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Enterprise social-media-the-new-b2 b-marcom-trend-j-damico-2

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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 …

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. This in an area where B2B marcom can contribute value to the enterprise 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?

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  • 1. 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 companys 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, enterprises focus on social media tools and technology, which are necessary, but require an overarching strategy to be used effectively and sustainably. 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 arent aware of the services? How can colleagues locate subject matter experts?© 2013 J. Damico Marketing Communications (845) 778-5095 1
  • 2. Many people in large organizations counterpart Yammer and Salesforce.comsreport that they spend an inordinate Chatter). Many enterprises are addicted toamount of time finding the right email for its ease of use and broadcastpeople and information they need to capability. Unfortunately, email is not ado their jobs effectively—an estimated collaborative or social tool, and the19 percent of the average workweek, information communicated lies captive inaccording to a McKinsey Global email silos, unsearchable by the generalInstitute Report. Colleagues know population who could benefit from thethat their organizations are rich with information.resources, however finding them whenand where they need them is often Marcom colleagues can help the functionalchallenging. Social media can enable areas within an organization develop athe organization to quickly and easily taxonomy around keywords, categories andlocate expertise and information, but tags on which their potential "customers"only when it is properly communicated may be searching. The following figureto the organization. Communication illustrates a sample engineering taxonomy.goes beyond a line ofbusiness SharePoint site KEYWORDSand an org chart. It all CATEGORIES TAGSgoes back to searchengine optimization(SEO).Educating theworkforce: Learningsfrom B2B marcomOrganic search plays akey role in most B2Bintegrated marcomprograms. Social mediaprovides greater SEOcapability when thesame on-pageoptimization techniquesused to boost searchranking are also applied Fig. 1 Sample of a keyword taxonomy.to social posts. In theenterprise, these same techniques can help Establishing a framework forwould-be "customers" find the information communications using keywords, categoriesand subject matter experts within the and tags appropriately will increaseenterprise. The first step is educating relevance of communications and enablecolleagues on the most effective ways to colleagues to find what theyre looking forapply social media tools such as activity faster and easier. This framework alreadystreams (Twitter or its enterprise exists within various enterprise applications © 2013 J. Damico Marketing Communications (845) 778-5095 2
  • 3. such as Microsoft SharePoint. However, specializes in a specific engineeringcolleagues fail to use these features, often discipline such as HVAC, then note itbecause they dont understand how the on the profile. A colleague may alsooutcome will benefit the productivity of the have additional expertise in HVACorganization--particularly when it comes to techniques that reduce energyconducting a search for information consumption and ensure FDAcolleagues need to do their jobs more compliance relative to cGMP. Itsproductively. important that keywords "HVAC," "reduce energy consumption" andThere should be a philosophical "FDA compliance and cGMP" appear indiscussion on the fundamental the profile so that colleaguescommunications shift from push to pull searching for these areas of expertisebrought by social media. Email will find the right subject matterremains an important push expert. The profile helps create thecommunications tool. However, a pull mentioned earlier.recent study conducted by LCWAResearch Group in conjunction with Content management in theThe Grossman Group , suggests that enterprise using an integratedemail is more effective for specific B2B marcom modeltypes of communications such as If theres one thing enterprises are good at,organizational updates, and its pushing out information en masse—announcements and strategy updates. announcements, memos, instructions, etc.Remember social media has less to do With an integrated content managementwith the communiqué itself and more strategy, most enterprises can alleviateto do with the dialogue around the inbox fatigue, allow the recipient morecommuniqué. Thats where value is control over what they receive and howadded. they receive it, and communicate more effectively.Getting to know you: Partner withmarcom colleagues to build For many colleagues—particularlyeffective profiles millenials—email is relied on less as aMost HR management systems within source of information. This up-and-comingan organization allow colleagues to workforce often relies on social dashboardscomplete a profile, much like a or other near real time social applicationsLinkedIn or Google+ profile. such as a Twitter-like activity stream. ThisPartnering with marcom colleagues is where marcom colleagues can helpcan help build a profile that makes it communicators identify content types; andeasier for colleagues to find subject based on type, select the most effectivematter experts. For example, complete method to communicate.profiles using keywords that pertain toa colleagues area of expertise and As most B2B marcom professionals know,words that potential customers would engaging prospects throughout lengthyuse to find a given colleague. For buying cycles usually involves an integratedexample, the system may include approach that includes various types ofdefault selections for functions such as content delivered across multipleengineering. However, if a colleague communication channels. Managing content© 2013 J. Damico Marketing Communications (845) 778-5095 3
  • 4. in a social enterprise is similar to managing organization such as corporateB2B marcom content. In the enterprise, initiatives, mission/vision, and generalcontent management is about making "how to" information.content available when, where and howcolleagues need it as they work and • Team sites – similar to the above,advance throughout the enterprise. these are information repositoriesContent can take the form of an intranet specific to an organizations lines ofsite, internal blogs, activity stream, business, geographic teams, functionalcomments on posts, email and other forms. areas, or specific subject areas or initiatives. Larger enterprises may useAs with marketing communications, one SharePoint to manage team sites.communiqué is rarely enough to gainattention or get the message across. For • Social media –discussion relative tosome colleagues, an email may work; but announcements and information. Itfor others, a post in an activity stream is may take the form of a reiteration ofmore effective. Still, there are others who an announcement linking back to theprefer to get information from an intranet details, specific discussions/dialoguesite. The same message can be around areas of expertise (e.g. specificreformatted to fit the various communities of practice), internal helpcommunication vehicles; however the desk, or basic "did you know…" posts.message must be consistent across all • Face-to-face/virtual face-to-face—communication channels. A content performance reviews, "difficult"calendar thats aligned with the conversations, town halls,organizations mission/vision, goals and keyinitiatives, along with division and/or • Print/other – good forfunctional-level goals and objectives, helps communications that have longevity,communicators plan what they will where the cost to design and producecommunicate, to whom and the methods. A a printed piece can be justified, forsimple spreadsheet can help communicators example, a mission/vision statement.manage the content, and the following listprovides guidance on the effective use of • Video/audio – excellenteach communication method. medium, to "humanize" communications. Seeing a face • Email – distribute announcements and hearing the words is a more relative to: organizational changes, engaging method for delivering strategic decisions (e.g. leadership messages, such as mergers/acquisitions), business year-beginning or year-end systems that may undergo an communications. upgrade, notifications of social media discussion (although these usually How to integrate social tools into take the form of automated pings). the communications mix The McKinsey Global Insights report • Intranet – more or less static web estimates that 72 percent of pages that serve as a repository of companies use social technologies, but information and reference to are not receiving the full benefit. information that colleagues need to Often in enterprises, social tools are know to function well within the© 2013 J. Damico Marketing Communications (845) 778-5095 4
  • 5. developed and deployed faster than ongoing training and support. A socialthe organization can gain an media community can enable users ofunderstanding of their purpose and the application, as well as the businesshow to use them effectively. Theres a technology owners, to participate inrisk that without training or at least a discussion near real time and withincommunity, such as a social media the context of an issue theyrecenter of excellence, the tools will not experiencing at the time. This isgain widespread adoption. Worse yet, particularly effective in the situation ofthe organization will fail to realize the an application rollout becausebusiness benefits of social media. colleagues can get answers faster toKeep in mind that social tools are questions or issues that were likely toeffective at creating dialogue around a have already been resolved than bygiven topic. Dialogue can help create calling the help desk. In addition,buzz and spread the message faster users can help other users, completelyand to more colleagues. For example, bypassing the help desk and enablinga company announcement thats help desk colleagues to focus on morecommunicated via email can be pressing or complex issues. This notechoed in an activity stream, posted to only speeds adoption of thean intranet site and mentioned in a application, but does so with a morenewsletter. The commenting features, effective use of resources.commonamong socialapplications,enable usersto respond towhat wouldhave been a Social media caveats from thestatic announcement. More B2B marcom experienceimportantly, the organization receives Adopting social media tools does not makenear real-time feedback, and a social enterprise. Applying the expertisecolleagues can gain a sense of of the Social Media Center of Excellence canengagement in the dialogue that help enterprises avoid the common pitfallsensues. of social media adoption including: (1) lack of a clearly defined goal; (2) lack ofTaken a step further, social tools can leadership support; (3) lack of training; andhelp increase the speed at which an (4) lack of relevant, quality content.initiative is adopted and reduce the Remember, the goal of enterprise sociallearning curve. For example, an media is to gain a competitive advantage byorganization rolls out a new business increasing productivity through betterapplication. The typical sequence leveraged expertise and knowledge sharing.includes a pre-launch announcement, Positioning social media as a long-termwhich is emailed and lets colleagues proposition that can contribute toknow the application is coming, streamlining operations and improvingfollowed by a series of webinars— productivity will have greater influence onannounced via email—to introduce gaining leadership approval than talkingcolleagues to the basics, and then© 2013 J. Damico Marketing Communications (845) 778-5095 5
  • 6. about the tools or trends. The Social Media Explain what acceptable use is and what itCenter of Excellence must focus on business is not, particularly if the organizationbenefits of social media. If leadership does operates in a regulated industry such asnot endorse and support social media banking or pharmaceutical. Providebeyond providing the tools, then success examples that easily demonstrate policy,will not be likely. A workaround to gaining such as what constitutes an objectionablesupport is to prove social media success post to the activity stream and how it couldwith a pilot program. But be prepared to do be phrased to comply with policy.a lot of the work yourself to get it started. Finally, social programs are driven byIn many organizations, colleagues with content around which relationships aresocial media experience are eager to lend a formed. Nothing undermines a social mediahand. Consider leveraging successful social program faster than a lack of recent,media programs from industries or frequent and relevant content. (Revisitenterprises similar to yours to help speed previous section "Content management inacceptance. There are a growing number of the enterprise using an integrated B2Bsuccess stories about enterprises that have marcom model.") The most successfuladopted social media available through short- and long-term social media programsNewsgator, the 2004 pioneer of RSS begin with a stock pile of communicationsreaders, and now a and a handful of willing Social programs are driven by contentleader in the integration participants to "grease around which relationships are formed.of social technology and the wheel" and sustainMicrosoft® SharePoint® Nothing undermines a social media the program ascollaboration software. program faster than a lack of recent, colleagues begin to adopt frequent and relevant content. social communications inTop down training is their daily work flows.essential. Remember, Its important tomost organizations include colleagues from emphasize recent, frequent and relevant ina range of generations, some of whom may the adoption of social participation. Usingnot know how best to apply social media. LinkedIn communities as an example, howTraining should encompass how to use the many communities have become overriddentools, but also how social media fits within with spam? Participation wanes when thethe broader perspective of the organization, content is not relevant to the topic. Usinge.g., "the why." Research on social media the same example, a community whereimplementation in B2B companies shows participation is sporadic (frequency) willthat colleagues are more enthusiastic about lose members and quickly evaporate. Theparticipating in social media when they see immediacy of social media makes recency aa shared vision that includes business goals key attribute of the social enterprise.and how their participation can lead to Whether a specific community or theachieving the goals. The research also companys activity stream, more recent,suggests investing in frequent timely content positively influencesexperimentation and empowering participation. People frequent social spacescolleagues with an affinity for social media when they gain value from doing so. Ato further instigate change. useful tip, an answer to a question, an introduction to a subject matter expert—Include a policy section in your training, but these are just a few examples of themake it easy to understand and follow.© 2013 J. Damico Marketing Communications (845) 778-5095 6
  • 7. attributes that add value to enterprise social message is getting through. Other metricscommunities. include number of site visits, time spent on a given site, number of comments/likes,Metrics and the quality of discussion withinThe measure of a successful enterprise communities.social media program is engagement andproductivity, both of which take time—as While these quantitative metrics are moremuch as six to 12 months—to gather indicative of participation in the program,enough meaningful data to evaluate. after the program matures, more qualitativeInitially, colleague productivity is almost metrics will need to be developed thatalways a concern among leaders. However, indicate business value in terms ofsimilar to rolling out a new ERP system, the increased productivity, better leveragedinitial learning curve may cause a resources, and innovation and knowledgetemporary dip in productivity until sharing. The social media Center ofcolleagues become comfortable with the Excellence should follow up with socialnew system, and its benefits are then teams to identify successes, learn whatsrealized. working and whats not working. Then, adapt the social program as needed.Initially, enterprise social media may appearunproductive. Participation typically begins Why social media… why now?with personal topics including the local It is a strongly held belief that enterprisesweather, whats for stand to gain the mostlunch, etc. This is As more people become accustomed to value from social media.normal and an communicating via social media in their The termimportant step in personal lives, they hold the same "consumerization," oftenlearning the tools and expectations for communicating socially used in informationadopting social within the enterprise. technology to describebehaviors. Usually, the infiltration ofover the first year, the conversations shift consumer-based technology products to thefrom personal to business and the tools are business, is also driving social media. Bringexploited in a way that drives productivity, Your Own Device (BYOD) is an example ofcollaboration and knowledge sharing. consumerization. Colleagues who useRemember, unlike "water cooler" smart phones for personal use prefer to alsoconversation, social media conversations use them in the workplace instead ofare date and time stamped and easily carrying two mobile devices—one formonitored. business and one for personal use.Some companies use more formal surveys The same phenomenon holds true for socialto gain insight into colleague participation in media adoption. As more people becomethe use of social tools and overall sentiment accustomed to communicating via socialof social business. Surveys can encompass media in their personal lives, they hold thethe social program as a whole or be used as same expectations for communicatinga means of measuring a specific social socially within the enterprise.element such as content pushed on a Unfortunately, enterprise social tools havenewsfeed. Quiz questions regarding a lagged behind consumer social media toolsrecent post thread can indicate the level of in terms of ease of use, intuitive interfacesengagement with the feed and if the and functionality. For the "power-users" of© 2013 J. Damico Marketing Communications (845) 778-5095 7
  • 8. social media, this lag often forces a and integrated marcom seminars for clientscompany to drive social media endeavors and industry associations including thefirst by focusing on evolving the tools. As a American Writers and Artists Instituteresult the organization lacks a cohesive (AWAI), Business Marketing Associationsocial media strategy and understanding of (BMA), Public Relations Society of Americaits business purpose. For the social media (PRSA) and has taught marcom andnewbies, the tool-based focus is copywriting courses at colleges andoverwhelming, leaving a negative universities including New York University.impression of social enterprises as non- Joan has helped businesses apply socialproductive. media strategies and tactics to communicate more effectively. She is aWhen social media is approached as a former manager of the LinkedIn Group, B2Bplatform on which colleagues are enabled to Social Media, where she took the groupwork more effectively, the possibilities from 2,000 members to more than 10,000become more apparent. Social features are in 18 months.already becoming embedded into thesystems we use every day. Social media is Connect with Joan on her websitebecoming part of an organizations culture www.jdamico.net or in the socialsphere:and connecting disparate workforces,enabling them to realize their full potential.A social media center of excellence canspeed the adoption of social media withinenterprise, and leverage existing social Continue to the following page for additionalmedia experience from marketing and other references on enterprise social media...functional areas to more effectivelyengender a social culture. As a result,enterprises can realize the benefits faster,which can lead to top line growth, bottomline savings and a competitive advantage.About Joan Damico… Joan Damico is a marketing communications (marcom) consultant and copywriter with more than 15 years’ experience in B2B marcom for high tech and industrial companies. She helps them leverage social mediaand traditional media to build brands, boostleads and drive sales. Joan is the author ofIntegrated Marcom Minute blog andnewsletter and a contributing author to B2BBloggers. She has presented copywriting© 2013 J. Damico Marketing Communications (845) 778-5095 8
  • 9. Additional references on establishing a social media center of excellence:"4 Considerations For The Social Business Center Of Excellence" by Michael Brito, BritopianFocuses on organizational behavior change and its importance in social business transformation"A Cisco Story: The Social Media Marketing Center of Excellence" by Petra Neiger, CiscoAlthough the post focuses on social media for marketing, the process of establishing the Center ofExcellence applies."Breakdown Corporate Social Media Team" by Jeremiah Owyang, Altimeter GroupExcellent resource for corporate social media teams and programs"Employee Participation – The Influence of Enterprise Learning During Evolutionary Change: A mixedmethod study into social media implementation" by Yekemi Bolare Otaru"Making the Business Case for Enterprise Social Networks" by Charlene Li, Altimeter GroupAnother excellent resource from Altimeter that focuses on relationships and how they drive value."The New Market for Social Media Consultants" by Neicole Crepeau (guest post on Business GrowBlog)Good primer on the challenges and opportunities of social media within the enterprise"The social economy: Unlocking value and productivity through social technologies" by Michael Chui,James Manyika, Jacques Bughin, Richard Dobbs, Charles Roxburgh, Hugo Sarrazin, Geoffrey Sandsand Magdalena Westergren, McKinsey Global InsightsInteresting data on enterprise social media adoption and benefits"The Social Organization: How to use social media to tap the collective genius of your customers andemployees" by Anthony J. Bradley and Mark P. McDonald.The book focuses on the strategy behind implementing social technologies and the role of leadershipin facilitating social enterprises that deliver business value for the company and its customers. © 2013 J. Damico Marketing Communications (845) 778-5095 9

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