Andrew Bosman of Navigant kicked off this panel with a presentation all about Navigant.com and the unique integration of social content the company has accomplished. Check out the Navigant.com "Insights & Events" section. This area of the site is a singular destination for the company's unique content and thought leadership.
They use the pages within this section for email campaigns and other initiatives. "Direct marketing drives people to vanity URLs that end up being inside the 'Insights and Events' section," said Bosman. The Healthcare section also has many jumping off points to key contacts, materials produced by them, news, whitepapers, newsletter and much more. The company also created vanity URLs for their experts, such as Navigant.com/Francis
The site is well-designed and logically laid out, even with all of the fresh content it has. Articles and landing pages drive visitors back to a central hub, and the site contains quick, digestible information.
I thought this site was a fantastic example of a company that is clearly empowering its internal experts to publicly demontsrate their thought leadership with frequent insights and perspectives in blog posts, white papers, etc... and then empowers those experts by attributing the work to their name very clearly and making it easy for visitors to directly get in touch with the expert who authored the content. The only concern I had when browsing Navigant.com was whether they are "advertising" their top talent to other companies. The easier you make it to reach the experts who work for you, are you making it easier for head-hunters to pick them off? Just something to think about.
Bob Pearson, CTO & Media Officer of WCG was next. Bob had worked at Dell and had formed their social media practices, which is pretty impressive. He is also the author of the book, Pre-Commerce: How Companies and Customers are Transforming Business Together.
Pearson shared with us three key Insights that apply to everyone:
Customers like to do 3 things online more than other actions:
1. Share ideas
2. Share product knowledge
3. Help peers with problems
Ben Edwards, VP Digital Strategy and Development, IBM, works for a company of 430,000 people. That's a tall order.
The company's mission is high-value integration of hardware, software and services into solutions at the point of demand of the client. And so Edwards' said that their mission of empowering the IBMer (IBM employee) to produce content is one of the most effective methods they have used to further the brand.
The company's mission is high-value integration of hardware, software and services into solutions at the point of demand of the client. And so Edwards' said that their mission of empowering the IBMer (IBM employee) to produce content is one of the most effective methods they have used to further the brand.
One of the challenges has been figuring out how to scale the mediation of experts, products, IBMers, etc. With that many people internally and the sheer volume of content that can be created, this challenge is no surprise to me.
Edwards said IBM has followed the following three steps to help organize and prioritize their experts in company-based social media content:
- 1. Identify who are the technical experts, business consulting experts - the right or best expert
- 2. Do they show up at their best through social media?
- 3. Serve them up publicly in the right context to demonstrate their expertise
These were just some of the highlights from the session, but overall it was chock-full of ideas and strategies for leveraging your company's internal expertise for great content that can be leveraged for sales support or lead generation practices, and it hit the nail on the head in terms of speaking specifically to a large crowd of B2B marketers in a language they can understand and get value out of.