B2B Social Media Marketing

Introduction

Online Presentation

• Slideshare– http://www.slideshare.net/Loulle/knord-social-med

ia-presentation• Facebook group– B2B Social Media Marketing

• http://www.facebook.com/group.php?gid=127822900582950

• Blogspot– Socialnomist

• http://socialnomist.blogspot.com/2010/06/is-social-media-marketing-just-wolf.html

Research question

Can a B2B company successfully use virtual social media as a tool to reach marketing/company goals

YES!

Agenda

• Research method• What is Social Media• Who did we talk to• What should be taken into consideration• Case studies• How to measure the effect• Who to influence• To sum it up

Research method

• Pragmatic approach• Semi-structured interviews with:

– experts on the subject– B2B companies using social media marketing– companies advising other companies how to use social

media marketing.

• Blogs, books and articles to get the personal opinions of acknowledged theoreticians.

What is Social Media

Social Media Definition

Online media where people are able to communicate on

different levels. There will be discussions, feedbacks,

comments and sharing of information from all interested

parties. It is a two-way communication platform instead of the

old one-way, television communication.

What is Social Media

• The types of sites are as follows:

• Blogging• Microblogging• Social Networking• Forum• Social news & Bookmarking• Rating services• Virtual worlds• Media sharing

Our area of focus

What is Social Media

Why we use social media

• Half of the 10 most visited websites are social media

sites

• “People feel they exist because of the fact that other

people know what they are doing”

• “Family ties and native communities have been replaced

by more network-based affinities

• They are not determined by race extent nor of a shared

territory”

Who did we talk to

• Scott Monty – Head of Social Media Manager at Ford

• Paul Gillin - Author of The New Influencers and Secrets of Social Media Marketing

• Henrik Keller - Consultant at Holm Kommunikation A/S

• Mikael Lemberg – Self-proclaimed Facebook expert and Consultant at Komfo

• Andreas Johansen – CEO at Social Square

Who did we talk to

What to take into consideration

• Be capable of allocate resources to manage the dialog

• Social media marketing should not stand alone

• The management and marketers need to discard the

old way of thinking

• Be honest!

• Communicate the purpose of the site

How not to do it

How not to do it

http://www.labnol.org/internet/nestle-facebook-page/13208/

How not to do it

”So, let’s see, we have to be well-mannered all the time but it’s perfectly acceptable to refer to us as everything from idiots right the way down to sons of satan”

How it could be done

- Novo Nordisk as example- The situation- Internal

- NovoTube- NovoPedia- Novo way of management update

- External- Novo graduate blogs

- Experiences- Measurement

- BSC and KPI

How to measure the effect and what to gain

• Difficult to measure• Succes is defined by the ability to establish

meaningful conversations• Quantitative – Qualitative• Novo Nordisk Balanced scorecard

Who can Social Media influence?

• Facebook have more than 400.000.000 active users

• Twitter have about 75.000.000 active users• In theory: Everyone• Best outcome with well-known brand • Possible to influence B2B, but through B2C• Social Media is becoming more differentiated

When can social media influence?

So to sum it up…

1. Don’t do it just because everybody else is doing it

2. Be prepared to loose control3. Remember: Honesty above all4. What happens on one site doesn’t stay on one

site5. Allocate your resources – and do it well6. Communication, communication & last but not

least; communication

Thank you for your attentionSee you @