Making the connection
A different way of thinking about social media
and how it links to business objectives.

November 20...
Making the Connection                                        Page 2



Social media is on the map.
Businesses and governme...
Making the Connection                                                                Page 3



Framework for Engaging in C...
B2B Best Practice
Making the Connection                                                                  Page 5



                         ...
Making the Connection                                                                       Page 6



                    ...
Making the Connection                                                                     Page 7



                      ...
Making the Connection                                                                 Page 8



                        Mc...
Making the Connection                                                                  Page 9




                        ...
Making the Connection                                                            Page 10




                          Kin...
Making the Connection                                                                 Page 11




 Accenture Management Co...
Making the Connection                                                Page 12




 Accenture Management Consulting
 (Profes...
B2B Best Practice
Industry opportunity:
financial services
Making the Connection                                                   Page 14




                        B2C: First Dir...
Making the Connection                                                     Page 15




                        B2C: First D...
Making the Connection                                            Page 16




                        B2C: Barclaycard
    ...
Making the Connection                                               Page 17




                        B2C: Barclaycard
 ...
Making the Connection                                                                  Page 18




 B2B: IFA Life
 Using s...
Making the Connection                                                    Page 19




 B2B: IFA Life
 Repurposing content a...
Making the Connection                                                           Page 20




 B2B: HSBC Business Network
 B...
Making the Connection                                                              Page 21




 B2B: HSBC Business Network...
Making the Connection                                                          Page 22



                                ...
Making the Connection                                                      Page 23



                                    ...
So what is best practice
for corporate social media?
Making the Connection   Page 25



Pick a purpose.

Build relationships
Community sharing
Improve recruitment
Reputation m...
Making the Connection                            Page 26



Social media is more than meets the eye.

                    ...
Making the Connection                                                      Page 27



Social media mapping,
based on Omobo...
Making the Connection                                                             Page 28



Follow a framework


        ...
Making the Connection                              Page 29



Most importantly, best practice is…



Social media for a pu...
Thank you
     To discuss how Omobono can help
     build your brand with social media,
     contact ben@omobono.com


©20...
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Omobono social media best practice

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Social media has arrived, but how are B2B marketers responding to it?

Omobono reveal some of the best practice examples of business to business brands using social media, explore why it works and – most importantly – what can work for your business.

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Omobono social media best practice

  1. 1. Making the connection A different way of thinking about social media and how it links to business objectives. November 2010
  2. 2. Making the Connection Page 2 Social media is on the map. Businesses and governments are using it. Successfully. But how does it work in business to business, for your business?
  3. 3. Making the Connection Page 3 Framework for Engaging in Corporate Social Media Content Yours, mine & ours Curation + creation THE 3C’s ConversationNot control Collaborative + collective Connections Community building + Relationships drive your business. story sharing Source: Omobono Ltd., 2010
  4. 4. B2B Best Practice
  5. 5. Making the Connection Page 5 Cisco (IT services) Consistent branding across engaging content in relevant spaces to specific audiences; all of which tie together, where appropriate.
  6. 6. Making the Connection Page 6 Cisco (IT services) Active and consistent presence in mainstream social networks to driving traffic to custom, branded networks.
  7. 7. Making the Connection Page 7 McKinsey Quarterly (Professional Services) Repurposing content across spaces to establish ‘leadership’ position in market to audiences in digital spaces they are most comfortable.
  8. 8. Making the Connection Page 8 McKinsey Quarterly (Professional Services) Using established platforms to drive audience to central corporate website and blogs.
  9. 9. Making the Connection Page 9 Kinaxis (Supply Chain Management) Using interesting, relevant and (gasp!) humorous content to create an active community within an industry typically perceived to be ‘dry’ and incongruous with engaging digital content . What does supply chain management have to do with ‘Casino’? Just ask Kevin Pollak!
  10. 10. Making the Connection Page 10 Kinaxis (Supply Chain Management) Expert content and industry conversations (among partners, competitors, customers and prospects) hosted within branded custom network, driving traffic between corporate blog, website and bespoke network.
  11. 11. Making the Connection Page 11 Accenture Management Consulting (Professional Services) Engaging users from mainstream networks in active recruitment campaigns. Specifically, using LinkedIn as a point of contact by curating current employee profiles to develop a network of high-quality recruitment referrals.
  12. 12. Making the Connection Page 12 Accenture Management Consulting (Professional Services) Connecting recruitment prospects with employees across and within a network of digital spaces.
  13. 13. B2B Best Practice Industry opportunity: financial services
  14. 14. Making the Connection Page 14 B2C: First Direct Building community of customers because they are customers. Using transparent dialogue to encourage brand camaraderie and loyalty.
  15. 15. Making the Connection Page 15 B2C: First Direct Curating brand’s social activity to create coherence and drive traffic to and from each space.
  16. 16. Making the Connection Page 16 B2C: Barclaycard Using content appropriate for both audience and platform. Curating and repurposing relvant on- and offline content.
  17. 17. Making the Connection Page 17 B2C: Barclaycard Consistent brand and content presence across different social spaces, enabling a rich brand experience for users across platforms
  18. 18. Making the Connection Page 18 B2B: IFA Life Using social media within a highly regulated (and innately cautious) industry. Encouraging engagement from across social spaces using ‘expert’ content to establish as a leader in the industry. Specifically, using Twitter –an often overlooked platform in this industry.
  19. 19. Making the Connection Page 19 B2B: IFA Life Repurposing content and conversations from main branded community and mainstream social networks.
  20. 20. Making the Connection Page 20 B2B: HSBC Business Network Bespoke social network; building a community for business owners, customers or not. Creating and collating expert content to build story sharing community.
  21. 21. Making the Connection Page 21 B2B: HSBC Business Network Creating a go-to resource, connecting the business audience with value-adding, easy to navigate content.
  22. 22. Making the Connection Page 22 B2B: LV= Customer and business facing social activity, providing content in relevant mainstream spaces as well as creating a bespoke community for content sharing in a branded space.
  23. 23. Making the Connection Page 23 B2B: LV= Forming a cohesive digital presence with interconnected platforms and content.
  24. 24. So what is best practice for corporate social media?
  25. 25. Making the Connection Page 25 Pick a purpose. Build relationships Community sharing Improve recruitment Reputation management Increase profile Curate knowledge Thought leadership
  26. 26. Making the Connection Page 26 Social media is more than meets the eye. Think outside the box.
  27. 27. Making the Connection Page 27 Social media mapping, based on Omobono’s Enterprise Relationship Management process External Suppliers The Purpose Internal Customers Source: Omobono Ltd., 2010
  28. 28. Making the Connection Page 28 Follow a framework Content Yours, mine & ours Curation + creation THE 3C’s ConversationNot control Collaborative + collective Connections Community building + Relationships drive your business. story sharing Source: Omobono Ltd., 2010
  29. 29. Making the Connection Page 29 Most importantly, best practice is… Social media for a purpose, rather than for social media’s sake Make it work for you (not the other way around).
  30. 30. Thank you To discuss how Omobono can help build your brand with social media, contact ben@omobono.com ©2010 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and creative concepts developed and contained in this document remain the intellectual property of Omobono Ltd until such time as they are procured by a third party. Anyone viewing this document may not use, adapt or modify the contents without our prior consent. Omobono Ltd. T +44 (0)1223 307000 St Giles Hall F +44 (0)1223 365167 Pound Hill Cambridge CB3 0AE, UK www.omobono.com

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