A shorter version of this article appeared in the American Machine Tool Distributor's Association "ToolTalk" newsletter in October 2010 starting on Page 4
This article on social media is going to be a bit different than previous articles that have appeared in Tool Talk. We’re going to address some of the core questions that the AMTDA
membership has been asking:
- “Is this just a fad? Should I just wait until the dust settles to get in?”
- “What are the best Social Media places to be? Where are my customers?”
- “I don’t have enough time to respond to emails, how am I going to manage these marketing efforts”
- “How do I know what my ROI is? How do I measure it?”
Q: “What’s your email address?”
A: “We don’t have one. We do everything by fax, That’s too new. We’re going to wait and see if people use it”
Is it a Fad?
Social media is generating the same conversations today. The big difference is that the “tools” to use and manage social media are expanding exponentially and will continue to expand. The pace of change in the last 18 months in Social Media would be like moving from NC Tape Machines to full integration of MT Connect in the same time period.
“While social media use has grown dramatically across all age groups, older users have been especially enthusiastic over the past year about embracing new networking tools. Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.
- Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%--from 25% to 47%.
- During the same period, use among those ages 65 and older grew 100%--from 13% to 26%.
- By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.”
-“Older Adults & Social Media
”, Mary Madden, PEW Internet, August 27, 2010
….It’s not a fad.
Should I just wait to “get in?”
Customer: “Ok, So our first new 6 pallet Horizontal CNC hits my floor in 5 days, That’s going to be perfect. We want to move our two families of 10,000 parts/month onto them and ship 20,000 at the end of the month in 15 days before our competitor gets the work”
You already know that that is not realistic. But that is the same kind of thinking that is taking place in Social Media.
“Hey, we can just set up a Twitter account in a few minutes”
Well, yes you can
, but, just like first time buyer of a machine tool, there’s still an awful lot to learn. The sooner you start learning
, the farther in front of your competitors you'll be. This is a pro-active approach. Too many b-to-b companies, particularly exhibitors at IMTS, took a reactive approach. They jumped in and created their “social media brand names” without first having personal accounts so they understood how
So the best way to learn is to set up some social media personal accounts.
Start with your LinkedIn Profile.
- Does your profile web link say “My Company” or contain your actual company name?
- Create a Company Page – it’s that little document icon next some people’s company name.
…get in now. Be Sure to read the article Social Media 101 for Mfg, part 1: LinkedIn
for more details.
What are the best Social Media places to be as a Machine Tool Distributor?
- YouTube – It’s the simplest way to enable your sales force to have all of their product videos in one place. You don’t need to re-create the wheel or even upload any videos. You can go in and “favorite” your builder’s videos after you create your own channel.
- Twitter – “Twitter’s like snack food: it tastes good, it’s fun to eat but there’s no nutritional value” In some sense, the above statement is true. But with two BIG caveats: It’s all in what you make of it, and, most importantly, it s FOUNDATION level application. Without going into a lot of detail about API’s and tech jargon, what you need to know is that Twitter connects to almost everything. It’s like the junction box in an electrical system.
- Blog – “I don’t know what to write about, I don’t have content” Press releases, news articles, technical information…. Cut and paste. There is lots of content available. Obviously, clear all of this with the content owners. Actually a Blog is one of the very best things you can create. Think about this for a moment. When you type a search into Google, you don’t type just “CNC” you type what you are looking for: “cnc swiss screw machine multi axis.” You have learned over the years that by typing more information you are more likely to find exactly what you are looking for in a topic. This is called a “long tail search.” That’s very important to know because it’s how your customers find out about your company and your products. It becomes even more important because the new algorithms used by search engines are location based. You’ve probably noticed that when you use a “long tail search” and you’re in Chicago you don’t get listings for many places in Europe. That’s not because there aren’t places in Europe it’s because they are NOT near Chicago.
- Facebook – “That’s for kids.” Step back from any preconceived notions and think about this from a business standpoint. There is a war going on. Two data collection monoliths, Facebook & Google, are each trying to outdo each other. In April 2010 Facebook announced at their annual “F8” conference the “Open Graph”: That’s why you are seeing the “LIKE” button appear everywhere. Here’s why that’s important: If you recall the first time you got a day planner you learned that you should not only put your business appointments down but also soccer games, weddings and personal events. Time management 101. Your life is 24 hours a day. Facebook at it’s core is personal. But your personal life affects your business and vice-versa. Facebook collects personal data and associates it with your interests. If your title is “CNC machinist,” it permits advertisers to target that. Although Google has a massive database, they have not “aggregated” demographics as deep down as Facebook. They are both competing for ad space. If you were at IMTS in Chicago and logged into Facebook, you may have seen some ads running. But you would have only seen them if you were with in 5 miles of McCormick Place, between 7pm -10pm, were male, between 35-55, and had some keyword in your profile indicating you were in our industry. The “pay-per-click” cost .60 cents each and had a cap on the amount spent by the advertiser. Yes, you can do that level of targeted advertising. Creating a Facebook Page is a way to become “engaged’ and be in front of your customer when they get home from work. The busiest time on Facebook is Wednesday and Friday evening, but we’ll talk about that more later…
Where are my Customers?
They are “IN” all for the above digital spaces and probably another 1,000 more.
Have you ever purchased something online? Have you looked down at the product reviews and decided against the purchase of something because of the reviews? Then, did you think “Wow, I wonder why that manufacturer isn’t reading that and fixing it? They’re getting really bad press” The problem is that the manufacturer may not even know
about the comments to address them. But B-to-B consumers ARE researching and engaging each other.
There are a number of free products out there to use to search for who’s talking about what. I would recommend going to Social Mention
and type in your company name and brands and see what appears. You will find that you can drill down and drill down more and then drill down even more into exactly
who is talking about what where.
“How do I manage all of these marketing efforts?”
“There’s an APP for that!” Well, actually, there are a multitude of application dashboards so that you can see ALL of your social media sites.
Realize that the heavy users of Social Media are NOT online every minute. They have done several things, which are very important to be aware of, as you ponder social media marketing:
1. They have “wired” their social media sites together. In all reality you can only be in one place at a time. Different users will be using different channels at the same moment. You notice that when you channel surf on TV that you see the same commercials sometimes? It’s just like that. In order to maximize your exposure you “connect” the sites to each other so you don’t have to post the same thing over and over again.
Remember when I explained that Twitter was a “junction box”? This is how it “connects” Twitter
permits the sharing between sites better than most any other social media site.
Here are a couple of examples of dashboard app’s:
2. They have Pre-programmed “Tweets” and announcements. If you already do a newsletter email or product announcements electronically, you have
content to use.
Two very good examples of how this can be done is to take a look at Criterion Machine Works
Blog sites. Once a blog is posted it is automatically tweeted, posted on their Facebook page and appears in a number of social media outlets.
The Blogs can be programmed to post at a given time and, once the switch is flipped on the timer, everything else happens seamlessly.
That however, is not where it ends. Unlike just sending it out there and hoping people read it, now your customer can interact back with you.
Think of social media like your cell phone. You should check it a couple times a day with your dashboard application and see if you have messages, comments, or questions and then “engage” the customer in some “conversation.”
Just as there are a number of dashboard app’s there are an innumerable number of “analytics” to gage and measure success in real time.
In fact, some of the dashboard applications I mentioned earlier have the measurement tools built right into them
. Measuring is actually pretty easy.
Without going into a tremendous amount of detail on measurement tools, be aware that the list of measurement tools and practically exceeds the number of social media outlets that exist. Just for Twitter there are sites like Analytic.ly
. Facebook has built-in analysis tools for their Page. Your ROI is really going to be determined by what you put into the effort. Just like a salesperson, the more you engage, the more return. If you sit in the office and just send out emails and don't follow up to engage into the conversation not much is going to happen. "Engaging" is the key to ROI and the analysis tool sets are all going to measure this kind of activity and report on it.
Where to Start
“I’ve gotta interpolate down and then ramp into this corner with a ½” tool at an 8 thou chip load and I need a 32 finish. Which is better Linear guides vs. box ways? How’s your look ahead on that?”
The first time you heard that it would have been like a foreign language. Social Media also has it’s own language:
“I put the hashtag in the summary blog post & the metatag to increase my SEO”
So where do you start? You can’t arrive in our
industry green and expect to know everything. Same thing applies for social media.
Start with a personal account on:
- Twitter - Set up Twitter account and follow some people. You can follow @RPMconsultants where we tweet about social media or my personal Twitter account, @bernardtmartin where I tweet about Education, STEM, F1, Economics and Foreign Affairs. You can then check out who we follow, learn some basics, ask some questions.
- Facebook – Set up a personal account, be sure to set your account settings to “friends only” across all categories and then search for “International Manufacturing Technology Show” or “AMTDA” on Facebook. Look at whom they have made favorites on their Company page. Hit the “LIKE” button.
The first step is really about “learning” about how to use these tools for your business.
What NOT to do & Where to begin
- DON”T go out and set up accounts in YouTube, Twitter, and Facebook for your company right this minute! That’s would be like a customer saying “I want to buy the CNC with the Green Paint, I like that color.”
- Set up your personal accounts and then go to “Knowem” Search for some available names. I’ve talked to many machinery distributor owners and employees over the years and heard “Yea, our website name is WAY too long, but it’s what we’re stuck with.”
Unlike registering your web address, your URL, with a service that reports to one central agency for verification, called ICANN, there is no single service registration of your “Social Media
Places like Knowem allow you to search for brand names.
You want to use the same Brand name in ALL of your social media spaces.
There are several considerations in the selection of THAT name:
- Shorter is better. Remember Twitter on permits 140 characters in “tweets” You don’t want to eat up half of it with your company name and be limited on your message.
- Use the same name in all social media spaces. That bears worth repeating. Remember that long tail search discussion?
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be sure and check out our website
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