Social media marke-ng
Best prac*ces B2C, B2B July 2013
Air Asia A full-‐service social media strategy
• Main booking feature is on Facebook: each deal can reach the friends of each of their 1.9M fans
• CRM turns social: every case solved is seen publicly but other: Air Asia is a reac-ve brand
• CEO personal branding: Tony Fernandes gives the corporate culture by being ac-vely twee-ng
Starbucks Crowdsourcing to cut R&D costs
• More than 100K proposals from the community on new Products, Experience, and Involvement
• A gamifica-on-‐based plaQorm: top members get vouchers, prizes, exclusive rewards
• A mix of R&D, corporate social responsibility and community engagement
Maersk Line A B2B brand with millions of fans
• A first audit helped the brand to focus on 4 topics: communica-ons, customer service, sales and internal usage. Their targets were dispatched in four groups: Fans, customers, employees, experts
• 1M fans on Facebook and a strong sense of community, and the selec-on of an “all-‐star team” of employees to manage the page
Cisco Thought leadership in B2B through videos
• Several videos coming online every day from the various department of the company: Q&As, demo of products, event coverage
• Distribu-on on social media through Facebook, TwiZer, LinkedIn
• More than 5M views on Youtube and 33 000 subscribers + huge SEO/thought leadership win
American Express Empowering small businesses with a forum
• To serve its SMEs clients, Amex offers a popular networking & idea forum: Open Forum
• New content is provided every day: videos, experts posts, chats…
• 160 000 unique visitors in 2008, more than 1M today, and 300 000 fans on Facebook
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