5 Excellent Examples of Social Media for B2BSocial media is the ultimate online hangout for consumers. On any given day, you’ll see people sharing the latest trends and products with their friends. It’s also an effective way for companies, big and small, to highlight their brand personality. And while B2C brands shine the most on social, B2B brands sometimes hesitant to leverage the channel. Chelsea Baldwin, founder of Copy Power, writes: “The B2B world can feel quite stiff sometimes. And while we all technically know that it doesn’t have to be that way, we find ourselves defaulting to that stiffness within our marketing, over and over again. Because even if we do want to be fun, we still need to be professional.” B2B brands can have fun, too. Below are five B2B companies nailing social media marketing.
1. Showcase a Playful Brand CultureThe B2B ecosystem represents powerful deals, endless paperwork, and a polished, professional atmosphere. You’ll even think it's the place where creativity goes to die. However, if you rethink how you view B2B, you’ll understand that these companies aren’t selling to other businesses. Similar to their B2C counterparts, B2B brands make transactions with people. Every business is H2H, or Human to Human. We’re all connecting and selling to other humans who enjoy learning, having fun, and engaging with others. And that’s where the magic begins! You can use your brand personality to invite consumers into your culture. Give them an opportunity to see how uplifting and informative your brand can be. We’re not saying post inappropriate photos from the last happy hour party. But we do want your values and playful nature to bleed through. Below is an example from package delivery company UPS. On Instagram, the brand likes to post joyful images related to their company logo and culture. It’s unique and garners the eyeballs of their audience (even 3,068 likes!).
2. Launch a Virtual Product TourWhen you’re a kid, the best school days involved field trips to new places around the city. It was a chance to experience something different. From the school’s perspective, it was an educational way to make the classroom theory a reality. Those tours to the local zoo, courtroom, and theater made abstract concepts more attainable. You can bring back those memories to your consumers with virtual product tours. Through social media, you can offer a behind-the-scenes look at an upcoming product launch or give a snapshot of your facilities. “Visual content tends to garner more engagement, especially on those networks where it is a fit like Facebook, Pinterest and Google+. Aside from great photography, use memes, infographics and visual representations [to exhibit] points made in blog posts,” says Douglas Burdett, founder of Artillery. GE is all about introducing its Facebook fans to their innovations. During Drone Week, they answered live questions to enhance the experience. What’s unique about your office? Can you give a live guided tour with one of your experts? Use these questions as starters to develop a fun social environment. Bring your customers into your daily routine. Product tours make it easy for people to relate to your brand.
3. Highlight Charitable GivingHumanity involves our actions and how we treat one another. People gravitate towards individuals who give back to those in need. Charitable giving manifests in many shapes and forms. There’s donating a few extra dollars to your favorite nonprofit or spending your Saturday mornings tutoring kids in the neighborhood. These selfless actions give hope. They show characteristics of compassion, friendship, and kindness. Take a front and center approach by spotlighting your charitable giving. Consumers desire the stories of your brand doing more than just collecting a profit. They want to know how you’re serving the community. Accenture walks the walk on social media. This global management consulting giant commits itself to giving back to communities. The soul of the brand centers around philanthropy, whether that’s donating funds or offering workers a chance to volunteer their time.
There’s a fine line between spotlighting your giving efforts and boasting about them. Work with your team to ensure your B2B brand isn’t coming off as arrogant. Customers respect genuine charitable giving. And they can spot an imposter quickly! So continue to evaluate your strategy. You’re doing wonderful things to impact the world. Use social media as an outlet to amplify your good deeds to the world.
#GirlsWillCode to change the world! Girls ages 7 to 17 years old joined the #GirlsWillCode Workshop to learn how to #code through an #HourOfCode with #AccenturePH Technology Lead, @ambe_tierro, and MD, Gwen Yason . Watch how these young women define #GirlPower w/ technology here! pic.twitter.com/dBbLqTUg29— AccenturePhilippines (@AccentureJobsPH) January 9, 2018