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Enterprise Social Media - The Next Trend in B2B Social Media

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Enterprise Social Media…The Next Trend in B2B Social Media
Marketing is often one of the first functions within an enterprise to adopt social media. Customer service/technical support and HR usually follow in the B2B enterprise. With so many functional areas tapping into social media, how will the organization ensure that all functions follow social media good practice, support the integrity of the corporate brand, and gain the productivity advantages of enterprise social media? Some enterprises are establishing a social media center of excellence that leverages the social media experience and expertise of colleagues to enable the enterprise to benefit from social media in terms of accelerated innovation, effective knowledge sharing, and greater productivity.

What B2B Marcom can offer the social media center of excellence?
Enterprise social media can increase a company's agility and help provide a competitive advantage. Driving more effective collaboration, greater transparency/fewer silos and innovation are just a few goals of a social enterprise. Often, large companies have the social media tools, but lack an overarching strategy for how to use the tools effectively. This is where marketing communications can help. After all, one of the goals of marketing communications is to boost leads by creating compelling content that drives visitors to websites and engages them in social channels and throughout the buying cycle. Large businesses have similar needs relative to their colleagues, particularly in globally distributed enterprises. For example, how does a center function "sell" their services to field or satellite facilities, especially if the facilities aren't aware of the services? How can colleagues locate subject matter experts?
This presentation covers some of the basics and includes an opportunity to download a free 9-page white paper that include additional information and enterprise social media references.

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Enterprise Social Media - The Next Trend in B2B Social Media

  1. 1. Enterprise Social Media… The Next Trend in B2B Social Media J. Damico Marketing Communications www.jdamico.netCopyright © 2013, J. Damico Marketing Communications
  2. 2. Table of Contents • Why Enterprise Social Media? • What B2B Marcom Can Offer the Social Media Center of Excellence • Educating the workforce: Learnings from B2B marcom • Getting to know you: Leverage extroverted marcom colleagues to build effective profiles • Content management in the enterprise using an integrated B2B marcom model • How to integrate social tools into the communications mix • Social media do’s & don’ts from the B2B marcom experience • MetricsCopyright © 2013, J. Damico Marketing Communications
  3. 3. What are enterprises trying to achieve? • Enterprise Social Media can… – Better leverage knowledge – Accelerate Innovation – Increase productivityCopyright © 2013, J. Damico Marketing Communications
  4. 4. What B2B Marcom Offers Enterprise Social Media • Vision • Leadership • Tactical CompetenceCopyright © 2013, J. Damico Marketing Communications
  5. 5. Why B2B Marcom? • B2B marcom can help the enterprise avoid common social media mistakes – We’ve already made them! • As a result…Copyright © 2013, J. Damico Marketing Communications
  6. 6. B2B Marcom Helps Speed Adoption • Gain leadership buy in / support • Establish goals and objectives – Metrics matter • Train colleagues – What to do – What NOT to doCopyright © 2013, J. Damico Marketing Communications
  7. 7. Learnings from B2B Marcom… • It all boils down to SEO – Create pull – Find expertise • Get what you want, when and where you need it. If it sounds like marketing… that’s because it is!Copyright © 2013, J. Damico Marketing Communications
  8. 8. More Learnings from B2B Marcom… • Build effective profiles – Who are the influencers? – How can they help? • On what keywords are colleagues searching? – Does your profile include them?Copyright © 2013, J. Damico Marketing Communications
  9. 9. Content Drives Social Media… • Use an integrated marcom model to build content – Include context in communications • How does your message fit with enterprise vision, goals, objecti ves? • Influence behavioral changes that impact resultsCopyright © 2013, J. Damico Marketing Communications
  10. 10. More on Content Drives Social Media… • Communicate clearly & effectively – Match the method with the message • Short and sweet – Drive readers to more in-depth content – General announcements – Reinforce messagesCopyright © 2013, J. Damico Marketing Communications
  11. 11. Integrate Social Tools Effectively • Integrate social tools with: – Email – Online communities – Face-to-face events – Webinars – Websites Why?...Copyright © 2013, J. Damico Marketing Communications
  12. 12. Improve Communications Effectiveness… • Cut through clutter • Encourage dialogue • Promote inclusion • Initiate innovationCopyright © 2013, J. Damico Marketing Communications
  13. 13. Integration Example: HR Announcement • New healthcare Post to activity packages available stream Comment in Email commun- • Objective: ities – Elicit action SMS Posters (mobile) Sign message up! Lunch- Intranet room tent site cards banner Employee HR site event (details)Copyright © 2013, J. Damico Marketing Communications
  14. 14. Integration Example: Technical Challenge • Capitalize on Start supply shortage community discussion • Objective: SMS (mobile) Email – Utilize excess message manufacturing capacity Deliver! – Drive colleagues to community Video Announce in activity conference discussion stream Applicable intranet site announce- mentCopyright © 2013, J. Damico Marketing Communications
  15. 15. What’s the point? • Transparency • Findable information • Reduce / eliminate silos • Knowledge transfer • Knowledge share • Increase productivityCopyright © 2013, J. Damico Marketing Communications
  16. 16. Social Media Do’s & Don’ts • Do… • Don’t – Establish goals – Focus on tools – Focus on business – Expect the results organization to “get – Gain leadership it” at first support – Underestimate the – Train colleagues cultural change – Produce relevant contentCopyright © 2013, J. Damico Marketing Communications
  17. 17. Formula for Enterprise Social Media Success Clearly Leader- Social Relevant defined ship media quality SUCCESS goals support training contentCopyright © 2013, J. Damico Marketing Communications
  18. 18. Metrics • Did you achieve • Indicators your goal? – Participation / • Did innovation membership result? – Number of discussions / • Was a problem comments solved quickly? – Number of “likes” – Quality of discussion – Site visits – Time spent on a given site / pageCopyright © 2013, J. Damico Marketing Communications
  19. 19. Enterprise Social Media Prediction… • Social media will become an enabling platform for effective enterprise collaboration & communication. • It’s no less transformative than telecommunications systems were in the past.Copyright © 2013, J. Damico Marketing Communications
  20. 20. Learn more… • Download a 9-page white paper, Enterprise Social Media: The Next Trend in B2B Social MediaCopyright © 2013, J. Damico Marketing Communications
  21. 21. Thank you… joan[at]jdamico.net @copywriter4uCopyright © 2006, J. Damico Marketing Communications

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