Superfast Business - Social Media for Manufacturing Businesses

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Information about Superfast Business - Social Media for Manufacturing Businesses
Business & Mgmt

Published on February 18, 2014

Author: SuperfastBusiness



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.

t: 0845 603 8593

Using social media to grow your Manufacturing Business Kate Doodson Cosmic @cosmickated 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

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

Serco Internal

Support Available – 12 hours

Next Steps 1. Register on our website (which incorporates the Knowledge Hub). 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 NwKQQ Serco Internal

Stay up to date twitter @superfastbiz Facebook join our LinkedIn group 'Superfast Business SW' 0845 603 8593 Serco Internal

Manufacturing Advisory Service Welcome John Ruddleston Sector Lead to the Nuclear Industry 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 Serco Internal

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

MAS Barometer – Q2 results Serco Internal

MAS Barometer Serco Internal

MAS Barometer Serco Internal

influence Serco Internal

THANK YOU for manufacturers We are here for you Serco Internal

Using social media to grow your Manufacturing Business The Mulberry Story With thanks to Felipa Monteiro Digital Marketing Manager, Mulberry

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

• 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

• 1,100 bags a week produced in Somerset • Mulberry's 270 expert on-site handbag makers Serco Internal

222,243 +735,912 11,290 4,276 244,699 likes 8,483

Channel Facebook Follows/Likes Channel address 244,699 likes berry Twitter 222,243 @Mulberry_editor Pinterest 11,290 erry YouTube 2,976 /user/Mulberry Google + +735,912 rry/posts Klout Score 67/100

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






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

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

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

Barbour • • • • Facebook likes 169,351 Twitter followers 50,218 YouTube Subscribers 1,595 Google+ followers Serco Internal

• Who are your competitors? • How influential are they online? • Are they dominating your online space? Serco Internal

Social media best practice Serco Internal

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

Listen 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

Hashtag ideas • Competitor specific • #burberry • #chanel • Geographic specific • #salisbury • #wiltshire • Campaign specific • #madeinbritain • Media specific • #journorequest • #prrequest Serco Internal

Example – Listen - Tweetdeck Serco Internal

Serco Internal

Use Hootsuite • • • • • Listen for brand use Listen for criticism Listen to competitors Publish content Schedule content Serco Internal

Google Alerts + Brandwatch Serco Internal

• Listen for sales opportunities • What’s the best way to…? • How do I repair…? • Anyone recommend….? • My back is hurting…..! Serco Internal

The power of the 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

Serco Internal

Sharing through influencers • Influencers like Tanya Burr Serco Internal

• 1,784,296 subscribers on YouTube Serco Internal

‘Create content – don’t just broadcast’ Serco Internal

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

• • • • 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

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

Video – reused… as question and email capture

Enter then share..

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

Competition – 45,360 likes on Facebook

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

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

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

Create more content • Be visual – Photographs – Video, professional and your own • Be an expert – Blogs, white papers – thought leadership • Create illustrations – Infographics Serco Internal

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

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

Customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides. Serco Internal

Content planning 6 week content planner w/c ----------Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest 1 2 3 4

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

Measuring success 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

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

How much Klout do you have? Serco Internal

Serco 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 Serco Internal

Facebook Insights Serco Internal

Where Page Likes come from • Referrals Serco Internal

Likes comments and shares Serco Internal

Post detail Serco Internal

Demographics Serco Internal

Twitonomy Serco Internal

Hootsuite Serco Internal

Sprout Social - analytics Serco Internal

Serco Internal

Tools to help • – Measures your influence online • - Gives you statistics on twitter accounts • – allows you to manage multiple twitter accounts, grow your business through • - lets you measure the activity of your Facebook accounts Serco Internal

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

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

Any questions? Kate Doodson @cosmickated Serco Internal

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