Working for a Global Brand can bring questions and challenges for employees when it comes to whether or not they should establish a branded blog in their respective region or country. I recently worked on this guidance and thought it would be helpful to share with other B2B marketers who are working to establish branded… Read More »
In the spring of 2005, IBMers used a wiki to create a set of guidelines for all IBMers who wanted to blog. These guidelines aimed to provide helpful, practical advice to protect both IBM bloggers and IBM. In 2008 and again in 2010 IBM turned to employees to re-examine our guidelines in light of ever-evolving… Read More »
There are so many ways that I use social to conduct business, it’s become natural and critical to my productivity. I realize after some reflection, quite likely I take it for granted. Many companies don’t have the culture, governance, policies, tools and infrastructure in place to support employees to conduct business through social means the… Read More »
Over the last few years I’ve been working with colleagues across my company to provide them guidance on becoming more effective with sharing their domain knowledge through social networking and collaboration. Many Subject Matter Experts (SMEs) I’ve worked with often ask me “What characteristics are common amongst those that are the most effective and influential?” … Read More »
As you begin planning your social strategy, it’s important to do so with a focus on customer relevance. You should learn how your target audience is currently using social media, how they’re engaging, what their general preferences are and where they’re participating most often. Looking at a combination of these factors will help you ascertain… Read More »
Selecting keywords for your social listening research is the most critical first step to harnessing relevant insights. In a world with a billion computers, four billion cell phones and a robust global Internet, there is an overwhelming amount of digital messages being posted online every day. Since most are likely not relevant to the brand… Read More »
I’m a goal oriented person, so as a neophyte blogger, I’m attempting to establish some goals for myself to help keep me focused and (hopefully) motivated too! I thought these might be helpful to others just getting started. If you have tips to share, I’d appreciate receiving them. My blogging goals … Strive to write… Read More »
We’re on the cusp of a major shift in business transformation; the interest in companies wanting to adopt social business is on the rise. As businesses seek ways to best leverage social computing it’s imperative to consider traditional business model norms that will prevent progress for your brand. IBM sees social business and the move… Read More »
How will you ensure that your social marketing engagement is on target to support your brands marketing priorities? A lot of B2B social media marketers struggle with how to sustain the social engagement of their Subject Matter Experts (SMEs) with the target audience. I’ve done a good amount of work in this area and have… Read More »
Developing the Social Influence Plan The foundation of a successful social media marketing engagement strategy is dependent on recruiting the right subject matter experts (SMEs) and each individual’s commitment to participate in sustained on-line engagement for the long term to achieve the program objectives. When building relationships, online or off, each of us is inherently… Read More »
A solid social media marketing strategy focuses employee interactions on concrete outcomes that enhance their social presence, project their expertise, stimulate innovation, and deliver business value. To ensure that employees are focusing their interactions where they will drive business outcomes, it is important to provide them enablement support. Be sure that workforce enablement is a… Read More »
While social intelligence plays a critical role in developing an effective B2B social marketing strategy, many marketers make the mistake of instead rushing to deploy tactics and experiment with new tools first. Don’t make the mistake of overlooking the importance of gathering social intelligence before you develop your social marketing strategy. The foundation of a… Read More »
