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Social Media in Business Use
A presentation for a Finnish B2B Hightech Company
Miia Äkkinen March 13th, 2010
Miia Äkkinen
• PhD student at Aalto University School of Economics– Business technology / Information systems science– PhD thesis: Social Media in Business Use
• Social Media Consultant, Meritext– Social media presentations– Social media workshops
• Background in sales and marketing at Basware
Social Business Design
http://www.dachisgroup.com/social-business-design/practice-areas/
Social media for leads and sales
http://socialmediatoday.com/SMC/176665
Find Facebook or die(Kauppalehti 6.2.2010)
Christina Forsgård, Netprofile Finland Oy
Company that denies the participatory media, inevitably
drops off the competition.
The company can’t escape from where it’s competitors and
customers are.
”Picnic” – listen what is discussed on other
blankets and bring wine to the places where people are
eating.
It’s a big mental change that
knowledge is not owned anymore but the honour is taken
by sharing.
People talk about your products and services.Case: ”Day of the machine man” (Konemiehen arkea) / YouTube
”You know the Ponsse
machines…”
Listen. Listen with tools. Show that you’re listening
Tool perspective
• You go there where the most people are• Just now Facebook a safe choice• In Finland 2010 the amount of Facebook pages
of companies increased a lot • Tools change, people move from one service
to other business perspective!
http://searchengineoptimization.elliance.com/images/knowledge/Social-Media-Building.gif [28.11.2008]
Business Perspective
Strategic business
objectives
Social media
objectives
Social media tools
Alignment Alignment
Social media objectives vs. toolsTools Thought
leadershipBrand awareness
Increasing demand
Customer loyalty
Blog * * * * * * * * *
Microblog * * * * * * * * * *
Presence in social networks
* * * * * * *
Groups/ forums
* * * * * * * *
Online video * * * * * * *
File sharing * * * * * * * *
Wiki * * * * * * *
User community
* * * * * * *
Edited from http://www.slideshare.net/ronnieray/marketplane-social-media-webinar-april-2009-1373047 [2.3.2010]
Social media objectives vs. tools
http://www.cmo.com/social-media/cmos-guide-social-media-landscape
Target group
Curating
Producing
Commenting
Sharing
WatchingEngagement Pyramid(Altimeter Group)
Company’s web site, B2C vs. B2B
http://searchengineoptimization.elliance.com/ [27.10.2008]
Case: Intelligrated
Case: Scania
Case: EMC
Case: Siemens PLM Software
Case: @SiemensPLM
Case: Texas Instruments
Case: Effective newsletter
• Get information (name & email)– Provide newsletter and e.g. a free report
• Automated newsletter 1-2 times a month• The customer will contact you when he/she is
ready to buy
Why newsletters?
• People like to buy from an expert• A regular newsletter keeps you in the
customer’s mind• Customer will trust you• Personality increases the customer loyality • More dialogue and interactivity between the
seller and the buyer
… cont.
• Place for sales• Effective communication• Easy to test the effect of marketing
communication (newsletter A vs. newsletter B)• Differentation• Automated process gives free time to sth else
Great newsletter
Expertise and
knowledgeTarget group
Content of the newsletter
”Personal voice”
Originally:Michael Katz http://www.bluepenguindevelopment.com/newsletters/2006_09_08.html
+ suggestion
SMILE - Key to Success
Social customer thinking is smart.
Market and measure constantly.
Invent, improve, innovate and stay involved.
Listen to your customers.
Engage your potential customers.
http://www.thestrategyweb.com/smile-the-key-to-social-business-success [12.03.2010]
Thank you!• Questions or comments?• You can follow me on social media services:
In English for my own network:Research path: http://akkinen.wordpress.comFacebook : http://www.facebook.com/miiaakkinensocialmediaTwitter: http://twitter.com/miiaakkinen
In Finnish for Finnish organizations:Meritext blog: http://meritext.wordpress.comMeritext FB: http://www.facebook.com/MeritextMeritext Twitter: http://twitter.com/meritext
LinkedIn: http://fi.linkedin.com/in/miiaakkinen
Email: [email protected]