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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Social Media for Manufacturers Social Media for Manufacturers Presentation Transcript

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