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August 16, 2010

DuPont Social Media Case Study :The 5 Lessons





How do you manage to create a b2b social media strategy if you sell any of the following products

Additives & Modifiers

Fluoropolymer Additives
Polymer Modifiers
Adhesives & Binders
Polymer Adhesives

Building & Construction Materials, Maintenance Supplies

Carpet & Flooring Products
Safety Glass Interlayers
Sandblasting Materials
Surfacing Materials & Installation Products
Weatherization Systems


Chemicals
Cleaners & Disinfectants
Fluorochemicals
Lubricants
Monomers


Consultative Products & Services
Consulting Services
Environmental
Safety Products & Consulting Services

DuPont 's social media case study is a classic example of how to leverage social media for creating brand awareness in the b2b marketplace.

In 2007, DuPont launched five videos on eight web blogs in a marketing program designed to increase share of voice for DuPont on the Internet and to introduce DuPont science to a younger, wired and online generation. The videos were made specifically for online audiences looking for stories told through video which are different and interesting. Tapping into over 40 years of video archival footage, each video showcases how science from DuPont helps to protect people and how innovations developed by DuPont enhance people’s lives. The blogs offered a mix of general and targeted interest audiences. Blogs were selected for this project because they reach a devoted, targeted audience and their audiences tend to talk to others about their interests, encouraging word of mouth.

The campaign delivered on three key objectives: (1) increasing awareness for DuPont science, (2) increasing positive sentiment for DuPont and (3) creating stories sufficiently compelling to generate word of mouth. The DuPont Science Stories campaign was one of three national finalists for the Online Media Marketing and Advertising (OMMA) Best Campaign in Social Media Award 2007.

Fiery race-car crashes, exploding oil refineries, policemen shot in the chest at point-blank range -- these are just some of DuPont's new social-media tools. Fearing that it's losing touch with young professionals who don't read traditional media, the chemical giant developed a social-media strategy anchored in viral video. Digging into its archive, it pulled out some of its most spectacular product test and demonstration footage. And this became the core of a series of three-minute programs hosted by video blogger Amanda Congdon and distributed widely across online video sites.

Some of the key lessons which DoPont social media case study illustrates are

1)Simplify your product 's to suit social media audience :

2)Your product maybe niche.. social media channels are the same

3) Do not benchmark yourself to your vertical .. benchmark against the best practices across b2b and b2c

4) Optimize the use the social media channels to match consumption patterns of your target users

5)For a b2b product its creative more than execution that counts

In a post launch survey of video viewers, 93% indicated that they learned something viewing the videos. This was huge win for the program, as 85% of the content in the videos was unique to DuPont.

The program was launched on a series of blogs and resulted in 6,000 visits to the DuPont site where the videos are hosted. The average visitor remained for 8 minutes, which is a long time on a site. This means the average viewer watched at least three of the videos. That is a great response, which is also measured by 50,000 video streams.