Downloaded 10 times
Uploaded byOskari Uotinen
Social Media in a SME
The document outlines the importance of social media for small and medium enterprises (SMEs) in enhancing communication and marketing strategies. It highlights the benefits of utilizing social tools for internal and external engagement, providing insights on customer interaction and market information gathering. The text emphasizes the need for a systematic approach to social media implementation, including training and clear direction, to achieve measurable business goals.
More Related Content
Social Media in a SME
- 1. Social Media ina SME 18.10.2010 Oskari Uotinen
- 2. Oskari Uotinen ‣ M.Sc.(Bus.Adm.),social media consultant, partner at Intosome ‣ Expert in utilizing social media and social ways of working in communications and marketing ‣ Experience in education and public administration consulting
- 3. Intosome is aSocial Business Design consultancy. We help companies to understand and utilize social tools and ways of working with their customers, partners and employees.
- 4. Experts Harri Lakkala Kaija Pöysti Oskari Uotinen CEO, partner Partner Partner Tampere Helsinki Kuopio
- 5. In cooperation with Dachis Group
- 7. Agenda ‣ Provide basicunderstanding of social media and social ways of working ‣ External use ‣ Internal use and usage among partners and networks ‣ Discussion, ideas, sharing of thoughts
- 8. Checkpoint ‣ How doyou use social media? ‣ What comes to your mind about social media brought into business context?
- 9. Social media = Facebook= Total waste of time CC: http://www.flickr.com/photos/jdhancock/3756546525/
- 11. Social media Way of working + Services • Be open • Participate & engage • Discuss • Share content
- 12. Social media Way of working + Tools • Be open Blogs Social networks • Participate & engage Wikis Real-time coediting • Discuss • Share content Forums Microblogs
- 13. Time passes by,the basics remain http://bit.ly/maninchairad
- 14. Customers discuss companies andtheir products CC: http://www.flickr.com/photos/pingu1963/2528846002/
- 15.
- 17. Gathering market information Wheredo potential customers discuss? What do the customers want? What arises questions? What affects purchasing decisions?
- 19. http://www.youtube.com/watch? v=fLreo24WYeQ
- 21.
- 23. Customers talk &share opinions (photos, videos, location data...)
- 24.
- 27.
- 28. Customers 82% uses theinternet 82% uses (almost) daily 86% searches for information about products and services 90% compares prices Source: Tilastokeskus, TeliaSonera
- 29. Types of visibilityon the internet reachability earned bought own control Ref: Daniel Goodall - Nokia
- 30.
- 31. Ebay found in2006 that participants in online communities spend 54% more than non-community users
- 32. Ref: Forrester Research Jeff Ernst Blog
- 33. What about B2B? Ref:Forrester Research
- 34. What are theprerequisites? ‣ Decisions: ‣ Do we really want to act socially? ‣ Are we going to reward acting socially, e.g. ”hanging out in Facebook”? ‣ Processes: ‣ Do the processes support the social way of working? ‣ Is social media ”just one more work task” in addition to every other? ‣ Systematic approach and guidance: ‣ Clear direction (pilots, measuring...) ‣ Guidance ‣ Recommendations for employees’ profiles, policy related questions ‣ Training: ‣ Teach why the service is used, not only how to use it
- 35. What to measure? ‣Operative level ‣ Number of visitors/fans/followers, shares/likings ‣ Number of leads growth, lead quality improvement ‣ Number of comments, quality of discussions ‣ Affect on Google rank ‣ Strategic level ‣ Sales growth, shortening of sales cycle ‣ Cost savings ‣ Customer loyalty ‣ Thought leadership
- 36. Start from thebusiness goals Company Social media Social media strategy strategy tools Benefits for Benefits for Benefits for the company the team me
- 37. Utilization areas Customers Company Employees Partners
- 38. What is emailsuitable for? Many-to- One-to-one One-to-many many One way Two way One way Two way Two way Communi- cating Co-creating content Ref: Acando - edited
- 39. Proper uses foremail Many-to- One-to-one One-to-many many One way Two way One way Two way Two way OK Microblog Microblog OK OK Communi- cation Blog Forum together Doing Wiki Wiki Ref: Acando - edited
- 40. Email ‣ “Email isthe graveyard for knowledge” ‣ Not a discussion tool ‣ Not for collaborative content creation ‣ Conversations are only visible to those on the receiver list ‣ Knowledge disappears too easily with the employees who leave the company
- 41. Doodle ‣ Use: schedulinga meeting for a bigger group of people ‣ Price: the basic version is free (ad supported) ‣ www.doodle.com
- 42. Yammer ‣ Usage: replacing email in internal and partner communication ‣ Price: basic version is free, business version has more features ‣ www.yammer.com
- 43. Example: ‣ A documentwas sent to 100 people for comments by email, 10 people sent their updates and notes as Word documents
- 44.
- 45. Case Reifer: ‣ Qualitymanual and work instructions in a wiki, continuously updated and followed ‣ http://vimeo.com/teknologiateollisuus
- 46. From email toweb tools Email tool
- 47. From email toweb tools Email Web tools tool
- 48. Before: I choosewho gets the message as I send it Now: Everyone can see the discussions, recipients choose what they follow and when, instant notifications to mentioned participants
- 49. Benefits ‣ Communication ‣ Internal communication, (change) leadership ‣ Direct feedback channel Employees ‣ Coordination ‣ Knowing what others do, what’s going on in the project ‣ Saving conversations and decisions ‣ Collaboration ‣ Decreasing email overload, creating content together efficiently ‣ Storing information ‣ Managing risks, making induction process faster, capturing tacit knowledge ‣ Finding information and experts
- 50. Partner opportunities ‣ Efficientcommunication and collaboration Partners ‣ Social company networks ‣ Ideation and conversations ‣ Sharing market information
- 51. Example: Normet–SKS Connecto Kauppalehti, 26.3.2012
- 52. The real problem Ways of working and culture 80% 20% Tools
- 53. CC: http://www.flickr.com/photos/jonasb/3151988620/ “All ourtime goes to meetings and emails”
- 54. Piloting in thecloud ‣ Piloting social ways of working with cloud solutions (SaaS) ‣ At the same time preparing the final tools
- 55. Improving productivity Automating processes Collaboration and participation Social tools and ways of working Traditional IT-systems Ref: The McKinsey Quarterly - Six ways to make Web 2.0 work - edited
- 57. Almost 90% have achieved measurable benefits - McKinsey study in 2010 3250 respondents CC: http://www.flickr.com/photos/flattop341/260213099/
- 58.
- 59. Thank you! www.intosome.fi Oskari Uotinen oskari.uotinen@intosome.fi +358 44 502 9658