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Oskari Uotinen
Social Media in a SME
18.10.2010
‣ M.Sc.(Bus.Adm.), social media consultant, partner at Intosome
‣ Expert in utilizing social media and social ways of working in communications and marketing
‣ Experience in education and public administration consulting
Oskari Uotinen
Intosome is a Social Business Design consultancy. We help companies to understand and utilize social tools and ways of working with their customers, partners and employees.
Experts
Harri LakkalaCEO, partner
Tampere
Kaija PöystiPartnerHelsinki
Oskari UotinenPartnerKuopio
In cooperation withDachis Group
Agenda
‣ Provide basic understanding of social media and social ways of working‣ External use‣ Internal use and usage among partners
and networks‣ Discussion, ideas, sharing of thoughts
Checkpoint‣ How do you use social media?‣ What comes to your mind about social
media brought into business context?
Social media =Facebook =Total waste of time
CC: http://www.flickr.com/photos/jdhancock/3756546525/
Social media
ServicesWay of working
• Be open• Participate & engage• Discuss• Share content
+
Social media
ToolsWay of working
• Be open• Participate & engage• Discuss• Share content
+Blogs Social networks
Wikis Real-time coediting
MicroblogsForums
Time passes by, the basics remain
http://bit.ly/maninchairad
Customers discuss companies and their products
CC: http://www.flickr.com/photos/pingu1963/2528846002/
CC: http://www.flickr.com/photos/30239838@N04/4381829315/
Gathering market informationWhere do potential customers discuss?What do the customers want?What arises questions?What affects purchasing decisions?
http://www.youtube.com/watch?v=fLreo24WYeQ
http://www.tuplaamo.fi/2010/11/jos-olisin-fysioterapeutti-tai-hieroja-tekisin-nain/
Customers talk & share opinions (photos, videos, location data...)
Customer service 2.0?
Ref: http://www.slideshare.net/alexflagg/leveraging-social-media-to-reach-b2b-customers
Customers
82% uses the internet82% uses (almost) daily86% searches for information about products and services90% compares prices
Source: Tilastokeskus, TeliaSonera
Ref: Daniel Goodall - Nokiacontrol
reachability
own
bought
earned
Types of visibility on the internet
Bought
Own
Earned
Ebay found in 2006 that participants in online communities spend 54% more than non-community users
Ref: Forrester ResearchJeff Ernst Blog
Ref: Forrester Research
What about B2B?
‣ Decisions:
‣ Do we really want to act socially?
‣ Are we going to reward acting socially, e.g. ”hanging out in Facebook”?
‣ Processes:
‣ Do the processes support the social way of working?
‣ Is social media ”just one more work task” in addition to every other?
‣ Systematic approach and guidance:
‣ Clear direction (pilots, measuring...)
‣ Guidance
‣ Recommendations for employees’ profiles, policy related questions
‣ Training:
‣ Teach why the service is used, not only how to use it
What are the prerequisites?
What to measure?‣ Operative level ‣ Number of visitors/fans/followers, shares/likings ‣ Number of leads growth, lead quality improvement‣ Number of comments, quality of discussions‣ Affect on Google rank
‣ Strategic level ‣ Sales growth, shortening of sales cycle ‣ Cost savings‣ Customer loyalty ‣ Thought leadership
Company strategy
Social media strategy
Social media tools
Start from the business goals
Benefits forthe company
Benefits forthe team
Benefits forme
EmployeesCompany
Partners
Customers
Utilization areas
What is email suitable for?One-to-oneOne-to-one One-to-manyOne-to-many Many-to-
many
One way Two way One way Two way Two way
Com
mun
i-ca
ting
Co-c
reat
ing
cont
ent
Ref: Acando - edited
Proper uses for emailOne-to-oneOne-to-one One-to-manyOne-to-many Many-to-
many
One way Two way One way Two way Two way
OK
Blog Forum
WikiWiki
OK OK
Com
mun
i-ca
tion
Doin
g to
geth
er
Ref: Acando - edited
Microblog Microblog
‣ “Email is the graveyard for knowledge”
‣ Not a discussion tool‣ Not for collaborative content creation‣ Conversations are only visible to those on the
receiver list‣ Knowledge disappears too easily with the
employees who leave the company
Doodle
‣ Use: scheduling a meeting for a bigger group of people‣ Price: the basic
version is free (ad supported)‣ www.doodle.com
Yammer
‣ Usage: replacing email in internal and partner communication
‣ Price: basic version is free, business version has more features
‣ www.yammer.com
‣ A document was sent to 100 people for comments by email, 10 people sent their updates and notes as Word documents
Example:
Intosome’s internal wiki
‣ Quality manual and work instructions in a wiki, continuously updated and followed‣ http://vimeo.com/teknologiateollisuus
Case Reifer:
From email to web tools
tool
From email to web tools
Web toolsEmail
tool
Before: I choose who gets the message as I send it
Now: Everyone can see the discussions, recipients
choose what they follow and when, instant notifications to
mentioned participants
Benefits‣ Communication
‣ Internal communication, (change) leadership‣ Direct feedback channel
‣ Coordination‣ Knowing what others do, what’s going on in the project‣ Saving conversations and decisions
‣ Collaboration‣ Decreasing email overload, creating content together efficiently
‣ Storing information‣ Managing risks, making induction process faster, capturing tacit
knowledge‣ Finding information and experts
Empl
oyee
s
Partner opportunities
‣ Efficient communication and collaboration‣ Social company networks‣ Ideation and conversations
‣ Sharing market information
Partn
ers
Example: Normet–SKS Connecto
Kauppalehti, 26.3.2012
The real problem
20%80%
Tools
Ways of workingand culture
“All our time goes to meetings and emails”
CC: http://www.flickr.com/photos/jonasb/3151988620/
‣ Piloting social ways of working with cloud solutions (SaaS)‣ At the same time preparing the final tools
Piloting in the cloud
Improving productivity
Social tools andways of working
TraditionalIT-systems
Automating processes Collaboration and participation
Ref: The McKinsey Quarterly - Six ways to make Web 2.0 work - edited
CC: http://www.flickr.com/photos/flattop341/260213099/
Almost 90% have achieved measurable
benefits- McKinsey study in 2010
3250 respondents
Extra tip: Twitter
Thank you!
www.intosome.fi
Oskari Uotinen
+358 44 502 9658
