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The Crocodile - intelligent integrated marketing
  • Award winning B2B agency
  • Lead nurture campaign drives success for CSC
  • Big digital ideas to promote big data solutions for EMC
  • Helping Gemalto gear up for growth in an emerging market
  • F1 brand initiative drives strong brand awareness for Sage
  • Winner and Runner Up at the B2B Marketing Awards 2012
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Showcase

Giving EMC the Lead with Speed

This content-rich, social integrated campaign powered EMC major global production launch in 2013 ...More

Crocbites

Croc wins award for social ROI

Last week The Crocodile beat Manchester United at the Emirates Stadium in a result that reads more like a fantasy football update than a B2B marketing blog post. The agency had five entries shortlisted in the 2013 Social Buzz Awards and won in the Largest ROI category, beating consumer heavyweights including Sony, Manchester United and Bud [...]

Last week The Crocodile beat Manchester United at the Emirates Stadium in a result that reads more like a fantasy football update than a B2B marketing blog post.

The agency had five entries shortlisted in the 2013 Social Buzz Awards and won in the Largest ROI category, beating consumer heavyweights including Sony, Manchester United and Bud Light.

The Crocodile also received a Highly Commended runner up nod in the Best B2B Sector Social Media Strategy category. Both results were for our work with Ellisons, one of the UK’s leading suppliers to the professional hair and beauty industry.

The Crocodile was appointed by Ellisons to grow its social media audience, increase referral traffic, support a core business objective of growing online business by 20% in 2013, and drive awareness around the benefits of a new mobile website

Highlights of the project included the use of four social channels, a series of competitions to promote the benefits of shopping via the mobile website, a bespoke Instagram gallery for Facebook to encourage mobile user-generated content, and a highly targeted Facebook advertising campaign.

Results included a 73% increase in social referral traffic, a 255% increase in Facebook fans and a 526% return on marketing spend.

Our work with Ellisons to grow online business was the only B2B nomination in the Largest ROI category. We also had the only B2B nomination in the Low Budget category for our work with Nectar Business. While the opportunities for brand awareness and audience penetration have convinced most B2B marketers that social media is worth their time and effort, many are still struggling to calculate the return.

The Crocodile has devised an effective campaign framework for social media that includes social listening, audience build, content management, and lead nurture and is currently working with clients including Equinix, KPMG, Nectar Business, and EMC to put the buzz in B2B social. We look forward to showcasing this work in next year’s Social Buzz Awards!

A full list of the 2013 Social Buzz Awards results is available here: http://www.thedrum.com/award/social-buzz-awards/winners/2013

Christmas ads and B2B marketing

Unless you’ve been resolutely avoiding contact with the outside world, you’ll know that 2013’s Christmas ads are, well, everywhere in the UK. From the massive retailers vying to outdo John Lewis, to the perennial Coca-Cola Santa, it’s official: ‘Holidays are coming’. For B2C brands this is a unique time. Rather than talk about aspirational lifestyles or [...]

Unless you’ve been resolutely avoiding contact with the outside world, you’ll know that 2013’s Christmas ads are, well, everywhere in the UK. From the massive retailers vying to outdo John Lewis, to the perennial Coca-Cola Santa, it’s official: ‘Holidays are coming’.

For B2C brands this is a unique time. Rather than talk about aspirational lifestyles or product benefits, many focus on communicating their values and fostering empathy in their audiences. Perhaps this is something B2B marketers can learn from – could you communicate your values and build empathy as simply as these brands?

John Lewis – a “thoughtful giving” theme that is inclusive, considerate and personal

 

Sainsbury’s – a 50 minute feature film about people’s experiences of Christmas, with shared lives, food and family quirks at the forefront

 

Tesco – real families, part of life for decades, shared happy memories

 

Waitrose – socially responsible and giving something back

 

Which values would you communicate if you had the luxury of creating a Christmas ad?

I’m not suggesting that fibre manufacturers or managed services providers should create lavish 50 minute Christmas feature films, as fun as that might be. Instead this is about taking a moment to consider how your clients and customers are affected by your brand values, and how you can create a lasting impression and bond.

B2B marketers don’t have the luxury of massive above the line creative and media budgets so must utilise their channels throughout the year to reinforce brand values.

Consistent brand building is key. Your hypothetical ‘Christmas ad’ messaging could give you a new perspective on your annual marketing programme. Taken as a whole, how do your campaigns reinforce brand values throughout the year? Do your customers experience them consistently from awareness to purchase and re-purchase stages? And does anything run against the grain?

Don’t forget social in your review. The Crocodile has found that social channels are super effective at getting brand personality and values across. In social spaces you can truly live the brand and demonstrate that you are passionate and hands on, for example.

Which values would you prioritise in your Christmas ad? Let us know on Twitter @crocbites.

How to create leads on Twitter

Twitter is all about relationship building. It’s important to spend time cultivating a community of people who are interested in your knowledge and expertise, and who will share your information with people outside your immediate network, extending your reach across the social web. One of biggest mistakes B2B companies make on Twitter is failing to follow [...]

Twitter is all about relationship building. It’s important to spend time cultivating a community of people who are interested in your knowledge and expertise, and who will share your information with people outside your immediate network, extending your reach across the social web.

One of biggest mistakes B2B companies make on Twitter is failing to follow anyone other than perhaps a few journalists and colleagues. For a social media strategy to succeed you have to put time and effort into building your follower base. On Twitter you do this by proactively seeking out and engaging with people who are likely to be interested in your products or services.

If your competitors are on Twitter, have a look at who their followers are. Do the same with any trade press or high profile industry figures. Chances are many of the people following these accounts will be interested to discover you’re on Twitter.

It’s completely normal in Twitter culture to follow people you’ve never met before. The act of following someone is the Twitter equivalent of introducing yourself. If they’re interested in finding out more or getting to know you better they will follow you back, which could be the start of a rewarding relationship for both parties.

If someone doesn’t follow you back chances are they are not currently interested in what you have to offer. People will make a judgment based on your ratio of followers to the number of people you follow so it’s important to keep an eye on this. Following a disproportionately higher number of people than your number of followers can present a bad image and you might find it hard getting new followers.

In B2B, a ratio of 1:1 shows you are listening and being listened to, meaning you will be perceived as trustworthy. Having more followers than the number you’re following means you will be perceived as influential and a leader in your market.

When someone new follows you, take some time to look at who they are and try to gauge where their interest in you might come from. If they look like a possible lead, follow them back, say hello and thank them for following. It is ‘social’ marketing after all.

If you spend time and effort targeting the right people you will quickly grow your network. The connections you make will determine the strength of your community and ultimately what you will – or won’t – get out of Twitter, so it’s important to focus on getting this right. There are no shortcuts but there are tools that can help streamline the process.

The Crocodile has a strong track record in building Twitter communities. We’ve achieved over 12,000 followers for Nectar Business, 3,000 for the KPMG High Growth Technology team (in just five months), almost 100,000 followers for delicious. magazine and our client 3Dconnexion just broke the 20,000 mark.

If you need help getting your Twitter account to a point where it can start to have a real impact on inbound marketing and lead nurture, contact us here.

Awards

Nominated for nurture and content

It’s great to be shortlisted in the B2B Marketing Awards, but even better to make the grade in the two areas that everyone’s talking about …More

News

Helping loyalty go local

The Crocodile is proud to be working with Nectar as they bring the largest loyalty programme in the UK even closer to Nectar collectors - in local shops and businesses ...More

Thinking

The Slide One principle

B2B marketing works best when it shares the commercial objectives of the business – and makes a measurable contribution ...More

Our Clients...

The Crocodile works with a fantastic selection of innovators and market leaders across technology and business services