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BlogWell Chicago Social Media Case Study: Grainger, presented by Sherri Maxson

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In her BlogWell Chicago presentation, Grainger's Social Business Leader, Sherri Maxson, talks about how they are utilizing social media as a BtoB brand.

She shares some of their key tactics in their social strategy for getting to know their audience and finding the right platforms to engage on.

Published in: Business, Technology
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BlogWell Chicago Social Media Case Study: Grainger, presented by Sherri Maxson

  1. 1. SocialMedia.org Video Case Studies Sherri Maxson B2B Social Case Study This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
  2. 2. Grainger B2B Social Case Study Blogwell Presentation June 2013
  3. 3. Who is Grainger?  Fortune 500  +4,500 suppliers  1 Million products  2.0 million customers  +21,000 team members  Fortune Top 100 Best Places to Work  Fortune’s “Most Admired Companies” North America's leading broad line supplier of maintenance, repair and operating (MRO) products with expanding global operations
  4. 4. Is B2B Really That Different Than B2C? “The purpose of business is to create a customer” ~ Peter Drucker The new social paradigm: “The purpose of a social business is to create a customer who creates a customer”
  5. 5. Six Phases of Social Business MaturityFoundation in Place. Time to Deepen our Relationships. Source: Altimeter Group
  6. 6. CUSTOMER COMPANY
  7. 7. • Relationships Matter • Customers are asking: • Know me • Know my business • Make me look like a hero • Do not be ‘faceless’ • 60% of decision made before they ‘meet’ us First: Know What Your Customers Want.
  8. 8. • +50% use social for business • 80% of future customers engage in social • Focus on You Tube, FB, LinkedIn and blogs/forums • 41%have used YouTube for Product Demonstrations • 24% use social networks to View and Share Product Information Second: Know Where Your Customers Are.
  9. 9. ENGAGE!
  10. 10. Listen. Engage. Act. service prospects customersemployees
  11. 11. GRAINGER’S MISSION: Humanize Grainger; Connect with Customers & Prospects; World Class Multi-channel Experience Objective #4 Drive quantifiable business impact Objective #3 Effective customer service Objective #2 Mitigate & manage reputational risk Objective #1 Increase SOV and brand awareness While maintaining positive brand sentiment & advocacy
  12. 12. facebook.com/grainger linkedin.com/company/w.w.-grainger twitter.com/grainger youtube.com/grainger Grainger Has a Presence on all the Social Platforms.
  13. 13. Social Measurement has Many Forms. Connect the Metrics to the Goals. Exposure Influence Engagement Action/Conversion $ Retention/Loyalty Visits, Views, Followers Brand Mentions SOV, Sentiment, Top Influencer Report Clicks, Retweets, Shares @Replies, DMs, Wallposts Content downloads, Webinars, Lead Gen Orders
  14. 14. TMT Test-Measure-Test
  15. 15. Moving Up Awareness & Positive Sentiment Driven by Amplifying Events and News. 0 4 8 12 16 20 24 28 Mentions Grainger Fastenal Fortune Magazine’s 100 Best Companies to Work For 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 3/1/2013 3/2/2013 3/3/2013 3/4/2013 3/5/2013 3/6/2013 3/7/2013 3/8/2013 3/9/2013 3/10/2013 3/11/2013 3/12/2013 3/13/2013 3/14/2013 3/15/2013 3/16/2013 3/17/2013 3/18/2013 3/19/2013 3/20/2013 3/21/2013 3/22/2013 3/23/2013 3/24/2013 3/25/2013 3/26/2013 3/27/2013 3/28/2013 3/29/2013 3/30/2013 3/31/2013 Mentions Grainger Fastenal McMaster Grainger Show January 2013 March 2013 0 1 2 3 4 5 6 7 8 Mentions Grainger Fastenal February 2013 Superbowl Social article
  16. 16. Large Events Drive Significant Engagement & SOV.  Community Growth:  FB +11%, Twitter +17%  Content Amplification:  2.8 Million Impressions  #GraingerShow reached 114,733 accounts  4,518 video views and 4,654 minutes watched
  17. 17. Content That Works Drives Reach. Engagement on Facebook.
  18. 18. Future
  19. 19. We’ve Only Just Begun. The Future is Bright! Listening: Key to understanding Influencers: Build relationships Content: More Engagement and more ThoughtLeadership Customer Service: Multi-channel experience
  20. 20. Contact Sherri Maxson Twitter: @smaxson eMail: sherri.maxson@grainger.com Grainger Social Facebook: facebook.com/grainger Twitter: @grainger YouTube: youtube.com/grainger eMail: SocialTeam@grainger.com
  21. 21. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell

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