Wonder if mom will notice I ate the last cookie #yum
Timeout sucks</li></li></ul><li>Takeaways<br /><ul><li>One B2B software company’s approach to social media
A technology launch integrated with social media (IABC Gold Quill Award)
Recommended social media frameworks & resources
Twisdom</li></li></ul><li>Siemensvia YouKu<br />创新于思: Innovation comes from great ideas <br />卓越于器 Excellence is forged from cutting edge tools<br />global powerhouse in electronics and electrical engineering, and operates in the industry, energy and healthcare sectors<br />
Framework: Social Media Readiness<br />SiriusDecisionsSocial Media Readiness Index<br />(Available to subscribers; Blog RSS)<br />Level/Goal (Required, Recommended, Best Practice)<br /><ul><li>Monitoring
Demand</li></ul>Additional Resource: Social Media Measurement: A Disciplined Approach<br />
Social Media @ My Company<br />Goal<br /><ul><li>Participate and increase conversation about our brand(s) and business unit through content and community</li></ul>Objectives<br /><ul><li>Increase conversation participants and participation
60 Flickr images</li></li></ul><li>Twisdom Break<br />“the most important aspect of Twitter may be that, if you do things right, you begin to surround yourself with an incredible group of people eager to share their best questions and insights about life… <br />There's collaborative thinking on Twitter at a level and in a form I've never seen before.”<br />- Tom Morris<br />“Aristotle: 2 say of what is, that it is, is true; 2 say that it is not true, is false. And this is what is, and thus true; and there4 not false”<br />
Now Your Twisdom<br />@RizzoTees<br /><ul><li>If Gilligan had an iPhone, what would he tweet?
Who would your table most like to friend on Facebook?
If you could Twitterview (Twitter interview) someone no longer living, who would it be? And what would you ask them?
If your table started a LinkedIn Group, what would you call it?
What is the most common question you have regarding social media?
What was the last word/phrase you Googled?</li></li></ul><li>Framework: Social Media Impact on Search<br /><ul><li>Seeing a company/brand in social media channels makes a person 1.7x likely to search on that company/brand
50% increase paid search clickthroughs if a person is first exposed to a company/brand in social media (source: sales engine international webinar)</li></ul>Image via @Converseon<br />Next Step: Social Search – Google, Bing, Twitter lists<br />
A Case Study<br />Goal: Increase overall awareness(company, new tech, brands)<br /><ul><li>Obj: Raise conversation
Obj: Drive traffic</li></ul>Goal: Become a respected participant of the Social Media community in our market. <br /><ul><li>Obj: Build & maintain relationships with key influencers.
Obj: Develop an internal education program to encourage engagement.
Obj: Generate new conversations.</li></li></ul><li>Solution Overview<br /><ul><li>Teaser e-mails
Lessons learned: need better promotion strategy</li></li></ul><li>Objective: Drive Traffic<br />Within 3 days, results rank for first page<br />
Objective: Influencer relations<br />The Hype IS Right: Synchronous Technology is a CAD BreakthroughThe hype is right; Siemens has a hit on its hands, one its competition will be FUD’ing and following as fast as they can…. Dassault and Autodesk truly are at a competitive disadvantage with this announcement <br />I have not seen anything as exciting and innovative as Siemens’ synchronous technology since the introduction of parametric modeling in the late 80's.,,Siemens’ competitors will be scrambling for years to catch-up. <br />Siemens PLM Software released a bomb on the CAD world about a new modeling paradigm. There looks to be a lot of promise to this new technology, and I have high hopes for it.<br />Customer Blogger<br />Siemens announcement yesterday no doubt shook some foundations around the CAD Industry…Is it an important feature set that should be looked at by all CAD companies? YES.<br />Customer of Competitor Blogger<br />
P<br />O<br />S<br />T<br />Framework: Forrester 4-Step Social Media Strategy<br />PeopleAssess your customers’ social activities (survey)& your team’s social activities<br />Objectives Decide what you want to accomplish<br />Listening, Talking, Energizing, Supporting, Embracing<br />StrategyPlan for how relationships with customers will change<br />TechnologyDecide which social technologies to use<br />
Publish a blog, web pages<br />Upload created video, music <br />Write & post articles<br />Creators<br />Post ratings/reviews<br />Comment on blogs<br />Contribute to online forums, wikis<br />Critics<br />Use RSS feeds<br />Add “tags”, “Vote” for websites<br />Collectors<br />Social Networks<br />Joiners<br />Read blogs, watch video<br />Listen to podcasts<br />Read online forums, ratings/reviews<br />Spectators<br />Inactives<br />None of the above<br />Framework: Forrester Social Technographics<br />Online US<br />Engineers <br />Siemens PLM<br />13.9%<br />10.8%<br />14 %<br />15.7%<br />11.5%<br />27 %<br />11.3%<br />8.2%<br />7 %<br />21.7%<br />11.8%<br />29 %<br />43.2%<br />42.4%<br />50 %<br />49.2%<br />53.7%<br />24 %<br />
Example: Consumer Created/Generated Media<br />2,761 views<br />8-yr-old son of a customer shows how easy it is to use our software<br />
Framework: Social Media Roadmap<br />Survey target audience<br />(Baseline course, guidelines)<br />(customers, influencers)<br />Consider blogging if there is enough conversation & other blogs to interact with; conversation may be best in other networks like LinkedIn<br />Conv. Mining, alerts<br />(editorial calendar)<br />(blog internally 3 months)<br />
Listen, Engage, Energize<br />Siemens PLM Volume by Voices April – Sept 09<br />Q3<br />Q4<br />Non-Siemens PLM participation up to 67% in Q4<br />Mean Volume: Siemens EGM<br />Mean Volume: Other Voices<br />Total Siemens Conversation<br />Siemens EGM Share<br />Other Voices Share<br />
Framework: Managing Social Media <br />PR of Social Media (2.5%)<br />Event Blogging (5%)<br />[PLATFORMS] Back Office - - - Front Office [CONTENT]<br />Training/Advising (25%)<br />Social Media Research (10%)<br />
Wikis in Plain English</li></ul>Mashable UPS video series:<br /><ul><li>http://mashable.com/2009/10/23/ups-video/
http://mashable.com/2009/10/27/social-media-tools-video/</li></li></ul><li>Resource: Hubspot<br />Website grader (& blogs)<br />Press Release grader<br />Twitter grader<br />Facebook grader<br />Slideshare: The Future of Marketing is Publishing - 8 Step Content Strategy , Everything Marketers Need to Know About Twitter Lists<br />Blog: HubSpot's Inbound Internet Marketing Blog<br />
Resource: Forrester<br />Forrester Groundswell Award Winners <br />Laura Ramos B2B Marketers Blog<br />Listen to what customers talk about Ex:CDW teamed with Communispace <br />Talk with your customers (not at them): turn online activity and content into rich conversations. Ex: Eloqua’s Conversation<br />Energize your best customers to talk about you:Ex: Sonic Foundry boosted Unleash 2009<br />Help your customers support each other. transformation of support forums. Ex: EDR's commonground — a community for environ professionals<br />Encourage your customers spread success. customers help others adopt a product or service. Ex: ComplianceOnline, generating 30% of MetricStream’s leads<br />Embrace customer ideas and suggestions.Ex: Archer Technologies 1529 ideas, new mobile products. <br />
Resource: WOMMA<br /><ul><li>Do You Speak Social?