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Showing posts with label b2b online marketing. Show all posts
Showing posts with label b2b online marketing. Show all posts

March 6, 2011

November 19, 2010

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

Cleaners & Disinfectants

Consultative Products & Services
Consulting Services
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.

June 18, 2010

Does Social Media Work for b2b Business

Unlike b2c ( business to consumer) where brands and business can connect to users directly through their mailbox , RSS feeds,Mobiles Applications , and Blogs..and push content to all kinds of users .A b2c enterprise knows that any users at some point or the other are a target audience.However a b2b business has a totally different reason of using the social media.. They need to create a though leadership across their industry to influence their prospects .

Most Brands that active across social media are aware of the biggest truth about their online users... Most users today do not trust brands and business.. Brands that have understood and accepted this simple fact have now realized that just like they have Brand Ambassadors .. they need to have strong influencer's across their social networks who can champion their cause and bring along with them more influencers...

A b2b business has a very specific target group who they need to influence...Its less about those cool monikers and more about though leadership ..

Meanwhile many business-to-business (B2B) companies have gotten turned on to the value of social media marketing and find it helpful for tasks like prospecting and lead generation. However for b2b business , Social Media should be ideally used more to establish your brand among your industry peers and make sure you are looked upon as the " Authority " on your vertical/

A study by lead generation solutions provider LeadForce1 examined the behavior of visitors to B2B Websites who had been directed to the sites from social media, including Facebook, Twitter, LinkedIn and Wikipedia. Visitors from the top social sites were generally uninterested in product or contact pages, suggesting they were not in the market for the company’s products or services.

Many b2b companies have used social media in a highly effective manner and has managed to establish their thought leadership and expertise across their business verticals and making sure that they have the top of the mind recall.In the B2B space its important that yur users see you as the Authority on your industry vertical.

Its essential to have subject-matter experts who are known authorities on their areas of expertise and across their industry .

According to e-marketer Linkedin and Wikipedia users were more likely to browse around company Websites before leaving. LinkedIn users, however, tended to be interested in “careers” pages, suggesting the business-oriented social network refers many job seekers. It was visitors from Wikipedia who were most likely to be carrying out product research.

A few examples are IBM which has its own social media network .. infoboom which focuses on the mid and small enterprise and provides a gateway for small and medium decision makers to interact with their fellow users and provides a platform to share their knowledge with their peers

Since 2007, AMEX OPEN has relied on its OPEN Forum to provide business advice and insight. The social site includes a blog with frequently updated content, and a large collection of videos that users can rate and share via other social networking channels. In the site’s “Idea Hub,” forum members can network with one another and with industry experts, as well as customize topics to their specific interests. recently conducted a study that evaluated Social Media activities of those in B2B and B2C. In its report, “2009 B2B Social Media Benchmarking Study,” found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C.Click here to see the complete report on how b2b and b2c business differs in their execution of social media activities..