using social media to grow your manufacturing business

Serco Internal

Using social media to grow your

Manufacturing Business

Kate Doodson

Cosmic @cosmickated

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

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 eligibility 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



Serco Internal

www.superfastbusiness.co.uk

twitter @superfastbiz

Facebook www.facebook.com/superfastbiz

join our LinkedIn group 'Superfast Business SW'

[email protected]

0845 603 8593

Stay up to date



http://www.facebook.com/superfastbiz

mailto:[email protected]

Serco Internal

Social media workshop

Linda Middleton-Jones

18th June 2014

Plymouth


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


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


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

infographics


THANK YOU

for manufacturers

Using social media to grow your

Manufacturing Business


Average age of Facebook user in UK?

Average age of Twitter user in UK?

% of pensionable age UK residents on

Facebook


Did you know?

• Twitter’s fastest-growing age group?

• 79% increase since 2012

• Facebook’s fastest-growing age group?

• 51% increase since 2012

Listen

Google Alerts Twitter Google Reader

Share & converse

Twitter Facebook LinkedIn Pinterest Newsletter

Content creation & Broadcast

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

• Industry specific

• #manufacturing

• #3dprinting

• #CAD

• #engineering

• Geographic specific

• #plymouth

• #bristol

• Campaign specific

• #iotchat

• Media specific

• #journorequest

• #prrequest


Listen – Tweetdeck/Hootsuite


Google Alerts


• Listen for sales opportunities

• What’s the best way to…?

• How do I …?


Share

Serco Internal

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

Follow content worth sharing

Step 1 – follow content worth sharing

Serco Internal

Step 2 – share or retweet


Engage and share through influencers

Influencers like Tanya Burr?


• 1,784,296 subscribers on YouTube


Who’s your influencer?

• Or is it MAS, EEF, or a leading sector figure?


How do you find influencers?


Create content

Serco Internal

What Content?

• Facts & figures = Infographics

• Showcase your staff

• Showcase businesses you work with

• Photos and video

• Blog posts

• Instructional, learning content for your

community – scientists, procurement specialists

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


• Become a storyteller

• Re-use many times

Content

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

Live event video – reused… competition - 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 one 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

Serco Internal

Use of visual in social media

Visual media is really important

Facebook

Pinterest

Twitter (shows under Tweet)

Flickr


Become a storyteller

Make it visual, engaging, emotional

Serco Internal

Video please

1 in 3 Millennials watch online material

and virtually no broadcast TV

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 & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.


Pinterest

Know your audience…

• 75million users

• 2/3 of holiday destination choices from the

female of the house….

And

• 80% of Pinterest users are female


• Mini video

– Vine -6 second video

– Instagram – short video

– Companies using vine as evangelists for their products

– Virgin mobile, Lowes, Trident all use it

– Snapchat….


Easy content planning

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


• Schedule posts for most popular times of the

day

• If you schedule – don’t forget to be

available for responses

• Work with your planned business activities

• Think about seasonal opportunities

• Create your own opportunities!


Align your brand


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


Social Media and Thought

Leadership


• Highlight your expertise

• Show off your opinion

• Start to gain followers in the sector

• Influence purchasing decisions at the right

level


Start to dominate your real estate


The Digital Thought Leader


TEDMED.

• asked conference delegates to select a list of

complex, persistent problems that affect

millions of lives

• The resulting list of 20 Great Challenges of

Health and Medicine are knotty problems that

require cross-disciplinary discussion.

• Open this discussion to the world and get a

broad national debate & conference in two

weeks

http://www.tedmed.com/

http://www.tedmed.com/greatchallenges?ref=great-challenges

http://www.tedmed.com/greatchallenges?ref=great-challenges

http://www.tedmed.com/greatchallenges?ref=live-events



http://www.tedmed.com/event/abouttheevent

http://www.tedmed.com/event/abouttheevent


Using social media to learn


Learn using Blogs

• “Blogs are great for learning from others,

reflection, story sharing, facilitating

connections among people, philosophising,

and much more”

• “Writing a blog is a learning activity, of

course, but reading the best blogs that are

available is one of my most productive

learning experiences.”


• Follow people you want to learn from on Twitter/Facebook/LinkedIn

• Subscribe to blogs (using Feedly)


YouTube

• Harvard Business School

• Khan Academy

• Any learning…

• YouTube Edu

Most Universities YouTube channels

Do you want one?

What about staff training?

Podcasts

iTunes – Leadership…

Don’t forget learning from Facebook and Twitter

Follow influencers, peers, phrases of value


Analyse your 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


Likes


Likes Comments and Shares


Post detail


Demographics


Twitonomy


Hootsuite

Serco Internal

Any questions?

Kate Doodson

@cosmickated

[email protected]

cosmic.org.uk