Social Media in B2BUlf Schmidt

ADC Young Masters Seminar„Social Media & Social Content“

Berlin, 6.12.2013

Dr. Ulf Schmidtulf.w.schmidt@freenet.de

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