2. Social Media #b2b
• Drives traffic to website, generates lead
• Can be more cost efficient than traditional marketing
• Audiences starting to expect it
• Extend your brand in new ways
• Even in B2B setting, the conversations are taking place
(with or without you)
3. • American Express — huge company with
huge social ambition
• Already owned a large piece of small
business market but...
• IDEA: If we help them grow, we’ll go too
• OPEN Forum: A platform to provide small
businesses with knowledge, tools,
networking and resources
4. • OPEN Forum: Both a blog and an online
community
• More than 1 million unique visitors
• More than 18,000 members
• Immeasurable thought leadership
5. • Supply chain management company
• Wanted to experiment with social media for new
business development
• Started safe on LinkedIn and Twitter ... evolved quickly
• Took on ambitious social community project
• Launched hysterical web video series
6.
7. • Online community has more than 6,200
members
• More than 60 hilarious videos
• 2.7x more website traffic
• 3.2x more leads
• Made supply chain management interesting
8. Social media for #CRE
• Industry has long used self-promotion as a sales/
marketing strategy
• Make relationships online -> Take conversation
offline
• Mix of social media tools bring brokers/companies
new business leads
9. CRE Brokers
• Duke Long (The Duke Long Agency) — Popular
blog is very content heavy, making it incredibly
searchable
• Barbi Reuter (PICOR) — Using blogging, LinkedIn,
Google+ and Twitter on behalf of her company
• Patrick Braswell (Scotland Wright Associates)
— Atlanta broker used SEO to become #1 search
result for “Atlanta Office Space”
10. • @WalmartLabs launches entrepreneurial contest
aimed at promoting small business
• Launches same day as “American Idol”
• An experiment with the idea that it could be
replicated with lessons learned
11. • “Get on the Shelf” goes viral
• Average of 55,000 votes per day
• 92,000 site visits daily during the contest
• Winners: Humankind bottled water, SnapIt
eyeglass repair kit, PlateTopper
12. • Correction tape not exciting... but this
campaign is
• During the back-to-school time,
Tipp-Ex wanted to make a splash
• “Rewrite the story”
• More than 19.6 million views, 51,000
subscribers, increase of 30% in sales
