Social Media Strategies for Real Business BenefitsDriving Brand and Demand through Social Media ChannelsColm HannonManagin...
AbouteSocialMedia is an enterprise social mediaconsultancy based in LondonWe help B2B companies achieve real businessvalue...
The Bar Analogy
Agenda• Why online social interaction?• How to structure your process• What are SMEs doing?• What are Multinationals doing...
Why Online Social Interaction in B2B?• Your target audience is online• They like to interact with people about things that...
Why Online Social Interaction in B2B?
Benefits of Online Social Interaction• Market intelligence      • Build brand and reputation• Product development      • K...
But More Importantly...Get More Meetings!
eSocialMedia’s Process for SMEsThis methodology is in five parts:Plan          Infrastructure         Listen   Target   En...
Plan• Business Objectives?• Target Audience?• Social Interaction Related Objectives?• Quantifiable Value?• Who Cares?• Res...
Infrastructure
ListenOther tabsdisplay relevantvideos,conversations               Googleand competitor              newsmentions         ...
Target• The key to social media conversation is CONTENT• Based on what you have learned from the monitoring  define a CONT...
EngageStaff should be trained on:• Starting online conversations• Online conversational etiquette• How to seed conversatio...
Does It Work For SMEs?
What Are Multinationals Doing?
Blog:Website  8:1
ResultToo Many People To Meet
Thank youColm Hannoncolm.hannon@esocialmedia.co.uk+44 (0)20 8894 7563  © 2009 Forrester Research, Inc. Reproduction Prohib...
Social media strategies for real business benefit
Social media strategies for real business benefit
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Social media strategies for real business benefit

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  • Some really useful stuff here, Colm. Seems there is another piece of work around defining the content strategy. Big issue for businesses that don't necessarily see themselves as publishers.
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  • Colm Hannon is Managing Director at eSocialMedia, a business that provides SME and enterprise level social media consultancy and training to B2B companies. He is also founder and chair of the Digital Leaders Think Tank and The Direct Resourcing Think Tank, peer groups that bring together marketing and recruitment leaders from FTSE 250 companies, and he has spoken for organisations like LinkedIn about how B2B companies should socially interact online with clients and talent. eSocialMedia has an impressive client roster, including Microsoft, Allianz, and Eversheds, and I think Colm will give some examples of how eSocialMedia works with its customers and help them leverage social media channels to support their business goals. What we like about Colm’s approach is how he focuses on the impact that social media interactions can have on the bottom line.Before I had you over to him I wanted to give some context to how we’re going to look at the topic of social media today.
  • There are some negative connotations that have built up around social media in the business world – a dirty word. Because its hard to succinctly explain these, I’ve taken the easy option and reached for a couple of cartoons.How many have you had conversations that sound a bit like this? It would help if we had a ‘Magnetic Idea’ to build some content around!
  • And once we’ve got our social media channels established, how pleased are we with the results they generate?
  • Social media strategies for real business benefit

    1. 1. Social Media Strategies for Real Business BenefitsDriving Brand and Demand through Social Media ChannelsColm HannonManaging DirectoreSocialMedia2 May 2012 © 2009 Forrester Research, Inc. Reproduction Prohibited
    2. 2. AbouteSocialMedia is an enterprise social mediaconsultancy based in LondonWe help B2B companies achieve real businessvalue from having online interactions with clientsand talent
    3. 3. The Bar Analogy
    4. 4. Agenda• Why online social interaction?• How to structure your process• What are SMEs doing?• What are Multinationals doing?• Questions for me
    5. 5. Why Online Social Interaction in B2B?• Your target audience is online• They like to interact with people about things that matter to them• If you do it well you get more meetings and more business• Most competitors are not interacting well online, so there is an opportunity
    6. 6. Why Online Social Interaction in B2B?
    7. 7. Benefits of Online Social Interaction• Market intelligence • Build brand and reputation• Product development • Keep in touch with more clients and be front of mind for upsell• Souring prospects opportunities• Competitor analysis • Engage talent and hire directly• Operational efficiency over calls and email • Customer service savings over call centres• Build rapport and relationships online • Faster and cheaper internal and external comms
    8. 8. But More Importantly...Get More Meetings!
    9. 9. eSocialMedia’s Process for SMEsThis methodology is in five parts:Plan Infrastructure Listen Target Engage
    10. 10. Plan• Business Objectives?• Target Audience?• Social Interaction Related Objectives?• Quantifiable Value?• Who Cares?• Resources?
    11. 11. Infrastructure
    12. 12. ListenOther tabsdisplay relevantvideos,conversations Googleand competitor newsmentions summary RSS News feeds Conversations on forums Conversations on blogs
    13. 13. Target• The key to social media conversation is CONTENT• Based on what you have learned from the monitoring define a CONTENT STRATEGY to build a ‘warehouse’ of answers for questions your target audience is asking• Turn this into a CONTENT SCHEDULE so you can produce a variety of blogs, videos, etc over the coming months• Define your TAGGING plan so that this content can be found and spread throughout the social space
    14. 14. EngageStaff should be trained on:• Starting online conversations• Online conversational etiquette• How to seed conversations in various conversational spaces• How to re-use other interesting content• Best practice guides for blogging, tweeting, etc• Using the tools and infrastructure to engage with clients
    15. 15. Does It Work For SMEs?
    16. 16. What Are Multinationals Doing?
    17. 17. Blog:Website 8:1
    18. 18. ResultToo Many People To Meet
    19. 19. Thank youColm Hannoncolm.hannon@esocialmedia.co.uk+44 (0)20 8894 7563 © 2009 Forrester Research, Inc. Reproduction Prohibited

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