B2B marketing examples on LinkedIn and Facebook

1. • @timfidgeon
Case studies
ADP = payroll and human resource management.
• Goal = engaging followers through leadership.
• Issues:
– Pages for different business units.
– Content = poor and infrequent.

2. • @timfidgeon
Case studies
Actions:
1. Take control of various
pages.
2. Refresh main ADP
Company Page.
• Images.
• Products and Services
info.
http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin_adp_case_study_us_en_130524.pdf

3. • @timfidgeon
Case studies
Actions:
3. Gather good content from…
• Existing company sources
– PR and research teams
– Case studies, videos,
research and news…
• Related industry blogs.
4. Targeted status updates
– From small businesses to
global corporations.

4. • @timfidgeon
Case studies
Results for ADP Company Page (1 year):
• Followers +100% (to 85,000)
– Non-employee followers = 70%
• Impressions increase from 300/month to 1.3
million/month.
• LinkedIn = main social traffic source to ADP.com

5. • @timfidgeon
Case studies
Skillsoft = cloud-based learning solutions for enterprise,
government, and education.
• Goal = Generate leads with sponsored updates
– Target = senior HR and learning officers in Fortune 500
companies.
• Issue:
– “We’re trying to fish with a spear vs. a net…targeting the right
audience for our products and services”.

6. • @timfidgeon
Case studies
Actions:
1. Develop great content
– Whitepapers,
webinars, analyst
reports…
2. Target audiences using
Sponsored Updates.
http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin-skillsoft-casestudy-june14.pdf

7. • @timfidgeon
Case studies
Results:
• 30% conversion rate (from Sponsored Update leads).
– 32% leads = Manager and above.
• +225% Company Page followers.

8. • @timfidgeon
Case studies
• American Institute of CPAs = membership group.
• Goal = build an online community for networking and
sharing ideas.
• Issues:
– Raise awareness of group.
– Encourage participation.

9. • @timfidgeon
Case studies
Actions:
1. Promote group’s with…
• LinkedIn Display Ads.
• Other social channels.
• Newsletters.
• Email signatures.
2. Create interest-specific
subgroups.
3. Use group to share new
resources (webinars and
toolkits…)
4. Group = positioned as key
benefit of membership.
http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/LinkedIn_AICPACaseStudy2013.pdf

10. • @timfidgeon
Case studies
Results:
• +40% group membership in 6 months.
– 54,000 members.
– 15% of entire AICPA membership.
• LinkedIn = top driver of traffic to AICPA website.

11. • @timfidgeon
Case studies
Fine even more at…
• http://business.linkedin.com/marketing-solutions/social-media-case-studies.html

12. • @timfidgeon
Case studies
Maersk – shipping company.
Goals:
• Brand awareness and engagement.
• Market insight.
• Employee satisfaction.
Tactics:
• Focus on stories from the business…

13. • @timfidgeon
Case studies
Results:
• 150 brochure downloads
for anti-freeze services.
– Campaign featured
shipping containers
navigating frozen
Baltic Sea.
– Local sales people
follow-up.
https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achieving-great-results

14. • @timfidgeon
Case studies
Over 2 million
fans. (15% =
customers)

15. • @timfidgeon
Case studies
AGCO = agricultural machinery:
• Goal = thought leadership for farmers and machinery
dealers.
• Insight = target audience were already sharing
‘machinery use’ clips on YouTube.
https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achieving-great-results

16. • @timfidgeon
Case studies
Tactics:
• Weekly tips.
• Action photos of equipment.
• Support dealers in creating and
hosting content.

17. • @timfidgeon
Case studies
Over 200,000 likes.

18. • @timfidgeon
Case studies
Screwfix = building supplies.
• Goals = awareness, engagement
and special offers.
• Tactics = humour.
https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-
brands-achieving-great-results