making the connection: best practice in b2b social media marketing

8/8/2019 Making the Connection: Best Practice in B2B Social Media Marketing

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Making the connection

November 2010

A different way of thinking about social media

and how it links to business objectives.



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




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.



B2B Best Practice




Cisco (IT services)Consistent branding across engaging content in relevant spaces to

specific audiences; all of which tie together, where appropriate.




Cisco (IT services)Active and consistent presence in mainstream social networks to driving

traffic to custom, branded networks.



McKinsey Quarterly (Professional Services)Repurposing content across spaces to establish ‘leadership’ position in market

to audiences in digital spaces they are most comfortable.




McKinsey Quarterly (Professional Services)Using established platforms to drive audience to central corporate website and blogs.





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!




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.




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.




Accenture Management Consulting

(Professional Services)Connecting recruitment prospects with employees across and withina network of digital spaces.



B2B Best PracticeIndustry opportunity:

financial services




B2C: First Direct Building community of customers

because they are customers. Using transparent

dialogue to encourage brand camaraderie and loyalty.




B2C: First Direct Curating brand’s social activity to create coherence

and drive traffic to and from each space.




B2C: BarclaycardUsing content appropriate for both audience

and platform. Curating and repurposingrelvant on- and offline content.




B2C: BarclaycardConsistent brand and content presence

across different social spaces, enabling a richbrand experience for users across platforms




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.




B2B: IFA LifeRepurposing content and conversations from main branded community and

mainstream social networks.




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.




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.




B2B: LV=Forming a cohesive digital presence with interconnected

platforms and content.



So what is best practicefor corporate social media?



Pick a purpose.

Build relationshipsCommunity sharing

Improve recruitment

Reputation management

Increase profile

Curate knowledge

Thought leadership




Social media is more than meets the eye.

Think outside the box.




External Suppliers

Internal Customers

The

Purpose


Social media mapping,based on Omobono’s Enterprise Relationship Management process


k h




Follow a framework


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



Most importantly, best practice is…

Social media for a purpose,

rather than

for social media’s sake


Make it work for you (not the other way around).



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]

making the connection: best practice in b2b social media marketing

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