social media for b2b and banking - case study
DESCRIPTION
thirdocean inc has worked with B2B and banking clients in the past year. Here are some insights that was part of a presentation conducted in April 2013 for Wickware.TRANSCRIPT
Independent business owners and consultantsTechnology companiesStartupsEducationEnterprise TruckingNon-profit
Purpose was never likes, shares, or followers
Goal was inbound traffic and business leads. We became free to focus on
connecting with people and building relationships.
With a small budget we had to figure out a way to connect from day one.
No budget for Facebook or Google Ads.
Concerns
No budget for extra stuff: Facebook or Google Ads or apps and
creative.
How do we get through the noise? Everyone is shouting on social
media so how do we stand out?
Do we create Campaigns vs Focus on Ongoing engagement?
● Launch event focused on Toronto's technology community● Matt Hartley from Financial Post was moderator● attendees included business owners and technologists● used this event to launch Blog, Twitter and Facebook● 65 attendees and a list of local influencers we could
immediately network on social
60% of traffic to webpal.net a result of direct traffic to blog.
● importance of Google Analytics & how people are find you● stay focused on keyword optimization
@webpaldotnet - prime tool to share, research, and connect with potential clients and partners
● hashtags such as #Cloud #healthIT, #edutech, and specific event #hashtags like #hostingcon
● contributed to 15% of traffic to web● contributed to 20% of conversions
Too Cool For SchoolCredit Card acquisition and usage
● 8400 people participated in the online campaign● 118 people shared the campaign on Facebook● 503 people on Facebook participated
Why social media is integral to businesses?
● Communications● Insights● Product development● Sales and marketing● Community● Branding● Social SEO
Crisis Communications:
● Usually "owned" by PR.● However, social media ALWAYS inherits crisis because the
channels are always open.● What's the truth? Own up to the truth and admit mistakes. Then
aim to make things right.● Royal Bank example of not owning up to it right away.
