Superfast Business - Social Media for Manufacturing Businesses

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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

Published in: Business
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Superfast Business - Social Media for Manufacturing Businesses

  1. 1. Using social media to grow your Manufacturing Business Kate Doodson Cosmic @cosmickated Serco Internal
  2. 2. 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 Serco Internal
  3. 3. 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 Serco Internal
  4. 4. Serco Internal
  5. 5. Support Available – 12 hours
  6. 6. Next Steps 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 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 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Serco Internal
  7. 7. http://www.youtube.com/watch?v=G7KZR9 NwKQQ Serco Internal
  8. 8. Stay up to date www.superfastbusiness.co.uk twitter @superfastbiz Facebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW' info@superfastbusiness.co.uk 0845 603 8593 Serco Internal
  9. 9. Manufacturing Advisory Service Welcome John Ruddleston Sector Lead to the Nuclear Industry Serco Internal
  10. 10. 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 Serco Internal
  11. 11. what is barometer? National and Regional Analysis designed to provide a snapshot of: • Growth • Investment • Recruitment Started as a South West survey in 2009 • Now covers whole of England – Key Attributes: • • • • • • • Targeted at SME’s Identifies Trends Benefit of ‘real time status’ Respected as a valuable source of information Currently over 800 individual companies in sample Opinions of Managing Directors/Financial Directors Additional Special Focus feature Serco Internal
  12. 12. MAS Barometer – Q2 results Serco Internal
  13. 13. MAS Barometer Serco Internal
  14. 14. MAS Barometer Serco Internal
  15. 15. influence Serco Internal
  16. 16. THANK YOU for manufacturers We are here for you Serco Internal
  17. 17. Using social media to grow your Manufacturing Business The Mulberry Story With thanks to Felipa Monteiro Digital Marketing Manager, Mulberry
  18. 18. Introducing Mulberry Business facts • Turnover £165m 2012 • Profit £18m • 15% of sales online Strategic online goals • Increase £ sales per item • Increase online dominance Serco Internal
  19. 19. • 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." Serco Internal
  20. 20. • 1,100 bags a week produced in Somerset • Mulberry's 270 expert on-site handbag makers Serco Internal
  21. 21. 222,243 +735,912 11,290 4,276 244,699 likes 8,483
  22. 22. Channel Facebook Follows/Likes Channel address 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. 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 Serco Internal
  24. 24. Facebook
  25. 25. Twitter
  26. 26. Instagram
  27. 27. Pinterest
  28. 28. YouTube
  29. 29. Wiebo.com
  30. 30. Competitors Burberry • • • • • Facebook likes 16,883,617 Twitter followers 2,616,530 Klout Score - 86 YouTube Subscribers 93,558 Google+ followers + 3,610,946 Serco Internal
  31. 31. Chanel • • • • Facebook likes 11,000, 886 Twitter followers 4,059,307 YouTube Subscribers 190,502 Google+ followers +1,645,444 Serco Internal
  32. 32. Prada • • • • Facebook likes 3,271,076 Twitter followers 52,339 YouTube Subscribers 26,684 Google+ followers +7 Serco Internal
  33. 33. Barbour • • • • Facebook likes 169,351 Twitter followers 50,218 YouTube Subscribers 1,595 Google+ followers Serco Internal
  34. 34. • Who are your competitors? • How influential are they online? • Are they dominating your online space? Serco Internal
  35. 35. Social media best practice Serco Internal
  36. 36. Social media engagement ladder Content creation Share & converse Listen Google Alerts Twitter Google Reader Less time Twitter Facebook LinkedIn Pinterest Newsletter You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds More time
  37. 37. Listen Serco Internal
  38. 38. 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 Serco Internal
  39. 39. Hashtag ideas • Competitor specific • #burberry • #chanel • Geographic specific • #salisbury • #wiltshire • Campaign specific • #madeinbritain • Media specific • #journorequest • #prrequest Serco Internal
  40. 40. Example – Listen - Tweetdeck Serco Internal
  41. 41. Serco Internal
  42. 42. Use Hootsuite • • • • • Listen for brand use Listen for criticism Listen to competitors Publish content Schedule content Serco Internal
  43. 43. Google Alerts + Brandwatch Serco Internal
  44. 44. • Listen for sales opportunities • What’s the best way to…? • How do I repair…? • Anyone recommend….? • My back is hurting…..! Serco Internal
  45. 45. The power of the share Serco Internal
  46. 46. Serco Internal
  47. 47. 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 Serco Internal
  48. 48. Serco Internal
  49. 49. Sharing through influencers • Influencers like Tanya Burr Serco Internal
  50. 50. • 1,784,296 subscribers on YouTube Serco Internal
  51. 51. ‘Create content – don’t just broadcast’ Serco Internal
  52. 52. Social networks Facebook Twitter YouTube LinkedIn ‘Content first’ strategy Traditional Media Press Owned Content Video, blogs, photos Website Responsive design Mobile enabled Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Tradigital’ E-news Forums Digital magazines
  53. 53. • • • • 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. Serco Internal
  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/festivefairytale?WT.mc_id=1142&WT.tsrc=Social
  56. 56. Enter then share..
  57. 57. 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 Serco Internal
  58. 58. Competition – 45,360 likes on Facebook
  59. 59. 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 Serco Internal
  60. 60. 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 Serco Internal
  61. 61. 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 Serco Internal
  62. 62. Serco Internal
  63. 63. Mulberry and Mackintosh
  64. 64. Create more content • Be visual – Photographs – Video, professional and your own • Be an expert – Blogs, white papers – thought leadership • Create illustrations – Infographics Serco Internal
  65. 65. Video first strategy • 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 Serco Internal
  66. 66. Look to use more video • 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 Serco Internal http://www.youtube.com/watch?v=HXNfDO-hGF0
  67. 67. Customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides. Serco Internal
  68. 68. Content planning 6 week content planner w/c ----------Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest 1 2 3 4
  69. 69. 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? Serco Internal
  70. 70. Measuring success Serco Internal
  71. 71. 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 Serco Internal
  72. 72. 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 Serco Internal
  73. 73. How much Klout do you have? Serco Internal
  74. 74. Serco Internal
  75. 75. 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 Serco Internal
  76. 76. Facebook Insights Serco Internal
  77. 77. Where Page Likes come from • Referrals Serco Internal
  78. 78. Likes comments and shares Serco Internal
  79. 79. Post detail Serco Internal
  80. 80. Demographics Serco Internal
  81. 81. Twitonomy Serco Internal
  82. 82. Hootsuite Serco Internal
  83. 83. Sprout Social - analytics Serco Internal
  84. 84. Serco Internal
  85. 85. 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 Serco Internal
  86. 86. How can you measure success? • • • • • Choose your key measurements Keep them simple Ensure everyone understands Compare yourself to competitors Repeat what works well Serco Internal
  87. 87. op tips for social media for manufacturing 1. 2. 3. 4. 5. Listen to peers, staff, competitors, influencers Remember the power of the share Create content - be visual, compelling stories Who can you align your brand with? Broadcast wisely - Hootsuite – manage content, filter 6. Benchmark your posts and yourself against your peers Serco Internal
  88. 88. Any questions? Kate Doodson @cosmickated kate@cosmic.org.uk www.cosmic.org.uk Serco Internal

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