Superfast Business - Social Media for Manufacturing Businesses

CRM

Using social media to grow your Manufacturing Business

Kate DoodsonCosmic @cosmickatedSerco InternalWhat 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 InternalSerco InternalSuperfast Business SupportBusiness 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 strategyDeveloping your ICT network/ infrastructureEngaging new and existing customersCollaboration Client Relationship Management Systems Flexible working Moving your business to the CloudBusiness Continuity

Eligibility criteria apply to businesses accessing the serviceSerco InternalSerco InternalCompetitive advantage through take-up and exploitation of SFBBIncreased productivityImprove access to new markets and business opportunitiesIncrease competitive advantage for businesses in rural locationsMore flexible and environmentally friendly working practicesIncreased opportunity for innovationEfficiency and timesaving

3http://www.youtube.com/watch?v=G7KZR9NwKQQ

The Connectivity Revolution

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Support Available 12 hours of supportSerco Internal5Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materialsCheck your eligbilityLet us know what areas of ICT and technology you might be interested in

Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next StepsDeveloping an ICT strategyDeveloping your ICT network/ infrastructureEngaging new and existing customersCollaboration Client Relationship Management Systems Flexible working Moving your business to the CloudBusiness Continuity Serco Internal6http://www.youtube.com/watch?v=G7KZR9NwKQQ

Serco InternalSerco Internalwww.superfastbusiness.co.uktwitter @superfastbizFacebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW'[email protected] 0845 603 8593

Stay up to dateSerco Internal8Manufacturing Advisory Service

Welcome John RuddlestonSector Lead to the Nuclear Industry

Serco Internal9MANUFACTURING ADVISORY SERVICE (MAS)National service delivered locally by experienced Advisors Help your business grow & make you more competitiveBusiness and product strategiesInnovation; new product ideas and market opportunitiesOperational improvement; reduce waste & maximise profitSupply chain development

Serco InternalSerco Internal10what is barometer?National and Regional Analysis designed to provide a snapshot of:GrowthInvestmentRecruitmentStarted as a South West survey in 2009Now covers whole of England

Key Attributes:Targeted at SMEsIdentifies TrendsBenefit of real time statusRespected as a valuable source of informationCurrently over 800 individual companies in sampleOpinions of Managing Directors/Financial DirectorsAdditional Special Focus feature

Serco InternalSerco InternalOverview to put the Barometer into context.11MAS Barometer Q2 results

Serco InternalSerco InternalAnimation to draw attention to the fact that 51% (increase/much increase) are planning to invest in CAPEX. First though you can concentrate on the positivity that this chart portrays although the red squares show the mean the increased and much increased figures (added together) are encouraging.12MAS Barometer

Serco InternalSerco InternalPlease draw attention to a 10% increase in plans to invest from a year ago. This is why the current Barometer is focussing on understanding exactly what companies are investing in and where they intend to source funds to allow them to do this.13MAS Barometer

Serco InternalSerco InternalNote the Report that you intend to distribute says 15% BUT that relates to the responses to 2 questions: Those that have reshored in the past 12 months PLUS those that are in the process of doing so at the moment. BIS have asked us just to concentrate on the 11% figure which relates to those that have reshored in the past 12 months.14 influence

Serco InternalSerco InternalThis is another programme that has started because of the results of the Barometer - The chart above shows the growth aspirations of SMEs working within or providing to the Aerospace sector. Please feel free to include or not15Thank youfor manufacturers

We are here for you

Serco InternalSerco Internal16Using social media to grow yourManufacturing BusinessThe Mulberry Story

With thanks to Felipa Monteiro Digital Marketing Manager, Mulberry

Serco InternalGain insights into social media for manufacturing and learn a little from Mulberrys experience too as a local manufacturer of goods17Introducing MulberryBusiness facts

Turnover 165m 2012Profit 18m

15% of sales online

Strategic online goals Increase sales per itemIncrease online dominance

Serco InternalSerco InternalStrategy is to charge more move manufacturing back to the UK. 18Ave 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 InternalSerco Internal1,100 bags a week produced in Somerset

Mulberry's 270 expert on-site handbag makers

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244,699 likes222,24311,2904,276+735,912 8,483Serco InternalChannelFollows/LikesChannel addressFacebook244,699 likeswww.facebook.com/Mulberry

Twitter222,243@Mulberry_editor Pinterest11,290www.pinterest.com/mulberryYouTube2,976http://www.youtube.com/user/Mulberry Google ++735,912 plus.google.com/+mulberry/posts

Klout Score67/100Serco InternalWhat are the channels used for?Facebook (B2C) aspiring customerTwitter (B2B) press and bloggersInstagram (B2C) cool and trendies cool of the cityPinterest (B2C) reflectorsGoogle+ - who knows?

Wiebo Asian customersSerco InternalSerco InternalWaybhow24Facebook

Serco InternalUpdates on products, gifts, campaigns, behind the scenes25Twitter

Serco InternalStats from Twitonomy - High ratio of followers/following means very influential

Mulberry wasnt available, so had to make a decision (someone in Korea has it)222,243 followers700 lists2.77 tweets per day46% tweets favourited

Tweets most favourited sales & free deliveryBest time to post? Lunch time

26Instagram

Serco InternalCool of the City behind the scenes, London Society27Pinterest

Serco InternalWomen -11,290 followers19 boardsSpring Summer 2014 collectionCampaignsFashion weekMulberry InsiderMulberry sees you you wearing Mulbery pinned! Celebs, mags, shoots, out and about http://www.pinterest.com/mulberry/mulberry-sees-you/ Showcase celebrity endorsementsTake own street style photos and re-pin their photos Showcase Collections travel, mens etc

28YouTube

Serco InternalNot so much a channel more a content repository - http://www.youtube.com/channel/UCuAWXpznoNraBlk8b0XC5iA?sub_confirmation=129Wiebo.com

Serco InternalWaybhow Wiebo stats.. Chinese version of Twitter Mulberry way to engage with the Chinese more shop in storeChinese tourism increasing New Year and October Dont have a mandarin site they will be building on in 2015, 2014 German and French

30CompetitorsBurberry

Facebook likes 16,883,617Twitter followers 2,616,530Klout Score - 86YouTube Subscribers 93,558Google+ followers + 3,610,946

Serco InternalSerco Internal65x more fansFacebook244,699 likesTwitter222,243Pinterest11,290YouTube2,976InstagramGoogle ++735,912

31Chanel

Facebook likes 11,000, 886Twitter followers 4,059,307YouTube Subscribers 190,502Google+ followers +1,645,444

Serco InternalSerco InternalFacebook244,699 likesTwitter222,243Pinterest11,290YouTube2,976InstagramGoogle ++735,912

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Prada

Facebook likes 3,271,076Twitter followers 52,339YouTube Subscribers 26,684Google+ followers +7


33Barbour

Facebook likes 169,351Twitter followers 50,218YouTube Subscribers 1,595Google+ followers


34Who are your competitors?

How influential are they online?

Are they dominating your online space?

Serco InternalSerco InternalSocial media best practice

Serco InternalSerco InternalListen

Google AlertsTwitterGoogle Reader

Share & converse

Twitter FacebookLinkedInPinterestNewsletter

Content creation

You TubeBlogFlickriTunes/podcasts

Community building

ForumFacebook GroupsLinkedIn Groups

Virtual worlds

Social media engagement ladderLess time More time Serco Internal37Listen

Serco InternalSerco InternalUse social media for salesListening for social cuesListening for your brand and reputation

Listen to hashtags for mention of needs #Check social media search terms

Check out your reputationCheck SERPs of your phrasesCheck review sitesReady crisis management plan

Serco InternalSerco InternalListeningBroadcastContentCommunity you can set up searches keyword and your business name

Listen to competitorsGoogle AlertsCreate opportunities

River Cottage

39Hashtag ideasCompetitor specific#burberry#chanel

Geographic specific#salisbury#wiltshire

Campaign specific#madeinbritain

Media specific#journorequest#prrequest

Serco InternalSerco InternalWant everyone to know that what I am saying is about this particular conversation/subject

Journo reqquest Helen Kindred rose Country living

40Example Listen - Tweetdeck


Serco InternalSerco InternalUse HootsuiteListen for brand useListen for criticismListen to competitorsPublish contentSchedule content

Serco InternalSerco InternalGoogle Alerts

+ BrandwatchSerco InternalSerco Internal44Listen for sales opportunities

Whats the best way to?How do I repair?Anyone recommend.?

My back is hurting..!

Serco InternalSerco InternalThe power of the share


Serco InternalThis image demonstrates how quickly and exponentially information, advertisements, ideas, etc. can be spread by utilizing social media. It is also a great depiction of how a Youtube video can go viral, propelling its creator to fame, even it is often short lived. When applying the concept to business, it is clear how a good business idea such as Starbucks receiving customer suggestions and ideas can spread so rapidly. A good idea will spark interest and interest will lead to sharing. With so many users on sites such as Facebook, Youtube, and Twitter, the sharing occurs at an incredibly fast rate.

A recent example of this sort of viral phenomena is littlefriendsphoto.com a one man pet photography business in Los Angeles

47Be part of the communitySharing content helps you to be part of a community

Amplifying contentFuel and support the eco-system

Helping person who created the content they will reciprocateCan maintain an independent point of view you can be seen as a content curator its not all about you

Heres something someone else says what do you think? Helping stimulate conversationSerco InternalSerco Internal

Serco InternalA viral spike of course is when your content gets shared and your reach in social and on the web spikes. It's when your content goes viral. And, people will share your content if (and this is a big if) you give them something worth sharing. That is the key: giving people things they will want to share. So rule number one: create content worth sharing! Give people facts, figures, memes, or photos that make them look smart or witty. (49

Sharing through influencersInfluencers like Tanya Burr


1,784,296 subscribers on YouTube

Serco InternalSerco InternalCollaboration with Tanya Burr Make up artist super user YouTube took her to Claridges, dressed by Mulberry (More views and exposure through their channels

51Create content dont just broadcastSerco InternalSerco Internal

Adapted from Media Cloverleaf by Richard EdelmanContent firststrategyTradigitalE-newsForumsDigital magazinesTraditionalMediaPressSocialnetworksFacebookTwitter YouTubeLinkedInWebsiteResponsive designMobile enabledOwned ContentVideo, blogs, photosSerco InternalUsed on 6 different channels including websites blog e-newsletter

53Creating ContentGives you something to talk about!Gives people something to shareMakes posts much more interesting

Re-use but dont replicateDiscounts / New updates on products / humour and things they can share with their friends / cultural activities. Serco InternalSerco InternalMulberry Christmas Christmas campaign - Fairy tale theme windows in HarrodsNot as much budget as Chanel and Burberry lets do this online afterthoughtPhoto shoot using the windows Launch press and key bloggers

Serco InternalVideo reused as question and email capturehttp://www.mulberry.com/collections/festive-fairytale?WT.mc_id=1142&WT.tsrc=Social

Serco Internalhttp://www.mulberry.com/collections/festive-fairytale?WT.mc_id=1142&WT.tsrc=Social

Know their audience

Actor from DowntonVideo, shareable

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Enter then share..Serco InternalContent Business benefitsCompetition 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 monthsBusiness perspective email capture, competition share

Serco InternalSerco InternalEstimate increase in 50,000

58Competition 45,360 likes on Facebook

Serco InternalContent creationContent came out of this campaignMaking of the displayFestive Fairy tale videoPhotos of window displaysModel shoot photosInterview with modelInterviews with guestsBloggers perspectiveCompetitionSerco InternalSerco InternalCreate content with brand alignmentImprove brand penetration New age, audienceDifferent audience

Align your brand with other similar brandsTell people your brand storySerco InternalSerco Internal

Mulberry hand crafted in Britain brand

Commissioned a series of focusses on similar brands

WedgewoodAston MartinMackintosh

Saying we are like these brands #mulberryteacupSerco InternalSerco InternalThe teacups were sent with the invites to London Fashion week - The invites even had their own hashtag, #mulberryteacup, which was mentioned in 147 posts. This was the most talked about and engaged social media throughout London Fashion weelk62


Serco InternalMulberry and Mackintosh

Serco InternalCreate more contentBe visualPhotographsVideo, professional and your ownBe an expertBlogs, white papers thought leadershipCreate illustrationsInfographics

Serco InternalSerco InternalGets to people on an emotional level

Video for sales and marketing

Product descriptions, visualisationsExpert analysis, talksCase studies, testimonials

Becoming significant in Search Results

Pre sales researchPost sales - support

Video first strategy

Serco InternalVideo compelling contentAxminster tools setup half a kitchen and half a shed..They film every new tool using them and publish the film.This is successful for axminster tools enhanced their basket buying rate by 50%What could you do like this?

67What content?

Video for sales & marketing

Product descriptions, visualisationsExpert analysis, talksCase studies, testimonials

Becoming significant in Search Results

Pre sales researchPost sales - support

Look to use more video

http://www.youtube.com/watch?v=HXNfDO-hGF0Serco Internalhttp://www.youtube.com/watch?v=HXNfDO-hGF068Customer supportCreating video content for customer retention:

Sony Xperia have created a YouTube channel of all their support and advice guides.

Serco InternalSerco Internalhttp://www.youtube.com/watch?v=Ld7x1gz4HzkSony xperia now has its own you tube channel with self support videos. This has reduced their need to customer service as people can fix themselves

69Content planning6 week content plannerw/c ------------123456Planned events/seasonal fixturesVideoPhotosBlogFacebookTwitterPinterestE-newsletterSerco InternalWhat can we learn?Creating content creates opportunities for audience participationKnow your audience

Look at the business advantage of online competitions increase e-mail subscription reach and engagementThink about online brand alignment what benefits can this create for you?

Serco InternalSerco InternalThe Downtown Abbey Effect71Measuring successSerco Internal8 KPIs for social media

1.Number of Fans and Followers Basic but important how many followers, new followers and equally important unfollowers2. Demographics and Location Whats the % males, females, where are they based what time do they use SM, what are their interests3. 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 InternalSerco Internalhttp://www.impactbnd.com/8-social-media-kpis-you-should-track-and-monitor/735. Number of comments - Are you engaging in two way conversation and whats the speed of response6. Number of mentions How often are people interacting with you?7. Traffic back to website - % of traffic from social media8. Your Klout Score - Your overall influence in social media

Serco InternalSerco InternalHow much Klout do you have?


Serco Internal76Biggest thing Mulberry measure is Engagement

Mulberry - 3-5% Burberry 0.1 - 0.3%

Manually check likes and shares/followersUse Facebook insightsHootsuite analyticsSerco InternalSerco InternalFacebook Insights

Serco InternalSerco InternalWhere Page Likes come fromReferrals

Serco InternalSerco InternalLikes comments and shares

Serco InternalSerco InternalUse the benchmark tool 80Post detail

Serco InternalSerco InternalDemographics

Serco InternalSerco InternalTwitonomy

Serco InternalSerco InternalHootsuite

Serco InternalSerco InternalSprout Social - analytics


Serco Internal86Tools to helpwww.klout.com Measures your influence onlinewww.twittercounter.com/twitology - Gives you statistics on twitter accountswww.flitter.com allows you to manage multiple twitter accounts, grow your business throughwww.facebook.com/insights - lets you measure the activity of your Facebook accounts

Serco InternalSerco InternalHow can you measure success?Choose your key measurements Keep them simpleEnsure everyone understandsCompare yourself to competitorsRepeat what works wellSerco InternalSerco InternalTop tips for social media for manufacturingListen to peers, staff, competitors, influencersRemember the power of the shareCreate content - be visual, compelling storiesWho can you align your brand with?Broadcast wisely - Hootsuite manage content, filterBenchmark your posts and yourself against your peers

Serco InternalSerco InternalAny questions?

Kate Doodson@[email protected]

www.cosmic.org.uk

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Superfast Business - Social Media for Manufacturing Businesses

Business

Transcript of Superfast Business - Social Media for Manufacturing Businesses