Social Media Case Studies B2B Technology Companies
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This is the English translation for a presentation we did at a multinational software company. It includes several case studies how companies are creating content to share in Social Media.
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Social Media Case Studies B2B Technology Companies
- 1. Corporate Communications In Social Media Case Studies In Technology Companies vizred.com
- 2. Create A Culture Based on Community Create an image that gives confidence and trust Cultivate genuine relationships Listen, offer help and create conversation Give with sincerity and generosity Offer to connect people to other people vizred.com
- 3. Objectives •Brand awareness •Create community •Customer service •Share knowledge •Reputation management •Create trust •Visibility in the Search Engines •Obtain website traffic via social media vizred.com
- 4. Integrating Social Media In A Company Objectives Social Culture Change Listen Media Strategy vizred.com
- 5. Twitter- Linked In- Buzz, Microblogging, What are they saying Contacts, Conversations, about your brand Groups Social Media Marketing Blog- Facebook- Articles & Information, Promote events, Brand Search Engine awareness Optimization (SEO) vizred.com
- 6. Process To Engage & Participate In Social Media Plan Listen Create Analyze Share vizred.com
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- 8. “Social Objects” • Photos on Flickr • Videos on You Tube • Events (Twitvite, Facebook, Plancast) • Bookmarks on Delicious • Documents on Scribd • Powerpoints, PDF’s on Slideshare • Comments on blogs • Check-ins on Foursquare Source for term “Social Objects”: Brian Solis vizred.com
- 9. SMO + SEO = Amplification In Traditional Web & In Social Media • SMO = Social Media Optimization Distribution of social objects and be able to be found in the search engines and social media. • SEO = Search Engine Optimization Search engine rankings and positioning. vizred.com
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- 13. Corporate Blogs vizred.com
- 14. Corporate Blog Strategy •Informative articles and benefits about your brand •News updates to new subscribers or members. •Press page •Training videos •Industry articles •Articles with questions to the community, statistics, market trends, world news, etc. vizred.com
- 15. http://www.ibm.com/blogs/zz/en/index.html vizred.com
- 16. IBM Social Media Strategy: •Decentralized •Involve the employees in planning social media •Employees write the initiatives to feel empowered • Give them the tools (i.e. technical platform) •Utilize “Crowd Sourcing” http://www.ibm.com/blogs/zz/en/index.html vizred.com
- 17. Internal Social Media for IBM Employees: Social Blue http://www.research.ibm.com/social/projects_socialblue.ht ml vizred.com
- 19. Connecting With The Decision Makers In Technology Services vizred.com
- 20. •4.25 hours – Average time per week reading technology content. •Colleagues are the primary source in the buying process. •83% have at least one Social Media account. •White papers are the first resource used to be up to date with the new technologies. •46% receive their information via social media specialized in B2B. Statistics from idgenterprise.com vizred.com
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- 22. Source: http://blogs.forrester.com/kim_celestre/11-07-20- its_time_for_tech_marketers_to_go_big_with_b2b_social_media_strategies vizred.com
- 23. Case Study Eloqua “Steal Our Content” vizred.com
- 24. Infographic Eloqua vizred.com
- 26. Results In the First Month •12,000 new visitors to the Eloqua blog(blog was ranked on top B2B blog for two months.) •35,000 downloads/views. •2,600 tweets. •56 comments on other blogs. •11 comments/tweets on AdAge Power150. •Praise from Scott Monty (Ford), Jeffrey Hayzlett (celebrity CMO), Jennifer Aaker (Stanford), David Armano (Edelman), et al. •43% increase in traffic to the blog. •21% increase in “demo views” ( the best indicator in the buying process.) •12% increase to Eloqua.com website. •14% decrease in bounce rate to website. Source: http://groundswelldiscussion.com/groundswell/awards2010/detail.php?id=462 vizred.com
- 27. Case Study Orange A European Multinational Company In Telecommunications vizred.com
- 28. Utilize a Monitoring Tool To Listen To Conversations (Synthesio) •Identify influential forums. •Listen to conversations. •Analyze comments on forums. •Pass on the information to web consultants. specialized in customer service and participation in social media. •Identify the most active contributors. • Develop conversations and offer them help. vizred.com
- 29. Results In Less Than A Year: •100,000 increase in visitors to the forum. •100,000 decrease in customer service phone calls. •100,000 decrease in calls led to savings of millions of Euros. •Capacity to pay attention to the competitor errors led to implementing new offers. Source: http://groundswelldiscussion.com/groundswell/awards2010/detail.php?id=474 vizred.com
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- 31. http://www.orange.com/en_EN/ vizred.com
- 32. http://www.facebook.com/orange vizred.com
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- 36. http://twitter.com/#!/orange/status/94667497428631552/ vizred.com
- 37. Case Study SAP Community http://live.orange.com/welcome-to-live-orange-blog-the-blog-for-all- our-passions/ vizred.com
- 38. http://www.sdn.sap.com/irj/scn vizred.com
- 39. http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549 vizred.com
- 40. http://www.sdn.sap.com/irj/scn/weblogs?blog=/pub/wlg/25549 vizred.com
- 42. Case Study Quickbooks vizred.com
- 43. Quickbooks Community http://community.intuit.com/quickbooks vizred.com
- 44. •Established Quickbooks as a resource for small businesses. • 3 million visitors per year. •50% annual growth rate. •Reduction of costs & telephone costs by 90%. •Indirectly generated sales. http://community.intuit.com/quickbooks vizred.com
- 45. Creative Examples In Social Media http://www.youtube.com/intel vizred.com
- 46. http://www.youtube.com/intel vizred.com
- 47. http://www.intel.com/museumofme/l/index.htm vizred.com
- 48. http://www.westernunionworld.com/yourworld/ vizred.com
- 49. Connect With Influentials In Social Media vizred.com
- 51. http://www.hightechdad.com/ vizred.com
- 52. http://twitter.com/#!/rnormand/ Source: http://blog.500startups.com/2011/06/15/top-tech-connectors-in-brazil-the-goap- organizers/ vizred.com
- 53. Community Manager •Identify potential clients •Identify influencers •Create content for members of the community •Interaction with the community •Brand monitoring •Reputation monitoring •Observe changes and advice from the community vizred.com
- 54. Tools vizred.com
- 55. Internal Obstacles To Implement A Social Media Strategy Fuente: http://www.btobonline.com/assets/pdf/CT69753512.PDF vizred.com
- 56. https://www.ecairn.com/home vizred.com
- 57. Utilized By Adobe vizred.com
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- 59. http://twapperkeeper.com/allnotebooks.php vizred.com
- 60. http://www.viralheat.com/social_trends/profile/14307/S ony vizred.com
- 61. http://wiki.kenburbary.com/ vizred.com
- 62. Benefits • Opportunity to learn from the community: Which services the consumer wants so the brand can create it and offer it to them. • Have a pulse of the market: What are the current trends. • Receive free information directly from the consumer instead of investing in focus groups and research. • Be known in Social Media as a trusted brand. vizred.com
- 63. Why Is It Effective? Personal reference: An honest conversation in social media about your brand is more effective than buying publicity. Establish relationships in the market: Forming your business based on the needs of the clients keeps them loyal and happy. Social proof: When other people see positive buzz about a brand in Social Media, it automatically creates trust and the desire to do business with the brand. vizred.com
- 64. For more information: 305-710-1311 Blanca Stella Mejia Social/Mobile Consultant blanca@vizred.com Lee Hodson Web Developer leehodson@vizred.com vizred.com
- 65. SERVICES SOCIAL MEDIA MARKETING MOBILE MARKETING Vizred is focused on LOCAL SEARCH MARKETING delivering online SOCIAL WEBSITES, MEMBER WEBSITES digital solutions to E-COMMERCE WEBSITES the small to mid- SOCIAL NETWORK WEBSITES sized businesses. INTERNET MARKETING REPUTATION MANAGEMENT SEO