We are excited to announce that iProspect and Lenovo were named finalists for the Forrester Groundswell Awards in the B2C social relationship marketing category. The Forrester Groundswell Awards recognize campaigns that demonstrate excellence in social marketing. We believe our collaboration with Lenovo to drive consumer engagement, traffic and ultimately sales of Lenovo products is an outstanding example of the impact of social media and search on consumer purchasing decisions. This is a huge industry honor, and we celebrate the acknowledgement as we further commit to pioneering digital performance for our clients.
From strategy to execution, the Lenovo/Google+ ‘Easter Egg Hunt’ campaign was delivered in less than 1 month, resulting in a 15:1 return on investment. Campaign specifics can be found here.
I want to briefly highlight the thinking behind the Lenovo campaign. I believe this approach should inform future B2B campaigns. Simply, the growing impact of social media on search rankings has largely influenced search strategy. We’ve moved from pure link building to content marketing and engagement, challenging marketers to interconnect search marketing and social media to come out ahead.
Google+ is often considered an outlier among the popular social media networks. What many marketers don’t realize is that Google+ is a top 5 social platform and successful campaigns can have an enormous impact on brand exposure within Google itself. Google’s +1 button (directly next to results links) reflects user intent and aggressively pushes Google+ social data and user profiles into the Search Engine Results Page (SERPs).
Lenovo and iProspect knew that Google’s algorithms consider social signals to impact personal search in the SERPs and worked closely to develop a timely and creative online Easter Egg Hunt for the Australian market.
Here are some numbers to drive my point home: Did you know what 94% of B2B buyers research online before converting? And they get 60% of their decision-making information through this research process? We’ve also found that 8 out of 10 B2B marketers use paid social as a channel, yet struggle to measure its impact.
These numbers make it clear that it is critical for B2B brands to be in the right places online, with the right messages. This means that social media and search must work together to drive business results.