Launching a new product and want customer advocates to help spread the word for you? See what you can learn from National Instruments’ LabView product launch (a software program for engineers). The launch campaign, which won MLC’s 2009 B2B Marcomm Awards, generated more than 2,000 customer tweets and 80 customer blog posts in just one month.
What was their secret? Building platforms and content around customer needs – not their own product launch.
National Instruments had a large base of enthusiastic customers, but realized these customers needed both the means and motivation to connect with each other. Analysis of customers’ networking patterns revealed two core motivations: 1) building credibility with peers and 2) finding technical resources. These key insights shaped the entire campaign’s choice of channel and message, both on and offline.
Conferences for leading engineers offered opportunities for networking, training seminars kept customers up-to-date with cutting-edge technologies, and social media platforms enabled customers to collaborate and promote their professional successes. National Instruments also generated extra chatter by bridging social media networks with real-world communities. At the start of the campaign, keynote speakers at conferences educated attendees on ways to stay connected online; later, key online contributors received recognition at offline “Breakfast of Champions” events.
By designing networking tools to help customers achieve their own professional goals, National Instruments successfully boosted word of mouth, which increased awareness and sales.
MLC Members, check out our recent webinar discussion with Deirdre Walsh, National Instruments’ Social Media lead, to learn more about National Instruments’ social media strategy and successes.
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