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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.
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Corporate Communications In Social Media Case Studies In
Technology Companies
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Create an image that gives confidence and trust
Cultivate genuine relationships
Listen, offer help and create conversation
Give with sincerity and generosity
Offer to connect people to other people
Create A Culture Based on Community
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Objectives
•Brand awareness •Create community •Customer service •Share knowledge •Reputation management •Create trust •Visibility in the Search Engines •Obtain website traffic via social media
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Listen
Objectives
Social Media
Strategy
Culture Change
Integrating Social Media In A Company
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Twitter-
Buzz, Microblogging, What are they saying
about your brand
Linked In-
Contacts, Conversations, Groups
Blog-
Articles & Information, Search Engine
Optimization (SEO)
Facebook-
Promote events, Brand awareness
Social Media Marketing
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Plan
Create
Share Analyze
Listen
Process To Engage & Participate In Social Media
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“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
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SMO + SEO = Amplification In Traditional 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.
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Source: http://www.btobonline.com/special/socialmedia_sample.pdf
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http://www.socialmediaexaminer.com/SocialMediaMarket
ingReport2011.pdf
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Corporate Blogs
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Corporate Blog Strategy
•Informative articles and benefits about your
brand
•News updates to new subscribers or
members.
•Press page
•Training videos
•Industry articles
•Articles with questions to the community,
statistics, market trends, world news, etc.
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http://www.ibm.com/blogs/zz/en/index.html
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”
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http://www.research.ibm.com/social/projects_socialblue.ht
ml
Internal Social Media for IBM Employees: Social Blue
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http://www-947.ibm.com/support/entry/portal/Forums_communities
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Connecting With The Decision Makers
In Technology Services
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•4.25 hours – Average time per week reading technology content. •Colleagues are the primary source in the buying process. •83% have at least one Social Media account. •White papers are the first resource used to be up to date with the new technologies. •46% receive their information via social media specialized in B2B.
Statistics from idgenterprise.com
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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_strategies
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Case Study Eloqua
“Steal Our Content”
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Infographic Eloqua
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http://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_Public.pdf
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•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.
Results In the First Month
Source: http://groundswelldiscussion.com/groundswell/awards2010/detail.php?id=462
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Case Study Orange
A European Multinational Company In Telecommunications
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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 in social media. •Identify the most active contributors. • Develop conversations and offer them help.
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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
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http://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all-
our-passions/
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http://twitter.com/#!/orange/status/94667497428631552/
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http://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all-
our-passions/
Case Study SAP Community
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http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549
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http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549
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http://www.youtube.com/user/sapbloggerscorner#p/a/f/0/3zHrCZn0uF
g
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Case Study Quickbooks
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Quickbooks Community
http://community.intuit.com/quickbooks
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•Established Quickbooks as a resource for small businesses. • 3 million visitors per year. •50% annual growth rate. •Reduction of costs & telephone costs by 90%. •Indirectly generated sales.
http://community.intuit.com/quickbooks
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http://www.youtube.com/intel
Creative Examples In Social Media
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http://www.youtube.com/intel
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Connect With Influentials In Social Media
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http://geeksonaplane.com/destinations/south-america/
Hashtag #GOAP
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http://twitter.com/#!/rnormand/
Source: http://blog.500startups.com/2011/06/15/top-tech-connectors-in-brazil-the-goap-
organizers/
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Community Manager
•Identify potential clients
•Identify influencers
•Create content for members of the
community
•Interaction with the community
•Brand monitoring
•Reputation monitoring
•Observe changes and advice from the
community
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Tools
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Internal Obstacles To Implement A Social Media Strategy
Fuente: http://www.btobonline.com/assets/pdf/CT69753512.PDF
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Utilized By Adobe
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http://www.viralheat.com/social_trends/profile/14307/S
ony
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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.
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Why Is It Effective?
Personal reference: An honest conversation in social media about your brand is more effective than buying publicity. Establish relationships in the market: Forming your business based on the needs of the clients keeps them loyal and happy. Social proof: When other people see positive buzz about a brand in Social Media, it automatically creates trust and the desire to do business with the brand.
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For more information: 305-710-1311
Blanca Stella Mejia Social/Mobile Consultant
Lee Hodson Web Developer
SERVICES
SOCIAL MEDIA MARKETING
MOBILE MARKETING
LOCAL SEARCH MARKETING
SOCIAL WEBSITES, MEMBER WEBSITES
E-COMMERCE WEBSITES
SOCIAL NETWORK WEBSITES
INTERNET MARKETING
REPUTATION MANAGEMENT
SEO
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