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  1. 1. Created for Northwestern Technologies Introduction Social Media in the Corporate World Current Social Media Landscape In the IT Industry Opportunities and Benefits for Northwestern Technologies Conclusion
  2. 2. Social media marketing is a developing field, and the standards for success are still being measured and fine tuned. Social media thrives because people enjoy talking to each other. The loyalty of current customers may convince them to market a brand indirectly by telling friends and family about a product or service. The “social” component of social media has been part of human interactions since the dawn of time. People are inherently social creatures to some extent. Initially, social interactions were limited to in-person meetings, then mail and letters, then telephones, then email. What has changed is the media by which people are able to express social impulses. As technology has advanced, so have the media available for social behavior. Created for Northwestern Technologies Introduction
  3. 3. Businesses that engage in the conversation are more likely to gain recommendations on social sites because they are at the front of people’s minds. In addition, following the 80-20 rule, it can be assumed that 80% of a company’s business will come from 20% of its customers. “social media,” The underlying premise of social media—that people are social and want to connect with other people—has been stable over time. The difference is that people are now able to connect with each other in a more efficient and scalable way providing new and attractive means for people to interact. Social networks are becoming diverse, with users spanning all age and income brackets. This diversity means that businesses willing to take a look, can find their target consumers on social media sites. . Created for Northwestern Technologies Introduction
  4. 4. The impact on business. According to ComScore, there are almost 25 billion online searches each month. Regardless what industry, people are searching for information about products and brand reputation to help guide their purchase. Search is the number one resource used when looking for information about a product online, Social media marketing is not really new. It is based on social, behavioral, and economic concepts that have been around for many years, but new technology and media are changing the role those concepts play in modern marketing efforts. The newest aspect of social media is the technology which enables open and transparent online conversations. . Created for Northwestern Technologies Social Media in the Corporate World
  5. 5. Companies around the globe are embracing and adapting social media for many different intentions: customer service, marketing, internal communications, public relations or corporate social responsibility, etc. It is now a reality that social media is changing the way stakeholders and companies communicate daily, providing opportunities for collaboration and participation, interactivity, and engagement. Therefore, social media is conceived today in the corporate world as a strategic communication partner, driving new and unique possibilities for organizations to engage stakeholders in conversations. We are witnesses of a new digital era where consumers are becoming active users rather than passive individuals, changing dramatically how society operates. social media is a strategic tool for corporate communication that can enhance stakeholder participation and engagement. (Vasquez, 2011) . Created for Northwestern Technologies Social Media in the Corporate World
  6. 6. The latest end-user data from Frost & Sullivan. In our most recent survey of 200 C-level executives in North America, we asked about their current usage and near- term plans for enterprise communications, including enterprise social software. Sixty-nine percent of respondents told us they are aware of social media, placing it ahead of telepresence, VoIP, shared team spaces, soft phones, and even unified communications and unified messaging. Almost half of the respondents say social media is used within the organization, and 41 percent use the technology personally. Among executives who report social software in use within their company, 67 percent say it is used extensively at all levels of the organization, and another 26 percent say it is used mainly by senior management.(Turek, 2011) . Created for Northwestern Technologies Current Social Media Landscape In the IT Industry
  7. 7. Of those executives who personally use social media tools, 51 percent do so daily. Respondents were very clear on why social media is valuable. First up: "improving customer service," which 24 percent of CXOs listed as the top reason for using the technology. That's followed by "improving collaboration and productivity across geographically dispersed teams" (20 percent) and "enhancing employee mobility" (10 percent). Of those who intend to expand their use of enterprise social software, the vast majority expect it to improve customer service; others hope it will accelerate decision making and support corporate environmental goals. Created for Northwestern Technologies Current Social Media Landscape In the IT Industry
  8. 8. So what are the key IT trends of the next half decade? Editor-in-Chief of CIO Magazine, Maryfran Johnson dubbed the "Big Five", the biggest technology influences of the next half decade. This includes next-gen mobility, social media (or more specifically social business), cloud computing, consumerization and big data. Those five are at top of the list for what organizations need to be planning in their current strategies and roadmaps as they update and modernize, as well as (hopefully) out-innovate their competitors. Social media is now a growing component of enterprise communication and collaboration, According to the 2009 CMO Survey, currently “marketers spend 3.5 percent of their budget on social media, but that number is expected to grow to 6.1 percent over the next 12 months and 13.7 percent in the next five years. Created for Northwestern Technologies Current Social Media Landscape In the IT Industry
  9. 9. People increasingly link to a company’s website and social media properties Search engines tend to favor the sites with the greatest number of inbound links from well-respected sites by ranking them higher in search results. Studies show that approximately 90% of traffic to a website comes via search engines and that search engines handle “more than half of all the E-commerce transactions. “by providing product information for complex purchases, especially in the business-to-business (B2B) space, a company can establish itself as a valuable contributor to a sizeable community. In fact “81 percent of the B2B companies using social media maintain a presence on social media sites, versus 67 percent of the B2C companies surveyed [by eMarketer].” Created for Northwestern Technologies Opportunities and Benefits for Northwestern Technologies
  10. 10. Many companies have trouble determining if social media marketing is right for their specific industry or business. Although business-to-consumer (B2C) online sales continue to grow rapidly, business-to-business (B2B) transactions are increasingly moving online; some CEOs and sales experts think that the majority of B2B transactions may eventually be done over the Internet. It is a common misconception that B2B firms can benefit little from social media marketing. However, B2B firms, like B2C companies, are made up of people who use social media. Hence, social media marketing is just as relevant to them as to B2C firms. Created for Northwestern Technologies Opportunities and Benefits for Northwestern Technologies
  11. 11. There is no conclusion. Social Media does not have an end date. It is an ongoing conversation between the advertiser and the customer.” Social media involves “two-way communication to an audience that is interested in your brand. There is no deadline with Social Media business. It is an ongoing process of customer service and relationships and leads to improved customer satisfaction. Failing to take advantage of the enormous possibilities that social media has for to offer NW Technologies would be missing a great opportunity to start a one on one relationship with your customers. We help companies of all sizes to develop and implement a strategies to become a company that has adopted social media intelligently and effectively, in a way that does not compromise the company's primary obligations as a corporation. Created for Northwestern Technologies Conclusion
  12. 12. While the conversational and engagement values of social media are well understood, many social media theorists often overlook the realities faced by the large corporation, like accountability to shareholders and regulators, and how these factors cannot be overlooked in corporate social media adoption. Using case studies and analysis of available social media tools, and proven corporate social media strategies, we can help corporate communicators understand the new communications landscape, the power of social media, and how to adopt it intelligently in a corporate environment. Appropriate strategies can be designed to achieve these goals. As such, the process of setting goals and determining strategies is crucial for success in the field of social media marketing. Thank you for your Time and let BrandBuilders help you with your future social media campaigns. Created for Northwestern Technologies Conclusion
  13. 13. Social Media as a strategic tool for Corporate Communication. Lina Margarita Gomez Vasquez, 2011 http://www.academia.edu/1201760/Social_media_as_a_strategic_tool_for_corpora te_communication Justifying the Cost of Social Media in the Enterprise http://www.nojitter.com/blog/229219010 Melanie Turek February 21, 2011 http://www.zdnet.com/article/the-big-five-it-trends-of-the-next-half-decade- mobile-social-cloud-consumerization-and-big-data Created for Northwestern Technologies References

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