Social Media and B2B marketing
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Presentation from customer workshop on April 29th 2010
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Social Media and B2B marketing
- 1. Social Media and B2B marketing Workshop 29.4.2010 Marko Sykkö, Promener Oy promener
- 2. Marko Sykkö • Social Media and Marketing • Background in marketing communications and media, with 11 years of experience • Developed internal social media utilization in Nokia • Experience about Change Management in large organizations promener
- 3. What is Social Media?
- 4. Social Media ≠ Medium Photo: Rain on Window 3 by ToastyKen/ Flickr
- 5. print radio letter email TV web PR event social Nick Decrock: the Rainbow Theory
- 6. Social media is the human connection via media
- 7. Social Media is all about relationships
- 8. Relationships help making B2B buying decisions
- 9. Listen Participate Reward Engage
- 10. Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture. SAP, 2007
- 11. Culture and way of working 80% 20% Tools
- 12. This is what we’re used to
- 13. Enterprise Media Public
- 14. ”Things have changed.” - Bob Dylan
- 15. Twitter Facebook YouTube Press Enterprise LinkedIn Radio, TV Blog Web
- 16. The media by functions Marketing, Visibility customer service Forum Enterprise Expertise, Collaboration, Open thought leadership innovation Closed Forum Secret
- 17. Utilization possibilities Marketing Customer Service Thought leadership Communication Recruiting
- 18. Social Media in B2B Marketing
- 19. Forrester: B2B buyers have very high social participation
- 20. McDonalds: ”Our head of social media is the customer”
- 21. Be open, invite participation, share Culture content, discuss Facebook, Twitter, YouTube, blogs, Tools wikis, forums, ...
- 22. “United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.” from Penn Olson
- 23. Premarketing Case UPM Raflatac RFID
- 24. ? #in aunch on June L http://lonewolflibrarian.files.wordpress.com/2009/10/future-intern
- 25. “Markets are Conversations” - The Cluetrain Manifesto
- 26. ”You can’t just say it. You have to get the people say it to each other.” - James Farley, CMO Ford
- 27. Owned, bought, earned reach earned bought owned control Ref: Daniel Goodall - Nokia
- 28. 25% of Ford’s marketing spend is on digital/social media
- 29. Ford is the only US auto company that didn’t take government loan
- 30. Communications
- 31. Scania Social Media Newsroom
- 32. Nokia Social Media Release
- 34. Ernst & Young Careers in Facebook
- 36. Customer Service
- 37. JetBlue - Twitter in customer service
- 38. Pitney Bowes user forum
- 40. CEO’s blogs
- 41. ABB UK Instrumentation in SlideShare
- 42. Building ecosystems: GE and Siemens
- 43. GE ”Reports”: Blog, YouTube, Twitter, Flickr
- 44. Siemens unified open communications
- 45. Social Media and Crisis
- 46. If in crisis: Don’t ignore it. Don’t hide. Instead, acknowledge, listen.
- 47. Toyota Recall info, Digg and Twitter
- 48. Nestlé, Greenpeace, YouTube and Facebook
- 49. Open innovation
- 50. Dell IdeaStorm
- 51. Procter & Gamble connect + develop
- 52. We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. - Amara’s law
- 53. promener twitter.com/promeneroy facebook.com/promener