Proving the value of social for B2B
Can we engage engineers through Social Media?Analog Devices (ADI) wanted to better engage their key target of design engineers. Knowing that a significant portion of engineers connect through professional networks, ADI believed a social media program designed to engage them could eventually be used to attract new customers, increase sales and help build loyalty.
The SMAC Stack InsightsCreating engaging content that is relevant to your target audience and has a strong call to action will see outstanding results to build your brand on social.
Our solution: give them a challenge they can’t resistWorking closely with ADI’s marketing team, we designed a social media contest that would pique engineers’ interest by appealing to their innate need to respond to a professional challenge. The contest connected engineers problem-solving skills with an ADI product—the ADXL345 Accelerometer—by asking them to guess the G-force of a small rocket. The premise of the contest—“Guess the Gs”—was laid out in a video, along with visual examples that would provide a frame of reference for estimation, including a model rocket outfitted with an ADI accelerometer to record the actual Gs.
Not quite rocket science, but a lot of thoughtful workIn developing the test, we had to balance our desire for it to drive measurable behavior with business impact, with the need to make the contest fun and easy to participate in. This meant designing a user experience and process flow that would work regardless of whether users were logged in or registered as a user of analog.com. We performed a number of use case analyses to identify situations where problems might occur, and then developed business rules to address those. Once the social media design and architecture were in place, we worked with ADI to integrate it into contest-specific landing pages, and linked those pages to product pages on analog.com.
Results in the stratosphere“Guess the G’s” broke all records at ADI for social media engagement metrics, including 4,885 unique contest registrations, 7,236 video views on analog.com and 9,864 video views on YouTube.
About AyantekAyantek is a digital strategy and solutions firm focused on delivering value through Social, Mobile, Analytics, and Cloud (SMAC) technologies to some of the world’s largest organizations. Our global consultants based in Boston and India are industry experts with decades of experience conceiving, designing, building, and managing interactive programs that drive measurable improvements and deliver competitive advantages for our clients. We help our customers achieve market leadership through a combination of strategic thought leadership, exceptional user experiences, and industry-leading proprietary and open-source technologies.
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