I’m always interested in discovering how companies in different industries use social media. This is especially true for companies that fall outside of the tech sector, and who’s target market might not be techies, geeks and early-adopters.
One such company is Genumark, one of Canada’s largest suppliers of promotion merchandise. I had the opportunity to interview Marc Thompson, who quarterbacks the company’s social media efforts. (Thanks to Mark Bandel for the introduction).
What struck me immediately is that although Genumark is a very mainstream B2B company, they really seem to have a good understanding of how to approach social media.
INTERVIEW
Michael Lautman:I was wondering if you could give me a real understanding of what you do and how Genumark approaches social media.
Mark Thompson: My title is the Director of Visual & Social Media and I handle all aspects of Genumark’s online presence. This includes Facebook, Twitter, LinkedIn, the Genumark Blog & more. I create daily updates like product info, client and Genumark events, interesting industry related stories and competitions. I use Hootsuite to manage all of this. I help promote our clients by creating blog posts and sending out messages via Facebook, Twitter & LinkedIn! This way we are showing loyalty to our clients, they get exposure for their brand and we get exposure too. It really is a win win for everyone!
I also handle design work for Genumark and I have made a logo standards guide and use this on all of our self promotional items. Other projects include invitation design, power point presentation design, templates for quotes and website management.
My role has been known to go off in other directions but this is the main bulk.
Please check out our current look a like competition www.genumark.com/lookalike it is very fun!
ML:What interests me is how you (Genumark generally, and you specifically) are using the social web, and what kind of integration and/or restrictions you put on your reps.
MT:Well I manage all content and reps are free to share or comment! I encourage reps to check out the blog as it has info clients would find useful!
I do ask for input from reps for subject matter like new product, client events etc. but this is tricky as they are all so busy.
Social media is working for us and it is growing every day! I have regular followers and retweeters which is great and as we (Genumark) have only been doing this for a few months or so it is going as I hoped!
The look a like contest is generating lots of interest and works as a talking point that is fun and engaging, which is what social media is all about.
My philosophy with regards to our social media strategy is to use it as a platform to promote company events and mainly client events which then helps us build deeper relationships with our clients and their clients therefore creating trust and more business! Not too much business has come out of social media yet but the trust we are building with our current clients is priceless as we are helping them in more ways than simply making their promo items. I think this separates us from other promo companies!
ML:I’d love to know if you use different social networks in different ways. For example I know that Mark Bandel uses LinkedIn a lot, but doesn’t use twitter. Is that the norm for your reps?
MT: I think it is very common for reps to use LinkedIn and not twitter as twitter needs constant attention. My job is to make Genumark a presence on twitter as having multiple reps may confuse the client plus decrease the amount of followers as there would be multiple accounts.
What we try to do is make a company facebook page and twitter account that all clients, staff & supplier are encouraged to join then LinkedIn is used as a personal account for the reps. It all links together as the reps LinkedIn accounts are regularly updated with twitter messages etc.
This helps to make our company image more uniform and tidy as I wouldn’t like to have multiple accounts with very little updates as this would be off putting and confusing!
I want to make it clear that we are promoting client, charity and staff events, and have consciously decided not to bombard people with specials and pricing!
ML:What do you imagine social media success looks like for Genumark?
MT:Well I see our social media going from strength to strength and with planned training sessions for staff I think this will push it even more. I have had great feedback from clients that I have blogged about. Creating a positive company image is what we do for our clients with their promotional products so there is no reason this can not be crossed over to social media too. I think success for Genumark in social media is to maintain an interesting and engaging experience that mixes facts and information with interesting new products and an understanding of our clients brand. I see it as an extension of the promotional product!
ML:How involved is head office/upper management?
MT:They are very involved and give me feedback. We have regular phone meetings as I am based in Vancouver and head office is in Toronto. That said they give me lots of freedom too. It sounds cheesy but it really is the perfect mix. Personally I couldn’t be happier!
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You follow Genumark’s adventures in social media by clicking the links below:
What are some examples of non-tech companies that you have found doing innovative or interesting things in the social media space?