Presentation for Art Directors Club Germany Seminar "ADC Young Masters Social Media & Social Content" concentrating on Best Practies by Maersk and IBM with an additional Social Media Ecosystem Blueprint example.

1. Social Media in B2B
Ulf Schmidt
ADC Young Masters Seminar
„Social Media & Social Content“
Berlin, 6.12.2013
Dr. Ulf Schmidt
ulf.w.schmidt@freenet.de

2. Social Media Strategie
Objective
Was soll erreicht werden?
People
Wer soll erreicht werden?
Was wünscht die Zielgruppe, was kann und muss ihnen geboten werden?
Strategy
Wo 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 Content
Konzeption und Kreation von Inhalten und Bereitstellung von Plattformen.
Vernetzungskonzept
Engagement
Welche Informations-/Serviceprozesse sind nötig?
Welche Stakeholder sind involviert?
Wer übernimmt in welchem Umfang Moderation?
Measure +Re-Adjust
Werden die Ziele erreicht?
Was kann/muss on the fly geändert werden?

8. http://de.slideshare.net/JonathanWich/maersk-line-unlocking-the-full-potential-of-socialmedia-presentation-from-smw-in-copenhagen-on-18-feb-2013

14. http://new.livestream.com/accounts/2478622/events/1885537

15. http://www.business2community.com/b2b-marketing/b2b-case-study-maerskgets-social-media-right-0442328

16. MAERSK
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•
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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

22. IBM uses social media marketing to:
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!
Create
Constituencies
Transform the
Business
Build a new management
discipline combining
brand, culture, ecosystem
experts
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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
© 2011 IBM Corporation
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http://de.slideshare.net/TiffanyWinman/ibm-social-media-marketing-12330030

23. IBM has a robust Social Business 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 geographicallydispersed 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
Read more about this journey
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© 2011 IBM Corporation

24. Key IBM social media goals….
GAIN
- Insights for market strategy, messages, innovation, and
offerings
INCREASE
IBM-related conversations within social media spaces
- Our messaging themes and values
- Sentiment, preference, advocacy of IBM
- Engagement with our experts, offerings, assets
BUILD
Advocacy 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
EMPOWER
Worldwide and geo-led social media strategies through
guidance, training, and tools
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© 2011 IBM Corporation

25. Integrate social conversations
into IBM Web presence
engagement
Proof points
(expert)
engagement
offers, communities
and experts
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© 2011 IBM Corporation

26. Create, aggregate, and syndicate social content
Social media aggregator
http://ibm.com/social/aggregator/software
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Customized blog design on Lotus software
http://ibm.com/blogs/software
© 2011 IBM Corporation

27. Make IBM experts and advocates visible and reachable
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© 2011 IBM Corporation

28. 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

29. HERANGEHENSWEISE
STRATEGIEENTWICKLUNG
Beispielcase

30. Das Standbein und die Spielbeine
Das Social Media Ecosystem
Content wird auf alle Kanäle distribuiert, User werden zur Webseite geführt
= Content-Distribution
= User-Flow
Corporate YouTube
Channel
+ User-Dialog
Corporate Profile
LinkedIn, XING, G+
+ eigene Contents
+ User-Dialog
Viral-Effekt
Blog auf Webseite
Follower
Corporate Twitter
+ eigene Contents
+ User-Dialog
Experten
Corporate FB
Page
+ FacebookContents
+ User-Dialog
Endanwender
Fans
Viral-Effekt