Contemporary Concerns Study
Project Report and Whitepaper on

Social Media
TRANSFORMING B2B ORGANIZATIONS
Submitted to Pro...
Acknowledgement
We would like to extend our sincere thanks and gratitude to our project guide Prof. Seema Gupta
for provid...
Purpose and Need of the Project
The project titled “Social Media: Transforming B2B Organizations” is a study on the usage ...
Phase 1: Exploratory Study
The two organizations under study recognize the huge opportunity presented by the social media....
its commitment to the voice of the customer. It allows Cisco to harness and capture social
intelligence to make data drive...
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YouTube

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Flickr

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LinkedIn

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Blogs

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Communities

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Cisco leverages YouTube to host videos ...
Oracle Corporation
Channel

Type of Communication
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Facebook
Google+

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Twitter
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YouTube

...
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Flickr

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LinkedIn

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Blogs

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Networks/ 
Communities
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Flickr is a medium for sharing screenshot...
Phase 2: Descriptive Study
Once we had identified all the different social channels used by the two organizations we picke...
“From 1988 to today – Cisco has received its
10,000th U.S. patent! Cisco EVP and Chief
Development Officer, Pankaj Patel r...
Collaboration Technology Group, and Sean
Curtis (@CiscoDemoGuy) demonstrate the
Cisco Desktop Collaboration Experience
DX6...
years? #TransformationTuesday
pic.twitter.com/TJb7jX7ddu”
“From Ethernet to TelePresence, Cisco Hits
10,000-Patent Milesto...
government officials beat back millions of
cyber attacks last year: cs.co/6231ZY9L”
“ Sourcefire acquisition, Impact of Cl...
Adventure http://pub.vitrue.com/khMQ”
“Businesses now have a new and better way to
turbo-charge their data discovery and
d...
http://www.oracle.com/technetwork/oem/gr by directing them to relevant posts,
id-control/webcasts-index-090211.html”
artic...
This video will show how to download and
set up Minecraft Forge in Eclipse.Minecraft
Tutorial Chapter 7: Setting up Minecr...
Ask the #Solaris questions that matter to you.
Live Solaris Online Forum Wed 7th Aug. 9am
PT Register Today http://bit.ly/...
wird: http://bit.ly/15YP4pI”
“Oracle Hong Kong is hiring a System Senior
Account Director! Send your CV at
careergc_hk@ora...
Enterprise Social Software

Email

ESS conversations are versatile and
many-to-many by nature & design.

Email more effect...
collaborating) is primarily the need to change tools as they shift from one kind to a different kind of
interaction. What ...
The main method for collaborating across applications is the Conversation. Conversations are
basically activity streams an...
5. Customers also get access to latest industry insights, media talks and product roadmaps
directly from the companies.
6....
Objective

Metric Details

Distribution & Reach

Measure no. of followers, fans on the channel and mentions, re-tweets,
sh...
Operational Execution of Social Media Program & Social Media Policies
A critical aspect of the usage of social media by B2...
integration, marketers have begun increasing their social media
Budgets and social marketing spending as a percentage of m...
Phase 3: Concluding Remarks & Consolidation of Learnings
Social media usage by B2B organizations support firmly the emergi...
Appendix A

Source: http://www.mediabistro.com/alltwitter/files/2012/03/social-b2b. jpg
Source: http://thumbnails.visually...
Source: http://thumbnails.visually.netdna-cdn.com/social-media-facts-and-figures-for-b2b-sal es_50290a8c06452.png
Appendix B
Illustration 1: Social Presence of Cisco Systems on Different Platforms

Cisco’s Facebook Page

Cisco Blogs

Ci...
Illustration 2: Social Presence of Oracle Corporation on Different Platforms

Oracle’s Facebook Page

Oracle’s YouTube Cha...
Illustration 3: Features of Enterprise Social Software Tools
(Source: http://blog.mangoapps.com/enterprise-social-networki...
Support for Blogs and Wikis
(optional)

Blogs and wikis function as collaboration tools, and as such, they have uses
mainl...
Illustration 5: Oracle’s Social Network (Concept)
Illustration 6: Oracle’s Social Network (User Interface)

Illustration 7: Yammer Social Tool
Illustration 8: Cisco’s Social Media Measurement Framework
(Source: http://blogs.cisco.com/wp-content/uploads/Cisco-Social...
Whitepaper
Social Media: Transforming B2B Organizations
An Academic Whitepaper by Viveka Sra & Vishrut Shukla – PGP 2012-14 at IIM Ba...
Use: Creating a buzz, brand
building and information
dissemination
Target: Fans, influencers,
enthusiasts and customers
To...
Measuring the RoI on Your Social Media Engagements.
As a larger percentage of marketing spends are getting allocated to so...
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Social Media - Transforming B2B Organizations: Contemporary Concerns Study

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Contemporary Concerns Study (CCS) project undertaken for credits in IIM Bangalore

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  1. 1. Contemporary Concerns Study Project Report and Whitepaper on Social Media TRANSFORMING B2B ORGANIZATIONS Submitted to Prof. Seema Gupta by Viveka Sra (1211158) Vishrut Shukla (1211314) Thursday, 07 November 2013
  2. 2. Acknowledgement We would like to extend our sincere thanks and gratitude to our project guide Prof. Seema Gupta for providing us the opportunity to take up this study under her kind and able guidance. Her constant inputs to explore topics both in depth and breadth within the scope of this project have enabled us to learn more about such a trending phenomenon in the industry today. We would also like to extend out thanks to the helpful and cooperative employees, managers and communication team members of Cisco Systems (Bangalore) and Oracle Corporation (Bangalore) offices who provided us with some inputs in the form of primary data and interactions for this project. -Viveka Sra (1211158) Vishrut Shukla (1211314)
  3. 3. Purpose and Need of the Project The project titled “Social Media: Transforming B2B Organizations” is a study on the usage of social media (both public & enterprise) by B2B technology firms Oracle Corp. & Cisco Systems, Inc. Social media are already getting labelled as propellers of the next phase of the global Internet story by enabling social networking. While most users of social networking via Internet websites such as Facebook, Google+ and LinkedIn are individuals, an increasing number of businesses and enterprises are establishing their presence on these platforms. Apart from using the public social media services, enterprises are looking to leverage the power of social networking within the organization as well to promote greater employee engagement via sharing and collaboration using similar platforms. There seems to be a significant difference in how businesses use social media within and outside the enterprise. Given the pivotal role social media play in today’s networked businesses; this contrast needs to be examined wholesomely and systematically. Project Objectives Through this study project, we aimed to achieve the following: 1. Assessing the different types of social media platforms used by the organizations under study; 2. Exploring the purposes of various platforms employed by the organizations; 3. Evaluating the effectiveness of the deployed social media platforms against the intended objectives laid down by the organizations; 4. Developing a best practices whitepaper with guidelines to help employ social media in similar organizations. Project Deliverables The following are the deliverables we promised: 1. Detailed Report with Analysis of Social Media Strategy of the two B2B organizations; 2. Evaluation criteria of the effectiveness of the organizations’ social media strategy; 3. A detailed set of guidelines for new organizations aiming to leverage social media for achieving certain organizational objectives in the form of a whitepaper The following sections detail the work done in the project.
  4. 4. Phase 1: Exploratory Study The two organizations under study recognize the huge opportunity presented by the social media. The role of social media is not only important in removing the communication barrier between organizations and customers but also in getting closer to its stakeholders. A number of industry statistics have indicated the growing use of social media by B2B organizations around the world. To justify the context of this study, we have captured some of these statistics in Appendix A. Oracle and Cisco both are progressing on the path of leveraging this medium and have taken several initiatives in this direction. An analysis of the present activities will provide insights into the social media strategy of the organizations. A study of these activities will also help in developing strategies for the future. In Phase 1, we thoroughly collected all social media presence for both the selected organizations. Social Channels Used by Enterprises Oracle Corporation Oracle carries out a gamut of activities1 under ‘Social Applications’. Important ones are as follows:  Oracle Blogs: A forum where Oracle executives, employees, and non-employees alike exchange views about customer requirements and best practices for using Oracle and industry-standard technologies. This is a continuous feedback loop that helps Oracle stay in touch with the needs of the overall community o Technology Network Blogs o Oracle Application Blogs  Oracle Discussion Forums: It is a common community platform for accessing information, communication and sharing projects and sub spaces.  Oracle Wiki: This is a forum for contributors to share information with each other, and with the world.  Oracle Social Media Directory: Lists various social channels on which Oracle is present Oracle on Facebook, Oracle on Twitter, Oracle on Google+, Oracle on LinkedIn, YouTube Cisco Systems Cisco uses social media extensively for connecting with customers, partners, students, employees and fans on the internet. By 2010 numbers (pretty old), Cisco maintains over 100 Twitter handles, 26 Facebook pages, 300 YouTube channels, 61 communities and 37 blogs 2. To avoid duplicate and cross-marketing of these accounts, it has internal lists identifying the owners (mostly contract employees, very few permanent), which provides an easy way to communicate with each other. Cisco uses the following media to connect with customers, partners and general public:  Public Networks: Facebook, Google+, Twitter, LinkedIn, Flickr, YouTube, Digg, Slideshare  Cisco created individual social media touch points (eg: Twitter handles, Facebook pages, Flickr galleries etc.) for large events (eg: Cisco Live) where live coverage can be updated and real-time inputs from customers, partners, employees and user communities can be obtained.  The company is moving to adopt and weave social across the enterprise with the recent launch of a Social Media Listening Centre (an offering of Salesforce.com) that demonstrates 1 Source: 2 Source: Oracle Website: http://www.oracle.com/index.ht ml http://www.scribd.com/doc/4883 0785 /How- Cisco-Oper ationalizes- Social-Media-for-Repeated-Success %EF%BF%BD
  5. 5. its commitment to the voice of the customer. It allows Cisco to harness and capture social intelligence to make data driven decisions. Using listening centres, seniormost executives at Cisco efficiently identify engagement opportunities across social channels.  Cisco Quad/Webex Social: Internally, the Cisco WebEx Social has become a virtual water cooler where people can meet and get to know each other outside of a particular task.  Cisco Blogs: The official blog – ‘The Platform’ carries Cisco’s insights into evolving trends, new projects and how technology landscape is changing.  Cisco Use Support Communities & Cisco Buzz: A real-time tracking platform where mentions of Cisco on social media channels like Facebook and Twitter are listed and followed up. Channel to Content Mapping Enterprises are using the above mentioned platforms for different kinds of communication and engagements targeting different audiences. In Phase 1, we mapped typical messages and communication to individual social channels used by each organization. Cisco Systems Channel Type of Communication     Facebook Google+       Twitter   Posts connecting fans to product and brand, promoting media campaigns started on other platforms Insights into industry trends & data News about execs & achievements Posts about upcoming events and messages to build buzz for launches Enterprise success stories associated with Cisco products Connecting with fans on festivals, public holidays & event anniversaries Links to News, Data Footprint, Giving Back, Support Community etc. as apps within Facebook Means of communication b/w Cisco employees, peers, clients, customers & potential customers An effective tool to communicate in crisis, able to reach many people in a short amount of time Use of hash tags (eg: #ciscolive) to promote buzzing Cisco events as trending topics in Twitterverse Separate Twitter handles for different business units, countries and event: Support, Collaboration, Security, Telepresence, India, Partner Summit, Cisco Live, Cisco Enterprise, Learning@Cisco, Mobility etc. Asks & answers questions in addition to participating in and hosting Twitter chats around relevant hashtags Example Metric Facebook page, Google+ page, more post examples in Appendix B 451,087 likes; 12,421 talking about Cisco on Facebook; 3,729 people tagged at Cisco on Facebook Parent twitter handle on Twitter 220,815 followers of Cisco on Twitter; 6,292 tweets from official Cisco handle
  6. 6.   YouTube    Flickr   LinkedIn     Blogs    Communities  Cisco leverages YouTube to host videos we develop for many purposes, such as tradeshows, commercials, how-to’s, interviews, blogs and more. YouTube provides greater visibility of assets which they have previously created Cisco’s official channel hosts executive interviews, panel discussions between technology experts, behindthe-scenes preparations for events, recordings for sessions of various public events Cisco PR covers Cisco culture and workplace related videos, CSR initiatives of Cisco, Product & Technology – success stories of major deployments, Employees talking about Cisco, event preparations and feedbacks Official YouTube Channel, Cisco PR YouTube Channel 44,446 subscribers on official YouTube channel Cisco uses photos as part of their online press kits for traditional media to access and include in online newsrooms, print news and feature stories. Uses Flickr as a single point for media and bloggers to access their product launch and events photos Official Flickr photo stream 3,984 Photos since April 2008 LinkedIn page content is limited to Cisco’s technology updates, new technology trends and executive interview and comments on new products LinkedIn is used as a medium to highlight different career opportunities across businesses in Cisco Also captures current and previous employees of the company and lets LinkedIn users find job changes Official company page on LinkedIn 507,685 followers of Cisco on LinkedIn A total of 35+ blogs hosted on http://blogs.cisco.com/ cover various technology and product specific topics ‘The Platform’ is the main news blog of Cisco that captures general news from the company relevant to technology enthusiasts, industry watchers and fans Blog posts are written by designated employees and engineers who abide by social media policies of Cisco Blogs up-level a discussion, highlighting Cisco’s elevated commitment to a particular topic & position Cisco’s spokespeople as thought leaders on the relevant topics One of the most accessed news blogs of Cisco 37 different types of blogs of Cisco on the Internet Used to engage technology enthusiasts and customers of a particular Cisco product/service in discussions and problem solving Customers/users and Cisco employees both actively help fellow community members resolve problems, discuss about newer technologies & deployment scenarios Communities on Cisco Support websites A total of 61 communities currently operating
  7. 7. Oracle Corporation Channel Type of Communication   Facebook Google+            Twitter     YouTube   Separate pages for different Business units such as Oracle Retail, Oracle Peoplesoft etc along with a page for Oracle on Facebook Posts connecting fans to products and brand, acting as one stop destination for information/ campaigns across platforms Insights into industry trends & data Communication from the management News about execs & achievements Posts about upcoming events, forum to register for such events and messages to build buzz for launches Enterprise success stories associated with Oracle products Connecting with fans on festivals, public holidays & event anniversaries Links to News, Data Footprint, Giving Back, Support Community etc. as apps within Facebook Using Facebook as a forum for recruiting employees Means of communication b/w Oracle employees, peers, clients, customers & potential customers An effective tool for communicating the utility and relevance of products Use of hash tags (eg: #FusionHCM) to promote latest developments or implementations of Oracle Products as trending topics in Twitterverse Separate Twitter handles for different business units, countries and event: Oracle, Oracle Financial Services, Oracle Open World, Oracle Magazine, Careers at Oracle, Profit, Oracle Higher Education, Mobility etc. Using Twitter as a forum for recruiting employees YouTube is a medium of communication through videos of products, commercials, how-to’s, interviews, upcoming events and more. YouTube provides greater visibility of assets which they have previously created Oracle’s official channel hosts executive interviews, product implementation stories, advertisement of Oracle products , recordings for sessions of various public events Features separate channels for various business suits like Java etc, countries like Oracle in China, Team Oracle etc. Example Metric 301,008 likes; 9,240 Facebook talking page, about Google+ Oracle on page, more Facebook; post 3,729 examples people in tagged at Appendix B Oracle on Facebook Parent twitter handle on Twitter Official YouTube Channel 139,181 followers of Oracle on Twitter; 4,734 tweets from official Oracle handle 12,898 subscribers on official YouTube channel
  8. 8.  Flickr   LinkedIn      Blogs     Networks/  Communities  Flickr is a medium for sharing screenshots for some of the Oracle Applications like Business Intelligence, Fusion etc. Flickr is also a repository of events photos, employee activities etc. Official Flickr photo stream 2,078 Photos since April 2008 LinkedIn page content Oracle’s technology updates, new technology trends and executive interview and comments on new products LinkedIn is used as a medium to highlight different career opportunities across businesses in Oracle Also captures current and previous employees of the company and lets LinkedIn users find job changes The page also connects you to various other Oracle products and services and featured groups Official company page on Linkdedin 732,127 followers of Oracle on LinkedIn Oracle Blog Center, is the blogging community of Oracle which segregates the blogs into Technology Network Blogs and Oracle Application Blogs A total of 50+ blogs hosted under Technology Network Blogs cover various technology and product specific topics Oracle Application Blogs is the blogging community where Oracle stakeholders express opinions on various applications Blog posts are written by designated employees, executives and non employees as well Blogs are a medium of discussion about customer requirements, industry trends and also an important feedback loop 50 + different The official types of Blog Center blogs of of Oracle Oracle on the Internet Oracle has multiple networks such as the Oracle ACEs, Oracle Partner Network, Oracle Technology Network etc Used to engage technology enthusiasts and customers who use various Oracle Products Customers/users and Cisco employees both actively help fellow community members resolve problems, discuss about newer technologies & deployment scenarios Networkss on Oracle website 4 broad networks engage many users
  9. 9. Phase 2: Descriptive Study Once we had identified all the different social channels used by the two organizations we picked up the most popular ones to study them in detail to understand their usage, capabilities and limitations. We performed a detailed analysis of select social media channels from the perspective of both the organizations and have aggregated the findings along with examples. Analysis of External Social Media Channels Cisco Systems Channel Examples Facebook Google+ Main FB Page “Chris Young, SVP, Cisco Security Group talks with Fox Business on acquiring Sourcefire.” “Cisco announces agreement to acquire Sourcefire to accelerate security vision of continuous and pervasive advanced threat protection - http://cs.co/6038ZezY” “Want Gen Y's perspective on what attracts them to a particular company? Hear Cisco Gen Y employee perspectives on what they want in the workplace. - cs.co/6037Zjq5” “Cisco Catalyst Instant Access is here to make your life (and your campus network operations) far simpler. The Techwise TV team looks at all of the problems this solution can solve in our next episode of Demo Thursday! - http://cs.co/6039ZZEV” “Did you know that search engines are 27 times more likely to deliver malicious content than counterfeit software? Learn about how you can stand up to security threats: http://cs.co/6033ZXJF #infographic” “By 2025, 75% of the world’s workforce will be made up of Generation Y workers. How can you attract this top talent? Get some tips from industry leaders at Cisco, Google, and Twitter in a panel discussion on the workforce of the future tomorrow at 6:30 pm PT by following the #GenYatWork13 hashtag! http://cs.co/6038Zp1a” “Cisco Live U.S. 2013 (35 photos) Photos from Cisco Live 2013 in Orlando, Florida. — at Cisco Live.” Analysis Cisco has a clear demarcation in its social media usage purpose for its main page and technology/domainspecific pages on Facebook. Engagement Audience – Organizations’ main page targets fans, general public and customers – basically anyone on the social network. The technology-specific and domain-specific FB pages tend to be targeted towards system admins, product users, current and prospective customers, technology followers etc. Intended Purpose - Brand building, information dissemination, new product features, executive viewpoints, promoting thought leadership, communicating industry leadership and CSR efforts beyond business, photos and videos of key organization events via the main page. The purpose of domain-specific pages is to help adoption, usage, deployment, troubleshooting and upgrade of products in a revenuefocused manner. The technologyspecific and domain-specific FB pages focus more on technical information, competitor comparisons, technical resources for customers and system administrators. Tonality – For Your Information (FYI)- type tonality, usually supplemented with URLs to full articles/blogs/other media reports etc., questions or industry facts
  10. 10. “From 1988 to today – Cisco has received its 10,000th U.S. patent! Cisco EVP and Chief Development Officer, Pankaj Patel remarks on this milestone: http://cs.co/6036ZOtK” Technology/Domain-Specific Pages “Cisco UCS Outperforms HP and IBM Blade Servers on East-West Latency Read the full post here: http://cs.co/6038ZdKg. Without providing any supporting data, HP and IBM have been incorrectly asserting that Cisco UCS unified fabric would increase latency and slow blade-to-blade traffic. Cisco ran the tests, and the results were simply amazing.” related to business to generate interest and engage fans in case of main page. For domain-specific pages, the tonality is to instigate some action on the part of the audience. Feedback – Audience can post comments and responses on the Facebook page and the admins reply and appreciate the interaction by directing them to relevant posts, articles, company and product websites etc. for more information. “Remember that awesome configuration example you saw? Remember where you saw it? Don’t worry! You can search for config examples, tech notes, and FAQs by title, technology, date, and type on the TS Newsletter Tech Docs page. http://cs.co/6033ZJ8S” YouTube Global Channel Various Playlists like: About Cisco, Careers, Cisco Newsroom, Corporate Social Responsibility, Executive Management Video: “Moving the World to IPv6” See how Cisco's best-in-class technologies ease IPv4 to IPv6 transition -- without overlaps, duplicates, or loss of performance and connectivity. Your experience can be smooth, non-disruptive, and carry minimal risk. http://www.cisco.com/web/solutions/ Video: “Cisco UCS Director Enables Comprehensive FlexPod Management” See how Cisco UCS Director provides a singlesystem depiction of the FlexPod environment. UCS Director is a vital companion for the FlexPod data center architecture, providing a holistic shared-infrastructure management experience with centralized automation, orchestration, and provisioning. Learn more: http://cs.co/jlbYT3d4. Subscribe to Cisco's YouTube channel: http://cs.co/Subscribe. Video: “Cisco Partner Summit 2013: Collaboration Breakout DX650 Demo” Watch Rowan Trollope, SVP and GM, Cisco only maintains a global YouTube page and not specific technology or domain pages. Cisco maintains country or region-specific pages separately on YouTube, which host videos specific to use-cases and product launches for that region. Engagement Audience – The target audience are technology enthusiasts, networking professionals, system administrators who are aware of Cisco products. Intended Purpose - Information dissemination, new product features, executive viewpoints in industry events and talks, promoting thought leadership, pushing new technology and industry standards, CSR efforts beyond business, event photos and videos of key organization events, inside news from Cisco employees etc. Always links back to more detailed product page or whitepapers. Tonality – Panel-discussion and talks with employees and industry leaders, tones used communicate subjects are excited about new technology,
  11. 11. Collaboration Technology Group, and Sean Curtis (@CiscoDemoGuy) demonstrate the Cisco Desktop Collaboration Experience DX650 at the 2013 Cisco Partner Summit Collaboration Business Transformation Session. Click here for more information on the Cisco DX650: http://www.cisco.com/en/US/products/ Video: “Cisco IR Video Series: Small Cells 101” This video will provide you a basic education on small cells and Cisco's strategy in this market. As we continue to address the challenges our Service Provider customers are facing today small cells technology will play a key role. Twitter collaborative tone to stress to importance of entire ecosystem for product/solution success, tone used for reporting news/latest developments. Feedback – Audience can post comments and responses on the videos. The nature of discussion is not generic and more on the technology front. Global Account “Connected living is a reality through the #IoE. Cisco VP @MarieHattar tells us more http://cs.co/6013ZYJV via @Cisco”(27th July) On numerous social media watchdog sites all around the world, Cisco is treated as a leading example of how well B2B brands can utilize Twitter. “Congratulations to Cisco training partner @GlobalKnowledge for their #socialmedia prowess! Now over 100,000 Twitter followers! #gk100k #sm” Engagement Audience – Cisco’s Twitter page (@Cisco) targets fans, technology enthusiasts and customers. Very frequently, it also mentions and interacts with Cisco partners congratulating them on achieving milestones and highlighting the same. Domain-specific pages like Cisco Support, Cisco CSR, Cisco UK & Ireland, Cisco India, Cisco Channels (for partners) etc. restrict content based on relevance to the domain/business/geography. “Increasing the Value and Relevance of Data in Motion http://cs.co/9008ZgMw via Cisco SVP @carlosdominguez #IoE” “Peace Through Profits? The Tech Ventures That Are Reshaping The Israeli-ArabPalestinian World http://onforb.es/12ilk80 via @forbes #Cisco” “Connected living is a reality through the #IoE. Cisco VP @MarieHattar tells us more http://cs.co/6017Z91P via @Cisco” “Nice summary of #CiscoLive13 in Orlando from @DanMunro. Thanks for joining us! http://cs.co/6010Zgru #CLUS @LearnLakeNona @Forbes” “We asked: would you rather have 10 k more in salary per year or the ability to work from home? #GenYatwork13 https://vine.co/v/hmZipgLVBO0” “As tech gets smarter, computers get smaller. What tech have you seen transform over the Intended Purpose – Primarily brand building, information dissemination, new product features, executive viewpoints, promoting thought leadership, communicating industry leadership and CSR efforts beyond business, photos and videos of key organization events via Twitter Photos and Videos sharing. Almost every Twitter post links back to other media like blog posts, articles, whitepapers etc. Hashtags are used specifically to get feedback and audience participation at the time of live events (eg: #CiscoLive), product announcements (eg: #CiscoASR9K) or latest campaigns (eg: #IoE) etc. Polls
  12. 12. years? #TransformationTuesday pic.twitter.com/TJb7jX7ddu” “From Ethernet to TelePresence, Cisco Hits 10,000-Patent Milestone http://shar.es/AMuxy via @eWeekNews #patents” are also conducted by Cisco on Twitter to gather user opinion on topics of interest using hashtags. Many a posts also carry questions to start a virtual contest from readers – a typical method of engaging audience with the Cisco brand. “I saw what you patched last summer. Show us your craziest cabling! #datacenter pic.twitter.com/1lBENJOsq2” Tonality – Usually tonality is filled with questioning or exclamation – which gives a feel of an important fact or research discovery and encourages "Good morning, India!! We are now @Cisco on readers to click on the links to know @Twitter. Please join us in the Twittersphere. more. The tonality is to instigate some (Note: we were formerly @CiscoSystems)” action on the part of the audience. Domain/Country/Business Specific Pages Cisco Support @cisco_support 25 Jul: “David is studying for his CCIE & practicing cabling in his living room. Where’s the oddest place you’ve worked with cables?” Feedback – Twitter is the most engaging among all social media platforms for Cisco. Using hashtags and @Cisco mentions, the readers interact continuously with the brand. Cisco Channels @Cisco_Channels 26 Jul: “What #Cisco partners need to know about The Impact of #Cloud Consumption Models http://cs.co/6019ZcPT” “Happy Friday #Cisco partners! Follow @PartnerVelocity for updates on top of innovative marketing solutions, offers, events, and more! #FF” LinkedIn “Forbes cover story on peace through profits with Cisco CEO John Chambers: “The way to end this conflict is to create a very large middle class and be inclusive in how you go after it across all individuals, regardless of age, religion or gender,” says John Chambers, CEO of Cisco. Read more: http://lnkd.in/YqVqnq” “Why the Cloud Cannot be treated as a Onesize-fits-all when it comes to Security cs.co - Cloud Security Alliance Blog > CCM > Why the Cloud Cannot be treated as a Onesize-fits-all when it comes to Security Despite the fact that cloud providers have long since differentiated themselves on very distinct offerings based on cloud...”(only a link) “Cisco Systems See how the Saskatchewan LinkedIn is being used by Cisco as the Facebook of the professional world for only those activities that affect the bottom line of business and revenues. Engagement Audience – Cisco’s LinkedIn company page targets technology enthusiasts, tech admins and customers. Another target group is that of students who enrol themselves in Cisco trainings and certifications. Intended Purpose – Primarily brand building, information dissemination, mostly related to technology and business-related news only, new products, events etc. Executive viewpoints and promoting thought
  13. 13. government officials beat back millions of cyber attacks last year: cs.co/6231ZY9L” “ Sourcefire acquisition, Impact of Cloud on IT Consumption Models study, and more in this week's Cisco Partner Weekly. Rewind! http://cs.co/rewind72613” “Explore the IoE Value Index. The Internet of Everything holds enormous potential for businesses to better understand their customers, develop new business models to meet their needs and drive economic growth. Explore the Cisco IoE Value Index Survey results to learn more. - cs.co/6238ZcUwless" “How You're Connected ------------------------------------First-degree connections: 97 Second-degree connections: 6,536 Employees on LinkedIn: 94,957 “ leadership form a large part of the communication on LinkedIn. Each posting links back to other media channels for further detail just like the brand does on Facebook and Google+. The Products page lists down broad product areas and lists recommendations from other LinkedIn users who have experienced the product. It also links to the company page detailing each product or technology area. The Careers page lists current job openings at Cisco. The Insights page dissects the LinkedIn user’s connections and closely networked members into present, past Cisco employees and those who follow the company. Tonality –The tonality is simple and FYI oriented. Feedback – Just like Facebook, this media also allows readers to post comments, like, share the post and give feedback for the content on the company page. We could not find instances where the company engages in active interaction with readers on the platform. Oracle Corporation Channel Facebook Google+ Examples Main FB Page “Focused on driving innovation and fueling sustainable growth, Mark Hurd Emphasizes Oracle's Commitment to China at Oracle OpenWorld Shanghai http://pub.vitrue.com/yGDD” “Dear CIO: Are You Tackling the Top 10 Strategic Issues for 2013? http://pub.vitrue.com/b7ZK” “Join Mark Hurd, Andy Mendelsohn, and Tom Kyte as they launch the only database designed for the cloud—Oracle Database 12c http://pub.vitrue.com/NK9l” “Oracle Weekly Roundup: Tom & Lucas's Great Database Analysis The main page and technology/domain-specific pages on Facebook of Oracle differ mainly on the level at which end users are being targeted. However, some overlap is found in both the pages, mainly where a new product or technology is concerned. Engagement Audience – Oracle’s main page targets fans, general public and customers – basically anyone on the social network. The technologyspecific and domain-specific FB pages tend to be targeted towards system admins, product users, current and prospective customers, technology followers etc, in terms of the specific
  14. 14. Adventure http://pub.vitrue.com/khMQ” “Businesses now have a new and better way to turbo-charge their data discovery and decision-making processes. John Foley highlights the performance improvements in Oracle Exalytics In-Memory Machine X3-4 in Forbes. http://pub.vitrue.com/qwYe” “Five strategies smart leaders can take to embrace big data in their organizations. http://bit.ly/195imGi” “Andrew McAfee - Big Data at Work Event Series - Big data and analytics have climbed to the top of the corporate agenda. SHARE this if you're ready to put #‎ igData to B work!” “#‎ hrowbackThursday Intel processors and T Oracle Database technology have a long history together. Happy 45th Birthday to our partner in innovation! http://www.intelalliance.com/or acle/.” “As Fiat maneuvers beyond Italy, new analytics help steer managers in the right direction. http://bit.ly/12DQ0dA” “Oracle expands support for mobile and #cloud technologies with the latest #Java Development Tools and Framework: pub.vitrue.com/zFgl” and elaborate developments in that technology. There is an overlap found in some cases like launch of a new product/ technology where the same cotent is used on both the pages Intended Purpose - Brand building of Oracle on the broader level, information dissemination, new product features, executive viewpoints, promoting thought leadership, communicating industry leadership and CSR efforts beyond business, photos and videos of events at Oracle is done mainly via the main page. Since the portfolio of Oracle products is very large, domain specific pages help in performing the above mentioned functions for each of the products. These pages also focus on helping in adoption, usage, deployment, troubleshooting and upgrade of Oracle products in a revenue-focused manner. The technology-specific and domainspecific FB pages focus more on technical information, competitor comparisons, technical resources for customers and system administrators along with promoting the business unit of the product such as Oracle Retail, Enterprise Manager etc. “Some facts about SPARC T5 CPU architecture and “Software on Silicon”. What do you think about this new technology? http://pub.vitrue.com/NcPM” Tonality – The tonality used is mainly (a) For Your Information (FYI)- type (b) tonality to instigate action on the part of user (c) problem and a given solution type of tonality (d)tonality of wonder or ‘awe’ usually supplemented with URLs to full articles/blogs/other media reports etc., questions or industry facts related to business to generate interest and engage fans in case of both the main page and domain/ technology specific pages “Two Oracle Enterprise Manager R3 webcasts this morning - 1st at 8AM PST on install/upgrade , 2nd 10 AM PST with Thomas Kurian and other executives Feedback – Audience can post comments and responses on the Facebook page and Oracle admins reply and appreciate the interaction Technology/Domain-Specific Pages “Omni-channel planning and optimization will be a hot topic at Oracle CrossTalk, with retailers Saks, Gucci, Express, Coldwater Creek, Stein Mart, Galeria Kaufhof, Reitmans, Farmatodo all addressing the topic in each of their presentations http://www.oraclecrosstalk.com/.”
  15. 15. http://www.oracle.com/technetwork/oem/gr by directing them to relevant posts, id-control/webcasts-index-090211.html” articles, Oracle websites etc. for more information. YouTube Main YouTube Channel Vipin Samar, Vice President of Database Security for Oracle, speaks on comprehensive security at the Oracle Database 12c Launch 2013.Comprehensive Security with Oracle Database 12c Oracle has a main channel and also separate technology/domain-specific channels on YouTube. These channels differ mainly on the generic v/s specific and complex nature of content. Customers discuss Oracle Database 12c new security feature: Data Redaction. Customer talk about data Redaction Engagement Audience – The target audience are technology enthusiasts, networking professionals, system administrators, potential customers who are aware or want to learn about Oracle products. Oracle Enterprise Architecture provides best practices and reference architecture expertise for your IT business strategy. Our experts guide the IT foundation with architecture services, roadmaps, implementation guidance, and practical plans. Maximise IT value with Oracle Enterprise Architecture Join Team Oracle's Sean D. Tucker at the America's Cup Opening Weekend Celebration. Sean S Tucker wants to see you at the America's Cup You build a better brand for Generation Y by making it more authentic. Watch this short video to learn what Gen Y wants from your brand and how you can create better customer experiences for this age group. CX Generation: What matters to generation Y Southwestern Energy deployed Oracle Hyperion Planning and Hyperion Financial Management integrated with Oracle's EBusiness Suite in order to gain visibility and accountability into the company's organization. Strategic and Financial Planning for Oracle Executives Technology/Domain-Specific Pages Hear Oracle President Mark Hurd's keynote at Oracle's groundbreaking Customer Experience Launch event in New York City on June 25, 2012. Oracle President Mark Hurd on the CX Revolution Intended Purpose - Information dissemination, new product features, executive viewpoints in industry events and talks, teaching how to use products through tutorials or videos of screen shots, promoting thought leadership, pushing new technology and industry standards, CSR efforts beyond business, customer success stories, videos of key organization events, inside news from Oracle employees etc. Tonality – Panel-discussion and talks with employees and industry leaders, tones used communicate subjects are excited about new technology, collaborative tone to stress to importance of entire ecosystem for product/solution success, tone used for reporting news/latest developments, tonality that end user would relate to, explanatory tone for tutorials Feedback – Audience can like videos and post comments. The nature of discussion varies from generic to technology specific depending on the content of the video.
  16. 16. This video will show how to download and set up Minecraft Forge in Eclipse.Minecraft Tutorial Chapter 7: Setting up Minecraft Forge in Eclipse for modding PingAn Insurance's technology group is using a cloud infrastructure built on Oracle technology for database, machine and storage consolidation to realize significant cost benefits. PingAn Insurance Consolidates with Oracle Cloud Technology Twitter Main Oracle Twitter Handle #VIDEO: Oracle customer @PNNLab discusses the impact & advantages of Fusion HCM #40DaysFusion http://pub.vitrue.com/5M6y From prospects to customers to champions: See how Modern Marketers succeed @Eloqua's Virtual Road to Revenue Tour 8/1 http://pub.vitrue.com/Q88R Oracle has a huge following on Twitter for the main twitter page as well as on the many technology/domain-specific pages. Engagement Audience – Oracle’s main Twitter page (@Oracle) targets fans, technology enthusiasts and customers, students who enrol themselves in Oracle trainings. It mentions and interacts with various Why #Cloud builders should unite? "5 mins Oracle partners as well and highlights @IOUG party = answers nowhere to be found the developments across various on Google" http://bit.ly/167nQx9 pic.twitter.com/lweihSW fronts, upcoming events etc. Domainspecific pages like such as Oracle SOA, Bdz Oracle IDM, and Agile PLM. Event In 1993, Slackware 1.0 launched the ready-to- pages like Oracle Open World, Oracle Blogs, and country specific pages like use #Linux era. RT to celebrate 20+ yrs of penguin power http://onforb.es/13IdzGU #TT Oracle Japan help in effectively using the power of twitter to the relevant Mark Hurd Emphasizes Oracle's Commitment audience by organising content based on domain/business/geography. to Growth in China at @oracleopenworld #Shanghai Intended Purpose – Primarily brand http://onforb.es/15bR9NO #Innovation building, information dissemination, new product features, executive Happy 45th Birthday to @Intel, our Oracle viewpoints, promoting thought OpenWorld 2013 Innovation sponsor leadership, communicating industry ttp://bit.ly/T6ONsV leadership and CSR efforts beyond business, photos and videos of key Technology/Domain-Specific Handles organization events via Twitter How to run a meaningful #Tumblr campaign. Photos and Videos sharing. Almost #smm From @Mashable. every Twitter post links back to other http://pub.vitrue.com/WPVe pic.twitter.com/g media like blog posts, articles, QdBgaCEkz whitepapers etc. The twitter pages serve to keep the audience updated Delivering Cloud Through Database as a on the latest developments related to Service July 29 10am PT Register today to Oracle and also keep them updated take your database to the cloud. with the latest events through tweets http://pub.vitrue.com/MT5h such as those of Webcasts, free passes h
  17. 17. Ask the #Solaris questions that matter to you. Live Solaris Online Forum Wed 7th Aug. 9am PT Register Today http://bit.ly/16fs4k2 to events etc. OracleJobs page tweets about job openings and other requirements. Retweets are used to engage the audience. Many a posts also carry questions to start a virtual contest from readers – a typical method of engaging audience with the Cisco brand. Tonality – Tweets are mostly in the form of questions or short exclamatory remarks. This generally encourages readers to expand the tweet and know more through attached links. The tonality is to instigate some action on the part of the audience. Feedback – The followers generally interact with Oracle using hashtags and @Oracle mentions. LinkedIn “ #ThrowbackThursday: This month in 1993, Slackware 1.0 launched the ready-to-use Linux era. SHARE to celebrate 20+ years of penguin power! http://pub.vitrue.com/8go1” “Your sets of data have more than 255 distinct values in a column? Book a seat for the launch event of Oracle Database 12c that empowers customers with enhanced statistics, Riyadh, August 25:http://bit.ly/171AdYu “ Oracle uses LinkedIn for similar messages as on the Facebook page. . Engagement Audience – Oracle’s LinkedIn company page targets technology enthusiasts, partners, tech admins and customers and job seekers and other professionals. Intended Purpose – Primarily brand building, information dissemination, “ Join #Oracle and our event sponsor #Intel at mostly related to technology and business-related news only, new the upcoming Oracle Technology Day to see how our latest innovations make it even easier products, events etc. Executive viewpoints and promoting thought to deploy and manage databases. Plug into leadership form a large part of the the cloud with Oracle Database 12c at the communication on LinkedIn. Each Chennai http://bit.ly/14naq0Wi, New posting links back to other media Delhi http://bit.ly/12PQYs5 or channels for further detail just like the Kolkatahttp://bit.ly/1bwfGCj launch events.” brand does on Facebook and Google+. The Products page lists down broad “ One of the Ponelopele Oracle Secondary School Teachers, Ms Shape Msiza recently won product areas and lists recommendations from other a national award for the best English LinkedIn users who have experienced teacher. http://lnkd.in/t5R4E6 “ the product. It also links to the company page detailing each product “Wünschen Sie sich, Ausführungspläne des or technology area. The Careers page Optimizers während der Laufzeit justieren zu lists current job openings at Oracle. können? Melden Sie sich für das Oracle The Insights page dissects the Database 12c Launch Event am 13. August in LinkedIn user’s connections and Hamburg an, bei dem auch über den closely networked members into lernfähigen Optimizer gesprochen present, past Oracle employees and
  18. 18. wird: http://bit.ly/15YP4pI” “Oracle Hong Kong is hiring a System Senior Account Director! Send your CV at careergc_hk@oracle.com." “How You're Connected ------------------------------------First-degree connections: 6 Second-degree connections:221 Employees on LinkedIn: 130,840 “ those who follow the company. Another interesting fact is that the LinkedIn page has posts in languages other than English as well Tonality – The posts are mostly start with questions or exclamatory sentences that draw the attention of target audience. It also calls for action on part of the audience. Feedback – The medium allows readers to post comments, like, share the post and give feedback for the content on the company page. Another important aspect of organizations’ social media program was the usage of social media for internal purposes i.e. within employees. Hence, we explored the enterprise-targeted internal social media tools and how organizations use them. Analysis of Internal Social Media Usage (Within Enterprises) Introduction Enterprise Social Software (ESS), as they are commonly referred to, are enterprise social networking layer on top of tradition collaborative tools, which enables content sharing, instant messaging, content management, audio/video capabilities, along with additional features such as document sharing, wikis, micro blogging, shared spaces and communities, amongst other business applications. Social media for use within the company to collaborate better among employees is a recent trend. These solutions provide enterprises with several advantages such as: (a) increased transparency (b) better communication of business ideas (c) easy sharing of information, (d) flexibility and performance along with simplified operations To sum it up, ESS is about creating an open, vibrant network of information sharing. It is about providing access to the people, knowledge and resources when needed, enabling and increasing the rate of discovery of people, knowledge and resources that support the goals of the individual and the organization and providing work spaces where teams can share, collaborate and create. Descriptive Study & Evolution of ESS Email vs ESS: The genesis of enterprise social media is that conversations and discussion over emails –which have been the dominant form of communication tools - have inherent problems. The emergence of external social media platforms have led to organizations re-examining the role of emails. In a growing ideology, it has been found that ESS trump emails as the below comparison clearly points out:
  19. 19. Enterprise Social Software Email ESS conversations are versatile and many-to-many by nature & design. Email more effective for one-to-one or one-to-few interactions. Quickly gets mixed up when conversations become many-to-many or faster or more intense. ESS operates on the basis of “Pull” paradigm as what may be a valuable email to one person may be noise to another. “Following” i.e. the ability to subscribe to the activity streams of people or things is a big plus of ESS. Emails (especially with Reply to All) abuse is a “push” paradigm service. This results in spam/useless emails without giving the user a choice of the content he/she wishes to consume. Information Trap & Life of Information ESS allows open sharing of information among employees. The information stays available even if the original parties are no longer in the organization. The bigger problem with email when used within the enterprise is that it traps knowledge in the email inboxes of the sender and receiver. Knowledge, which is the key asset of a company, gets lost due to employee transfers etc. Confidentiality Advanced ESS with individual user and user group permissions allow guarded access to relevant content. Emails work beautifully by design in this case since the content can be shared only with the intended users. Context ESS tools allow effortless pooling of a bunch of context into conversations. For eg: a user’s photo, current location, work history, conversation history etc. all can be pulled into the conversation making collaboration easier and more relevant. Emails allow very limited context – only upto what is mentioned in the message or at the maximum the context from the conversation thread. For anything extra, the onus of finding it is on the users themselves. Focus on WHAT (Outcome), not HOW (Discussion) ESS, with its mix of tools and peoplecentric design allows real-time collaboration. Here the discussions are a part of the process and the tool is built to go beyond that to achieve outcomes. Emails allow discussions on the process of doing something. The medium allows conversations focused on how to collaborate rather than allowing collaboration itself. Outcomes are still achieved using a different medium of tool independent of email. Type of Conversations Content Relevance In fact, as per an industry research 3, by 2014, enterprise social networking services are expected to replace email as the primary vehicle for interpersonal communications for 20% of business users. While emails are not anticipated of going away, they will rather be used as notification tools to alert users. In the long-term, there appears to be generational shifts away from email usage as more organizations adopt real-time collaboration on virtual spaces where all data is available along with people and relationship built into a single ESS tool. Web 2.0 vs ESS: One could argue that the new breed of Web 2.0 tools such as Wikis, discussion boards, forums, communities, document sharing etc. that became popular in the last decade, taking over some burden from emails, were perfectly fine for organizations. However, the larger picture is that users don’t care about tools; they want to centralize their activities. As a matter of fact, what prevents people from effectively socializing their practices and conversations (in short, 3 Source: http://blog.mangoapps.com/enterprise-social-networking-overtake-email/
  20. 20. collaborating) is primarily the need to change tools as they shift from one kind to a different kind of interaction. What was required was a tool with improved capabilities of old ones and which can successfully handle many interaction models. ESS provided that platform for organizations. The following rightly captures the evolution of collaboration from communication in organizations: Emails Forums, Communities, Boards Shared Folders & SharePoints Enterprise Social Software Illustration 3 in the Appendix B lists down some of the features that modern ESS tools provide. Leading ESS Tools4 Cisco’s WebEx Social: Formerly known as Cisco Quad, WebEx Social and WebEx Social Server provides a secure, business-focused Facebook-like experience that couples tightly with Cisco System Inc.'s other communications platforms, such as WebEx conferencing, Jabber and Cisco Unified Communications Manager. The tool also makes it easy to collaborate on writing documents and scheduling meetings. It also allows fine-grained access permissions and seamless transitions between asynchronous status updates to live chats to video calls, all within one platform. Beyond that, however, the focus of WebEx Social is on connections: helping map and define who knows who and who knows what. Employees can follow one another, and finding an expert in an area becomes as simple as a Google search. WebEx Social is not an application software, its designed as a platform which brings together wikis, blogs, user profiles, integrated applications, communities, content management and user management within the same web-based tool with a single-window guaranteed consistent user experience. Also, the platform provides features such as tagging in contents and posts, setting permissions on content accessibility, voting, commenting, liking, discussing, replying, content management, versioning, broadcasting and setting up of static pages as well. The idea is to fold the company’s intranet and gamut of individual collaborative tools such as wikis, communities, employee productivity tools (bug reports), HR tools (payroll, vacation tool, leave tool, feedback tool, performance evaluation/appraisal tool etc.) into a single platform. The employees simply login to one tool at the start of the day to get started and everything is available on that one central platform. Illustration 4 in the Appendix B captures the WebEx Social Tool. Oracle Social Network: Aimed at enterprises that use various Oracle applications, Oracle’s Social Network is essentially a social layer in the enterprise stack. It is an example of a solution to the silo problem i.e. applications existing in silos – though they may share data, they don’t inherently share conversations without which collaboration becomes difficult. While Oracle fields a typical enterprise social network application with micro-blogging, file sharing, shared documents or wikis, and activity streams, the front-end application is only a small part of what Oracle Social Network does. Instead, Oracle Social Network as a platform provides social features as a service to other enterprise applications. In effect, Oracle Social Network socially enables all of Oracle’s enterprise applications—all enterprise applications really—with not only the same features, but also the same conversations which facilitate inter-application communication and collaboration. 4 Source: searchunifiedcommunications.techtarget.com/feature/Socialize-Comparing-enterprise-social-software-vendors
  21. 21. The main method for collaborating across applications is the Conversation. Conversations are basically activity streams and micro-blog posts attached to entities within applications. An example of a use case can be as follows5: A customer service record in a CRM application can be the starting point for a Conversation that is then shared with others who don’t typically have access to the CRM system. The service agent may need more information to address the customer’s need and can create a Conversation that includes not just a supervisor or second-line support, but also engineers and product managers. The product manager, working primarily with a product lifecycle management system, can then see that it’s a problem with a part, pull out parts information such as manufacturing lots, and make that information available to the group. That information, in turn, spurs additional conversations with engineers participating in the Conversation. In the end, by quickly sharing information across applications and people, a resolution is found much more quickly, resulting in a happy and loyal customer. Oracle Social Network allows such activities to be performed across an entire enterprise, yielding a more agile and responsive organization. Oracle Social Network supports an extensive API based on the OpenSocial standard, which makes integration into most modern third-party applications easy. Illustrations 5 and 6 in the Appendix B capture the Oracle Social Network tool. Microsoft Yammer & SharePoint: As Microsoft's social software offering, SharePoint has become a de facto starting point for many businesses looking at a way to better connect employees in a collaborative environment. Microsoft's recent acquisition of Yammer has helped bolster the company's social software pitch, although integration of the two suites is currently light. SharePoint is a repository of business documents and institutional knowledge. Files can be uploaded, shared, archived and edited, while wikis and discussion threads can help capture conversations for posterity. Yammer covers real-time interactions with a series of mobile and Web apps that combine the simplicity of Twitter with more extensive features, such as organizational chart mapping, polls and groups. Early integration of Yammer and SharePoint allows users to keep an eye on Yammer updates through the SharePoint interface or to share SharePoint documents through Yammer. Illustration 7 in the Appendix B captures the Yammer tool. Effectiveness of Social Media Channels for Stakeholders We have tried to gauge the effect of social media channels for both B2B companies and the impact social media creates for various stakeholders. The assessment comes from secondary sources only and through limited primary interaction with employees (manager-level, communication team members and primarily engineers) from Cisco and Oracle. The customer and partner perspective is purely from secondary research. The following sections describe the same in detail. Customers’ & Partners’ Perspective: 1. Customers get to regularly engage with the company via external social media channels. 2. They can find out about new product/service launches, feature additions to existing products/services and about upcoming promotional offers. 3. Customers also get a chance to seek quicker resolution of their problems by obtaining troubleshooting assistance on social platforms. 4. Since social media give customers potential up hand to bring a company’s wrongdoing to limelight in public, they get a very powerful tool to keep a check on the company’s service and value delivery promises. 5 Source: http://www.oracle.com/us/corporate/analystreports/infrastructure/esg-osn-1731043.pdf
  22. 22. 5. Customers also get access to latest industry insights, media talks and product roadmaps directly from the companies. 6. Customers gain access to a reference group or the community of other users of a brand’s product through its social media channel, helping them make buying decisions, do product research before buying and get peer support post-buying. Employee Perspective: 1. For employees in organizations, Enterprise Social Software (ESS) tool combines multiple different tools into one UI that is built around people – the centre point of collaboration. 2. It promotes flatter hierarchies and openness in organizations. When senior management broadcasts a message in the entire organization, unlike email, ESS tools generate a feel of a borderless organization. 3. Employees can be recognized and rewarded in public using ESS tools unlike emails. 4. Collaboration is built into ESS tools by design itself, hence making day-to-day work convenient for employees by breaking the silos across departments and geographies in which is like most B2B companies presently operate. Management / Business Perspective: 1. Businesses get to form direct relationships with partners and customers which are essential in the B2B marketing context. It helps brand building and since the companies get to know their customers better, they can create more suitable/relevant content for social media. 2. If not for anything else, companies can simply use social media to listen to what customers are saying about their products, services and brands and correct their strategy accordingly. 3. Executives in B2B companies use social media to successfully pursue thought leadership activities and create credibility for themselves and the company in the process. 4. The management, through the use of internal social media, achieves consolidation of tools and processes within the company, thus saving time and improving employee productivity. 5. By ensuring a social media presence, the business gains an impression of a contemporary and savvy marketing company. 6. Companies are using social media to generate leads for more business through networks and contacts. 7. Social media is the most cost-effective media to reach an unprecedented audience in one go. 8. B2B companies can engage with customers to help them learn the use of a product, thereby resulting in increased sales and customer satisfaction. Measuring the RoI of Social Media Programs in B2B Organizations For the purpose of gauging how organizations measure the return of investment (RoI) on social media programs, we conducted primary research via interviews. Cisco’s communication manager and the head of social media program were the two professionals interviewed to gain some understanding about the measurement of success for social media programs. Cisco has defined a useful “Social Media Measurement Framework” that captures some of the most common objectives set internally for a social-media campaign back in 2010 and then defines the data points within those objectives that the company wishes to measure to track performance. Illustration 8 in Appendix B captures the framework in detail which other firms can leverage. Apart from the framework, the following metric categories are typically tracked to measure the RoI of social media programs in the B2B space:
  23. 23. Objective Metric Details Distribution & Reach Measure no. of followers, fans on the channel and mentions, re-tweets, shares etc. for the content pushed out on specific social media channels, amount of marketing/advertising costs saved by reaching more audience through social channels as compared to traditional media Interaction Measure instances of re-tweets, shares, replies, comments, forwards, comments and positivity/negativity of sentiments shown by audience. For videos or time-taking media, no. of clicks while browsing and amount of time spent by the customer on the channel can be a useful metric Influence Closely track customer attitudes, perception changes due to the content pushed out on the channel, measure of Net Promoter Score and impact on brand’s credibility through qualitative examination of mentions Action Measure of leads generated through a particular channel and number or rate of conversion into actual sales, number of service requests resolved by assisting customers on social media, increase in customer satisfaction The above metrics of measuring the RoI used by B2B companies can be grouped as follows: 1. 2. 3. 4. Conversion Rate: number of comments per post Amplification Rate: number of shares and re-tweets Applause Rate: No. of favourite clicks, likes, Google +1’s per post Economic Value: A measure of $-value generated per visitor (average value taking into account the lead to sales conversion) An interesting RoI-based guideline6 for B2B companies using Social Media given as follows: Social Media Equation™: Balances sales conversion with other motives of using social media. 20% information + 20% entertainment + 40% interaction + 20% converting to business 1. 20% of the time, a company should post practical information (such as location, opening hours, etc.), as well as references or tips that will get people thinking about the company in terms of keywords. Cisco for example posts a number of messages about the future of Internet and the keywords of its key campaigns such as “Internet of Everything #IoE”. 2. 20% of the time, a company needs to entertain its customers to keep them interested. There are three ways to do that: (a) humor, (b) controversy and (c) make them cry! 3. 40% of the time, a company needs to interact with its customers, listening to them and responding to their questions and comments. 4. Finally, 20% of the time, a company needs to sell its product. Many people disagree with on this point, saying that social media is a place to build relationships, not sell. However, the equation’s author maintains that creating relationships will not help the company achieve its business goals on its own. The brand actually needs to market its products to see results from its social media campaigns. 6 Source: www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  24. 24. Operational Execution of Social Media Program & Social Media Policies A critical aspect of the usage of social media by B2B companies is the governance and management of the numerous channels a company selects for its use. We found it made sense to understand who manages these channels, the team structure, the guidelines issued to them, how do they decide to push specific content via a particular channel and how does the engagement work. Also, we wanted to understand the social media policies of the company 7. Cisco’s communication manager and the head of social media program were the two professionals interviewed to gain some understanding about the operational aspect of social media programs. Alongwith primary data, details about social media policy of Cisco available in public domain8 was also used to compile the following points. Operational Area Policy Guidelines & Remarks Organizational Teams Cisco’s approach is defined as “dandelion” in the industry, with multiple hubs and multiple teams. Cisco’s Global Social Media Marketing Team works with Services and Social Media teams within Corporate Communications team across geographies and business units to define policies, governance principles, rules and training programs for employees. The teams consist of full-time as well as vendor employees at the company. Ownership Group-wise mailing lists are maintained to define owners of every handle on different social media channels. For a particular geography or business unit, the same team handles communication and engagement across channels rather than separate people handling separate channels. This is done to ensure consistency of messages. Resources and Materials Cisco’s Global Social Media team hosts online community with shared resource materials, social media statistics, info-graphics, success stories and case studies which can be readily among interested employee volunteers. Training Sessions Cisco transforms its regular employees into social media enthusiasts to increase its share of voice in the virtual space by educating them on best practices to be followed while engaging on social channels with their inhouse optional social media training programs. Cisco organizes specific social media education trainings for volunteer employees in 5 modules: (a) Certification Program, (b) Practitioner Roundtables, (c) Virtual Vendor Fair, (d) Functional Deep Dives and € Events and Conferences, each for different type of interactions that employees have to come across on social media. Budgeting of Time and Money Cisco teams allocate their time consciously between different mediums as follows based on the ownership and importance of the media: (a) Home Base (Priority 1) – Cisco Website, Forums, Social Networks and Blogs: ~50% (b) Outposts (Priority 2) – LinkedIn, Facebook, Twitter YouTube: ~40% (c) Passports (Priority 3) – digg, del.icio.us, flickr, blogs etc.: ~10% We could not get an estimate of the rough %ge spend the company allocates out of the marketing budget earmarked for social media programs as that was a company confidential data. However, the general understanding is that at an overall corporate level, the spending may be much greater than what individual businesses and geographies spend on social media. From market data, to enable Source: https://smartblogs.com/social-media/2010/09/16/how-cisco-defines-business-to-business-social-mediasuccess-and-achieves-it/ 8 Source: http://www.powershow.com/view/2ac0d5YTUyY/How_Cisco_Operationalizes_Social_Media_for_Repeated_Success_powerpoint_ppt_presentation 7
  25. 25. integration, marketers have begun increasing their social media Budgets and social marketing spending as a percentage of marketing budgets is projected to increase from 7.6% to 18.8% over the next five years.9 Setting Governance Cisco publishes its Social Media Guidelines10 for all employees annually Rules and Social which captures do’s and don’ts for employees who wish to use social media Media Usage Policy personally or on behalf of Cisco. 9 Source: http://cmosurvey.org/blog/six-reasons-marketing-budgets-are-on-the-rise/ Source: http://blogs.cisco.com/news/cisco_social_media_guidelines_policies_and_faq/ 10
  26. 26. Phase 3: Concluding Remarks & Consolidation of Learnings Social media usage by B2B organizations support firmly the emerging trend of companies becoming increasingly Business-to-People (B2P) oriented and not B2B or B2C only. B2B marketing is based on the pillars of customer relationships, cross-border engagements and superior value delivery. Social media programs in B2B organizations contribute to each of these pillars and hence, are no longer a good-to-have service or a clever marketing gimmick. Well-planned and well-executed social media programs in B2B enterprises have become a must-have in today’s world. That is why B2B companies need to understand that they require a social media strategy and need to develop new ways to listen and determine where to focus. Companies ought to make sure they understand what their goals and objectives are for using social media. After all, it is not just about putting information out there, but rather listening to and engaging in conversations with their stakeholders on different channels simultaneously. A consolidated “actionable” whitepaper is produced in the following pages of this report to enable B2B organizations to understand social media and design their social media policy based on learnings obtained by studying the pioneer organizations in this field i.e. Cisco Systems and Oracle Corporation.
  27. 27. Appendix A Source: http://www.mediabistro.com/alltwitter/files/2012/03/social-b2b. jpg Source: http://thumbnails.visually.netdna-cdn.com/top-5-b2b-social-media-trends-and-statistics--online-marketingtrends_50290fd72a1b2.jpg
  28. 28. Source: http://thumbnails.visually.netdna-cdn.com/social-media-facts-and-figures-for-b2b-sal es_50290a8c06452.png
  29. 29. Appendix B Illustration 1: Social Presence of Cisco Systems on Different Platforms Cisco’s Facebook Page Cisco Blogs Cisco’s Google+ Page
  30. 30. Illustration 2: Social Presence of Oracle Corporation on Different Platforms Oracle’s Facebook Page Oracle’s YouTube Channel Oracle Technology Network (Community)
  31. 31. Illustration 3: Features of Enterprise Social Software Tools (Source: http://blog.mangoapps.com/enterprise-social-networking-overtake-email/_ Feature Description/Benefits Intuitive Microblog Publishing This is the essential tool for sharing. It should support text and Widget. attachments. It could also support creating other content like tasks and events. It should also allow the user to specify an open share (to all followers) or a share targeted to followers of Activity Streams for a project, en event, an organization etc. Activity Streams Views of activity streams of people, projects, events, etc. Search All content shared within the enterprise (unless subject to privacy or other restrictions) must be searchable. The ability to search for status updates, ideas, tasks, event, documents, IM sessions etc. Integration with an enterprise Enables all employees to be included in the “social network”, searchable employee directory through and identifiable by their name, email ID or other enterprise identifier. LDAP Intuitive interface to find and Employees should be able to find each other by name, ID, organization, follow colleagues picture, email address, etc. The tool should allow selection of Activity Streams for subscription. Rich Employee profiles – Employee profiles that describe professional and personal skills, import from LinkedIn background (work, education) and interests allow employees to learn about each other as people as well as resources. Privacy and security Access to the product should secure to protect proprietary data Access on the PC desktop and Access should be possible from any PC Internet browser while in the office mobile or elsewhere. Access on popular mobile devices like the iPhone and Android devices extends access. Desktop clients provide more convenience. Support for project or group A work space for information sharing, document sharing, and discussion sites threads, related to a project or topic of common interest, supports how employees work and create. Members of the project follow the project and see information shared within the project appear in their Activity Steams just like individual open shared information. Project Activity Steams allow segregation of information. Support for shared tasks and These common work structures can be supported as a content type to events share and be followed in Activity Streams Document sharing Docs should be sharable through all Activity Steams. In the context of a project, Document work flows may be implemented. The follow model may be applied to documents so followers will see updates and workflow events. Presence enabled Instant Presence of the author associated with content in an Activity Feed with the Messaging (1-on-1 or group) ability to start an IM session enables real-time interaction. Contact colleagues by SMS, If the author of content in an Activity Feed is not online, alternate voice or conference communication methods enable real-time interaction. conferencing Social Applications Social applications to recognize each other, reward each other, challenge each other, learn about each other, conduct quick polls, foster relationships and encourage sharing and openness. Administrative Interface to Tools to manage features, users, content, security and performance are manage employees, content essential. and features Ability to involve people The ability to extend access to Activity Steams to involve customers, outside the company in limited suppliers and other parties. The product should allow selectivity in groups or activity streams exposing Activity Steams, project and work spaces externally. Integration with SharePoint Many enterprises use SharePoint or other Document Management tools. and other Document Integration with existing document management tools enhances the management tools microblogging product work spaces and adds social features to the document management tool.
  32. 32. Support for Blogs and Wikis (optional) Blogs and wikis function as collaboration tools, and as such, they have uses mainly in sharing “unstructured” information associated with ad hoc or ongoing projects and processes Illustration 4: Cisco’s WebEx Social Tool
  33. 33. Illustration 5: Oracle’s Social Network (Concept)
  34. 34. Illustration 6: Oracle’s Social Network (User Interface) Illustration 7: Yammer Social Tool
  35. 35. Illustration 8: Cisco’s Social Media Measurement Framework (Source: http://blogs.cisco.com/wp-content/uploads/Cisco-Social-Media-M easurement-Framework3.jpg)
  36. 36. Whitepaper
  37. 37. Social Media: Transforming B2B Organizations An Academic Whitepaper by Viveka Sra & Vishrut Shukla – PGP 2012-14 at IIM Bangalore, India B2B Social Media Trends via Stats  86% of B2B firms use social media compared to 82% of B2C firms.  B2B firms less active in social media activity as only 32% engage on a daily basis compared to 52% of B2C firms.  B2B spending on social interactive marketing will double since 2009 to $4.8 billion by 2014.  Only 50% of B2B firms formally analyze metrics to gauge their social media program’s RoIs.  61% of US marketers are now using social media to up lead generation.  Average social media activities of Fortune 100 companies: o 27 tweets/week o 3.6 FB posts/week o 7 blog posts/month o 10 videos/month How-To-Use Guide for Popular Channels Use: Brand building and information dissemination Target: Fans, public, influencers, enthusiasts Tonality: FYI type, arise action from reader Engagement: Readers can post comment, responses & admins engagement Why Social Media in the B2B Space? Social Media may be defined as medium of connection over the internet or means of interaction among individuals in virtual communities or they may be defined as group of internet based applications that allow creation and exchange of user generated content. The definitions of social media are fast evolving and so is the reach and potential. The power of the medium can be gauged from the fact that Social Networking sites now reach 82% of the world’s online population. Many organizations have started building on the potential of social media for activities like online promotions, marketing, getting closer to customers, sharing ideas, information etc. The social media is enabling in developing and maintaining small-scale, one-on-one customer relationships in an efficient manner. The greatest power of the media lies in the fact that it has succeeded in making this relationship, a two way transaction, by enabling customers to respond and hence be more involved. This makes it absolutely essential for all organizations and especially those in the Business to Business space, where the customers’ evaluation of the company is value based, to have a comprehensive Social Media Policy. What is Your Social Media Strategy? Apart from the traditional social media channels, more and more organizations are now looking towards building such capabilities for their internal communication to take off some of the burden from traditional communication media like emails etc. As an organization, you need to decide first what your objective of employing Social Media is:         Brand building - through marketing & promotional activities Customer connect - sharing information, exchanging ideas, address concerns Type of customer targeted – influencers vs direct decision makers Driving collaboration and alignment across business units and geographies Fostering stronger relationships with business partners Listening - Capturing and collecting information Locating talent and expertise - learning and sharing best practices more easily Building connect with other like-minded organizations – platform to bring likeminded individuals together through communities Which Social Media Channels to Choose? There are various channels available in the media space and many more are being added up. These channels differ in their usage, the audience that they cater to, the tonality used and the content pushed out and also the impact that each of them makes. Therefore, it is imperative that B2B organizations use as many of these as possible to their advantage, but rather carefully. Some of the major channels currently used by organisations are:
  38. 38. Use: Creating a buzz, brand building and information dissemination Target: Fans, influencers, enthusiasts and customers Tonality: Exclamatory, encourage to know more Engagement: Interact using tiny URLs, hashtags, @mentions. Use: Event coverage, product demonstrations, information dissemination Target: Decision-makers, enthusiasts, customers, fans Content: Videos of executive talks, thought leadership interviews, reporting events, product functions, tutorials, success stories, latest industry developments Engagement: Likes, shares and comments on videos Use: Brand building, promoting thought leadership, info sharing Target: Partners, customers, jobseekers, thought leaders, technology administrators Tonality: FYI type, directing to detailed blog posts and news items, videos etc. Engagement: Networking, comments and likes  Facebook / Google+ - These channels have a broad geographical and organisational reach and are one of the most efficient streams for brand building and connecting with customers and fans. They are also very efficient in terms of speed of message conveyance and thus have a strong impact. Their usage needs to be moderated due to the immense popularity and following that they enjoy.  Twitter - This micro blogging channel is an effective tool for building ‘buzz’ around events and makes the end users aware of the latest developments, events, etc. The users are motivated to actively find out more about the happenings due to the brevity of the media.  LinkedIn - LinkedIn is like the Face book of the professional with the added advantage of connecting a more targeted audience with the company. It builds a brand for the company among employees, experts and future prospects by highlighting available career opportunities.  YouTube - Videos are emerging as a popular means of communicating about products, customer stories, events, trainings etc. They provide a richer experience than written content and hence this channel is gaining popularity simply because its messages are far easier to understand than of any other media.  Networks / Communities - These channels engage like-minded individuals who use company products. They bond with each other by resolving each other’s problems, discussing industry trends and anything relevant to the company. Thus, they build an ecosystem around the company which contributes again in strengthening the brand of the organisation among stakeholders.  Blogs - Blogs are increasingly evolving into tools for sharing innovation and opinions by employees, executives, non-employees alike. They become a medium of discussing customer requirements, industry trends and also a very powerful feedback loop. They capture general news and opinion relevant to the company.  Flickr - This is a repository of event photos, employee activities etc. This has grown to also include screenshots of products. It is increasingly being developed by organisations as an online press kit, which can be accessed by traditional media, bloggers etc to obtain event photos, product launches etc. Managing and Executing Your Social Media Program. B2B organizations must follow the below sequence to develop and manage their social media strategy. The commitment and involvement of senior executives is a must in the social program’s planning and execution. Understand your organizations and know your stakeholders Define objective of your Social Media policy in alignment with org’s goals Setup a team, develop internal capabilities, define owners & commit Map out the plan, start the strategy implementation, follow best practices
  39. 39. Measuring the RoI on Your Social Media Engagements. As a larger percentage of marketing spends are getting allocated to social media engagements, it is extremely critical for organizations to monitor and measure the effectiveness of their efforts in the virtual space as follows: Obj e cti ve Me tri c De tai l s Distribution & Reach Measure no. of followers, fans on the channel and mentions, re -tweets, shares etc. for the content pushed out on specific social media channels, amount of marketing/advertising costs saved by reaching more audience through social channels as compared to traditional media Interaction Measure instances of re-tweets, shares, replies, comments, forwards, comments and positivity/negativity of sentiments, For videos, measure no. of clicks and amount of time spent by the customer on channel Influence Closely track customer attitudes, perception changes due to the content pushed out on the channel , measure Net Promoter Score, impact on brand’s credibility by qualitative assessment Action Measure of leads generated through a particular channel, number/rate of conversion to actual sales, number of service requests resolved on social media, increase in customer satisfaction Best Practices for a Rewarding Social Media Program. 1 Organizations need to incorporate social media into their marketing mix and no longer treat it as an adhoc activity, but a mainstream one. 2 Companies should take ownership of their social media program and not completely outsource it to third-party service providers. Well-defined owners & clear mandates for different channels are must. 3 Employee strength can be leveraged to build the organization’s share of voice in the virtual space through proper training and governance. 4 Organizations should setup a social media function at corporate level that ensures consistency of message, tone and content across channels at all fronts and develops supporting resources. 5 Organizations can choose between centralized, decentralized, holistic and hub-and-spoke approaches to build their social media teams. Hub-and-spoke is one of the most used methods since it increases efficiency, consolidates efforts in the long-run, improves accountability, drives policy adoption and promotes sharing of best practices among teams trying different approaches across businesses and geographies. 6 Building a multi-network presence is recommended owing to varying suitability of content and degree of engagement on different media. 7 Organizations must develop the best suited set of metrics and tools to monitor & measure the RoI. 8 Given that the social media can backfire and rapidly turn against the organization’s best interests in times of crisis, organization must have a response plan to address various possible scenarios in virtual space. Summing it Up. Social media usage by B2B organizations point towards companies becoming increasingly Business-to-People (B2P) oriented and not B2B or B2C only. B2B marketing is based on the pillars of customer relationships, crossborder engagements & superior value delivery and social media contributes to all of these. A well-planned and executed social media playbook has become a differentiator today and will soon become a point-of-parity. Firms need to learn where to focus, listen to and engage in conversations with stakeholders to build relationships.

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