View
111
Download
1
Embed Size (px)
DESCRIPTION
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: [email protected] t: 0845 603 8593
Citation preview
Serco Internal
Using social media to grow your
Manufacturing Business
Kate Doodson
Cosmic @cosmickated
Serco Internal Serco 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
Serco Internal Serco 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
Support Available – 12 hours of support
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 eligibility 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
Serco Internal Serco Internal
http://www.youtube.com/watch?v=G7KZR9
NwKQQ
Serco Internal
www.superfastbusiness.co.uk
twitter @superfastbiz
Facebook www.facebook.com/superfastbiz
join our LinkedIn group 'Superfast Business SW'
0845 603 8593
Stay up to date
Serco Internal
Social media workshop
Linda Middleton-Jones
18th June 2014
Plymouth
Serco Internal Serco Internal
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
Serco Internal Serco Internal
On the ground
Serco Internal Serco Internal
Capital equipment investment– Q3
Barometer Q3 2013 - 2014
Serco Internal Serco Internal
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 ofcompanies that expectincreased investment innew technology in thenext 6 months
Trend
Serco Internal Serco Internal
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
infographics
Serco Internal Serco Internal
THANK YOU
for manufacturers
Using social media to grow your
Manufacturing Business
Serco Internal Serco Internal
Serco Internal Serco Internal
Average age of Facebook user in UK?
Average age of Twitter user in UK?
% of pensionable age UK residents on
Serco Internal Serco Internal
Did you know?
• Twitter’s fastest-growing age group?
• 79% increase since 2012
• Facebook’s fastest-growing age group?
• 51% increase since 2012
Listen
Google Alerts Twitter Google Reader
Share & converse
Twitter Facebook LinkedIn Pinterest Newsletter
Content creation & Broadcast
You Tube Blog Flickr iTunes/podcasts
Community building
Forum Facebook Groups LinkedIn Groups Virtual worlds
Social media engagement ladder
Less time More time
Serco Internal Serco Internal
Listen
Serco Internal Serco 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
Serco Internal Serco Internal
Serco Internal Serco Internal
Hashtag ideas
• Industry specific
• #manufacturing
• #3dprinting
• #CAD
• #engineering
• Geographic specific
• #plymouth
• #bristol
• Campaign specific
• #iotchat
• Media specific
• #journorequest
• #prrequest
Serco Internal Serco Internal
Serco Internal Serco Internal
Serco Internal Serco Internal
Listen – Tweetdeck/Hootsuite
Serco Internal Serco Internal
Serco Internal Serco Internal
Google Alerts
Serco Internal Serco Internal
• Listen for sales opportunities
• What’s the best way to…?
• How do I …?
Serco Internal Serco Internal
Share
Serco Internal
Serco 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
Serco Internal
Follow content worth sharing
Step 1 – follow content worth sharing
Serco Internal
Step 2 – share or retweet
Serco Internal Serco Internal
Engage and share through influencers
Influencers like Tanya Burr?
Serco Internal Serco Internal
• 1,784,296 subscribers on YouTube
Serco Internal Serco Internal
Who’s your influencer?
• Or is it MAS, EEF, or a leading sector figure?
Serco Internal Serco Internal
How do you find influencers?
Serco Internal Serco Internal
Create content
Serco Internal
What Content?
• Facts & figures = Infographics
• Showcase your staff
• Showcase businesses you work with
• Photos and video
• Blog posts
• Instructional, learning content for your
community – scientists, procurement specialists
Adapted from ‘Media Cloverleaf’ by Richard Edelman
‘Content first’ strategy
‘Tradigital’
E-news
Forums
Digital magazines
Traditional
Media
Press
Social
networks
Twitter YouTube
Website
Responsive design
Mobile enabled
Owned Content
Video, blogs,
photos
Serco Internal Serco Internal
• Become a storyteller
• Re-use many times
Content
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
Live event video – reused… competition - as question and
email capture
http://www.mulberry.com/collections/festive-fairytale?WT.mc_id=1142&WT.tsrc=Social
Enter then share..
Serco Internal Serco 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
Competition – 45,360 likes on Facebook
Serco Internal Serco Internal
Content creation
Content came out of this one 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
Use of visual in social media
Visual media is really important
Twitter (shows under Tweet)
Flickr
Serco Internal Serco Internal
Become a storyteller
Make it visual, engaging, emotional
Serco Internal
Video please
1 in 3 Millennials watch online material
and virtually no broadcast TV
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
Serco Internal Serco Internal
Customer support
Creating video content for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.
Serco Internal Serco Internal
Know your audience…
• 75million users
• 2/3 of holiday destination choices from the
female of the house….
And
• 80% of Pinterest users are female
Serco Internal Serco Internal
• Mini video
– Vine -6 second video
– Instagram – short video
– Companies using vine as evangelists for their products
– Virgin mobile, Lowes, Trident all use it
– Snapchat….
Serco Internal Serco Internal
Easy content planning
Content planning 6 week content planner w/c ---------
--- 1 2 3 4 5 6
Planned
events/seas
onal fixtures
Video
Photos
Blog
E-newsletter
Serco Internal Serco Internal
Serco Internal Serco Internal
• Schedule posts for most popular times of the
day
• If you schedule – don’t forget to be
available for responses
• Work with your planned business activities
• Think about seasonal opportunities
• Create your own opportunities!
Serco Internal Serco Internal
Align your brand
Serco Internal Serco 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
Serco Internal Serco 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
Serco Internal Serco Internal
Mulberry and Mackintosh
Serco Internal Serco Internal
Social Media and Thought
Leadership
Serco Internal Serco Internal
• Highlight your expertise
• Show off your opinion
• Start to gain followers in the sector
• Influence purchasing decisions at the right
level
Serco Internal Serco Internal
Start to dominate your real estate
Serco Internal Serco Internal
The Digital Thought Leader
Serco Internal Serco Internal
Serco Internal Serco Internal
TEDMED.
• asked conference delegates to select a list of
complex, persistent problems that affect
millions of lives
• The resulting list of 20 Great Challenges of
Health and Medicine are knotty problems that
require cross-disciplinary discussion.
• Open this discussion to the world and get a
broad national debate & conference in two
weeks
Serco Internal Serco Internal
Using social media to learn
Serco Internal Serco Internal
Learn using Blogs
• “Blogs are great for learning from others,
reflection, story sharing, facilitating
connections among people, philosophising,
and much more”
• “Writing a blog is a learning activity, of
course, but reading the best blogs that are
available is one of my most productive
learning experiences.”
Serco Internal Serco Internal
Serco Internal Serco Internal
• Follow people you want to learn from on Twitter/Facebook/LinkedIn
• Subscribe to blogs (using Feedly)
Serco Internal Serco Internal
YouTube
• Harvard Business School
• Khan Academy
• Any learning…
• YouTube Edu
Most Universities YouTube channels
Do you want one?
What about staff training?
Podcasts
iTunes – Leadership…
Don’t forget learning from Facebook and Twitter
Follow influencers, peers, phrases of value
Serco Internal Serco Internal
Analyse your success
Serco Internal Serco 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
Serco Internal Serco 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
Serco Internal Serco Internal
Likes
Serco Internal Serco Internal
Likes Comments and Shares
Serco Internal Serco Internal
Post detail
Serco Internal Serco Internal
Demographics
Serco Internal Serco Internal
Twitonomy
Serco Internal Serco Internal
Hootsuite