Social Media für B2B: Was macht den Unterschied?

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@irenemesserli @karinfriedli #smgzh@dominikallemann @thomasmauch #smgzh

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... Wettbewerbs-#gipfelselfie von Beat und Karsten ... Schön, dass ihr da seid!

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@irenemesserli @karinfriedli #smgzh@dominikallemann @thomasmauch #smgzh

Kaffee, Gipfel, Technik

DANKE!

Merve Kutay

@mskutayCorporate Communications Manager

Bystronic

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Online und Social Media Strategie eines B2B-Unternehmens

Bystronic

•  CH-Unternehmen

•  Systeme für die Blechbearbeitung

•  Anzahl Mitarbeitende weltweit

1553

•  Aktiv in 55 Länder und 44 Sprachen

© Bystronic | 06.2014 | Seite 2

•  Merve Kutay

•  Digital Publishing, CorCom:

Internet, Intranet, Social Media,

Multimedia

Online Strategie

© Bystronic | 06.2014 | Seite 3

Facebook

Linkedin

YouTube

Google+

Twitter

Media Center

Xing

Newsletter

SEO

Corporate &

local Website

Kununu

CorCom und Länder

HR und CorCom

© Bystronic | 06.2014 | Seite 4

Kompetenzen im Bereich Social Media Gruppe Ländergesellschaften Mitarbeitende

Strategie und Konzept

Richtlinien für Mitarbeitende und Ländergesellschaften

Umsetzen der Richtlinien

Einhalten der Empfehlungen

IT Zugang für alle Berechtigten

Schulung der Korrespondenten

Lokale SoMe Strategie ausarbeiten

Rechtliche Grundlagen länderspez. juristische Grundlagen

Bewirtschaften der definierten Plattformen

Bewirtschaften der definierten Plattformen

Monitoring Monitoring und Reporting an CorCom

Interne Kommunikation Social Media Richtlinien

© Bystronic | 06.2014 | Seite 5

Externe Kommunikation Facebook

© Bystronic | 06.2014 | Seite 6

Content

© Bystronic | 06.2014 | Seite 7

Learnings

R3

!  Mensch + Fachwissen !  Zeit !  Finanzen

© Bystronic | 06.2014 | Seite 8

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Milko van Rijn

@milkovanrijnHead of Global e-Marketing

Mettler Toledo

Social Media @mettlertoledo

Milko J.C. van Rijn

Head of Global eMarketing Mettler-Toledo Intern. Inc.

June 2014

METTLER TOLEDO: Solutions across the Value Chain

2

Laboratory Solutions

Process Analytics

Industrial Weighing

Logistics Solutions

Product Inspection

Retail Weighing Solutions

12'500 employees in 36 countries

2.4 Billion USD revenue (2013)

Production facilities in Europe, Americas and Asia

Matrix organisation with Global eBusiness team in Swiss headquarters and 300 Marketing staff in SBUs and Market Organisations

!"#$%&'()*$%'+',%#$-.'/0)'123/"4)5'

B2B Audience

Focus on Technology Enthusiasts & Operations Staff Focus on Early Pre-Sale and Post-Sale phases

Corporate Program

Thought Leadership / Proof of Competence / Loyalty SEO Impact / Content Reach / Traffic to mt.com

Leads

Corporate Publishing

Personal Engagement Advertizing eRecruiting

Guidelines / Trainings / Services

Corporate Publishing

14 Corporate Profiles - 12 centrally managed by

headquarters - 3 managed by MT-CN - Organic Growth

Reach of corporate content: 600'000 – 1 Mio. impressions per month (Linkedin & Facebook only)

1 – 4% of total mt.com traffic from Social Media

Fans & Followers

Social Media Engagement

Re-Active Engagement

Pro-Active Engagement

Advertizing

Linkedin Advertizing

1. Content

2. Targeting

3. Operations

4. Scaling

5. Lead Follow Up

6. ROI Analytics

eRecruiting

Linkedin - Recruiter profile - Corporate profile & ads

Other networks - Facebook Job Page - Xing, Viadeo and other

regional/local networks

HR Recruiting Line Manager Recruiting

Challenges

Success Measurement • Non CRM related KPIs • Non quantifiable SEO Impact

Efficiency • Operations outsourcing • Used company resources

Effectiveness • Content Quality • Lead Temperature

Local Needs vs. Global Platforms • 'Wild' Profiles • Content Selection

Channel Integration

Timeline

Jan 03 Jan 10 Jan 17 Jan 24 Feb 01 Feb 08 Feb 15 Feb 22 Feb 29 Mar 05 Mar 12 Mar 19 Mar 26 Apr 02 Apr 09 Apr 16

Thank You

Milko J.C. van Rijn Head of Global eMarketing Mettler-Toledo Intern. Inc. Im Langacher 8606 Greifensee

Connect with me:

http://ch.linkedin.com/pub/milko-j-c-van-rijn/18/469/ba8

https://www.xing.com/profile/MilkoJC_vanRijn

http://twitter.com/milkovanrijn

METTLER TOLEDO

www.mt.com/social

http://www.linkedin.com/company/mettler-toledo-international-inc

http://www.facebook.com/mettlertoledo

http://www.twitter.com/mettlertoledo

http://www.youtube.com/mettlertoledo

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@irenemesserli @karinfriedli #smgzh@dominikallemann @thomasmauch #smgzh

Kaffee, Gipfel, Technik

DANKE!

Nächste Gipfel:3. September5. November4. Februar8. Aprilwww.socialmediagipfel.ch

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