This is an overview of a case study conducted by the B2B company, Avanade, using Twitter and YouTube to connect with their costumers. http://www.b2bmarketing.net/knowledgebank/social-media-marketing/case-studies/case-study-askavanade-avanade-waggener-edstrom

1. Avanade and Twitter
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Kelsey Marsh
Roosevelt University
BADM 104 Social Media and Business
December 3, 2014

2. Avanade is a business technology
and management service company;
aimed at helping customers to
realize results, through
improvements made through
performance, productivity, and
sales.
The Situation

3.  Avanade wanted to create a more intimate and
innovative way to connect with their
customers.
 The need to integrate social media customer
interactions into customer relationship
management strategies.
 This campaign was conducted in 2011
The Situation

4.  Constructing a concept that linked Avanade’s
digital activity with their “on the show floor”
activity
 Hook interests by involving consumers in the
campaign as it happens
 Showcase social customer relationship
management
Strategizing

5.  #AskAvanade
Action

6.  Using Twitter to connect with their customers
and enticing them with #askavanade
 Using the questions from #askavanade and
answering them with YouTube videos- giving
the company more time and space to answer
and explain thoroughly.
 Answers recorded, linked to Twitter, and to
person that asked the question being answered
Action

7.  CRM (customer relationship management)
project/programme managers
 CMOs/CEOs/CIOs
 Strategic planners
 Customer experience/intelligence heads
 Customer service and support executives
 Customer solutions technology specialists
 IT managers
 Business analysts and consultants
Targeted

8.  25 sales leads
 Total coverage circulation: 2,427,741
 YouTube: 1086 views of 35 videos (within two
days!)
 Twitter: 32,976 reached via 116 tweets – total
exposure of 105,345 over two days.
Results

9.  Increases in interest: doubling of visits to their
website, three times more web sales enquiries,
and triple the volume of direct calls.
 Client, Pamela Maynard, “#askavanade
delivered the fastest ROI from marketing spend
this year.”
Results

10.  Here are some examples of questions/videos:
Results

11. Results

12. Results

13.  PR driven – the combination of Twitter and
YouTube promoted their company and CRM
 Easy and efficient way to follow up on a sales
lead
 Optimized searching content for company
 Another conference with same campaign
happened in 2012
The Take Away