wob brand afternoon 12 - B2B 2.0

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„Case Study Corus“ (Marc Keating, Head of Digital, IAS b2b BBN, UK)

http://www.wob.ag/ueberuns/brand_afternoon

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wob brand afternoon 12 - B2B 2.0

  1. 1. Corus – Social media case study wob brand afternoon
  2. 2. 2 About me  Head of Digital at IAS B2B Marketing (project lead – BOSS)  Involved with Web marketing since 1996  Social media junkie:  Blog (http://marckeating.posterous.com/)  Twitter (http://twitter.com/MarcKeating)  Flickr (http://www.flickr.com/people/keatster/)  LinkedIn (http://uk.linkedin.com/in/marckeating)  YouTube (http://www.youtube.com/user/marckeating)
  3. 3. 3 Beat the wolf Corus Colors Integrated Campaign
  4. 4. 4Business Development Plan for Munier-BBN - Next Steps - English Version
  5. 5. New build
  6. 6. Refurbishment  Refurbishment projects are too small to be listed within Glenigan  No sales and marketing database (property owners, landlords, property management companies)  No awareness in the market for Refurbishment
  7. 7. 7 We would like some ads please Property owners, landlords, property management companies Architects Contractors Property developers
  8. 8. 8
  9. 9. 9 Social media research
  10. 10. 10 Research Over 8k members within “facilities management” Over 11k members within the “property management” Key target prospects active within Twitter and YouTube
  11. 11. 11 Contact strategy SMPR News room Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures Corus Colors group MD profile property groups LinkedIn strategyTwitter strategySlideshare strategyYouTube strategy Staff profiles Target customers SMPR Press targets and social media cloud http://www.beatthewolf.com Property targets Comment tracking on key journalsCorus Colors Web site SEO PPC Trade ads E-mail Wordpress Blog Text ads LinkedIn Architects and main contractors only Architects and main contractors only
  12. 12. 12 From fireworks
  13. 13. 13 From fireworks
  14. 14. 14 Campaign site  View by business goal  Segmented entry points  Integration of social streams including Twitter, Blogs and YouTube video  150+ pages of content  Targeted user journeys  3,538 - Visits  8,906 – Page views Business Development Plan for Munier-BBN - Next Steps - English Version
  15. 15. 15 Step 1 Step 3 Step 2
  16. 16. 16 Blog & social media integration
  17. 17. 17 Corus TV
  18. 18. 18 Interactive features
  19. 19. 19 Social media channels YouTube LinkedIn Blog Twitter
  20. 20. 20Business Development Plan for Munier-BBN - Next Steps - English Version Twitter  82 tweets posted over course of campaign  425 click throughs  5 clicks per tweet - CTR of 4%  Received 2 twitter listings  123 followers on twitter (Building surveyors, architects, contractors, property developers, property advisors, HSE, asbestos organisations, building media, journalists)  Following 97 people on twitter
  21. 21. 21 Twitter
  22. 22. 22 Twitter
  23. 23. 23 Blog  9 blogs produced  620 blog views  64 click throughs (10% click thru rate)  ‘Flat roof’ blog most read
  24. 24. 24 LinkedIn  4 LinkedIn profiles created  ‘Corus Refurbishment Group’ created  Joined 16 key groups  Started 64 discussions across LinkedIn  Received a total of 27 comments across 8 groups  Engagement of 42%
  25. 25. 25 Profiles Links to other campaign Web sites and channels Wordpress blog feed pulled into site Keyword optimised profiles
  26. 26. 26 Profiles Groups that Dave has joined and is posting within
  27. 27. 27 Group discussions
  28. 28. 28 Influencers
  29. 29. 29 Search optimisation and pay per click (PPC)
  30. 30. 30 Segmented e-mail  4 x segmented emails (Architects, Main Contractors, Sub-contractors, Building Surveyors)  E-mail 1 stats:  Total 4,303 contacts targeted  Reached 3,778 (delivered)  791 opened (20.9%)  159 clicked thru (4.2%)  Average time on site: 00:02:38
  31. 31. 31 Analytics and management tools
  32. 32. 32 Follow up campaign
  33. 33. 33 Key learning's  Content is key and can also be the biggest barrier  The client has to get internal buy in and build a support team  Have a plan for dealing with comments (positive and negative)  Don’t expect results overnight  Don’t let the bonfire go out!
  34. 34. 34 BMA awards “Award of excellence”
  35. 35. questions?

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