how engineers can leverage social media

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

http://www.regroup.us


http://www.pewinternet.org/Reports/2011/Social-Networking-Sites/Overview/Findings.aspx



TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES

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TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.FROM ADOPTION TO BEST PRACTICES

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• 18 to 29 age demographic

slowing down.


catching up with large increase

of social network usage.


holding steady.

• 65+ age demographic making

a large increase.




TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.

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MARKETING USED TO BE ONE WAY MESSAGING





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MARKETING USED TO BE ONE WAY TRANSACTIONS





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CHANGE: RISE OF THE SAVVY CONSUMER





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CHANGE: ACCESS TO THE CONSUMER





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CHANGE: POWER TO THE CONSUMER





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CHANGE: DEMAND FOR IMMEDIATE & AUTHENTIC PRESENCE





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BUSINESSES AND ORGANIZATIONS NOW HAVE TO PLAY THE GAME!




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


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?



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





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





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





CUSTOMERS THROUGH SOCIAL MEDIA CHANNELS

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LEADS THROUGH BLOGGING

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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?





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IT’S ALL ABOUT COMMUNICATION NOT MARKETING





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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





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.





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.




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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CASE STUDIES

• Personable

• Authentic

• Accessible

• Helpful Resource

• Consistent

• Outstanding

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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.




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.




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.




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%





THE FLOOR IS OPEN

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Questions?





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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http://blog.crowdscience.com/2011/09/changing-social-media-demographics-over-50-of-adults-now-use-social-networks/

http://blog.crowdscience.com/2011/09/changing-social-media-demographics-over-50-of-adults-now-use-social-networks/



http://www.emarketer.com/Report.aspx?code=emarketer_2000676

http://www.emarketer.com/Report.aspx?code=emarketer_2000676

http://www.hubspot.com/Portals/53/docs/inbound_marketing_best_practices.pdf

http://www.hubspot.com/Portals/53/docs/inbound_marketing_best_practices.pdf

http://www.eevblog.com/about/

http://www.eevblog.com/about/

http://www.creeledrevolution.com/

http://www.creeledrevolution.com/

http://www.smallbizsurvival.com/2010/04/how-promise-pizza-made-social-media-pay.html

http://www.smallbizsurvival.com/2010/04/how-promise-pizza-made-social-media-pay.html

http://www.businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b-social-media-success/

http://www.businessesgrow.com/2010/06/20/a-fascinating-hardcore-b2b-social-media-success/



THANK YOU VERY MUCH!

David Murray

Director, Social Web Communications

734.327.6622

[email protected]

@DaveMurr

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