Launching New Products via Twitter and Pinterest… Really?!?

Can social media be used as a platform for launching new products? The answer is YES! See how two major brands, GE Appliances and Poggenpohl Cabinetry, used Twitter and Pinterest to engage key influencers from the designer and blogger communities to drive online buzz about their new products. This case study compares two brand’s very different approach to engaging a B2B target audience by leveraging social media. In Poggenpohl’s marketing campaign, it revolutionized their approach to live trade shows. Attendees will learn strategies for conducting a live Twitter chat, driving SEO, and developing metrics to measure engagement success. You’ll drool over the beautiful kitchen and appliance designs too!

Session Category

Marketing Execution

Session Audience

PM Advanced

Session Leader(s)

Mark Robert Johnson

Mark Robert Johnson is principal of, specializing in marketing, social media and education. Mark helps companies develop their social and digital strategy, build brand recognition and engage target customers to drive sales. He garnered three Be2Awards for social media marketing in 2012-2013 at London Social Media Week. Mark also serves on the board of Social Media Club Austin.