social media in b2b companies
DESCRIPTION
TRANSCRIPT
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Social Media in B2B CompaniesHarri Lakkala - Intosome
Marko Sykkö - Promener
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• Expert on social media and innovations
• 6 years of experience with social media in enterprise context
• Introduced blogs and wikis to Nokia Ltd
• Plenty of experience on coaching teams, enhancing business processes, internal consulting
• Nokia Innovation Award -05, Nokia Quality Award -08
Harri Lakkala
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• Social Media and Marketing professional
• Background in marketing communications and media, with 11 years of experience
• Created internal social media utilization in Nokia
• Experience about Change Management in large organizations
Marko Sykkö
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MOTIVATION AND TRENDS
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useInternet82%use (almost) daily82%
Ref: Statistics Finland
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82% research products and services90% compare prices online
Consumers
Ref: Statistics Finland, TeliaSonera
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68% follow social media for business purposes90% for personal things
B2B Buyers
Ref: Forrester Research
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The Net is now Social
photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pictfactory/2796367140/
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400 million globally1.6 million in Finland300 000 companies
Ref: Facebakers.com
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“Markets are Conversations”- The Cluetrain Manifesto
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Conversations take place - You can only choose to participate or not
photo: http://www.flickr.com/photos/pingu1963/2528846002/
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Utilization areas
Employees
Partners
Organization
Customers
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EXTERNAL UTILIZATION
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What is Social Media?
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Social Media ≠ Medium
Photo: Rain on Window 3 by ToastyKen/ Flickr
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TV
print radio letter
email web
PR event social
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Social media is the human connection via media
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Social Media is all about relationships
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Relationships help making B2B buying decisions
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Listen
Engage
Participate
Reward
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Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture.
SAP, 2007
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20%
80%
Tools
Culture and way of working
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This is what we’re used to
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Enterprise
Media
Public
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”Things have changed.”- Bob Dylan
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Enterprise
YouTube
Blog
Web
Radio, TV
Press
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Enterprise
VisibilityMarketing,
customer service
Collaboration,innovation
Open
Closed
Secret
Expertise,thought leadership
The media by functions
Forum
Forum
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Utilization possibilities
Marketing
Customer Service
Thought leadership
Communication
Recruiting
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Social Media in B2B Marketing
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Forrester: B2B buyers have very high social participation
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McDonalds:”Our head of social media is the customer”
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Culture
ToolsFacebook, Twitter,
YouTube, blogs, wikis, forums, ...
Be open, invite participation, share
content, discuss
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“United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.”
from Penn Olson
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PremarketingCase UPM Raflatac RFID
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#in
http://lonewolflibrarian.files.wordpress.com/2009/10/future-internet.jpg
Launch on June?
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“Markets are Conversations”- The Cluetrain Manifesto
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”You can’t just say it. You have to get the people say it to each other.”
- James Farley, CMO Ford
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Owned, bought, earned
control
reach
Ref: Daniel Goodall - Nokia
owned
bought
earned
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25% of Ford’s marketing spend is on digital/social media
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Ford is the only US auto company that didn’t take government loan
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Communications
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Scania Social Media Newsroom
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Nokia Social Media Release
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Corporate image & Recruiting
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Ernst & Young Careers in Facebook
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Dassault Systemes Communities
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Customer Service
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JetBlue - Twitter in customer service
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Pitney Bowes user forum
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Thought leadership
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CEO’s blogs
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ABB UK Instrumentation in SlideShare
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Building ecosystems: GE and Siemens
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GE ”Reports”: Blog, YouTube, Twitter, Flickr
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Siemens unified open communications
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Social Media and Crisis
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Nokia Siemens Networks and Iran
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Toyota Recall info, Digg and Twitter
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Open innovation
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Dell IdeaStorm
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Procter & Gamble connect + develop
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INTERNAL UTILIZATION
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Email overload
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Example: High school reunion and 50 emails
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Email is not a collaboration tool!
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Net generation is entering the workforce
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Breaking the 50-foot rule
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Needed:Easier communication, collaboration and sharing virtually
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Social media tools
Blogs
Wikis
Forums
Social networking
Social bookmarking
Microblogging
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Social media tools enable new ways of working
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local documents
document repositories
wikis
F2F meetings
instant messaging
online meetings
blogs
online processes
Stage 1 Stage 2 Stage 3
Commu-nication
Content
Coordi-nation
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Utilization areas
Collaboration
Internal communications
Leadership
Induction process
Engaging employees
Communities of practice
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Example:Blogs and leadership
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Example:Team collaboration
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Example:Employee participation
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Case Nokia: 4000 wikis, 100’s of blogs internally
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Case British Telecom: BTPedia, Collaborate wikis, MyBT, Blog Central, News2.0
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20%
80%Tools
Ways of working and culture
Making change happen
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Making change happen:Motivation & Ability
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Case Telenor:Way of Work program
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usersWoW
support IT
users IT
Traditional model
Way of Working model
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#2
#1
#3
#4
Problem analysis
Tool selection and setup
Creating initial content
Training and kick-off
#5 Coaching
Supporting projects
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Telenor - Network changes
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How to make your intranet and culture social?
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WHAT NEXT? - TAKING SOCIAL MEDIA
INTO USE
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Getting started #1:Build understanding
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Getting started #1a:Get personally involved
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Why should I invest the time to understand social media?
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Getting started #2:Experiment
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Getting started #3:Social media strategy
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Pick tools according to goals
Companystrategy
Socialmedia
strategy
Socialmediatools
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Objectives
Audience
Roadmap
Technology
Consider the target group
What are you trying to achieve?
How will you get to the target state?
What services and tools to use?
Strategy creation
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Getting started #4:Share learnings and raise awareness
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Things to consider
Ownership
Resourcing
Budgeting
Pilots
Support
Social media policy and guides
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Social media isn’t a campaign, you have to commit for the long haul
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Ref: The McKinsey Quarterly - Six ways to make Web 2.0 work
Web 2.0 tools and approaches
TraditionalIT systems
Automation Enabling collaboration and participation
2009
Improving productivity
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69% of companies have gained measurable benefits
McKinsey study in 2009 - 1700 companies surveyed
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Social Business Design
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“Toto, I've got a feeling we're not in Kansas anymore.”
- Dorothy in the movie Wizard of Oz