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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
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
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
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
