What an industrial b2b company can do in social media?

1. WÄRTSILÄ IN SOCIAL MEDIA
25.04.2012 - Amos Ahola
1 © Wärtsilä 3 July 2009 Wärtsilä Social Media

2. Wärtsilä Social Media Vision
”All Wärtsilä employees are able and willing to utilize social
media in their daily business.”
2 © Wärtsilä 3 July 2009 Wärtsilä Social Media

3. Facebook
Main objective
Engaging with current & potential
Main objective Maximise visibility
employees
of videos, support
Reach brand
~2700 followers
Reach ~180 subscribers
HR Benefits
30 additional views per open position
Benefits Free external
Marketing Benefits
video hosting
50 views per video in Youtube per
post platform with
good SEO
Communication Benefits
One channel more to get information
through to people who are interested
in it
3 © Wärtsilä 3 July 2009 Wärtsilä Social Media

4. Twitter
Main objective
Provide real-time news, conduct real-time
Main objective
media follow-up Maximise visibility
of videos, support
Reach
brand
~1400 followers
Reach ~180 subscribers
HR Benefits
1 additional views per open position
(separate Twitter account forexternal with
Benefits Free careers
~170 followers)
video hosting
Marketing Benefits platform with
15 views per video in Youtube per post
good SEO
Communication Benefits
Real-time information for those who are
interested, Real-time media follow up tool
4 © Wärtsilä 3 July 2009 Wärtsilä Social Media

5. LinkedIn
Main objective
Find leads, gather silent customer
Main objective Maximise visibility
feedback, attract future employees
of videos, support
Reach brand
~2700 members
Reach ~180 subscribers
HR Benefits
LinkedIn profiles used by managers
Benefits
when hiring Free external
video hosting
Marketing Benefits
Targeted marketing platform with
in non-Wärtsilä
good SEO
groups, driving people to
www.wartsila.com
Communication Benefits
External stakeholder community,
targeted communication
5 © Wärtsilä 3 July 2009 Wärtsilä Social Media

6. Youtube
Main objective
Maximise visibility of videos, support
Main objective Maximise visibility
brand of videos, support
Reach brand
Reach
~180 subscribers ~180 subscribers
Benefits
Free external video Free external
Benefits hosting platform
with good SEO video hosting
platform with
good SEO
6 © Wärtsilä 3 July 2009 Wärtsilä Social Media

7. www.shippingscenarios.wartsila.com
7 © Wärtsilä 3 July 2009 Wärtsilä Social Media

8. www.smartpowergeneration.com
Ongoing campaigns
to communicate certain
topics to a certain target
group.
The aim is to gather a
community of interested
people around the topic.
8 © Wärtsilä 3 July 2009 Wärtsilä Social Media

9. Internal Social Media
Ask the Doers discussion board
is for everyone and meant to foster
knowledge sharing within Wärtsilä.
If you know the answer to a fellow
colleague's question, please reply.
No-one has the obligation to follow
the board or reply, but if you have a
question and you don't know who to
contact, please ask it here instead of
external boards such as LinkedIn or
Facebook, which are open for our
competitors as well as our partners.
9 © Wärtsilä 3 July 2009 Wärtsilä Social Media