Social Media in Enterprises, it works!

March 1, 2011 § 2 Comments

Roberto Carreras, Enrique Dans, Ana Nieto Churruca, Lasse Rouhiainen, Daniel Canomanuel, Tristán Elostegui

Spanish online celebrities: Roberto Carreras, Enrique Dans, Ana Nieto Churruca, Lasse Rouhiainen, Daniel Canomanuel, Tristán Elosegui

Today I attended a Social Media round table-session with spanish online business celebrities like Enrique Dans, Tristán Elosegui, Roberto Carreras, Daniel Canomanuel,  Lasse Rouhiain, and Daniel Canomanuel at IE Business School. The panel was moderated by Ana Nieto Churruca as an introduction to the presentation of her new book La Web en las Empresas 2.0 (Web in the Enterprises 2.0) produced together with Lasse Rouhiain.

Thanks to new technology, internet has penetrated already a major part of the population (for example: via smartphones) and this trend just keeps on growing. For now, it should be clear to most small, medium and larger enterprises, that Social Media is far beyond Facebook, Twitter, Linked-In or whatever what the end customer sees and uses to look, discover, review, share and/or purchase goods and services online. Companies need to be where their customers are, but the big question is how? and under which strategy? lead by who? As I commented on my Marketing 2.0 post, marketing fundamentals are still there and have become more important than ever! It is the channel, strategy and skills-set of marketers what have truly changed. Changed drastically! As Enrique Dans said regarding traditional Media Agencies “…I am watching how Media Agencies are just been faced with the new reality and making the same mistakes that the Telecom Industry and others did when their business model was disrupted…”

Social Media is more than just what end-consumer sees

The event was conducted in spanish, hence, I would like to share the most relevant insights about this event for non-spanish speakers and for those that could not attend the event. As the Social Media panel organizer of the 2nd edition of the IE Digital Forum next March 15th @ IE Business School, I am passionate about these topics and about how Marketing 2.0 has emerged that fast. It was only about 4 years ago, when I first directly interact with Marketing back at Siemens. Today for example, I was proud to see how Siemens has launched a creative campaign in Facebook called “/answers“. This is a great example on how multinationals are using Social Media channels wisely and professionally. For me, Siemens is providing a clear message that even the biggest b2b corporations can create innovative ways to connect with their communities.

In order of appearance:

Enrique Dans – Prof. at IE Business School – Blog:, Twitter: @edans (126k followers). To the question “Is he a celebrity?“, he clearly answered that even though he has tremendous 126k followers online he is by no means a celebrity. “No one in the streets stops me to ask for an autograph“. Enrique did became famous online after hard work and years of experience on the field. He has been blogging almost everyday the past 8 years! He quoted Woody Allen when saying that “success after 10 years of work comes overnight”, and that of course “luck” is part of the process as well. About the question regarding what is key element for enterprises in order to be successful with Social Media, he mentioned just one word: Empathy. It comes all about relationships and how companies interact with their customers. Companies should ask what can they offer to their community. Each community is different and each company has to figure it out by themselves. Uni-directional marketing belongs to the past! Its time for some real marketing.

Finally, during the Q&A session, Enrique brought a very interesting point regarding the ROI of social media. “It is tricky and please don’t make the fool mistake to try to ROI-ize Social Media campaigns to its full extend.” “Not everything that you do with technology is related to ROI”. “Try to find metrics that make sense and that will somehow convert to ROI in the long-term. So far it is still not clear exactly how it converts and nobody knows how to do it”.

Tristán Elosegui – Online Marketing Manager at Secuoyas – Blog:, Twitter: @tristanelosegui (6,8k followers). To the question “What are the common mistakes companies do with social networks”, Tristán gave a clear answer: 1. They use Social Media as they would use traditional media, 2. They lack of Marketing objectives and focus only on short-term sales. (Sales do come, but after there is trust! To enable trust, relationships have to be established first!). 3. They don’t allocate the resources required (People, money, time…STRATEGY!)

Roberto Carreras – Social media strategy strategist, Plan B – Blog:, Twitter: @RobertoCarreras (8.6k followers). Robert talked about the success of his Plan B project, which is a “Social music discography” concept where music is created by the people for the people. “Tech was always there, but before you needed to know how to program PHP and HTML to create content online. Now due that it is extremely easy to create content (any kind!), creating has hit mainstream”. In his blog, he mentions how Social Media is not only a new channel but also a new way of working!

Lasse Rouhiainen – Marketing 2.0 expert, Video Marketer – Blog:, Twitter: @lasseweb20 (11,2k followers). As a video expert, Lasse explained the importance of video marketing. “Videos are hardly replicable”. “Video marketing is a most in the marketing plan”. He mentioned 2 different types of videos: 1. The standard videos about products/services and 2. video from the people of the company like employees or the CEO. His experience showed that real employees have more impact on consumers. Finally, he said that it is important that small and medium enterprises (SME) should start to use more videos as a tool. SME are faster, flexible and can produce videos with fewer resources that could have greater impact.

Daniel Canomanuel – eCommerce Director of Telepizza – Blog:, Twitter: @Canomanuel (2k followers). Daniel, the only one representing a consumer good company talked first about the importance of Social Networks. In Spain, there are more than 13 million Facebook users alone! (35% from a 40 million population!) He also stated that customers are switching more and more to the online channel (thanks to technology!). Because he believes that companies have to be where their customers are, Telepizza is now present in all online channels: Web, Mobile Web, App (iPhone, Android, Blackberry) and even they have just launched a Facebook Store to buy pizza without leaving Facebook, and with 50% discount! They are also in Twitter, Tuenti (the spanish Facebook) and are experimenting with foursquare as well. Each channel with its own strategy. To one of the question of the audience on how did he implemented his strategy? Daniel mentioned that he first started with some experiments with support of 3rd parties. After seeing the potential of social networks, they decided to internalize the process. Because the web is broad and Telepizza’s strategy is to be present in all channels, they currently use a mix of internal and external resources.

Finally, Daniel brough an interesting topic when mentioning the new entrants like Groupon and how Google’s monopoly has ended. Telepizza has currently 75k fans en Facebook and overall around more than 150k loyal customers (followers) in all Social Networks. His advices: “Make the community more dynamic, cause fans don’t come alone”. “Social media strategy has to be clear”. “Be ready to listen good but also bad reviews”. “Measure, measure, measure performance”.

Disclaimer: it was quite of a challenge to listen in spanish and transcribe to english simultaneously. Please let me know if I have interpret or express any  translated quote from some of the speakers incorrectly.

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