This document discusses concepts related to social media use in B2B companies. It covers collective intelligence where people and computers act more intelligently together than individually. It also discusses participatory economies through new models like crowdsourcing, crowdfunding, and crowdworking. Examples are provided of companies using these approaches, such as crowdsourcing logo design and ideas. Social networks and weak ties are described as important for accessing new information. Specific social media like Twitter, LinkedIn, and their features are outlined.

1. KM 2.0 in B2B Companies
PLA-55106 Knowledge Management
Jari Jussila / TUT, Novi
@jjussila

2. Some important concepts related to social media use in companies
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Social media use in business
Participatory economy
Collective intelligence
Web 2.0 technologies
Online communities and community management
Web analytics,
e.g. social network analysis, sentiment analysis, etc.

3. Collective intelligence
•People and computers are connected in a way that—collectively—they act more intelligently than any person, group, or computer has ever done before
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Source: MIT Center for Collective Intelligence, see also Handbook of Collective Intelligence

4. Web 2.0 technologies
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DoubleClickGoogle AdSense
OfotoFlickr
AkamaiBitTorrent
mp3.comNapster
Britannica OnlineWikipedia
personal websitesblogging
eviteupcoming.org and EVDB
domain name speculationsearch engine optimization
page viewscost per click
screen scrapingweb services
content management systemswikis
directories (taxonomy)tagging (folksonomy)
stickinesssyndication
Web 1.0
Web 2.0

Source: O’Reilly 2007

5. Participatory economy
–access to actors that would not be reached otherwise
–new production models, such as crowdsourcing, crowdfunding and crowdworking
–new distribution models, such as peer-to-peer networks
–new value creation and business models
–new markets with new types of products and digital services, such as virtual goods
–new occupations, e.g. community managers, crowdsourcing professionals
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Source: e.g. Hintikka 2008; Lietsala & Sirkkunen 2008

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Example of crowdfunding

7. Example of crowdfunding
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Source: Kärkkäinen, Jussila & Multasuo 2012

8. Example crowdsourcinglogo design
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Source: Jussila 2013, @PiaErkinheimo, @ForgeFriends

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10. Example of crowdsourcing ideas and concepts
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Source: Ketonen-Oksi et al. 2014; Multasuo 2013

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12. GrabCAD SovellaChallenge: crowdsourced industrial design
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Source: GrabCAD 2013
•Chris Duncan from United States was evaluated the winner of the design challenge

13. Dell used IdeaStorm to crowdsource customer preferences to a new developer laptop
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14. Example of co-creation in virtual world
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https://www.youtube.com/watch?v=R7bXu2ozXo0&list=PLFCB7D9D8D3B306CA

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Example of crowdsourcing interior design for trains supported by configurator tool

16. Social networks and weakties
•The type and structure of social networks have an impact on performance of individuals and organizations
•In social networks, the amount of weak ties are important
–“…individuals with few weak ties will be deprived of information from distant parts of the social system and will be confined to the provincial news and views of their close friends. This deprivation will not only insulate them from the latest ideas and fashions but may put them in a disadvantaged position in the labor market…” Granovetter 1983
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17. Anatomy of social networks
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18. Social media users in Finland
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n. 1 700 000
451 000
*546 450
n. 74 609
47 625
n. 300 000
n. 2 100 000
Facebook
LinkedIn
Twitter
Foursquare
Google+
Source: Yle Uutiset: Täällä somelaiset elävät –katso lista historiallisesta Facebookista juuri avattuun Pheediin(3/2013)
* Tom Laine (10/2013)

19. Twitter
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20. Twitter features and restrictions
•allowing registered users to share between themselves short messages of up to 140 characters (including also pictures)
•the messages can be sent to anybody registered on Twitter
•user can “follow” (select) the various streams of interesting Twitter users;
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Source: Jussila et al. 2013

21. The main syntax for Twitter messaging include
•user can search for terms or tags (marked with “#”; known as hashtags) that are used within tweets;
•user can directly address other users by a public reply (marked with “@” before the username of other users
•user can send a private message to any user (“D” or “DM” before a username);
•user can send forward interesting tweets by “retweeting” them (shown with “RT”)
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Source: Jussila et al. 2013

22. Example of network visualization of Twitter data
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Source: Jussila et al. 2014, interactive version available: http://www.tut.fi/novi/hicss2014/

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24. LinkedIn –build your CV
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LinkedIn –connect to other professionals and participate in professional communities