When it's mentioned in the marketing of B2B technology companies, most people's cognition remainsDo exhibitions, participate in industry forums, issue media draftsstage.

The rise of social media seems to have opened up the door for everyone, but after all these years, there are few good cases...

In fact, the situation is:

Many brands don't understand why they do social media, but they have to;

Many brands think that learning Durex to do personality, hot spot rapid response, called social media marketing, but hot pursuit is very painful, not effective, but become "four unlike";

Many brands, even if they continue to invest, do not have a systematic thinking, do not know the goal, have to face KPIs and the results of the bleak situation

……

Today, let's give you some key thoughts and revelations:

Social media marketing has been developing for so many years, INTEL, IBM, GE, Siemens are not short of innovative attempts, they all grasp an unsothical basic law ...

It's very redINTEL INSIDE ads

The once-popular INTEL INSIDE ad has made INTEL a well-known brand in the B2B field compared to Coca-Cola, Disney and McDonald's for end-consumers.

Intel processors greatly improve computer performance, making systems run smoother, more efficient, and more reliable. But to get that message across to end-consumers, Intel has to rely on computer makers, who are not happy to do so at first.

In this case, Intel's visibility is low, and end consumers know little about processor manufacturers in their computers, just as we don't know the engines used in cars.

In 1991, Carter, INTEL's marketing director for the year, launched the INTEL INSIDE (Built-in Intel) co-marketing program.The core is the reward-based advertising collaboration model.

Intel pulls a percentage of its processor sales from advertising funds and returns them to computer makers to share the cost of advertising(Additional charges for adding the Intel logo)。

Adding the Intel logo will not only maximize advertising costs for computer makers, but also tell consumers that the computer uses cutting-edge technology.

The program was implemented in July 1991, and by the end of that year, 300 computer manufacturers had signed agreements with Intel to support the Built-in Intel program.

The program continued until 2006, becoming one of the most successful marketing campaigns in INTEL's history and one of the world's largest co-marketing campaigns, supported by thousands of computer manufacturers.

Making INTEL, despite its position in the B2B field, ranks in the top 10 of several brand value lists, making it a well-known brand for end-consumers compared to Coca-Cola, Disney and McDonald's.

The success of these B2B corporate brand marketing efforts captures a basic rule:

B2B2C——By talking about how the key technologies of B2B can be applied to the products of B2C customers, the end-consumers feel the benefits.

In this way, marketing workFrom professional obscure technology market education, extended to consumer lifeand become vividTalk about the technologies behind them, how to provide key technologies for best-in-class products that together make a positive difference in consumers' lives.

Social media, the best path for the enterprise market to end-consumers, is a big gold mine that has been grossly underestimated.

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So how do you reach end consumers through social media?

Today, we set our sights on Siemens, a 100-year-old store where Siemens China is playing with new tricks on social media.

In 2016, Siemens China launched a brand-new manifesto: Ingenuity for life Chinese is "broad and profound, with the same heart."And Siemens China's attempts to spread a brand new manifesto on social media will definitely refresh your awareness:

Siemens China has long used WeChat to deliver accurate marketing, case studies, training and after-sales service to different groups of people.

With WeChat Public Number, users can:

• Get rich and interesting content, the first time to understand Siemens black technology;

• Anytime, anywhere to submit service needs, query the progress of services;

• Make a quick appointment for a medical product repair,

• Enter an identification number to verify the authenticity of the switch socket product

• ……

In addition, users can participate directly in the Siemens exhibition or event on WeChat, participate in online research, and fully enjoy the convenience of the mobile social era.

However, as a senior player in the B2B field, Siemens China is not content to develop on the WeChat platform, tooActively expand the new platform - know。

In July 2016, with 60 million registered users and 13 million daily users, the company launched an institutional account, becoming the third-largest social platform outside of Weibo WeChat. Siemens China joined for the first time, becoming one of the first ten companies to be admitted to the company and the only B2B company to do so at the time.

Talk about the industry dry goods, do exquisite content, Siemens professional knowledge model, gradually and seriously know the netizens more and more close. After six months of operation, accumulated 15,000 fans, received nearly 7,000 likes, answers and articles have been read a total of one million, won the title of the top 10 institutions of the year account.

Since everyone agrees that B2B should do a good job of content marketing, it should tell stories. So how do you tell a good story?

Siemens China 3 friends circle ads, using 3 industry scenarios to explain how Siemens technology can change human life:

• Shanghai Center Dynamic Infographic Poster on Sustainable Energy

• World Cup hot interactive game H5 for the future of manufacturing

• 90 seconds to take you around the world animated about smart infrastructure

From pictures, infographics, to H5, video, different forms, the concept, the case is expressed in full.

The first wave of friends circle ads spread the themeSustainable energy。

Siemens selected the intelligent building case in the center of Shanghai, using dynamic GIF pictures and flashback reading to tell the story, seeking new and different forms of expression aroused wide interest of users, the article was widely reproduced, and promoted the in-depth dissemination of the case. 

The second wave of friends circle advertising dissemination theme isThe manufacturing industry of the future。

June coincides with the European Cup in full swing, with the help of football hot spots, Siemens launched a hand-painted interactive H5 game, the future of manufacturing and football linked together, "a football match time, to create 100,000 personalized custom football", the future of manufacturing digital design, flexible production and efficient production of several characteristics to show the most vivid.   

The third wave of friends circle advertising dissemination theme isSmart transportation。

"90 days to take you around the world, experience different traffic style", through a style of light, novel form of MG short video, Siemens took users to Zhuhai, a beautiful seaside city, embossed experience Siemens intelligent transportation brought about by the convenience of travel. 

In the era of net red, Siemens took a different path and played a "finding knowledge net red" activity. According to Siemens, most engineers are in fact industry experts, encouraging employees to participate in knowledge sharing and interaction. (The same is true for other B2B companies)

From the launch of the campaign - selection knowledge network red - to encourage participation in the knowledge of the answer - external collection - excellent answer compilation secondary dissemination, excellent staff were also selected to participate in the "professional introduction" program.

Step 1：Siemens China Online launched the "Finding Knowledge Network Red" campaign.

Through full mail, push 35,000 Kochi engineers staff group, through the "Siemens West" content enterprise micro-signal, accurately reach employees, share with customers and partners, invite engineers to participate in the answer activities. Online and offline in Beijing, Shanghai, Guangzhou three research and development centers to put up activity posters to promote the deep participation of employees.

Step 2: PassWeChat Public launched a "Change the World."Engineers, please answer the "event."

Invite engineers from all over the network to participate in the knowledge platform "As an engineer, where does the greatest sense of accomplishment come from?" "Answer activities;

Step 3：UGC content is transmitted twice after it is compiled into PUGC content. 

On the one hand, through Siemens West published a collection of refined answers, will reflect the Siemens corporate culture, the spirit of engineers wonderful answers to the internal dissemination, further expand the scope of the impact of activities, positive output of corporate values.

On the other hand, through Siemens China issued a network of engineers wonderful answer compilation and award announcement, the engineer culture and Siemens brand image closely tied together, highlighting Siemens in the manufacturing sector, talent training influence.

Step 4：On behalf of Siemens engineers, the excellent answerer appeared on the program "Professional Introduction Institute" to tell the story of achievement as an engineer.

On April 13, 2017, the program "Iron Man of China", which is dominated by Siemens engineers, was broadcast, and soon reached nearly 1.5 million broadcasts, earning enough industry attention, which is rare in B2B marketing. 

Siemens engineers are aware of the "Professional Introduction Institute" program

The whole knowledge of marketing activities, for Siemens China in the knowledge of this well-known gathering platform, access to enough attention, accumulated exposure of more than 2 million people.

One of the hottest topics is "Where does the greatest sense of accomplishment come from as an engineer?" ", the cumulative harvest of nearly 300 wonderful answers, some show professional standards in the industry, some of the complaints are not informed and deeply informed, full of sketches of the Chinese engineers group.

At the end of the event, Siemens China happened to beLaunch an agency account, harvest a large number of fans, further consolidate the results of the event.

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Revelation.

CampIng Labs has been involved in Siemens social media communication planning, what are our thoughts on communication strategy?

1. Actively innovate and expand new platforms.

More than just sitting on the 300,000 WeChat fan bonus, pre-emptively, "take the lead in occupying the platform, as if to grab a limited number of snowball tickets." "Siemens China is actively expanding the Blue Sea, which knows the new platform, to open up a broader brand marketing space.

2. In the age of content as king, in the form of social media, prying and spreading.

From dynamic images, to interactive H5, to MG short video, Siemens uses flexible forms of expression, always attract the user's valuable eyes, cleverly achieved the goal of communication.

3. From PGC to PUGC, mobilize employees as content creation and co-dissemination KOL, online and offline activities linked to create knowledge network red.

As the most understanding of corporate culture, most familiar with product characteristics, and have a common interest in the demand of a special group of people - employees, is every B2B enterprises should pay full attention to the marketing force. In the process of social marketing, cleverly organizing the relevant employees to participate in brand communication activities can not only arouse the employee's sense of belonging and mission, but also help to produce deep and wonderful content and expand the communication radius.

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Above, whether it is active innovation, the expansion of new social platforms, content marketing, from graphic to visual marketing, from PGC to PUGC, professional production content to professional teams and users joint production of contentAround one core: B2B2C.

Behind the enterprise procurement is the people,The essence of business is to do it with peopleB2B is only the business type of the enterprise, but to do marketing to the enterprise, the essence of the key decision-makers of marketing;B2B2C - Marketing to enterprises, to be transformed into marketing to business-related decision makers, and marketing to the general public。

Social media, the best path for the enterprise market to end-consumers, is a big gold mine that has been grossly underestimated. It's just, you haven't had a good time yet.

- Thanks for watching