A 15 minute quick overview of the nature of social media from B2B perspective. Presented by Janne Saarikko of Ekana Innovation at Tieke seminar.

1. Ekana Innovation
- Passion for First -
Janne Saarikko
Business Creative.
Marketing & Social Media Strategist. Consultant. Advisor.
Public Speaker. Blogger.
Serial Entrepreneur. Officenomad.
TiekeVinkkejä ja Viiniä, June 12th, 2009
Ekana Innovation 2006 – 2009 www.ekana.fi

2. #restruct
Internet. Social Media. Citizen Journalism.
Enterprise2.0. Consumer2.0. Climate Change.
Financial Crisis. Swine Flu. Open.
Ekana Innovation 2006 – 2009 www.ekana.fi

3. World 2006
Competit
ion
Mission
Brand Management
Vision
Brand Image
Strategies
Perception
Customer Service
Brand Perception
R&D
Marketing
Company Sales Customer
Production
Portfolio Marketing
Product Management
Perception
Pricing
Place/Channel
Positioning
Packaging Peers
Ekana Innovation 2006 – 2009 www.ekana.fi

4. World 2009 Mission
Vision
Management
Brand
Strategies
R&D Marketing Company
Community Community
Image
Brand
Sales
Customer Customer Service
Community Community
Product Management
Portfolio
Pricing
Place/Channel
Positioning
Packaging
Ekana Innovation 2006 – 2009 www.ekana.fi

5. Social Media is a playground
Ekana Innovation 2006 – 2009 www.ekana.fi

6. Social media is an opportunity
Ekana Innovation 2006 – 2009 www.ekana.fi

7. Social media is a high school
recess.
Ekana Innovation 2006 – 2009 www.ekana.fi

8. How do you survive there?
Ekana Innovation 2006 – 2009 www.ekana.fi

9. By telling people that you are
good?
By making teacher to tell that
to everyone?
By being yourself – honest and
fair?
Ekana Innovation 2006 – 2009 www.ekana.fi

10. Social Media Marketing
Social Media Communications
Social Media Existence
Ekana Innovation 2006 – 2009 www.ekana.fi

11. Company must find their place on
the customer courtyard.
Outcasts will be rejected.
Ekana Innovation 2006 – 2009 www.ekana.fi

12. Future after #restruct
Ekana Innovation 2006 – 2009 www.ekana.fi

13. Company ”brands” are becoming
consumer brands
Ekana Innovation 2006 – 2009 www.ekana.fi

14. Company website becomes a
service center
Ekana Innovation 2006 – 2009 www.ekana.fi

15. Marketing activities move to
platforms, channels and
communities
Ekana Innovation 2006 – 2009 www.ekana.fi

16. Those who own top of mind in
the communities are the winners
Ekana Innovation 2006 – 2009 www.ekana.fi

17. To follow is futile. To exist is essential.
Ekana Innovation 2006 – 2009 www.ekana.fi

18. Where to exist?
• Company website for those who want the basic stuff
– Background info, product details, sales (process) – the traditional web
marketing stuff
• Own community for those who are believers
– If you have enough of them
– Discussions, sharing, discussion on the company stuff
• Existence in other communities (generic, even competition)
– This is for creating awareness and trust
– Right behaviour is the key
– Dialogue, helping, openess, honesty, sharing, listening
Ekana Innovation 2006 – 2009 www.ekana.fi

19. Who are we?
• Use both real people and company accounts in different
occasions
• Use company account for official stuff, announcements, feeds
and common sharing
• Activite participation of top executives and experts is essential
for extensive awareness, thought leadersship and top-of-mind
• People see when someone is trying to marketing BS them
Ekana Innovation 2006 – 2009 www.ekana.fi

20. You can’t stay out of social media
• Decision to ”not go there” is not viable
• If a company exists on the market, it exists on social media
• The question is whether you can affect and contribute for
more positivity and trust
• Trusted position within the ecosystem allows more forgiveness
in crisis situation
Ekana Innovation 2006 – 2009 www.ekana.fi

21. Thanks for having me!
www.ekana.fi
ekana.wordpress.com
Ekana Innovation 2006 – 2009 www.ekana.fi