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Social media in enterprise amcis 09082012

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Matti Rossi
Matti Rossi

1) Enterprise social media is gaining traction in Finland, with 40% of Finnish companies having a social media strategy. Facebook is the most popular platform, used by 60% of companies. 2) A case study of Finnair found that their social media initiatives like the "Quality Hunters" program and "Finnair Runway" blog had mixed results, engaging customers but generating few new ideas. 3) There is interest in both official, sanctioned social media use by companies but also viral content not approved by companies that can generate backlash, as seen with a Greenpeace parody site about an oil company.

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Social media in Europe Or rather in Finnish context Matti Rossi, Aalto School of Business
Enterprise social media Starting to gain traction Digital media companies are willing and able More traditional companies less so Huge interest in formal social media tools Yammer, SalesForce Chatter Facebook, Twitter etc. often sanctioned E.g. our school policy does not allow me to keep an FB page for our masters program
Social media in enterprise amcis 09082012
Some research statistics 40 % of Finnish companies have a social media strategy Facebook by far the most popular social media, 60 % of companies using social media use FB YouTube second by 50 %, Twitter 30 % and blogging about 20% Most companies in a testing phase Source: Finnish advertisers union http://www.mainostajat.fi/mliitto/index.asp
Example: Finnair Small, regional airliner reinventing itself Finnair Runway Blog: Contributions from Finnair employees and invited outsiders Little customer discussion Departure 2093 Campaign: Five Visions for Future Air Traffic Purpose: to convey Finnair values of quality, freshness, and quality Facebook for Service Delivery During Crises Very useful during the Icelandic ash crisis Ref: Company Tactics for Customer Socialization with Social Media Technologies: Finnair's Rethink Quality and Quality Hunters Initiatives Jarvenpaa, S.L.; Tuunainen, V.K., HICSS 2012, http://dx.doi.org/10.1109/HICSS.2012.166
Quality Hunters Purpose: use socialization agents to signal what quality is in air travel and engage customers in discussions Outcomes: 5300 applicants from 90 countries, much local PR Over half a million blog visitors during two months Many active participants were repeat (and from Finland) Very few actual ideas for new product development
Viral vs. official Many companies have official policies etc. for social media Most interesting things happening recently have been viral and usually not sanctioned by companies Nestespoil.com is a Greenpeace site that mocks Neste Oil, a Finnish oil refiner Neste tried to use Wipo to claim the web site Huge backlash in social media See: http://www.techdirt.com/articles/20120622/08055119434/greenpeac e-parody-site-censored-using-copyright-infringement-claim.shtml
Social media in enterprise amcis 09082012
And then something completely different More than 1000 Angry birds cake videos in YouTube 21 million FB fans

More Related Content

Social media in enterprise amcis 09082012

  • 1. Social media in Europe Or rather in Finnish context Matti Rossi, Aalto School of Business
  • 2. Enterprise social media Starting to gain traction Digital media companies are willing and able More traditional companies less so Huge interest in formal social media tools Yammer, SalesForce Chatter Facebook, Twitter etc. often sanctioned E.g. our school policy does not allow me to keep an FB page for our masters program
  • 4. Some research statistics 40 % of Finnish companies have a social media strategy Facebook by far the most popular social media, 60 % of companies using social media use FB YouTube second by 50 %, Twitter 30 % and blogging about 20% Most companies in a testing phase Source: Finnish advertisers union http://www.mainostajat.fi/mliitto/index.asp
  • 5. Example: Finnair Small, regional airliner reinventing itself Finnair Runway Blog: Contributions from Finnair employees and invited outsiders Little customer discussion Departure 2093 Campaign: Five Visions for Future Air Traffic Purpose: to convey Finnair values of quality, freshness, and quality Facebook for Service Delivery During Crises Very useful during the Icelandic ash crisis Ref: Company Tactics for Customer Socialization with Social Media Technologies: Finnair's Rethink Quality and Quality Hunters Initiatives Jarvenpaa, S.L.; Tuunainen, V.K., HICSS 2012, http://dx.doi.org/10.1109/HICSS.2012.166
  • 6. Quality Hunters Purpose: use socialization agents to signal what quality is in air travel and engage customers in discussions Outcomes: 5300 applicants from 90 countries, much local PR Over half a million blog visitors during two months Many active participants were repeat (and from Finland) Very few actual ideas for new product development
  • 7. Viral vs. official Many companies have official policies etc. for social media Most interesting things happening recently have been viral and usually not sanctioned by companies Nestespoil.com is a Greenpeace site that mocks Neste Oil, a Finnish oil refiner Neste tried to use Wipo to claim the web site Huge backlash in social media See: http://www.techdirt.com/articles/20120622/08055119434/greenpeac e-parody-site-censored-using-copyright-infringement-claim.shtml
  • 9. And then something completely different More than 1000 Angry birds cake videos in YouTube 21 million FB fans

Editor's Notes

  • #7: Christina Lund Sorensen (Denmark), Ella Marshall (United Kingdom), Warren Singh-Bartlett (Lebanon)and Wolfgang Wagner (Germany)