The last place most business men and women expect to find new business

contacts is on social media websites. However, places like Facebook,

Twitter, YouTube, and Linkdin, are great ways to connect with customers on a

business to business level. This unconventional way to reach new business

clients seems as though it may be a shot in the dark, but many companies are

finding that using social media in B2B marketing is highly effective.

1. Kinaxis Directs Traffic with Online Community

Under the direction of Kristen Watson, Kinaxis developed an online community

for business professionals. By finding where their target audience spent

their time online Kinaxis could become present on the site and the target

audience could be directed to the Kinaxis community. The goal was to double

web traffic as well as the conversations about Kinaxis to bring information

about the company’s supply-chain management solutions.

2. Oracle Uses Hub and Spokes Model to Drive Social Media

The goal in Oracle's social media strategy was not to create a new form of

social media, but to enhance the already existing Oracle Partner Network

(OPN). This means that, using the OPN as the so called hub of the operation

and the social media links as the spokes to engage the customers more deeply

in the activity of the OPN. Oracle trained 25000 partners virtually, while

they maintain a partner to partner value.

3.Blogging Engineers at Indium

Indium, a developer, manufacturer, and supplier of electronic assembly

materials, recruited 14 engineers to blog on its website. The blog provides

an alphabetic archive of posts that can lead to conversation and business for

Indium. Each of the blogging engineers has a profile including a headshot,

bio and contact information which allows for a more personal connection with

potential partners.

4. American Express OPEN Engages Small Business Owners

American Express OPEN realized the priority of social media to potential

customers and developed OPEN forum. It is so popular that the site has

succeeded in increasing the number of visitors by 525% in the past year and

now have over 1 million followers. The site also includes an 'Idea Hub' where

member can network and customize topics to their interests.

5. HSBC Bank Invests in Social Media

The businesses that have invested in HSBC in past years, as well as potential

new customers have access to the HSBC Business Network, a social media tool

that allows both the customers and non-customers to share and engage in the

active forum. This forum was so successful that it is now almost entirely

user run and the homepage is filled with messages and posts from users. This

social media tool is not only a way for HSBC to connect and provide for the

businesses already investing in them, but a way to reach new target

entrepreneurs.

6. Cisco's Meltdown Viral Campaign

Cisco boasts it's unified mobile communicator service to IT and business

clients through a video of a businessman having a meltdown in a hotel because

he cannot reach a coworker. The video goes from hilariously bad to worse as

the man's frustration builds until he explodes into rage. The video is

incredibly entertaining for over 80,000 people have viewed in on YouTube.

This video also has a clear call to action which the creators of this

campaign must surely hope viewers will act upon.

7. Microsoft Advertising as a Social Media Powerhouse.

For years Microsoft Advertising has successfully used social media strategies

to connect and market to businesses. With a new community site called

adCenter and new accounts with Twitter and Facebook, it’s clear that social

media marketing is a high priority for Microsoft Advertising. Other forms of

social media they utilize to grow the adCenter community are videos, blogs,

photos and coverage of industry events.

8. Archer Technologies Community and Exchange

Archer Technologies has launched two social media campaigns; the first,

Archer Community, is an online forum for customers to share and connect on.

There they post feedback that helps the development of Archer products. The

Archer Exchange provides an online marketplace that connects customers to

downloadable applications developed by other Archer clients.

9. Cree Uses Social Media for Awareness

LED Manufacturer Cree hopes by embracing social media with their current

campaign "LED Revolution" focuses, not on sales, but to promote knowledge

about LED lights. Each day this interactive website is updated with

hilarious videos that encourage the viewers to, "break the fluorescent

shackles." In addition Cree also uses Facebook and Twitter as leverage in a

push/pull approach.

10. SolidWorks Viral Video

The engineering software company, SolidWorks, created a series of viral

videos appealing to engineer's sense of humor. Titled "SolidWorks vs.

Origami Master Torimoto," the video highlights key aspects of SolidWorks'

benefits as well as their core products. The clear call to action in the

video creates leads for SolidWorks.