Ejemplo de empresa B2B obteniendo resultados en Facebook

Hoy quiero compartir una pequeña anécdota que acaba de contarme un cliente.

Antes de entrar en materia es importante señalar que las empresas B2B (Business to business) son empresas cuyos clientes son otras empresas. Existe cierta unanimidad (hablando de manera muy general) en pensar que las empresas B2B deben comenzar su estrategia de redes sociales con Linkedin y/o Twitter. ¿Significa esto que hay que dejar Facebook de lado? No necesariamente. Que Linkedin funcione mejor para estas empresas no quiere decir que no puedan obtener resultados en Facebook.

Bueno, vamos al grano. Mi cliente es una empresa de software empresarial. Les he realizado un plan de publicaciones en las 4 redes sociales principales (Linkedin, Twitter, Google+ y Facebook). La tipología de contenidos varía un poco dependiendo de la utilización de una red u otra. En concreto para Facebook he realizado una triple división con contenidos promocionales, emocionales y corporativos. En base a mi experiencia he podido comprobar que los contenidos corporativos con los menos utilizados por las empresas a pesar de que funcionan muy bien en Facebook.

¿Qué considero que son los contenidos corporativos?

  • Cumpleaños de empleados
  • Empleados que llevan X años trabajando en la empresa.
  • Aniversarios de actividad de la empresa.
  • Presencia en otros medio de comunicación.
  • Patrocinios deportivos
  • Colaboraciones benéficas
  • Nuevo material impreso: tarjetas de visitas, catálogos, flyers.
  • Rotulación de vehículos
  • Presentación de instalaciones
  • Nuevos empleados
  • Merchandising: llaveros, bolígrafos, etc.
  • Nuevos uniformes: polos, camisetas, etc.
  • Comidas y cenas de empresa: Navidad, festividades, etc.
  • Y un largo etcétera…

En definitiva, cualquier acontecimiento que ocurra en nuestra empresa constituye una excusa para ser comunicado.

¿Porqué funcionan tan bien las publicaciones corporativas?

Fundamentalmente porque en la mayoría de dichas publicaciones aparecen personas. Si a dichas personas no les importa ser etiquetadas multiplicaremos el alcance de nuestras publicaciones.

La anécdota

La anécdota que comentaba al principio se basa precisamente en el uso de una publicación corporativa. Mi cliente ha cumplido recientemente 20 años de actividad y lo han celebrado como si se tratara de un cumpleaños con todos los empleados. Las fotos del evento las han publicado en su fanpage de Facebook.

Una semana después de la celebración, mi cliente asiste a unas jornadas relacionadas con su actividad. A dichas jornadas asisten muchas otras empresas de su sector. En cierto momento se le acerca una persona para felicitarle por sus 20 años de actividad. Mi cliente me confiesa que había visto a esta persona varias veces con anterioridad en otras jornadas pero nunca habían tenido la oportunidad de hablar. Gracias a esta conversación surge una oportunidad comercial ya que esta persona representa a una empresa que puede colaborar con mi cliente. Y todo gracias a haber subido a Facebook varias fotos de los empleados comiendo tarta.

En definitiva

Facebook da visibilidad a las empresas. Si tus clientes son otras empresas, será difícil que realices ventas directas a través de Facebook. Sin embargo no debes olvidar que en dichas empresas trabajan personas que sí que están en Facebook y nunca sabes cuándo se pueden cruzar en tu camino.

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