Social Media B2B

One of the best things about writing posts on Social Media B2B is learning the ways different organizations approach incorporating social media into their business practices. Today’s example is another interesting case of working to drive value and improve customer interaction through social media and simple Web site design.

Amadeus is the leading provider of information technology solutions for the travel and tourism industry. Basically airlines, travel agents, and hotels use the Amadeus infrastructure to help operate their ticketing systems. So while Amadeus may be a technology company, its end users and purchasers are not.

At First Glance:
Amadeus has focused on using social media tools on its corporate site and has begun to expand and use external tools such as Twitter. A look at the image of the Amadeus homepage, pictured above, shows that Amadeus has made it a priority to distribute information through online channels.

RSS is available on the home page as a way for media to subscribe to news releases and media announcements. However, Amadeus goes far beyond just RSS with its knowledge page, a featured component of the homepage.

Tools Driven By Strategy

In the case of Amadeus, it seems like their social media strategy has an internal champion, which is a key success factor for any marketing campaign. A quick look at their blog page shows the Twitter activity of Philip Martin, the head of marketing at Amadeus. They have a lot of activity including blogs, podcasts, Twitter feeds and polls.

However, what I think is powerful about what they are doing is not all of the social media stuff, but the content marketing that the social media tools facilitate.

It is clear by looking at the topics and focus of the content being shared in their blogs that Amadeus has a focused content marketing strategy. Their industry thought leadership revolves around a few top level issues, and they are using social media channels to drive this perception and influence. This approach is effective long tail social media marketing strategy. Their content will drive traffic and awareness back to their web properties through search engines and social networks, as well as other forms of online communication.

How Can They Improve?
From my overview of their social media strategy Amadeus is off to a good start. I would like to see more content of all types continue to be published from their site. Additionally, I would love to see more of their staff members engage with influencers and customers on networks outside of their own site.

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