Aon Corp. and Deltek Inc. were social media marketing headliners at BtoB's fourth annual Social Media Marketing Awards, held here March 20 in San Francisco as part of BtoB's Digital Edge Live conference. Both topped their categories in People's Choice Awards balloting as the top b2b social media marketing programs of the year.
For the second year in a row, Aon took People's Choice honors in the nontech category, this time for its Global Service Day campaign celebrating its 25th anniversary as a global brand. Aon devoted a single day to rallying its 62,000 employees to donate 25,000 hours of service to their local communities. Colleagues and partners were urged to use social channels to tell about the good work they were doing globally and to contribute photos to a master Facebook page. The #AonPassItOn hashtag tracked activity on Twitter, and more than 80 photos were posted on Facebook.
Deltek took People's Choice honors in the tech category for its Connect More program promoting the company's Insight 2012 user conference. Facebook was the campaign's hub for photos and updates, while Twitter hashtags #Insight2012 and #BestofInsight generated more interactions than any other social channel. A LinkedIn group hosted conversations before and after the event.
YouTube brought prospective attendees videos from past conferences, and Deltek partnered with InstaPrint to print onsite photos uploaded to Instagram with the #Insight2012 hashtag. The campaign generated about 700 new Twitter followers and 900 tweets. YouTube videos were watched more than 10,000 times, and Deltek added 1,000 followers to its LinkedIn company page.
Other People's Choice finalists this year included Adobe Systems for its “Metrics, Not Myths” video campaign; Dell Inc. for excellence in LinkedIn marketing; Emerson Climate Technologies for its “Painted Copeland Scroll Compressor” program on Facebook; and New Cities Foundation for its DeusM social media integrated campaign.
Here are the winners and runners-up in all categories in BtoB's Social Media Marketing Awards for 2013.