatoday.com/SMC/176665
    View slide
  • 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