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Enterprise Social Media…The Next Trend in B2B Social Media Marketing is often one of the first functions within an enterprise to adopt social media. Customer service/technical support and HR usually follow in the B2B enterprise. With so many functional areas tapping into social media, how will the organization ensure that all functions follow social media good practice, support the integrity of the corporate brand, and gain the productivity advantages of enterprise social media? Some enterprises are establishing a social media center of excellence that leverages the social media experience and expertise of colleagues to enable the enterprise to benefit from social media in terms of accelerated innovation, effective knowledge sharing, and greater productivity. What B2B Marcom can offer the social media center of excellence? Enterprise social media can increase a company's agility and help provide a competitive advantage. Driving more effective collaboration, greater transparency/fewer silos and innovation are just a few goals of a social enterprise. Often, large companies have the social media tools, but lack an overarching strategy for how to use the tools effectively. This is where marketing communications can help. After all, one of the goals of marketing communications is to boost leads by creating compelling content that drives visitors to websites and engages them in social channels and throughout the buying cycle. Large businesses have similar needs relative to their colleagues, particularly in globally distributed enterprises. For example, how does a center function "sell" their services to field or satellite facilities, especially if the facilities aren't aware of the services? How can colleagues locate subject matter experts? This presentation covers some of the basics and includes an opportunity to download a free 9-page white paper that include additional information and enterprise social media references.
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Copyright © 2013, J. Damico Marketing Communications
Enterprise Social Media…The Next Trend in B2B Social Media
J. Damico Marketing Communicationswww.jdamico.net
Table of Contents
• Why Enterprise Social Media?• What B2B Marcom Can Offer the Social Media Center of
Excellence• Educating the workforce: Learnings from B2B marcom• Getting to know you: Leverage extroverted marcom
colleagues to build effective profiles• Content management in the enterprise using an integrated
B2B marcom model• How to integrate social tools into the communications mix• Social media do’s & don’ts from the B2B marcom experience• Metrics
Copyright © 2013, J. Damico Marketing Communications
What are enterprises trying to achieve?
• Enterprise Social Media can…– Better leverage
knowledge– Accelerate
Innovation– Increase
productivity
Copyright © 2013, J. Damico Marketing Communications
What B2B Marcom Offers Enterprise Social Media
• Vision • Leadership• Tactical
Competence
Copyright © 2013, J. Damico Marketing Communications
Why B2B Marcom?
• B2B marcom can help the enterprise avoid common social media mistakes – We’ve already
made them!
• As a result…
Copyright © 2013, J. Damico Marketing Communications
B2B Marcom Helps Speed Adoption
• Gain leadership buy in / support
• Establish goals and objectives– Metrics matter
• Train colleagues– What to do– What NOT to do
Copyright © 2013, J. Damico Marketing Communications
Learnings from B2B Marcom…
• It all boils down to SEO– Create pull– Find expertise
• Get what you want, when and where you need it.
Copyright © 2013, J. Damico Marketing Communications
If it sounds like marketing… that’s because it is!
More Learnings from B2B Marcom…
• Build effective profiles– Who are the
influencers?– How can they help?
• On what keywords are colleagues searching?– Does your profile
include them?
Copyright © 2013, J. Damico Marketing Communications
Content Drives Social Media…
• Use an integrated marcom model to build content– Include context in
communications• How does your
message fit with enterprise vision, goals, objectives?
• Influence behavioral changes that impact results
Copyright © 2013, J. Damico Marketing Communications
More on Content Drives Social Media…
• Communicate clearly & effectively– Match the method
with the message
• Short and sweet– Drive readers to more
in-depth content– General
announcements– Reinforce messages
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Integrate Social Tools Effectively
• Integrate social tools with:– Email– Online communities– Face-to-face events– Webinars– Websites
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Why?...
Improve Communications Effectiveness…
• Cut through clutter• Encourage dialogue• Promote inclusion• Initiate innovation
Copyright © 2013, J. Damico Marketing Communications
Sign up!
Post to activity stream
Comment in commun-ities
SMS (mobile) message
Intranet site banner
HR site (details)
Employee event
Lunch-room tent cards
Posters
Integration Example: HR Announcement
• New healthcare packages available
• Objective:– Elicit action
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Deliver!
Start community discussion
SMS (mobile) message
Announce in activity stream
Applicable intranet site announce-
ment
Video conference
Integration Example: Technical Challenge
• Capitalize on supply shortage
• Objective:– Utilize excess
manufacturing capacity
– Drive colleagues to community discussion
Copyright © 2013, J. Damico Marketing Communications
What’s the point?
• Transparency• Findable information• Reduce / eliminate silos• Knowledge transfer• Knowledge share• Increase productivity
Copyright © 2013, J. Damico Marketing Communications
Social Media Do’s & Don’ts
• Do…– Establish goals– Focus on business
results– Gain leadership
support– Train colleagues– Produce relevant
content
• Don’t– Focus on tools– Expect the
organization to “get it” at first
– Underestimate the cultural change
Copyright © 2013, J. Damico Marketing Communications
Formula for Enterprise Social Media Success
Copyright © 2013, J. Damico Marketing Communications
Clearly defined goals
Leader-ship support
Social media training
Relevant quality content
SUCCESS
Metrics
• Did you achieve your goal?
• Did innovation result?
• Was a problem solved quickly?
• Indicators– Participation /
membership– Number of
discussions / comments
– Number of “likes”– Quality of
discussion– Site visits– Time spent on a
given site / page
Copyright © 2013, J. Damico Marketing Communications
Enterprise Social Media Prediction…
• Social media will become an enabling platform for effective enterprise collaboration & communication.
• It’s no less transformative than telecommunications systems were in the past.
Copyright © 2013, J. Damico Marketing Communications
Learn more…
• Download a 9-page white paper, Enterprise Social Media: The Next Trend in B2B Social Media
Copyright © 2013, J. Damico Marketing Communications
Copyright © 2006, J. Damico Marketing Communications
Thank you…joan[at]jdamico.net
@copywriter4u
