Most of what we hear in the news is a continual stream of reminders of these challenges from politicians, pundits, etc. Everyone seems to acknowledge this is a problem, but what are we going to do about it?
In the B2B world, LinkedIn offers marketers a wide array of different resources that they can use to enhance their social media efforts. A vast majority of people use LinkedIn as a viable platform for uncovering business information. Due to the nature of the site, on LinkedIn people are more inclined to provide detailed professional information than on Facebook or Twitter. You, as the marketer, have the advantage of leveraging this very rich profile data to target your messages to people on a very specific basis! Essentially, LinkedIn allows you to engage with a very particular target niche population that is strictly relevant to your core business needs.
Did you know that LinkedIn Groups is one of the most widely used activities on LinkedIn with over one million different groups (Source: LinkedIn Groups Directory)? Specifically for B2B companies, people may use professional interest groups to share knowledge and find answers to tough questions. A regular LinkedIn user, David Deans, Digital Marketing Manager in Cisco’s Service Provider organization, shared some of his experiences to make the most of LinkedIn Groups participation. These best practices will surely take your own social media efforts to the next level, so read on to learn more.
Social media isn’t just for personal use any more. Businesses of all kinds, particularly manufacturers, are looking to leverage social media types of connections for easier access to needed expertise, business intelligence insights and new product ideas.
For manufacturers, the principal driver behind the move toward greater incorporation of social media for collaborative business processes is access to expertise.
Who knows what? Read More »
Sustainability 2.0 involves the employment of social media tools to initiate, maintain and monitor sustainability engagement. Companies and institutions are increasingly turning to social media channels to grow corporate social responsibility initiatives of all categories, including sustainability. Sustainability 2.0 involves two components for optimal engagement across any large-scale enterprise organization, or even university campus: 1. promotion and 2. analysis.
Promotion of sustainable actions via social media:
According to a 2011 study by Sustainable Life Media and Zumer, social media is used at 50 global companies to promote sustainability on various engagement levels. Professor Nigel P. Melville of the University of Michigan delivers an action-based summary of the report’s findings on 4,000+ social web posts:
- “76% of sustainability professionals interviewed believe that their investment in sustainability-themed social media will help gain market share, increase the size of the overall market, or, ideally, both.”
- “Companies such as Coca-Cola, PepsiCo, Dell and Toyota (all profiled in case studies) have unearthed the enormous potential of combining social media and sustainability to gain market share and acquire customers in new and growing markets.”
- “Social media is impacting the way leading corporations are planning and executing their business practices. As an example, companies have been able to increase internal recognition of their sustainability goals, on average, by 10-15% through the use of Facebook, Twitter and YouTube. This is resulting in greater compliance with energy, waste and water efficiency strategies.”
Why select “social media” as a channel for driving environmental activism? People are influenced by social media conversations.
Manufacturing Social Media
In 2011, only 30 percent of global manufacturing companies plan to increase spending on social media and community marketing, according to a March report from Forrester Research titled Bigger B2B Marketing Budgets Come With Great Expectations. That compares with 53 percent of pharmaceutical companies and 50 percent of business and professional services companies.
At Cisco, we’re leading the way to change all that. Also, you may have noticed that Cisco manufacturing also has a presence in other social media outlets, but you may not know how or if they are linked together – or even if they are part of the same effort. To that end, I wrote this blog to describe and link to all of our social media efforts in one place.
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