Using Social Media to Grow Your Manufacturing Business
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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593
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Using Social Media to Grow Your Manufacturing Business
- 1. Serco Internal Using social media to grow your Manufacturing Business Kate Doodson Cosmic @cosmickated
- 2. Serco InternalSerco 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
- 3. Serco InternalSerco Internal 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
- 4. Support Available – 12 hours
- 5. 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
- 7. Serco Internal www.superfastbusiness.co.uk twitter @superfastbiz Facebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW' info@superfastbusiness.co.uk 0845 603 8593 Stay up to date
- 8. Serco Internal Social media workshop Linda Middleton-Jones 18th June 2014 Plymouth
- 9. Serco InternalSerco Internal 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
- 10. Serco InternalSerco Internal On the ground
- 11. Serco InternalSerco Internal Capital equipment investment– Q3 Barometer Q3 2013 - 2014
- 12. Serco InternalSerco Internal 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 of companies that expect increased investment in new technology in the next 6 months Trend
- 13. Serco InternalSerco Internal 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
- 14. infographics
- 15. Serco InternalSerco Internal THANK YOU for manufacturers
- 16. Using social media to grow your Manufacturing Business
- 18. Serco InternalSerco Internal Average age of Facebook user in UK? Average age of Twitter user in UK? % of pensionable age UK residents on Facebook
- 19. Serco InternalSerco Internal Did you know? • Twitter’s fastest-growing age group? • 79% increase since 2012 • Facebook’s fastest-growing age group? • 51% increase since 2012
- 20. 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
- 22. Serco InternalSerco Internal 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
- 24. Serco InternalSerco Internal Hashtag ideas • Industry specific • #manufacturing • #3dprinting • #CAD • #engineering • Geographic specific • #plymouth • #bristol • Campaign specific • #iotchat • Media specific • #journorequest • #prrequest
- 27. Serco InternalSerco Internal Listen – Tweetdeck/Hootsuite
- 29. Serco InternalSerco Internal Google Alerts
- 30. Serco InternalSerco Internal • Listen for sales opportunities • What’s the best way to…? • How do I …?
- 32. Serco Internal
- 33. 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
- 34. Serco Internal Follow content worth sharing Step 1 – follow content worth sharing
- 35. Serco Internal Step 2 – share or retweet
- 36. Serco InternalSerco Internal Engage and share through influencers Influencers like Tanya Burr?
- 37. Serco InternalSerco Internal • 1,784,296 subscribers on YouTube
- 38. Serco InternalSerco Internal Who’s your influencer? • Or is it MAS, EEF, or a leading sector figure?
- 39. Serco InternalSerco Internal How do you find influencers?
- 40. Serco InternalSerco Internal Create content
- 41. 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
- 42. 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
- 43. Serco InternalSerco Internal • Become a storyteller • Re-use many times Content
- 44. 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
- 45. Live event video – reused… competition - as question and email capture http://www.mulberry.com/collections/festive- fairytale?WT.mc_id=1142&WT.tsrc=Social
- 47. Serco InternalSerco Internal 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
- 48. Competition – 45,360 likes on Facebook
- 49. Serco InternalSerco Internal 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
- 50. Serco Internal Use of visual in social media Visual media is really important Facebook Pinterest Twitter (shows under Tweet) Flickr
- 51. Serco InternalSerco Internal Become a storyteller Make it visual, engaging, emotional
- 52. Serco Internal Video please 1 in 3 Millennials watch online material and virtually no broadcast TV
- 53. 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
- 54. Serco InternalSerco Internal 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.
- 55. Serco InternalSerco Internal 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
- 56. Pinterest
- 57. Serco InternalSerco Internal • 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….
- 58. Serco InternalSerco Internal Easy content planning
- 59. Content planning 6 week content planner w/c --------- --- 1 2 3 4 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
- 61. Serco InternalSerco Internal • 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!
- 62. Serco InternalSerco Internal Align your brand
- 63. Serco InternalSerco Internal 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
- 64. Serco InternalSerco Internal 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
- 68. Serco InternalSerco Internal Social Media and Thought Leadership
- 69. Serco InternalSerco Internal • Highlight your expertise • Show off your opinion • Start to gain followers in the sector • Influence purchasing decisions at the right level
- 71. Serco InternalSerco Internal Start to dominate your real estate
- 72. Serco InternalSerco Internal The Digital Thought Leader
- 74. Serco InternalSerco Internal 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
- 75. Serco InternalSerco Internal Using social media to learn
- 76. Serco InternalSerco Internal 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.”
- 78. Serco InternalSerco Internal • Follow people you want to learn from on Twitter/Faceb ook/LinkedIn • Subscribe to blogs (using Feedly)
- 79. Serco InternalSerco Internal YouTube • Harvard Business School • Khan Academy • Any learning… • YouTube Edu Most Universities YouTube channels Do you want one? What about staff training?
- 81. Don’t forget learning from Facebook and Twitter Follow influencers, peers, phrases of value
- 82. Serco InternalSerco Internal Analyse your success
- 83. Serco InternalSerco Internal 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
- 84. Serco InternalSerco Internal 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
- 86. Serco InternalSerco Internal Likes Comments and Shares
- 87. Serco InternalSerco Internal Post detail
- 91. Serco Internal Any questions? Kate Doodson @cosmickated kate@cosmic.org.uk cosmic.org.uk