Wednesday, January 27, 2010

BearingPoint Social Media Marketing Case Study

Last Monday, I shared one of Strategic's new social media case studies (British Telecom) for marketers in the B2B and B2G area. It was a great example of how to use social media for business applications like supporting the large enterprise sales cycle and establishing a thought leadership position.

This week, I'd like to shine a spotlight on BearingPoint and its work in the Business-to-Government (B2G) market.

What do you think? I'd love hear your thoughts- leave a comment if you have a moment...

Situation

A large management consulting firm, BearingPoint had $1.3B in public services business alone. Yet competitors were even larger, with more sales reps and more resources.

Goal

BearingPoint wanted to align itself with Government 2.0, the U.S. government’s ongoing initiative to provide more services online. Ultimately, the company sought to penetrate new agencies for its consulting business.

Solution

Strategic helped BearingPoint develop a “New Thinking in Government” program that demonstrated leadership. Tactics included GovTwit, a directory of government executives using social media, which quickly became the “go to” site for finding such savvy execs.

In addition, a series of “New Thinking” videos featured BearingPoint executives in Washington D.C. locations familiar to the audience. Strategic linked viewership of the videos with a telemarketing campaign to key prospects.

Results

GovTwit quickly grew so popular that it became a traditional PR story in its own right, further boosting awareness of BearingPoint.

The “New Thinking” videos and telemarketing follow-up achieved their goal of opening doors to new prospects. The resulting business lunches yielded new relationships and new sales. The New Thinking video campaign has also been recognized as a finalist in three award categories by the Information Technology Services Marketing Association (ITSMA).

Here is a link to the whole case study, along with links to the various web sites: http://gotostrategic.com/site/index.php/site/cases/bearingpoint/
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