SocialMedia.orgVideo Case Studies

Sherri Maxson

B2B Social Case Study

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

June 19, 2013socialmedia.org/blogwell

Grainger B2B Social Case Study

Blogwell Presentation

June 2013

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

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”

Six Phases of Social Business Maturity Foundation in Place. Time to Deepen

our Relationships.

Source: Altimeter Group

CUSTOMER

COMPANY

• 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.

• +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.

ENGAGE!

Listen. Engage. Act.

service

prospects

customers employees

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

facebook.com/grainger linkedin.com/company/w.w.-grainger

twitter.com/grainger

youtube.com/grainger

Grainger Has a Presence on all the Social

Platforms.

Social Measurement has Many Forms.

Connect the Metrics to the Goals.

Exposure

Influence

Engagement

Action/Conversion

$

Rete

nti

on

/Lo

yalt

y

Visits, Views, Followers

Brand Mentions

SOV, Sentiment, Top

Influencer Report

Clicks, Retweets, Shares

@Replies, DMs, Wallposts

Content downloads,

Webinars, Lead Gen

Orders

TMT Test-Measure-Test

Moving Up

Awareness & Positive Sentiment Driven by

Amplifying Events and News.

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12 16 20 24 28

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Grainger Fastenal

Fortune Magazine’s 100

Best Companies to Work

For

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Grainger Fastenal McMaster

Grainger Show

January 2013

March 2013

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Grainger Fastenal

February 2013

Superbowl

Social article

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

Content That Works Drives Reach.

Engagement on Facebook.

Future

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

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

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

June 19, 2013socialmedia.org/blogwell