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Social Media for Manufacturers,[object Object],Carmen Fontana,[object Object]
Introduction,[object Object],Carmen Fontana,[object Object],Web Marketing Manager,[object Object],Google AdWords Certified Professional,[object Object],BS Systems & Control Engineering,[object Object],ME Engineering Management,[object Object],Charlie Meyers,[object Object],President and Founder of WRIS,[object Object],Started company in 1996,[object Object],John Strathern,[object Object],Client Services Director,[object Object],Experienced in web development and sales,[object Object]
Agenda,[object Object],What is Social Media?,[object Object],Why Social Media?,[object Object],Social Media Channels,[object Object],Blogs,[object Object],LinkedIn,[object Object],Twitter,[object Object],Facebook,[object Object],YouTube,[object Object],Social Media & Manufacturing,[object Object],Choose Your Channels,[object Object],Social Media Process,[object Object],Claim,[object Object],Listen & Learn,[object Object],Engage,[object Object],Schedule & Streamline,[object Object],Integrate,[object Object],Evaluate,[object Object],Questions,[object Object]
What is Social Media?,[object Object],“Forms of electronic communication (such as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)” ,[object Object],– Merriam Webster,[object Object]
Why Social Media?,[object Object],Communication,[object Object],What are you doing?,[object Object],Why are you doing it?,[object Object],Brand Development,[object Object],What does our company stand for?,[object Object],What is our product about?,[object Object],Relationship Building,[object Object],Create new connections,[object Object],Reengage with others,[object Object]
Why Social Media? (continued),[object Object],Thought Leadership,[object Object],Demonstrate your knowledge,[object Object],Knowledge Gathering,[object Object],What are your competitors doing?,[object Object],What are people saying about your company?,[object Object],What are people saying about my industry?,[object Object],Search Engine Optimization,[object Object],SM signals influence Google rankings for your website,[object Object]
Social Media Channels,[object Object],There’s a lot,[object Object],They’re always changing,[object Object],Today:,[object Object],Blogs,[object Object],LinkedIn,[object Object],YouTube,[object Object],Twitter,[object Object],Facebook,[object Object]
Social Media Channels: Blogs,[object Object]
Social Media Channels: LinkedIn,[object Object]
Social Media Channels: YouTube,[object Object]
Social Media Channels: Twitter,[object Object]
Social Media Channels: Facebook,[object Object]
Social Media & Manufacturing: Adoption,[object Object],Sources: GlobalSpec & Merchant Circle, Feb 2011,[object Object]
Social Media & Manufacturing: Notes,[object Object],Social Media has not been adopted as quickly in manufacturing as other businesses,[object Object],Right now, Social Media is a complimentary item to industrial marketing,[object Object],But, undoubtedly will continue to grow,[object Object]
SOCIAL MEDIA IS STILL EVOLVING FOR MANUFACTURERS!!!,[object Object]
Choose Your Channels,[object Object],Blogs,[object Object],Best SM way to demonstrate “thought leadership”,[object Object],Great for Search Engine Optimization,[object Object],Time intensive,[object Object],LinkedIn,[object Object],Most “business” of all channels,[object Object],Some pieces helpful, some not,[object Object]
Choose Your Channels,[object Object],YouTube,[object Object],Great for demonstrating your product,[object Object],Helpful for foreign sales,[object Object],Can be time intensive,[object Object],Blocked on networks,[object Object],Twitter,[object Object],Simple way to communicate message, interact with others,[object Object],Some learning curve,[object Object],Not universally used by manufacturers,[object Object]
Choose Your Channels,[object Object],Facebook,[object Object],Most universally used on personal level,[object Object],Not always considered “business”,[object Object],Blocked on many networks,[object Object]
YOU DON’T NEED EVERY CHANNEL!!!,[object Object]
Social Media Process,[object Object]
YOU DON’T NEED EVERY STEP!!!,[object Object]
Social Media Process,[object Object]
1. Claim,[object Object],Blog,[object Object],Ask your web company if your website has blogging capabilities,[object Object],If not, create one at wordpress.com or blogspot.com,[object Object],Get a URL like blog.acmecorp.com or www.acmecorp.com/blog,[object Object],LinkedIn,[object Object],www.linkedin.com,[object Object],Create a personal page,[object Object],Create a company page,[object Object],http://www.linkedin.com/,[object Object],company/add/show,[object Object],YouTube,[object Object],http://www.youtube.com/create_account,[object Object]
1. Claim,[object Object],Twitter,[object Object],www.twitter.com,[object Object],Facebook,[object Object],www.facebook.com,[object Object],Create a personal page,[object Object],Create a “Company” page,[object Object],http://www.facebook.com/#!/pages/create.php,[object Object],After 25 “Likes” you can get a custom URL,[object Object],www.facebook.com/acmecorp instead of www.faceboook.com/fssdif?dsjcbsd,[object Object],www.facebook.com/username,[object Object]
Social Media Process,[object Object]
2. Listen & Learn,[object Object],Watch yourself and others,[object Object],Speak, don’t shout,[object Object],Promote, but discretely,[object Object],Give as much as you get,[object Object]
2. Listen & Learn,[object Object],Alerts,[object Object],Allow you to see mentions of your company on the web,[object Object],Emailed to you on a regular basis,[object Object],Two biggest ones:,[object Object],Alerts.google.com,[object Object],Socialmention.com,[object Object],Both FREE!,[object Object],Sign up for competitors too!,[object Object]
2. Listen & Learn,[object Object],Blogs,[object Object],Find relevant blogs,[object Object],Trade magazines,[object Object],http://www.chemicalprocessing.com/voices/plant_insites.html,[object Object],Competitors,[object Object],http://www.triangleoshkosh.blogspot.com/,[object Object],Associations,[object Object],Blog Directory,[object Object],Blogcatalog.com,[object Object],Blogs.botw.org,[object Object],Search Engines,[object Object],i.e. “lean manufacturing” blog,[object Object],Use a RSS reader,[object Object],Aggregates everything into one place,[object Object],Reader.google.com (FREE!),[object Object]
2. Listen & Learn,[object Object],LinkedIn,[object Object],Review Updates,[object Object],Who’s doing what?,[object Object],Follow Companies,[object Object],Company version of the status update,[object Object],Groups,[object Object],Trade Organizations (Recommended: WIRE-net),[object Object],Alumni Groups (Don’t always need to be an alumni),[object Object],Media Outlets (Trade magazines, Crain’s),[object Object],Special Interest (Recommended: Industrial Marketing Mavens),[object Object],Answers,[object Object],Crowdsourcing Q&A,[object Object],What are people asking about?  What can I answer?,[object Object],News,[object Object],Aggregated way of getting news feeds,[object Object],Advertising	,[object Object],Target by industry, job description, even employer!,[object Object]
2. Listen & Learn,[object Object]
2. Listen & Learn,[object Object]
2. Listen & Learn,[object Object],YouTube,[object Object],Search for relevant topics,[object Object],Watch videos from both large and small manufacturers,[object Object],Corning ,[object Object],http://www.youtube.com/watch?v=6Cf7IL_eZ38,[object Object],12,856,845 Views!!!,[object Object],WS Tyler,[object Object],http://www.youtube.com/watch?v=a68odZsvjJE,[object Object],Example of a video on a budget,[object Object],“Show” versus “tell”,[object Object]
2. Listen & Learn,[object Object],Twitter,[object Object],“Follow” people,[object Object],Competitors,[object Object],Industry News,[object Object],General Manufacturing,[object Object],Local Organizations,[object Object],Need ideas? See wris_oh lists for Manufacturing, Cleveland,[object Object],Look for hashtags,[object Object],Way to group like comments together,[object Object],Manufacturing hashtags: http://ow.ly/4GkhG,[object Object],Many conferences/tradeshows have a dedicated hashtag #pittcon,[object Object],More on etiquette & lingo: http://bit.ly/dKtTyp,[object Object]
2. Listen & Learn,[object Object]
2. Listen & Learn,[object Object]
2. Listen & Learn,[object Object],Facebook,[object Object],“Follow” companies,[object Object],Not as many manufacturers on Facebook,[object Object],But a lot can be learned from watching B2C companies,[object Object]
2. Listen & Learn,[object Object]
BABY STEPS!!!,[object Object]
Social Media Process,[object Object]
3. Engage,[object Object],Blogs,[object Object],Blog 2-4 times per month,[object Object],Variety of authors, variety of subjects,[object Object],Sample topics:,[object Object],Product – general (“3 Things You Didn’t Know about Widgets”),[object Object],Product – real life applications (“Widgets in Action at Customer Corp”),[object Object],Trade Show Presence (“Visit Acme at the Widget World Fair”),[object Object],Staff profiles  (“Meet Acme’s Plant Manager”),[object Object],Commentary on industry  (“What Does the Automotive Downturn Mean for the Widget Industry?”),[object Object]
3.Engage,[object Object],LinkedIn,[object Object],Fill out Company Page,[object Object],Fill out Personal Profile,[object Object],Participate in Groups,[object Object],Read & Answer Questions,[object Object],Status Updates,[object Object],YouTube,[object Object],Upload videos,[object Object],Show your product in action,[object Object],Does NOT need to be professionally produced,[object Object],Favorite videos,[object Object],Integrate with Facebook site,[object Object]
3. Engage,[object Object],Twitter,[object Object],Tweet at least 3-5 times per week,[object Object],“Retweet” others’ messages,[object Object],Respond to direct messages, and directed tweets,[object Object],HINT: Use shortened URLs (bit.ly),[object Object],Facebook,[object Object],Update status at least 3-5 times per week,[object Object],Comment on other pages ,[object Object],Respond to comments,[object Object],Upload pictures,[object Object]
Social Media Process,[object Object]
4. Schedule & Streamline,[object Object],Create a plan,[object Object],Develop a content/channel schedule,[object Object],Use tools,[object Object],Delegate!!!,[object Object]
4. Schedule & Streamline,[object Object]
4. Schedule & Streamline,[object Object]
4. Schedule & Streamline,[object Object]
4. Schedule & Streamline,[object Object],Best times to Tweet/Blog/FB,[object Object],Everyone has a different opinion,[object Object],Depends on where your customers are (West Coast, international?),[object Object],What we do:,[object Object],Blog on Thursdays, 5AM,[object Object],Tweet daily at 4PM,[object Object],Facebook daily at 10AM,[object Object]
4. Schedule & Streamline,[object Object],Blogs,[object Object],Most blogging software allows you to schedule posts,[object Object],Write a bunch at one time but schedule over months,[object Object],HootSuite& TweetDeck,[object Object],Tools that allow you to schedule posts to Twitter and Facebook,[object Object],Do a week’s worth of posts at one time,[object Object],Must have for regular social media engagement,[object Object],FREE!!!,[object Object]
4. Schedule & Streamline,[object Object],You can even do short URLs!,[object Object],Schedule your tweet for whenever!,[object Object]
Social Media Process,[object Object]
5. Integrate,[object Object],Integrate,[object Object],Integrate into your website,[object Object],Promote on your literature ,[object Object]
Social Media Process,[object Object]
6. Evaluate,[object Object],How much time are you spending doing Social Media?,[object Object],Are you seeing increased traffic to your website?,[object Object],How many followers do you have on Facebook/Twitter?,[object Object],How many views are your videos getting?,[object Object],How often are your blog posts read?,[object Object],How many worthwhile connections have you made on LinkedIn?,[object Object],Are leads mentioning they saw your blog/tweets/videos etc?,[object Object]
HARD DATA ,[object Object],ALWAYS WINS!!!,[object Object]
Carmen Fontana,[object Object],carmen@wris.com,[object Object],216.245.4152,[object Object]

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