Social Media B2B


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Presentation for Art Directors Club Germany Seminar "ADC Young Masters Social Media & Social Content" concentrating on Best Practies by Maersk and IBM with an additional Social Media Ecosystem Blueprint example.

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Social Media B2B

  1. 1. Social Media in B2B Ulf Schmidt ADC Young Masters Seminar „Social Media & Social Content“ Berlin, 6.12.2013 Dr. Ulf Schmidt
  2. 2. Social Media Strategie Objective Was soll erreicht werden? People Wer soll erreicht werden? Was wünscht die Zielgruppe, was kann und muss ihnen geboten werden? Strategy Wo befindet sich die Zielgruppe? Welche „Medien“ und Plattformen werden verwendet? Welche Content-Formate werden benötigt? Wie wird die Zielerreichung gemessen? Welche Assets und Ressourcen werden benötigt Social Content Konzeption und Kreation von Inhalten und Bereitstellung von Plattformen. Vernetzungskonzept Engagement Welche Informations-/Serviceprozesse sind nötig? Welche Stakeholder sind involviert? Wer übernimmt in welchem Umfang Moderation? Measure +Re-Adjust Werden die Ziele erreicht? Was kann/muss on the fly geändert werden?
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  6. 6. MAERSK • • • • • Setzt auf Produkt-/Leistungs-„Stories“ Innovation und Meinungsführerschaft im Vordergrund Klare Zielgruppen- und Plattformstrategie Verknüpfung mit Customer Service und Sales Erreicht breite Zielgruppen über emotionale, eindrucksvolle Bilder-und Video-Contents
  7. 7. IBM uses social media marketing to: Leverage the digital “Global Commons” to propel our business forward, create new markets, and demonstrate IBM’s uniqueness Does it look, sound, think, perform like IBM? The IBMer is the face of IBM! Create Constituencies Transform the Business Build a new management discipline combining brand, culture, ecosystem experts 22 Target key conversations toward selected topics of interest to engage “forward-thinkers” and proactively create constituencies Achieve Eminence Support the development of experts and enable visibility of our ecosystem of experts © 2011 IBM Corporation 22
  8. 8. IBM has a robust Social Business journey As the largest consumer of social technologies, IBM is a role model and case study for the transformation into a social business, on all fronts - technology, policy and practice. For 15 years, IBM has used social software to foster collaboration among 400,000 geographicallydispersed employees Some examples of IBM’s internal social media footprint today include: • 17,000 individual blogs • 1 million daily page views of internal wikis, internal information storing websites • 400,000 employee profiles on IBM Connections, IBM's initial social networking initiative that allows employees to share status updates, collaborate on wikis, blogs and activity, share files. • 15,000,000 downloads of employee-generated videos/podcasts • 20 million minutes of LotusLive meetings every month with people both inside and outside the organization • More than 400k Sametime instant messaging users, resulting in 40-50 million instant messages per day Some examples of IBM's external social media footprint today include: • Over 25,000 IBMers actively tweeting on Twitter and counting • Over 300,00 IBMers on Linkedin • Approx. 198,000 IBMers on Facebook Read more about this journey 23 © 2011 IBM Corporation
  9. 9. Key IBM social media goals…. GAIN - Insights for market strategy, messages, innovation, and offerings INCREASE IBM-related conversations within social media spaces - Our messaging themes and values - Sentiment, preference, advocacy of IBM - Engagement with our experts, offerings, assets BUILD Advocacy and relationship-led influence to reach into the Market -Grow IBM SME eminence -Reward IBM advocates -Increase collaboration in online IBM networks -Sustain and deepen networks formed EMPOWER Worldwide and geo-led social media strategies through guidance, training, and tools 24 24 © 2011 IBM Corporation
  10. 10. Integrate social conversations into IBM Web presence engagement Proof points (expert) engagement offers, communities and experts 25 © 2011 IBM Corporation
  11. 11. Create, aggregate, and syndicate social content Social media aggregator 26 Customized blog design on Lotus software © 2011 IBM Corporation
  12. 12. Make IBM experts and advocates visible and reachable 27 27 © 2011 IBM Corporation
  13. 13. IBM • Setzt auf Mitarbeiter-Expertise • Agiert dezentral, „kleinteilig“, dadurch thematisch an jedem Touchpoint sehr spitz • Hat sich klare Ziele gesetzt • Sozialisiert und dialogisiert die Online-Kommunikation vor allem auf eigenen Kanälen
  15. 15. Das Standbein und die Spielbeine Das Social Media Ecosystem Content wird auf alle Kanäle distribuiert, User werden zur Webseite geführt = Content-Distribution = User-Flow Corporate YouTube Channel + User-Dialog Corporate Profile LinkedIn, XING, G+ + eigene Contents + User-Dialog Viral-Effekt Blog auf Webseite Follower Corporate Twitter + eigene Contents + User-Dialog Experten Corporate FB Page + FacebookContents + User-Dialog Endanwender Fans Viral-Effekt