Monday, February 15, 2010

Sun Microsystems Social Media Marketing Case Study

I hope you had a great weekend and a romantic Valentine's day! As you know, I've been posting my firm's new social media marketing case studies for everyone to read, learn from and talk about. This week I'd like to showcase one that combines lead generation, the SMB market and is really production promotion focused. Hard to do with social media you say? Well, read on...

(As always, I'd love hear your thoughts- leave a comment if you have a moment...)


Best known for enterprise-level databases and servers, Sun Microsystems needed to promote its new Amber Road line of less-expensive, open-source storage software.


Sun wanted to reach small and mid-size businesses with 200 to 2,000 employees, but didn’t want to waste time and money on potential prospects who might have no need for the new software. Also, the modestly priced product could not justify a traditional advertising or direct marketing effort.


Strategic created “Open Road to Savings” where participants could share ideas for small and mid-size firms to save money. While all content was free, access to premium content required registration—for example, to receive an e-book or attend a webinar.


By showing interest, registrants enabled Sun to focus on only the best prospects for Amber Road. Now Sun distributes an ongoing flow of quality leads to its network of value-added resellers (VARs).

Here is a link to the whole case study, along with links to the various web sites:
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