How Engineers Can Leverage Social Media

SOCIAL MEDIA FOR ENGINEERSHOW YOU CAN BEGIN TO NAVIGATE THE SOCIAL WEBSEPTEMBER 21ST, 2011

THE FLOOD GATES ARE STILL OPENING More and more people using social networks65% OF ADULT INTERNET USERS SPEND TIME ON SOCIALNETWORKING SITES - ONLY 29% BACK IN 2008 50% OF THE ADULT POPULATION NOW USES SOCIAL MEDIA - MOST POPULAR WITH WOMEN UNDER 30 EDUCATION FOR MOST SOCIAL MEDIA USERS IS AT THE COLLEGE LEVEL - LARGEST DEMOGRAPHIC HAS LESS THAN HIGH SCHOOL PEOPLE LIVING IN URBAN GEOGRAPHIC LOCATIONS ~ PEW INTERNET - HOUSEHOLD INCOME IS 75K OF LESS THAN 30K83% OF YOUNG ADULTS AGED 18-29 USE SOCIALNETWORKING SITES - 150% INCREASE AMONG USERS AGE 65+ ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 2

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 3

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES • 18 to 29 age demographic slowing down. • 30 to 40 age demographic catching up with large increase of social network usage. • 50 to 64 age demographic holding steady. • 65+ age demographic making a large increase.©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 4

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.MARKETING USED TO BE ONE WAY MESSAGING ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 5

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.MARKETING USED TO BE ONE WAY TRANSACTIONS ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 6

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CHANGE: RISE OF THE SAVVY CONSUMER ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 7

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CHANGE: ACCESS TO THE CONSUMER ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 8

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CHANGE: POWER TO THE CONSUMER ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 9

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CHANGE: DEMAND FOR IMMEDIATE & AUTHENTIC PRESENCE ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 10

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.BUSINESSES AND ORGANIZATIONS NOW HAVE TO PLAY THEGAME! ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 11

WHAT SOCIAL MEDIA ISN’T FACEBOOK • If your Social Media plan is tool focused, TOOLS you don’t have a strategy at all CAMPAIGNS • Worry about the tools last and focus on FOLLOWERS/FANS how your business will be social ADVERTISING • Successful Social Media strategies stem from identified business goals and AUTOMATED objectives TACTICS • This requires listening and incorporating STRATEGIES social web implementations into your culture NEW©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 12

WHAT SOCIAL MEDIA IS RELATIONSHIPS • If you are online, people will expect you to COMMUNICATION be present PASSION • Social Media is a organic process and ENGAGEMENT your job is to build lifelong relationships HELPING • What experience do you want consumers to come away with when they interact with EMOTION your Franchise? SHARING • Ask how are you going to be social, not LOYALTY what are you going to do with Social Media? HELPING!!!©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 13

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE B2C SOCIAL WEB RELATIONSHIP B2C TALK TO ME AND ADDRESS MY NEEDS MAKE IT EASY TO BUY FROM YOU MY LOYALTY IS YOURS IF YOU ARE THERE WHEN I NEED YOU©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 14

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.B2B SOCIAL WEB RELATIONSHIP B2B SHARE YOUR EXPERTISE AND SHOW HOW IT HELPS ME SHOW ME WHY I SHOULD BUY FROM YOU KEEP ME CONNECTED WITH YOU AND OTHER INDUSTRY PROFESSIONALS©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 15

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE USE OF B2B SOCIAL MEDIA WILL INCREASE • 81% of B2B companies were likely to maintain company-related profiles on social networks, compared to 67% of B2C companies. • One of the only areas where B2C is more active in social media than B2B is in advertising on social networks (B2B: 42%, B2C: 54%) • Both B2B and B2C companies monitor user reviews (B2B: 49%, B2C: 51%) and manage communities dedicated to customers (B2B: 49%, B2C: 51%) ~ Business.com Business Social Media Benchmarking Study©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 16

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CUSTOMERS THROUGH SOCIAL MEDIA CHANNELS©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 17

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.LEADS THROUGH BLOGGING©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 18

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS. TREATING CUSTOMERS LIKE PARTICIPANTS: WHAT ARE YOUR BUSINESS OBJECTIVES? WHERE ARE YOUR CURRENT CUSTOMER TOUCH POINTS? WHERE ARE YOU COMMUNICATING?HOW CAN SOCIAL INTEGRATE WITH YOUR MARKETING OBJECTIVES?©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 19

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.IT’S ALL ABOUT COMMUNICATION NOT MARKETING ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 20

TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.Listen: Monitor sentiment of your brand, industry, and competition.This helps target social communications to the appropriate audiencethrough the appropriate channels.Identify/Build Internal Resources: Representatives of every corner ofyour organization. Team should include internal champions of yourcompany and the social web.Policies and Procedures: Build internal guidelines for your company.Define as needed, and provide a structure for future social mediaexecutions.Content Generation: Identify all possible and available contentoptions. This ties into your listening phase.Engage and Educate: Learn how to be active and not reactive on thesocial web. Keep current with ethics and methodologies that governthe digital landscape. BECOMING A SOCIAL BUSINESS ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 21

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SOCIAL MEDIA FEEDS ON CONTENTB2B Social Media is still P2P Social Media - Jason Falls•You are still dealing with, communicating, and doing business withpeople.• If you are going to be online, you need to: - Connect - Communicate - Build loyalty for your company and product/service - Find and build leads - Go where people go•Many B2C social marketing strategies apply to B2B. The tactics maydiffer.•Regardless if your are B2B or B2C, the social web requires anauthentic and genuine presence. ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 22

TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS.• Your social media presence needs to be a reflection of your culture and who you are.• Remember P2P: People will do business with people and they do business with people they can get to know.• Helping people is the new marketing.• Stop thinking like a company and start thinking like a customer.• Allow your customer to participate with you.• Consumers demand immediate and efficient response from companies. LESS MARKETING. MORE COMMUNICATION. ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 23

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CALCULATING THE ROI• First, identify your business objectives and marketing goals.• Decide what it is you really want to measure.• Determine how social media can be integrated.• Begin a social media timeline.• Compare SM timeline with the numbers, expenses, transactions, etc.• Is there any correlation?• Now you have a starting point to begin tracking ROI over the long term.©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 24

CASE STUDIES • Personable • Authentic • Accessible • Helpful Resource • Consistent • Outstanding©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 25

EEV BLOG• Organic content for passionate engineers.• “20 years experience in the electronics design industry in his unique non-scripted naturally overly enthusiastic and passionate style.”• Lot’s of video.• Topics include engineering, hacking, laser development, sonar sensors, and more.• Extends his passion of engineering to additional social networks.• Positions his blog as a helpful resource. ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 26

• Provides content that builds awareness on their passion subject: Beautiful lighting through LED Technology.• LED Revolution - interactive social network that includes Facebook, Twitter, and user generated content.• Visitors can submit their “bad lighting” photos to win free LED upgrade lighting.• Blog is updated regularly (daily), and content uses humor for the personable hook.• Funny videos.• Also uses other social networks to drive people to main site. CREE: LIGHTING THE LED REVOLUTION ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 27

PROMISE PIZZA: RURAL SMALL BUSINESS• Successful small business that used the social web to connect with the community.• Used Twitter for word of mouth promotions, specials, and announcing local events.• Hosted social media night for all Austin area food bloggers to sample their pizzas.• They get personal.• Superior customer service through social networks.• Won “Best Pizza in Austin” after only 7 months in business. ©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 28

• Internet trading platform for the shipping industry.• Main objective: Build brand awareness.• Revamped the way they communicated online: blogs, email, website, SEO, linkedin, twitter, etc.• Personable approach with their communities and the networks they participated in.• Linkedin and Twitter top 20 traffic sources• Number of business leads increased by 400%SHIPSERV: B2B SOCIAL MEDIA CHAMPION©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 29

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE FLOOR IS OPEN Questions?©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 30

TRANSFORM YOUR BRAND. TRANSFORM YOUR BUSINESS. REFERENCESCrowd Science Blog:Over 50% of Adults Now Use Social NetworksPew Internet Study:65% of online adults use social networking siteseMarketer:B2B Social Media Marketing Heats UpHubspot Inbound Marketing Best Practices:The State of Inbound Lead GenerationEEV Blogs:Electronics Engineering Video BlogCREE: Lighting the LED RevolutionLeading the Lighting RevolutionPromise PizzaHow Promise Pizza Made Social Media Pay OffShipServB2B Social Media Success Story ©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 31

TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THANK YOU VERY MUCH!David MurrayDirector, Social Web Communications734.327.6622david.murray@regroup.us@DaveMurrFollow UsTwitterFacebookYouTubeFlickrWebsite©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 | 32

How Engineers Can Leverage Social Media

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