how engineers can leverage social media
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SOCIAL MEDIA FOR ENGINEERSHOW YOU CAN BEGIN TO NAVIGATE THE SOCIAL WEB
SEPTEMBER 21ST, 2011
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
THE FLOOD GATES ARE STILL OPENINGMore and more people using social networks
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65% OF ADULT INTERNET USERS SPEND TIME ON SOCIAL NETWORKING SITES
PEOPLE LIVING IN URBAN GEOGRAPHIC LOCATIONS
- HOUSEHOLD INCOME IS 75K OF LESS THAN 30K
50% OF THE ADULT POPULATION NOW USES SOCIAL MEDIA
- MOST POPULAR WITH WOMEN UNDER 30
EDUCATION FOR MOST SOCIAL MEDIA USERS IS AT THE COLLEGE LEVEL - LARGEST DEMOGRAPHIC HAS LESS THAN HIGH SCHOOL
~ PEW INTERNET
83% OF YOUNG ADULTS AGED 18-29 USE SOCIAL NETWORKING SITES - 150% INCREASE AMONG USERS AGE 65+
- ONLY 29% BACK IN 2008
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES
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• 18 to 29 age demographic
slowing down.
• 30 to 40 age demographic
catching up with large increase
of social network usage.
• 50 to 64 age demographic
holding steady.
• 65+ age demographic making
a large increase.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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MARKETING USED TO BE ONE WAY MESSAGING
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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MARKETING USED TO BE ONE WAY TRANSACTIONS
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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CHANGE: RISE OF THE SAVVY CONSUMER
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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CHANGE: ACCESS TO THE CONSUMER
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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CHANGE: POWER TO THE CONSUMER
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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CHANGE: DEMAND FOR IMMEDIATE & AUTHENTIC PRESENCE
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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BUSINESSES AND ORGANIZATIONS NOW HAVE TO PLAY THE GAME!
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
WHAT SOCIAL MEDIA ISN’T
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FACEBOOKTOOLSCAMPAIGNSFOLLOWERS/FANSADVERTISINGAUTOMATEDTACTICSSTRATEGIESNEW
• If your Social Media plan is tool focused,
you don’t have a strategy at all
• Worry about the tools last and focus on
how your business will be social
• Successful Social Media strategies stem
from identified business goals and
objectives
• This requires listening and incorporating
social web implementations into your
culture
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
WHAT SOCIAL MEDIA IS
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RELATIONSHIPSCOMMUNICATIONPASSIONENGAGEMENTHELPINGEMOTIONSHARINGLOYALTYHELPING!!!
• If you are online, people will expect you to
be present
• Social Media is a organic process and
your job is to build lifelong relationships
• What experience do you want consumers
to come away with when they interact with
your Franchise?
• Ask how are you going to be social, not
what are you going to do with Social
Media?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE B2C SOCIAL WEB RELATIONSHIP
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B2C
TALK TO ME AND ADDRESS MY NEEDS
MAKE IT EASY TO BUY FROM YOU
MY LOYALTY IS YOURS IF YOU ARE THERE WHEN I NEED YOU
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
B2B SOCIAL WEB RELATIONSHIP
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B2B
SHARE YOUR EXPERTISE AND SHOW HOW IT HELPS ME
SHOW ME WHY I SHOULD BUY FROM YOU
KEEP ME CONNECTED WITH YOU AND OTHER INDUSTRY PROFESSIONALS
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE USE OF B2B SOCIAL MEDIA WILL INCREASE
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• 81% of B2B companies were likely to
maintain company-related profiles on
social networks, compared to 67% of
B2C companies.
• One of the only areas where B2C is
more active in social media than B2B is
in advertising on social networks (B2B:
42%, B2C: 54%)
• Both B2B and B2C companies monitor
user reviews (B2B: 49%, B2C: 51%)
and manage communities dedicated to
customers (B2B: 49%, B2C: 51%)
~ Business.com Business Social Media
Benchmarking Study
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
CUSTOMERS THROUGH SOCIAL MEDIA CHANNELS
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
LEADS THROUGH BLOGGING
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
HOW CAN SOCIAL INTEGRATE WITH YOUR MARKETING OBJECTIVES?
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TREATING CUSTOMERS LIKE PARTICIPANTS:
WHAT ARE YOUR BUSINESS OBJECTIVES?
WHERE ARE YOUR CURRENT CUSTOMER TOUCH POINTS?
WHERE ARE YOU COMMUNICATING?
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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IT’S ALL ABOUT COMMUNICATION NOT MARKETING
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
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Listen: Monitor sentiment of your brand, industry, and competition.
This helps target social communications to the appropriate audience
through the appropriate channels.
Identify/Build Internal Resources: Representatives of every corner of
your organization. Team should include internal champions of your
company and the social web.
Policies and Procedures: Build internal guidelines for your company.
Define as needed, and provide a structure for future social media
executions.
Content Generation: Identify all possible and available content options. This ties into your listening phase.
Engage and Educate: Learn how to be active and not reactive on the
social web. Keep current with ethics and methodologies that govern the digital landscape.
BECOMING A SOCIAL BUSINESS
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
SOCIAL MEDIA FEEDS ON CONTENT
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B2B Social Media is still P2P Social Media - Jason Falls
• You are still dealing with, communicating, and doing business with people.
• If you are going to be online, you need to:
- Connect
- Communicate
- Build loyalty for your company and product/service
- Find and build leads
- Go where people go
• Many B2C social marketing strategies apply to B2B. The tactics may differ.
• Regardless if your are B2B or B2C, the social web requires an authentic and genuine presence.
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
LESS MARKETING. MORE COMMUNICATION.
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• Your social media presence needs to be a reflection of your culture and who you are.
• Remember P2P: People will do business with people and they do business with people they can get to know.
• Helping people is the new marketing.
• Stop thinking like a company and start thinking like a customer.
• Allow your customer to participate with you.
• Consumers demand immediate and efficient response from
companies.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CALCULATING THE ROI
• First, identify your business objectives and marketing goals.
• Decide what it is you really want to measure.
• Determine how social media can be integrated.
• Begin a social media timeline.
• Compare SM timeline with the numbers, expenses, transactions, etc.
• Is there any correlation?
• Now you have a starting point to begin tracking ROI over the long term.
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
CASE STUDIES
• Personable
• Authentic
• Accessible
• Helpful Resource
• Consistent
• Outstanding
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©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
EEV BLOG
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• Organic content for passionate engineers.
• “20 years experience in the electronics design industry in his unique non-scripted naturally overly enthusiastic and passionate style.”
• Lot’s of video.
• Topics include engineering, hacking, laser development, sonar sensors, and more.
• Extends his passion of engineering to additional social networks.
• Positions his blog as a helpful resource.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
CREE: LIGHTING THE LED REVOLUTION
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• Provides content that builds awareness on their passion subject: Beautiful lighting through LED Technology.
• LED Revolution - interactive social network that includes Facebook, Twitter, and user generated content.
• Visitors can submit their “bad lighting” photos to win free LED upgrade lighting.
• Blog is updated regularly (daily), and content uses humor for the personable hook.
• Funny videos.
• Also uses other social networks to drive people to main site.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
PROMISE PIZZA: RURAL SMALL BUSINESS
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• Successful small business that used the social web to connect with the community.
• Used Twitter for word of mouth promotions, specials, and announcing local events.
• Hosted social media night for all Austin area food bloggers to sample their pizzas.
• They get personal.
• Superior customer service through social networks.
• Won “Best Pizza in Austin” after only 7 months in business.
©2011 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
SHIPSERV: B2B SOCIAL MEDIA CHAMPION
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• Internet trading platform for the shipping industry.
• Main objective: Build brand awareness.
• Revamped the way they communicated online: blogs, email, website, SEO, linkedin, twitter, etc.
• Personable approach with their communities and the networks they participated in.
• Linkedin and Twitter top 20 traffic sources
• Number of business leads increased by 400%
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THE FLOOR IS OPEN
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Questions?
©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
REFERENCES
Crowd Science Blog:Over 50% of Adults Now Use Social Networks
Pew Internet Study:65% of online adults use social networking sites
eMarketer:B2B Social Media Marketing Heats Up
Hubspot Inbound Marketing Best Practices:The State of Inbound Lead Generation
EEV Blogs:Electronics Engineering Video Blog
CREE: Lighting the LED RevolutionLeading the Lighting Revolution
Promise PizzaHow Promise Pizza Made Social Media Pay Off
ShipServ
B2B Social Media Success Story
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©2010 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us How You Can Begin To Navigate The Social Web | 9.21.2011 |
TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.
THANK YOU VERY MUCH!
David Murray
Director, Social Web Communications
734.327.6622
david.murray@regroup.us
@DaveMurr
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