iQ by Intel Takes the Food Cart Viral: A B2B Demand Gen Case Study

August 28, 2012

I was checking out one of my favorite foodie blogs, Eater 38, when I came across the iQ by Intel series on Mobile Food. These videos investigate how popular food carts in New York and Portland are using technology to succeed. The first, “Starting the Food Cart,” shows mobile restaurant owners discussing how technology shapes the industry. Next, “Powering the Food Cart” looks at how these businesses use the latest payment technologies. And the third, “Promoting the Food Cart,” will show how they use social media to connect with customers. I think these are great examples of how smart content becomes discoverable—by revealing something people want to know and are excited to share.

A colleague of mine knows Bryan Rhoads, iQ Editor-in-Chief, and he gave her the inside scoop about this project. “iQ is designed to feed a content-hungry 24/7 cycle. It may sound cliché, but content is the currency of the modern web…and social shares are the transactions in this market place for eyeballs and exposure.”

How has iQ been effective in grabbing eyeballs? “As consumers of information, we still Google or search for information, but content discovery has changed. I’m much more likely to discover interesting items, news and product offerings in my social news feeds like Facebook, Twitter and Google+. An additional and very pleasant surprise for us is how often we’re seeing our content in news aggregation sites, magazines and apps like FlipBoard or Zite. That’s effective modern marketing. That’s how the game is now played: getting one’s content to appear organically in these new tools and apps. Seeing an iQ story, including the Foodcart series in FlipBoard and Zite, is what it’s all about.”

How can businesses increase exposure? “It’s a 24/7 on-demand market place. Brands need to think more like publishers, i.e. cater to what the audience needs, wants or wants to share. iQ’s content strategy is ‘demand-side’ economics, not the ‘supply-side’ where brands have traditionally focused. Brands historically want to supply content and messages that they want to push out. However, in this on-demand world, messages and content will fall helplessly flat if there is no demand.”

The Mobile Food series is a great reminder that we can increase awareness and credibility without being salesy. One of my social gurus, Carmen Hill, agrees that these guys have knocked it out of the park. “I love what Intel is doing with the iQ site. Bryan and his team have truly blazed a trail with their social and content marketing practice. It’s so easy to fall back on the bad habit of always talking about ourselves. What Intel is doing—and what we should all aspire to do—is to create content about things our audience cares about. Talking about our products is boring. Talking about how our products help get your lunch paid for and ready to eat faster is much more interesting.”

The takeaway? When B2B demand gen efforts are aligned just right with what’s hot, content can become not just relevant but magnetic.

How are you delivering the content your audiences are hungry for in ways that reveal your true value—and get you the eyeballs you want?


6 Tips & 10 Touch Points for Social B2B Demand Generation

July 19, 2012

Today, social media is as important as email and whitepapers in driving demand generation success—and this is widely recognized by high-performing businesses. In fact, according to a recent study by the Aberdeen Group, 41% of best-in-class companies have integrated social media with their lead management and lead scoring efforts. And 33% of those companies have integrated social profile data into their customer or prospect records.

If you’re considering using social media to generate leads, you’ll find dozens of guides and thousands of blog posts on this topic. I think Eloqua’s The Grande Guide to Social Demand Generation delivers a succinct and useful introduction that will help you dip your B2B demand gen toes in the social waters. Below is my distillation of the guide’s greatest hits.

Blueprint for Your Integrated Contact Strategy
I’d suggest that companies getting started in the social sphere check out “10 Touch Points for a Socially Savvy Contact Strategy” by Carmen Hill, Social Media Strategist at Babcock & Jenkins, on page 8 of the Grande Guide. (Yes, I’m biased because we work together, but we work together because Carmen is awesome!) I’m going to share my three favorite tips from Carmen here:

1.    Influence the influencers
Participate in influencer blogs and forums by providing relevant, data-rich content and commenting or responding when appropriate.

2.    Be social
Interact with others on social networks by joining or starting relevant conversations, sharing content and providing your insights.

3.    Nurture relationships
Stay in touch with responders via email and social channels until they indicate interest or intent to purchase.
I think Carmen offers a smart place to start, without biting off too much. I encourage you to read the rest of her tips about how to get your message in front of the right people at the right time.

Six Success Tips from Sage Software
Take a look at the case study “How Sage Went Social in Just One Year” on page 4 of the Grande Guide to learn how Sage Software established a social media presence for their human resources products that outpaced the competition in just one year by following these six steps:

1.    Outline clear goals
Reached influencers by developing a content creation process that feeds social engagement and joining prospects’ and customers’ conversation.

2.    Find the audience
Conducted a social media audit for their space, identifying the relevant posts, articles and targets to engage.

3.    Pick the platforms
Focused on creating a branded presence on the four most relevant channels for HR conversations: Twitter, Facebook, LinkedIn and YouTube.

4.    Identify the influencers
Developed a methodology for identifying and reaching out to the key influencers in the HR social space leveraging tools like Klout.

5.    Turn on the tools
Employed a socially savvy content management system and marketing automation platform.

6.    Measure meaningfully
Through a custom dashboard, measured number of leads generated and cost per lead.
What I most appreciated about this case study is how it demonstrates that taking basic (and repeatable) steps can make a significant impact.

Get even smarter about social
Want to dive a little deeper into the social B2B demand gen waters? Check out a few of my previous posts, plus other industry intelligence:
•    A Knockout Social Media Guide for the B2B Chief Marketing Officer (CMO)
•    How to Use Social Media Tools for B2B Demand Generation
•    Two Major Building Blocks for Social Media Success in B2B Demand Generation
•    Develop a Winning Combination for Social Media Integration: 9 tips from a recent MarketingSherpa webinar
•    Understand How B2B Social Media Connects to Your Audience


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