Corporate Communications      In Social Media      Case Studies In  Technology Companies         vizred.com
Create A Culture Based on CommunityCreate an image that gives confidence and trustCultivate genuine relationshipsListen, o...
Objectives•Brand awareness•Create community•Customer service•Share knowledge•Reputation management•Create trust•Visibility...
Integrating Social Media In A Company               Objectives                               Social    Culture    Change  ...
Twitter-                                   Linked In-Buzz, Microblogging,What are they saying        Contacts, Conversatio...
Process To Engage & Participate In Social Media                        Plan          Listen                     Create    ...
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“Social Objects”•   Photos on Flickr•   Videos on You Tube•   Events (Twitvite, Facebook, Plancast)•   Bookmarks on Delici...
SMO + SEO = Amplification InTraditional Web & In Social Media• SMO = Social Media Optimization Distribution of social obje...
Source: http://www.btobonline.com/special/socialmedia_sample.pdf                          vizred.com
http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf        vizred.com
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Corporate Blogs     vizred.com
Corporate Blog Strategy•Informative articles and benefits about yourbrand•News updates to new subscribers ormembers.•Press...
http://www.ibm.com/blogs/zz/en/index.html                         vizred.com
IBM Social Media Strategy:•Decentralized•Involve the employees in planning social media•Employees write the initiatives to...
Internal Social Media for IBM Employees:                 Social Bluehttp://www.research.ibm.com/social/projects_socialblue...
http://www-947.ibm.com/support/entry/portal/Forums_communities                            vizred.com
Connecting With The Decision MakersIn Technology Services        vizred.com
•4.25 hours – Average time per week readingtechnology content.•Colleagues are the primary source in the buyingprocess.•83%...
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Source: http://blogs.forrester.com/kim_celestre/11-07-20-its_time_for_tech_marketers_to_go_big_with_b2b_social_media_strat...
Case Study       Eloqua“Steal Our Content”        vizred.com
Infographic Eloqua       vizred.com
http://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_Public.pdf                               vizred.com
Results In the First Month    •12,000 new visitors to the Eloqua blog(blog was ranked on    top B2B blog for two months.) ...
Case Study          OrangeA European Multinational Company      In Telecommunications              vizred.com
Utilize a Monitoring Tool To      Listen To Conversations (Synthesio)•Identify influential forums.•Listen to conversations...
Results In Less Than A Year:      •100,000 increase in visitors to the forum.      •100,000 decrease in customer service p...
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http://www.orange.com/en_EN/                      vizred.com
http://www.facebook.com/orange                         vizred.com
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http://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all-our-passions/                             vizred.com
http://twitter.com/#!/orange/status/94667497428631552/                             vizred.com
Case Study              SAP Communityhttp://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all-our-passions/    ...
http://www.sdn.sap.com/irj/scn          vizred.com
http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549                            vizred.com
http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549                            vizred.com
http://www.youtube.com/user/sapbloggerscorner#p/a/f/0/3zHrCZn0uFg                             vizred.com
Case StudyQuickbooks   vizred.com
Quickbooks Communityhttp://community.intuit.com/quickbooks                            vizred.com
•Established Quickbooks as a resourcefor small businesses.• 3 million visitors per year.•50% annual growth rate.•Reduction...
Creative Examples      In Social Mediahttp://www.youtube.com/intel                        vizred.com
http://www.youtube.com/intel                        vizred.com
http://www.intel.com/museumofme/l/index.htm                         vizred.com
http://www.westernunionworld.com/yourworld/                            vizred.com
Connect With Influentials    In Social Media        vizred.com
Hashtag #GOAPhttp://geeksonaplane.com/destinations/south-america/                        vizred.com
http://www.hightechdad.com/             vizred.com
http://twitter.com/#!/rnormand/Source: http://blog.500startups.com/2011/06/15/top-tech-connectors-in-brazil-the-goap-organ...
Community Manager•Identify potential clients•Identify influencers•Create content for members of thecommunity•Interaction w...
Toolsvizred.com
Internal Obstacles To Implement             A Social Media StrategyFuente: http://www.btobonline.com/assets/pdf/CT69753512...
https://www.ecairn.com/home                     vizred.com
Utilized By Adobe   vizred.com
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http://twapperkeeper.com/allnotebooks.php                  vizred.com
http://www.viralheat.com/social_trends/profile/14307/Sony                           vizred.com
http://wiki.kenburbary.com/                vizred.com
Benefits• Opportunity to learn from the community: Which  services the consumer wants so the brand can create  it and offe...
Why Is It Effective?Personal reference: An honest conversation in social mediaabout your brand is more effective than buyi...
For more information:    305-710-1311 Blanca Stella MejiaSocial/Mobile Consultant  blanca@vizred.com     Lee Hodson    Web...
SERVICESSOCIAL MEDIA MARKETINGMOBILE MARKETING                          Vizred is focused onLOCAL SEARCH MARKETING        ...
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Social Media Case Studies B2B Technology Companies

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This is the English translation for a presentation we did at a multinational software company. It includes several case studies how companies are creating content to share in Social Media.

Published in: Technology, Business

Social Media Case Studies B2B Technology Companies

  1. 1. Corporate Communications In Social Media Case Studies In Technology Companies vizred.com
  2. 2. Create A Culture Based on CommunityCreate an image that gives confidence and trustCultivate genuine relationshipsListen, offer help and create conversationGive with sincerity and generosityOffer to connect people to other people vizred.com
  3. 3. Objectives•Brand awareness•Create community•Customer service•Share knowledge•Reputation management•Create trust•Visibility in the Search Engines•Obtain website traffic via social media vizred.com
  4. 4. Integrating Social Media In A Company Objectives Social Culture Change Listen Media Strategy vizred.com
  5. 5. Twitter- Linked In-Buzz, Microblogging,What are they saying Contacts, Conversations, about your brand Groups Social Media Marketing Blog- Facebook-Articles & Information, Promote events, Brand Search Engine awareness Optimization (SEO) vizred.com
  6. 6. Process To Engage & Participate In Social Media Plan Listen Create Analyze Share vizred.com
  7. 7. vizred.com
  8. 8. “Social Objects”• Photos on Flickr• Videos on You Tube• Events (Twitvite, Facebook, Plancast)• Bookmarks on Delicious• Documents on Scribd• Powerpoints, PDF’s on Slideshare• Comments on blogs• Check-ins on Foursquare Source for term “Social Objects”: Brian Solis vizred.com
  9. 9. SMO + SEO = Amplification InTraditional Web & In Social Media• SMO = Social Media Optimization Distribution of social objects and be able to be found in the search engines and social media.• SEO = Search Engine Optimization Search engine rankings and positioning. vizred.com
  10. 10. Source: http://www.btobonline.com/special/socialmedia_sample.pdf vizred.com
  11. 11. http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf vizred.com
  12. 12. vizred.com
  13. 13. Corporate Blogs vizred.com
  14. 14. Corporate Blog Strategy•Informative articles and benefits about yourbrand•News updates to new subscribers ormembers.•Press page•Training videos•Industry articles•Articles with questions to the community,statistics, market trends, world news, etc. vizred.com
  15. 15. http://www.ibm.com/blogs/zz/en/index.html vizred.com
  16. 16. IBM Social Media Strategy:•Decentralized•Involve the employees in planning social media•Employees write the initiatives to feel empowered• Give them the tools (i.e. technical platform)•Utilize “Crowd Sourcing”http://www.ibm.com/blogs/zz/en/index.html vizred.com
  17. 17. Internal Social Media for IBM Employees: Social Bluehttp://www.research.ibm.com/social/projects_socialblue.html vizred.com
  18. 18. http://www-947.ibm.com/support/entry/portal/Forums_communities vizred.com
  19. 19. Connecting With The Decision MakersIn Technology Services vizred.com
  20. 20. •4.25 hours – Average time per week readingtechnology content.•Colleagues are the primary source in the buyingprocess.•83% have at least one Social Media account.•White papers are the first resource used to be up todate with the new technologies.•46% receive their information via social mediaspecialized in B2B. Statistics from idgenterprise.com vizred.com
  21. 21. vizred.com
  22. 22. Source: http://blogs.forrester.com/kim_celestre/11-07-20-its_time_for_tech_marketers_to_go_big_with_b2b_social_media_strategies vizred.com
  23. 23. Case Study Eloqua“Steal Our Content” vizred.com
  24. 24. Infographic Eloqua vizred.com
  25. 25. http://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_Public.pdf vizred.com
  26. 26. Results In the First Month •12,000 new visitors to the Eloqua blog(blog was ranked on top B2B blog for two months.) •35,000 downloads/views. •2,600 tweets. •56 comments on other blogs. •11 comments/tweets on AdAge Power150. •Praise from Scott Monty (Ford), Jeffrey Hayzlett (celebrity CMO), Jennifer Aaker (Stanford), David Armano (Edelman), et al. •43% increase in traffic to the blog. •21% increase in “demo views” ( the best indicator in the buying process.) •12% increase to Eloqua.com website. •14% decrease in bounce rate to website.Source: http://groundswelldiscussion.com/groundswell/awards2010/detail.php?id=462 vizred.com
  27. 27. Case Study OrangeA European Multinational Company In Telecommunications vizred.com
  28. 28. Utilize a Monitoring Tool To Listen To Conversations (Synthesio)•Identify influential forums.•Listen to conversations.•Analyze comments on forums.•Pass on the information to web consultants.specialized in customer service and participation insocial media.•Identify the most active contributors.• Develop conversations and offer them help. vizred.com
  29. 29. Results In Less Than A Year: •100,000 increase in visitors to the forum. •100,000 decrease in customer service phone calls. •100,000 decrease in calls led to savings of millions of Euros. •Capacity to pay attention to the competitor errors led to implementing new offers.Source:http://groundswelldiscussion.com/groundswell/awards2010/detail.php?id=474 vizred.com
  30. 30. vizred.com
  31. 31. http://www.orange.com/en_EN/ vizred.com
  32. 32. http://www.facebook.com/orange vizred.com
  33. 33. vizred.com
  34. 34. vizred.com
  35. 35. http://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all-our-passions/ vizred.com
  36. 36. http://twitter.com/#!/orange/status/94667497428631552/ vizred.com
  37. 37. Case Study SAP Communityhttp://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all-our-passions/ vizred.com
  38. 38. http://www.sdn.sap.com/irj/scn vizred.com
  39. 39. http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549 vizred.com
  40. 40. http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549 vizred.com
  41. 41. http://www.youtube.com/user/sapbloggerscorner#p/a/f/0/3zHrCZn0uFg vizred.com
  42. 42. Case StudyQuickbooks vizred.com
  43. 43. Quickbooks Communityhttp://community.intuit.com/quickbooks vizred.com
  44. 44. •Established Quickbooks as a resourcefor small businesses.• 3 million visitors per year.•50% annual growth rate.•Reduction of costs & telephone costsby 90%.•Indirectly generated sales.http://community.intuit.com/quickbooks vizred.com
  45. 45. Creative Examples In Social Mediahttp://www.youtube.com/intel vizred.com
  46. 46. http://www.youtube.com/intel vizred.com
  47. 47. http://www.intel.com/museumofme/l/index.htm vizred.com
  48. 48. http://www.westernunionworld.com/yourworld/ vizred.com
  49. 49. Connect With Influentials In Social Media vizred.com
  50. 50. Hashtag #GOAPhttp://geeksonaplane.com/destinations/south-america/ vizred.com
  51. 51. http://www.hightechdad.com/ vizred.com
  52. 52. http://twitter.com/#!/rnormand/Source: http://blog.500startups.com/2011/06/15/top-tech-connectors-in-brazil-the-goap-organizers/ vizred.com
  53. 53. Community Manager•Identify potential clients•Identify influencers•Create content for members of thecommunity•Interaction with the community•Brand monitoring•Reputation monitoring•Observe changes and advice from thecommunity vizred.com
  54. 54. Toolsvizred.com
  55. 55. Internal Obstacles To Implement A Social Media StrategyFuente: http://www.btobonline.com/assets/pdf/CT69753512.PDF vizred.com
  56. 56. https://www.ecairn.com/home vizred.com
  57. 57. Utilized By Adobe vizred.com
  58. 58. vizred.com
  59. 59. http://twapperkeeper.com/allnotebooks.php vizred.com
  60. 60. http://www.viralheat.com/social_trends/profile/14307/Sony vizred.com
  61. 61. http://wiki.kenburbary.com/ vizred.com
  62. 62. Benefits• Opportunity to learn from the community: Which services the consumer wants so the brand can create it and offer it to them.• Have a pulse of the market: What are the current trends.• Receive free information directly from the consumer instead of investing in focus groups and research.• Be known in Social Media as a trusted brand. vizred.com
  63. 63. Why Is It Effective?Personal reference: An honest conversation in social mediaabout your brand is more effective than buying publicity.Establish relationships in the market: Forming your businessbased on the needs of the clients keeps them loyal and happy.Social proof: When other people see positive buzz about a brandin Social Media, it automatically creates trust and the desire todo business with the brand. vizred.com
  64. 64. For more information: 305-710-1311 Blanca Stella MejiaSocial/Mobile Consultant blanca@vizred.com Lee Hodson Web Developerleehodson@vizred.com vizred.com
  65. 65. SERVICESSOCIAL MEDIA MARKETINGMOBILE MARKETING Vizred is focused onLOCAL SEARCH MARKETING delivering onlineSOCIAL WEBSITES, MEMBER WEBSITES digital solutions toE-COMMERCE WEBSITES the small to mid-SOCIAL NETWORK WEBSITES sized businesses.INTERNET MARKETINGREPUTATION MANAGEMENTSEO

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