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 2010
25 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.
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© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved

© Copyright 2003-2010 - Wendy Soucie
Consulting LLC All Rights Reserved
2
Who is Wendy Soucie?
Wendy Soucie
203,000
results to
choose from

© Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 3
What questions do
you need answered?

© Copyright 2009 Wendy Soucie Consulting LLC - All Rights Reserved 4
Moving towards Social Business
Web 2.0
Intro of web
applications on
the Internet
Enterprise 2.0
Use of emerging software
between companies Social
Business
A 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

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/155299
http://www.dreamgrow.com/46-free-social-media-monitoring-tools/

© Copyright 2009 Wendy Soucie
Consulting LLC - All Rights Reserved
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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 Landscape
Goal
16,000 ft
Strategy
Tools

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What business owners need to do
ClarifyBusiness
Goals
ExtendBrand TacticBuild
Strategy
Tools:
Advertising
Public relations
Direct mail
Social media, etc.
Take a strategic approach

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Goal Strategy
ClarifyBusiness 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

© Copyright 2003-2010 - Wendy Soucie Consulting LLC All Rights Reserved 18
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

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

Use employees as
ambassadors
Provide guidance
Support your employees
State your corporate
boundaries
Provide 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

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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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Alliances LLC / Wendy Soucie Consulting
LLC - All Rights Reserved
38
Tracking Your Network in LinkedIn

Twitter Profile

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Alliances LLC / Wendy Soucie Consulting
LLC - All Rights Reserved
40

© 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 Communicate
Business
Applications

© Copyright 2003-2009 Wendy Soucie Consulting LLC - All Rights Reserved 43
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

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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
•OpenWorld
room on
FriendFeed.com.

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Lincoln Electric – Welding Machines

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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 Expertise
Manufacturing experience
Social media assessments
Marketing best practices
Thought leadership strategies
Social media building blocks
Training on tools and strategy
Implementation help and coaching
Network . Contribute . Participate
Social web links: http://xeesm.com/wendysoucie

Social Media for Manufacturing - Strategy and Application

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