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Ingrid Lotze - Social Media in Marketing Africa 2011 - 25 February 2011
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Ingrid Lotze - Social Media in Marketing Africa 2011 - 25 February 2011

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Social media is established as the platform of choice for collaboration, knowledge management and social learning within the enterprise space.

Social media is established as the platform of choice for collaboration, knowledge management and social learning within the enterprise space.

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  • The business world can be surprisingly clueless about human interaction and the one wave that everyone wants to take advantage of is social networking
  • Forrester Research reported last year that 27 percent of information workers regularly access web sites that the company doesn’t sanction, (LinkedIn or Google Docs for example), for work purposes. 12 percent download applications not provided by the company, (like video editors), and eight percent are using smart phones and paying for it themselves … for work purposes. IT no longer controls technology within the company, workers do. Calamity? No, just a new way of working — smarter, faster and a breeding ground for innovation. Employees who know their job and collaborate with employees who know their jobs use technology to solve customer problems
  • Forrester Research reported last year that 27 percent of information workers regularly access web sites that the company doesn’t sanction, (LinkedIn or Google Docs for example), for work purposes. 12 percent download applications not provided by the company, (like video editors), and eight percent are using smart phones and paying for it themselves … for work purposes. IT no longer controls technology within the company, workers do. Calamity? No, just a new way of working — smarter, faster and a breeding ground for innovation. Employees who know their job and collaborate with employees who know their jobs use technology to solve customer problems. It’s actually working, even at large companies, like US retail giant Best Buy – where, on a collaboration platform, with access to a wealth of product, pricing and image data, developers can now implement useful third-party applications to track rapidly dropping retail prices. It all started with a website staffer who used his spare time to adapt a Twitter application. Now it solves problems like how 2 500 hourly staffers can microblog without violating labour laws. These are empowered employees. Pfizer created Pfizerpedia in 2006 when two employees launched a blog and a wiki as individual initiatives. The corporation has leveraged the interactive-community-based tool ever since adoption within the organisation began to snowball. Pfizerpedia grew virally, 13 000 individual users worldwide engaged and contributed within a year of launch. Research institute Hershey Center for Applied Research (HCAR) is a single example of an organisation, inspired by the success of the Pfizer experience, that has launched a similar initiative. The center created KnowledgeMesh , an online meeting ground for the life sciences community, including scientists, researchers, venture capitalists, and educators. Holiday resorts group Vail Resorts turned its media policy around and embraced social media. It hired social media staffers instead of buying magazine ads, and trained the staff on how to turn pictures, videos and tweets into fast-spreading, word-of-mouth ads. At Dell, Manish Mehta manages so many social initiatives that he reports directly to the CMO and runs a council of high level execs who share best practices weekly. And in South Africa, national airline SAA implemented Wildfire in a bold pilot project to create private groups within a larger network to bring 180 managers together and develop strategy across organisational boundaries.
  • In the B2B world especially, it’s crucial to step back and look at your business and who your target customer is. A B2B target audience is usually narrower in scope than a B2C audience. B2B is more P2P – people to people. The buyer still wants to buy from a trusted friend, not a logo or a company Content is my best B2B social media lesson. I’ve seen many companies learn that providing interesting content (like video testimonials or how-to information) is a great way to encourage prospects, warm up leads, and convert to sales opportunities. Bring your client’s social media profile information into your CRM system to help your sales folks learn more about your client’s day to day life for the next sale contact cycle.”

Ingrid Lotze - Social Media in Marketing Africa 2011 - 25 February 2011 Ingrid Lotze - Social Media in Marketing Africa 2011 - 25 February 2011 Presentation Transcript

  • B2B SOCIAL MEDIA ?
  • More business decisions happen over lunch or dinner than any other location but there are no MBA courses on the subject. Peter Drucker
  • Social media is established as the platform of choice for collaboration, knowledge management and social learning within the enterprise space. The concepts contained in this slide are copyright to Firestring [Pty] Ltd
  • infographic from Mashable on the rise of B2B social media marketing
  • Low executive interest Perceived as irrelevant No staff dedicated to social media Low use of outside agencies
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  • Low executive interest Perceived as irrelevant No staff dedicated to social media Low use of outside agencies
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  •  
  • B2B vs B2C ? Social Network assisting best business practice Social media tools fb/twitter/viral/competitions/mobile
  • Don’t ask do we need social media Ask: Do the teams in your business keep re-inventing the wheel? Are you struggling to run efficiently and get people on the same page? Ask: Do you need to stay competitive and accelerate innovation and efficiencies in your business? Ask: Do you need to see a Return on Investment in your Interactions? The concepts contained in this slide are copyright to Firestring [Pty] Ltd
  • 79% of the top 100 companies in the Fortune500 are using social media today .
  • Social media is established as the platform of choice for collaboration, knowledge management and social learning within the enterprise space. The concepts contained in this slide are copyright to Firestring [Pty] Ltd
    • Formal knowledge documents, projects plans, presentations and so on)
    • Tacit knowledge the conversations and comments between people and between people and content.
    The concepts contained in this slide are copyright to Firestring [Pty] Ltd A social network is a generative platform for:-
  • Objectives for using social media within B2B
  • Turns businesses into learning organisations . How did you learn to do what you do well? Mostly through interacting with other people who were already doing it well. Workplace learning is a social process... as we work together, we learn together A social network .....
  • Outcomes for B2B social media?
    • Improving your customer experience * customer loyalty and retention by improving the effectiveness of staff
    • Assist with the HR functions * Performance reporting – monitoring quality to deliver better service * Reward and recognition
    • Assist with the transformation journey - skills transfer * Right Knowledge * Right channel * Right information * Right now
    • Motivation strategies to ensure the retention of employees
  • Enterprise social network brings.... Social connection - colleagues backgrounds, qualifications, publications and current activities A valuable repository of resources (ideas, inspiration, files, experts and expertise) Sharing of ideas Ongoing, regular collaboration towards insights to solve particular challenges
    • Multi-sectoral links that allow teams to span organizations and sectors
    • A sense of community within a professional group
    • Sustains conversations between face-to-face meetings and supports the coordination of those meetings.
    • C entralised access to information and resources
    • Simplified communication
    Enterprise social network brings....
    • Centralised access to expertise
    • Enhanced effectiveness
    • A reduction in the need for face-to-face
    • Efficient participation across regions and organisations * Cost savings on logistics and printing
    • Centralised, searchable repository of information and experts
    Enterprise social network brings....
  • Through sharing information across blogs, wikis, photo galleries, news feeds, events and groups, the business can: recruit and retain scarce talent and increase the speed at which information and knowledge travels within the organisation. 
  • Pfizer is the world's largest pharmaceutical company It has the industry's largest R&D budget A global workforce and a tremendous need for its people to collaborate - seamlessly across boundaries.   The Pfizer intranet wasn’t cutting it. Case study
  • Simon Revell connected with several other people who were frustrated with the company’s lack of collaboration. They launched a blog; as an individual initiative. When they made it open to all employees in an online conference they had 300,000 hits on the conference website. Meanwhile ... Their enterprise 2.0 journey began with a blog and a wiki on a computer under a desk
  • Chris Bouton, a researcher at Pfizer's Research Technology Center, downloaded MediaWiki onto a computer under his desk.   The rest is history. Pfizerpedia, grew virally and amassed 13,000 individual users worldwide within a year of launch.   Pfizer has discovered that wikis are very powerful collaboration tools because they enable colleagues to post content and correct each other's content. It has also become a resource to help colleagues embrace other Web 2.0 technologies in general.
  • Pfizer is neither the most liberal or forward thinking company around but they identify that the primary Lesson Learned is that ... In most cases, when enterprise 2.0 initiatives are taking place within the firewall, CEO’s and CIOs' best course of action is to lay down some broad boundaries—and then get out of the way.
    • The Client: South African-based IT company with offices in SA, London and Brazil
    • Leadership Challenges:
    • Teams in different offices and different projects keep reinventing the wheel
    • Teams in different countries don’t feel like they’re operating as part of a unified business
    • No one knows what other people are working on and how they can help or how what they’ve done before could be re-used
    • and
    • Different time zones hamper coordination
    •  
    • The client’s intranet wasn’t cutting it.
  • What a B2B social network brought them: – coordinated teamwork IP is central, searchable and persistent -(documents and conversations)
  • Who’s in your business?
  • What content are they sharing?
  • Do they know what content and people to look for?
    • information sharing across the organisation
    • Built-in intelligence tells you what’s been stored and displays it to your employees automatically based on their profiles.
    • Knowledge comes looking for you.
  • Who’s sharing what and who are your knowledge champions?
  • Example of SM used to connect everyone & interactively engage and collaborate The concepts contained in the presentation are copyright to The Virtual Works [Pty] Ltd Self managed profile and tags connects employees to tribes Cascades a strategic role to every employee Tools to recognise and appreciate peer contributions Tools to feedback on strategy implementation/performance
  •  
  • Knowledge Management
  • Collaboration (i.e. Strategy Wiki)
  • Micro implementation – do one thing HR function
  • Putting social media to work for businesses
  • Case study – it doesn’t have to be complicated Latest news and call to action
  • The importance of customer growth conversation Latest training and call to action
  • Online and offline
  • Survey Results Survey Results
  • Top outtakes
    • Look at who your target customer is - a B2B target audience is usually narrower in scope than a B2C audience.
    • B2B is more P2P – people to people. The buyer still wants to buy from a trusted friend, not a logo or a company
    • Content is king. Content with value (like video testimonials or how-to information) is a great way to encourage prospects, warm up leads, and convert to sales opportunities.
    • Bring social media towards your CRM system
  • Social CRM is the next big thing But wait, there is more....
  •  
    • Halve your estimates of revenue
    • Double your expenses
    • ...and you’ll be close to reality
    Reality check
  • B2B social media can have a huge impact in your business The concepts contained in this slide are copyright to Firestring [Pty] Ltd
    • DO develop a vision and define goals for SM
    • DO begin to explore SM tools
    • DON’T replace established online marketing with SM
    • DON’T look at SM as a stand-alone marketing tool
    Conclusion
  • Thank you
  • [email_address] t: + 0860 PURUMA (787 862) m: +27 83 447 3438 www.puruma.com LinkedIn: http://www.linkedin.com/in/ingridlotze Twitter: http://twitter.com/ingridlotze Skype : lotzemoffat Blog: lotzemoffat.wordpress.com