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Sosiaalisen median mahdollisuudet B2B-myynnissä ja markkinoinnissa  5.5.2011 Miten tuot sosiaalisen median osaksi  modernia asiakasdialogia? Mika Raulas Partneri ICMI Oy & IPSS Oy Johtaja, tutkija, opettaja Aalto/kauppak.& HANKEN
Esityksen rakenne ja tavoite ,[object Object],[object Object],[object Object],Miksi? Mihin? Miten hyödyntää? Miten suunnittelet asiakas-dialogiin?
 
 
http://www.holmesreport.com/casestudy-info/10226/Innovations-In-Health.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
http://www.holmesreport.com/casestudy-info/10226/Innovations-In-Health.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Onko PAKKO mennä/olla Sosiaalisessa Mediassa?  Uusi tapa luoda kosketuspintoja ja dialogia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ei ole pakko, mutta kannattaa - ei voi olla poissa? Sosiaalinen BI Sosiaalinen asiakas-analytiikka
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
” Kuluttajista 70 %  Miten B2B –puolella? Katsotko muiden arvioita/juttuja/referenssejä?
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
LED Manufacturer Cree is embracing social media to build awareness and promote the benefits of LED technology, rather than directly sell products. At the center of its latest campaign, “LED Revolution,” is an interactive social website. On the site, visitors can submit their bad lighting photos (think bad 1980s office fluorescent lighting) to win LED recessed downlights. The site’s blog is posted to almost daily, and humorous videos encourage visitors to, “Break Your Fluorescent Shackles!”
In “Idea Hub,” forum members can network with one another and with industry experts, as well as customize topics to their specific interests. Provide business advice and insight.  The social site includes a blog with frequently updated content, and a large collection of videos that users can rate and share via other social networking channels.  Unique visitors 525% over the past year – from 160,000 in 2008 to nearly 1 million in 2009.
 
 
 
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
 
 
1. Archer Exchange is an online marketplace that enables clients to download applications developed by other clients or by Archer. 2. Archer Community is an online social network that gives customers a forum to interact, share best practices and provide feedback to help drive Archer product development.
 
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
AT & T oppii sosiaalisesta  mediasta ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
 
 
Valjasta bloggaajat ja superkäyttäjät
[object Object],[object Object],Markkinointi ja mainonta 26/09
K 2 OPPI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kertominen  Auttaminen Kuunteleminen Osallistaminen
Miten yritys voi hyödyntää sosiaalista mediaa? - ”5 C´s” “ Customer Experience” “ Crowdsourcing” “ Collaborative Social Marketing” “ Customer/Market Sensing” “ Content Marketing” (Joe Pulizzi)  “ Tuota kiinnostavaa sisältöä” Google Wikipedia YouTube Facebook, ...  LinkedIn Blogit Ole mukana, kerro kiinnos-tavia juttuja, keskustele innostavasti Mene mukaan, osallistu, keskustele, tartu tarinaan, jatka/modifioi Aktivoi, herätä, innosta, laita pohinää ja kertomista liikkeelle Kuuntele, seuraa,  opi – mitä (meistä) puhutaan Reagoi oikein Osallista asiakkaat tuote-, palvelu- ja brändi- ja keskustelu- kehitykseen Palvele  heti, vastaa,  hoida kuntoon Näy, aktivoi, markkinoi sosiaalisissa medioissa
Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy
Markkinointi ja mainonta 26/09 Meidän palvelumme ja läsnäolomme?
Miten SOME istutetaan asiakasdialogiin ja –hoitomalleihin? ,[object Object],Toimija/ toiminto Myynti Markkinointi Tuote- organisaatio Johto Muu organisaatio Asiakaspalvelu Toiminta ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Myynti ja prospektointi Asiakastyö Viestintä  (keskustelu & kuuntelu) Muu ,[object Object],Tukiblogi Asiakasprojekti- wiki Johdon blogi Rekrytointivideot  YouTubessa,  Facebookissa, .. Dokumenttien  jako SOME viestit & viestintä Tapahtumat,  tilaisuudet,  ryhmät Verkkokoulutus Ominaisuuksien äänestäminen Chätti Asiakkaan  osallistaminen kehittämiseen Liidien  hankinta Asiakas- tutkimukset Kilpailija- seuranta Blogit LinkedIn  kehitysfoorumi
R. Normann 2001; Reframing Business
Otetaan härkää oikein sarvista …  …  muttei anneta sen heitellä meitä!
Kiitos! Lue ja jaa uusimmat ajatukset ja kokemukset; -  Liity asiakasjohtamisen ryhmään linked.in/asiakasjohtaminen
Tutkimustuloksia Suomesta (Winnovation 03/2010) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tutkimustietoa maailmalta (Harvard Business Review Analytic Services 2010) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Miten tuot sosiaalisen median osaksi modernia asiakasdialogia. Mika Raulas, ICMI Oy

  • 1. Sosiaalisen median mahdollisuudet B2B-myynnissä ja markkinoinnissa 5.5.2011 Miten tuot sosiaalisen median osaksi modernia asiakasdialogia? Mika Raulas Partneri ICMI Oy & IPSS Oy Johtaja, tutkija, opettaja Aalto/kauppak.& HANKEN
  • 2.
  • 3.  
  • 4.  
  • 5.
  • 6.
  • 7.
  • 9. ” Kuluttajista 70 % Miten B2B –puolella? Katsotko muiden arvioita/juttuja/referenssejä?
  • 12. LED Manufacturer Cree is embracing social media to build awareness and promote the benefits of LED technology, rather than directly sell products. At the center of its latest campaign, “LED Revolution,” is an interactive social website. On the site, visitors can submit their bad lighting photos (think bad 1980s office fluorescent lighting) to win LED recessed downlights. The site’s blog is posted to almost daily, and humorous videos encourage visitors to, “Break Your Fluorescent Shackles!”
  • 13. In “Idea Hub,” forum members can network with one another and with industry experts, as well as customize topics to their specific interests. Provide business advice and insight. The social site includes a blog with frequently updated content, and a large collection of videos that users can rate and share via other social networking channels. Unique visitors 525% over the past year – from 160,000 in 2008 to nearly 1 million in 2009.
  • 14.  
  • 15.  
  • 16.  
  • 18.  
  • 19.  
  • 20. 1. Archer Exchange is an online marketplace that enables clients to download applications developed by other clients or by Archer. 2. Archer Community is an online social network that gives customers a forum to interact, share best practices and provide feedback to help drive Archer product development.
  • 21.  
  • 24.
  • 26.  
  • 27.  
  • 28. Valjasta bloggaajat ja superkäyttäjät
  • 29.
  • 30.
  • 31. Miten yritys voi hyödyntää sosiaalista mediaa? - ”5 C´s” “ Customer Experience” “ Crowdsourcing” “ Collaborative Social Marketing” “ Customer/Market Sensing” “ Content Marketing” (Joe Pulizzi) “ Tuota kiinnostavaa sisältöä” Google Wikipedia YouTube Facebook, ... LinkedIn Blogit Ole mukana, kerro kiinnos-tavia juttuja, keskustele innostavasti Mene mukaan, osallistu, keskustele, tartu tarinaan, jatka/modifioi Aktivoi, herätä, innosta, laita pohinää ja kertomista liikkeelle Kuuntele, seuraa, opi – mitä (meistä) puhutaan Reagoi oikein Osallista asiakkaat tuote-, palvelu- ja brändi- ja keskustelu- kehitykseen Palvele heti, vastaa, hoida kuntoon Näy, aktivoi, markkinoi sosiaalisissa medioissa
  • 33. Markkinointi ja mainonta 26/09 Meidän palvelumme ja läsnäolomme?
  • 34.
  • 35. R. Normann 2001; Reframing Business
  • 36. Otetaan härkää oikein sarvista … … muttei anneta sen heitellä meitä!
  • 37. Kiitos! Lue ja jaa uusimmat ajatukset ja kokemukset; - Liity asiakasjohtamisen ryhmään linked.in/asiakasjohtaminen
  • 38.
  • 39.

Notas do Editor

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