The San Francisco Giants have the most engaged fan base in Major League Baseball.
They’re recognized as social media standouts in the sports world.
But as recently as three years ago, they had no cohesive voice on social media and no social media strategy.
The Giants were a traditional organization in a traditional sport. In 2010, when they brought in Bryan Srabian as social media director, they were getting information to fans by broadcasting. Typically this meant holding press conferences and sending out press releases or email blasts.
But then Srabian had an “Aha!” moment. He was reading a book by Chris Brogan and then had a conversation with him on Twitter. “We don’t really talk to our fans at all,” he thought. But they could.
It was time for a new model based on listening and responding. But first they had to find out what fans were saying, and where they were getting their information.
Are you B2B in a niche market and wondering if social media is relevant to your audience?
Drillinginfo, a software as a service (SaaS) company serving the global oil and gas industry, is a B2B provider in a very specialized niche market, which has been actively using social media since September 2012.
Their goals are to emphasize their role as an oil and gas intelligence company and boost the perception of the company as a thought leader in the industry.
Since September 2012, they have increased their blog readership by over 2000% and developed relationships with influential industry leaders through social media.
Current and potential customers have indicated that the Drillinginfo blog is a premier source of information in the oil and gas industry, which is exactly what the company wants.
“I’ve been able to make a much deeper connection with my audience,” Flynn said. “When I go to conferences, the first thing people who meet me say is, ‘I love listening to your podcast.’”
He has become an expert at connecting with his audience. Over 71,000 people subscribe to his blog, and thousands more follow his social media accounts and download his podcasts.
“Business isn’t B2B anymore, or B2C,” said Flynn, “It’s P2P—person to person,” attributing that insight to Chris Ducker.
Are you using social media to create awareness for the services you offer?
Keep reading as I reveal how a nursing home used social media to build a loyal local community.
Nursing Homes and Social Media?
Nursing homes, assisted-living facilities and rehab communities are not known for being active in social media—yet.
But changes in Medicare mean communication with patients and families and the employees who care for them is more important than ever.
“The way that we’re going to be paid and the way we’re going to be gauged is changing; it’s evolving as we speak,” said Scott Unverferth, director of operations at HCF Management in Lima, Ohio.
New pay-for-performance models are on the horizon for managed care companies such as HCF.
HCF has 27 facilities throughout Ohio and Pennsylvania that provide skilled nursing care, rehab care and assisted living. They have approximately 3,200 employees and have been in business since 1968.
In April 2012 they made the leap into social media and haven’t looked back.
Could your business benefit from connecting to the 80% of online teens using social media?
In this article I explore how Sharpie has successfully garnered 89% market share with the aid of social media.
The Teen Market
Instagram is now the most popular photo-sharing site among teens age 12-17. One million of them visited the site last July alone.
Add to that the 93% of social media–using teens who have a Facebook account (according to Pew Internet research), and the 16% who use Twitter (a figure that has doubled in recent years), and you’ve got a lot of teenage eyeballs.
But to connect with a teen target market, you must do more than simply have a presence on the sites they use. You must also pay attention to what motivates and inspires them.
Take some tips from permanent marker manufacturer Sharpie. Their successful 2012 Back to School campaign helped grow their market share to 89% of their category through a savvy understanding of how teens use social media.
Christiane Erwin, owner of Crestview Doors of Austin, TX, logged onto Facebook early one morning and was surprised.
She saw one of her company’s door designs in a photo post from home superstore Lowe’s.
Unfortunately it was as the winner of the Lowe’s Ugly Door Sweepstakes.
“They call that ugly?” she thought. “That’s odd, because it’s one of our best sellers.”
Crestview is a small door manufacturer specializing in mid-century modern architecture. Erwin knows that it’s not everyone’s favorite style, but she also knows that mid-mod fans are a devoted and stalwart bunch that had just been insulted on a question of taste.
In her ponytailed debut on the Block Blog, Crawford asked her, “Madeleine, do you know how to fix a laser aimer?”, to which she confidently replied, “Yes!”
The pair then demonstrated with charming aplomb a simple troubleshooting tidbit for Block’s medical imaging equipment customers.
It’s 6 pm on the west coast of the United States, but it’s already 9 am tomorrow at James Filbird’s apartment in Shenzhen, China.
Filbird is the proprietor of JMF International Trade Group Ltd., a company he built to $5 million in revenue largely through his efforts on LinkedIn, the only major social media platform that is not blocked by the Chinese government.
His beginnings in China, however, were less than auspicious.
Callan Green, senior social media specialist at Sony Electronics, never thought she would want a pair of leather pants.
“But I saw enough pins on Pinterest that I thought, ‘Oh my gosh, I have to own them,’ and I went out and bought some.”
It was the fall of 2011 and she was discovering firsthand the power of Pinterest to drive sales.
The image-based, pinboard-sharing social media site launched in March 2010 is now the third-largest social network, behind Facebook and Twitter.
In March 2012, it tallied 2.3 billion page impressions to over 4 million unique visitors a day.
“We were all using [Pinterest] personally,” said Green of the social media team at Sony Electronics, “and realized the power of the platform to drive people’s interest in purchasing.”