UK B2B social media case studies

B2B social media case studies
UK examples

Bringing together best practice
There is a real dearth of social media case studies when it comes to business to business. The scarcity is even more profound when you are looking for examples from UK companies.
This document is a work in progress and has been designed to be shared and updated.
The hope is that collating best practice examples will help B2B organisations establish benchmarks and create proof cases.
If you think we have missed a great case study, then please drop a comment on our blog at:
http://blog.immediatefuture.co.uk/b2b-social-media-case-studies

Dell – Trade Secrets campaign
Through the use of Facebook and Twitter, Dell has developed its Trade Secrets campaign creating conversations with small businesses as well as promoting its latest product – the Dell Vostro 130
The campaign focuses on the idea of first impressions. Dell developed a dedicated app on its Facebook page, ‘Dell for Business,’ and encourages tweets using the hashtag #TradeSecret for Dell customers to share their secrets to making a good first impression. There have been more than 1500 contributions to the Trade Secrets programme as of April
Alongside this, Dell is building relations with key influencers and asking them to join the programme to share their thoughts
- Multiple platforms used
- Aimed at SMEs
- Generating buzz and creating conversations
http://www.facebook.com/DellBusiness
#TradeSecrets

BT - Trade Space
In 2007, BT created Tradespace – a social networking site dedicated to SMEs as a place for them to network with potential business partners and promote their own product/services
The site has more than 350,000 business profiles of which 40% are new customers to BT
There is a strong and active community; businesses can add news upload content; and book appointments
Tradespace also has a presence on Twitter with over 3,600 followers
Engages in dialogue with customers
Aimed at SMEs
Community site
http://www.bttradespace.com/
http://twitter.com/#!/bttradespace

FTAdviser – Canary Towers
Canary Towers is the FTAdviser’s online community that is designed specifically for finance professionals.
The online platform encourages conversation between members through the forums and blog section of the website.
Site users can engage with online content by commenting on and recommending articles, take part in forum discussions and access and contribute to a number of blogs run by industry experts.
Community site
Aimed at independent financial advisers
No communication from FT, only members
http://www.ftadviser.com/community

Virgin Media – Pioneers
The Virgin Media Pioneers campaign was set up to bring together young people and business professionals. The campaign encourages young people to share their ideas and seek advice and guidance from business professionals.
The website is filled with rich, shareable content and creates a space for conversation. Virgin Media Pioneers uses Facebook and Twitter to update its fans and followers with the latest news from the project.
Multi-platform campaign
Community site
Aimed at business professionals and young people
http://www.virginmediapioneers.com/

Avanade- #askavanade
Avanade, the business technology specialists, created an online video campaign called #askavanade
The campaign launched at the Gartner CRM event where attendees were encouraged to ask Avanade a questions on Twitter using the #askavanade hashtag. Avanade reordered the answers and posted them on YouTube – creating rich, shareable content
#askavanade was designed to increase awareness of the brands at events, but has also been used to meet different business objectives.
Encourages conversation on Twitter
Generates shareable content
Aimed at tech professionals
http://www.youtube.com/user/AvanadeUK
http://twitter.com/avanadeuk

HP – Business Answers
HP has established a dedicated LinkedIn group for its small business customers. The group acts as a discussion forum for SMEs to ask questions and get tips and advice from others
This is accompanied by the HPBizAnswers Twitter profile that features the latest news, advice and guidance relevant to its small business customers. Customer service queries are also responded to on Twitter
Aimed at SMEs
Engages in conversation with customers
http://www.linkedin.com/groups/HP-Business-Answers
http://twitter.com/HPBizAnswers

Microsoft – SmallBiz
To support its small business customers, Microsoft set up a brand presence on both Facebook and Twitter as a space for its customers to communicate with Microsoft and have access to the latest news and advice
This is supported by a dedicated SmallBiz website from Microsoft that hosts an online community, support and resource centre
Aimed at SMEs
Generate shareable content
http://www.facebook.com/MicrosoftSmallBizUK
http://twitter.com/#!/MicrosoftSB
http://www.youtube.com/user/MicrosoftSB

So Renewable - SO Energy RoundTable
So Renewable set up a dedicated Twitter profile for live chat roundtables between energy professionals and enthusiasts on Twitter to debate the future of renewable energy
A hashtag was created for the discussion, #RenEn11 and participants were encouraged to tweet their thoughts, views and questions using this hashtag to be included in the debate
This proved to be a great way of virtually bringing together key people in the renewable energy space to discuss issues
Engages in conversation
Encourages dialogue on Twitter
Aimed at energy professionals and groups
http://twitter.com/EnergyPanel

Doctors.net – Patient Safety First campaign
Doctors.net implemented a seven month practical learning based campaign in conjunction with Patient Safety First to encourage changes to be made to working practices
Doctors.net, the largest active network for doctor and nurses in the UK, produced content on the network including downloadable resources, video content, case studies, blogs, forums and news. The content is only available to view by members on the network
Doctors and nurses can be a hard group to engage with, but Doctors.net used targeted and specific information to generate buzz and conversation among its audience
Aimed at doctors and nurses
Closed community
Downloadable and shareable content
http://about.doctors.net.uk/Home

RICS – Royal Institute of Chartered Surveyors
The Royal Institute of Chartered Surveyors (RICS) has developed an online community for its members supported by social media profiles on all the major channels.
A discussion forum and blog section have been created on the main RICS website where RICS members and other property professionals can discuss industry matters
This is accompanied by a presence on Twitter, Facebook, LinkedIn, Flickr and YouTube. The dedicated LinkedIn group is a discussion platform. Twitter and Facebook are used as news and information services by the RICS . Flickr and YouTube are used as content sharing tools
Aimed at RICS members and property professionals
Presence on major social networking sites
Shareable content
http://www.rics.org/community http://www.facebook.com/ricssurveyors
http://twitter.com/#!/RICSsurveyors http://www.youtube.com/user/ricsmediacentre
http://www.linkedin.com/groups?about=&gid=88902&trk=anet_ug_grppro
http://www.flickr.com/photos/ricssurveyors/collections

Psion – Ingenuity Working
Psion set up a dedicated community, Ingenuity Working, aimed at technology professionals and its customers. Its focus is knowledge sharing
The sites host blogs and discussion forums as well as downloadable resources and support
Psion also has a number of social media platforms alongside this on the main social networking sites including Twitter, Facebook and LinkedIn. Psion also shares content through its YouTube channel
Creates conversation between technology professionals
Use of social media platforms alongside communities
Downloadable resources available on website and shareable content on YouTube
http://community.psion.com/
http://www.facebook.com/PsionLive
http://twitter.com/#!/psionlive
http://www.youtube.com/psionlive
http://www.linkedin.com/company/psion

immediate future is an independent social media consultancy.
We help our clients become a more social business. We work together to embed social media into the very heart of their strategy; supporting resource with managed services, we enable them to harness the power of online communities and we protect their hard earned online reputation.
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E: info@immediatefuture.co.uk
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UK B2B social media case studies

by immediate future on Jun 15, 2011

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