IABC St. Louis Social Media in the B2B Workplace

© 2009. Siemens Product Lifecycle Management Software Inc. All rights reserved

Siemens PLM Software

Best Practices:

Social Media in the B2B Workplace

#iabcstl

Did You Know 4.0 by XPLANE

Dora SmithDirector, Global Social MediaSiemens PLM Software

http://www.youtube.com/watch?v=6ILQrUrEWe8

http://www.youtube.com/watch?v=6ILQrUrEWe8



Social Media Effect on Communications

1. Location (public)2. Influence (external/internal)3. More (proactive/reactive)4. Culture (compulsively sharing)



Social Media Effect on Parenting

What would my kids tweet?

• Mom is losing it again

• Reading Richard Scarry’s Big

Trucks book

• RT BobTheBuilder: can we fix it,

yes we can

• Wonder if mom will notice I ate the last

cookie #yum

• Timeout sucks



Takeaways

• One B2B software company’s approach to social media

• A technology launch integrated with social media

(IABC Gold Quill Award)

• Recommended social media frameworks & resources

• Twisdom



创新于思 : Innovation comes from great ideas 卓越于器 Excellence is forged from cutting edge tools

global powerhouse in electronics and electrical engineering, and operates in the industry, energy and healthcare sectors

Siemens via YouKu



Framework: Social Media Readiness

SiriusDecisions Social Media Readiness Index(Available to subscribers; Blog RSS)

Level/Goal (Required, Recommended, Best Practice)• Monitoring• Engagement• Awareness• Demand

Additional Resource: Social Media Measurement: A Disciplined Approach

http://www.siriusdecisions.com/live/home/document.php?dA=IsYourOrganizationReadyforSocialMedia

http://www.siriusdecisions.com/live/home/rss_feed_RSSFEED1_siriuslive.xml

http://www.siriusdecisions.com/live/home/document.php?dA=NL_Social_Media_Measurement_A_Disciplined_Approach_Open



Social Media @ My Company

Goal• Participate and increase

conversation about our brand(s) and business unit through content and community

Objectives• Increase conversation participants

and participation• Maintain positive net sentiment • Increase social media (earned)

referrals to website• Integrate social media into

marketing initiatives

Awareness

Engagement

Monitoring



Content & Community: Blog

www.siemens.com/plm/blog

• Show personality• Provide unique

content• Enable sharing

http://www.siemens.com/plm/blog

http://feeds.feedburner.com/SiemensPlmSoftware



Content & Community: Microblog/Networks

• Publish• Align to blog• Augment w/

personalities

http://www.facebook.com/group.php?gid=6472181914



Content & Community: Photo/Video Sharing

• Show personality• Aggregate content• Share, get discovered



Content & Community: Virtual Worlds

• Virtual launches• Product demos• Customer showcase• Research (data

import)• Virtual Factory Pilot

• 3D audience• Communication• Collaboration



Content & Community: Events, DIY Reporting

Sample Posts• Analyst Event: Microsoft • Analyst Event: Field Trip • Analyst Event: Adams Golf • Analyst Event: NX 7.0 Teaser - HD3D • Analyst Event: AMR Insights

• Twitter• Flickr photos• YouTube videos

http://siemens.pmhclients.com/index.php/site/comments/analyst-event-microsoft/

http://siemens.pmhclients.com/index.php/site/comments/analyst-event-field-trip/

http://siemens.pmhclients.com/index.php/site/comments/analyst-event-adams-golf/

http://siemens.pmhclients.com/index.php/site/comments/analyst-event-nx-7.0-teaser-hd3d/

http://siemens.pmhclients.com/index.php/site/comments/analyst-event-amr-insights/

http://twitter.com/siemensplm

http://www.flickr.com/photos/31274959@N08/sets/72157622388574074/

http://www.youtube.com/siemensplm

http://siemens.pmhclients.com/index.php/tags/tag/analyst+event






Content & Community: Events, DIY Reporting

36 event blog posts, such as:• Swiss Perspectives• Rolls-Royce Connecting Top

Floor and Shop Floor• ASML Handles Large Assemblies• 25-Year Attendee Rik Voets

• 125 conference-related tweets• 50 YouTube videos• 60 Flickr images

http://siemens.pmhclients.com/index.php/site/comments/plm-connection-swiss-perspectives/

http://siemens.pmhclients.com/index.php/site/comments/plm-connection-rolls-royce-connecting-top-floor-and-shop-floor/

http://siemens.pmhclients.com/index.php/site/comments/plm-connection-rolls-royce-connecting-top-floor-and-shop-floor/

http://siemens.pmhclients.com/index.php/site/comments/plm-connection-asml-handles-large-assemblies/

http://siemens.pmhclients.com/index.php/site/comments/plm-connection-25-year-attendee-rik-voels/





http://siemens.pmhclients.com/index.php/site/comments/plm-connection-europe-plm-journey-at-rolls-royce/

http://www.youtube.com/watch?v=JpLOiW6YAco



Twisdom Break

“the most important aspect of Twitter may be that, if you do things right, you begin to surround yourself with an incredible group of people eager to share their best questions and insights about life…

There's collaborative thinking on Twitter at a level and in a form I've never seen before.”

- Tom Morris

“Aristotle: 2 say of what is, that it is, is true; 2 say that it is not true, is false. And this is what is, and thus true; and there4 not false”

http://www.huffingtonpost.com/tom-morris/twisdom-twitter-wisdom_b_281098.html

http://www.amazon.com/Twisdom-Twitter-Wisdom-Philosopher-Characters/dp/1448651506

http://www.twitterature.us/us/index.htm



Now Your Twisdom

• If Gilligan had an iPhone, what would he tweet?• Who would your table most like to friend on Facebook?• If you could Twitterview (Twitter interview) someone no longer living,

who would it be? And what would you ask them?• If your table started a LinkedIn Group, what would you call it?• What is the most common question you have regarding social media?• What was the last word/phrase you Googled?

@RizzoTees

http://www.rizzotees.com/tweet-and-drive.html

http://www.rizzotees.com/veni-vidi-tweetci.html

http://www.rizzotees.com/blog.html



Framework: Social Media Impact on Search

• Seeing a company/brand in social media channels makes a person 1.7x likely to search on that company/brand

• 50% increase paid search clickthroughs if a person is first exposed to a company/brand in social media (source: sales engine international webinar)

Image via @Converseon

Next Step: Social Search – Google, Bing, Twitter lists

http://www.converseon.com/v2/home/



http://mashable.com/2009/10/26/social-search-launch/



Goal: Increase overall awareness(company, new tech, brands)• Obj: Raise conversation• Obj: Drive traffic

Goal: Become a respected participant of the Social Media community in our market.

• Obj: Build & maintain relationships with key influencers.• Obj: Develop an internal education program to encourage

engagement.• Obj: Generate new conversations.

A Case Study



Solution Overview

• Teaser e-mails• Online launch• Virtual World• Blog• Blogger Relations• Event blogging• Social Media

News Release• Training• Survey



Objective: Raise Conversation



Blog (in 3 days):• 29 posts, ~1,800 visits• >4k page views, 4 min avg time on site

Objective: Raise Conversation

Second Life

• Live audio &video from 1st hour of live presentation

• Piloted avatars for presenters

• 21 attendees

• Some blog coverage

• Lessons learned: need better promotion strategy



Within 3 days, results rank for first page

Objective: Drive Traffic



Objective: Influencer relations

The Hype IS Right: Synchronous Technology is a CAD BreakthroughThe hype is right; Siemens has a hit on its hands, one its competition will be FUD’ing and following as fast as they can…. Dassault and Autodesk truly are at a competitive disadvantage with this announcement

I have not seen anything as exciting and innovative as Siemens’ synchronous technology since the introduction of parametric modeling in the late 80's.,,Siemens’ competitors will be scrambling for years to catch-up.

Siemens PLM Software released a bomb on the CAD world about a new modeling paradigm. There looks to be a lot of promise to this new technology, and I have high hopes for it.

Customer Blogger

Siemens announcement yesterday no doubt shook some foundations around the CAD Industry…Is it an important feature set that should be looked at by all CAD companies? YES.

Customer of Competitor Blogger

http://www.cad-portal.com/



Framework: Forrester 4-Step Social Media Strategy

POST

People Assess your customers’ social activities (survey)& your team’s social activities

Objectives Decide what you want to accomplish

Listening, Talking, Energizing, Supporting, Embracing

Strategy Plan for how relationships with customers will change

Technology Decide which social technologies to use



Framework: Forrester Social Technographics

Creators

Publish a blog, web pagesUpload created video, music Write & post articles

Critics

Post ratings/reviewsComment on blogsContribute to online forums, wikis

CollectorsUse RSS feedsAdd “tags”, “Vote” for websites

JoinersSocial Networks

Spectators

Read blogs, watch videoListen to podcastsRead online forums, ratings/reviews

Inactives None of the above

Online USEngineers

13.9%10.8%

15.7%11.5%

11.3%8.2%

21.7%11.8%

43.2%42.4%

49.2%53.7%

Siemens PLM

14 %

27 %

7 %

29 %

50 %

24 %



Example: Consumer Created/Generated Media

2,761 views8-yr-old son of a customer shows how easy it is to use our software

http://www.youtube.com/watch?v=yOHwwxbFK7k



Framework: Social Media Roadmap

ListenTrain

(AmbassadorTraining)

Engage(comment externally)

Train(BloggerTraining)

Talk(blog

externally)

Energize(Baseline course, guidelines)

Survey target audience

Conv. Mining, alerts

(blog internally 3 months)

(editorial calendar)

(customers, influencers)

Consider blogging if there is enough conversation & other blogs to interact with; conversation may be best in other networks like LinkedIn



Listen, Engage, Energize

Siemens PLM Volume by Voices April – Sept 09

Total Siemens Conversation Siemens EGM Share Other Voices Share

Q3 Q4

Mean Volume: Siemens EGM Mean Volume: Other Voices

Non-Siemens PLM participation up to 67% in Q4

smithdo

is this the recommended ratio; we went down but community sustained volume; closer to where we want to be



Framework: Managing Social Media

Channels• Photos/Flickr• Videos/

YouTube• PPTs/

SlideShare• Hardware• Admin, SEO,

Reporting• 10%

Microblogs• Twitter• Yammer• Influencer

outreach• Admin, SEO,

Reporting• 15%

Blogs• Posts• Ed Cal Mgmt• Quality control• Platform (EE)• Admin, SEO,

Reporting• 20%

Monitoring• Daily

conversation• RSS feeds• Qtrly reports• Referrers• Influencers list• 15%

PR of Social Media (2.5%)

Training/Advising (25%)

Social Media Research (10%)

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Event Blogging (5%)



Lessons I’m Learning

• Get geeky• A tweet a day• U know more than u know• Give & get• Enjoy the ride

Creative Commons via kamoda on FlickrCreative Commons via Jason DeRusha on Flickr

http://www.flickr.com/photos/kamoda/

http://www.flickr.com/photos/derusha/

http://www.flickr.com/photos/derusha/



Q & A + Resources

Twitter: @dorasmith@dorasmith/social-mediaBlog: dorasmith.x.iabc.com



Resource: Plain English Videos

Commoncraft Social Media in Plain English:• Blogs in Plain English • Online Photo Sharing in Plain English • Podcasting in Plain English • RSS in Plain English • Social Bookmarking in Plain English • Social Media in Plain English • Social Networking in Plain English • Twitter in Plain English • Twitter Search in Plain English • Web Search Strategies in Plain English • Wikis in Plain English

Mashable UPS video series:• http://mashable.com/2009/10/23/ups-video/• http://mashable.com/2009/10/27/social-media-tools-video/

http://www.commoncraft.com/blogs

http://www.commoncraft.com/photosharing

http://www.commoncraft.com/podcasting

http://www.commoncraft.com/rss_plain_english

http://www.commoncraft.com/bookmarking-plain-english

http://www.commoncraft.com/socialmedia

http://www.commoncraft.com/video-social-networking

http://www.commoncraft.com/twitter

http://www.commoncraft.com/twitter-search

http://www.commoncraft.com/search

http://www.commoncraft.com/video-wikis-plain-english

http://mashable.com/2009/10/23/ups-video/

http://mashable.com/2009/10/27/social-media-tools-video/



Resource: Hubspot

Website grader (& blogs)Press Release graderTwitter graderFacebook grader

Slideshare: The Future of Marketing is Publishing - 8 Step Content Strategy , Everything Marketers Need to Know About Twitter ListsBlog: HubSpot's Inbound Internet Marketing Blog

http://websitegrader.com/

http://pressrelease.grader.com/

http://twitter.grader.com/

http://facebook.grader.com/

http://facebook.grader.com/

http://www.slideshare.net/juntajoe/the-future-of-marketing-is-publishing-8-step-content-strategy

http://www.slideshare.net/HubSpot/everything-marketers-need-to-know-about-twitter-lists

http://blog.hubspot.com/blog/tabid/6307/bid/5307/Can-PR-Firms-Lead-the-Inbound-Marketing-Revolution.aspx

http://blog.hubspot.com/blog/tabid/6307/bid/5307/Can-PR-Firms-Lead-the-Inbound-Marketing-Revolution.aspx



Resource: Forrester

Forrester Groundswell Award Winners Laura Ramos B2B Marketers Blog1. Listen to what customers talk about

Ex: CDW teamed with Communispace 2. Talk with your customers (not at them):

turn online activity and content into rich conversations. Ex: Eloqua’s Conversation

3. Energize your best customers to talk about you: Ex: Sonic Foundry boosted Unleash 2009

4. Help your customers support each other. transformation of support forums. Ex: EDR's commonground — a community for environ professionals

5. Encourage your customers spread success. customers help others adopt a product or service. Ex: ComplianceOnline, generating 30% of MetricStream’s leads

6. Embrace customer ideas and suggestions.Ex: Archer Technologies 1529 ideas, new mobile products.

http://b2bmarketingpost.com/2009/10/27/b2b-marketers-2009-forrester-groundswell-award-winners-offer-great-examples/

http://www.groundswelldiscussion.com/groundswell/awards2009/detail.php?id=131




http://b2bmarketingpost.com/2009/06/26/complianceonline-offers-preview-of-real-b2b-community-potential/





Resource: WOMMA

• Do You Speak Social?• WOMMA: Reading/Writing on the Social Web• Framework: Principles, Processes, Platforms• Personally: learn by doing,

build it into your workflow, share compulsively• Orgs: principles, open up IT, grassroots,

measurement, learning deliverables• Measurement:

awareness, actions, advocacy

• Understand, be useful and be live

http://www.slideshare.net/WOMMAssociation/do-you-speak-social-social-web-literacy-the-future-of-brands



Resource: Jeremiah Owyang

Sample blog posts:• Matrix: The Four Social Support Strategies• Is Your Company Trusted or Do You Have a Digital

Comb Over?• Evolution: The Eight Stages Of Listening• How Facebook’s

Open Strategy Shifts The Roadmap for Corporate Marketing and Support

• Web Strategy: How To Evolve Your Irrelevant Corporate Website

http://www.web-strategist.com/blog/2009/11/18/matrix-the-four-social-support-strategies/

http://www.web-strategist.com/blog/2009/11/18/matrix-the-four-social-support-strategies/

http://www.web-strategist.com/blog/2009/11/13/matrix-is-your-company-trusted-or-do-you-have-a-digital-comb-over/

http://www.web-strategist.com/blog/2009/11/13/matrix-is-your-company-trusted-or-do-you-have-a-digital-comb-over/

http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

http://www.web-strategist.com/blog/2009/11/03/how-facebooks-open-strategy-shifts-the-roadmap-for-corporate-marketing/




http://www.web-strategist.com/blog/2007/05/29/web-strategy-how-to-evolve-your-irrelevant-corporate-website/

http://www.web-strategist.com/blog/2007/05/29/web-strategy-how-to-evolve-your-irrelevant-corporate-website/

http://www.web-strategist.com/blog/about



Resource: McKinsey

• Interactive Feature

• 1,700 execs• Web 2.0 internal,

external customers, external suppliers

• 69% measurable biz benefits

http://bit.ly/1b9zlZ



IABC St. Louis Social Media in the B2B Workplace

Technology

Transcript of IABC St. Louis Social Media in the B2B Workplace