Social Media Marketing
When most of us think of Hitachi Data Systems, we don’t necessarily think “social media.” I mean, at first pass, I wouldn’t associate the image of a towering black Hitachi server as something I’d particularly want to Facebook “like.” But perceptions like that can change, and at a conference this week in San Francisco, Hitachi demonstrated how.
Hosted by SocialMedia.com last week, the BlogWell Conference is a showcase of how big businesses have achieved success through social media. In two of their most recent campaigns, Hitachi Data Systems used social media to drive user engagement and lead generation far beyond their own expectations. I’ve reported more about their social media marketing successes here.
What’s equally informative, however is Hitachi encourages others to use social media to reach and engage. The company says it doesn’t need to be an expensive endeavor to do so, either. These three key elements are what they recommend to doing social media “on the Cheap.”
3 Essential Channels for Social Media
1. Earned – Social media based on your social network.
Build your brand’s Twitter, Facebook, YouTube and LinkedIn accounts. These are the channels you’ll want to experiment with to discover which work best at engaging your audience. If you’re socially advanced, SlideShare and Quora are other networks where you can establish your brand channel. Then choose from an abundance of social media monitoring tools to effectively manage your brand channels.
2. Owned – Leveraging your online properties.
Microsites, online forums, and existing email marketing tools should all be integrated into your social media campaign. If you don’t already have a business blog, start one, and use that critical channel as an “owned” property to promote your programs.
3. Partnered – Use your business partners.
This one is often overlooked. If you’re a large enterprise, be sure to coordinate with your other company divisions in support of your marketing campaign. Leverage your strategic alliances as you promote. An effective way to do this is to incentivise them, particularly across their workforce. Parters make incredibly valuable influencers in the social media ecosystem.