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B2B marketing examples on LinkedIn and Facebook

B2B marketing examples on LinkedIn and Facebook

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B2B marketing examples on LinkedIn and Facebook

  1. 1. • @timfidgeon Case studies ADP = payroll and human resource management. • Goal = engaging followers through leadership. • Issues: – Pages for different business units. – Content = poor and infrequent.
  2. 2. • @timfidgeon Case studies Actions: 1. Take control of various pages. 2. Refresh main ADP Company Page. • Images. • Products and Services info. http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin_adp_case_study_us_en_130524.pdf
  3. 3. • @timfidgeon Case studies Actions: 3. Gather good content from… • Existing company sources – PR and research teams – Case studies, videos, research and news… • Related industry blogs. 4. Targeted status updates – From small businesses to global corporations.
  4. 4. • @timfidgeon Case studies Results for ADP Company Page (1 year): • Followers +100% (to 85,000) – Non-employee followers = 70% • Impressions increase from 300/month to 1.3 million/month. • LinkedIn = main social traffic source to ADP.com
  5. 5. • @timfidgeon Case studies Skillsoft = cloud-based learning solutions for enterprise, government, and education. • Goal = Generate leads with sponsored updates – Target = senior HR and learning officers in Fortune 500 companies. • Issue: – “We’re trying to fish with a spear vs. a net…targeting the right audience for our products and services”.
  6. 6. • @timfidgeon Case studies Actions: 1. Develop great content – Whitepapers, webinars, analyst reports… 2. Target audiences using Sponsored Updates. http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin-skillsoft-casestudy-june14.pdf
  7. 7. • @timfidgeon Case studies Results: • 30% conversion rate (from Sponsored Update leads). – 32% leads = Manager and above. • +225% Company Page followers.
  8. 8. • @timfidgeon Case studies • American Institute of CPAs = membership group. • Goal = build an online community for networking and sharing ideas. • Issues: – Raise awareness of group. – Encourage participation.
  9. 9. • @timfidgeon Case studies Actions: 1. Promote group’s with… • LinkedIn Display Ads. • Other social channels. • Newsletters. • Email signatures. 2. Create interest-specific subgroups. 3. Use group to share new resources (webinars and toolkits…) 4. Group = positioned as key benefit of membership. http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/LinkedIn_AICPACaseStudy2013.pdf
  10. 10. • @timfidgeon Case studies Results: • +40% group membership in 6 months. – 54,000 members. – 15% of entire AICPA membership. • LinkedIn = top driver of traffic to AICPA website.
  11. 11. • @timfidgeon Case studies Fine even more at… • http://business.linkedin.com/marketing-solutions/social-media-case-studies.html
  12. 12. • @timfidgeon Case studies Maersk – shipping company. Goals: • Brand awareness and engagement. • Market insight. • Employee satisfaction. Tactics: • Focus on stories from the business…
  13. 13. • @timfidgeon Case studies Results: • 150 brochure downloads for anti-freeze services. – Campaign featured shipping containers navigating frozen Baltic Sea. – Local sales people follow-up. https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achieving-great-results
  14. 14. • @timfidgeon Case studies Over 2 million fans. (15% = customers)
  15. 15. • @timfidgeon Case studies AGCO = agricultural machinery: • Goal = thought leadership for farmers and machinery dealers. • Insight = target audience were already sharing ‘machinery use’ clips on YouTube. https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achieving-great-results
  16. 16. • @timfidgeon Case studies Tactics: • Weekly tips. • Action photos of equipment. • Support dealers in creating and hosting content.
  17. 17. • @timfidgeon Case studies Over 200,000 likes.
  18. 18. • @timfidgeon Case studies Screwfix = building supplies. • Goals = awareness, engagement and special offers. • Tactics = humour. https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from- brands-achieving-great-results

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