1. Social Media in B2B
Companies
Harri Lakkala - Intosome
Marko Sykkö - Promener

2. Harri Lakkala
• 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

3. Marko Sykkö
• 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

4. MOTIVATION AND TRENDS

5. 82%
use
Internet
82%
use (almost)
daily
Ref: Statistics Finland

6. Consumers
82% research products and
services
90% compare prices online
Ref: Statistics Finland, TeliaSonera

7. B2B Buyers
68% follow social media for
business purposes
90% for personal things
Ref: Forrester Research

8. The Net is now Social
photos: http://www.flickr.com/photos/frozenchipmunk/55759117/ & http://www.flickr.com/photos/pictfactory/2796367140/

9. 400 million globally
1.6 million in Finland
300 000 companies
Ref: Facebakers.com

10. “Markets are Conversations”
- The Cluetrain Manifesto

11. Conversations take place - You can
only choose to participate or not
photo: http://www.flickr.com/photos/pingu1963/2528846002/

12. Utilization areas
Partners
Organization Employees
Customers

13. EXTERNAL UTILIZATION

14. What is Social Media?

15. Social Media ≠ Medium
Photo: Rain on Window 3
by ToastyKen/ Flickr

16. print radio letter
email TV web
PR event social

17. Social media is the human
connection via media

18. Social Media is all about
relationships

19. Relationships help making
B2B buying decisions

20. Listen Participate
Reward Engage

21. Transparency and conversation are
to the Web 2.0 culture what
“productivity” and “innovation” are
to corporate culture.
SAP, 2007

22. Culture and way
of working
80%
20%
Tools

23. This is what we’re used to

24. Enterprise
Media
Public

25. ”Things have changed.”
- Bob Dylan

26. Twitter
Facebook YouTube
Press Enterprise LinkedIn
Radio, TV Blog
Web

27. The media by functions
Marketing,
Visibility
customer service
Forum
Enterprise
Expertise, Collaboration, Open
thought leadership innovation Closed
Forum
Secret

28. Utilization possibilities
Marketing
Customer Service
Thought leadership
Communication
Recruiting

29. Social Media in B2B
Marketing

30. Forrester: B2B buyers have
very high social participation

31. McDonalds:
”Our head of social media is
the customer”

32. Be open, invite
participation, share Culture
content, discuss
Facebook, Twitter,
YouTube, blogs, Tools
wikis, forums, ...

33. “United Linens isn’t a company.
It’s Scott, the marketing director.
I can trust him.”
from Penn Olson

34. Premarketing
Case UPM Raflatac RFID

35. ?
#in aunch on June
L
http://lonewolflibrarian.files.wordpress.com/2009/10/future-intern

36. “Markets are Conversations”
- The Cluetrain Manifesto

37. ”You can’t just say it. You have
to get the people say it to each
other.”
- James Farley, CMO Ford

38. Owned, bought, earned
reach
earned
bought
owned
control Ref: Daniel Goodall - Nokia

39. 25% of Ford’s marketing
spend is on digital/social
media

40. Ford is the only US auto
company that didn’t take
government loan

41. Communications

42. Scania Social Media Newsroom

43. Nokia Social Media Release

44. Corporate image &
Recruiting

45. Ernst & Young Careers in Facebook

46. Dassault Systemes Communities

47. Customer Service

48. JetBlue - Twitter in customer service

49. Pitney Bowes user forum

50. Thought leadership

51. CEO’s blogs

52. ABB UK Instrumentation in SlideShare

53. Building ecosystems:
GE and Siemens

54. GE ”Reports”: Blog, YouTube, Twitter, Flickr

55. Siemens unified open communications

56. Social Media and Crisis

57. Nokia Siemens Networks
and Iran

58. Toyota Recall info, Digg and Twitter

60. Open innovation

61. Dell IdeaStorm

62. Procter & Gamble connect + develop

63. INTERNAL UTILIZATION

65. Email overload

66. Example:
High school reunion
and 50 emails

67. Email is not a collaboration
tool!

68. Net generation
is entering the workforce

69. Breaking the 50-foot rule

70. Needed:
Easier communication,
collaboration and sharing
virtually

71. Social media tools
Blogs
Wikis
Forums
Social networking
Social bookmarking
Microblogging

72. Social media tools enable
new ways of working

73. Commu- instant
nication email blogs
messaging
local document
Content wikis
documents repositories
Coordi- F2F online online
nation meetings meetings processes
Stage 1 Stage 2 Stage 3

74. Utilization areas
Collaboration
Internal communications
Leadership
Induction process
Engaging employees
Communities of practice

75. Example:
Blogs and leadership

76. Example:
Team collaboration

77. Example:
Employee participation

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

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

80. Making change happen
Ways of working
and culture
80%
Tools 20%

81. Making change happen:
Motivation & Ability

82. Case Telenor:
Way of Work program

83. users IT
Traditional model
WoW
users IT
support
Way of Working model

84. Supporting projects
#1 Problem analysis
#2 Tool selection and setup
#3 Creating initial content
#4 Training and kick-off
#5 Coaching

85. Telenor - Network changes

86. How to make your intranet
and culture social?

87. WHAT NEXT? -
TAKING SOCIAL MEDIA
INTO USE

88. Getting started #1:
Build understanding

89. Getting started #1a:
Get personally involved

90. Why should I invest the time
to understand social media?

91. Getting started #2:
Experiment

92. Getting started #3:
Social media strategy

93. Pick tools according
to goals
Social Social
Company
media media
strategy
strategy tools

94. Strategy creation
Audience Consider the target group
What are you trying to
Objectives
achieve?
How will you get to the
Roadmap
target state?
What services and tools
Technology
to use?

95. Getting started #4:
Share learnings and raise
awareness

96. Things to consider
Ownership
Resourcing
Budgeting
Pilots
Support
Social media policy and guides

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

98. Improving productivity
Automation Enabling collaboration and participation
Web 2.0 tools
and approaches
Traditional
IT systems
2009 Ref: The McKinsey Quarterly -
Six ways to make Web 2.0 work

99. 69% of companies have
gained measurable benefits
McKinsey study in 2009
- 1700 companies surveyed

100. Social Business Design

101. “Toto, I've got a
feeling we're not in
Kansas anymore.”
- Dorothy in the movie
Wizard of Oz