social media for manufacturing - strategy and application

Social Media for Manufacturing:Strategy and Application

Central Wisconsin Social Media Conference

UWSP – Extension, Wausau WI | Oct. 7 201025 years + experience

B2B Experience– manufacturing, engineering, architecture, accounting, IT consulting service firm .

Unique focus - technical products and engineering.

Based in the Midwest with national reach.1

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Who is Wendy Soucie?

Wendy Soucie

203,000 results to choose from

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What questions do

you need answered?

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Moving towards Social Business

Web 2.0

Intro of web applications on the Internet

Enterprise 2.0

Use of emerging software between companies Social

BusinessA Business designed around sociality and social tools in reaction to the social web

Stowe Boyd

Patti Anklam http://www.byeday.net/weblog/networkblog.html

The buying – selling disconnect today

Doing Business 2010

Are you in the recommendation chain?

78% trust recommendations from social graph

90% of B2b buyers trust peer reviews

70% trust online reviews.


Figure out how to use social media for a competitive advantage…

…Not a competitive disadvantage

Are we asking the wrong question?

How do you pick the right tool?

Assess

Identify Goals

Develop Strategy

Brand the

Message

Identify Ways to Engage

Select Channels & Tools

Measure & Track

NCP Model

Execute

© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved

A Process

SocialMedia-academy.com/methodologies/htm


Free Listening Tools

Technorati Search

Compete.com

TweetDeck Search

Search.Twitter.com

Trendrr

Addictomatic

Socialmention

Xeesm

Google Alerts

Google Reader

Google Analytics

Google Keyword

List of 26 tools http://www.socialmediatoday.com/SMC/155299http://www.dreamgrow.com/46-free-social-media-monitoring-tools/

http://www.socialmediatoday.com/SMC/155299

http://www.dreamgrow.com/46-free-social-media-monitoring-tools/











Four Quadrant Assessment

Understand Your Audience


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Assessment Identifies Influencers

Blogs

Yahoo, Delicious,

other niche sites

LinkedIn

FaceBook

Twitter

YouTube

http://www.wendysoucie.com/social-media/citrixwebex-social-media-assessment-by-social-media-academy-alumni/


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Social Media LandscapeGoal

16,000 ft

Strategy

Tools


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What business owners need to do

Clarify Business Goals

ExtendBrand TacticBuild Strategy

Tools:AdvertisingPublic relationsDirect mailSocial media, etc.

Take a strategic approach


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Goal Strategy

Clarify Business ExtendBrand ToolsMarketing

Be realistic – What resources?Get training – Do you know how to be social when

you apply the tools?Define success – Can you agree on measurement? Make your team approachable

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Clarify: What Business is Getting Done…

Customer Service/Support

Sales Prospecting

Marketing - Online

Business Partnerships

Channel Partner Relations

Executive Networking

Staffing and Recruiting


25%

25%50%

Social Media Time Allocation

Publishing Listening Connecting

Shared by Chris Brogan June 2010 Madison


Extending Your Brand

Personal

– Marketing focused, keyword enhanced

Company– Company message

standardized



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Where does social media go?

Marketing

Sales

Social Media

Product Dev.

Social Media

Human Resources

Social Media

Customer Service

Social Media


Build an internal x-department team

Now your ready to select tools


Micro

Blogging

Social Networks

Social Bookmarking

Video /Photo Sharing

Social Directory Search

RSS Feeds

Blogging / Forums / Content Generation

Website as your home base

Adapted from John Jantsch, Duct Tape Marketing, Microsoft Live Office

Easier adoption for SMB


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Where should B2B focus be?• LinkedIn

– 700K businesses, every Fortune 500 represented. Place to find people you know.

• Blogs

– Best place for thought leadership - 15% of bloggers spend 10 or more hours each week blogging

[Technorati's new State of the Blogosphere.]

• Facebook

– 3rd most visited website in U.S. (behind Google & Yahoo). Place to find people you used to know.

• Twitter

– News generator and source, with 300K new members every day. Place to find people you want to know

• YouTube

– 20 hours of video uploaded every minute – Don’t under estimate -video is fastest growing media.

• Flickr

– Pictures, video, groups and networking.

Real time data from compete.com and Alexia

http://technorati.com/blogging/feature/state-of-the-blogosphere-2009/

© Copyright 2003-2009 - Wendy Soucie Consulting LLC - Integrated Alliances - All

Rights Reserved25


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3 Thoughts on social media

• It is vital to remember how quickly even a single update can go viral. (Nestle)

• People value honesty, being upfront, and listening to others. (Dell)

• Prepare for when, not if social media blunders happen. (SouthWest Airlines)

“A new, more sophisticated and targeted generation of business-to-business (B-to-B) social media is building on the current B-to-B weaknesses of Twitter, LinkedIn, Facebook, and YouTube.”

~Peter Von Dyck, Founder, Chairman and CEO ZassiMedical Evolutions (Medical Device Industry)

Social Media Policy

Social Media Policy

Create at least 2 policies

– Employee boundaries and limits

– Operational - based on job role

Start with your email policy

Social Media Policy List:

http://www.socialmedia-academy.com/index.php/resources/social-media-guide-lines/

http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-lines/http://www.itbusinessedge.com/cm/docs/DOC-1257Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux











http://www.socialmedia-academy.com/blog/index.php/resources/social-media-guide-lines/









http://www.itbusinessedge.com/cm/docs/DOC-1257



Use employees as ambassadors

Provide guidanceSupport your employeesState your corporate

boundariesProvide the right info, to

the right people , at the right time

Provide hyperlinks in all policies to all relevant documents and contacts.

Social Media Policy

What’s the ROI on social media?

“What’s the ROI for putting on your pants

every morning? But it’s still important to

your business.”

Scott Monty, Digital Communications Manager, Ford

What does success look like? Reach• Traffic – visitors and views

• Interaction – volume of comments

• Trust – Incoming links

Action and insight

• Sales - conversion

• New business

• Customer engagement satisfaction and loyalty

Engagement and Influence

•Sharing and evangelism

•Commenter authority and influence

•Retention – connections, clients, etc

•Favorites, Friends, Fans, Connections

Source: Econsultancy – Chris Lake, Tactica and Digital Resource Group, Measuring the influence of social media


Tools for measuring

• Alterian

• Scoutlabs

• Radian6

• Xeesm

– Social Address books


Social Business Relationship Mgmt

• Tracking engagements

• Setting milestones

• Following a process

• Show progress


Profile in Xeesm


Xeesm Flight tracking group of people

Tracking with Facebook Insights

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LLC - All Rights Reserved38

Tracking Your Network in LinkedIn


Twitter Profile

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LLC - All Rights Reserved40

© Copyright 2010Wendy Soucie Consulting LLC - All Rights Reserved 41

standout

You need to make your profiles


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Profile Building Model – A process

Determine Business Goals First

Profiles Network Search CommunicateBusiness

Applications

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Establishing a Profile on the Internet

• CONSISTENCY IS IMPORTANT

More than your picture and name

Needs to evolve over time

Time is of essence

Photo credit Amy Lynn Schereck

Profile Tips

• Look and feel – Brand you

• Link back to key sites

• Profile name

• Claim profile www.knowem.com

Photo credit Amy Lynn Schereck

http://www.knowem.com/


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“Networking is not about hunting. It is about farming. It’s about cultivating relationships. Don’t engage in ‘premature solicitation’. You’ll be a better networker if you remember that.” – Dr. Ivan Misner, NY bestselling author &

founder of BNI


Why is network size important?

• Network - size matters, you must grow

• Contribute – thru questions, blog posts, events, knowledge share

• Participation – thru feedback, comments, views, downloads, bookmarking or other consumption

You can begin to measure ROI and social capital value

Socialmedia-academy.com

– Website Blogs

– Videos

– Photos

– Presentations

– Ebooks

– News releases

What to Publish

– Make emails into blog posts

– Turn forum posts into blog posts

– Make blog posts into presentations

– Shoot video at your events– Interview clients for your

blog– Repurpose company info

for public reports– Create case studies

Make Use of Existing Material


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Social Media Examples

Oracle has:•Wiki•Twitter account •OpenWorldroom on FriendFeed.com.

Hycor Biomedical

Cree Lighting - LED Lighting

Williams & White


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Lincoln Electric – Welding Machines

Sterling Surfaces


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Louis E. Page Fencing (last but not least)


Partnerships | Strategic Alliances | Joint Venture

• Wendy Soucie Consulting – www.wendysoucie.com

• Founder/Principal

• End Result Marketing• Nurture marketing and research

• Social Media Academy • Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant

• Xeesm – Social CRM • Business Partner – Wisconsin

• Integrated Alliances – IA Certified Trainer

• Images from IstockPhoto.com


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We provide: Technical Product ExpertiseManufacturing experienceSocial media assessmentsMarketing best practicesThought leadership strategiesSocial media building blocksTraining on tools and strategyImplementation help and coaching

Network . Contribute . ParticipateSocial web links: http://xeesm.com/wendysoucie

http://xeesm.com/wendysoucie

social media for manufacturing - strategy and application

Technology

business clarifybrand

placetofindpeopley youtube

dell prepareforwhen

flickr pictures