TopRank Online Marketing

Lee Odden

How 5 Large Consumer and B2B Brands Are Using Vine

Lee Odden on Oct 30th, 2013     Online Marketing, Social Media

TopRank on VineThis post is from one of TopRank’s social media strategists, Emily Bacheller. As companies look for examples of using different social media platforms, I asked her to find examples of major brands using Vine. Here’s what she found:

There’s been considerable debate in the marketing community as to whether or not Vine is a valuable social marketing tool for B2B brands.  While the six second video app has proved its worth to B2C organizations, B2B brands have lagged behind in testing this video platform.

In this blog post, I hope to show that Vine videos have a number of useful applications for companies of all sizes that would like to diversify their content mix. The highly consumable and shareable nature of these short videos as well as the ability to embed them on any web page means that you don’t necessarily need a large following on Vine itself to get major exposure.

Miranda Miller

Online Marketing News: Fortune 100 Social B2B Brands, Vine Embeds Coming to Twitter?

Miranda Miller on Feb 15th, 2013     Online Marketing News

B2B Fortune 100s Effective in Social

B2B Fortune 100 Companies Prove Effective in Social Media Marketing

Who ever said only B2C brands get to be popular on social networks? The two companies sitting atop the Social Effectiveness Index just happen to be B2B brands Honeywell International, an aerospace and defense contractor, and financial services company American International Group. MetLife, Aetna, Chevron and Walt Disney all made the top ten.

The presence and effectiveness of Fortune 100 brands were measured across five areas: share of voice, identification of influencers and advocates, engagement rate, touch rate and net sentiment. Goldman Sachs topped the list in the banking sector, while Kraft Foods takes the cake as the most effective Fortune 100 in the food & beverage social space. Researchers from Blue Ocean released their findings in the form of an infographic, as well as a report listing their methodology and the results for all 100 brands evaluated.

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