Superfast Business: 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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Superfast Business: Using Social Media to Grow Your Manufacturing Business

  1. 1. Serco Internal Using social media to grow your Manufacturing Business Lizzie Whitchurch Cosmic
  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. http://www.youtube.com/watch?v=G7KZR 9NwKQQ The Connectivity “Revolution”
  5. 5. Support Available – 12 hours
  6. 6. 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 eligbility 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
  7. 7. Serco InternalSerco Internal http://www.youtube.com/watch?v=G7KZR9 NwKQQ
  8. 8. SOCIAL MEDIA WORKSHOP Linda Middleton-Jones 2nd July 2014 Darts Farm
  9. 9. 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. ON THE GROUND
  11. 11. 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
  12. 12. WHY ARE WE HERE • Using Barometer results to create and offer learning opportunities • To support manufacturers by bringing them the knowledge they need
  13. 13. CAPITAL EQUIPMENT INVESTMENT– Q3 Barometer Q3 2013 - 2014
  14. 14. 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
  15. 15. INFOGRAPHICS
  16. 16. THANK YOU for manufacturers
  17. 17. Using social media to grow your Manufacturing Business The Mulberry Story With thanks to Felipa Monteiro Digital Marketing Manager, Mulberry
  18. 18. Serco InternalSerco Internal Introducing Mulberry Business facts • Turnover £165m 2012 • Profit £18m • 15% of sales online Strategic online goals • Increase £ sales per item • Increase online dominance
  19. 19. Serco InternalSerco Internal • Ave price bag has gone from £550 to £900 during the recession. • Some bags around £3,000 "We have made a decision as a business that we want at least 50 per cent of our manufacturing to be in the UK. We are a British brand, so we want to be making our goods in Britain."
  20. 20. Serco InternalSerco Internal • 1,100 bags a week produced in Somerset • Mulberry's 270 expert on-site handbag makers
  21. 21. 244,699 likes 222,243 11,290 4,276 +735,912 8,483
  22. 22. Channel Follows/Likes Channel address Facebook 244,699 likes www.facebook.com/Mul berry Twitter 222,243 @Mulberry_editor Pinterest 11,290 www.pinterest.com/mulb erry YouTube 2,976 http://www.youtube.com /user/Mulberry Google + +735,912 plus.google.com/+mulbe rry/posts Klout Score 67/100
  23. 23. Serco InternalSerco Internal What are the channels used for? • Facebook – (B2C) aspiring customer • Twitter – (B2B) press and bloggers • Instagram – (B2C) cool and trendies ‘cool of the city’ • Pinterest – (B2C) reflectors • Google+ - who knows? • Wiebo – Asian customers
  24. 24. Facebook
  25. 25. Twitter
  26. 26. Instagram
  27. 27. Pinterest
  28. 28. YouTube
  29. 29. Wiebo.com
  30. 30. Serco InternalSerco Internal Competitors Burberry • Facebook likes 16,883,617 • Twitter followers 2,616,530 • Klout Score - 86 • YouTube Subscribers 93,558 • Google+ followers + 3,610,946
  31. 31. Serco InternalSerco Internal Chanel • Facebook likes 11,000, 886 • Twitter followers 4,059,307 • YouTube Subscribers 190,502 • Google+ followers +1,645,444
  32. 32. Serco InternalSerco Internal Prada • Facebook likes 3,271,076 • Twitter followers 52,339 • YouTube Subscribers 26,684 • Google+ followers +7
  33. 33. Serco InternalSerco Internal Barbour • Facebook likes 169,351 • Twitter followers 50,218 • YouTube Subscribers 1,595 • Google+ followers
  34. 34. Serco InternalSerco Internal • Who are your competitors? • How influential are they online? • Are they dominating your online space?
  35. 35. Serco InternalSerco Internal Social media best practice
  36. 36. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder Less time More time
  37. 37. Serco InternalSerco Internal Listen
  38. 38. 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
  39. 39. Serco InternalSerco Internal Hashtag ideas • Competitor specific • #burberry • #chanel • Geographic specific • #salisbury • #wiltshire • Campaign specific • #madeinbritain • Media specific • #journorequest • #prrequest
  40. 40. Serco InternalSerco Internal Example – Listen - Tweetdeck
  41. 41. Serco InternalSerco Internal
  42. 42. Serco InternalSerco Internal Use Hootsuite • Listen for brand use • Listen for criticism • Listen to competitors • Publish content • Schedule content
  43. 43. Serco InternalSerco Internal Google Alerts + Brandwatch
  44. 44. Serco InternalSerco Internal • Listen for sales opportunities • What’s the best way to…? • How do I repair…? • Anyone recommend….? • My back is hurting…..!
  45. 45. Serco InternalSerco Internal The power of the share
  46. 46. Serco Internal
  47. 47. Serco InternalSerco 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
  48. 48. Serco Internal
  49. 49. Serco InternalSerco Internal Sharing through influencers • Influencers like Tanya Burr
  50. 50. Serco InternalSerco Internal • 1,784,296 subscribers on YouTube
  51. 51. Serco InternalSerco Internal ‘Create content – don’t just broadcast’
  52. 52. 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
  53. 53. Serco InternalSerco Internal • Creating Content • Gives you something to talk about! • Gives people something to share • Makes posts much more interesting • Re-use but don’t replicate • Discounts / New updates on products / humour and things they can share with their friends / cultural activities.
  54. 54. 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
  55. 55. Video – reused… as question and email capture http://www.mulberry.com/collections/festive- fairytale?WT.mc_id=1142&WT.tsrc=Social
  56. 56. Enter then share..
  57. 57. 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
  58. 58. Competition – 45,360 likes on Facebook
  59. 59. Serco InternalSerco Internal Content creation Content came out of this 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
  60. 60. 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
  61. 61. 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
  62. 62. Serco InternalSerco Internal
  63. 63. Mulberry and Mackintosh
  64. 64. Serco InternalSerco Internal Create more content • Be visual – Photographs – Video, professional and your own • Be an expert – Blogs, white papers – thought leadership • Create illustrations – Infographics
  65. 65. Serco Internal • Gets to people on an emotional level… • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials Becoming significant in Search Results Pre sales – research Post sales - support Video first strategy
  66. 66. 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
  67. 67. Serco InternalSerco Internal Customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
  68. 68. Content planning 6 week content planner w/c --------- --- 1 2 3 4 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
  69. 69. Serco InternalSerco Internal What can we learn? • Creating content creates opportunities for audience participation • Know your audience • Look at the business advantage of online competitions – increase e-mail subscription reach and engagement • Think about online brand alignment – what benefits can this create for you?
  70. 70. Serco Internal Measuring success
  71. 71. 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
  72. 72. 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
  73. 73. Serco InternalSerco Internal How much Klout do you have?
  74. 74. Serco Internal
  75. 75. Serco InternalSerco Internal Biggest thing Mulberry measure is Engagement • Mulberry - 3-5%  Burberry 0.1 - 0.3% • Manually check likes and shares/followers • Use Facebook insights • Hootsuite analytics
  76. 76. Serco InternalSerco Internal Facebook Insights
  77. 77. Serco InternalSerco Internal Where Page Likes come from • Referrals
  78. 78. Serco InternalSerco Internal Likes comments and shares
  79. 79. Serco InternalSerco Internal Post detail
  80. 80. Serco InternalSerco Internal Demographics
  81. 81. Serco InternalSerco Internal Twitonomy
  82. 82. Serco InternalSerco Internal Hootsuite
  83. 83. Serco InternalSerco Internal Sprout Social - analytics
  84. 84. Serco Internal
  85. 85. Serco InternalSerco Internal Tools to help • www.klout.com – Measures your influence online • www.twittercounter.com/twitology - Gives you statistics on twitter accounts • www.flitter.com – allows you to manage multiple twitter accounts, grow your business through • www.facebook.com/insights - lets you measure the activity of your Facebook accounts
  86. 86. Serco InternalSerco Internal How can you measure success? • Choose your key measurements • Keep them simple • Ensure everyone understands • Compare yourself to competitors • Repeat what works well
  87. 87. Serco InternalSerco Internal op tips for social media for manufacturing 1. Listen to peers, staff, competitors, influencers 2. Remember the power of the share 3. Create content - be visual, compelling stories 4. Who can you align your brand with? 5. Broadcast wisely - Hootsuite – manage content, filter 6. Benchmark your posts and yourself against your peers
  88. 88. Serco Internal Any questions? Kate Doodson @cosmickated kate@cosmic.org.uk www.cosmic.org.uk

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