Marketers explore social media integration at 'BtoB' NetMarketing Breakfast

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Chicago—A panel of four b-to-b marketing executives revealed how they are integrating social media into their overall marketing programs at BtoB's NetMarketing Breakfast Wednesday here. The panelists were Neal Campbell, senior VP-CMO at CDW Corp.; Belinda Hudmon, senior director-integrated marketing at Motorola Solutions; Brian Krause, VP-marketing and communications at Molex Inc.; and Maureen Moore, VP-marketing and communications at Fellowes Inc. “Social media is integrated into everything we do,” Krause said. “Social media is not a one-off. It's not a one-and-done type of thing.” And most of the panel—with the exception of Campbell, who said his marketing budget was up about 8% this year—are engaging in social media marketing while their budgets remain flat. Krause said his boss was skeptical of social media when Molex, which makes connectors for a variety of industries, first experimented with it about three years ago. “My boss told me, "Brian, no one is going to watch a video on a connector,' ” Krause said. But Molex's YouTube page has had more than 200,000 views, Krause said. The company also has more than 2,000 Twitter followers. To take advantage of the product design being done overseas, Krause said Molex is also using video-sharing and microblogging sites in China. Campbell discussed how CDW's recent humorous campaign featuring former NBA star Charles Barkley, which ran during the NCAA Men's Basketball Tournament, used social media. “People attach to humor,” Campbell said, adding that social media users like to share this kind of video. The numbers appear to bear him out. He said the Barkley campaign generated about 2.2 million online video views. Moore also said the ability of an advertising campaign to straddle television, print and digital is critical. She said Fellowes' customers have “one foot in print and another in digital.” Moore said Fellowes used office products bloggers to help promote the company's paper shredders. Fellowes sent industry bloggers the company's “100% jam-proof” paper shredder and challenged them to jam it. When the bloggers couldn't, they wrote positive stories, Moore said. Hudmon said her company is diving deep into mobile (the company has mobile sites in 11 different languages) and into many kinds of social media. But she emphasized that Motorola is not ignoring search in its efforts to harness the power of mobile and social media. She pointed out that Motorola Solutions derives 35% of its Web traffic from search. Facebook is the fifth-biggest driver of traffic to the site. “Search may be old school, but it's our bread and butter,” Hudmon said.
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