©Copyright 2010 Falls Communications Lincoln Electric A B2B social media case study April 16, 2010
<ul><li>Lincoln Electric  </li></ul><ul><li>World’s leading manufacturer of welding equipment, consumables and technology ...
<ul><li>Lincoln Electric  </li></ul><ul><li>Social media presence: Facebook, Twitter, YouTube, Flickr </li></ul><ul><li>So...
<ul><li>Phase 1 </li></ul><ul><li>Establish Lincoln’s presence on the most heavily used social media platforms </li></ul><...
<ul><li>Facebook </li></ul><ul><li>Created summer 2009 </li></ul><ul><li>2,900 fans </li></ul><ul><li>Daily posting, inter...
<ul><li>Twitter </li></ul><ul><li>Created late spring 2009 </li></ul><ul><li>1,046 followers </li></ul><ul><li>2-6 posts a...
<ul><li>YouTube </li></ul><ul><li>Created fall 2009 </li></ul><ul><li>290 subscribers </li></ul><ul><li>16,000+ channel vi...
<ul><li>Phase 2 </li></ul><ul><li>Continue to build social media communities with which Lincoln can actively engage target...
Questions/Discussion
A B2B social media case study
Upcoming SlideShare
Loading in...5
×

A B2B social media case study

914

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
914
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

A B2B social media case study

  1. 1. ©Copyright 2010 Falls Communications Lincoln Electric A B2B social media case study April 16, 2010
  2. 2. <ul><li>Lincoln Electric </li></ul><ul><li>World’s leading manufacturer of welding equipment, consumables and technology </li></ul><ul><li>Key industries: offshore, pipeline, structural steel, heavy fabrication, home hobbyists, automotive enthusiasts </li></ul><ul><li>Key audience members: CEOs, engineers, production managers, welders, educators, students, welding enthusiasts </li></ul>
  3. 3. <ul><li>Lincoln Electric </li></ul><ul><li>Social media presence: Facebook, Twitter, YouTube, Flickr </li></ul><ul><li>Social media allows Lincoln to: </li></ul><ul><ul><li>Proactively build brand awareness and a community of engaged participants </li></ul></ul><ul><ul><li>Become a destination for industry news and position the company as an expert in the industry and relevant topics </li></ul></ul><ul><ul><li>Interact with and respond to reporters from trade magazines and business publications </li></ul></ul><ul><ul><li>Respond to customer inquiries and provide feedback in real time </li></ul></ul><ul><ul><li>Promote upcoming events, new product launches, special product offers, incentives </li></ul></ul>
  4. 4. <ul><li>Phase 1 </li></ul><ul><li>Establish Lincoln’s presence on the most heavily used social media platforms </li></ul><ul><li>Begin to build robust online communities </li></ul><ul><li>Engage in proactive conversations with customers, prospects, media, trade associations, welding students, technical schools and more </li></ul><ul><li>Provide content that is educational, engaging and relevant </li></ul>
  5. 5. <ul><li>Facebook </li></ul><ul><li>Created summer 2009 </li></ul><ul><li>2,900 fans </li></ul><ul><li>Daily posting, interacting </li></ul><ul><li>Company news </li></ul><ul><li>Industry insight </li></ul><ul><li>Fan photos </li></ul><ul><li>Welding projects </li></ul><ul><li>Promotions to increase number of fans </li></ul><ul><li>International fan base </li></ul><ul><li>Fan interaction </li></ul>
  6. 6. <ul><li>Twitter </li></ul><ul><li>Created late spring 2009 </li></ul><ul><li>1,046 followers </li></ul><ul><li>2-6 posts a day </li></ul><ul><li>Conversational </li></ul><ul><li>Fun, interesting industry news </li></ul><ul><li>Company news </li></ul><ul><li>Welding projects </li></ul><ul><li>Promotions </li></ul><ul><li>Trade show promotion </li></ul><ul><li>Interaction with reporters, educators, trade associations </li></ul>
  7. 7. <ul><li>YouTube </li></ul><ul><li>Created fall 2009 </li></ul><ul><li>290 subscribers </li></ul><ul><li>16,000+ channel views </li></ul><ul><li>Product videos </li></ul><ul><li>How-to videos </li></ul><ul><li>Show videos </li></ul><ul><li>Video customer case studies </li></ul><ul><li>Price Is Right </li></ul>
  8. 8. <ul><li>Phase 2 </li></ul><ul><li>Continue to build social media communities with which Lincoln can actively engage target audiences </li></ul><ul><li>Continue to increase number of fans, followers, videos and overall interactions with audiences </li></ul><ul><li>Identify and implement best practices for commercialization and ways to provide opportunity for income (i.e., Twitter- or Facebook-only promotions, contests, incentives, discounts) </li></ul><ul><li>Continue participation in other social media platforms (i.e., podcasts, internally generated online news site, such as blogs similar to Joe Welder and Carmen Electrode, wikis, forums) </li></ul>
  9. 9. Questions/Discussion
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×