A growing percentage of communication today takes place via social media through various outlets such as Facebook, Twitter, Pinterest, and others. Leading paint companies not only provide consumers with access to information on how to use their products, but practical tools for selecting colors. Today, they even offer solutions to their business-to-business customers.

Sherwin-Williams has, for example, been actively seeking to reach people through their smartphones, particularly Hispanics, do-it-yourselfers (DIYers), and contractors. Advertising, design, and digital agency Deutsch developed YouTube tutorials, Pinterest buyable Pins, stop-motion GIFs, shareable videos, and pre-roll advertisements to provide valuable educational content as part of conversation based around paint, including instructional how-to tips, styling trends, and product information. For instance, YouTube how-to videos were developed to promote Purdy brushes, and a digital hub was created that combines the videos with links to articles with more detailed information. Banner ads designed specifically for smartphones and displayed in the users language were also found to help attract Hispanic contractors to the Purdy home page. According to Deutsch, more than 330,000 video views were generated as a result, along with over 300 new Facebook fans each day. In addition, the search activity was 10% higher than historic levels.

Sherwin-William’s social media activities have not just been targeted at consumers and contractors, however. Its Protective & Marine Coatings business has also been developing YouTube videos and a smartphone app for its customers. In August 2016, the company launched a YouTube channel to share helpful videos covering company product and service offerings, case studies, and news. The channel expands the division’s social media presence and offers a new way to share how Sherwin-Williams helps protect assets around the globe, according to the company. The channel (www.youtube.com/user/SherwinWilliamsPMC) features videos related to a wide array of markets, including food and beverage; water and wastewater; oil, gas, and chemicals; marine; rail; power; flooring; bridge and highway; and fire protection. Initial videos cover projects to protect the Chesapeake Bay Bridge from corrosion and landmarks in London from fire and include demonstration videos for Sherwin-Williams’ Heat-Flex 3500 insulative coating and various anti-graffiti coatings.

One month later, the company announced expansion of access to its Water & Wastewater App to smartphone users. Originally developed for use on tablets, the Water & Wastewater App helps engineers access accurate and up-to-date coatings information via mobile technology by providing protective coating recommendations for more than 35 functional areas across six water and wastewater operations. Within the app, users can select the type of functional area in need of coating and view specific recommendations, such as the primary coating system to use, the appropriate dry film thickness for each coat, and the total mils for the system. Results also include surface preparation tips, descriptions of coating application processes, and links to product data sheets. The new smartphone version of the app makes access to that data even more convenient, according to the company.