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Masco Cabinetry and Attunity

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Masco Cabinetry, a manufacturer of kitchen and bath cabinets by interior designers and sold by home-improvement retailers, wanted to raise awareness of its products at last year's Kitchen & Bath Industry Show. The company used Facebook, Twitter, QR codes and YouTube to drive attendance to its booth and increase social engagement. Masco promoted its KraftMaid cabinets on YouTube and featured Ed Sanders, carpenter for the TV show “Extreme Makeover: Home Edition” at its booth. Invites were sent via YouTube. Twitter drove booth traffic with short bites, and Facebook offered visitors a photo session with Sanders for posting on the brand's Facebook page. Also, Masco's Merillat cabinet brand featured cooking demonstrations by spokesman and celebrity chef Curtis Stone, prompting numerous tweeted photos. The KraftMaid brand saw its YouTube views grow by 42%, with Twitter followers up 7% and Facebook fans increased 10%. The Merillat brand increased total Twitter followers by 12% during the event. Each brand saw significant use of QR code scans during the show. Data integration company Attunity produced two or three webinars and optimized news releases a month, with a LinkedIn community of 1,300 members. But the company wanted to drive more social engagement with a stronger focus on content. In December, Attunity contracted an outside writer to develop e-books and white papers. A blog was established, with each white paper supplying three to five blog-post topics. As white papers went online, Attunity increased blog postings to twice a week. Meanwhile, the company extended social participation to Facebook, Twitter and YouTube, and overhauled its Web messaging and landing pages to be less IT-focused. Clearly defined calls to action were added, and registration forms were minimized to boost conversions. From December to February, site traffic increased almost 10%, with page views up more than 15%. The company plans to produce more videos about its products featuring customer testimonials, and more blog commenters and forum participants.
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