Potential of social media in the customer interface of innovation processJari Jussila
Potential of social media in the customer interface of innovation process presentation at EBRF 2010 conference. Authors: Jari Jussila, Hannu Kärkkäinen, Hanna Nordlund
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media's possibilities in business-to-business customer interaction in innovation process. Presented at XXII ISPIM Conference June 2011 Hamburg. Authors: Jari Jussila, Hannu Kärkkäinen and Maija Leino. Original abstract title:Social Media's Possibilities for Improving Business-to-Business Customer Interaction and Understanding. Taken from The Proceedings of the XXII ISPIM Conference held in Hamburg, Germany - 12-15 June 2011 ISBN 978-952-265-092-4. The full paper and/or presentation is available to current members of ISPIM who must log in to the Members Section of http://www.ispim.org
Leadership and businesses are always looking for new ways to understand and respond to customer needs. Social media analytics
gives us a snapshot of these needs from insights gained from online conversations. It has the capacity to capture customer
information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive
analytic techniques that help corporations manage the brand and reputation products and services. Despite the benefits, it can
be a challenge defining an effective social media strategy.
Learning Objective: This workshop will explore effective tools, for building, interpreting and using metrics to understand and
respond to the needs of your customers.
Outcomes- At the end of this workshop, participants will be able to:
a. Explore how social media helps corporation predict trends
b. Examine how information and data is analyzed
c. Identify which types of industries can benefit from social media analytics
d. List steps for choosing and implementing a social media strategy
e. Explore how this tool can help seasoned and emerging leaders looking to increase value
Potential of social media in the customer interface of innovation processJari Jussila
Potential of social media in the customer interface of innovation process presentation at EBRF 2010 conference. Authors: Jari Jussila, Hannu Kärkkäinen, Hanna Nordlund
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media's possibilities in business-to-business customer interaction in innovation process. Presented at XXII ISPIM Conference June 2011 Hamburg. Authors: Jari Jussila, Hannu Kärkkäinen and Maija Leino. Original abstract title:Social Media's Possibilities for Improving Business-to-Business Customer Interaction and Understanding. Taken from The Proceedings of the XXII ISPIM Conference held in Hamburg, Germany - 12-15 June 2011 ISBN 978-952-265-092-4. The full paper and/or presentation is available to current members of ISPIM who must log in to the Members Section of http://www.ispim.org
Leadership and businesses are always looking for new ways to understand and respond to customer needs. Social media analytics
gives us a snapshot of these needs from insights gained from online conversations. It has the capacity to capture customer
information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive
analytic techniques that help corporations manage the brand and reputation products and services. Despite the benefits, it can
be a challenge defining an effective social media strategy.
Learning Objective: This workshop will explore effective tools, for building, interpreting and using metrics to understand and
respond to the needs of your customers.
Outcomes- At the end of this workshop, participants will be able to:
a. Explore how social media helps corporation predict trends
b. Examine how information and data is analyzed
c. Identify which types of industries can benefit from social media analytics
d. List steps for choosing and implementing a social media strategy
e. Explore how this tool can help seasoned and emerging leaders looking to increase value
Case study: IBM's journey to becoming a social business (September 2012)Rowan Hetherington
MBA, Change management, Communications and IT students around the world are learning about social networking tools and the potential benefits of applying these tools within an organisational context.
Articles on this topic quickly become out of date, due to the speed of progress in this rapidly emerging area.
This case study provides information, current as at September 2012, about IBM's journey to becoming a social business.
Using Social Business to Drive Innovation at Standard LifeIBM Sverige
Throughout 2010 and early 2011, Standard Life has been rolling out a program to put in place a scalable digital enabling technology foundation based on IBM WebSphere Portal. The solution offers both business services for independent financial advisors and retail services for customers. The investment made by Standard Life came while delivering a new visual identity for the organization. Join this session to understand the business drivers, audience demographics, and how this organization successfully combined their digital strategy with the business case for WebSphere Portal as enabling technology, resulting in multiple business propositions to be developed in parallel. Learn how the enhanced digital platform integrates key data sources, web analytics, collaboration, and social channels leading to improved employee productivity, advisor, and customer service levels.
Simon Quinton, Director of Delivery, Ascendant Europe
Shortlisted submission for 2016 CEB Internal Communications Awards in the Innovations in Digital, Social and Mobile category. Winner to be announced November, 2016.
The Expanding Role of Chatbots in Enterprise CollaborationCognizant
Smart virtual personal assistants are set to change the dynamics of enterprise collaboration. The ongoing integration of chatbots into a popular collaboration platform provides a look at what the future may hold.
How to select Enterprise Social Network (ESN) Vendor (July13)KINSHIP enterprise
The Enterprise Social Network (ESN) meets a desired set of target features that's believed to be desired within the organisation, such as employee profiles, document sharing, microblogging, news feeds, file syncing, or mobile knowledge access, along with supporting technical capabilities like application integration, search, administration consoles, and governance features.
The ESN meets a more abstract set of business requirements, selected to address a list of
long- standing functional challenges, e.g. increasing employee engagement, enhancing collaboration, better access to knowledge, reducing travel costs, speeding up business processes, or enabling the future of work.
Online Communities For Associations: The Power of NowLeader Networks
Associations are one of the strongest candidates for online communities because they are able to accelerate member-care efforts, which is at the core of the association model. This plenary session, presented in April 2012 at the Digital Now conference in Orlando, FL addressed an audience of of association leadership.
Case Study: How Wealth Managers are Building Business Through Social
Presented by: Joanna Belbey, Social Media and Compliance Specialist, Actiance, Inc
www.bdionline.com
Building a Recommendation Platform For E-Commerce Businesses Based on Hybrid ...Ioannis Mandourarakis
We propose an automatic recommendation platform for e-commerce businesses based on multicriteria analysis and hybrid content-based - collaborative filtering, tailored to e-shops and cross-product category analysis, build with Web 2.0 concepts in mind. We are going to describe the input variables as well as methods to obtain them without frustrating customers, possible ways to pre-process the data and create a common query interface, suggest the recommendations output across a variety of scenarios and finally discuss metrics that can be used to measure the real return of the system.
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
Risk Mitigation in Social Media MarketingBernie Borges
Common risk factors in social media marketing and how to minimize them, presented by Bernie Borges of Find and Convert at the Internet & Technology Summit, June 22, 2010, Orlando, FL.
Case study: IBM's journey to becoming a social business (September 2012)Rowan Hetherington
MBA, Change management, Communications and IT students around the world are learning about social networking tools and the potential benefits of applying these tools within an organisational context.
Articles on this topic quickly become out of date, due to the speed of progress in this rapidly emerging area.
This case study provides information, current as at September 2012, about IBM's journey to becoming a social business.
Using Social Business to Drive Innovation at Standard LifeIBM Sverige
Throughout 2010 and early 2011, Standard Life has been rolling out a program to put in place a scalable digital enabling technology foundation based on IBM WebSphere Portal. The solution offers both business services for independent financial advisors and retail services for customers. The investment made by Standard Life came while delivering a new visual identity for the organization. Join this session to understand the business drivers, audience demographics, and how this organization successfully combined their digital strategy with the business case for WebSphere Portal as enabling technology, resulting in multiple business propositions to be developed in parallel. Learn how the enhanced digital platform integrates key data sources, web analytics, collaboration, and social channels leading to improved employee productivity, advisor, and customer service levels.
Simon Quinton, Director of Delivery, Ascendant Europe
Shortlisted submission for 2016 CEB Internal Communications Awards in the Innovations in Digital, Social and Mobile category. Winner to be announced November, 2016.
The Expanding Role of Chatbots in Enterprise CollaborationCognizant
Smart virtual personal assistants are set to change the dynamics of enterprise collaboration. The ongoing integration of chatbots into a popular collaboration platform provides a look at what the future may hold.
How to select Enterprise Social Network (ESN) Vendor (July13)KINSHIP enterprise
The Enterprise Social Network (ESN) meets a desired set of target features that's believed to be desired within the organisation, such as employee profiles, document sharing, microblogging, news feeds, file syncing, or mobile knowledge access, along with supporting technical capabilities like application integration, search, administration consoles, and governance features.
The ESN meets a more abstract set of business requirements, selected to address a list of
long- standing functional challenges, e.g. increasing employee engagement, enhancing collaboration, better access to knowledge, reducing travel costs, speeding up business processes, or enabling the future of work.
Online Communities For Associations: The Power of NowLeader Networks
Associations are one of the strongest candidates for online communities because they are able to accelerate member-care efforts, which is at the core of the association model. This plenary session, presented in April 2012 at the Digital Now conference in Orlando, FL addressed an audience of of association leadership.
Case Study: How Wealth Managers are Building Business Through Social
Presented by: Joanna Belbey, Social Media and Compliance Specialist, Actiance, Inc
www.bdionline.com
Building a Recommendation Platform For E-Commerce Businesses Based on Hybrid ...Ioannis Mandourarakis
We propose an automatic recommendation platform for e-commerce businesses based on multicriteria analysis and hybrid content-based - collaborative filtering, tailored to e-shops and cross-product category analysis, build with Web 2.0 concepts in mind. We are going to describe the input variables as well as methods to obtain them without frustrating customers, possible ways to pre-process the data and create a common query interface, suggest the recommendations output across a variety of scenarios and finally discuss metrics that can be used to measure the real return of the system.
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
Risk Mitigation in Social Media MarketingBernie Borges
Common risk factors in social media marketing and how to minimize them, presented by Bernie Borges of Find and Convert at the Internet & Technology Summit, June 22, 2010, Orlando, FL.
Dos and Don'ts of Social Media for Real EstateDoug Devitre
View some of the Dos and Don'ts of Social Media for Real Estate. This will help you save some of the common mistakes some people make when first starting out.
Social media Risk Management Presentation Sample (Animations don't work in sl...Alexander Larsen
An introduction to social media, the types of risks it can cause, some business solutions to mitigating the risks and protecting your company reputation, as well as how it can be used as a tool for successful business continuity and risk management functions.
Social media marketing. Do's and dont's of social media. Andrea DeCaro & Chris DeCaro @kneadle and Marieke Hensel @hensel presented this at the Fullerton Chamber for Young Professionals about New Media marketing.
Media and Information Literacy (MIL) - 6. Media and Information Languages (Pa...Arniel Ping
Media and Information Literacy (MIL)
Topic:
I- Video Project
A. Camera Techniques
B. Treatment
C. Storyboard
Objectives
At the end of the lesson, learners should be able to:
a. discuss the different camera techniques in film making;
b. produce a video treatment and a storyboard for a 30-50 seconds story applying the different camera techniques;
c. shoot and edit the video using a smartphone (mobile applications);
d. share their video in the class; and
e. value the importance of video treatment and storyboard in video project.
Want to know what you should be doing for your social media strategy verse the things you should stop doing? We've listed some of our favorite tips for Facebook, Twitter, Linkedin and Pinterest right here...what do's and don'ts woud you add?
Media and Information Literacy (MIL) 2. The Evolution of Traditional to New M...Arniel Ping
Learning Competencies
Learners will be able to…
1. identify traditional media and new media and their relationships (MIL11/12EMIL-IIIb-5);
2. compare “Medium is the Message” by McLuhan with cultural determinism (SSHS);
3. search latest theory on information and media (MIL11/12EMIL-IIIb-7);
4. discuss the Normative Theories of the Press (SSHS); and
5. evaluate the type of media in the Philippines using the Normative Theories of the Press (SSHS).
Topic Outline
I. The Evolution from Traditional to New Media
A. Traditional vs. New Media
B. Media is the Message vs. Cultural Determinism
C. Normative Theories of the Press
Comprehensive overview of five social media tools, rules of the road and social media metrics for the Louisville chapter of the American Marketing Association.
If you are like most marketers, you are tired of hearing about “social media.” Listening to people go on and on about Facebook, Twitter and LinkedIn, but never putting their importance into perspective. Has anyone ever shown you specific good and bad examples of execution? Explained how what could work brilliantly in one medium can fail miserably in another? What should you do yourself and what might be best left to the pro’s; how to connect your activities without a cookie cutter approach and more.
Media and Information Literacy (MIL) - 8. Opportunities ,Challenges, and Powe...Arniel Ping
Content
8. Opportunities, Challenges, and Power of Media and Information
a. Economic, Educational,
Social, and Political
b. Threats, Risks, Abuse, and
Misuse
Learning Competencies
The students will be able to…
1. realize opportunities and challenges in media and information (MIL11/12OCP-IIIh-24);
2. create infographics showing opportunities and challenges in media and information (SSHS); and
3. research and cite recent examples of the power of media and information to affect change (MIL11/12OCP-IIIh-25)
Media and Information Literacy (MIL) - 1. Introduction to Media and Informati...Arniel Ping
Introduction to Media and Information Literacy (Part 1)
The learners will be able to…
1. describe the nature of communication and the concepts related to it (SSHS);
2. describe how communication is affected by media and information (MIL11/12IMIL-IIIa and
3. identify the similarities and differences of media literacy, information literacy, and technology literacy (MIL11/12IMIL-IIIa-2).
Topic Outline
I- Introduction to Media and Information Literacy
A- Communication
1. Definitions
2. Communication Models
3. How Media and Information affect Communication
4. Media Literacy, Information Literacy, Technology (Digital) Literacy
Collaborative Conversations: Using social media in product managementBrainmates Pty Limited
Social media presents many opportunities and challenges for product managers.
In this presentation brainmates outlines how how social media is being used by to help define, develop, deploy and maintain products and services.
How to leverage B2B social networking with standard seattle 2010The Oren Group
Describes why adopting social media in B2B marketing is a must in today's markets. Provides examples of how leading companies like:Cisco, Dell, Intel and IBM are leveraging social media to generate new business, cultivate relationship with existing customers and increase share -of -voice in their industries
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
What you need to know about Enterprise 2.0 before implementing social featuresOliver Wirkus
This session provides an overview of how Web 1.0 evolved into Enterprise 2.0. It covers why huge Social Media platforms are successful and how to best use their success story to implement social media features in an organizational Office 365 tenant.
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesCognizant
As Facebook, Twitter and other social tools go mainstream, retailers must tap these rich pools of consumer-generated data to make more strategic buying, stocking and selling decisions.
Kohti kokonaisvaltaista ja transformatiivista pedagogiikkaa.pdfJari Jussila
Kohti kokonaisvaltaista ja transformatiivista pedagogiikkaa: Sustainable Product Development Project tapausesimerkkinä transformatiivisesta pedagogiikasta. Pedaforum 2024 esitys 6.6.2024, Jari Jussila & Mona-Anitta Riihimäki.
Open Data and Standard APIs learning material for iCOINS: Industry 4.0 competences for SMEs - Awareness raising tools - project. The iCOINS project aimed at developing common EU competences for raising awareness of SMEs on Industry 4.0 through an innovative Training Course. The primary target groups are VET teachers, trainers and mentors. Additionally, iCOINS serves the needs of SMEs staff, higher education staff and students, vocational institutions, vocational higher education institutions/teachers, public administration staff.
Cognitive computing approaches for human activity recognitionJari Jussila
Cognitive computing approaches for human activity recognition from tweets - A case study of Twitter marketing campaign. Presentation at Rii Forum, April 25, 2019, Rome.
Towards ecosystem for research and development of electrodermal activity appl...Jari Jussila
Towards ecosystem for research and development of electrodermal activity applications, presentation at Academic Mindtrek Conference 2018, October 10, Tampere. Authors Jari Jussila, Niina Venho, Henna Salonius, Jarkko Moilanen, Jari Liukkonen & Mikael Rinnetmäki.
Visualising maritime vessel open data for better situational awareness in ice...Jari Jussila
Visualising maritime vessel open data for better situational awareness in ice conditions. Authors: Jari Jussila, Timo Lehtonen, Jari Laitinen, Markus Makkonen & Lauri Frank. Academic Mindtrek Conference 2018, October 10.
Application for pre-processing and visualization of electrodermal activity we...Jari Jussila
Application for pre-processing and visualization of electrodermal activity wearable data, presentation at 12.6.2017 13:15-14:45 Sonaatti 2, Tampere Hall, Tampere, Finland. EMBEC 2017 conference track on Data Based Analytics in Health care: From Sensors to Big Data.
A bibliometric study on authorship trends and research themes Jari Jussila
A bibliometric study on authorship trends and research themes in knowledge management literature - presentation at IFKAD 2017 Conference 7 June 2017, Saint Petersburg, Russia
Rakennetun ympäristön sähköinen asiointipalvelu kuntien tiedolla johtamis...Jari Jussila
Jussila, J., Sillanpää, V., Helander, N., Lehtonen, T. and Krekola, L. (2016). Rakennetun ympäristön sähköinen asiointipalvelu kuntien tiedolla johtamisen vauhdittajana. Tietoasiantuntija. Vol 31, Nro 5, pp. 22-23.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Benefits of Social Media in Business-to-Business Customer Interface in Innovation
1. 1
Benefits of Social Media in
Business-to-Business
Customer Interface in
Innovation
Jari Jussila
Tampere University of Technology
Hannu Kärkkäinen
Tampere University of Technology
Maija Leino
Tampere University of Technology
Jari Jussila, Hannu Kärkkäinen, Maija Leino
2. 2
Definition of social media and web 2.0
• Web 2.0 means technologies that enable users to communicate, create
content and share it with each other via communities, social networks and
virtual worlds, making it easier than before.
• They also make it easier to have real life experiences in virtual worlds
and to organize content on the internet with content aggregators.
(Lehtimäki et al., 2009)
• Such tools and technologies emphasize the power of users to select,
filter, publish and edit information (Tredinnick, 2006), as well as to
participate in the creation of content in social media.
• According to Constantinides and Fountain (2008), "Web 2.0 is a collection
of open-source, interactive and user-controlled online applications
expanding the experiences, knowledge and market power of the users as
participants in business and social processes. “
• “Web 2.0 applications support the creation of informal users’ networks
facilitating the flow of ideas and knowledge by allowing the efficient
generation, dissemination, sharing and editing / refining of informational
content."
Jari Jussila, Hannu Kärkkäinen, Maija Leino
3. 3
Goals, objectives and limitations
• To study and analyse the role, benefits and pragmatic company examples of social
media from business-to-business innovation and related customer interface
perspective, and to create a more comprehensive picture of the possibilities of social
media for the business-to-business sector
• More specifically, we want to understand
• what is the status of social media research in business-to-business innovation and related
customer interface
• which type of benefits can social media bring for business-to-business innovation in the
different phases of the innovation process?
• what broader classes of innovation –related benefits social media can provide for B2B
companies
Customers
B2B
Employees
Company
Customer interface Partners
Jari Jussila, Hannu Kärkkäinen, Maija Leino
4. 4
Focus on B2B
(Business-to-Business) sector
• Important starting points: large part of B2B’s consider social media as “something
that is out there but is not for us” (Finnish and international studies; conferences,
seminars, etc.); lack of suitable cases major factor hindering adoption in B2B’s
• B2C (Business-to-consumer) social media already has much research; e.g.
crowdsourcing (outsourcing to crowds) approaches well applicable and useful
when large masses of users, or crowds, can be engaged
• However, B2B social media research is scarce; B2B differs significantly from B2C
context considering the use and usefulness of social media, and “huge masses” of
customers seldom exist that would allow crowdsourcing types of approaches
• Key factors (both challenges and opportunities for social media) affecting B2B
interaction
• fewer customers and more in depth customer relationships in B2B’s
• gatekeeper persons between customers and B2B’s
• IPR and information security issues also affect B2B interaction between customers, etc.
• Since the above issues have to be taken into consideration, customer interactions
often take very different shapes in B2B’s than in B2C’s.
Jari Jussila, Hannu Kärkkäinen, Maija Leino
5. 5
Customer roles in innovation – more
than buyer?
• In the first innovation process phase customers can be regarded as a
Resource
• i.e. the source of ideas or need –related information
• In the second phase customers can be regarded as Co-creators
• Co-creation can include for example validation of product architectural choices,
design and prioritization of product features, specification of product interface
requirements and establishment of development process priorities and metrics
with customers
• In the final phase customers can be regarded as Buyers and/or (End)Users
or as Product
• the focus of Buyer role is on converting potential customers into actual customers
• Users role suggests that companies can receive valuable contributions in product
testing and product support from customers
• customer as Product means that the ultimate outcome of the innovation process
or the following transformation process is change in behavior or condition of the
customer, i.e. the customer both experiences transformation activities and
becomes the final stage of the transformation process
Jari Jussila, Hannu Kärkkäinen, Maija Leino 22.5.2012
6. 6
Method
In order to get a larger picture => a systematic literature review:
• Databases Scirus, ABI, Emerald, ScienceDirect and EBSCO
• Main search term combinations: impact and social media, impact and social
media and B2B, value and social media, value and social media and B2B,
measurement and social media and B2B, measurement of social media, ROI and
social media, ROI and social media and B2B, ROI of social media
• In addition to the above, we made searches concerning individual web 2.0 -
related tools, such as wikis, blogs, Twitter, LinkedIn, etc. in the specific context of
B2B, using various combinations of search terms and above research databases
• A total of 414 were first received as a result, and then skimmed for relevance and
43 reviewed in more detail
• We searched and discovered some additional references by searching forward
and backward referencing of the most relevant discovered articles.
• In addition, authoritative blogs and books used as additional sources to extend
the literature review to cover more business-to-business examples (shown in
results)
Jari Jussila, Hannu Kärkkäinen, Maija Leino
7. 7
Results
• We were able to find more than twenty studies or cases that reported benefits
of using social media in the customer interface of innovation in business-to-
business companies [Table 1]
• Eight were journal articles (1), five authorative books, one research report and
three blog articles (2)
• We were able to find social media –related benefits for four customer roles:
resource (R), co-creator (C), user (U), buyer (B)
• In some cases, it was not fully clear in which innovation process phases and
exact tasks the tools and approaches had been utilized *
• The type and the explicitness of reporting in found references for social media
benefits in innovation: shown in superscript in references
[(1),(2),(R),(C),(U),(B)*,]
• Despite the mentioned challenges, we were able find a relatively large variety
of different approaches and following benefits for social media use in B2B’s
and their customer interface.
Jari Jussila, Hannu Kärkkäinen, Maija Leino
8. Applications Front end Development phase Commercialization
Blogs Obtaining customer feedback and customer need data more Cisco achieved 75 % cost savings and increased 8
favorably than by traditional marketing methods, also in the case customer interaction by virtual product launches through
of anonymous blogs it is possible to receive unfiltered (candid blogs [6] (2) (B). Real time user feedback concerning
and uncensored) information from customers [62] (1) [5] (1) (R) products [62] (1) (U), Hinda Incentives blog has
increased traffic to the company website by about 15 %,
in addition 1 000 visits a month with subscribers from at
least 30 different customers to the blog. [13] (2) (B)
Microblogs Obtaining real time and honest feedback [28] (2) (R) Faster communications with customers [42] (1)* (U),
Twitter increased brand exposure as cost effectively as
newsletter and more effectively than other media, Think
Big event marketing campaign on Twitter resulted in
increase of Twitter followers from 0 to 1540 in 1 day, 15
% of traffic to the blog and promotional pages from social
media, with an effect of nearly 5 % to ticket sales (B),
Twitter in CorePurpose marketing resulted in converting
contacts to customers at a higher rate in 1 year than
traditional marketing strategies in first 7 years of
operation [61] (2) (B)
Wikis Quicker capture of ideas, also enable asynchronous GoodWater Inc achieved 85 % ROI in investing blogging, Wiki Sharing ideas on commercialization and obtaining
distributed brainstorming [63] (1) (R) and social networking platform for internal collaboration. By feedback from customer [63] (1) (U), OSIsoft improved
means of the wikis, over 400 product features were described the solving time of customer problems by 22 % by
as a response to customers’ requests [51] (1) (R) sharing customer service info using Wikis [37] (2) (U)
Mashups Mashups in improving customer enhancement requests. Mashups in improving, customer service and product
[56] (2) (R) trials. Significant savings in product deployment. [56] (2)
(U)
Social / Gaining more detailed information about prospects [42]
professional (1) (B), enhanced B2B prospecting [31] (2) (B), Over 300
networking customers have joined the GoodWater social network,
tools over 1 000 employee-customer interactions being
recorded, with more than 50 % of the customers started
interacting with each other [51] (1) (U)
Online Dell: IdeaStorm box gathered more than 14 000 ideas Reducing time-to-market and NPD budgets by engaging Better customer care through peer support and feedback
communities from customers, with more than 89 000 comments, of customers as innovation agents [16] (1), LabVIEW Idea [42] (1) (U). RidgidForum community’s value to
which Dell has implemented over 400 ideas [31] [58] (2) Exchange helped R&D to prioritize product ideas submitted by customers has lead to measurable benefits in customer
(R). RidgidForum community’s product ideas lead to customers [31] (2) (C). TechSmith received hundreds of product loyalty. [31] (2) (B) (U)
product enhancements for RIDGID Branding [31] (2) (R). development ideas with over 700 actively engaged users [65] (2)
(C), The SAP Community Network has more than 2 million users
participating in sharing and co-creating knowledge on SAP’s
products and services. [19] (1) (C), Innovation contest by
Bombardier aimed at identifying new interior designs for trains
resulted in 2 232 participants, 4 298 designs, 26 617 ratings and
8 562 comments. [32] (1) (R) (C)
22.5.2012
9. 9
Some key findings
• Majority of the reported benefits were qualitative, non-quantified benefits of using social
media, such as
• better feedback,
• increased customer service,
• gaining more detailed information about prospects,
• and increased knowledge transparency
• However, in almost half of the cases, the benefits were tried to be quantified at least on the
general level (as outputs), such as
• Dell: more than 14 000 ideas from customers, and with more than 89 000 comments on the created
product ideas, over 400 implemented in practice (R)
• Bombardier: 2 232 participants for innovation contests, 4 298 new interior designs, 26 617 ratings
and 8 562 comments (R)(C)
• over 1 000 employee-customer interactions being recorded, and more than 50% of the customers
starting interaction with each other (U)
Jari Jussila, Hannu Kärkkäinen, Maija Leino
10. 10
Conclusions
• We have demonstrated in our study that B2B environment does differ significantly from
B2C environment in several ways, especially when the contexts of innovation
management, customer interaction and creation of customer knowledge and
understanding are in the focal interest
• We demonstrate that not only B2C’s but also B2B’s really can use and benefit from
social media in their innovation process and customer interface
• We also demonstrate that there are a multitude of very different types of ways for using
social media in innovation and customer interface which B2B’s can utilize.
• Furthermore, a large variety of tools and approaches from blogs and wikis to online
communities have been and can be applied in B2B context.
• Broader classes of innovation-related benefits:
• Increased customer focus and understanding
• Increased level of customer service
• Decreased time-to-market
• In addition, the benefitting B2B companies were from different types of industries, e.g.
software, ICT, pharmaceuticals, consulting and various B2B services (from small to
large companies)
Jari Jussila, Hannu Kärkkäinen, Maija Leino
11. 11
Conclusively, we can say that despite the rather general
skepticism towards the use of social media in B2B sector showed
by many practitioners and some academics, the results of this
study demonstrate that social media offers significant possibilities
and benefits to B2B sector, concerning both the innovation
process and the related customer information and knowledge
management
Jari Jussila, Hannu Kärkkäinen, Maija Leino
12. 12
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Hannu Kärkkäinen, Jari Jussila, Johanna Janhonen 22.5.2012
13. 13
see more research on social media
“SOITA- Social Media in Innovation Process in the Customer Interface” – is a research project which
studies and experiments the ways of using social media in innovation process with b-to-b companies.
The goal is to support business-to-business sector companies’ innovation process and especially the
creation of new customer knowledge and understanding for innovation with the help of social media and
communities. Project is led by Tampere University of Technology / Novi Research Center and Åbo
Akademi University / MediaCity with co-operation of project companies, Beckhoff Automation Oy,
Brandstairs Oy, Intosome Oy, and Simosol Oy, together with Intelligent Machines & Digibusiness –
Competence Clusters
Project is funded by Tekes, Tampere University of Technology, Åbo Akademi University , Technology
Centre Innopark Ltd and project companies.