Copyright © 2013, J. Damico Marketing Communications
Enterprise Social Media…The Next Trend in B2B Social Media
J. Damico Marketing Communicationswww.jdamico.net
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• Metrics
Copyright © 2013, J. Damico Marketing Communications
What are enterprises trying to achieve?
• Enterprise Social Media can…– Better leverage
knowledge– Accelerate
Innovation– Increase
productivity
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What B2B Marcom Offers Enterprise Social Media
• Vision • Leadership• Tactical
Competence
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Why B2B Marcom?
• B2B marcom can help the enterprise avoid common social media mistakes – We’ve already
made them!
• As a result…
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B2B Marcom Helps Speed Adoption
• Gain leadership buy in / support
• Establish goals and objectives– Metrics matter
• Train colleagues– What to do– What NOT to do
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Learnings from B2B Marcom…
• It all boils down to SEO– Create pull– Find expertise
• Get what you want, when and where you need it.
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If it sounds like marketing… that’s because it is!
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?
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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, objectives?
• Influence behavioral changes that impact results
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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 messages
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Integrate Social Tools Effectively
• Integrate social tools with:– Email– Online communities– Face-to-face events– Webinars– Websites
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Why?...
Improve Communications Effectiveness…
• Cut through clutter• Encourage dialogue• Promote inclusion• Initiate innovation
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Sign up!
Post to activity stream
Comment in commun-ities
SMS (mobile) message
Intranet site banner
HR site (details)
Employee event
Lunch-room tent cards
Posters
Integration Example: HR Announcement
• New healthcare packages available
• Objective:– Elicit action
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Deliver!
Start community discussion
SMS (mobile) message
Announce in activity stream
Applicable intranet site announce-
ment
Video conference
Integration Example: Technical Challenge
• Capitalize on supply shortage
• Objective:– Utilize excess
manufacturing capacity
– Drive colleagues to community discussion
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What’s the point?
• Transparency• Findable information• Reduce / eliminate silos• Knowledge transfer• Knowledge share• Increase productivity
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Social Media Do’s & Don’ts
• Do…– Establish goals– Focus on business
results– Gain leadership
support– Train colleagues– Produce relevant
content
• Don’t– Focus on tools– Expect the
organization to “get it” at first
– Underestimate the cultural change
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Formula for Enterprise Social Media Success
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Clearly defined goals
Leader-ship support
Social media training
Relevant quality content
SUCCESS
Metrics
• Did you achieve your goal?
• Did innovation result?
• Was a problem solved quickly?
• Indicators– Participation /
membership– Number of
discussions / comments
– Number of “likes”– Quality of
discussion– Site visits– Time spent on a
given site / page
Copyright © 2013, J. Damico Marketing Communications
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
Learn more…
• Download a 9-page white paper, Enterprise Social Media: The Next Trend in B2B Social Media
Copyright © 2013, J. Damico Marketing Communications
Copyright © 2006, J. Damico Marketing Communications
Thank you…joan[at]jdamico.net
@copywriter4u