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    DMA 2013 Top Brands Going Social

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    allan61
    This document discusses how four major brands - James Hardie Building Products, Firestone Building Products, Culligan International, and others - are using social media for lead generation. It provides examples of how each brand developed direct social media engagement with customers, used social platforms like Facebook and Twitter to share content and drive traffic to websites, and implemented contests and promotions on social media to collect leads and nurture younger audiences. The brands were able to significantly grow their social media audiences and find social media to be one of their top lead generation channels.

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    DMA 2013 Top Brands Going Social

    Uploaded by

    allan61
    39 views57 pages
    This document discusses how four major brands - James Hardie Building Products, Firestone Building Products, Culligan International, and others - are using social media for lead generation. It provides examples of how each brand developed direct social media engagement with customers, used social platforms like Facebook and Twitter to share content and drive traffic to websites, and implemented contests and promotions on social media to collect leads and nurture younger audiences. The brands were able to significantly grow their social media audiences and find social media to be one of their top lead generation channels.

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    This document discusses how four major brands - James Hardie Building Products, Firestone Building Products, Culligan International, and others - are using social media for lead generation. It provides examples of how each brand developed direct social media engagement with customers, used social platforms like Facebook and Twitter to share content and drive traffic to websites, and implemented contests and promotions on social media to collect leads and nurture younger audiences. The brands were able to significantly grow their social media audiences and find social media to be one of their top lead generation channels.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    39 views57 pages

    DMA 2013 Top Brands Going Social

    Uploaded by

    allan61
    This document discusses how four major brands - James Hardie Building Products, Firestone Building Products, Culligan International, and others - are using social media for lead generation. It provides examples of how each brand developed direct social media engagement with customers, used social platforms like Facebook and Twitter to share content and drive traffic to websites, and implemented contests and promotions on social media to collect leads and nurture younger audiences. The brands were able to significantly grow their social media audiences and find social media to be one of their top lead generation channels.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 57

    How Top Brands Are Going Social

    for Lead Generation


    Liz Brohan, CBD Marketing
    Bridget Kulla, James Hardie Building Products
    Paula Scheller, Firestone Building Products
    Ted Fay, Culligan International

    The sharing of ideas and


    experiences is what moves
    humanity forward.

    77%
    B2C marketers reporting
    customer acquisition through Facebook

    277x
    How much more effective
    LinkedIn is at generating
    leads than Facebook or
    Twitter

    77%
    B2B marketers who have
    acquired a customer via LinkedIn

    Build and Promote


    Encourage prospects to visit your social media
    pages
    Provide the value needed to keep them there
    Use Search to drive traffic
    Share your knowledge
    Monitor conversations
    and be responsive
    6

    24 to 51
    Number of blog posts
    needed to kick off
    lead gen growth

    50 to 100

    Incremental indexed
    pages on Google to
    see double digit
    growth

    From Manufacturer to
    Lead Generator
    Bridget Kulla
    Digital Marketing Manager

    James Hardie Building Products


    Global leader, innovator of fiber cement
    building products
    Aggressive goals for growth
    Dominant in new construction
    Identified residential repair & remodel market
    as opportunity

    Big Challenge
    No visibility into end-customer:
    homeowner
    Channel complexity
    independent contractors,
    new construction builders,
    big box retail, distributors

    No ability to impact conversion


    Unable to project against future sales
    10

    Bold Solution
    Own the lead
    and more of the
    sales process

    Develop direct-to-consumer unit


    Implement highly integrated lead
    generation and nurturing
    programs
    Revitalize brand platform
    Develop infrastructure to support
    fulfillment and marketing
    Technology systems integration,
    mobile app development,
    measurement and management
    processes

    11

    From Manufacturer to Lead Generator


    Direct and channel marketing programs:

    Door-to-door lead generation


    Travelling experiential showroom
    Events
    Microsite
    Promotions
    Sales tools
    Social and PR
    Revitalized referral program
    Robust lead nurturing program
    12

    Relevant, exciting offer


    Door-to-Door

    Social

    Contractors

    Website

    PR

    Events

    SOCIAL LEAD GENERATION

    Crawl, Walk, Run


    Job #1: Prove concept of social media
    as business driver

    Channel
    Partners

    Events,
    Promotions
    and
    Activities

    Completed
    Jobs,
    Consumer
    Chatter

    REACH

    RESONANCE

    RELEVANCE

    Popularity
    Proximity
    Goodwill

    Frequency
    Seasonality
    Amplitude

    Authority
    Trust
    Affinity

    Three Pillars of Influence


    Brian Solis, The Rise of Digital Influence

    Harnessing Channel Partners


    Providing content for
    reposting
    Contests
    Before and after stories
    Answering consumer,
    posted questions

    Be where they will be

    18

    Inform, invite, engage

    Ambassador Twitter Feed


    Where are the James Hardie Ambassadors today?

    Corporate Twitter Feed


    Integrated publicity and promotion

    Reward
    Microsite to reward advocacy
    Testimonials
    Before and after photo posts
    Contractor endorsements
    Referrals

    Social Lead Generation Results


    #1 referrer to
    the sweepstakes
    landing page
    Almost doubled
    the number of
    daily engaged
    users
    Lifted organic reach by 10% in the last year

    Like & Follow!


    https://www.facebook.com/JamesHardieBP
    www.linkedin.com/company/james-hardiebuilding-products

    Engaging The Boss via Social Media


    Paula Scheller
    Director of Marketing Communications

    Firestone Building Products


    Global manufacturer and supplier
    Roofing, wall and specialty products for
    commercial buildings
    Roots to Rooftops
    Headquartered in Indianapolis
    1,700 employees worldwide

    Our Customer: The Boss

    Contractor
    Architect
    Building Owner
    Facility Manager
    Consultant

    Reaching The Boss

    30+ shows
    Year-round schedule
    Engage The Boss
    Pre-, during and post-show
    Framework for content and lead activity

    Social Media History


    Started early 2012
    Multi-channel approach
    Educate and involve product and
    marketing teams
    Reflects key brand messaging
    Trade shows provide focus and reason why
    Customers and prospects (leads) are there!

    How Does This Translate to Leads?

    Visitors: Content to Build Awareness

    Passive, but interested


    Product and solution information
    Booth #
    Speaking engagements and demo schedules
    Pictures and videos
    Case studies and project profiles
    Awards
    80/20 rule

    Engaged: Content to Draw Them In

    Now an active Fan or Follower


    Polls and surveys
    Daily offers
    Contest to gather data:
    Name
    Email
    Booth entry only

    Engaged: Content to Draw Them In


    Inform, invite, entertain
    Help before you sell
    Twitter/Facebook/LinkedIn
    Are you coming to our booth event?
    Come to the booth and register to win.
    Our new product could be
    an option for you.
    We dont offer that,
    but you could try . . .

    Prospects & Leads:


    Satisfy Active Interest and Collect Data
    White paper, e-book, research paper, etc.
    Specific to boss group(s) and/or show
    Create landing page for data collection
    Refine Call to Action
    Social content links/drives to that page
    Use social to help schedule meetings at
    the show
    Direct messaging
    One-to-one
    Twitter/Facebook/LinkedIn

    After the Lead: Nurturing


    Online community to:
    Obtain and share
    information
    Project profiles and wins
    Recommend products,
    systems and warranties
    Customer service record

    Upcoming Trade Shows

    Like & Follow Us!


    https://www.facebook.com/FirestoneBuildingProducts
    https://twitter.com/FirestoneBPCo
    http://www.linkedin.com/company/firestone-buildingproducts

    Using Social Media to Build


    a Younger Lead Base
    Ted Fay

    Culligan
    Hey Culligan Man!
    Classic brand/high recognition
    Leading supplier of whole-home
    water treatment products
    650 North American dealers
    Local water experts
    HQ near Chicago
    6,000 employees worldwide

    Current Customers

    Homeowner
    Older (45+)
    Suburban/rural
    Needs filtration because
    of hard water or water
    contaminants from sources
    like well water

    New Customers

    Home or condo owner


    Younger (under 40)
    Suburban/urban
    Wants filtration because
    its a healthy choice,
    makes their lives better

    Culligan Lead Gen

    Via the culligan.com website


    Heavy SEO/SEM investment
    Drive to Make An Appointment
    Use social media to develop leads with the
    younger demo new customer

    Using Social Media to Build


    a Younger Lead Base

    Social Media History

    Social media start: early 2012


    Facebook & Twitter for consumer engagement
    Blog
    Sync with strategy to:
    Attract a younger customer to the brand
    Begin developing a lead database
    with a younger demo
    Continue to drive traffic to website/ Make An
    Appointment

    First Steps
    Build audience
    Organic only (no ad investment)
    Content driven/more-better
    Infographics
    Videos
    Weekly blog posts
    PR and editorial

    Links and outreach

    Contest Test

    Facebook with Twitter support


    Spring break timing
    Small ad budget ($500)
    Partner co-promotion
    Modest prize
    High barrier to entry
    Names AND addresses
    Short time frame/10 days

    Results
    500 new likes in 10 days
    300 entries/names &
    addresses
    200 winners
    105,000 impressions
    Majority of page growth
    came from males 1834

    Engage
    Nurture
    Repeat

    Next

    Like & Follow!


    https://www.facebook.com/culligan
    https://twitter.com/CulliganMan

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