The document discusses 15 successful B2B social media campaigns that engage audiences. It provides details on the social networks used, number of followers, and what makes each campaign effective. The campaigns profiled utilize Twitter, YouTube, Facebook, Google+, Pinterest, LinkedIn and create relevant, visual content that builds communities and appeals to audience interests. The takeaways emphasize being funny, visual, consistent, timely and knowing the target audience.
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B2B Social marketing doesn't have to be boring: 15 campaigns that nail it
1. B2B SOCIAL MARKET ING DOESN’ T
HAVE TO BE BORING:
15 campaigns that nai l it
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
2. SOCIAL SPEC
Networks:
Featured network: Twitter
Twitter followers: 264k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
3. WHY IT WORKS
GE makes technical fun with social content that
engages people on a relevant and personal level.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
4. SOCIAL SPEC
Networks:
Featured network: Twitter
Twitter followers: 19k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
5. WHY IT WORKS
Sprinklr moves at the speed of social in a way that
makes sense, by posting about events in real time
and pairing graphics with stats for maximum impact.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
6. SOCIAL SPEC
Networks:
Featured network: YouTube
YouTube subscribers: 118k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
7. WHY IT WORKS
Boeing hones in on consumers’ interest in aviation to
get them engaged with playlists like “Stories of
Innovation” and catchy video headlines.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
8. SOCIAL SPEC
Networks:
Featured network: Facebook
Facebook Likes: 111k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
9. WHY IT WORKS
TI hosts Facebook contests that get people to interact
and generate product buzz. “What would you
connect?” got followers talking about a new product.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
10. SOCIAL SPEC
Networks:
Featured network: YouTube
YouTube subscribers: 782
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
11. WHY IT WORKS
Chesapeake Energy’s YouTube presence is both
entertaining and informative. Its strong community
focus shows off the people behind the brand.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
12. SOCIAL SPEC
Networks:
Featured network: Twitter
Twitter followers: 395k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
13. WHY IT WORKS
Dell shares a wide variety of content – text, graphics
and videos – to get more clicks. Plus, it has 60+
handles for fine-tuned News Feeds.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
14. SOCIAL SPEC
Networks:
Featured network: Twitter
Twitter followers: 4k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
15. WHY IT WORKS
Kapost puts out creative graphics that have a lot of
personality and shares content that speaks directly
to its target audience (marketers).
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
16. SOCIAL SPEC
Networks:
Featured network: Google+
Google+ followers: 76k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
17. WHY IT WORKS
Wacomharnesses the power of G+ with weekly Hangouts
about products, content that gives influencer shout outs and
GIFs about employees that add a (hilarious) human touch.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
18. SOCIAL SPEC
Networks:
Featured network: Pinterest
Pinterest followers: 41k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
19. WHY IT WORKS
Constant Contact’s Pinterest boards focus on the
“person,” not the “business,” such as: Marketing
Humor, Small Business Quotes and Holiday Marketing
Tips.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
20. SOCIAL SPEC
Networks:
Featured network: LinkedIn
LinkedIn followers: 127k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
21. WHY IT WORKS
Raytheon demonstrates its expertise by breaking
down the complex stuff into accessible conversations.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
22. SOCIAL SPEC
Networks:
Featured network: Twitter
Twitter followers: 16.2k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
23. WHY IT WORKS
Concur builds a strong Twitter community by
repurposing website content, and tweets are almost
always accompanied by images or videos.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
24. SOCIAL SPEC
Networks:
Featured network: YouTube
YouTube subscribers: 86k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
25. WHY IT WORKS
Cisco has a robust YouTube channel with consistent
video production. The categories are diverse and
clearly target different demographics to widen the
audience.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
26. SOCIAL SPEC
Networks:
Featured network: YouTube
Twitter followers: 19k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
27. WHY IT WORKS
Canva consistently makes and shares clever
graphics that compel viewers to click, and it backs
that interest up with helpful expert tips.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
28. SOCIAL SPEC
Networks:
Featured network: YouTube
Twitter followers: 5.4 million
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
29. WHY IT WORKS
Microsoft uses multiple handles to speak to its various
audiences, from tech geeks to college freshmen,
keeping it relevant to current and legacy customers.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
30. SOCIAL SPEC
Networks:
Featured network: LinkedIn
LinkedIn followers: 2k
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
31. WHY IT WORKS
WordStream takes smart risks with LinkedIn by
taking trendy topics and pairing them with valuable
tips that its audience wants.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040
32. THE TAKEAWAYS
Don’t be afraid to be funny.
Make social content relevant to the audience(s) you’re
targeting.
Diversify what you share and be visually interesting with
graphics and video.
Build a presence across networks.
Talk to people on a personal level, even if you’re
selling to the business.
Be consistent and timely - Fashionably late doesn’t
count on social media.
Get to know your audience and share things that
appeals to their interests.
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040