An review of successful social media campaign in a B2B context.

1. SOCIAL MEDIA IN A
BUSINESS-TO-BUSINESS CONTEXT
Examples and recommendations
Robin Young
robin.young@firstpointcommunications.com

2. SOCIAL MEDIA INTRODUCTION

3. Social media is everywhere
If Facebook were a country, it
would have twice the U.S.
population
Social Media has overtaken porn
as the #1 Web activity
Over Facebook 1 billion users
92% of children in the US have a
digital footprint/shadow

4. Source: MEDIAVIS10N

5. Source: MEDIAVIS10N

6. Everyone is on social media
In 2005 it was
just an under-
30s thing.
Since 2010, the
majority of
internet users,
in all age groups
up to 64, use
social media.

7. Source: Leverage New Age Media

8. SOCIAL MEDIA STATISTICS

12. 12
USA CANADA UK AUSTRALIA
N°1 FACEBOOK 42% FACEBOOK 47% FACEBOOK 43% FACEBOOK 40%
N°2 FB MESS 20% TWITTER 23% FB MESS 23% FB MESS 18%
N°3 TWITTER 19% FB MESS 19% TWITTER 19% TWITTER 14%
N°4 PINTEREST 17% PINTEREST 16% WHATSAPP 18% GOOGLE+ 13%
N°5 GOOGLE+ 14% GOOGLE+ 15% GOOGLE+ 12% INSTAGRAM 10%
N°6 INSTAGRAM 13% INSTAGRAM 12% LINKEDIN 9% PINTEREST 10%
N°7 LINKEDIN 11% LINKEDIN 12% PINTEREST 9% LINKEDIN 9%
N°8 TUMBLR 8% TUMBL’R 8% INSTAGRAM 8% WHATSAPP 8%
N°9 SNAPCHAT 7% SNAPCHAT 7% SNAPCHAT 6% TUMBLR 6%
Source: We Are Social 2014
FRANCE GERMANY
FACEBOOK 32% FACEBOOK
28%
GOOGLE + 10% WHATSAPP
26%
TWITTER 9% FB MESS 15%
FB MESS 7% TWITTER 7%
LINKEDIN 5% GOOGLE + 7%
COPAINS
D’AVANT 4% SHAZAM 4%
INSTAGRAM 4% INSTAGRAM 4%
BADOO 3% LINKEDIN 4%
VIADEO 3% TUMBLR 4%

13. 13
MEXICO ARGENTINA
UNITED
ARAB
EMIRATES
SAUDI
ARABIA
N°1 WHATSAPP 28% WHATSAPP 44% WHATSAPP 49% WHATSAPP 22%
N°2 FACEBOOK 26% FACEBOOK 35% FB MESS 43% FACEBOOK 21%
N°3 FB MESS 24% FB MESS 32% FACEBOOK 39% TWITTER 19%
N°4 GOOGLE+ 17% GOOGLE+ 21% GOOGLE+ 27% GOOGLE + 15%
N°5 TWITTER 15% TWITTER 16% TWITTER 27% FB MESS 13%
N°6 INSTAGRAM 9% LINKEDIN 9% LINKEDIN 24% INSTAGRAM 13%
N°7 PINTEREST 8% INSTAGRAM 9% VIBER 22% PINTEREST 10%
N°8 LINKEDIN 8% PINTEREST 7% PINTEREST 21% LINKEDIN 10%
N°9 LINE 6% BADOO 7% INSTAGRAM 18% BADOO 8%
Source: We Are Social 2014

14. 14
CHINA HONG KONG JAPAN SOUTH
KOREA
N°1 WECHAT 30% WHATSAPP 41% TWITTER 16% KAKAO TALK 39%
N°2 SINA WEIBO 25% FACEBOOK 33% FACEBOOK 13% FACEBOOK 26%
N°3 QZONE 25% FB MESS 23% MIXI 4% FB MESS 17%
N°4 TENCENT WEIBO 21% WECHAT 23% LINE 3% TWITTER 13%
N°5 YOUKU 19% LINE 14% GOOGLE+ 2% LINE 9%
N°6 TUDOU 15% GOOGLE+ 12% SKYPE 2% GOOGLE+ 8%
N°7 RENREN 12% INSTAGRAM 11% MOBAGE 1% PINTEREST 7%
N°8 GOOGLE+ 10% TWITTER 10% GREE 1% INSTAGRAM 6%
N°9 FACEBOOK 9% SINA WEIBO 6% INSTAGRAM 1% LINKEDIN 6%
Source: We Are Social 2014

15. MAJOR EVENTS VIA SOCIAL MEDIA

16. The most retweeted tweet
During the Academy Awards, host Ellen DeGeneres pulled
together Oscar winners, nominees and other celebrities
to take a “selfie.” She challenged viewers to make it the
most shared tweet of all time. It didn’t take long for that
to happen.
Within hours, the tweet had eclipsed the previous record
holder, a tweet sent by Barack Obama’s account after he
won re-election in 2012. The Oscar selfie has been
retweeted more than 3.3 million times – more than four
times as many as the Election Night tweet.
After the Academy Awards, the WSJ published a story
revealing that while the “selfie” felt spontaneous, it
wasn’t completely unplanned. Sources said Samsung, a
sponsor, had negotiated to have its Galaxy smartphone
integrated into the show.

17. #WorldCup2014
The World Cup was the biggest sports
story of 2014 on both Twitter and
Facebook.
Twitter users sent 618,725 tweets per
minute when Germany defeated Argentina
to win the championship – the largest
peak Twitter measured this year.
This celebratory tweet was sent by
German player Lukas Podolski.

18. #blackout

19. #JeSuisCharlie
http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map

20. A SELECTION OF OTHER WAYS FOR
BRANDS TO GET NOTICED

21. Instagram
Fedex
Maersk Line
Mailchimp

23. Facebook

24. GROUP DISCUSSION
What do you think are some of the key points that make social media
marketing campaigns successful?

25. SOCIAL MEDIA FOR BUSINESS

27. Social media means business
• Every second 2 new members join LinkedIn
• 53% of people on Twitter recommend products in their tweets
• 93% of marketers use social media for business
• A majority of UK businesses (64%) are using social media as a marketing
tool
– for brand awareness (83%),
– to encourage social sharing (56%)
– to gain trust and followers (55%).

28. Social media is a serious business
Social media provides
opportunities for B2B
organizations to identify leads, to
increase brand awareness, to
sustain and develop relationships,
to enter new markets and to
innovate products and business
processes.

29. Quotes from the marketing world
• “We don’t have a choice on whether we DO social media, the
question is how well we DO it.”
• “We will no longer search for products and services, they will
find us via social media.”
• “Social Media isn’t a fad, it’s a fundamental shift in the way
we communicate.”
Erik Qualman

30. EXAMPLES OF TOOLS

32. SlideShare from Degrémont

33. Pinterest from GE

34. Flipboard from Veolia Water Tech

35. Videos of aerial site visits from GE

36. Sponsored LinkedIn updates from Dell

37. GE on Tumblr

38. #LivingCircular and Vine from Veolia

39. GROUP DISCUSSION
What do you think are the major differences between this business to
business approach and the mainstream social media examples we saw
previously?

40. For GE, social media success isn’t measured in sales, but rather in awareness and affinity.
The challenge GE faces is making primarily-B2B products and services, such as jet engines
and big data sensors, relatable to consumers.
By championing science and innovation in general, the brand is able to change their public
perception from “makers of appliances” to “thought-leaders in advanced technology.”
GE’s social media objectives are to improve GE's relevancy and humanize the brand through
positive consumer engagement.
The brand’s strategy is to create engaging content each day, feature innovative user-
generated campaigns each month, and experiment with exciting new emerging platforms
year-round.
Feedback from GE

41. From "Lessons in Science" on Facebook to "Badass Machines" on Pinterest, GE combines
lightweight science and technology-related content with stimulating visuals to stand out
from the crowd.
To celebrate the world’s first 3D Printing Day and own social media conversation around 3D
printing, GE assembled a team of 10 influencers from a variety of industries and paired them
with CAD artists to design a suite of 3D-printed holiday gifts.
GE was one of the first brands to share content on Vine, launching just one day after the
platform was made available to the public.
GE was also one of the exclusive launch partners for Tapestry, creating an interactive
slideshow that took users through blueprints showing how GE jet engines work.
The brand partnered with the popular mobile game Dots to introduce a new game mode to
support GE’s #GravityDay campaign.
Feedback from GE

42. CMO Beth Comstock
”We get 30 percent extra value for every dollar spent.”
"I think social media has played a big part because it makes us relevant in a lot
of new ways,”
“The business strategy has had more focus, and social media has helped
channel it.”
"Make big data small and have fun with it,"
"Sometimes you might want to connect with 4 million people. But sometimes
maybe you really only want 4,000...or 400. It's about getting it right with the
right audience."
Some quotes from interviews with GE

43. What else we can learn from these
examples?
• People prefer to connect with other people to find
information, share experiences and form social bonds
• Currently brands are concentrating not on sales, but on
awareness and building an image of trustworthiness and
experience
• These brands need to engage and interest people beyond the
B2B target group

44. What changes are coming?
• B2B Brands need to move on from image building to develop
“social CRM” and “social selling”
– LinkedIn has enormous potential for this
• Companies need to quantify the ROI of social media
– GE says it gets 30% better returns through “content marketing”
• Brands need to become thought-leaders in their sectors

45. WORKING GROUPS
DEVELOP YOUR SOCIAL MEDIA PLAN FOR YOUR COMPANY

46. Planning B2B social media
Understand your brand positioning. Know where the brand sits to know in which
environment it is most comfortable and credible.
Decide on the best platform for your business. Let your business strategies and
goals guide your decision. The platform must be aligned with the brand strategies.
Identify your objectives. Decide what you intend to accomplish with each social
media platform. Having a presence on a platform because “everyone is on it” is not
a good reason.
Create your plan. Set realistic plans and expectations.
Monitor your results. Identify the most meaningful metrics to track.
Evaluate at the end of each month and make the necessary adjustments in your
plan to bring you closer to your goals.

47. CEOS AND SOCIAL MEDIA

48. Are CEOs interested and involved?
Only 69% of
CEOs who
have
Twitter
accounts
are actually
tweeting.
Source: CEO.com

49. If CEOs
are active,
it is on
LinkedIn.
Are CEOs interested and involved?
Source: CEO.com

50. Are CEOs interested and involved?
Source: CEO.com

51. Source: GROOVE Digital Marketing

52. Source: GROOVE Digital Marketing

53. Source: GROOVE Digital Marketing

54. Source: GROOVE Digital Marketing

55. Source: GROOVE Digital Marketing

56. Source: GROOVE Digital Marketing

58. Robin Young
robin.young@firstpointcommunications.com
firstpointcommunications.com
@FirstPointMktg