Social Media as Lead Generation Tool

The business established by a small Savile Row tailor and grown through a blog, English Cut, is one example of "The Global Microbrand" that works. It works because it takes you into the shop of Thomas Mahon where you can see up close and personal how his craft is practiced and learn about the life of a small firm. You can find more information on the backstory of the business here.

Thanks to the genius brewed in a conversation, a social media tool -- a blog -- helped grow this small business into a full fledged Global Microbrand. I should also mention that one half of the conversation was held by former advertising copywriter Hugh MacLeod. These tools are definitely a good way to make things happen indirectly, as Hugh says. Perhaps companies will start paying more attention. Individuals and their lifestyles are changing accordingly -- would you trade these views?

This is probably not exactly an example of a Global Microbrand, as the service is not portable just yet. It is a good example of the use of social media to generate leads. Marketer, blogger and now entrepreneur Gianandrea Facchini opened a restaurant only a couple of streets away from the Trevi Fountain in Rome. Gianandrea had the idea to open a Jazz Club underneath the restaurant to complement the food offering with the entertainment for the rest of the evening. He started a blog to get the word out and highlight the Club's programs.

I was there a mere month ago for dinner and could see how easily people would adjourn with a visit to the club for drinks and snacks afterwards. As well, some people may decide to go to the Club, then learn that there is a restaurant upstairs and try it. The blog is a nice bow tied around them, with the occasional integration of other marketing tactics.

If social media works as a lead generation tool for small businesses and to build Global Microbrands, does it work for B2B? That is what we are exploring today at MarketingProfs Daily Fix.

[Photo of Dune Restaurant bar courtesy and copyright of Gianandrea Facchini, Flickr.]

Comments

[Matt Dickman]

Valeria -- Thomas' English Cut blog hit on a couple of key points for me in its success. First and foremost, it let us in to his workshop. We could stand in his cutting room, follow him around the world and see what it takes to be a successful entrepreneur. Second, he speaks in a general way about his specifics. What I mean by that is that no matter what business you are in, you learn from his blog in every post. Whether it's customer service or supporting an aging industy, he makes it relevant. Should I ever have the money for a bespoke suit, Thomas is getting the phone call first.

On the B2B side, I subscribe to the theory that B's are full of C's and people act accordingly. Yes you reach them in new places and with a different message, but social media does work in B2B every day.

[Valeria Maltoni]

I keep seeing those serene images of Cumbria and thinking of how wonderfully inspired work can be, seeing it through eyes full of hills and nature.

You bring up an important point: how can B2B companies simplify what they do (internal process, system, policies) to show what you get (outcome, benefits, etc.)?

Thank you so much for adding to the conversation, Matt.

[Austin]

The more time I spend in social marketing the more I have to agree with Matt's point about the lines between B2B an B2C blurring. After all, regardless of the industry it's really about three things: product, people, conversation

[Valeria Maltoni]

Austin:

Glad you joined the conversation.

One big distinction, if I may. When you are purchasing for a company vs. yourself, you have to take into account many more parameters (and stakeholders).

I know people who have no problem making a personal decision with a certain set of criteria who must have a completely different process at work. Policies, bid processes, considerations about other colleagues all need to be taken into account.

Thoughts?

[Mack Collier]

Valeria I am soooooo jealous of you for getting to meet G and eat at Dune. But I love the idea of a blog for Dune as I think it could be incredibly successful if Gianandrea can devote the time necessary to it. Unfortunately I'm sure he has his hands full trying to grow now two businesses at once. Sounds like good food, good music, and exciting times!

[Jennifer Laycock]

Wow, great timing on this post Valeria! I'm headed to Italy in a few weeks after a speaking gig in London and just emailed Gianandrea about his restaurant. I heard about it from Mack Collier and my husband and I have already decided we'll be swinging in for dinner while we're in Rome.

:) Looking forward to meeting Gianandrea before Blogger Social. (And meeting you there as well!)

[Valeria Maltoni]

@Mack -- go take a look at the blog. He is posting the programs for the Jazz Club, which is totally cool. I love hanging out with Gianandrea and look forward to his announcement tomorrow : )

@Jennifer -- thank you so much for introducing yourself to me ahead of blogger social. I now know to look for you in April. I know you will be impressed by Dune. I will ask you for your report! Have a great trip.

[CK]

You and Gianadrea look absolutely stunning together...and Dune looks amazing! I am so excited you were able to meet while in Rome. I'm also excited to see what all becomes of Gianadrea's new business...he is quite the renaissance man (and you are the conversation goddess ;-).

[Valeria Maltoni]

It is always interesting to meet someone you got to know through their work and thinking together. Gianandrea is quite experienced in the Italian marketplace.

Now I have an excuse to go back to Rome regularly.

[Emily]

I like this article! I know everyone you mentioned!!
So I guess these social networks do work.

Thank you so much for sharing to the conversation.