Download pptx - Enterprise Social Media - The Next Trend in B2B Social Media

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


What are enterprises trying to achieve?

• Enterprise Social Media can…– Better leverage

knowledge– Accelerate

Innovation– Increase

productivity


What B2B Marcom Offers Enterprise Social Media

• Vision • Leadership• Tactical

Competence


Why B2B Marcom?

• B2B marcom can help the enterprise avoid common social media mistakes – We’ve already

made them!

• As a result…


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


Learnings from B2B Marcom…

• It all boils down to SEO– Create pull– Find expertise

• Get what you want, when and where you need it.


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?


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


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


Integrate Social Tools Effectively

• Integrate social tools with:– Email– Online communities– Face-to-face events– Webinars– Websites


Why?...

Improve Communications Effectiveness…

• Cut through clutter• Encourage dialogue• Promote inclusion• Initiate innovation


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

Email

Integration Example: HR Announcement

• New healthcare packages available

• Objective:– Elicit action


Deliver!

Start community discussion

SMS (mobile) message

Announce in activity stream

Applicable intranet site announce-

ment

Video conference

Email

Integration Example: Technical Challenge

• Capitalize on supply shortage

• Objective:– Utilize excess

manufacturing capacity

– Drive colleagues to community discussion


What’s the point?

• Transparency• Findable information• Reduce / eliminate silos• Knowledge transfer• Knowledge share• Increase productivity


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


Formula for Enterprise Social Media Success


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


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.


Learn more…

• Download a 9-page white paper, Enterprise Social Media: The Next Trend in B2B Social Media


http://eepurl.com/tMyUP


Thank you…joan[at]jdamico.net

@copywriter4u