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|World & Business - Marketing|
|Monday, 10 January 2011 12:18|
Over the past 5 years we have seen in the use of social media by companies have been success stories like Dell, Movistar, Starbucks, Harvard, Pepsi, Coca Cola, Oreo, Red Bull, a crisis such as BP , Nestle, Rolls Royce, Toyota, Fanta, Domino's Pizza ... but most of the analysis we've done have been on the commercial use.
If we promote good corporate use of social media, the examples are not so abundant, among them are 4 companies: Arcelor Mittal , BASF , IBM and Microsoft . I also talk about the Spanish BBVA and Iberia.
ArcelorMittal: when it bought Arcelor in 2006 and to facilitate transparency in communication between both companies and their stakeholders created ArcelorMittal TV , online TV channel that has evolved into a 2.0 platform to host your intranet, blogs and TV channel and events and initiatives ... also has a channel on Twitter for corporate information, in addition to its own network of blogs (out of the crisis, the restart of the World Cup, the world of the last piece of conversation, Kick-off ArcelorMittal Convention, Leadership 2010).
ArcelorMittal Web TV tells the story of positive reinforcement of two merging companies, the web TV ensures the global brand values. This platform aims to strengthen the way to a slow but steady economic recovery of the most influential players in the steel industry.
Another example is Social Media BASF, a platform of social media communication with different interest groups, the main press and investors, with its own channels on Twitter , Slideshare , Flickr , Linkedin , Facebook , and YouTube .
IBM is another clear example of platform where tens of corporate blogs. This aims to encourage users to participate in IBMers' blogs , podcasts and IBM also aims at giving users a Guide to Social Media Participation and conversational content RSS feed.
The Ibex 35, although not yet established the presence of enterprises at the corporate level, in the last year is producing a significant development and proliferation of various releases, there is no global reference action in the middle, and volume monitoring nor originality.
Presence is more interactive and informative are both examples of corporate and marketing communications, CEOs are not part of the strategy of brand visibility on the Internet, this is a very sensitive issue, first have to review what role corporate image and what is its proximity positivity.
As leading companies include highlight the case of BBVA, the bank is at the head of the betting Web 2.0 is an example of mainstreaming of the new communication supported in the value innovation. Also outside of Spain. Actibva has a community of finance, platform 2.0.: Blog financial information, with links to blogs aggregator speaking of finances, voting news, facebookConect and Twitter. It also has its own network of blogs, blueBBVA (targeting a young audience) to deal with themes of music, movies, tv, motor planta29, blog innovation (technology, media, business ...) apart is present in blogs, social networking and microblogging different theme, from investors to press, foundation CSR projects or sponsorship.
Another interesting case is that of Iberia, following the air travel chaos caused by the eruption of the Icelandic volcano Eyjafjalla, realize that users are organized into social networks and demand information in them to the airlines, their responses are fast and acting proactively, are really useful. It has more than 12,000 followers and concentrates its activities on social networks, on his blog expands on the information they give on Twitter, providing short tips and tricks for the guests. They also have a channel for users to answer queries or complaints, apart from promotions and contests.