Social Media and B2B marketing

Social Media and B2B marketingWorkshop 29.4.2010Marko Sykkö, Promener Oy

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Marko Sykkö• Social Media and Marketing

• Background in marketing communications and media, with 11 years of experience

• Developed internal social media utilization in Nokia

• Experience about Change Management in large organizations

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What is Social Media?

Social Media ≠ Medium

Photo: Rain on Window 3 by ToastyKen/ Flickr

TV

print radio letter

email web

PR event social

Nick Decrock: the Rainbow Theory

Social media is the human connection via media

Social Media is all about relationships

Relationships help making B2B buying decisions

Listen

Engage

Participate

Reward

Transparency and conversation are to the Web 2.0 culture what “productivity” and “innovation” are to corporate culture.

SAP, 2007

20%

80%

Tools

Culture and way of working

This is what we’re used to

Enterprise

Media

Public

”Things have changed.”- Bob Dylan

Enterprise

Facebook

Twitter

YouTube

LinkedIn

Blog

Web

Radio, TV

Press

Enterprise

VisibilityMarketing,

customer service

Collaboration,innovation

Open

Closed

Secret

Expertise,thought leadership

The media by functions

Forum

Forum

Utilization possibilities

Marketing

Customer Service

Thought leadership

Communication

Recruiting

Social Media in B2B Marketing

Forrester: B2B buyers have very high social participation

McDonalds:”Our head of social media is the customer”

Culture

ToolsFacebook, Twitter,

YouTube, blogs, wikis, forums, ...

Be open, invite participation, share

content, discuss

“United Linens isn’t a company. It’s Scott, the marketing director. I can trust him.”

from Penn Olson

PremarketingCase UPM Raflatac RFID

#in

http://lonewolflibrarian.files.wordpress.com/2009/10/future-internet.jpg

Launch on June?

“Markets are Conversations”- The Cluetrain Manifesto

”You can’t just say it. You have to get the people say it to each other.”

- James Farley, CMO Ford

Owned, bought, earned

control

reach

Ref: Daniel Goodall - Nokia

owned

bought

earned

25% of Ford’s marketing spend is on digital/social media

Ford is the only US auto company that didn’t take government loan

Communications

Scania Social Media Newsroom

Nokia Social Media Release

Corporate image & Recruiting

Ernst & Young Careers in Facebook

Dassault Systemes Communities

Customer Service

JetBlue - Twitter in customer service

Pitney Bowes user forum

Thought leadership

CEO’s blogs

ABB UK Instrumentation in SlideShare

Building ecosystems: GE and Siemens

GE ”Reports”: Blog, YouTube, Twitter, Flickr

Siemens unified open communications

Social Media and Crisis

If in crisis: Don’t ignore it. Don’t hide. Instead, acknowledge, listen.

Toyota Recall info, Digg and Twitter

Nestlé, Greenpeace, YouTube and Facebook

Open innovation

Dell IdeaStorm

Procter & Gamble connect + develop

We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.

- Amara’s law

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