MKTG 4226A: Social Media B2B Brand Campaigns Week 4 MKTG 4226A: Social Media B2B Brand Campaigns

MASTER OF SCIENCE IN MARKETING MSC in Saskatchewan

MASTER OF SCIENCE IN MARKETING MSC in Saskatchewan

B2B Social Media Marketing Fails Sometimes, science is simply better left alone. For example, the time Microsoft decided to make an "AI" Twitter bot. The creation was designed to learn from its users through conversation. Needless to say, trolls made the bot, named Tay, turn into a huge racist jerk in less than a day. As a result, Microsoft's research team quickly deleted the tweets and put the project on pause.

B2B Social Media Marketing Fails Sometimes, science is simply better left alone. For example, the time Microsoft decided to make an "AI" Twitter bot. The creation was designed to learn from its users through conversation. Needless to say, trolls made the bot, named Tay, turn into a huge racist jerk in less than a day. As a result, Microsoft's research team quickly deleted the tweets and put the project on pause.

Why Should B2B Companies Care About Social Media Marketing?

Why Should B2B Companies Care About Social Media Marketing? Increases brand awareness Humanizes B2B companies Establishes a company as a thought leader Connects with prospects, clients, and industry influencers Increases lead conversion rate (turns lead to sale) https://www.newbreedmarketing.com/blog/successful-social-media-campaigns-for-b2b

Case 1: GE Dubbed most exciting boring brand Created playful, educational, and informative persona on social media Focused on brand awareness and community engagement

Facebook Page Tagline: We love science, technology innovation and hearing from you! So, say hello. Mission: This page is meant to provide a positive, engaging community where forward-thinking individuals can join the conversation around innovation in energy, health, transportation and infrastructure, as well as GE and its products.

Strategy: By using a mix of questions, images, videos and links - GE creates posts that relate to a wide range of topics including jet engine, medical science, outer space and data science. While there is frequent mention of the GE brand, the posts are less on the company and its products and more on technology and innovation.

“Quirky + GE” Campaign Introduced Aros – the world’s 1st AC controllable via smartphone

Case 2: Maersk Line Shipping giant with operations in more than 100 countries Social Media Accounts: Facebook, Twitter, Vine, Google+, Instagram, Pinterest, LinkedIn, Flickr, Tumblr, and a blog Focused on better press coverage, higher employee engagement, more brand awareness, share insights from shipping experts

Case 2: Maersk Line Facebook Page Tagline: Maersk Line is the world's largest container shipping company. We're known for our reliable, flexible and eco-efficient services

Case 2: Maersk Line Strategy: Maersk utilizes almost every single social media tool available and has a significant presence across social media platforms. From time-lapse videos on Vimeo to intriguing photos on Instagram, Maersk has fully embraced traditional B2C platforms. Their initial mission to communicate and interact with its audience instead of driving new leads has always been their driving force. Their Twitter account is managed by a panel of employees, including a captain, a graduate program student and Maersk directors. With this, they hope to create transparency and bring their employees' expertise and diversity into play.