Growth in Use of Social Media for Manufacturing

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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


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


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


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

http://www.linkedin.com/


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

http://www.youtube.com/


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

http://www.facebook.com/


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

http://www.facebook.com/

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


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?



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



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



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



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


Step 5: CollaborateOEncourage teams to share

learningOKeep messaging consistent

among teams



Step 6: SecureOSecure your accounts so

employees don’t accidentally tweet personal or inappropriate messages to business accounts



Step 7: MeasureOWhat is your ROI?OTrack click-throughs and deeper

engagementsOEvaluate which networks are

working for you and which aren’t



Step 8: AmplifyOHone your message around

what is well-received and what isn’t

O Invest in tools that can help you


% 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

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Challenges for B2B and Manufacturers

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Manufacturers B2B Marketers


Contact Us

PolymerOhio can put you in contact with Social Media professionals who can help you get the ball rolling. Click our logo for more information.

http://www.polymerohio.org/