b2b Social Media Case Study

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b2b Social Media Case Study

  1. 1. b2b social media -a case studycolleen heubaum - winnow consulting@cheubaumgrant boudon - sol marketing concepts@grantboudon
  2. 2. the project client: large software company in Pacific Northwest product: “Emerald Door” - computing platform diverse audience disruptive technology & business model goal: educate and participate in new space build awareness around new product foster community of early adopters monitor sentiment - defend against negative
  3. 3. the challengeinternal different business units too many online assets little experience in social mediaexternal hype & terminology entrenchment social media adoption
  4. 4. the approach
  5. 5. Comparison: July 2010 Dec 2010 %#4 Followers 3,430 7,034 +105% Lists 359 707 +97% Retweets 444 1,290 +191%* Links Clicked 2,964 9,405 +217%* the results: twitter
  6. 6. what worked - what didn’tlistening different programs WW/USparticipating toolsconsistency announcement visibilityconsolidation event support - “tweetups”coordinationrock-star internal SMEs
  7. 7. lessons voicelearned is tricky know your consistencyaudience(s) is key you don’t need explosive growth
  8. 8. what’s next tiered launch support multimedia - podcasts and YouTube empowering the field with social media

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