This document provides a framework for effective corporate social media use. It discusses using social media to build relationships, share knowledge, and improve recruitment. Case studies show how companies like Cisco, McKinsey, and Kinaxis successfully engage audiences across networks. The framework emphasizes picking a clear purpose, following the "3 C's" of content, conversation, and connections, and making social media further business goals rather than using it for its own sake. The document concludes that social media best practice is having a purpose beyond just participating in social networks.

1. Making the connection
A different way of thinking about social media
and how it links to business objectives.
November 2010

2. Making the Connection Page 2
Social media is on the map.
Businesses and governments are using it. Successfully.
But how does it work in business to business, for your business?

3. Making the Connection Page 3
Framework for Engaging in Corporate Social Media
Content
Yours, mine & ours
Curation
+
creation
THE
3C’s ConversationNot control
Collaborative
+
collective
Connections Community
building
+
Relationships drive your business. story
sharing
Source: Omobono Ltd., 2010

4. B2B Best Practice

5. Making the Connection Page 5
Cisco (IT services)
Consistent branding across engaging content in relevant spaces to
specific audiences; all of which tie together, where appropriate.

6. Making the Connection Page 6
Cisco (IT services)
Active and consistent presence in mainstream social networks to driving
traffic to custom, branded networks.

7. Making the Connection Page 7
McKinsey Quarterly (Professional Services)
Repurposing content across spaces to establish ‘leadership’ position in market
to audiences in digital spaces they are most comfortable.

8. Making the Connection Page 8
McKinsey Quarterly (Professional Services)
Using established platforms to drive audience to central corporate website and blogs.

9. Making the Connection Page 9
Kinaxis (Supply Chain Management)
Using interesting, relevant and (gasp!) humorous content to create an active
community within an industry typically perceived to be ‘dry’ and incongruous with
engaging digital content . What does supply chain management have to do with
‘Casino’? Just ask Kevin Pollak!

10. Making the Connection Page 10
Kinaxis (Supply Chain Management)
Expert content and industry conversations (among partners, competitors, customers
and prospects) hosted within branded custom network, driving traffic between
corporate blog, website and bespoke network.

11. Making the Connection Page 11
Accenture Management Consulting
(Professional Services)
Engaging users from mainstream networks in active recruitment campaigns.
Specifically, using LinkedIn as a point of contact by curating current employee profiles
to develop a network of high-quality recruitment referrals.

12. Making the Connection Page 12
Accenture Management Consulting
(Professional Services)
Connecting recruitment prospects with employees across and within
a network of digital spaces.

13. B2B Best Practice
Industry opportunity:
financial services

14. Making the Connection Page 14
B2C: First Direct
Building community of customers
because they are customers. Using transparent
dialogue to encourage brand camaraderie and loyalty.

15. Making the Connection Page 15
B2C: First Direct
Curating brand’s social activity to create coherence
and drive traffic to and from each space.

16. Making the Connection Page 16
B2C: Barclaycard
Using content appropriate for both audience
and platform. Curating and repurposing
relvant on- and offline content.

17. Making the Connection Page 17
B2C: Barclaycard
Consistent brand and content presence
across different social spaces, enabling a rich
brand experience for users across platforms

18. Making the Connection Page 18
B2B: IFA Life
Using social media within a highly regulated (and innately cautious) industry.
Encouraging engagement from across social spaces using ‘expert’ content to establish
as a leader in the industry. Specifically, using Twitter –an often overlooked platform in
this industry.

19. Making the Connection Page 19
B2B: IFA Life
Repurposing content and conversations from main branded community and
mainstream social networks.

20. Making the Connection Page 20
B2B: HSBC Business Network
Bespoke social network; building a community for business owners, customers or not.
Creating and collating expert content to build story sharing community.

21. Making the Connection Page 21
B2B: HSBC Business Network
Creating a go-to resource, connecting the business audience with value-adding, easy
to navigate content.

22. Making the Connection Page 22
B2B: LV=
Customer and business facing social activity, providing
content in relevant mainstream spaces as well as creating a
bespoke community for content sharing in a branded space.

23. Making the Connection Page 23
B2B: LV=
Forming a cohesive digital presence with interconnected
platforms and content.

24. So what is best practice
for corporate social media?

25. Making the Connection Page 25
Pick a purpose.
Build relationships
Community sharing
Improve recruitment
Reputation management
Increase profile
Curate knowledge
Thought leadership

26. Making the Connection Page 26
Social media is more than meets the eye.
Think outside the box.

27. Making the Connection Page 27
Social media mapping,
based on Omobono’s Enterprise Relationship Management process
External Suppliers
The
Purpose
Internal Customers
Source: Omobono Ltd., 2010

28. Making the Connection Page 28
Follow a framework
Content
Yours, mine & ours
Curation
+
creation
THE
3C’s ConversationNot control
Collaborative
+
collective
Connections Community
building
+
Relationships drive your business. story
sharing
Source: Omobono Ltd., 2010

29. Making the Connection Page 29
Most importantly, best practice is…
Social media for a purpose,
rather than
for social media’s sake
Make it work for you (not the other way around).

30. Thank you
To discuss how Omobono can help
build your brand with social media,
contact ben@omobono.com
©2010 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and
creative concepts developed and contained in this document remain the intellectual property of
Omobono Ltd until such time as they are procured by a third party.
Anyone viewing this document may not use, adapt or modify the contents without our prior consent.
Omobono Ltd. T +44 (0)1223 307000
St Giles Hall F +44 (0)1223 365167
Pound Hill
Cambridge
CB3 0AE, UK www.omobono.com