This document summarizes research into whether B2B companies can successfully use social media for marketing goals. It discusses definitions of social media, types of social media sites, interviews with experts on the topic, considerations for use, examples of both good practices from Novo Nordisk and bad practices from Nestle. Key takeaways are that social media can influence many people if done through a well-known brand, companies must allocate resources and communicate honestly while accepting potential loss of control, and quantitative and qualitative measurements are both important for defining success.

1. B2B Social Media Marketing

2. Introduction

4. Online PresentationSlidesharehttp://www.slideshare.net/Loulle/knord-social-media-presentationFacebookgroupB2B Social Media Marketinghttp://www.facebook.com/group.php?gid=127822900582950BlogspotSocialnomisthttp://socialnomist.blogspot.com/2010/06/is-social-media-marketing-just-wolf.html

5. Research questionCan a B2B company successfully use virtual social media as a tool to reach marketing/company goals

6. YES!

7. AgendaResearch methodWhat is Social MediaWho did we talk toWhatshouldbetakenintoconsiderationCase studiesHow to measure the effectWho to influenceTo sum it up

8. Research methodPragmatic approachSemi-structured interviews with:experts on the subjectB2B companies using social media marketingcompanies advising other companies how to use social media marketing. Blogs, books and articles to get the personal opinions of acknowledged theoreticians.

9. What is Social MediaSocial Media DefinitionOnline media where people are able to communicate on different levels. There will be discussions, feedbacks, comments and sharing of information from all interested parties. It is a two-way communication platform instead of the old one-way, television communication.

10. What is Social MediaThe types of sites are as follows:BloggingMicrobloggingSocial NetworkingForumSocial news & BookmarkingRating servicesVirtual worldsMedia sharingOurarea of focus

11. What is Social MediaWhyweuse social mediaHalf of the 10 most visited websites are social media sites“People feel they exist because of the fact that other people know what they are doing”“Family ties and native communities have been replaced by more network-based affinitiesThey are not determined by race extent nor of a shared territory”

12. Who did we talk toScott Monty – Head of Social Media Manager at FordPaul Gillin - Author of The New Influencersand Secrets of Social Media MarketingHenrik Keller - Consultant at Holm Kommunikation A/SMikael Lemberg – Self-proclaimedFacebookexpert and Consultant at KomfoAndreas Johansen – CEO at Social Square

13. Who did we talk to

14. What to takeintoconsiderationBe capable of allocate resources to manage the dialogSocial media marketing should not stand aloneThe management and marketers need to discard the old way of thinkingBe honest!Communicate the purpose of the site

15. How not to do it

16. How not to do ithttp://www.labnol.org/internet/nestle-facebook-page/13208/

17. How not to do it”So, let’ssee, we have to bewell-mannered all the time but it’sperfectly acceptable to refer to us as everything from idiots right the waydown to sons of satan”

18. How it could be doneNovo Nordisk as example

19. The situation

20. Internal

21. NovoTube

22. NovoPedia

23. Novo way of management update