wob brand afternoon 12 - b2b 2.0
DESCRIPTION
„Case Study Corus“ (Marc Keating, Head of Digital, IAS b2b BBN, UK) http://www.wob.ag/ueberuns/brand_afternoonTRANSCRIPT
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Corus – Social media case study
wob brand afternoon
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About me
Head of Digital at IAS B2B Marketing (project lead – BOSS)
Involved with Web marketing since 1996
Social media junkie: Blog (http://marckeating.posterous.com/)
Twitter (http://twitter.com/MarcKeating)
Flickr (http://www.flickr.com/people/keatster/)
LinkedIn (http://uk.linkedin.com/in/marckeating)
YouTube (http://www.youtube.com/user/marckeating)
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Beat the wolfCorus Colors Integrated Campaign
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4Business Development Plan for Munier-BBN - Next Steps - English Version
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New build
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Refurbishment Refurbishment projects are too small to be listed within Glenigan
No sales and marketing database (property owners, landlords, property management companies)
No awareness in the market for Refurbishment
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We would like some ads please
Property owners, landlords, property
management companies
Architects Contractors Property developers
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Social media research
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Research Over 8k members
within “facilities
management”
Over 11k members within the “property
management”
Key target prospects
active within Twitter and YouTube
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Contact strategy
SMPRNews room
Web TV, Podcasts, FAQ’s, Ask the expert, Samples, 3D examples, Downloads, Brochures
Corus Colorsgroup
MD profile
property groups
LinkedIn strategyTwitter strategySlideshare strategyYouTube strategy
Staff profiles
Target customers
SMPR
Press targets and social media cloud
http://www.beatthewolf.com
Propertytargets
Comment tracking on key journalsCorus Colors Web site
SEO
PPC
Trade ads
Wordpress Blog
Text adsLinkedIn
Architects and main contractors only
Architects and main contractors only
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From fireworks
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From fireworks
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Campaign site
View by business goal
Segmented entry points
Integration of social streams including Twitter, Blogs and YouTube video
150+ pages of content
Targeted user journeys
3,538 - Visits
8,906 – Page views
Business Development Plan for Munier-BBN - Next Steps - English Version
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Step 1
Step 3
Step 2
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Blog & social media integration
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Corus TV
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Interactive features
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Social media channels
YouTube
Blog
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20Business Development Plan for Munier-BBN - Next Steps - English Version
82 tweets posted over course of campaign
425 click throughs
5 clicks per tweet - CTR of 4%
Received 2 twitter listings
123 followers on twitter (Building surveyors, architects, contractors, property developers, property advisors, HSE, asbestos organisations, building media, journalists)
Following 97 people on twitter
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Blog
9 blogs produced
620 blog views
64 click throughs (10% click thru rate)
‘Flat roof’ blog most read
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4 LinkedIn profiles created
‘Corus Refurbishment Group’ created
Joined 16 key groups
Started 64 discussions across LinkedIn
Received a total of 27 comments across 8 groups
Engagement of 42%
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Profiles
Links to other campaign Web
sites and channels
Wordpress blog feed pulled into site
Keyword optimised profiles
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Profiles
Groups that Dave has joined and is
posting within
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Group discussions
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Influencers
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Search optimisation and pay per click (PPC)
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Segmented e-mail
4 x segmented emails (Architects, Main Contractors, Sub-contractors, Building Surveyors)
E-mail 1 stats:
Total 4,303 contacts targeted
Reached 3,778 (delivered)
791 opened (20.9%)
159 clicked thru (4.2%)
Average time on site: 00:02:38
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Analytics and management tools
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Follow up campaign
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Key learning's
Content is key and can also be the biggest barrier
The client has to get internal buy in and build a support team
Have a plan for dealing with comments (positive and negative)
Don’t expect results overnight
Don’t let the bonfire go out!
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BMA awards “Award of excellence”
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questions?