Social Media in B2B Companies
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Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client. External utilization part done and presented by Marko Sykkö from Promener / Tehostamo Consulting.
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Social Media in B2B Companies
- 1. Social Media in B2B Companies Harri Lakkala - Intosome Marko Sykkö - Promener
- 2. Harri Lakkala • Expert on social media and innovations • 6 years of experience with social media in enterprise context • Introduced blogs and wikis to Nokia Ltd • Plenty of experience on coaching teams, enhancing business processes, internal consulting • Nokia Innovation Award -05, Nokia Quality Award -08
- 3. Marko Sykkö • Social Media and Marketing professional • Background in marketing communications and media, with 11 years of experience • Created internal social media utilization in Nokia • Experience about Change Management in large organizations
- 5. 82% use Internet 82% use (almost) daily Ref: Statistics Finland
- 6. Consumers 82% research products and services 90% compare prices online Ref: Statistics Finland, TeliaSonera
- 7. B2B Buyers 68% follow social media for business purposes 90% for personal things Ref: Forrester Research
- 8. The Net is now Social photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pictfactory/2796367140/
- 9. 400 million globally 1.6 million in Finland 300 000 companies Ref: Facebakers.com
- 10. “Markets are Conversations” - The Cluetrain Manifesto
- 11. Conversations take place - You can only choose to participate or not photo: http://www.flickr.com/photos/pingu1963/2528846002/
- 12. Utilization areas Partners Organization Employees Customers
- 14. What is Social Media?
- 15. Social Media ≠ Medium Photo: Rain on Window 3 by ToastyKen/ Flickr
- 16. print radio letter email TV web PR event social
- 17. Social media is the human connection via media
- 18. Social Media is all about relationships
- 19. Relationships help making B2B buying decisions
- 20. Listen Participate Reward Engage
- 21. Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture. SAP, 2007
- 22. Culture and way of working 80% 20% Tools
- 23. This is what we’re used to
- 24. Enterprise Media Public
- 25. ”Things have changed.” - Bob Dylan
- 26. Twitter Facebook YouTube Press Enterprise LinkedIn Radio, TV Blog Web
- 27. The media by functions Marketing, Visibility customer service Forum Enterprise Expertise, Collaboration, Open thought leadership innovation Closed Forum Secret
- 28. Utilization possibilities Marketing Customer Service Thought leadership Communication Recruiting
- 29. Social Media in B2B Marketing
- 30. Forrester: B2B buyers have very high social participation
- 31. McDonalds: ”Our head of social media is the customer”
- 32. Be open, invite participation, share Culture content, discuss Facebook, Twitter, YouTube, blogs, Tools wikis, forums, ...
- 33. “United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.” from Penn Olson
- 34. Premarketing Case UPM Raflatac RFID
- 35. ? #in aunch on June L http://lonewolflibrarian.files.wordpress.com/2009/10/future-intern
- 36. “Markets are Conversations” - The Cluetrain Manifesto
- 37. ”You can’t just say it. You have to get the people say it to each other.” - James Farley, CMO Ford
- 38. Owned, bought, earned reach earned bought owned control Ref: Daniel Goodall - Nokia
- 39. 25% of Ford’s marketing spend is on digital/social media
- 40. Ford is the only US auto company that didn’t take government loan
- 41. Communications
- 42. Scania Social Media Newsroom
- 43. Nokia Social Media Release
- 45. Ernst & Young Careers in Facebook
- 47. Customer Service
- 48. JetBlue - Twitter in customer service
- 49. Pitney Bowes user forum
- 51. CEO’s blogs
- 52. ABB UK Instrumentation in SlideShare
- 53. Building ecosystems: GE and Siemens
- 54. GE ”Reports”: Blog, YouTube, Twitter, Flickr
- 55. Siemens unified open communications
- 56. Social Media and Crisis
- 57. Nokia Siemens Networks and Iran
- 58. Toyota Recall info, Digg and Twitter
- 60. Open innovation
- 61. Dell IdeaStorm
- 62. Procter & Gamble connect + develop
- 65. Email overload
- 66. Example: High school reunion and 50 emails
- 67. Email is not a collaboration tool!
- 68. Net generation is entering the workforce
- 69. Breaking the 50-foot rule
- 70. Needed: Easier communication, collaboration and sharing virtually
- 71. Social media tools Blogs Wikis Forums Social networking Social bookmarking Microblogging
- 72. Social media tools enable new ways of working
- 73. Commu- instant nication email blogs messaging local document Content wikis documents repositories Coordi- F2F online online nation meetings meetings processes Stage 1 Stage 2 Stage 3
- 74. Utilization areas Collaboration Internal communications Leadership Induction process Engaging employees Communities of practice
- 78. Case Nokia: 4000 wikis, 100’s of blogs internally
- 79. Case British Telecom: BTPedia, Collaborate wikis, MyBT, Blog Central, News2.0
- 80. Making change happen Ways of working and culture 80% Tools 20%
- 81. Making change happen: Motivation & Ability
- 82. Case Telenor: Way of Work program
- 83. users IT Traditional model WoW users IT support Way of Working model
- 84. Supporting projects #1 Problem analysis #2 Tool selection and setup #3 Creating initial content #4 Training and kick-off #5 Coaching
- 85. Telenor - Network changes
- 86. How to make your intranet and culture social?
- 87. WHAT NEXT? - TAKING SOCIAL MEDIA INTO USE
- 88. Getting started #1: Build understanding
- 89. Getting started #1a: Get personally involved
- 90. Why should I invest the time to understand social media?
- 92. Getting started #3: Social media strategy
- 93. Pick tools according to goals Social Social Company media media strategy strategy tools
- 94. Strategy creation Audience Consider the target group What are you trying to Objectives achieve? How will you get to the Roadmap target state? What services and tools Technology to use?
- 95. Getting started #4: Share learnings and raise awareness
- 96. Things to consider Ownership Resourcing Budgeting Pilots Support Social media policy and guides
- 97. Social media isn’t a campaign, you have to commit for the long haul
- 98. Improving productivity Automation Enabling collaboration and participation Web 2.0 tools and approaches Traditional IT systems 2009 Ref: The McKinsey Quarterly - Six ways to make Web 2.0 work
- 99. 69% of companies have gained measurable benefits McKinsey study in 2009 - 1700 companies surveyed
- 101. “Toto, I've got a feeling we're not in Kansas anymore.” - Dorothy in the movie Wizard of Oz