Irvine [Calif.]-based Lantronix Inc., a maker of networking gear for industrial uses, is looking to connect with customers through a social networking advertising campaign.
The company, which makes small electronic devices that allow vending machines, thermostats, retail terminals, ATMs and other machines to be accessed via the Internet or other computer networks, is looking to LinkedIn, Twitter and blogs to promote its brand online.
“Lantronix has been listening to all the chatter about social media, both the pluses and the negatives,” said Peter Quill, chief marketing officer at San Clemente[Calif.]-based Motor Creative Marketing. “Ultimately they want to make sure their brand is protected and be able to respond to their customers talking about them immediately, not months or days later.”
The company hired Motor to handle its social media campaign.
“They have a technology company to run, not a social media business,” Quill said.
Lantronix first brought on Motor to revamp sales and marketing materials. The ad shop then started doing a series of interactive and e-mail campaigns for Lantronix.
“It’s been a nice blend of both interactive and traditional, but heavier on the interactive side,” Quill said.
Motor launched the social media campaign last month. It started by looking at what was being said about the company in social networks.
“Listening is a step most companies forget to do when they launch these types of campaigns,” Quill said. “You have to listen to what’s being said before you can talk, promote and defend your brand.”
Motor has done several blogs for Lantronix as well as profiles on Twitter and LinkedIn.
“LinkedIn.com adds a new member every second and they are in 170 different industries and 39 countries,” Quill said. “It’s so big you can’t just ignore it.”
Motor came to Lantronix’s offices to train employees on how they should act online in regards to the company.
The agency also will be…