The purpose of the paper is to create deeper and holistic understanding of the formulation of social media strategy in the b-to-b companies. The study employed a qualitative case study approach and utilised qualitative data that were collected from two interview rounds. The first interview round concentrated on the challenges of customer interaction in innovation, and the second one on the challenges of social media usage in b-to-b sales. Based on the literature review and interview findings, there is a need for an integrated b-to-b social media strategy with a holistic business approach. The identified challenges were formulated into an integrated social media framework, which discusses the theme from several viewpoints - marketing and sales, communications, research and development, legal, IPR and security, human resources, and information systems.
|Title of host publication||Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015)|
|Subtitle of host publication||Changing the innovation landscape|
|Publisher||International Society for Professional Innovation Management ISPIM|
|Publication status||Published - 2015|
|MoE publication type||B3 Non-refereed article in conference proceedings|
|Event||ISPIM Innovation Summit 2015: Changing the innovation landscape - Brisbane, Australia|
Duration: 6 Dec 2015 → 9 Dec 2015
|Conference||ISPIM Innovation Summit 2015|
|Abbreviated title||ISPIM Brisbane 2015|
|Period||6/12/15 → 9/12/15|
- social media
- b-to-b sales
- b-to-b marketing
- social media strategy
Rantala, T., & Antikainen, M. (2015). Towards social media strategy: Challenges in B-to-B sales and innovation. In Proceedings from ISPIM Innovation Summit, Brisbane, Australia (2015): Changing the innovation landscape International Society for Professional Innovation Management ISPIM.