Are you soliciting user-generated content (UGC) for your business?
Would you like to know how to get the most out of user-generated content?
Medtronic Diabetes, which develops and sells diabetes management products, has been soliciting user-generated content since 2012.
Their Share Your Story Facebook app has been so successful that it is driving a 2-to-1 return on investment (ROI) for their entire social media program.
Read on to discover best practices from Medtronic Diabetes for how to get the most out of user-generated content.
Are you dealing with limited resources?
Then you’ll want to study what Microsoft Dynamics did.
How is a giant like Microsoft the same as everybody else when it comes to social media marketing?
They have the same challenges as any company. They have to figure out:
- Whom they’re talking to
- What their needs are
- Where and how to talk to them
And even though they’re Microsoft, they still have limited resources to do it all. So how does Microsoft do social media? They start by trial and error, and then see what works and what needs changing. Sound familiar?
Over the past two years, Microsoft Dynamics, a business group of Microsoft, pruned their social channels by half, but now reaches more customers.
I spoke with Kelly Rigotti, senior marketing communication manager of social media for Microsoft Dynamics, to learn how they did it.
Whitehall Lane, a 20-year-old Napa Valley winery run by the Leonardini family, has hit on a winning social media formula that pays dividends in both increased sales and brand loyalty.
Wineries face special challenges in promoting their business on social media. The federal Alcohol and Tobacco Tax and Trade Bureau, known as the TTB, considers social media “advertising,” and regulates what wineries can do.
The regulations primarily affect Whitehall Lane in two different ways. They cannot run contests that give away wine, and they must monitor user-generated content for anything that might promote irresponsible drinking.
“We don’t fool around with the TTB regulations,” said Katie Leonardini, direct sales manager for Whitehall Lane. But that hasn’t stopped them from successfully using social media to grow a loyal fan base outside the tasting room. This in turn has increased both wine club membership and direct sales. Here’s how they do it.
“You can use any social media channel for B2B,” said Erica Ayotte, social media marketing manager at Constant Contact.
“Anyone who says you can’t is not being creative enough.”
She should know. Her team has grown their Pinterest following to over 18,000 in less than two years.
How does a company that is not retail and not inherently visual use Pinterest to reach a B2B target audience?
The keys are to expand your idea of what your brand is, think visually and have a curating mindset. Here’s how Constant Contact appeals to their small-business market on Pinterest.
Owner Jeff Matt started Victory Auto Service and Glass in 1997 with one shop in the suburbs of Minneapolis.
He always made an effort to develop personal relationships with his customers who trusted him with their cars.
The business grew to three locations by 2010, and Matt found it harder to maintain the small-shop feel. “When you have multiple stores and multiple managers, you can’t be everything to everybody,” he said.
Three years ago, he approached Stephanie Gutierrez, a long-time customer, about helping the business get started in social media.
By experimenting with different approaches, they hit upon a winning formula that promotes the personal connections Matt has always valued.