superfast business: using social media to grow your manufacturing business

Serco Internal

Using social media to grow your

Manufacturing Business

Lizzie Whitchurch

Cosmic

Serco Internal Serco Internal

What is superfast business?

• Superfast Business is a European Funded

programme of fully funded business support for

SMEs

• Delivered by Peninsula Enterprise, working with the

Local Authorities & Connecting Devon & Somerset

broadband rollout project


Superfast Business Support

• Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.

• Businesses can get support to: – Developing an ICT strategy – Developing your ICT network/ infrastructure – Engaging new and existing customers – Collaboration – Client Relationship Management Systems – Flexible working – Moving your business to the Cloud – Business Continuity

• Eligibility criteria apply to businesses accessing the service

http://www.youtube.com/watch?v=G7KZR

9NwKQQ

The Connectivity “Revolution”

Support Available – 12 hours of support

Serco Internal

1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials

2. Check your eligbility 3. Let us know what areas of ICT and technology you might

be interested in

4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next Steps

Developing an ICT strategy Developing your ICT network/ infrastructure

Engaging new and existing customers Collaboration

Client Relationship Management Systems Flexible working

Moving your business to the Cloud Business Continuity

http://www.superfastbusiness.co.uk/


http://www.youtube.com/watch?v=G7KZR9

NwKQQ

http://youtu.be/G7KZR9NwKQQ



SOCIAL MEDIA WORKSHOP

Linda Middleton-Jones

2nd July 2014

Darts Farm

MANUFACTURING ADVISORY SERVICE (MAS)

• National service delivered locally by experienced Advisors

• Help your business grow & make you more competitive

• Business and product strategies

• Innovation; new product ideas and market opportunities

• Operational improvement; reduce waste & maximise profit

• Supply chain development

• Reshore UK/ Grow Offshore

• Nuclear

ON THE GROUND

WHAT DO WE DO?

In the past financial year our Website

• > 1 million page views

• 160,000 unique users

• busiest day – over 2,000 sessions

• MAS LinkedIn 1326 members

• MAS company page 680 followers

• Google+ 342 followers

• Twitter >7000 followers

WHY ARE WE HERE

• Using Barometer results to create and offer learning opportunities

• To support manufacturers by bringing them the knowledge they need

CAPITAL EQUIPMENT INVESTMENT– Q3

Barometer Q3 2013 - 2014

TRENDS IN SW – Q4

31% 34%

44%

35%

27% 31%

42% 39%

34%

40% 42%

46% 44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

% increase Percentage of companies that expect increased investment in new technology in the next 6 months

% increase Percentage ofcompanies that expectincreased investment innew technology in thenext 6 months

Trend

INFOGRAPHICS

THANK YOU

for manufacturers

Using social media to grow your

Manufacturing Business

The Mulberry Story

With thanks to Felipa Monteiro Digital Marketing Manager, Mulberry


Introducing Mulberry

Business facts

• Turnover £165m 2012

• Profit £18m

• 15% of sales online

Strategic online goals

• Increase £ sales per item

• Increase online dominance


• Ave price bag has gone from £550 to £900

during the recession.

• Some bags around £3,000

"We have made a decision as a business that we

want at least 50 per cent of our manufacturing to be in the UK. We are a British brand, so we want

to be making our goods in Britain."


• 1,100 bags a week produced in Somerset

• Mulberry's 270 expert on-site handbag

makers

244,699 likes

222,243

11,290

4,276

+735,912

8,483

Channel Follows/Likes Channel address

Facebook 244,699 likes www.facebook.com/Mul

berry

Twitter 222,243 @Mulberry_editor

Pinterest 11,290 www.pinterest.com/mulb

erry

YouTube 2,976 http://www.youtube.com

/user/Mulberry

Google + +735,912 plus.google.com/+mulbe

rry/posts

Klout Score 67/100

https://www.facebook.com/Mulberry

https://www.facebook.com/Mulberry

http://www.pinterest.com/mulberry/mulberry-sees-you/

http://www.pinterest.com/mulberry/mulberry-sees-you/

http://www.youtube.com/user/Mulberry

http://www.youtube.com/user/Mulberry

https://plus.google.com/+mulberry/posts

https://plus.google.com/+mulberry/posts


What are the channels used for?

• Facebook – (B2C) aspiring customer

• Twitter – (B2B) press and bloggers

• Instagram – (B2C) cool and trendies ‘cool of the city’

• Pinterest – (B2C) reflectors

• Google+ - who knows?

• Wiebo – Asian customers

Facebook

Twitter

Instagram

YouTube

Wiebo.com


Competitors

Burberry

• Facebook likes 16,883,617

• Twitter followers 2,616,530

• Klout Score - 86

• YouTube Subscribers 93,558

• Google+ followers +

3,610,946


Chanel

• Facebook likes 11,000, 886

• Twitter followers 4,059,307


• Google+ followers +1,645,444


Prada

• Facebook likes 3,271,076

• Twitter followers 52,339


• Google+ followers +7


Barbour

• Facebook likes 169,351

• Twitter followers 50,218


• Google+ followers


• Who are your competitors?

• How influential are they online?

• Are they dominating your online space?


Social media best practice

Listen

Google Alerts Twitter Google Reader

Share & converse

Twitter Facebook LinkedIn Pinterest Newsletter

Content creation

You Tube Blog Flickr iTunes/podcasts

Community building

Forum Facebook Groups LinkedIn Groups Virtual worlds

Social media engagement ladder

Less time More time


Listen


Use social media for sales

• Listening for social cues – Listening for your brand and reputation

• Listen to hashtags for mention of needs #

• Check social media search terms

– Check out your reputation

• Check SERPs of your phrases

• Check review sites

• Ready crisis management plan


Hashtag ideas

• Competitor specific

• #burberry

• #chanel

• Geographic specific

• #salisbury

• #wiltshire

• Campaign specific

• #madeinbritain

• Media specific

• #journorequest

• #prrequest


Example – Listen - Tweetdeck


Use Hootsuite

• Listen for brand use

• Listen for criticism

• Listen to competitors

• Publish content

• Schedule content


Google Alerts

+ Brandwatch


• Listen for sales opportunities

• What’s the best way to…?

• How do I repair…?

• Anyone recommend….?

• My back is hurting…..!


The power of the share

Serco Internal


Be part of the community

• Sharing content helps you to ‘be part of a community’

• Amplifying content

• Fuel and support the eco-system

1. Helping person who created the content – they will

reciprocate

2. Can maintain an independent point of view – you can be seen as a content ‘curator’ it’s not all about you

3. ‘Here’s something someone else says – what do you think?’

Helping stimulate conversation

Serco Internal


Sharing through influencers

• Influencers like Tanya Burr


• 1,784,296 subscribers on YouTube


‘Create content – don’t just

broadcast’

Adapted from ‘Media Cloverleaf’ by Richard Edelman

‘Content first’ strategy

‘Tradigital’

E-news

Forums

Digital magazines

Traditional

Media

Press

Social

networks

Facebook

Twitter YouTube

LinkedIn

Website

Responsive design

Mobile enabled

Owned Content

Video, blogs,

photos


• Creating Content

• Gives you something to talk about!

• Gives people something to share

• Makes posts much more interesting

• Re-use but don’t replicate

• Discounts / New updates on products /

humour and things they can share with their

friends / cultural activities.

Mulberry Christmas

• Christmas campaign - Fairy tale theme

windows in Harrods

• Not as much budget as Chanel and

Burberry

• ‘let’s do this online’ – afterthought

• Photo shoot – using the windows

• Launch – press and key bloggers

Video – reused… as question and email capture

http://www.mulberry.com/collections/festive-fairytale?WT.mc_id=1142&WT.tsrc=Social




Enter then share..


Content Business benefits

Competition – highest ever interest

• 50,000 entries (compared to 30,000 previous

campaign)

• 86,000 unique visitors to the page.

• Gained 25,000 subscribers to e-newsletter- follow

these for 6 months

• Business perspective – email capture, competition

share

Competition – 45,360 likes on Facebook


Content creation

Content came out of this campaign

– Making of the display

– Festive Fairy tale video

– Photos of window displays

– Model shoot photos

– Interview with model

– Interviews with guests

– Bloggers perspective

– Competition


Create content with brand alignment

• Improve brand penetration

– New age, audience

– Different audience

• Align your brand with other similar brands

• Tell people your brand story


Mulberry – ‘hand crafted in Britain’ brand

Commissioned a series of focusses on similar brands

• Wedgewood

• Aston Martin

• Mackintosh

Saying – ‘we are like these brands’ #mulberryteacup

Mulberry and Mackintosh


Create more content

• Be visual

– Photographs

– Video, professional and your own

• Be an expert

– Blogs, white papers

– thought leadership

• Create illustrations

– Infographics

Serco Internal

• Gets to people on an

emotional level…

• Video – for sales and marketing

• Product descriptions, visualisations

• Expert analysis, talks • Case studies, testimonials

Becoming significant in Search Results Pre sales – research Post sales - support

Video first strategy

Serco Internal

• What content?

• Video – for sales & marketing

• Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials

Becoming significant in Search Results Pre sales – research Post sales - support

Look to use more video

http://www.youtube.com/watch?v=HXNfDO-hGF0





Customer support

Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.

Content planning 6 week content planner w/c ---------

--- 1 2 3 4 5 6

Planned

events/seas

onal fixtures

Video

Photos

Blog

Facebook

Twitter

Pinterest

E-newsletter


What can we learn?

• Creating content creates opportunities for

audience participation

• Know your audience

• Look at the business advantage of online

competitions – increase e-mail subscription

reach and engagement

• Think about online brand alignment – what

benefits can this create for you?

Serco Internal

Measuring success


8 KPIs for social media

1.Number of Fans and Followers Basic but important – how many

followers, new followers and equally important unfollowers

2. Demographics and Location – What’s the % males, females,

where are they based what time do they use SM, what are their

interests

3. Number of active followers – Active users is a really important indicator as you want relevant and influential people who actively

interact and engage with your company.

4. Likes, Shares and re-tweets– Are your posts relevant and

interesting to your followers? What % of posts have interactions. IF

not change engagement strategy


5. Number of comments - Are you engaging in two

way conversation and what’s the speed of response

6. Number of mentions – How often are people

interacting with you?

7. Traffic back to website - % of traffic from social

media

8. Your Klout Score - Your overall influence in social

media


How much Klout do you have?

Serco Internal


Biggest thing Mulberry measure is

Engagement

• Mulberry - 3-5% Burberry 0.1 - 0.3%

• Manually check likes and shares/followers

• Use Facebook insights

• Hootsuite analytics


Facebook Insights


Where Page Likes come from

• Referrals


Likes comments and shares


Post detail


Demographics


Twitonomy


Hootsuite


Sprout Social - analytics

Serco Internal


Tools to help

• www.klout.com – Measures your influence online

• www.twittercounter.com/twitology - Gives you statistics on twitter accounts

• www.flitter.com – allows you to manage multiple twitter accounts, grow your business through

• www.facebook.com/insights - lets you measure the activity of your Facebook accounts


How can you measure success?

• Choose your key measurements

• Keep them simple

• Ensure everyone understands

• Compare yourself to competitors

• Repeat what works well


Top tips for social media for manufacturing

1. Listen to peers, staff, competitors, influencers

2. Remember the power of the share

3. Create content - be visual, compelling stories

4. Who can you align your brand with?

5. Broadcast wisely - Hootsuite – manage

content, filter

6. Benchmark your posts and yourself against

your peers

Serco Internal

Any questions?

Kate Doodson

@cosmickated

[email protected]

www.cosmic.org.uk