Think Marketing Blog

Social Media for Business? Yes, indeed-ia.

Posted by on 06/12 at 01:22 PM

Just this week, 2 CEOs separately told me they weren’t sure how they could use social media for business - they knew their kids used it, but how could their business benefit from Facebook? There are lots of reasons I could give – the least of which, if you can’t wrap your head around it, is that it helps with your Search Engine results. So, there’s that – and that’s a no brainer! What business doesn’t want better results in the Search Engines?! But beyond that, there are tons of benefits and success stories from companies succeeding with social media in many different ways. Here are a couple examples:

1. Communications Provider Listens to Conversations

Avaya, a global communications provider in Basking Ridge, N.J., has created an advanced listening tool with Twitter. Using third party tools the company tracks mentions of its brand name and has automated alerts for dozens of keywords for products and competitors, said Paul Dunay, Avaya’s global managing director of services and social marketing.

Usage & Results: Avaya looks for sales leads and opportunities to replace competitors. One day, a company posted about its quest for a new phone system. Mr. Dunay replied, introduced himself and offered to put this person in touch with an Avaya strategic consultant. “Within 13 days, we were able to convert that one tweet into a $250,000 sale,” he said.The company also follows up to 2,500 Twitter postings a week, often from clients with technical issues, he said. “If we see those, we’re on them in 15 or 20 minutes,” Mr. Dunay said. “That’s providing killer support and customer delight.”

Social Media Links: www.twitter.com/avaya www.avayablog.com

2. Steel Building Manufacturer Builds Relationships with Customers and Finds New Verticals

In a recent interview Michelle Wickum, director of marketing for the Norfolk, VA SteelMaster discussed their social media program. Like many businesses SteelMaster was initially reluctant to use social media.“It’s steel buildings,” explains Michelle Wickum, director of marketing for the Norfolk, VA company. “How is that going to tie to Facebook? It doesn’t make a lot of sense, but when we looked at the growth in Facebook and social media, we felt we had to get our arms around it.”

Usage & Results: The company ended up finding two ways that Facebook worked for them. First of all, it allowed customers to post pictures of their buildings which demonstrated to prospects the various ways SteelMaster buildings can be used. Secondly, their exposure on Twitter and Facebook created demand in new verticals where there was little traction before. Chicken farmers and woodworkers saw the pictures of SteelMaster buildings and became interested in the product.

Social Media Links: www.twitter.com/SteelMasterUSA www.facebook.com/SteelMasterBuildings www.youtube.com/SteelMasterBuilding www.flickr.com/photos/steelmastersteelbuildings www.steelmasterusa.com/blog

3. Dry-Erase Paint Company Sees the Impact in Website Traffic

Idea Paint, a company that sells paint that turns surfaces into dry-erase boards, recently shared how they utilize social media throughout its sales and marketing process. Marcus Wilson, Idea Paint’s head of marketing, stated in an interview that their integrated social media marketing program provides the company a level of customer intimacy and global reach and that was unheard of 10 years ago.

Usage & Results: The company blog, where employees publish videos, images and stories of product installations, is the hub of Idea Paint’s social media activity. The company uses Twitter and Facebook to share content published on the blog — then to listen to, respond to, and interact with the community that content engages. Now, social media is one of the company’s leading sources of website traffic and still growing. Meanwhile, the company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow an order of magnitude in Q2.

Social Media Links: www.twitter.com/ideapaint www.facebook.com/IdeaPaint www.youtube.com/ideapaint www.flickr.com/photos/ideapaint/ www.ideapaint.com/blog/

4. Paper Company Uses Twitter for Lead-Generation

The marketing team at Neenah Paper, a manufacturer of high-quality paper products, had to find a new to reach potential customers because the traditional phone conversations and in-person meetings weren’t delivering results. Jamie Saunders, Neenah’s marketing communications manager, noted that most of the company’s potential customers — designers, graphic artists and printers — were spending their time in front of their computers, and that social media could be a way to better engage them. Jamie says these sales reps are finding that social media is simply a more effective way of engaging with their prospects. “It’s an invitation to have a conversation. You’re getting permission to have a conversation — a conversation that used to happen in person.”

Usage & Results: The company decided to try social media. Even though it started in the marketing department — the sales team benefitted! They use Twitter for prospecting and lead nurturing. Now they have 10 sales representatives nationally using their personal Twitter accounts on behalf of Neenah to close new business.

Social Media Links: www.twitter.com/NeenahPaper www.facebook.com/pages/Alpharetta-GA/Neenah-Paper/57797851697 www.neenahpaperblog.com

Source References:

1 - http://www.nytimes.com/2010/05/27/business/smallbusiness/27sbiz.html?ref=marketing

2-4 - http://mashable.com/2010/05/21/surprising-social-media-business-success/

Thank you. Post more examples when you have them, please - these were great, Erin.

Posted by on 06/12 at 02:27 PM

Simon - I’ll send some to you! Also, I correct myself - 3 CEOs told me they didn’t understand how to use social media. And, to his benefit, one entrepreneur told me he exclusively uses Facebook for business - throughout the day. Impressive!

Posted by Erin on 06/12 at 02:32 PM