Air Asia, Starbucks, Maersk Lines, American Express, Cisco... These brands, in B2C or B2B, have powerful yet simple social media marketing strategies. Learn from these best practices with some ROI stats included for your benchmarks

1. Social
media
marke-ng
Best
prac*ces
B2C,
B2B
July
2013

2. Air
Asia
A
full-­‐service
social
media
strategy
• Main
booking
feature
is
on
Facebook:
each
deal
can
reach
the
friends
of
each
of
their
1.9M
fans
• CRM
turns
social:
every
case
solved
is
seen
publicly
but
other:
Air
Asia
is
a
reac-ve
brand
• CEO
personal
branding:
Tony
Fernandes
gives
the
corporate
culture
by
being
ac-vely
twee-ng

3. Starbucks
Crowdsourcing
to
cut
R&D
costs
• More
than
100K
proposals
from
the
community
on
new
Products,
Experience,
and
Involvement
• A
gamifica-on-­‐based
plaQorm:
top
members
get
vouchers,
prizes,
exclusive
rewards
• A
mix
of
R&D,
corporate
social
responsibility
and
community
engagement

4. Maersk
Line
A
B2B
brand
with
millions
of
fans
• A
first
audit
helped
the
brand
to
focus
on
4
topics:
communica-ons,
customer
service,
sales
and
internal
usage.
Their
targets
were
dispatched
in
four
groups:
Fans,
customers,
employees,
experts
• 1M
fans
on
Facebook
and
a
strong
sense
of
community,
and
the
selec-on
of
an
“all-­‐star
team”
of
employees
to
manage
the
page

5. Cisco
Thought
leadership
in
B2B
through
videos
• Several
videos
coming
online
every
day
from
the
various
department
of
the
company:
Q&As,
demo
of
products,
event
coverage
• Distribu-on
on
social
media
through
Facebook,
TwiZer,
LinkedIn
• More
than
5M
views
on
Youtube
and
33
000
subscribers
+
huge
SEO/thought
leadership
win

6. American
Express
Empowering
small
businesses
with
a
forum
• To
serve
its
SMEs
clients,
Amex
offers
a
popular
networking
&
idea
forum:
Open
Forum
• New
content
is
provided
every
day:
videos,
experts
posts,
chats…
• 160
000
unique
visitors
in
2008,
more
than
1M
today,
and
300
000
fans
on
Facebook

7. Thanks!
Mar-n
Pasquier,
Agence
Tesla
Mar-n.pasquier@agencetesla.com
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news
on
www.agencetesla.asia