social media marketing best practice - b2c, b2b (2013)
DESCRIPTION
Air Asia, Starbucks, Maersk Lines, American Express, Cisco... These brands, in B2C or B2B, have powerful yet simple social media marketing strategies. Learn from these best practices with some ROI stats included for your benchmarksTRANSCRIPT
Social media marke-ng
Best prac*ces B2C, B2B July 2013
Air Asia A full-‐service social media strategy
• Main booking feature is on Facebook: each deal can reach the friends of each of their 1.9M fans
• CRM turns social: every case solved is seen publicly but other: Air Asia is a reac-ve brand
• CEO personal branding: Tony Fernandes gives the corporate culture by being ac-vely twee-ng
Starbucks Crowdsourcing to cut R&D costs
• More than 100K proposals from the community on new Products, Experience, and Involvement
• A gamifica-on-‐based plaQorm: top members get vouchers, prizes, exclusive rewards
• A mix of R&D, corporate social responsibility and community engagement
Maersk Line A B2B brand with millions of fans
• A first audit helped the brand to focus on 4 topics: communica-ons, customer service, sales and internal usage. Their targets were dispatched in four groups: Fans, customers, employees, experts
• 1M fans on Facebook and a strong sense of community, and the selec-on of an “all-‐star team” of employees to manage the page
Cisco Thought leadership in B2B through videos
• Several videos coming online every day from the various department of the company: Q&As, demo of products, event coverage
• Distribu-on on social media through Facebook, TwiZer, LinkedIn
• More than 5M views on Youtube and 33 000 subscribers + huge SEO/thought leadership win
American Express Empowering small businesses with a forum
• To serve its SMEs clients, Amex offers a popular networking & idea forum: Open Forum
• New content is provided every day: videos, experts posts, chats…
• 160 000 unique visitors in 2008, more than 1M today, and 300 000 fans on Facebook
