Social Media Marketing Tips for B2B Companies

May 6, 2013

By Yasmin Melendez, director of committees and conferences, ANA

Many B2B companies find it challenging to engage in social media because they don’t know how it ties back to the organization or how to sustain it in the long-term. On May 1, the ANA Business-to-Business committee welcomed Lauren McCadney, senior manager, social media at CDW who shared some tips to leveraging loyal customers that goes beyond ratings and reviews.

Here are eight ways CDW sustains its social engine:

  1. Celebrate those that are delivering great service – Cheers! CDW’s peer-to-peer recognition program, uses customer reviews to celebrate account managers who are “delivering service worth talking about.” This encourages account managers to go the extra mile.
  2. Training insights – If an account manager receives multiple Cheers!, CDW will benchmark what they are doing in order to incorporate those best practices in training of other account managers.
  3. Drive business insights – Analyze customer reviews to discover business insights that can help account managers better serve customers.
  4. Don’t be afraid of a bad review- CDW finds that most people are polite, but if there is an unsatisfied customer it’s an opportunity to win them over.  Lauren advises always acknowledging a “bad review” on social media channels and then taking the conversation offline to see how best to resolve it.
  5. Collaborate with other departments – The social media department interacts closely with the customer care and brand team to ensure that the social editorial calendar links to the solution and brand messaging.
  6. Meet with your social counterparts – CDW holds quarterly social summits to evaluate what worked; what didn’t and brainstorm content ideas and ways to leverage content from other parts of the organization.
  7. There’s no place like home - Find your community. CDW found Spiceworks, an IT community they engage with to build thought leadership and socialize with millions of potential customers.
  8. Identify your influencers-  CDW identified three types of influencers which they bucketed into C-suite types, Bloggers and Super Fans. They work with these influential brand enthusiasts to develop content that resonates with their base.



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