Social Media in Business Use<br />A presentation for a FinnishB2B Hightech Company<br />Miia Äkkinen<br />March 13th,2010<...
Miia Äkkinen<br />PhDstudent at Aalto UniversitySchool of Economics<br />Business technology / Information systems science...
Social Business Design<br />http://www.dachisgroup.com/social-business-design/practice-areas/<br />
Social media for leads and sales<br />http://socialmediatoday.com/SMC/176665<br />
Find Facebook or die(Kauppalehti 6.2.2010)<br />Company thatdenies the participatory media, inevitablydropsoff the competi...
Peopletalkaboutyourproducts and services.<br />Case: ”Day of the machineman” (Konemiehen arkea) / YouTube<br />”Youknow th...
Toolperspective<br />Yougotherewhere the mostpeopleare<br />Just nowFacebook a safechoice<br />In Finland 2010 the amount ...
http://searchengineoptimization.elliance.com/images/knowledge/Social-Media-Building.gif  [28.11.2008]<br />
Business Perspective<br />Alignment<br />Alignment<br />
Social media objectives vs. tools<br />Editedfrom http://www.slideshare.net/ronnieray/marketplane-social-media-webinar-apr...
Social media objectives vs. tools<br />http://www.cmo.com/social-media/cmos-guide-social-media-landscape<br />
Target group<br />EngagementPyramid<br />(Altimeter Group)<br />
Company’swebsite, B2C vs. B2B<br />http://searchengineoptimization.elliance.com/ [27.10.2008]<br />
Case: Intelligrated<br />
Case: Scania<br />
Case: EMC<br />
Case: Siemens PLM Software<br />
Case: @SiemensPLM<br />
Case: Texas Instruments<br />
Case: Effectivenewsletter<br />Getinformation (name & email)<br />Providenewsletter and e.g. a freereport<br />Automatedne...
Whynewsletters?<br />Peoplelike to buyfrom an expert<br />A regularnewsletterkeepsyou in the customer’smind<br />Customerw...
… cont.	<br />Place for sales<br />Effectivecommunication<br />Easy to test the effect of marketingcommunication (newslett...
Great newsletter<br />+ suggestion<br />”Personalvoice”<br />Target group<br />Expertiseand knowledge<br />Content of the ...
SMILE  - Key to Success<br />Social customerthinking is smart.<br />  Market and measureconstantly.<br />Invent, improve,...
Thankyou!<br />Questionsorcomments?<br />Youcanfollow me on social media services:<br />In English for my ownnetwork:<br /...
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Social media in business use - a presentation for a Finnish b2b hightech company

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Social media in business use

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