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: miia.akkinen@meritext.fi