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. 1. Serco Internal Using social media to grow your Manufacturing Business Kate Doodson Cosmic @cosmickated
  2. 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. 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. 4. Support Available – 12 hours
  5. 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
  6. 6. Serco InternalSerco Internal http://www.youtube.com/watch?v=G7KZR9 NwKQQ
  7. 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. 8. Serco Internal Social media workshop Linda Middleton-Jones 18th June 2014 Plymouth
  9. 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. 10. Serco InternalSerco Internal On the ground
  11. 11. Serco InternalSerco Internal Capital equipment investment– Q3 Barometer Q3 2013 - 2014
  12. 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. 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. 14. infographics
  15. 15. Serco InternalSerco Internal THANK YOU for manufacturers
  16. 16. Using social media to grow your Manufacturing Business
  17. 17. Serco InternalSerco Internal
  18. 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. 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. 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
  21. 21. Serco InternalSerco Internal Listen
  22. 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
  23. 23. Serco InternalSerco Internal
  24. 24. Serco InternalSerco Internal Hashtag ideas • Industry specific • #manufacturing • #3dprinting • #CAD • #engineering • Geographic specific • #plymouth • #bristol • Campaign specific • #iotchat • Media specific • #journorequest • #prrequest
  25. 25. Serco InternalSerco Internal
  26. 26. Serco InternalSerco Internal
  27. 27. Serco InternalSerco Internal Listen – Tweetdeck/Hootsuite
  28. 28. Serco InternalSerco Internal
  29. 29. Serco InternalSerco Internal Google Alerts
  30. 30. Serco InternalSerco Internal • Listen for sales opportunities • What’s the best way to…? • How do I …?
  31. 31. Serco InternalSerco Internal Share
  32. 32. Serco Internal
  33. 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. 34. Serco Internal Follow content worth sharing Step 1 – follow content worth sharing
  35. 35. Serco Internal Step 2 – share or retweet
  36. 36. Serco InternalSerco Internal Engage and share through influencers Influencers like Tanya Burr?
  37. 37. Serco InternalSerco Internal • 1,784,296 subscribers on YouTube
  38. 38. Serco InternalSerco Internal Who’s your influencer? • Or is it MAS, EEF, or a leading sector figure?
  39. 39. Serco InternalSerco Internal How do you find influencers?
  40. 40. Serco InternalSerco Internal Create content
  41. 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. 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. 43. Serco InternalSerco Internal • Become a storyteller • Re-use many times Content
  44. 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. 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
  46. 46. Enter then share..
  47. 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. 48. Competition – 45,360 likes on Facebook
  49. 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. 50. Serco Internal Use of visual in social media Visual media is really important Facebook Pinterest Twitter (shows under Tweet) Flickr
  51. 51. Serco InternalSerco Internal Become a storyteller Make it visual, engaging, emotional
  52. 52. Serco Internal Video please 1 in 3 Millennials watch online material and virtually no broadcast TV
  53. 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. 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. 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. 56. Pinterest
  57. 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. 58. Serco InternalSerco Internal Easy content planning
  59. 59. Content planning 6 week content planner w/c --------- --- 1 2 3 4 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
  60. 60. Serco InternalSerco Internal
  61. 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. 62. Serco InternalSerco Internal Align your brand
  63. 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. 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
  65. 65. Serco InternalSerco Internal
  66. 66. Mulberry and Mackintosh
  67. 67. Serco InternalSerco Internal Social Media and Thought Leadership
  68. 68. Serco InternalSerco Internal • Highlight your expertise • Show off your opinion • Start to gain followers in the sector • Influence purchasing decisions at the right level
  69. 69. Serco InternalSerco Internal Start to dominate your real estate
  70. 70. Serco InternalSerco Internal The Digital Thought Leader
  71. 71. Serco InternalSerco Internal
  72. 72. 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
  73. 73. Serco InternalSerco Internal Using social media to learn
  74. 74. 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.”
  75. 75. Serco InternalSerco Internal
  76. 76. Serco InternalSerco Internal • Follow people you want to learn from on Twitter/Faceb ook/LinkedIn • Subscribe to blogs (using Feedly)
  77. 77. 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?
  78. 78. Podcasts iTunes – Leadership…
  79. 79. Don’t forget learning from Facebook and Twitter Follow influencers, peers, phrases of value
  80. 80. Serco InternalSerco Internal Analyse your success
  81. 81. 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
  82. 82. 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
  83. 83. Serco InternalSerco Internal Likes
  84. 84. Serco InternalSerco Internal Likes Comments and Shares
  85. 85. Serco InternalSerco Internal Post detail
  86. 86. Serco InternalSerco Internal Demographics
  87. 87. Serco InternalSerco Internal Twitonomy
  88. 88. Serco InternalSerco Internal Hootsuite
  89. 89. Serco Internal Any questions? Kate Doodson @cosmickated kate@cosmic.org.uk cosmic.org.uk

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