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8/8/2019 Making the Connection: Best Practice in B2B Social Media Marketing
http://slidepdf.com/reader/full/making-the-connection-best-practice-in-b2b-social-media-marketing 1/30
Making the connection
November 2010
A different way of thinking about social media
and how it links to business objectives.
8/8/2019 Making the Connection: Best Practice in B2B Social Media Marketing
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Social media is on the map.
Businesses and governments are using it. Successfully.
But how does it work in business to business, for your business?
Making the Connection Page 2
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Page 3Making the Connection
Framework for Engaging in Corporate Social Media
Source: Omobono Ltd., 2010
3C’s
THE
Content Yours, mine & ours
Curation
+
creation
Collaborative
+
collective
Communitybuilding
+
story
sharing
ConversationNot control
ConnectionsRelationships drive your business.
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B2B Best Practice
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Page 5Making the Connection
Cisco (IT services)Consistent branding across engaging content in relevant spaces to
specific audiences; all of which tie together, where appropriate.
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Page 6Making the Connection
Cisco (IT services)Active and consistent presence in mainstream social networks to driving
traffic to custom, branded networks.
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Page 7
McKinsey Quarterly (Professional Services)Repurposing content across spaces to establish ‘leadership’ position in market
to audiences in digital spaces they are most comfortable.
Making the Connection
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Page 8
McKinsey Quarterly (Professional Services)Using established platforms to drive audience to central corporate website and blogs.
Making the Connection
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Page 9Making the Connection
Kinaxis (Supply Chain Management)Using interesting, relevant and (gasp!) humorous content to create an active
community within an industry typically perceived to be ‘dry’ and incongruous with
engaging digital content . What does supply chain management have to do with
‘Casino’? Just ask Kevin Pollak!
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Page 10Making the Connection
Kinaxis (Supply Chain Management)Expert content and industry conversations (among partners, competitors, customers
and prospects) hosted within branded custom network, driving traffic between
corporate blog, website and bespoke network.
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Page 11Making the Connection
Accenture Management Consulting
(Professional Services)Engaging users from mainstream networks in active recruitment campaigns.Specifically, using LinkedIn as a point of contact by curating current employee profiles
to develop a network of high-quality recruitment referrals.
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Page 12Making the Connection
Accenture Management Consulting
(Professional Services)Connecting recruitment prospects with employees across and withina network of digital spaces.
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B2B Best PracticeIndustry opportunity:
financial services
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Page 14Making the Connection
B2C: First Direct Building community of customers
because they are customers. Using transparent
dialogue to encourage brand camaraderie and loyalty.
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Page 15Making the Connection
B2C: First Direct Curating brand’s social activity to create coherence
and drive traffic to and from each space.
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Page 16Making the Connection
B2C: BarclaycardUsing content appropriate for both audience
and platform. Curating and repurposingrelvant on- and offline content.
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Page 17Making the Connection
B2C: BarclaycardConsistent brand and content presence
across different social spaces, enabling a richbrand experience for users across platforms
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Page 18Making the Connection
B2B: IFA LifeUsing social media within a highly regulated (and innately cautious) industry.
Encouraging engagement from across social spaces using ‘expert’ content to establish
as a leader in the industry. Specifically, using Twitter –an often overlooked platform in
this industry.
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Page 19Making the Connection
B2B: IFA LifeRepurposing content and conversations from main branded community and
mainstream social networks.
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Page 20Making the Connection
B2B: HSBC Business Network Bespoke social network; building a community for business owners, customers or not.
Creating and collating expert content to build story sharing community.
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Page 22Making the Connection
B2B: LV=Customer and business facing social activity, providing
content in relevant mainstream spaces as well as creating a
bespoke community for content sharing in a branded space.
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Page 23Making the Connection
B2B: LV=Forming a cohesive digital presence with interconnected
platforms and content.
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So what is best practicefor corporate social media?
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Pick a purpose.
Build relationshipsCommunity sharing
Improve recruitment
Reputation management
Increase profile
Curate knowledge
Thought leadership
Page 25Making the Connection
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Page 26
Social media is more than meets the eye.
Think outside the box.
Making the Connection
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Page 27
External Suppliers
Internal Customers
The
Purpose
Making the Connection
Social media mapping,based on Omobono’s Enterprise Relationship Management process
Source: Omobono Ltd., 2010
k h
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Page 28Making the Connection
Follow a framework
Source: Omobono Ltd., 2010
3C’s
THE
Content Yours, mine & ours
Curation+
creation
Collaborative
+
collective
Communitybuilding
+
story
sharing
ConversationNot control
ConnectionsRelationships drive your business.
P 29M ki h C i
8/8/2019 Making the Connection: Best Practice in B2B Social Media Marketing
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Most importantly, best practice is…
Social media for a purpose,
rather than
for social media’s sake
Page 29Making the Connection
Make it work for you (not the other way around).
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Thank you
©2010 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and
creative concepts developed and contained in this document remain the intellectual property of
Omobono Ltd until such time as they are procured by a third party.
Anyone viewing this document may not use, adapt or modify the contents without our prior consent.
Omobono Ltd.
St Giles Hall
Pound Hill
CambridgeCB3 0AE UK
T +44 (0)1223 307000
F +44 (0)1223 365167
www omobono com
To discuss how Omobono can help build your brand with social media,contact [email protected]