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B2B SOCIAL MARKET ING DOESN’ T 
HAVE TO BE BORING: 
15 campaigns that nai l it 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Twitter 
Twitter followers: 264k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
GE makes technical fun with social content that 
engages people on a relevant and personal level. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Twitter 
Twitter followers: 19k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Sprinklr moves at the speed of social in a way that 
makes sense, by posting about events in real time 
and pairing graphics with stats for maximum impact. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: YouTube 
YouTube subscribers: 118k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Boeing hones in on consumers’ interest in aviation to 
get them engaged with playlists like “Stories of 
Innovation” and catchy video headlines. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Facebook 
Facebook Likes: 111k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
TI hosts Facebook contests that get people to interact 
and generate product buzz. “What would you 
connect?” got followers talking about a new product. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: YouTube 
YouTube subscribers: 782 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Chesapeake Energy’s YouTube presence is both 
entertaining and informative. Its strong community 
focus shows off the people behind the brand. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Twitter 
Twitter followers: 395k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Dell shares a wide variety of content – text, graphics 
and videos – to get more clicks. Plus, it has 60+ 
handles for fine-tuned News Feeds. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Twitter 
Twitter followers: 4k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Kapost puts out creative graphics that have a lot of 
personality and shares content that speaks directly 
to its target audience (marketers). 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Google+ 
Google+ followers: 76k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Wacomharnesses the power of G+ with weekly Hangouts 
about products, content that gives influencer shout outs and 
GIFs about employees that add a (hilarious) human touch. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Pinterest 
Pinterest followers: 41k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Constant Contact’s Pinterest boards focus on the 
“person,” not the “business,” such as: Marketing 
Humor, Small Business Quotes and Holiday Marketing 
Tips. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: LinkedIn 
LinkedIn followers: 127k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Raytheon demonstrates its expertise by breaking 
down the complex stuff into accessible conversations. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: Twitter 
Twitter followers: 16.2k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Concur builds a strong Twitter community by 
repurposing website content, and tweets are almost 
always accompanied by images or videos. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: YouTube 
YouTube subscribers: 86k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Cisco has a robust YouTube channel with consistent 
video production. The categories are diverse and 
clearly target different demographics to widen the 
audience. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: YouTube 
Twitter followers: 19k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Canva consistently makes and shares clever 
graphics that compel viewers to click, and it backs 
that interest up with helpful expert tips. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: YouTube 
Twitter followers: 5.4 million 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
Microsoft uses multiple handles to speak to its various 
audiences, from tech geeks to college freshmen, 
keeping it relevant to current and legacy customers. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
SOCIAL SPEC 
Networks: 
Featured network: LinkedIn 
LinkedIn followers: 2k 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
WHY IT WORKS 
WordStream takes smart risks with LinkedIn by 
taking trendy topics and pairing them with valuable 
tips that its audience wants. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
THE TAKEAWAYS 
Don’t be afraid to be funny. 
Make social content relevant to the audience(s) you’re 
targeting. 
Diversify what you share and be visually interesting with 
graphics and video. 
Build a presence across networks. 
Talk to people on a personal level, even if you’re 
selling to the business. 
Be consistent and timely - Fashionably late doesn’t 
count on social media. 
Get to know your audience and share things that 
appeals to their interests. 
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040

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B2B Social marketing doesn't have to be boring: 15 campaigns that nail it

  • 1. B2B SOCIAL MARKET ING DOESN’ T HAVE TO BE BORING: 15 campaigns that nai l it One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 2. SOCIAL SPEC Networks: Featured network: Twitter Twitter followers: 264k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 3. WHY IT WORKS GE makes technical fun with social content that engages people on a relevant and personal level. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 4. SOCIAL SPEC Networks: Featured network: Twitter Twitter followers: 19k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 5. WHY IT WORKS Sprinklr moves at the speed of social in a way that makes sense, by posting about events in real time and pairing graphics with stats for maximum impact. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 6. SOCIAL SPEC Networks: Featured network: YouTube YouTube subscribers: 118k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 7. WHY IT WORKS Boeing hones in on consumers’ interest in aviation to get them engaged with playlists like “Stories of Innovation” and catchy video headlines. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 8. SOCIAL SPEC Networks: Featured network: Facebook Facebook Likes: 111k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 9. WHY IT WORKS TI hosts Facebook contests that get people to interact and generate product buzz. “What would you connect?” got followers talking about a new product. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 10. SOCIAL SPEC Networks: Featured network: YouTube YouTube subscribers: 782 One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 11. WHY IT WORKS Chesapeake Energy’s YouTube presence is both entertaining and informative. Its strong community focus shows off the people behind the brand. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 12. SOCIAL SPEC Networks: Featured network: Twitter Twitter followers: 395k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 13. WHY IT WORKS Dell shares a wide variety of content – text, graphics and videos – to get more clicks. Plus, it has 60+ handles for fine-tuned News Feeds. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 14. SOCIAL SPEC Networks: Featured network: Twitter Twitter followers: 4k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 15. WHY IT WORKS Kapost puts out creative graphics that have a lot of personality and shares content that speaks directly to its target audience (marketers). One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 16. SOCIAL SPEC Networks: Featured network: Google+ Google+ followers: 76k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 17. WHY IT WORKS Wacomharnesses the power of G+ with weekly Hangouts about products, content that gives influencer shout outs and GIFs about employees that add a (hilarious) human touch. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 18. SOCIAL SPEC Networks: Featured network: Pinterest Pinterest followers: 41k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 19. WHY IT WORKS Constant Contact’s Pinterest boards focus on the “person,” not the “business,” such as: Marketing Humor, Small Business Quotes and Holiday Marketing Tips. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 20. SOCIAL SPEC Networks: Featured network: LinkedIn LinkedIn followers: 127k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 21. WHY IT WORKS Raytheon demonstrates its expertise by breaking down the complex stuff into accessible conversations. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 22. SOCIAL SPEC Networks: Featured network: Twitter Twitter followers: 16.2k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 23. WHY IT WORKS Concur builds a strong Twitter community by repurposing website content, and tweets are almost always accompanied by images or videos. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 24. SOCIAL SPEC Networks: Featured network: YouTube YouTube subscribers: 86k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 25. WHY IT WORKS Cisco has a robust YouTube channel with consistent video production. The categories are diverse and clearly target different demographics to widen the audience. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 26. SOCIAL SPEC Networks: Featured network: YouTube Twitter followers: 19k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 27. WHY IT WORKS Canva consistently makes and shares clever graphics that compel viewers to click, and it backs that interest up with helpful expert tips. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 28. SOCIAL SPEC Networks: Featured network: YouTube Twitter followers: 5.4 million One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 29. WHY IT WORKS Microsoft uses multiple handles to speak to its various audiences, from tech geeks to college freshmen, keeping it relevant to current and legacy customers. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 30. SOCIAL SPEC Networks: Featured network: LinkedIn LinkedIn followers: 2k One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 31. WHY IT WORKS WordStream takes smart risks with LinkedIn by taking trendy topics and pairing them with valuable tips that its audience wants. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
  • 32. THE TAKEAWAYS Don’t be afraid to be funny. Make social content relevant to the audience(s) you’re targeting. Diversify what you share and be visually interesting with graphics and video. Build a presence across networks. Talk to people on a personal level, even if you’re selling to the business. Be consistent and timely - Fashionably late doesn’t count on social media. Get to know your audience and share things that appeals to their interests. One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040