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Social media gipfel juni 2014 B2B
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Transcript of Social media gipfel juni 2014 B2B
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Social Media für B2B: Was macht den Unterschied?
BERNET_PR
@irenemesserli @karinfriedli #smgzh@dominikallemann @thomasmauch #smgzh
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BERNET_PR
... Wettbewerbs-#gipfelselfie von Beat und Karsten ... Schön, dass ihr da seid!
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BERNET_PR
@irenemesserli @karinfriedli #smgzh@dominikallemann @thomasmauch #smgzh
Kaffee, Gipfel, Technik
DANKE!
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Merve Kutay
@mskutayCorporate Communications Manager
Bystronic
BERNET_PR
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Online und Social Media Strategie eines B2B-Unternehmens
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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
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Online Strategie
© Bystronic | 06.2014 | Seite 3
YouTube
Google+
Media Center
Newsletter
SEO
Corporate &
local Website
Kununu
CorCom und Länder
HR und CorCom
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© 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
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Interne Kommunikation Social Media Richtlinien
© Bystronic | 06.2014 | Seite 5
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Externe Kommunikation Facebook
© Bystronic | 06.2014 | Seite 6
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Content
© Bystronic | 06.2014 | Seite 7
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Learnings
R3
! Mensch + Fachwissen ! Zeit ! Finanzen
© Bystronic | 06.2014 | Seite 8
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BERNET_PR
Milko van Rijn
@milkovanrijnHead of Global e-Marketing
Mettler Toledo
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Social Media @mettlertoledo
Milko J.C. van Rijn
Head of Global eMarketing Mettler-Toledo Intern. Inc.
June 2014
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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
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!"#$%&'()*$%'+',%#$-.'/0)'123/"4)5'
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B2B Audience
Focus on Technology Enthusiasts & Operations Staff Focus on Early Pre-Sale and Post-Sale phases
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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
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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
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Social Media Engagement
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Re-Active Engagement
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Pro-Active Engagement
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Advertizing
Linkedin Advertizing
1. Content
2. Targeting
3. Operations
4. Scaling
5. Lead Follow Up
6. ROI Analytics
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eRecruiting
Linkedin - Recruiter profile - Corporate profile & ads
Other networks - Facebook Job Page - Xing, Viadeo and other
regional/local networks
HR Recruiting Line Manager Recruiting
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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
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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
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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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BERNET_PR
@irenemesserli @karinfriedli #smgzh@dominikallemann @thomasmauch #smgzh
Kaffee, Gipfel, Technik
DANKE!
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Nächste Gipfel:3. September5. November4. Februar8. Aprilwww.socialmediagipfel.ch
BERNET_PR