Social Media in the B2B World

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Link building and social networking can be a challenge, especially in the B2B space. See how one B2B took a creative approach to start a conversation online. …

Link building and social networking can be a challenge, especially in the B2B space. See how one B2B took a creative approach to start a conversation online.

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  • 1. Social Media in the B2B World Case Study: A Creative Approach to Social Networking in the B2B Space
  • 2. The Challenge ● Building high quality, relevant inbound links are an important part of search engine rankings. ● Active participation in social media is becoming increasingly important for every business – both B2C and B2B. And it needs to be a two-way conversation. ● Link building and social networking can be a challenge, especially in the B2B space. ● How can you meet the challenge? See how one B2B took a creative approach to start a conversation online…
  • 3. An Introduction ● ID Wholesaler is the largest retailer of photo identification products, such as ID card printers, ID software, ID badge accessories, and more. ● They maintain an active blog and Twitter page, yet active customer engagement has proven to be a challenge. ● Their marketing team set out to answer this important question: “What content can we provide that will inspire people to talk and share socially, yet is relevant to our business?” ● After several brainstorming sessions, their team developed a contest-based marketing campaign: a Lanyard Design Contest.
  • 4. Campaign Details ● The Lanyard Design Contest was related to ID Wholesaler’s core business – lanyards are a common way to wear an ID badge. ● The 7-week-long campaign targeted artists who create custom, handmade ID badge lanyards – a new audience for ID Wholesaler – with cash prizes as the incentive. ● The winner of the contest was selected by a public vote. ● The contest was promoted on a contest website, Facebook, Twitter, and Pinterest pages. ● Contest entrants were compelled to share the contest with others to increase their votes and chance to win.
  • 5. The Website
  • 6. Results ● ID Wholesaler was thrilled with the participation, receiving 87 entries and over 7,450 public votes. ● Their Facebook page received over 900+ “likes” and provided a forum for open conversation and linking to the contest website. ● A number of contest entrants blogged about the contest and linked to the contest website to encourage their site visitors to vote. ● ID Wholesaler experienced a lift in non-paid traffic related to the target keyword “lanyard.” ● The excitement of winning a contest and receiving a cash prize started an online conversation. It provided the incentive for entrants to link to the website, post on Facebook, tweet on Twitter, pin lanyard images on Pinterest, etc.
  • 7. Lessons Learned ● Consider adding a contest to your marketing strategy. Contests have legs! Entrants are compelled to share the contest with others with little to no prompting. ● Be open to tapping into a new market or audience. If your current audience isn’t responding to social media efforts, try a new audience! ● Think outside of the box! Marketing campaigns do not always need to be directly related to your business and target customer. ● Know that B2B retailers can ignite conversation online – we just have to be creative!
  • 8. In Closing ● We hope this campaign inspires you to think outside the box when developing your social media and linkbuilding campaigns. ● Learn more about the Lanyard Design Contest by visiting the website: http://www.idwholesaler.com/lanyard-design-contest/ If your organization has photo ID needs, give ID Wholesaler a call! Save an extra $10 with coupon code SS1075 on any $75+ purchase! www.IDWholesaler.com | (800) 321-4405 | sales@IDWholesaler.com