Social Media for Manufacturing - Strategy and Application

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Wendy Soucie presents strategies and application for social media for manufacturing. Understanding how to engage and develop social business relationships to adjust to the new buying selling process was the focus. Presented to the Central Wisconsin Social Media Conference hosted by UW Stevens Point.

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Social Media for Manufacturing - Strategy and Application

  1. 1. Social Media for Manufacturing: Strategy and Application Central Wisconsin Social Media Conference UWSP – Extension, Wausau WI | Oct. 7 2010 25 years + experience B2B Experience– manufacturing, engineering, architecture, accounting, IT consulting service firm . Unique focus - technical products and engineering. Based in the Midwest with national reach. 1 © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved
  2. 2. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 2 Who is Wendy Soucie? Wendy Soucie 203,000 results to choose from
  3. 3. © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 3 What questions do you need answered?
  4. 4. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 4 Moving towards Social Business Web 2.0 Intro of web applications on the Internet Enterprise 2.0 Use of emerging software between companies Social Business A Business designed around sociality and social tools in reaction to the social web Stowe Boyd Patti Anklam http://www.byeday.net/weblog/networkblog.html
  5. 5. The buying – selling disconnect today
  6. 6. Doing Business 2010
  7. 7. Are you in the recommendation chain? 78% trust recommendations from social graph 90% of B2b buyers trust peer reviews 70% trust online reviews.
  8. 8. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 8 Figure out how to use social media for a competitive advantage… …Not a competitive disadvantage
  9. 9. Are we asking the wrong question? How do you pick the right tool?
  10. 10. Assess Identify Goals Develop Strategy Brand the Message Identify Ways to Engage Select Channels & Tools Measure & Track NCP Model Execute © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved A Process SocialMedia-academy.com/methodologies/htm
  11. 11. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 11 Free Listening Tools Technorati Search Compete.com TweetDeck Search Search.Twitter.com Trendrr Addictomatic Socialmention Xeesm Google Alerts Google Reader Google Analytics Google Keyword List of 26 tools http://www.socialmediatoday.com/SMC/155299 http://www.dreamgrow.com/46-free-social-media-monitoring-tools/
  12. 12. Four Quadrant Assessment
  13. 13. Understand Your Audience
  14. 14. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 14 Assessment Identifies Influencers Blogs Yahoo, Delicious, other niche sites LinkedIn FaceBook Twitter YouTube http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/
  15. 15. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 15 Social Media Landscape Goal 16,000 ft Strategy Tools
  16. 16. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 16 What business owners need to do ClarifyBusiness Goals ExtendBrand TacticBuild Strategy Tools: Advertising Public relations Direct mail Social media, etc. Take a strategic approach
  17. 17. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 17 Goal Strategy ClarifyBusiness ExtendBrand ToolsMarketing Be realistic – What resources? Get training – Do you know how to be social when you apply the tools? Define success – Can you agree on measurement? Make your team approachable
  18. 18. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 18 Clarify: What Business is Getting Done… Customer Service/Support Sales Prospecting Marketing - Online Business Partnerships Channel Partner Relations Executive Networking Staffing and Recruiting
  19. 19. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 19 25% 25% 50% Social Media Time Allocation Publishing Listening Connecting Shared by Chris Brogan June 2010 Madison
  20. 20. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 20 Extending Your Brand Personal – Marketing focused, keyword enhanced Company – Company message standardized ClarifyBusiness ExtendBrand ToolsMarketing
  21. 21. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 21 Where does social media go? Marketing Sales Social Media Product Dev. Social Media Human Resources Social Media Customer Service Social Media ClarifyBusiness ExtendBrand ToolsMarketing Build an internal x-department team
  22. 22. Now your ready to select tools
  23. 23. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 23 Micro Blogging Social Networks Social Bookmarking Video /Photo Sharing Social Directory Search RSS Feeds Blogging / Forums / Content Generation Website as your home base Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office Easier adoption for SMB
  24. 24. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 24 Where should B2B focus be? • LinkedIn – 700K businesses, every Fortune 500 represented. Place to find people you know. • Blogs – Best place for thought leadership - 15% of bloggers spend 10 or more hours each week blogging [Technorati's new State of the Blogosphere.] • Facebook – 3rd most visited website in U.S. (behind Google & Yahoo). Place to find people you used to know. • Twitter – News generator and source, with 300K new members every day. Place to find people you want to know • YouTube – 20 hours of video uploaded every minute – Don’t under estimate - video is fastest growing media. • Flickr – Pictures, video, groups and networking. Real time data from compete.com and Alexia
  25. 25. © Copyright 2003-2009 - Wendy Soucie Consulting LLC - Integrated Alliances - All Rights Reserved 25
  26. 26. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 26 3 Thoughts on social media • It is vital to remember how quickly even a single update can go viral. (Nestle) • People value honesty, being upfront, and listening to others. (Dell) • Prepare for when, not if social media blunders happen. (SouthWest Airlines)
  27. 27. “A new, more sophisticated and targeted generation of business-to-business (B-to-B) social media is building on the current B-to-B weaknesses of Twitter, LinkedIn, Facebook, and YouTube.” ~Peter Von Dyck, Founder, Chairman and CEO Zassi Medical Evolutions (Medical Device Industry) Social Media Policy
  28. 28. Social Media Policy Create at least 2 policies – Employee boundaries and limits – Operational - based on job role Start with your email policy Social Media Policy List: http://www.socialmedia- academy.com/index.php/resources/s ocial-media-guide-lines/ http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-lines/ http://www.itbusinessedge.com/cm/docs/DOC-1257 Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
  29. 29. Use employees as ambassadors Provide guidance Support your employees State your corporate boundaries Provide the right info, to the right people , at the right time Provide hyperlinks in all policies to all relevant documents and contacts. Social Media Policy
  30. 30. What’s the ROI on social media? “What’s the ROI for putting on your pants every morning? But it’s still important to your business.” Scott Monty, Digital Communications Manager, Ford
  31. 31. What does success look like? Reach • Traffic – visitors and views • Interaction – volume of comments • Trust – Incoming links Action and insight • Sales - conversion • New business • Customer engagement satisfaction and loyalty Engagement and Influence •Sharing and evangelism •Commenter authority and influence •Retention – connections, clients, etc •Favorites, Friends, Fans, Connections Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media
  32. 32. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 33 Tools for measuring • Alterian • Scoutlabs • Radian6 • Xeesm – Social Address books
  33. 33. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 34 Social Business Relationship Mgmt • Tracking engagements • Setting milestones • Following a process • Show progress
  34. 34. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 35 Profile in Xeesm
  35. 35. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 36 Xeesm Flight tracking group of people
  36. 36. Tracking with Facebook Insights
  37. 37. © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved 38 Tracking Your Network in LinkedIn
  38. 38. © Copyright 2010 Wendy Soucie Consulting LLC - All Rights Reserved 39 Twitter Profile
  39. 39. © Copyright 2003-2009 Integrated Alliances LLC / Wendy Soucie Consulting LLC - All Rights Reserved 40
  40. 40. © Copyright 2010Wendy Soucie Consulting LLC - All Rights Reserved 41 standout You need to make your profiles
  41. 41. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 42 Profile Building Model – A process Determine Business Goals First Profiles Network Search Communicate Business Applications
  42. 42. © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 43 Establishing a Profile on the Internet • CONSISTENCY IS IMPORTANT More than your picture and name Needs to evolve over time Time is of essence Photo credit Amy Lynn Schereck
  43. 43. © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 44 Example Profile Names
  44. 44. Profile Tips • Look and feel – Brand you • Link back to key sites • Profile name • Claim profile www.knowem.com Photo credit Amy Lynn Schereck
  45. 45. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 47
  46. 46. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 48 “Networking is not about hunting. It is about farming. It’s about cultivating relationships. Don’t engage in ‘premature solicitation’. You’ll be a better networker if you remember that.” – Dr. Ivan Misner, NY bestselling author & founder of BNI
  47. 47. © Copyright 2010 Wendy Soucie Consulting LLC - All Rights Reserved 49 Why is network size important? • Network - size matters, you must grow • Contribute – thru questions, blog posts, events, knowledge share • Participation – thru feedback, comments, views, downloads, bookmarking or other consumption You can begin to measure ROI and social capital value Socialmedia-academy.com
  48. 48. © Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 50 Stay Visible. • Completeness • Content • Context • Applications • Network • Activity level
  49. 49. – Website Blogs – Videos – Photos – Presentations – Ebooks – News releases What to Publish
  50. 50. – Make emails into blog posts – Turn forum posts into blog posts – Make blog posts into presentations – Shoot video at your events – Interview clients for your blog – Repurpose company info for public reports – Create case studies Make Use of Existing Material
  51. 51. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 53 Social Media Examples
  52. 52. Website Home © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 54 Timken.com Email Campaign
  53. 53. Oracle has: •Wiki •Twitter account •OpenWorld room on FriendFeed.com.
  54. 54. Hycor Biomedical
  55. 55. Cree Lighting - LED Lighting
  56. 56. Williams & White
  57. 57. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 59 Lincoln Electric – Welding Machines
  58. 58. Sterling Surfaces
  59. 59. © Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 61 Louis E. Page Fencing (last but not least)
  60. 60. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 62 Partnerships | Strategic Alliances | Joint Venture • Wendy Soucie Consulting – www.wendysoucie.com • Founder/Principal • End Result Marketing • Nurture marketing and research • Social Media Academy • Certified Social Media Consultant • Founding Gold Member and Alumni • Black Diamond Consultant • Xeesm – Social CRM • Business Partner – Wisconsin • Integrated Alliances – IA Certified Trainer • Images from IstockPhoto.com
  61. 61. © Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 63 We provide: Technical Product Expertise Manufacturing experience Social media assessments Marketing best practices Thought leadership strategies Social media building blocks Training on tools and strategy Implementation help and coaching Network . Contribute . Participate Social web links: http://xeesm.com/wendysoucie

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