B2B Social marketing doesn't have to be boring: 15 campaigns that nail it

B2B SOCIAL MARKET ING DOESN’ T
HAVE TO BE BORING:
15 campaigns that nai l it
One Winthrop Square FL5, Boston MA 02110 | www.brafton.com | 617.206.3040

SOCIAL SPEC
Networks:
Featured network: Twitter
Twitter followers: 264k

WHY IT WORKS
GE makes technical fun with social content that
engages people on a relevant and personal level.

SOCIAL SPEC
Networks:

WHY IT WORKS
Sprinklr moves at the speed of social in a way that
makes sense, by posting about events in real time
and pairing graphics with stats for maximum impact.

SOCIAL SPEC
Networks:
Featured network: YouTube
YouTube subscribers: 118k

WHY IT WORKS
Boeing hones in on consumers’ interest in aviation to
get them engaged with playlists like “Stories of
Innovation” and catchy video headlines.

SOCIAL SPEC
Networks:
Featured network: Facebook
Facebook Likes: 111k

WHY IT WORKS
TI hosts Facebook contests that get people to interact
and generate product buzz. “What would you
connect?” got followers talking about a new product.

SOCIAL SPEC
Networks:
YouTube subscribers: 782

WHY IT WORKS
Chesapeake Energy’s YouTube presence is both
entertaining and informative. Its strong community
focus shows off the people behind the brand.

SOCIAL SPEC
Networks:

WHY IT WORKS
Dell shares a wide variety of content – text, graphics
and videos – to get more clicks. Plus, it has 60+
handles for fine-tuned News Feeds.

SOCIAL SPEC
Networks:

WHY IT WORKS
Kapost puts out creative graphics that have a lot of
personality and shares content that speaks directly
to its target audience (marketers).

SOCIAL SPEC
Networks:
Featured network: Google+
Google+ followers: 76k

WHY IT WORKS
Wacomharnesses the power of G+ with weekly Hangouts
about products, content that gives influencer shout outs and
GIFs about employees that add a (hilarious) human touch.

SOCIAL SPEC
Networks:
Featured network: Pinterest
Pinterest followers: 41k

WHY IT WORKS
Constant Contact’s Pinterest boards focus on the
“person,” not the “business,” such as: Marketing
Humor, Small Business Quotes and Holiday Marketing
Tips.

SOCIAL SPEC
Networks:
Featured network: LinkedIn
LinkedIn followers: 127k

WHY IT WORKS
Raytheon demonstrates its expertise by breaking
down the complex stuff into accessible conversations.

SOCIAL SPEC
Networks:
Twitter followers: 16.2k

WHY IT WORKS
Concur builds a strong Twitter community by
repurposing website content, and tweets are almost
always accompanied by images or videos.

SOCIAL SPEC
Networks:
YouTube subscribers: 86k

WHY IT WORKS
Cisco has a robust YouTube channel with consistent
video production. The categories are diverse and
clearly target different demographics to widen the
audience.

SOCIAL SPEC
Networks:

WHY IT WORKS
Canva consistently makes and shares clever
graphics that compel viewers to click, and it backs
that interest up with helpful expert tips.

SOCIAL SPEC
Networks:
Twitter followers: 5.4 million

WHY IT WORKS
Microsoft uses multiple handles to speak to its various
audiences, from tech geeks to college freshmen,
keeping it relevant to current and legacy customers.

SOCIAL SPEC
Networks:
Featured network: LinkedIn
LinkedIn followers: 2k

WHY IT WORKS
WordStream takes smart risks with LinkedIn by
taking trendy topics and pairing them with valuable
tips that its audience wants.

THE TAKEAWAYS
Don’t be afraid to be funny.
Make social content relevant to the audience(s) you’re
targeting.
Diversify what you share and be visually interesting with
graphics and video.
Build a presence across networks.
Talk to people on a personal level, even if you’re
selling to the business.
Be consistent and timely - Fashionably late doesn’t
count on social media.
Get to know your audience and share things that
appeals to their interests.

B2B Social marketing doesn't have to be boring: 15 campaigns that nail it

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