growth in use of social media for manufacturing
DESCRIPTION
Manufacturers are using social media at higher rates every year. Look at which networks are most popular and how they're using them.TRANSCRIPT
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SOCIAL MEDIAinMANUFACTURING
What is “Social Media”?
so · cial me · di · aWebsites and
applications used for social networking
What is “Social Media”?
O Interactions among peopleO Virtual communities where
information is created, shared and exchanged
O Highly interactive platformsO You receive information and have the
ability to interact back with it (as opposed to traditional media (newspapers, radio, TV) where you receive information only)
Types of Social Media
OSocial Bookmarking-tag websites and search sites others have bookmarkedODel.icio.us, Blinklist, Simpy
OSocial News-vote and comment on news articlesODigg, Propellor, Reddit
Types of Social Media
OSocial Networking-add friends, comment on profiles, join groups, engage in discussionsOFacebook, Twitter, Hi5, Last.FM
OSocial Photo and Video Sharing-share photos/videos, commentOYouTube, Flickr
Types of Social Media
OWikis-add articles, modify existing articlesOWikipedia, Wikia
How Americans Use Social Media
O Americans spent 37 minutes per day on social media sites – they spend 33 minutes per day on email
O Mobile app users spent an average of 9 hours 6 minutes per month on social media usage activities
O Desktop social media usage time per month was 6 hours 27 minutes (~13 minutes/day)
Source: BI Intelligence: A Social Engagement Primer: A Portrait of Time-Spend and Activity on the Top Social Networks
How Manufacturers Use Social Media
O Research and DevelopmentO Product TrainingO Create Product ExcitementO Gain Customer FeedbackO Increase Brand AwarenessO Input into Product DevelopmentO Research, source and collaborate with
suppliersO Collaborate with customers and suppliers
to research technical and system issuesO Customer retention and loyalty
Source: ThomasNet News: How Manufacturers are Harnessing Social Media
How Manufacturers Use Social Media
LinkedIn (www.LinkedIn.com)O Business connectionsO Highlight areas of expertiseO Social networking for B2B and B2GO Connect with clientsO Most popular B2B social network-85%
participation among manufacturersO Weakest execution among users (they’ve
updated a lot, revisit your page!)
Source: ThomasNet News: How Manufacturers are Harnessing Social Media & SBN Interactive: B2B Manufacturing Social Media Report
How Manufacturers Use Social Media
YouTube (www.youtube.com)O How-to videosO Maintaining your product videosO Promote features and benefits of
productsO New product introductionO 4th most popular social networkO Highly integrated within companies –
well usedO >50% of users are ‘product
manufacturers’Source: ThomasNet News: How Manufacturers are Harnessing Social Media& SBN Interactive: B2B Manufacturing Social Media Report
How Manufacturers Use Social Media
Facebook (www.Facebook.com)O Social networkO Share photos, videos, blog links,
plain text, infographicsO 2nd most popular social network of
manufacturersO Companies of all sizes have
embraced Facebook
Source: SBN Interactive: B2B Manufacturing Social Media Report
How Manufacturers Use Social Media
Twitter (www.Twitter.com)O 140 character limitO 3rd most popular social network of
manufacturersO Professional but conversational tone
most often usedO Broad variety of content: jobs, job fairs,
contests, employee interviews, charitable work, trade show/webinar promotion, blog links, product information, corporate news, speaking engagements, white papers, and more!
Source: SBN Interactive: B2B Manufacturing Social Media Report
Tips for Social Media Success
Which type of organization are you?O Social Advocate – basic user, one person
in your organization managesO Social Teams – you have a department
dedicated to social media and marketingO Social Business – you have a few teams
dedicated to social mediaO Social Enterprise – you have policy
governing social engagement, you are using social media internally and externally
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 1: EvaluateO Are you currently using any social
media?O Where will it allow you to reach
your customers or stakeholders (marketing department, HR)?
O Should you develop internally or externally?
O What can you afford to dedicate to it, time- and cost-wise?
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 2: OrganizeOWho within your organization
will handle social media?O If using more than one network,
learn how your customers engage on each one and target with appropriate content
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 3: Listen & Learn OMonitor for not just “likes” or
“follows”, but mentions and actual interactions – clicks to your Website, downloads of materials, etc.
OPeople are talking about you – be sure to join the conversations!
OGather feedback and analyze
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 3: Listen & Learn OGather feedback and analyze
O 51% of consumers want to learn about new products on social media but 73% of companies think that’s what customers want
O 61% of businesses think consumers want to be part of a community – only 22% actually do
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 4: Engage to Build CommunityOAcknowledge your customer’s
voice and respect what they say – if it is a complaint, reach out to tell them you are working on a resolution
OMake a friend first, a sale secondOGive adviceOOffer discounts (relevant to your
brand)Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 5: CollaborateOEncourage teams to share
learningOKeep messaging consistent
among teams
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 6: SecureOSecure your accounts so
employees don’t accidentally tweet personal or inappropriate messages to business accounts
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 7: MeasureOWhat is your ROI?OTrack click-throughs and deeper
engagementsOEvaluate which networks are
working for you and which aren’t
Source: hootsuite: 8 tips for social business
Tips for Social Media Success
Step 8: AmplifyOHone your message around
what is well-received and what isn’t
O Invest in tools that can help you
Source: hootsuite: 8 tips for social business
% of Manufacturers Using…
O A different study by the Content Marketing Institute indicates that manufacturing marketers place more emphasis on customer retention and loyalty than B2B marketers
O The top 4 are the same as in the SBN report, but in a slightly different order
O Variations in data relate to different manufacturers being surveyed
Source: Content Marketing Institute: Making Strides in the Manufacturing Industry
% of Manufacturers Using…
YouT
ube
Face
book
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er
Googl
e+
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Inst
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Vimeo
Four
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Tum
blr
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Source: Content Marketing Institute: Making Strides in the Manufacturing Industry
Challenges for B2B and Manufacturers
Lack
of T
ime
Engag
ing C
onte
nt
Enou
gh Con
tent
Mea
sure
Effec
tiven
ess
Lack
of B
udget
Conte
nt Var
iety
Kowledge/
Trainin
g
Collect
Info
from
SMEs
Lack
of V
ision
/Buy-
in
Inte
gratio
n Acr
oss HR
Inte
gratio
n Acr
oss Mar
ketin
g
Findin
g CM P
rofe
ssional
0%
10%
20%
30%
40%
50%
60%
70%
Manufacturers B2B Marketers
Source: Content Marketing Institute: Making Strides in the Manufacturing Industry
Contact Us
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