Today’s evolving social media landscape opens a world of opportunity for B2B marketers. One company that’s pushing social media innovation in the space is Rockwell Automation. As the world’s largest company dedicated to industrial automation, they work closely with their communications agency and Hootsuite Solution Partner, PadillaCRT to develop high-impact campaigns. Their Global Social Media Lead, Anthony Jones, has the challenging job of proving the ROI of social in an ever-changing B2B market.
Harnessing Social in a B2B Space
Rockwell Automation’s social media objectives are to:
- Build overall company brand awareness
- Increase B2B customer loyalty and engagement
- Engage with industry influencers
- Increase customer advocacy
- Protect the brand, customers, and shareholders
Together with his team and PadillaCRT, Jones created a high-impact campaign that aimed to drive results, meet social media objectives, and prove executive buy-in. This six-week “ROKstar Hall of Fame” campaign encouraged employees to nominate and vote on customers who were using their product in innovative ways.
Within weeks of the campaign launch, nearly 100 customers were nominated on social media from around the world. Using Hootsuite Analytics, the company tracked thousands of votes, unique site visitors, and saw a three times lift in traffic referrals from social media. Not only did the campaign reach new audiences, it built brand and customer advocacy, allowed employees to recognize their customers, and increased brand engagement.