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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Superfast Business - Social Media for Manufacturing Businesses
1. Using social media to grow your
Manufacturing Business
Kate Doodson
Cosmic @cosmickated
Serco Internal
2. 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
Serco Internal
3. 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:
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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
Serco Internal
6. Next Steps
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
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
4. Talk to our Client Relationship Co-ordinator to check your
eligibility and arrange an appointment with one of our
dedicated Business Advisers
Serco Internal
8. Stay up to date
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
Serco Internal
10. MANUFACTURING ADVISORY SERVICE (MAS)
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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
Serco Internal
11. what is barometer?
National and Regional Analysis designed to provide a
snapshot of:
• Growth
• Investment
• Recruitment
Started as a South West survey in 2009
• Now covers whole of England
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Targeted at SME’s
Identifies Trends
Benefit of ‘real time status’
Respected as a valuable source of information
Currently over 800 individual companies in sample
Opinions of Managing Directors/Financial Directors
Additional Special Focus feature
Serco Internal
19. • 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."
Serco Internal
20. • 1,100 bags a week produced in Somerset
• Mulberry's 270 expert on-site handbag
makers
Serco Internal
24. What are the channels used for?
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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
Serco Internal
37. Social media engagement ladder
Content
creation
Share &
converse
Listen
Google Alerts
Twitter
Google Reader
Less time
Twitter
Facebook
LinkedIn
Pinterest
Newsletter
You Tube
Blog
Flickr
iTunes/podcasts
Community
building
Forum
Facebook Groups
LinkedIn Groups
Virtual worlds
More time
39. 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
Serco Internal
40. Hashtag ideas
• Competitor specific
• #burberry
• #chanel
• Geographic specific
• #salisbury
• #wiltshire
• Campaign specific
• #madeinbritain
• Media specific
• #journorequest
• #prrequest
Serco Internal
48. 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
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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.
Serco Internal
55. 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
56. Video – reused… as question and email capture
http://www.mulberry.com/collections/festivefairytale?WT.mc_id=1142&WT.tsrc=Social
60. Content creation
Content came out of this campaign
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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
61. 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
Serco Internal
62. 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
Serco Internal
66. Create more content
• Be visual
– Photographs
– Video, professional and your own
• Be an expert
– Blogs, white papers
– thought leadership
• Create illustrations
– Infographics
Serco Internal
67. Video first strategy
• 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
Serco Internal
68. Look to use more video
• 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
Serco Internal
http://www.youtube.com/watch?v=HXNfDO-hGF0
69. Customer support
Creating video content for
customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.
Serco Internal
71. 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
73. 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
Serco Internal
74. 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
Serco Internal
87. 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
Serco Internal
88. How can you measure success?
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Choose your key measurements
Keep them simple
Ensure everyone understands
Compare yourself to competitors
Repeat what works well
Serco Internal
89. op tips for social media for manufacturing
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Listen to peers, staff, competitors, influencers
Remember the power of the share
Create content - be visual, compelling stories
Who can you align your brand with?
Broadcast wisely - Hootsuite – manage
content, filter
6. Benchmark your posts and yourself against
your peers
Serco Internal
Competitive advantage through take-up and exploitation of SFBBIncreased productivityImprove access to new markets and business opportunitiesIncrease competitive advantage for businesses in rural locationsMore flexible and environmentally friendly working practicesIncreased opportunity for innovationEfficiency and timesaving
Overview – to put the Barometer into context.
Animation to draw attention to the fact that 51% (increase/much increase) are planning to invest in CAPEX. First though you can concentrate on the positivity that this chart portrays – although the red squares show the mean the increased and much increased figures (added together) are encouraging.
Please draw attention to a 10% increase in plans to invest from a year ago. This is why the current Barometer is focussing on understanding exactly what companies are investing in and where they intend to source funds to allow them to do this.
Note the Report that you intend to distribute says 15% BUT that relates to the responses to 2 questions: Those that have reshored in the past 12 months PLUS those that are in the process of doing so at the moment. BIS have asked us just to concentrate on the 11% figure which relates to those that have reshored in the past 12 months.
This is another programme that has started because of the results of the Barometer - The chart above shows the growth aspirations of SME’s working within or providing to the Aerospace sector. Please feel free to include or not
Gain insights into social media for manufacturing and learn a little from Mulberry’s experience too as a local manufacturer of goods
Strategy is to charge more – move manufacturing back to the UK.
‘Waybhow’
Updates on products, gifts, campaigns, behind the scenes
Stats from Twitonomy - High ratio of followers/following – means very influentialMulberry wasn’t available, so had to make a decision (someone in Korea has it)222,243 followers700 lists2.77 tweets per day46% tweets favouritedTweets most favourited – sales & free deliveryBest time to post? Lunch time
Cool of the City –behind the scenes, London Society
Women -11,290 followers19 boardsSpring Summer 2014 collectionCampaignsFashion weekMulberry InsiderMulberry sees you – you wearing Mulbery pinned! Celebs, mags, shoots, out and about http://www.pinterest.com/mulberry/mulberry-sees-you/ Showcase celebrity endorsementsTake own street style photos – and re-pin their photos Showcase Collections – travel, men’s etc
Not so much a channel – more a content repository - http://www.youtube.com/channel/UCuAWXpznoNraBlk8b0XC5iA?sub_confirmation=1
‘Waybhow’ Wiebo stats….. Chinese version of Twitter – Mulberry way to engage with the Chinese – more shop in storeChinese tourism increasing New Year and October Don’t have a mandarin site – they will be building on in 2015, 2014 German and French
65x more fansFacebook244,699 likesTwitter222,243Pinterest11,290YouTube2,976InstagramGoogle ++735,912
ListeningBroadcastContentCommunity you can set up searches keyword and your business nameListen to competitorsGoogle AlertsCreate opportunitiesRiver Cottage
Want everyone to know that what I am saying is about this particular conversation/subjectJourno reqquest – Helen Kindred rose – Country living
This image demonstrates how quickly and exponentially information, advertisements, ideas, etc. can be spread by utilizing social media. It is also a great depiction of how a Youtube video can go viral, propelling its creator to fame, even it is often short lived. When applying the concept to business, it is clear how a good business idea such as Starbucks receiving customer suggestions and ideas can spread so rapidly. A good idea will spark interest and interest will lead to sharing. With so many users on sites such as Facebook, Youtube, and Twitter, the sharing occurs at an incredibly fast rate.A recent example of this sort of viral phenomena is littlefriendsphoto.com a one man pet photography business in Los Angeles
A viral spike of course is when your content gets shared and your reach in social and on the web spikes. It's when your content goes viral. And, people will share your content if (and this is a big if) you give them something worth sharing. That is the key: giving people things they will want to share. So rule number one: create content worth sharing! Give people facts, figures, memes, or photos that make them look smart or witty. (
Collaboration with Tanya Burr Make up artist super user YouTube – took her to Claridges, dressed by Mulberry (More views and exposure through their channels
Used on 6 different channels – including websites blog e-newsletter
http://www.mulberry.com/collections/festive-fairytale?WT.mc_id=1142&WT.tsrc=SocialKnow their audienceActor from DowntonVideo, shareable
Estimate increase in £50,000
The teacups were sent with the invites to London Fashion week - The invites even had their own hashtag, #mulberryteacup, which was mentioned in 147 posts. This was the most talked about and engaged social media throughout London Fashion weelk
Video – compelling contentAxminster tools setup half a kitchen and half a shed..They film every new tool using them and publish the film.This is successful for axminster tools – enhanced their basket buying rate by 50%What could you do like this?
http://www.youtube.com/watch?v=HXNfDO-hGF0
http://www.youtube.com/watch?v=Ld7x1gz4HzkSony xperia now has its own you tube channel with self support videos. This has reduced their need to customer service as people can fix themselves