2. Why Use !
Social Media?!
Two recent surveys polling industrial
buyers and suppliers about their
usage of social networks show that
social media is being used to
research, buy, sell and market their
products and services.
Moreover, multiple research studies
by ThomasNet have found that 97% of
industrial buyers turn to the web,
including social media, to find
information about products and
services they are looking to buy.
3. Who is our audience?!
Equipment Operators, Owners, Renters, Buyers
O Construction Equipment Operators and Suppliers
O Industrial Vehicle and Equipment Operators
O OEM’s
O Industrial Rental and Resale Retailers
4. Where does Our audience
spend time online?!
!
Online Communities
O www.machineryscoop.com
A community of construction
equipment owners and operators
sharing first hand accounts of their
experience and reviews of
equipment that the community can
rely on before making purchase
decisions.
Social Networks [B2B Focus]
O YouTube
O LinkedIn Groups
O Blogs
O Facebook
Professional Associations
[Forums, Events and Groups]
O American Rental Association
O Rental Equipment Register
O North American Equipment Dealers
O Engine Builders Association
O American Welding Society
Industry Publications
[Forums, Events and Groups]
O Construction Business Owner
O Welding Journal
O Heavy Equipment News
5. HIGH-LEVEL strategy!
Supporting Business Goal
O Use social media to grow brand awareness and affinity
with equipment end-users and future buyers, operators
and renters.
Brand Passion
O Flint Engines’ cutting-edge technology has been keeping
your equipment running for over 100 years.
O “We keep you running”
Resources
O Marketing Team Duo > 10 Hours / week
6. CONTENT strategy!
Content Mix
O Thought-Leadership > Videos, blogs, whitepapers
O Brand Awareness/Personality > Photos, Contests, Virtual
Plant Tours, Awareness Campaign
O Online Community Participation > Linked Groups and
Industry Form participation and relationship building
Action Plan
O Create monthly Content Calendar
O Schedule posts, blogs
O Block time daily for monitoring, engaging and listening
O Keep a file for content creation ideas (blogs, videos,
whitepapers, contests, photos, polls, partnerships)
7. CHANNEL STRATEGY!
Channel Purpose Metrics for Success
LinkedIn Build brand awareness and credibility;
establish network; increase engagement;
searchability
Connections, company followers, discussion
participation, Klout score,
recommendations
YouTube Establish Flint Engines as thought-
leaders; build brand recognition; show
brand personality and heritage
Video views, video reviews, stars
YouTube Analytics
Facebook Increase recognition and social
engagement, establish social community,
platform base for cross-promotion of
content, drive website and blog traffic
Audience Growth
Reach, People Talking About This
Referral Traffic to website (Google Analytics)
Company Blog Build brand awareness and credibility;
establish Flint Engines as thought-
leaders; increase engagement;
searchability
Number of posts
Audience Growth
Subscribers
Inbound Links
SEO Ranking
Social Referrals
Online
Communities
Engage end-users; build network
Find influencers; develop relationships
Mentions
Leads
Integrate social media strategy with traditional marketing mix, including print and online
advertising, email campaigns, targeted search sites and content-rich website.
8. CHANNEL STRATEGY!
Action Type Priority Details Frequency KPI’s Time/WK Means
Establish
Company
Page
1 Complete company
details, product
information,
branding
Initial Set-Up
Update
Monthly, or as
needed
% Profile
Completion
1 hour
10 minutes
LinkedIn
Post Content 2 Link to relevant
content, blogs
3/week # Clicks 20 minutes LinkedIn or
Hootsuite
Increase
Followers
2 Engage users to
follow updates
Ongoing # Followers
% Increase
20 minutes LinkedIn
Join +
Participate in
LinkedIn
Groups
2 Engage in industry-
related group
discussions.
Reply to follower
comments.
Ongoing % feedback
# Groups
# Followers
1 hour LinkedIn
Groups
LinkedIn
Stream
Resources: 2 Hours/Week
Goal: Build a B2B community; build awareness of products; establish Flint Engines as
industry thought-leaders.
Target: Current, Former and Potential Buyers; Business Partners
9. CHANNEL STRATEGY!
Action Type Priority Details Frequency KPI’s Time/WK Means
Create Channel 1 Add company
details;
branding
Initial Set-Up;
Update as
needed
% Channel
Completion
1 hour YouTube
Create Content 2 Generate
Brand Videos
1/month # Videos
Completed
1 hour Flip Cam;
iMovie
Add Content 2 Upload Band
Videos
1/month 10 minutes YouTube
Cross-Promote
Content
2 Share links on
website and
other social
channels
Ongoing # Video
Views
20 minutes Website
LinkedIn
Twitter
Blogs
Resources: 2 Hours/Week
Goal: Establish Flint Engines as industry thought-leaders through informational videos;
establish credibility through Virtual Plant tours; build brand personality through
entertaining content.
Target: End-Users, Buyers, Manufacturers
10. CHANNEL STRATEGY!
Action Type Priority Details Frequency KPI’s Time/WK Means
Establish
Page
1 Add company
details; branding
Initial Set-Up;
Updates
% Page
Completion
1 hour Facebook
Grow
Audience
3 Cross promote on
other channels,
purchase ads, run
contests
Ongoing % impressions
% feedback
# likes
CTR
30 minutes Facebook
Hootsuite
Facebook
Insights
Create + Post
Content
2 Utilize existing
resources to
create engaging
content: Articles,
blog posts, photos
2-3/week % impressions
Reach
CTR
30 minutes Facebook
Hootsute
Blog
Community
Engagement
3 Like and comment
on posts; engage
other pages
Ongoing % feedback 1 hour Facebook
Resources: 2 Hours/Week
Goal: Utilize content from other channels; share videos, photos, run contests
Target: End-Users, Buyers, Manufacturers
11. CHANNEL STRATEGY!
Action Type Priority Details Frequency KPI’s Time/WK Means
Create Blog 2 Design; Add
company details
Initial Set-Up % complete 3 hours Blog Platform
Create
Content
3 Write SEO
optimized blogs
on user-related
topics; behind-the-
scenes; meet the
team
1 / week # Blog Views
#Site Click-
Throughs
1.5 hours Blog Platform
SEO 3 Align blogs,
company
description,
optimize tags,
photos, etc.
Ongoing Google
PageRank
# Blog Views
30 minutes Blog Platform
Resources: 2 Hours/Week
Goal: Use as a platform to drive SEO and website visits; establish Flint Engines as
industry thought-leaders through relevant, interesting and engaging content.
Target: End-Users, Buyers, Manufacturers
12. CHANNEL STRATEGY!
Action Type Priority Details Frequency KPI’s Time/WK Means
Join Relevant
Customer
Communities
2 Investigate online
communities (such as
machineryscoop.com
+ industry publication
forums)
Ongoing # of forums 15 minutes Internet
Engage in
conversation
and active
listening
3 Participate in
conversations,
demonstrating
thought-leadership;
look for opportunities
Daily # of posts
# of mentions
40 minutes Internet
Reporting 3 Track communities
joined, connections
made, mentions
Monthly see above 5 minutes Metrics
Dashboard
Goal: Engage in conversations with end-users; establish Flint Engines as thought-
leaders in relevant industries; build awareness and provide solutions
Target: End-Users, Buyers, Manufacturers
Resources: 1 Hour/Week
