Social Media for Manufacturers


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Social Media for Manufacturers

  1. 1. Social Media for Manufacturers<br />Carmen Fontana<br />
  2. 2. Introduction<br />Carmen Fontana<br />Web Marketing Manager<br />Google AdWords Certified Professional<br />BS Systems & 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. 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 & Manufacturing<br />Choose Your Channels<br />Social Media Process<br />Claim<br />Listen & Learn<br />Engage<br />Schedule & Streamline<br />Integrate<br />Evaluate<br />Questions<br />
  4. 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. 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. 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. 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. 8. Social Media Channels: Blogs<br />
  9. 9. Social Media Channels: LinkedIn<br />
  10. 10. Social Media Channels: YouTube<br />
  11. 11. Social Media Channels: Twitter<br />
  12. 12. Social Media Channels: Facebook<br />
  13. 13. Social Media & Manufacturing: Adoption<br />Sources: GlobalSpec & Merchant Circle, Feb 2011<br />
  14. 14. Social Media & 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 />
  16. 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. 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. 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. 19. YOU DON’T NEED EVERY CHANNEL!!!<br />
  20. 20. Social Media Process<br />
  21. 21. YOU DON’T NEED EVERY STEP!!!<br />
  22. 22. Social Media Process<br />
  23. 23. 1. Claim<br />Blog<br />Ask your web company if your website has blogging capabilities<br />If not, create one at or<br />Get a URL like or<br />LinkedIn<br /><br />Create a personal page<br />Create a company page<br /><br />company/add/show<br />YouTube<br /><br />
  24. 24. 1. Claim<br />Twitter<br /><br />Facebook<br /><br />Create a personal page<br />Create a “Company” page<br />!/pages/create.php<br />After 25 “Likes” you can get a custom URL<br /> instead of<br /><br />
  25. 25. Social Media Process<br />
  26. 26. 2. Listen & Learn<br />Watch yourself and others<br />Speak, don’t shout<br />Promote, but discretely<br />Give as much as you get<br />
  27. 27. 2. Listen & 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 /><br /><br />Both FREE!<br />Sign up for competitors too!<br />
  28. 28. 2. Listen & Learn<br />Blogs<br />Find relevant blogs<br />Trade magazines<br /><br />Competitors<br /><br />Associations<br />Blog Directory<br /><br /><br />Search Engines<br />i.e. “lean manufacturing” blog<br />Use a RSS reader<br />Aggregates everything into one place<br /> (FREE!)<br />
  29. 29. 2. Listen & 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&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. 30. 2. Listen & Learn<br />
  31. 31. 2. Listen & Learn<br />
  32. 32. 2. Listen & Learn<br />YouTube<br />Search for relevant topics<br />Watch videos from both large and small manufacturers<br />Corning <br /><br />12,856,845 Views!!!<br />WS Tyler<br /><br />Example of a video on a budget<br />“Show” versus “tell”<br />
  33. 33. 2. Listen & 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:<br />Many conferences/tradeshows have a dedicated hashtag #pittcon<br />More on etiquette & lingo:<br />
  34. 34. 2. Listen & Learn<br />
  35. 35. 2. Listen & Learn<br />
  36. 36. 2. Listen & 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. 37. 2. Listen & Learn<br />
  38. 38. BABY STEPS!!!<br />
  39. 39. Social Media Process<br />
  40. 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. 41. 3.Engage<br />LinkedIn<br />Fill out Company Page<br />Fill out Personal Profile<br />Participate in Groups<br />Read & 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. 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 (<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. 43. Social Media Process<br />
  44. 44. 4. Schedule & Streamline<br />Create a plan<br />Develop a content/channel schedule<br />Use tools<br />Delegate!!!<br />
  45. 45. 4. Schedule & Streamline<br />
  46. 46. 4. Schedule & Streamline<br />
  47. 47. 4. Schedule & Streamline<br />
  48. 48. 4. Schedule & 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. 49. 4. Schedule & 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& 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. 50. 4. Schedule & Streamline<br />You can even do short URLs!<br />Schedule your tweet for whenever!<br />
  51. 51. Social Media Process<br />
  52. 52. 5. Integrate<br />Integrate<br />Integrate into your website<br />Promote on your literature <br />
  53. 53. Social Media Process<br />
  54. 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. 55. HARD DATA <br />ALWAYS WINS!!!<br />
  56. 56. Carmen Fontana<br /><br />216.245.4152<br />