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Presentation from customer workshop on April 29th 2010
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Social Media and B2B marketingWorkshop 29.4.2010Marko Sykkö, Promener Oy
promener
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
promener
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
YouTube
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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