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Flint Engines Social Media Strategy

Kristen Jacobs
Kristen Jacobs

This document provides a social media strategy for Flint Engines to engage their target audiences of equipment operators, owners, renters, and buyers. It identifies key social media channels like LinkedIn, YouTube, Facebook, blogs and online communities. For each channel, it outlines objectives, content strategies, and metrics for measuring success. The goal is to establish Flint Engines as an industry thought leader and grow brand awareness among current and potential customers through relevant and engaging content across multiple social media platforms.

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Flint Engines! Social Media Strategy prepared by: Kristen Jacobs June 2013
Why Use ! Social Media?! Two recent surveys polling industrial buyers and suppliers about their usage of social networks show that social media is being used to research, buy, sell and market their products and services. Moreover, multiple research studies by ThomasNet have found that 97% of industrial buyers turn to the web, including social media, to find information about products and services they are looking to buy.
Who is our audience?! Equipment Operators, Owners, Renters, Buyers O Construction Equipment Operators and Suppliers O Industrial Vehicle and Equipment Operators O OEMs O Industrial Rental and Resale Retailers
Where does Our audience spend time online?! ! Online Communities O www.machineryscoop.com A community of construction equipment owners and operators sharing first hand accounts of their experience and reviews of equipment that the community can rely on before making purchase decisions. Social Networks [B2B Focus] O YouTube O LinkedIn Groups O Blogs O Facebook Professional Associations [Forums, Events and Groups] O American Rental Association O Rental Equipment Register O North American Equipment Dealers O Engine Builders Association O American Welding Society Industry Publications [Forums, Events and Groups] O Construction Business Owner O Welding Journal O Heavy Equipment News
HIGH-LEVEL strategy! Supporting Business Goal O Use social media to grow brand awareness and affinity with equipment end-users and future buyers, operators and renters. Brand Passion O Flint Engines cutting-edge technology has been keeping your equipment running for over 100 years. O We keep you running Resources O Marketing Team Duo > 10 Hours / week
CONTENT strategy! Content Mix O Thought-Leadership > Videos, blogs, whitepapers O Brand Awareness/Personality > Photos, Contests, Virtual Plant Tours, Awareness Campaign O Online Community Participation > Linked Groups and Industry Form participation and relationship building Action Plan O Create monthly Content Calendar O Schedule posts, blogs O Block time daily for monitoring, engaging and listening O Keep a file for content creation ideas (blogs, videos, whitepapers, contests, photos, polls, partnerships)
CHANNEL STRATEGY! Channel Purpose Metrics for Success LinkedIn Build brand awareness and credibility; establish network; increase engagement; searchability Connections, company followers, discussion participation, Klout score, recommendations YouTube Establish Flint Engines as thought- leaders; build brand recognition; show brand personality and heritage Video views, video reviews, stars YouTube Analytics Facebook Increase recognition and social engagement, establish social community, platform base for cross-promotion of content, drive website and blog traffic Audience Growth Reach, People Talking About This Referral Traffic to website (Google Analytics) Company Blog Build brand awareness and credibility; establish Flint Engines as thought- leaders; increase engagement; searchability Number of posts Audience Growth Subscribers Inbound Links SEO Ranking Social Referrals Online Communities Engage end-users; build network Find influencers; develop relationships Mentions Leads Integrate social media strategy with traditional marketing mix, including print and online advertising, email campaigns, targeted search sites and content-rich website.
CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Establish Company Page 1 Complete company details, product information, branding Initial Set-Up Update Monthly, or as needed % Profile Completion 1 hour 10 minutes LinkedIn Post Content 2 Link to relevant content, blogs 3/week # Clicks 20 minutes LinkedIn or Hootsuite Increase Followers 2 Engage users to follow updates Ongoing # Followers % Increase 20 minutes LinkedIn Join + Participate in LinkedIn Groups 2 Engage in industry- related group discussions. Reply to follower comments. Ongoing % feedback # Groups # Followers 1 hour LinkedIn Groups LinkedIn Stream Resources: 2 Hours/Week Goal: Build a B2B community; build awareness of products; establish Flint Engines as industry thought-leaders. Target: Current, Former and Potential Buyers; Business Partners
CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Create Channel 1 Add company details; branding Initial Set-Up; Update as needed % Channel Completion 1 hour YouTube Create Content 2 Generate Brand Videos 1/month # Videos Completed 1 hour Flip Cam; iMovie Add Content 2 Upload Band Videos 1/month 10 minutes YouTube Cross-Promote Content 2 Share links on website and other social channels Ongoing # Video Views 20 minutes Website LinkedIn Twitter Blogs Resources: 2 Hours/Week Goal: Establish Flint Engines as industry thought-leaders through informational videos; establish credibility through Virtual Plant tours; build brand personality through entertaining content. Target: End-Users, Buyers, Manufacturers
CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Establish Page 1 Add company details; branding Initial Set-Up; Updates % Page Completion 1 hour Facebook Grow Audience 3 Cross promote on other channels, purchase ads, run contests Ongoing % impressions % feedback # likes CTR 30 minutes Facebook Hootsuite Facebook Insights Create + Post Content 2 Utilize existing resources to create engaging content: Articles, blog posts, photos 2-3/week % impressions Reach CTR 30 minutes Facebook Hootsute Blog Community Engagement 3 Like and comment on posts; engage other pages Ongoing % feedback 1 hour Facebook Resources: 2 Hours/Week Goal: Utilize content from other channels; share videos, photos, run contests Target: End-Users, Buyers, Manufacturers
CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Create Blog 2 Design; Add company details Initial Set-Up % complete 3 hours Blog Platform Create Content 3 Write SEO optimized blogs on user-related topics; behind-the- scenes; meet the team 1 / week # Blog Views #Site Click- Throughs 1.5 hours Blog Platform SEO 3 Align blogs, company description, optimize tags, photos, etc. Ongoing Google PageRank # Blog Views 30 minutes Blog Platform Resources: 2 Hours/Week Goal: Use as a platform to drive SEO and website visits; establish Flint Engines as industry thought-leaders through relevant, interesting and engaging content. Target: End-Users, Buyers, Manufacturers
CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Join Relevant Customer Communities 2 Investigate online communities (such as machineryscoop.com + industry publication forums) Ongoing # of forums 15 minutes Internet Engage in conversation and active listening 3 Participate in conversations, demonstrating thought-leadership; look for opportunities Daily # of posts # of mentions 40 minutes Internet Reporting 3 Track communities joined, connections made, mentions Monthly see above 5 minutes Metrics Dashboard Goal: Engage in conversations with end-users; establish Flint Engines as thought- leaders in relevant industries; build awareness and provide solutions Target: End-Users, Buyers, Manufacturers Resources: 1 Hour/Week
Thank You!! KRISTEN JACOBS http://www.linkedin.com/in/kristenjacobs

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Flint Engines Social Media Strategy

  • 1. Flint Engines! Social Media Strategy prepared by: Kristen Jacobs June 2013
  • 2. Why Use ! Social Media?! Two recent surveys polling industrial buyers and suppliers about their usage of social networks show that social media is being used to research, buy, sell and market their products and services. Moreover, multiple research studies by ThomasNet have found that 97% of industrial buyers turn to the web, including social media, to find information about products and services they are looking to buy.
  • 3. Who is our audience?! Equipment Operators, Owners, Renters, Buyers O Construction Equipment Operators and Suppliers O Industrial Vehicle and Equipment Operators O OEMs O Industrial Rental and Resale Retailers
  • 4. Where does Our audience spend time online?! ! Online Communities O www.machineryscoop.com A community of construction equipment owners and operators sharing first hand accounts of their experience and reviews of equipment that the community can rely on before making purchase decisions. Social Networks [B2B Focus] O YouTube O LinkedIn Groups O Blogs O Facebook Professional Associations [Forums, Events and Groups] O American Rental Association O Rental Equipment Register O North American Equipment Dealers O Engine Builders Association O American Welding Society Industry Publications [Forums, Events and Groups] O Construction Business Owner O Welding Journal O Heavy Equipment News
  • 5. HIGH-LEVEL strategy! Supporting Business Goal O Use social media to grow brand awareness and affinity with equipment end-users and future buyers, operators and renters. Brand Passion O Flint Engines cutting-edge technology has been keeping your equipment running for over 100 years. O We keep you running Resources O Marketing Team Duo > 10 Hours / week
  • 6. CONTENT strategy! Content Mix O Thought-Leadership > Videos, blogs, whitepapers O Brand Awareness/Personality > Photos, Contests, Virtual Plant Tours, Awareness Campaign O Online Community Participation > Linked Groups and Industry Form participation and relationship building Action Plan O Create monthly Content Calendar O Schedule posts, blogs O Block time daily for monitoring, engaging and listening O Keep a file for content creation ideas (blogs, videos, whitepapers, contests, photos, polls, partnerships)
  • 7. CHANNEL STRATEGY! Channel Purpose Metrics for Success LinkedIn Build brand awareness and credibility; establish network; increase engagement; searchability Connections, company followers, discussion participation, Klout score, recommendations YouTube Establish Flint Engines as thought- leaders; build brand recognition; show brand personality and heritage Video views, video reviews, stars YouTube Analytics Facebook Increase recognition and social engagement, establish social community, platform base for cross-promotion of content, drive website and blog traffic Audience Growth Reach, People Talking About This Referral Traffic to website (Google Analytics) Company Blog Build brand awareness and credibility; establish Flint Engines as thought- leaders; increase engagement; searchability Number of posts Audience Growth Subscribers Inbound Links SEO Ranking Social Referrals Online Communities Engage end-users; build network Find influencers; develop relationships Mentions Leads Integrate social media strategy with traditional marketing mix, including print and online advertising, email campaigns, targeted search sites and content-rich website.
  • 8. CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Establish Company Page 1 Complete company details, product information, branding Initial Set-Up Update Monthly, or as needed % Profile Completion 1 hour 10 minutes LinkedIn Post Content 2 Link to relevant content, blogs 3/week # Clicks 20 minutes LinkedIn or Hootsuite Increase Followers 2 Engage users to follow updates Ongoing # Followers % Increase 20 minutes LinkedIn Join + Participate in LinkedIn Groups 2 Engage in industry- related group discussions. Reply to follower comments. Ongoing % feedback # Groups # Followers 1 hour LinkedIn Groups LinkedIn Stream Resources: 2 Hours/Week Goal: Build a B2B community; build awareness of products; establish Flint Engines as industry thought-leaders. Target: Current, Former and Potential Buyers; Business Partners
  • 9. CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Create Channel 1 Add company details; branding Initial Set-Up; Update as needed % Channel Completion 1 hour YouTube Create Content 2 Generate Brand Videos 1/month # Videos Completed 1 hour Flip Cam; iMovie Add Content 2 Upload Band Videos 1/month 10 minutes YouTube Cross-Promote Content 2 Share links on website and other social channels Ongoing # Video Views 20 minutes Website LinkedIn Twitter Blogs Resources: 2 Hours/Week Goal: Establish Flint Engines as industry thought-leaders through informational videos; establish credibility through Virtual Plant tours; build brand personality through entertaining content. Target: End-Users, Buyers, Manufacturers
  • 10. CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Establish Page 1 Add company details; branding Initial Set-Up; Updates % Page Completion 1 hour Facebook Grow Audience 3 Cross promote on other channels, purchase ads, run contests Ongoing % impressions % feedback # likes CTR 30 minutes Facebook Hootsuite Facebook Insights Create + Post Content 2 Utilize existing resources to create engaging content: Articles, blog posts, photos 2-3/week % impressions Reach CTR 30 minutes Facebook Hootsute Blog Community Engagement 3 Like and comment on posts; engage other pages Ongoing % feedback 1 hour Facebook Resources: 2 Hours/Week Goal: Utilize content from other channels; share videos, photos, run contests Target: End-Users, Buyers, Manufacturers
  • 11. CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Create Blog 2 Design; Add company details Initial Set-Up % complete 3 hours Blog Platform Create Content 3 Write SEO optimized blogs on user-related topics; behind-the- scenes; meet the team 1 / week # Blog Views #Site Click- Throughs 1.5 hours Blog Platform SEO 3 Align blogs, company description, optimize tags, photos, etc. Ongoing Google PageRank # Blog Views 30 minutes Blog Platform Resources: 2 Hours/Week Goal: Use as a platform to drive SEO and website visits; establish Flint Engines as industry thought-leaders through relevant, interesting and engaging content. Target: End-Users, Buyers, Manufacturers
  • 12. CHANNEL STRATEGY! Action Type Priority Details Frequency KPIs Time/WK Means Join Relevant Customer Communities 2 Investigate online communities (such as machineryscoop.com + industry publication forums) Ongoing # of forums 15 minutes Internet Engage in conversation and active listening 3 Participate in conversations, demonstrating thought-leadership; look for opportunities Daily # of posts # of mentions 40 minutes Internet Reporting 3 Track communities joined, connections made, mentions Monthly see above 5 minutes Metrics Dashboard Goal: Engage in conversations with end-users; establish Flint Engines as thought- leaders in relevant industries; build awareness and provide solutions Target: End-Users, Buyers, Manufacturers Resources: 1 Hour/Week