„Case Study Corus“ (Marc Keating, Head of Digital, IAS b2b BBN, UK) http://www.wob.ag/ueberuns/brand_afternoon

1. Corus – Social media case study
wob brand afternoon

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
Beat the wolf
Corus Colors Integrated Campaign

4. 4Business Development Plan for Munier-BBN - Next Steps - English Version

5. New build

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
We would like some ads please
Property owners,
landlords, property
management companies
Architects Contractors Property developers

8. 8

9. 9
Social media research

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
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
From fireworks

13. 13
From fireworks

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
Step 1
Step 3
Step 2

16. 16
Blog & social media integration

17. 17
Corus TV

18. 18
Interactive features

19. 19
Social media channels
YouTube
LinkedIn
Blog
Twitter

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
Twitter

22. 22
Twitter

23. 23
Blog
 9 blogs produced
 620 blog views
 64 click throughs (10% click thru rate)
 ‘Flat roof’ blog most read

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
Profiles
Links to other
campaign Web
sites and channels
Wordpress blog
feed pulled into site
Keyword optimised
profiles

26. 26
Profiles
Groups that Dave
has joined and is
posting within

27. 27
Group discussions

28. 28
Influencers

29. 29
Search optimisation and pay per click (PPC)

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
Analytics and management tools

32. 32
Follow up campaign

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
BMA awards “Award of excellence”

35. questions?