Enterprise Social Media…The Next Trend in B2B Social Media Marketing is often one of the first functions within an enterprise to adopt social media. Customer service/technical support and HR usually follow in the B2B enterprise. With so many functional areas tapping into social media, how will the organization ensure that all functions follow social media good practice, support the integrity of the corporate brand, and gain the productivity advantages of enterprise social media? Some enterprises are establishing a social media center of excellence that leverages the social media experience and expertise of colleagues to enable the enterprise to benefit from social media in terms of accelerated innovation, effective knowledge sharing, and greater productivity. What B2B Marcom can offer the social media center of excellence? Enterprise social media can increase a company's agility and help provide a competitive advantage. Driving more effective collaboration, greater transparency/fewer silos and innovation are just a few goals of a social enterprise. Often, large companies have the social media tools, but lack an overarching strategy for how to use the tools effectively. This is where marketing communications can help. After all, one of the goals of marketing communications is to boost leads by creating compelling content that drives visitors to websites and engages them in social channels and throughout the buying cycle. Large businesses have similar needs relative to their colleagues, particularly in globally distributed enterprises. For example, how does a center function "sell" their services to field or satellite facilities, especially if the facilities aren't aware of the services? How can colleagues locate subject matter experts? This presentation covers some of the basics and includes an opportunity to download a free 9-page white paper that include additional information and enterprise social media references.

1. Enterprise Social Media…
The Next Trend in B2B Social Media
J. Damico Marketing Communications
www.jdamico.net
Copyright © 2013, J. Damico Marketing Communications

2. 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

3. What are enterprises trying to achieve?
• Enterprise Social
Media can…
– Better leverage
knowledge
– Accelerate
Innovation
– Increase
productivity
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4. What B2B Marcom Offers Enterprise Social Media
• Vision
• Leadership
• Tactical
Competence
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5. 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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6. 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
Copyright © 2013, J. Damico Marketing Communications

7. Learnings from B2B Marcom…
• It all boils down to
SEO
– Create pull
– Find expertise
• Get what you
want, when and
where you need it.
If it sounds like marketing… that’s because it is!
Copyright © 2013, J. Damico Marketing Communications

8. 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?
Copyright © 2013, J. Damico Marketing Communications

9. 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, objecti
ves?
• Influence behavioral
changes that impact
results
Copyright © 2013, J. Damico Marketing Communications

10. 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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11. Integrate Social Tools Effectively
• Integrate social tools with:
– Email
– Online communities
– Face-to-face events
– Webinars
– Websites
Why?...
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12. Improve Communications Effectiveness…
• Cut through clutter
• Encourage
dialogue
• Promote inclusion
• Initiate innovation
Copyright © 2013, J. Damico Marketing Communications

13. Integration Example: HR Announcement
• New healthcare Post to
activity
packages available stream
Comment
in
Email
commun-
• Objective: ities
– Elicit action
SMS
Posters (mobile)
Sign message
up!
Lunch- Intranet
room tent site
cards banner
Employee HR site
event (details)
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14. Integration Example: Technical Challenge
• Capitalize on Start
supply shortage community
discussion
• Objective:
SMS (mobile)
Email
– Utilize excess message
manufacturing
capacity Deliver!
– Drive colleagues to
community Video
Announce in
activity
conference
discussion stream
Applicable
intranet site
announce-
ment
Copyright © 2013, J. Damico Marketing Communications

15. What’s the point?
• Transparency
• Findable information
• Reduce / eliminate silos
• Knowledge transfer
• Knowledge share
• Increase productivity
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16. Social Media Do’s & Don’ts
• Do… • Don’t
– Establish goals – Focus on tools
– Focus on business – Expect the
results organization to “get
– Gain leadership it” at first
support – Underestimate the
– Train colleagues cultural change
– Produce relevant
content
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17. Formula for Enterprise Social Media Success
Clearly Leader- Social Relevant
defined ship media quality SUCCESS
goals support training content
Copyright © 2013, J. Damico Marketing Communications

18. Metrics
• Did you achieve • Indicators
your goal? – Participation /
• Did innovation membership
result? – Number of
discussions /
• Was a problem comments
solved quickly? – Number of “likes”
– Quality of
discussion
– Site visits
– Time spent on a
given site / page
Copyright © 2013, J. Damico Marketing Communications

19. 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

20. Learn more…
• Download a 9-page white paper,
Enterprise Social Media: The Next Trend in
B2B Social Media
Copyright © 2013, J. Damico Marketing Communications

21. Thank you…
joan[at]jdamico.net
@copywriter4u
Copyright © 2006, J. Damico Marketing Communications