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BlogWell Chicago Social Media Case Study: Grainger, presented by Sherri Maxson
 

BlogWell Chicago Social Media Case Study: Grainger, presented by Sherri Maxson

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In her BlogWell Chicago presentation, Grainger's Social Business Leader, Sherri Maxson, talks about how they are utilizing social media as a BtoB brand. ...

In her BlogWell Chicago presentation, Grainger's Social Business Leader, Sherri Maxson, talks about how they are utilizing social media as a BtoB brand.

She shares some of their key tactics in their social strategy for getting to know their audience and finding the right platforms to engage on.

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http://www.damniwish.com 821
http://wordofmouth.org 327
http://feedly.com 70
http://feedreader.com 16
http://www.damniwish.com. 13
http://smorg.wpengine.com 12
http://socialmedia.org 10
http://newsblur.com 9
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http://digg.com 6
http://cloud.feedly.com 6
http://reader.aol.com 5
http://fundesco.net 4
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    BlogWell Chicago Social Media Case Study: Grainger, presented by Sherri Maxson BlogWell Chicago Social Media Case Study: Grainger, presented by Sherri Maxson Presentation Transcript

    • SocialMedia.org Video Case Studies Sherri Maxson B2B Social Case Study This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
    • Grainger B2B Social Case Study Blogwell Presentation June 2013
    • Who is Grainger?  Fortune 500  +4,500 suppliers  1 Million products  2.0 million customers  +21,000 team members  Fortune Top 100 Best Places to Work  Fortune’s “Most Admired Companies” North America's leading broad line supplier of maintenance, repair and operating (MRO) products with expanding global operations
    • Is B2B Really That Different Than B2C? “The purpose of business is to create a customer” ~ Peter Drucker The new social paradigm: “The purpose of a social business is to create a customer who creates a customer”
    • Six Phases of Social Business MaturityFoundation in Place. Time to Deepen our Relationships. Source: Altimeter Group
    • CUSTOMER COMPANY
    • • Relationships Matter • Customers are asking: • Know me • Know my business • Make me look like a hero • Do not be ‘faceless’ • 60% of decision made before they ‘meet’ us First: Know What Your Customers Want.
    • • +50% use social for business • 80% of future customers engage in social • Focus on You Tube, FB, LinkedIn and blogs/forums • 41%have used YouTube for Product Demonstrations • 24% use social networks to View and Share Product Information Second: Know Where Your Customers Are.
    • ENGAGE!
    • Listen. Engage. Act. service prospects customersemployees
    • GRAINGER’S MISSION: Humanize Grainger; Connect with Customers & Prospects; World Class Multi-channel Experience Objective #4 Drive quantifiable business impact Objective #3 Effective customer service Objective #2 Mitigate & manage reputational risk Objective #1 Increase SOV and brand awareness While maintaining positive brand sentiment & advocacy
    • facebook.com/grainger linkedin.com/company/w.w.-grainger twitter.com/grainger youtube.com/grainger Grainger Has a Presence on all the Social Platforms.
    • Social Measurement has Many Forms. Connect the Metrics to the Goals. Exposure Influence Engagement Action/Conversion $ Retention/Loyalty Visits, Views, Followers Brand Mentions SOV, Sentiment, Top Influencer Report Clicks, Retweets, Shares @Replies, DMs, Wallposts Content downloads, Webinars, Lead Gen Orders
    • TMT Test-Measure-Test
    • Moving Up Awareness & Positive Sentiment Driven by Amplifying Events and News. 0 4 8 12 16 20 24 28 Mentions Grainger Fastenal Fortune Magazine’s 100 Best Companies to Work For 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 3/1/2013 3/2/2013 3/3/2013 3/4/2013 3/5/2013 3/6/2013 3/7/2013 3/8/2013 3/9/2013 3/10/2013 3/11/2013 3/12/2013 3/13/2013 3/14/2013 3/15/2013 3/16/2013 3/17/2013 3/18/2013 3/19/2013 3/20/2013 3/21/2013 3/22/2013 3/23/2013 3/24/2013 3/25/2013 3/26/2013 3/27/2013 3/28/2013 3/29/2013 3/30/2013 3/31/2013 Mentions Grainger Fastenal McMaster Grainger Show January 2013 March 2013 0 1 2 3 4 5 6 7 8 Mentions Grainger Fastenal February 2013 Superbowl Social article
    • Large Events Drive Significant Engagement & SOV.  Community Growth:  FB +11%, Twitter +17%  Content Amplification:  2.8 Million Impressions  #GraingerShow reached 114,733 accounts  4,518 video views and 4,654 minutes watched
    • Content That Works Drives Reach. Engagement on Facebook.
    • Future
    • We’ve Only Just Begun. The Future is Bright! Listening: Key to understanding Influencers: Build relationships Content: More Engagement and more ThoughtLeadership Customer Service: Multi-channel experience
    • Contact Sherri Maxson Twitter: @smaxson eMail: sherri.maxson@grainger.com Grainger Social Facebook: facebook.com/grainger Twitter: @grainger YouTube: youtube.com/grainger eMail: SocialTeam@grainger.com
    • Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell