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Salo CBIM 2010 social media in industrial marketing

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Jari Salo
Jari Salo

Presentation of social media utilization in Finnish industrial companies at the Center for industrial marketing (CBIM) workshop 2010.

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SOCIAL MEDIA MANAGEMENT IN THE FINNISH B2B MARKETS Professor Jari Salo Aalto University, School of Economics (Formerly known as Helsinki School of Economics HSE, Dept. of Marketing & Management) Co-authors: Tuula Lehtimäki, University of Oulu Henri Simula, Aalto University [email_address]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Influene of IT business marketing ,[object Object],[object Object],[object Object],[object Object]
Purpose of the research ,[object Object],[object Object],[object Object]
Landscape of social media Lehtimäki et al. 2009
Social media - Value for industrial companies ,[object Object],[object Object],[object Object],[object Object]
Table 1: Categorization of social media tools and some practical illustrations News and updates ! Sharing & Connected Customer Brand value KM= Interaction & knowledge creation and sharing Sales
Table 1: Categorization of social media tools and some practical illustrations (continued) Sharing & Connected Customer Information, news, Brand value Education NPD ideas
Methodology ,[object Object],[object Object],[object Object],[object Object]
Results: Table 3. Utilization of social media marketing tools in examined firms and their current Web 2.0 strategy
Table 4. Marketing actions in social media
Results: Challenges with social media marketing initiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results: Challenges with social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social media management
What next: Social media - Value for industrial companies ,[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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Salo CBIM 2010 social media in industrial marketing

  • 1. SOCIAL MEDIA MANAGEMENT IN THE FINNISH B2B MARKETS Professor Jari Salo Aalto University, School of Economics (Formerly known as Helsinki School of Economics HSE, Dept. of Marketing & Management) Co-authors: Tuula Lehtimäki, University of Oulu Henri Simula, Aalto University [email_address]
  • 2.
  • 3.
  • 4.
  • 5. Landscape of social media Lehtimäki et al. 2009
  • 6.
  • 7. Table 1: Categorization of social media tools and some practical illustrations News and updates ! Sharing & Connected Customer Brand value KM= Interaction & knowledge creation and sharing Sales
  • 8. Table 1: Categorization of social media tools and some practical illustrations (continued) Sharing & Connected Customer Information, news, Brand value Education NPD ideas
  • 9.
  • 10. Results: Table 3. Utilization of social media marketing tools in examined firms and their current Web 2.0 strategy
  • 11. Table 4. Marketing actions in social media
  • 12.
  • 13.
  • 15.
  • 16.