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Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
Social Media for Manufacturers
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Social Media for Manufacturers

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Twitter. Facebook. LinkedIn. YouTube. Blogs. With so many c

Twitter. Facebook. LinkedIn. YouTube. Blogs. With so many c

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

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