Social Media in B2B Companies

Social Media in B2B CompaniesHarri Lakkala - Intosome

Marko Sykkö - Promener

• 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

• 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

MOTIVATION AND TRENDS

useInternet82%use (almost) daily82%

Ref: Statistics Finland

82% research products and services90% compare prices online

Consumers

Ref: Statistics Finland, TeliaSonera

68% follow social media for business purposes90% for personal things

B2B Buyers

Ref: Forrester Research

The Net is now Social

photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pictfactory/2796367140/

400 million globally1.6 million in Finland300 000 companies

Ref: Facebakers.com

“Markets are Conversations”- The Cluetrain Manifesto

Conversations take place - You can only choose to participate or not

photo: http://www.flickr.com/photos/pingu1963/2528846002/

Utilization areas

Employees

Partners

Organization

Customers

EXTERNAL UTILIZATION

What is Social Media?

Social Media ≠ Medium

Photo: Rain on Window 3 by ToastyKen/ Flickr

TV

print radio letter

email web

PR event social

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

Nokia Siemens Networks and Iran

Toyota Recall info, Digg and Twitter

Open innovation

Dell IdeaStorm

Procter & Gamble connect + develop

INTERNAL UTILIZATION

Email overload

Example: High school reunion and 50 emails

Email is not a collaboration tool!

Net generation is entering the workforce

Breaking the 50-foot rule

Needed:Easier communication, collaboration and sharing virtually

Social media tools

Blogs

Wikis

Forums

Social networking

Social bookmarking

Microblogging

Social media tools enable new ways of working

local documents

document repositories

wikis

email

F2F meetings

instant messaging

online meetings

blogs

online processes

Stage 1 Stage 2 Stage 3

Commu-nication

Content

Coordi-nation

Utilization areas

Collaboration

Internal communications

Leadership

Induction process

Engaging employees

Communities of practice

Example:Blogs and leadership

Example:Team collaboration

Example:Employee participation

Case Nokia: 4000 wikis, 100’s of blogs internally

Case British Telecom: BTPedia, Collaborate wikis, MyBT, Blog Central, News2.0

20%

80%Tools

Ways of working and culture

Making change happen

Making change happen:Motivation & Ability

Case Telenor:Way of Work program

usersWoW

support IT

users IT

Traditional model

Way of Working model

#2

#1

#3

#4

Problem analysis

Tool selection and setup

Creating initial content

Training and kick-off

#5 Coaching

Supporting projects

Telenor - Network changes

How to make your intranet and culture social?

WHAT NEXT? - TAKING SOCIAL MEDIA

INTO USE

Getting started #1:Build understanding

Getting started #1a:Get personally involved

Why should I invest the time to understand social media?

Getting started #2:Experiment

Getting started #3:Social media strategy

Pick tools according to goals

Companystrategy

Socialmedia

strategy

Socialmediatools

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

Getting started #4:Share learnings and raise awareness

Things to consider

Ownership

Resourcing

Budgeting

Pilots

Support

Social media policy and guides

Social media isn’t a campaign, you have to commit for the long haul

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

69% of companies have gained measurable benefits

McKinsey study in 2009 - 1700 companies surveyed

Social Business Design

“Toto, I've got a feeling we're not in Kansas anymore.”

- Dorothy in the movie Wizard of Oz