Published on February 18, 2014
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
Support Available – 12 hours
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
http://www.youtube.com/watch?v=G7KZR9 NwKQQ Serco Internal
Stay up to date www.superfastbusiness.co.uk twitter @superfastbiz Facebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW' email@example.com 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 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
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
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
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
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 http://www.mulberry.com/collections/festivefairytale?WT.mc_id=1142&WT.tsrc=Social
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
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 http://www.youtube.com/watch?v=HXNfDO-hGF0
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
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
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
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 firstname.lastname@example.org www.cosmic.org.uk Serco Internal
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