Social media in business use - a presentation for a Finnish b2b hightech company

1. Social Media in Business Use A presentation for a FinnishB2B Hightech Company Miia Äkkinen March 13th,2010

2. Miia Äkkinen PhDstudent at Aalto UniversitySchool of Economics Business technology / Information systems science PhDthesis: Social Media in Business Use Social Media Consultant, Meritext Social media presentations Social media workshops Background in sales and marketing at Basware

3. Social Business Design http://www.dachisgroup.com/social-business-design/practice-areas/

4. Social media for leads and sales http://socialmediatoday.com/SMC/176665

5. Find Facebook or die(Kauppalehti 6.2.2010) Company thatdenies the participatory media, inevitablydropsoff the competition. ”Picnic” – listenwhat is discussed on otherblankets and bringwine to the placeswherepeopleareeating. The companycan’tescapefromwhereit’scompetitors and customersare. It’s a big mentalchangethatknowledge is notownedanymorebut the honour is takenbysharing. Christina Forsgård, Netprofile Finland Oy

6. Peopletalkaboutyourproducts and services. Case: ”Day of the machineman” (Konemiehen arkea) / YouTube ”Youknow the Ponssemachines…” Listen. Listenwithtools. Show thatyou’relistening

7. Toolperspective Yougotherewhere the mostpeopleare Just nowFacebook a safechoice In Finland 2010 the amount of Facebook pages of companiesincreased a lot Toolschange, peoplemovefromoneservice to other business perspective!

8. http://searchengineoptimization.elliance.com/images/knowledge/Social-Media-Building.gif [28.11.2008]

9. Business Perspective Alignment Alignment

10. Social media objectives vs. tools Editedfrom http://www.slideshare.net/ronnieray/marketplane-social-media-webinar-april-2009-1373047 [2.3.2010]

11. Social media objectives vs. tools http://www.cmo.com/social-media/cmos-guide-social-media-landscape

12. Target group EngagementPyramid (Altimeter Group)

13. Company’swebsite, B2C vs. B2B http://searchengineoptimization.elliance.com/ [27.10.2008]

14. Case: Intelligrated

15. Case: Scania

16. Case: EMC

17. Case: Siemens PLM Software

18. Case: @SiemensPLM

19. Case: Texas Instruments

20. Case: Effectivenewsletter Getinformation (name & email) Providenewsletter and e.g. a freereport Automatednewsletter 1-2 times a month The customerwillcontactyouwhenhe/she is ready to buy

21. Whynewsletters? Peoplelike to buyfrom an expert A regularnewsletterkeepsyou in the customer’smind Customerwilltrustyou Personalityincreases the customerloyality Moredialogue and interactivitybetween the seller and the buyer

22. … cont. Place for sales Effectivecommunication Easy to test the effect of marketingcommunication (newsletter A vs. newsletter B) Differentation Automatedprocessgivesfreetime to sthelse

23. Great newsletter + suggestion ”Personalvoice” Target group Expertiseand knowledge Content of the newsletter Originally:Michael Katz http://www.bluepenguindevelopment.com/newsletters/2006_09_08.html

24. SMILE  - Key to Success Social customerthinking is smart. Market and measureconstantly. Invent, improve, innovate and stayinvolved. Listen to yourcustomers. Engageyourpotentialcustomers. http://www.thestrategyweb.com/smile-the-key-to-social-business-success [12.03.2010]

25. Thankyou! Questionsorcomments? Youcanfollow me on social media services: In English for my ownnetwork: Researchpath: http://akkinen.wordpress.com Facebook : http://www.facebook.com/miiaakkinensocialmedia Twitter: http://twitter.com/miiaakkinen In Finnish for Finnishorganizations: Meritextblog: http://meritext.wordpress.com Meritext FB: http://www.facebook.com/Meritext MeritextTwitter: http://twitter.com/meritext LinkedIn: http://fi.linkedin.com/in/miiaakkinen Email: miia.akkinen@meritext.fi