Social Media in B2BUlf Schmidt
ADC Young Masters Seminar„Social Media & Social Content“
Berlin, 6.12.2013
Dr. Ulf [email protected]
Social Media StrategieObjectiveWas soll erreicht werden?
PeopleWer soll erreicht werden?Was wünscht die Zielgruppe, was kann und muss ihnen geboten
werden?
StrategyWo befindet sich die Zielgruppe?Welche „Medien“ und Plattformen werden verwendet?Welche Content-Formate werden benötigt?Wie wird die Zielerreichung gemessen?Welche Assets und Ressourcen werden benötigt
Social ContentKonzeption und Kreation von Inhalten und Bereitstellung von
Plattformen.Vernetzungskonzept
EngagementWelche Informations-/Serviceprozesse sind nötig?Welche Stakeholder sind involviert?Wer übernimmt in welchem Umfang Moderation?
Measure +Re-AdjustWerden die Ziele erreicht?Was kann/muss on the fly geändert werden?
http://de.slideshare.net/JonathanWich/maersk-line-unlocking-the-full-potential-of-social-media-presentation-from-smw-in-copenhagen-on-18-feb-2013
http://new.livestream.com/accounts/2478622/events/1885537
http://www.business2community.com/b2b-marketing/b2b-case-study-maersk-gets-social-media-right-0442328
MAERSK
• Setzt auf Produkt-/Leistungs-„Stories“• Innovation und Meinungsführerschaft im
Vordergrund• Klare Zielgruppen- und Plattformstrategie• Verknüpfung mit Customer Service und Sales• Erreicht breite Zielgruppen über emotionale,
eindrucksvolle Bilder-und Video-Contents
© 2011 IBM Corporation2222
Transform the Business
Build a new management discipline combining
brand, culture, ecosystem experts
Create Constituencies
Target key conversations toward selected topics of
interest to engage “forward-thinkers” and
proactively create constituencies
Achieve Eminence
Support the development of experts and enable
visibility of our ecosystem of experts
Leverage the digital “Global Commons” to propel our business forward, create new markets, and demonstrate IBM’s uniqueness
Does it look, sound, think, perform like IBM?
The IBMer is the face of IBM!
IBM uses social media marketing to:
http://de.slideshare.net/TiffanyWinman/ibm-social-media-marketing-12330030
© 2011 IBM Corporation23
Read more about this journey
As the largest consumer of social technologies, IBM is a role model and case study for the transformation into a social business, on all fronts - technology, policy and practice.
For 15 years, IBM has used social software to foster collaboration among 400,000 geographically-dispersed employees
Some examples of IBM’s internal social media footprint today include:
• 17,000 individual blogs• 1 million daily page views of internal wikis, internal information storing websites• 400,000 employee profiles on IBM Connections, IBM's initial social networking initiative
that allows employees to share status updates, collaborate on wikis, blogs and activity, share files.
• 15,000,000 downloads of employee-generated videos/podcasts• 20 million minutes of LotusLive meetings every month with people both inside and
outside the organization• More than 400k Sametime instant messaging users, resulting in 40-50 million instant
messages per day Some examples of IBM's external social media footprint today include:
• Over 25,000 IBMers actively tweeting on Twitter and counting• Over 300,00 IBMers on Linkedin• Approx. 198,000 IBMers on Facebook
IBM has a robust Social Business journey
© 2011 IBM Corporation2424
GAIN- Insights for market strategy, messages, innovation, and offerings
INCREASEIBM-related conversations within social media spaces
- Our messaging themes and values- Sentiment, preference, advocacy of IBM- Engagement with our experts, offerings, assets
BUILDAdvocacy and relationship-led influence to reach into the Market
- Grow IBM SME eminence- Reward IBM advocates
-Increase collaboration in online IBM networks- Sustain and deepen networks formed
EMPOWERWorldwide and geo-led social media strategies through guidance, training, and tools
Key IBM social media goals….
© 2011 IBM Corporation25
offers, communities and experts
engagement
Proof points(expert)
engagement
Integrate social conversationsinto IBM Web presence
© 2011 IBM Corporation26
http://ibm.com/social/aggregator/software http://ibm.com/blogs/software
Social media aggregator Customized blog design on Lotus software
Create, aggregate, and syndicate social content
© 2011 IBM Corporation2727
Make IBM experts and advocates visible and reachable
IBM
• Setzt auf Mitarbeiter-Expertise• Agiert dezentral, „kleinteilig“, dadurch thematisch
an jedem Touchpoint sehr spitz• Hat sich klare Ziele gesetzt• Sozialisiert und dialogisiert die Online-
Kommunikation vor allem auf eigenen Kanälen
HERANGEHENSWEISESTRATEGIEENTWICKLUNG
Beispielcase
Das Standbein und die Spielbeine Das Social Media Ecosystem
= User-Flow= Content-Distribution
Corporate YouTube Channel
+ User-Dialog
Corporate FB Page
+ Facebook-Contents
+ User-Dialog
Corporate Profile LinkedIn, XING, G+
+ eigene Contents+ User-Dialog
Corporate Twitter+ eigene Contents+ User-Dialog
Blog auf Webseite
Viral-EffektViral-Effekt Follower Fans
Content wird auf alle Kanäle distribuiert, User werden zur Webseite geführt
Experten Endanwender