Social Media 101 for Top Executives @tieke seminar

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A 15 minute quick overview of the nature of social media from B2B perspective. Presented by Janne Saarikko of Ekana Innovation at Tieke seminar.

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Social Media 101 for Top Executives @tieke seminar

  1. 1. Ekana Innovation - Passion for First - Janne Saarikko Business Creative. Marketing & Social Media Strategist. Consultant. Advisor. Public Speaker. Blogger. Serial Entrepreneur. Officenomad. TiekeVinkkejä ja Viiniä, June 12th, 2009 Ekana Innovation 2006 – 2009 www.ekana.fi
  2. 2. #restruct Internet. Social Media. Citizen Journalism. Enterprise2.0. Consumer2.0. Climate Change. Financial Crisis. Swine Flu. Open. Ekana Innovation 2006 – 2009 www.ekana.fi
  3. 3. World 2006 Competit ion Mission Brand Management Vision Brand Image Strategies Perception Customer Service Brand Perception R&D Marketing Company Sales Customer Production Portfolio Marketing Product Management Perception Pricing Place/Channel Positioning Packaging Peers Ekana Innovation 2006 – 2009 www.ekana.fi
  4. 4. World 2009 Mission Vision Management Brand Strategies R&D Marketing Company Community Community Image Brand Sales Customer Customer Service Community Community Product Management Portfolio Pricing Place/Channel Positioning Packaging Ekana Innovation 2006 – 2009 www.ekana.fi
  5. 5. Social Media is a playground Ekana Innovation 2006 – 2009 www.ekana.fi
  6. 6. Social media is an opportunity Ekana Innovation 2006 – 2009 www.ekana.fi
  7. 7. Social media is a high school recess. Ekana Innovation 2006 – 2009 www.ekana.fi
  8. 8. How do you survive there? Ekana Innovation 2006 – 2009 www.ekana.fi
  9. 9. By telling people that you are good? By making teacher to tell that to everyone? By being yourself – honest and fair? Ekana Innovation 2006 – 2009 www.ekana.fi
  10. 10. Social Media Marketing Social Media Communications Social Media Existence Ekana Innovation 2006 – 2009 www.ekana.fi
  11. 11. Company must find their place on the customer courtyard. Outcasts will be rejected. Ekana Innovation 2006 – 2009 www.ekana.fi
  12. 12. Future after #restruct Ekana Innovation 2006 – 2009 www.ekana.fi
  13. 13. Company ”brands” are becoming consumer brands Ekana Innovation 2006 – 2009 www.ekana.fi
  14. 14. Company website becomes a service center Ekana Innovation 2006 – 2009 www.ekana.fi
  15. 15. Marketing activities move to platforms, channels and communities Ekana Innovation 2006 – 2009 www.ekana.fi
  16. 16. Those who own top of mind in the communities are the winners Ekana Innovation 2006 – 2009 www.ekana.fi
  17. 17. To follow is futile. To exist is essential. Ekana Innovation 2006 – 2009 www.ekana.fi
  18. 18. Where to exist? • Company website for those who want the basic stuff – Background info, product details, sales (process) – the traditional web marketing stuff • Own community for those who are believers – If you have enough of them – Discussions, sharing, discussion on the company stuff • Existence in other communities (generic, even competition) – This is for creating awareness and trust – Right behaviour is the key – Dialogue, helping, openess, honesty, sharing, listening Ekana Innovation 2006 – 2009 www.ekana.fi
  19. 19. Who are we? • Use both real people and company accounts in different occasions • Use company account for official stuff, announcements, feeds and common sharing • Activite participation of top executives and experts is essential for extensive awareness, thought leadersship and top-of-mind • People see when someone is trying to marketing BS them Ekana Innovation 2006 – 2009 www.ekana.fi
  20. 20. You can’t stay out of social media • Decision to ”not go there” is not viable • If a company exists on the market, it exists on social media • The question is whether you can affect and contribute for more positivity and trust • Trusted position within the ecosystem allows more forgiveness in crisis situation Ekana Innovation 2006 – 2009 www.ekana.fi
  21. 21. Thanks for having me! www.ekana.fi ekana.wordpress.com Ekana Innovation 2006 – 2009 www.ekana.fi

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