PRO Case Study
Case Study: Four Steps to Spurring B2B New-Product Awareness and Sales via Twitter
by Kimberly SmithCompany: COOP Ale Works
Contact: JD Merryweather, cofounder and partner
Location: Oklahoma City, OK
Industry: Food & Beverage, B2B
Annual revenue: Confidential
Number of employees: Confidential
Quick Read
For the end-users of Oklahoma City brewery COOP Ale Works, what could be more enticing than the lure of free beer?
"So what would you think if you could try our beer b4 the general public had a chance. Say something special only for the twitter community?" read the company's tweet on February 17, 2009.
Those 139 characters sent out via Twitter ignited a campaign the story of which can practically be told by the tweets left in its wake, these among them:
PRO Membership is required to access this marketing case study. Sign up to read the full case study and gain access to all of our PRO content!
Sign up for a 2-Day Free Trial »
Learn more about PRO Membership »
Rate this case study
Overall rating
Not a member? Sign up...it's free! Log in to add a comment!
Editors' PRO Picks
-
On Demand Seminar: Growing & Engaging Your Subscribers, Fans, and Followers
Presenter: Jeff Rohrs
Learn how to effectively grow your fans, followers, and subscribers with integrated social media and email marketing. more -
Take 10 Author Series: How to Fascinate People With 7 Key Triggers
This webcast with Sally Hogshead covers key ideas from her best-selling book, Fascinate: Your 7 Triggers to Persuasion and Captivation. more
-
On Demand Seminar: B2B Social Media Marketing Power Hour
This FREE preview of SocialTech '12 helps you discover essential elements of powerful B2B social media marketing. more
-
Take 10 Author Series: How to Be Bold With Your Social Business Agenda
In just 10 minutes, Sandy Carter, author of Get Bold: Using Social Media to Create a New Type of Social Business, shares how to create a social business agenda more
-
Improve Your Small Business Marketing
Learn everything you need to know to grow your small business—from taglines, to plans, to websites, and more—in our handy, 65-page guide, DIY Marketing Essentials for Small Business. more
-
Tame the Giant: The Complete Field Guide to Facebook Marketing
Get the most out of your Facebook presence with our new, 55-page guide to Facebook marketing. more
What's New
Facebook Ad Spend Growth Outpacing Paid SearchSocial MediaPosted 2/10/2012 8:00:00 AM
Social Media Users Prefer Social Login Over ...Web SitesPosted 2/9/2012 8:00:00 AM
Luxury Shoppers Use Social Media to Flaunt ...Customer BehaviorPosted 2/8/2012 8:00:00 AM
Android Gains in Smartphone Market, Apple Also ...MobilePosted 2/7/2012 8:00:00 AM
Optimizing the Customer Journey: Strategy and Case StudyAttendee rating:
B2B Social Media Power HourAttendee rating:
- Website Translation: Conquering New Language Markets to Gain ...Attendee rating:
- Ad Copy
- Advertising
- B2B Marketing
- Benchmarking
- Blog Comments
- Blogging
- Brand Ambassadors
- Brand Awareness
- Brand Equity
- Brand Loyalty
- Brand Positioning
- Branding
- CAN-SPAM
- Career Management
- Case Studies
- Channel Marketing
- Chief Marketing Officer
- Collaboration
- Community
- Content
- Content Marketing
- Copywriting
- Creative Briefs
- Creativity
- CRM
- Customer Acquisition
- Customer Behavior
- Customer-Centric
- Customer Engagement
- Customer Experience
- Customer Loyalty
- Customer Relationships
- Customer Retention
- Customer Satisfaction
- Customer Service
- Digital Marketing
- Direct Marketing
- E-Commerce
- Economic Crisis
- Email Campaigns
- Email Deliverability
- Email Lists
- Email Marketing
- Email Service Providers
- Email Subject Lines
- Green Marketing
- High-Tech Marketing
- Hiring Outside Resources
- Hispanic Marketing
- Interactive Marketing
- International Marketing
- Keywords
- Landing Pages
- Lead Generation
- Lead Nurturing
- Logos
- Management
- Market Research
- Marketing Analytics
- Marketing Budgets
- Marketing Challenges
- Marketing Dashboards
- Marketing Inspiration
- Marketing Operations
- Marketing Plans
- Marketing Smarter
- Marketing Strategy
- Marketing Tips
- Measurement
- Metrics
- Mobile Marketing
- Naming
- New Media
- Newsletters
- Non Profits
- Online Marketing
- Permission Email Marketing
- Personal Branding
- Personalization
- Positioning
- Positioning Statements
- PowerPoint
- PPC Campaigns
- Press Kits
- Pricing
- Print Collateral
- Product Management
- Product Marketing
- Promotions
- Public Relations
- Public Speaking
- Recession
- Referrals
- Research Summaries
- ROI
- Sales
- Search Engine Marketing
- Search Engines
- Segmentation
- SEO
- Services Marketing
- Small Business
- SMS
- Social Media
- Social Networking
- Sponsorship
- Surveys
Join over 434,000 members ... SIGN UP!
Already a member? Sign In!
Comments
Great example of using Twitter. How many followers were established to start and how were followers initially obtained? It seems that having a significant number of followers would be key to this working.
JD Merryweather & COOP Ale Works only had a few hundred followers, but greater reach was achieved by teaming with others who had already established their own groups of followers.