Social Media Marketing in Large Enterprises
January 11, 2010 by Bernie
Filed under General Marketing, Most Recent, Social Media
This is the year of engagement. When I blogged my predictions for the new decade, one of the points I made is that marketers will seek to engage their target customers more interactively. While I still believe that in this decade the phrase social media will fade away, at this time it’s still here and it’s hotter than it’s ever been.
Brands of all sizes are using social media to listen and to engage. Those brands that find ways to engage people authentically and in interesting ways are finding ways to monetize the engagement. And, isn’t that what all the critics have been waiting for?
Want proof that some of the biggest and most established brands have adopted social media with measurable success?
Marcy Shinder -American Express Open
Social media is an excellent customer listening tool and an up and coming customer acquisition tool.
Eduardo Conrado – Motorola
Uses social media pre and post trade shows to engage with customers. Also to integrate existing offline communities with online communities for year-long engagement with customer segments.
John Kennedy – IBM
Uses social media to gain new insights into customers. Gain a better understanding of how IBM is involved in these conversations.
Mark Wilson – Sybase
Having an authentic voice through customers and available product managers for organic growth. Customers are now advocates. Reaching the LongTail of their brand. People are now collaborators. More, faster innovation. More organic and empowering.
Tom Haas – Siemens
New private online community called 3-1-2-1. A social network to engage government customers on topics such as renewable energy.
Jeff Hayzlett – Kodak
Uses social media for “pretty much everything.” Naming products through Twitter. Employ a Chief Listener looking for customer feedback and new product opportunities.
Michael Mendenhall – HP
Social media is an operational strategy. Used in three ways: Customer Service, R&D, Marketing Communications. The amplication of word of mouth.
Paul Dunay – Avaya
Like it or not, Twitter is working. It has implications on product development and how Avaya supports existing products. Feedback through Twitter on existing products is very valuable. They’ve even measured some sales that have come from Twitter.
Do you have a testimonial about social media marketing in your business or organization? Please share it in the comments below.
Bernie Borges
@berniebay
I agree. 2010 is the year social media marketing will begin to show ROI for those of us who began investing in it in 2009.
So far, I have found LinkedIn to provide the highest quality interactions and the best way to establish meaningful connections. I believe this is because LinkedIn provides much more transparency and details about a professional's background. LinkedIn tends to be more business-to-business oriented as well.
I have found Twitter to be a great place to stay abreast of what others are doing in my market (esp. competitors), as well as track information using keywords related to my products and industry.
While I cannot attribute any direct sales yet to either, it's still very early in the process. I believe now is the time to invest in building your social media network, developing key relationships and learning the ropes. Just like networking in the offline world, it's not what you know but more often who you know.
Now is the time to get to know those who will have the influence you need tomorrow – today.