Vestas – a multi-billion dollar wind energy pioneer – used LinkedIn to combat rising competition.
Late in 2011, Vestas, a Danish manufacturer and provider of wind-based energy systems, was faced with a global recession, increased competition and an unpredictable regulatory body. The result was a decline in revenues and the burden of bringing the company back to its usual standards fell on the branding and marketing departments.
When one thinks of a social media case study, multinational energy providers are not necessarily the first companies to come to mind. What Vestas showed, however, was that social media marketing can deliver results for companies in all sorts of industries, even those where you might least expect to see an impact.
The Campaign
The Vestas campaign was among the most impressive ever put together on LinkedIn. It encompassed several parts and was tailored, effectively, to each of the 400,000 people who were reached. The campaign, titled Energy Transparency, aimed to accomplish a very specific goal, according to Morten Kamp Jørgensen, Director Brand Management, Group MarCom and Customer Insight, Vestas:
“The goal of the campaign was to start a discussion and education process for carbon conscious corporations to directly invest in wind energy rather than just buying Renewable Energy Certificates (RECs). Many corporations are already investing directly in renewable energy and we wanted to encourage this and engage corporations who have sustainability targets that make them more likely to invest in wind.”
To do this, Vestas launched an InMail campaign to 622 targeted executives at 50 energy-conscious companies, created customized LinkedIn banner ads for the 400,000 employees of said companies, partnered with Businessweek for a special offer for the InMail participants and created custom landing pages for each of the 50 companies’ executives and employees.
The results were outstanding. (You would hope so with that much work!) And while this is a huge campaign – one that not every company would need or be capable of executing – there is a lot to learn for marketers.
The Lessons
Do Your Research
Vestas did not succeed because they blindly launched a campaign on LinkedIn – far from it. Months of careful planning went into this campaign, starting with research into the companies most likely to respond. Again, the 50 companies selected were chosen based on specific criteria that made them excellent candidates.
When putting together a marketing campaign – social media or otherwise – you will only succeed if your campaign is built on a solid foundation of research and data to back up your decisions.
Customize Your Campaign
The banners, the landing pages, the InMail – everything about the Vestas LinkedIn campaign was customized and tailored to fit the individual seeing the content. Adding a personal touch keeps your audience invested.
Sharing generic content leads to fewer click-throughs and, subsequently, a lower conversion. If you personalize the different features of a campaign, you stand to generate a much higher success rate than if you do not.
In with the New, But Not Out with the Old
Vestas took several marketing styles and created a huge campaign that blurred the lines between conventional marketing and new marketing. From LinkedIn, to banner ads, to magazine spreads – they covered all their bases and, more importantly, they connected every aspect of the campaign together.
It is important for marketers to remember that social media is not the end all be all of marketing. While it does present some great new opportunities, it should be looked at in unison with your conventional marketing efforts. Vestas realized that and the numbers prove that they got it right.
Which lesson do you think is most important to pull from this campaign? Tell us in the comments below or on Twitter!
Social Media Case Study: Vestas
/by Corey PadveenVestas – a multi-billion dollar wind energy pioneer – used LinkedIn to combat rising competition.
When one thinks of a social media case study, multinational energy providers are not necessarily the first companies to come to mind. What Vestas showed, however, was that social media marketing can deliver results for companies in all sorts of industries, even those where you might least expect to see an impact.
The Campaign
The Vestas campaign was among the most impressive ever put together on LinkedIn. It encompassed several parts and was tailored, effectively, to each of the 400,000 people who were reached. The campaign, titled Energy Transparency, aimed to accomplish a very specific goal, according to Morten Kamp Jørgensen, Director Brand Management, Group MarCom and Customer Insight, Vestas:
“The goal of the campaign was to start a discussion and education process for carbon conscious corporations to directly invest in wind energy rather than just buying Renewable Energy Certificates (RECs). Many corporations are already investing directly in renewable energy and we wanted to encourage this and engage corporations who have sustainability targets that make them more likely to invest in wind.”
To do this, Vestas launched an InMail campaign to 622 targeted executives at 50 energy-conscious companies, created customized LinkedIn banner ads for the 400,000 employees of said companies, partnered with Businessweek for a special offer for the InMail participants and created custom landing pages for each of the 50 companies’ executives and employees.
The results were outstanding. (You would hope so with that much work!) And while this is a huge campaign – one that not every company would need or be capable of executing – there is a lot to learn for marketers.
The Lessons
Do Your Research
Vestas did not succeed because they blindly launched a campaign on LinkedIn – far from it. Months of careful planning went into this campaign, starting with research into the companies most likely to respond. Again, the 50 companies selected were chosen based on specific criteria that made them excellent candidates.
When putting together a marketing campaign – social media or otherwise – you will only succeed if your campaign is built on a solid foundation of research and data to back up your decisions.
Customize Your Campaign
The banners, the landing pages, the InMail – everything about the Vestas LinkedIn campaign was customized and tailored to fit the individual seeing the content. Adding a personal touch keeps your audience invested.
Sharing generic content leads to fewer click-throughs and, subsequently, a lower conversion. If you personalize the different features of a campaign, you stand to generate a much higher success rate than if you do not.
In with the New, But Not Out with the Old
Vestas took several marketing styles and created a huge campaign that blurred the lines between conventional marketing and new marketing. From LinkedIn, to banner ads, to magazine spreads – they covered all their bases and, more importantly, they connected every aspect of the campaign together.
It is important for marketers to remember that social media is not the end all be all of marketing. While it does present some great new opportunities, it should be looked at in unison with your conventional marketing efforts. Vestas realized that and the numbers prove that they got it right.
Which lesson do you think is most important to pull from this campaign? Tell us in the comments below or on Twitter!
4 Tips to Help You Manage Your Online Reputation
/by Corey PadveenIt is crucial now more than ever that you properly manage your online reputation – everyone can see everything.
Not long ago, we posted an infographic with plenty of information on the importance of monitoring and managing your online reputation. There were some important stats in the infographic. Most crucial was the fact that 70% of consumers trust brand recommendations from their friends and family, and a whopping 92% of consumers trust reviews they read online from former customers. That’s a substantial majority.
So how can you manage your online reputation and build your business? The four tips below should always be kept in mind when it comes to online reputation management.
Engage in Conversations
When people are talking about your brand, talk with them. Don’t let the conversations take place about you without showing your engaged audience that you are listening. This will accomplish two things: it will show those conversing that you care and show the same to onlookers.
Handle Every Crisis
As we noted above, one 140-character message can mean a major dent in your business. You don’t want to let anything get out of control, because in the world of social media, it is much harder to deal with the ripple effect than to deal with the one disgruntled customer.
Social Care is the new concept of offering customer service on social media channels. Currently, according to a study by Nielsen and NM Incite, one-third of online adults prefer Social Care to conventional approaches (i.e. phone). That may sound like a minority, but that’s a huge group of people!
By offering an additional service that helps your customers, you will gain an edge over your competitors, and it will certainly help build up your reputation. Just be sure to answer customers when they reach out to you!
Follow Your Brand
There are free listening tools like SocialMention and BackTweets, and high-end, highly technical, highly pricey listening tools like Crimson Hexagon and Sysomos that you should be using to listen for brand mentions. You’d be surprised at where your brand is being discussed, and you want to be abreast of what’s going on.
Using listening tools always provides you with the added option of dealing with issues that you may not have known about (i.e. extensions to your Social Care model) and can also provide you with valuable insights as to what your customers want and how you can improve your business and services.
There are several ways to go about monitoring and managing your online reputation. Putting these tips into practice is great way to start.
Do you engage in some for of online reputation management? Tell us in the comments below or on Twitter!
5 Ways to Improve Your EdgeRank Score
/by Corey PadveenThe Facebook EdgeRank algorithm is crucial when it comes to your exposure on the social network, and these tips will help you greatly improve your EdgeRank score.
The common theme in these tips? Engagement. The common motif in the algorithm is user engagement levels, and each of these five tips is designed to improve your EdgeRank score by increasing engagement on your page.
Ask a Question
Comments are one of the most vital forms of engagement when it comes to EdgeRank. Asking a question at the end of a post or in relation to an article you shared is a great way to incite fan participation. If you start the discussion, you are much more likely to see others join in.
Run a Poll
A poll is simple, effective and a great way to encourage engagement on your page. Asking a fun question with simple answers to choose from takes the first tip above to a whole new level.
Furthermore, the added benefit of a poll is that it not only helps improve your EdgeRank score, but it also provides you with some detailed information about your fans. With that in mind, try and make the question something that is not only fun for your fans to answer, but provides you with useful information.
Fill-in-the-______
People love sharing their creativity, and fillin-in-the-blank posts are a great way to do that. Keep them light, because affinity weighs heavily in the EdgeRank algorithm (i.e. the sentiment of comments left on your content) so avoid hot button issues (unless, of course, that’s your page’s theme).
Share Photos
According to HubSpot, photos shared on Facebook generate 53% more ‘Likes’ than the average post. One of your goals should always be to share content that drives higher levels of engagement. On Facebook, that happens to be visual media (i.e. photos and short videos) and sharing this content above other types will surely help boost your EdgeRank score.
Keep the Conversation Going
The first tip above suggests that you ask questions to incite engagement with your content. Organic engagement, however, will only last so long. To really increase your page’s exposure with EdgeRank, you will need to actively take part in as many conversations as you can.
Actions as small as a ‘Like’ on someone’s post shows that you, as a company, care. Developing that personality for your brand is crucial to increase engagement levels in the future.
As noted, the central theme with these tips is engagement. Essentially, that is one of the focal points of the EdgeRank algorithm, and sharing content that increases those levels of engagement is a great way to improve your EdgeRank score.
What types of content have you used to generate higher engagement levels? Tell us in the comments below or on Twitter!
How to Properly Promote Your Blog [INFOGRAPHIC]
/by Corey PadveenWhat steps are necessary to properly promote your blog and increase your exposure?
Blogs are a great way to drive traffic, build your credibility and generate leads. The problem, however, is that you are competing with billions of other pages for the attention of a niche market. That said, a HubSpot study found that companies that blog generate 55% more trafic and 70% more leads than companies that do not.
So, how do you properly promote your blog to reap some of these benefits? There are a few steps that are crucial to increasing the success of your blog and the business you generate from it. The infographic below provides an excellent checklist that you should run through every time you put together a new post until it becomes second nature.
Go through the checklist and tell us which of the steps described you think is the most important to help promote your blog. Tell us in the comments below or on Twitter!
Social Equity: Social Care
/by Corey PadveenThe concept of Social Care – customer service through social media – is growing in popularity, and the benefits it has to your business can be significant.
Social Care is a tactic that has been adopted by several international brands and it is a trend that is catching on with medium and small businesses as well. In addition to offering your customers a new avenue through which to engage with your brand, it also adds value to your business.
Social Equity from Social Care
There are two principle returns from Social Care that generate Social Equity for your business. First, there is the added value for your customers’ experience with your brand that maintains satisfaction and gives you a competitive advantage over competitors that are not offering the service. Second, Social Care is far more cost-effective than conventional forms of customer service.
First, let’s look at how Social Care gives your company an edge over your competitors. As noted above, not many small or medium sized businesses are offering Social Care at the moment despite the major proportion of online adults that prefer this method of customer service. This is not to say that Social Care should replace your current customer service options; it should be added to the mix to offer both clients, prospects and leads a means of reaching out to your company at any time, from any place, without having to worry about whether or not someone will be on the other end of the line right away, or leave them waiting for what seems like an eternity.
The second area from which Social Equity is generated is in the cost-efficiency of such a program. One representative with a sufficient amount of knowledge can handle a significant amount of social inquiries in a much timelier fashion than one that must respond to clients over the phone.
When a customer is sitting on the phone waiting for a representative, it behooves the company to have that call answered as quickly as possible. In order to do that, more representatives are required. On social, however, clients can send in their inquiry, as explained above, and a single representative can handle hundreds of issues daily (theoretically, of course). This system is both a money-saver in the short- and long-run.
Social Care is a new phenomenon, but it is one that has tremendous potential to increase the value of your business.
Does your brand engage in some form of Social Care? Tell us in the comments below or on Twitter!
Social Media Case Study: Sony
/by Corey PadveenSony is not the first brand to come to mind when you think of Pinterest, but they managed to make themselves a powerful force on the network.
Using a carefully coordinated strategy, Sony managed to garner 2,500 followers in the first six months of their activity on Pinterest, increase referral traffic from Pinterest to the Sony Store website by 800%, and collect more than 4 million brand impressions!
You can argue that Sony’s success came from their status as a brand on the market, but the reality is that Sony succeeded on Pinterest because of the course of action taken. The five lessons below detail what Sony did both before and after launching their Pinterest account and what marketers can learn from the strategy applied by Sony.
Do Some Research
While Sony had the added advantage of a brand that people were already talking about, it is important to do as much research as possible on your brand, competitors, industry leaders and, most importantly, your industry. Find out what people are already sharing and join an existing conversation instead of trying to start a new one. You might find it a lot easier to gain momentum.
Jump Right In
To truly succeed on social media – Pinterest or otherwise – you need to commit yourself and your team to the execution fully. Sony involved a huge part of their team when they started pinning. They did not want to ease their way into the community, they wanted to come in strong and get noticed. There are billions of conversations taking place and you need to find a way to get yourself noticed.
Mix It Up
After doing their research, Sony determined what topics were most relevant, most popular and most engaging, and created boards that fit into all of those categories. Do not limit yourself only to posts about your brand.
On the t2 Pinterest page, we share plenty of content about marketing, but we also share animal pictures, motivational quotes and healthy recipes! Be as broad as possible, because at the end of the day you want to reach as many people as you can. You never know where you might find new business!
Share your pins and promote your Pinterest page wherever you can. Sony posted their Pinterest account and their pins to other social networks, included links in email blasts and added links on their blog to drive new traffic to Pinterest. The more accessible your content is, the faster you will see eyes landing on it.
Pin It!
For Sony, the Pin It! button generated 10 times the number of clicks from the Sony Store than the Tweet This button. That means 10 times the number of links being generated on Pinterest than on Twitter and leading back to the store. Make your website Pinterest-friendly and your visitors will take care of the rest.
While we can’t all be Sony-sized brands, we can all develop strategies that lead to the same degree of success that Sony experienced. Whether your brand is big or small, your strategy is what will determine the value of your social media program.
What strategy do you incorporate into your Pinterest marketing? Has it worked? Tell us in the comments below or on Twitter!
18 Twitter and Facebook Business Facts
/by Corey PadveenAt the end of the day, it all comes down to numbers, and these Twitter and Facebook business facts are some good ones.
The marketer in us wants to pursue the power of social media because we have studied and understand its potential. However, the business person in us (and those in our companies) want the cold, hard data to back up business decisions.
Social media measurement and social media ROI are still some of the most heavily debated points on the topic. We thought we would make the conversation a little easier for both the marketer and business person in all of us by sharing a few notable Twitter and Facebook business facts.
These are just a few stats that should get your marketing side and your business to agree that, at the very least, Twitter and Facebook are important.
Which statistics do you think is the most interesting? Tell us in the comments below or on Twitter!
(Sources: HubSpot, Social Media Today, Social Media Examiner, The Huffington Post, Search Engine People)
5 Tips for Dealing with Customer Complaints on Social Media
/by Corey PadveenThere are certain ways to go about dealing with customer complaints on social media.
The most important thing to note when it comes these complaints is that under no circumstances should any customer complaint go ignored on social networks. In addition to this one universal rule, there are a few things to keep in mind when it comes to dealing with customer complaints on social media.
Always Be Courteous
A 2011 survey on Customer Rage conducted at the W.P. Carey School of Business at Arizona State University found that 90% of complaining customers want one thing above all else: to be treated with dignity. Yet, only 40% said that this is the kind of treatment that they received.
At Zendesk, the philosophy is to treat a complaining customer as you would treat (or, at least, hopefully treat) your grandmother. Kindness goes a long way, because for a lot of complaining customers, they simply want to vent.
Respond Quickly
If I am a dissatisfied customer and I send you a tweet and hear nothing for days I might be tempted to take my efforts to the next level. The same survey mentioned above also found that 88% of people who had a negative experience with a brand chose to deal with their issue by telling their friends about it. In the age of social media, “friends” could mean tens of thousands. So act fast to help your customers or things could get way out of hand.
Be Knowledgable
Have you ever called a customer service line and found yourself waiting on hold every time you ask a question because your service representative doesn’t know the answer? It’s frustrating. Having answers to customer questions and complaints (both on and off social media) is your most powerful weapon, and you should always have an answer locked and loaded when an issue arises.
Be Proactive
The answers and solutions your customers are looking for should be readily available in as many places as possible. If an issue comes up once, you should always assume it will come up again and prepare for it the next time it does.
The faster you can resolve someone’s issue the happier they will be, and a proactive approach to customer service is going to help you do just that.
Use Your Experience
While this is not a method for dealing with a customer complaint directly, it is a means of using these situations for the benefit of your company. Customer complaints are a great way of figuring out where your product or service needs work. It is your product, so for you, it is perfect. For others, that might not be the case.
Adapting your product or service to the requests and complaints of customers is a great way of making your product more user-friendly, and it is going to make your job of customer service a lot easier down the road.
How do you deal with customer complaints on social media? Tell us in the comments below or on Twitter!
Brands on Social Media: Do You Fit In? [INFOGRAPHIC]
/by Corey PadveenWhen it comes to brands on social media, does yours fit in? Yes.
The importance of social media for business is no secret; more and more, brands – both big and small – are taking to the socialsphere to engage and market themselves to international networks of interested persons. However, what do the numbers look like?
In this infographic, some very interesting statistics are highlighted that showcase why it is so important for every brand or business to have a presence on social media. Some of the numbers might even make you feel a little better about competing with some of the major players.
For instance, you might be interested to know that only 0.5% of Facebook fans engage with the brands they are fans of. And for those that do engage, only about 30% of brands respond to feedback. Social media is a conversation, and in order for that conversation to generate results, it needs to take place and be given the attention it deserves.
Perhaps the most interesting statistic of those in the infographic below relates, once again, to engagement. In the Ehrenberg Institute study referenced, only one brand had an engagement level over 2%. That’s shocking!
Take a look at some of the fun facts about brands on social media below and let us know which statistics you find the most surprising/shocking/important. Tell us in the comments below or on Twitter!
Social Equity: Foursquare for Business
/by Corey PadveenThe value of Foursquare for Business is notable when it comes to Social Equity.
Recent Changes
There have been a few recent changes to Foursquare that have led to its Social Equity stake increasing.
First, the application of Foursquare for Business was introduced relatively recently, and has provided a great tool for businesses to monitor their activity on the network, as well as launch campaigns that entice Foursquare users to check in and visit a location.
There are also the newly upgraded search filters that allow users to narrow down their searches and find exactly what they are in the market for.
Lastly, Foursquare has recently opened their promotional features to smaller businesses. This means that small businesses can now campaign on both the network and in person for customers that are checking in.
So what is the value in terms of Social Equity with these Foursquare features?
Social Equity Derived from Foursquare for Business
The three features for business that have been introduced by the network have created an entirely new element of Social Equity for businesses that can use Foursquare.
First, the ability to create campaigns and monitor their success and customer interaction directly from the network eliminates the need to create far more costly mobile campaigns. Furthermore, Foursquare provides detailed analytics that businesses can use to modify their campaigns and increase business driven from the network.
Second, the search filters create a pseudo-search engine within the network that businesses can optimize for. The ability to create a specific, detailed listing for which users can search specifically is a growing trend in the world of social media, and one that adds considerable value to Foursquare.
Finally, Foursquare making available the promotional features to smaller businesses eliminates some of the advantage that larger companies had on the network. Promoting your company (again, as you would with a search engine) gives you an upper hand on your competition, and if users are searching for a business like yours on Foursquare, this feature will certainly create an added value for your brand.
Foursquare can be a powerful when it comes to business, and these new features have created a degree of Social Equity that is unique. The mobile and geo-targeted aspects of the network are invaluable for local businesses, and stand to generate a great deal of value as well.
Do you use Foursquare? Where do you see the value in the network? Tell us in the comments below or on Twitter!