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A B2B social media case study

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