Social Media in a SME

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

‣ “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

Email

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

[email protected]

+358 44 502 9658