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Posted by on Mar 16, 2012 in Social Business, Social Media | 0 comments

SocialMedia in the Underground World of B2B

SocialMedia in the Underground World of B2B

I just returned from SXSW Interactive, it was my first experience attending this event and I was thrilled be a part of it. If you’ve heard from others that it has to be experienced to be understood, it’s true – I’ve never seen anything like it. There was an incredible vibe from the massive amount of high energy innovators who are all on a quest to lead the future of digital & social innovation. Representation ran the gamete from small start-ups to well established global brands leading the way and shaping this exciting period of our history.

I had the privilege to represent IBM Social Business leadership by participating in a panel: SocialMedia in the Underground World of B2B  #SMB2B  in which we discussed many of the pressing issues of implementing social media programs and leveraging social media as a competitive advantage from a leading B2B brand perspective.

Melissa Chanslor from Text 100 Moderated the panel. Participating along with me were marketing leaders Duane Schulz – Xerox, Jeanette Gibson – Cisco and Shanee Ben-Zur – NVIDIA.

Left to right: Melissa Chanslor, Shanee Ben-Zur, Jeanette Gibson, Duane Schultz and Susan Emerick – Photo courtesy of Text 100

Here’s a summary of key points I shared based on our IBM Social Business leadership initiatives:

– Conduct social listening research to better understand how and where your constituencies are participating in social and apply insights gathered from the research to your marketing planning process and tactical execution roadmap.

– Deploy subject matter experts (SMEs) to build relationships with key influencers and those that follow them based on your understanding of the social ecosystem. This approach will position limited, high value resources strategically to drive business outcomes.

– Support SMEs to build their personal as well as your brand’s reputation by implementing employee enablement programs that support high value thought leaders to engage in the right place, at the right time in a secure way. Set clear priorities for engagement.

– Help SMEs understand the many benefits of committing to sustaining engagement by sharing examples of other leaders like them who’ve successfully established a position of authority as a trusted topical thought leader.

You can listen to the panel on the podcast on demand to hear the honest dialogue and many great recommendations shared amongst the team. Thanks to you can also read a summary of the Twitter steam on Storify

 

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