b2b social marketing doesn't have to be boring: 15 campaigns that nail it
DESCRIPTION
Social media marketing isn't just for B2Cs. Here are a list of B2Bs taking full advantage of opportunities to connect with prospects and customers on social channels.TRANSCRIPT
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
B2B SOCIAL MARKETING DOESN’T HAVE TO BE BORING:
15 campaigns that nail it
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Networks:
SOCIAL SPEC
Twitter followers: 264k
Featured network: Twitter
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
GE makes technical fun with social content thatengages people on a relevant and personal level.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Networks:
SOCIAL SPEC
Twitter followers: 19k
Featured network: Twitter
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
Sprinklr moves at the speed of social in a way that makes sense, by posting about events in real time and pairing graphics with stats for maximum impact.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
YouTube subscribers: 118k
Networks:
SOCIAL SPEC
Featured network: YouTube
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
Boeing hones in on consumers’ interest in aviation to get them engaged with playlists like “Stories of Innovation” and catchy video headlines.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Facebook Likes: 111k
Networks:
SOCIAL SPEC
Featured network: Facebook
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
TI hosts Facebook contests that get people to interact and generate product buzz. “What would you connect?” got followers talking about a new product.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
YouTube subscribers: 782
Networks:
SOCIAL SPEC
Featured network: YouTube
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
Chesapeake Energy’s YouTube presence is both entertaining and informative. Its strong community focus shows off the people behind the brand.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Twitter followers: 395k
Networks:
SOCIAL SPEC
Featured network: Twitter
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Dell shares a wide variety of content – text, graphics and videos – to get more clicks. Plus, it has 60+ handles for fine-tuned News Feeds.
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Twitter followers: 4k
Networks:
SOCIAL SPEC
Featured network: Twitter
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Kapost puts out creative graphics that have a lot of personality and shares content that speaks directly to its target audience (marketers).
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Google+ followers: 76k
Networks:
SOCIAL SPEC
Featured network: Google+
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Wacom harnesses the power of G+ with weekly Hangouts about products, content that gives influencer shout outs and GIFs about employees that add a (hilarious) human touch.
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Pinterest followers: 41k
Networks:
SOCIAL SPEC
Featured network: Pinterest
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Constant Contact’s Pinterest boards focus on the “person,” not the “business,” such as: Marketing Humor, Small Business Quotes and Holiday Marketing Tips.
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Networks:
SOCIAL SPEC
Featured network: LinkedIn
LinkedIn followers: 127k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
Raytheon demonstrates its expertise by breaking down the complex stuff into accessible conversations.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Twitter followers: 16.2k
Networks:
SOCIAL SPEC
Featured network: Twitter
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
Concur builds a strong Twitter community by repurposing website content, and tweets are almost always accompanied by images or videos.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
YouTube subscribers: 86k
Networks:
SOCIAL SPEC
Featured network: YouTube
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS
Cisco has a robust YouTube channel with consistent video production. The categories are diverse and clearly target different demographics to widen the audience.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Twitter followers: 19k
Networks:
SOCIAL SPEC
Featured network: YouTube
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Canva consistently makes and shares clever graphics that compel viewers to click, and it backs that interest up with helpful expert tips.
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Twitter followers: 5.4 million
Networks:
SOCIAL SPEC
Featured network: YouTube
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Microsoft uses multiple handles to speak to its various audiences, from tech geeks to college freshmen, keeping it relevant to current and legacy customers.
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
Networks:
SOCIAL SPEC
Featured network: LinkedIn
LinkedIn followers: 2k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WordStream takes smart risks with LinkedIn by taking trendy topics and pairing them with valuable tips that its audience wants.
WHY IT WORKS
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
THE TAKEAWAYS
Don’t be afraid to be funny.
Make social content relevant to the audience(s) you’re targeting.
Diversify what you share and be visually interesting with graphics and video.
Build a presence across networks.
Talk to people on a personal level, even if you’re selling to the business.
Be consistent and timely - Fashionably late doesn’t count on social media.
Get to know your audience and share things that appeals to their interests.