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Do electronics engineers use social media - a presentation by Napier for ecsn

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Do electronics engineers use social media - a presentation by Napier for ecsn

  1. 1. Social Media and Engineers A presentation for the ecsn workshop June 2011 Mike Maynard Managing Director, Napier
  2. 2. Has Social Media Taken Over? <ul><li>Let’s ask James Warren, Chief digital strategist Europe, chief digital creative officer, Weber Shandwick </li></ul>
  3. 3. <ul><li>“ We recently analysed online conversations for a large technology company and discovered that the overwhelming majority of these had as their reference points news or feature articles from the mainstream media. In many instances – although not all – the belief that there are bloggers and tweeters that have massive and absolute influence is total fantasy” </li></ul>
  4. 4. What About Engineers? <ul><li>EE Times Survey – May 10 </li></ul>Survey conducted for EDAC panel session on Social Media for emerging companies
  5. 5. Comments on EE Times Article <ul><li>“ bring it [Twitter] up at the water cooler and risk being shunned” </li></ul><ul><li>“ It's not that engineer types are really averse to new tools. It's that engineer types are averse to using tools unsuited to their needs just because ‘everyone is using it.’” </li></ul><ul><li>“ we do not hate social media, we hate wasting time. We do use social media (e.g. Twitter, LinkedIn, even Facebook) when it's needed, which is not that often, since we are busy solving problems.” </li></ul>
  6. 6. Is social media a waste of time when marketing to engineers?
  7. 7. The Silent Majority Like Social Napier Research – April 2011 European Engineers
  8. 8. Engineers and Social Media
  9. 9. Marketers and Social Media
  10. 10. Engineers vs Marketers <ul><li>Forums </li></ul><ul><li>LinkedIn </li></ul><ul><li>Videoblogs </li></ul><ul><li>Video (YouTube) </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Facebook </li></ul><ul><li>Other </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Video (YouTube) </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Forums </li></ul><ul><li>Videoblogs </li></ul><ul><li>Facebook </li></ul><ul><li>Podcasts </li></ul><ul><li>Other </li></ul>
  11. 11. Social Media Blocking <ul><li>Social media blocked for 33% Engineers </li></ul><ul><ul><li>Up slightly from 2 years ago </li></ul></ul><ul><li>Building your own network may get around blocking </li></ul><ul><ul><li>But you need an audience </li></ul></ul>
  12. 12. Do Generic Sites Work? <ul><li>Two studies consider electronics industry: </li></ul><ul><ul><li>Napier survey April 2011 (Europe) </li></ul></ul><ul><ul><li>Napier analysis of results from link shorteners May 2011 </li></ul></ul>
  13. 13. How Many Followers? <ul><li>Big in sales terms </li></ul><ul><li>Much smaller reach than publications </li></ul><ul><li>Typical accounts: </li></ul><ul><ul><li>TI is less than 10K </li></ul></ul><ul><ul><li>Digi-Key less than 5K </li></ul></ul><ul><ul><li>European distis generally less than 1K </li></ul></ul><ul><li>“ Social media giants” similar: </li></ul><ul><ul><li>@DesignSparkRS just over 1100 </li></ul></ul><ul><ul><li>@Element14 is less than 3K </li></ul></ul>
  14. 14. Where are the 10% of engineers that claim they are using Twitter for business?
  15. 15. Quality Is Everything <ul><li>Assess value of relevant followers </li></ul><ul><ul><li>Can’t avoid “spam followers” </li></ul></ul><ul><li>Some followers of an electronics distributor: </li></ul><ul><ul><li>@ChooseSuffolk Choose Suffolk promotes Suffolk… </li></ul></ul><ul><ul><li>@MakinRealMoney Finding new and exciting ways to make residual income everyday… </li></ul></ul><ul><ul><li>@GreatECigs Looking for the best highest vapour volume electronic cigarettes… </li></ul></ul>
  16. 16. How Much Engagement? <ul><li>Manufacturers </li></ul><ul><ul><li>7.5% of followers “list” Twitter feed </li></ul></ul><ul><ul><li>CTR of about 0.5-2.0% </li></ul></ul><ul><li>Distis do worse </li></ul><ul><ul><li>3.0-7.0% of followers “list” Twitter feed </li></ul></ul><ul><ul><li>0.25-0.5% CTR </li></ul></ul><ul><li>Hard to know how many clicks are “internal” </li></ul>
  17. 17. Microchip <ul><li>Wide geographic spread </li></ul><ul><ul><li>US, IT, UK, BR, NL </li></ul></ul><ul><li>Short lifetime </li></ul><ul><li>Not using same links on Facebook </li></ul>
  18. 18. Freescale <ul><li>Wide geographic spread </li></ul><ul><ul><li>US, IN, CZ, BR, GR </li></ul></ul><ul><li>Lifetime of link just one day </li></ul><ul><li>Facebook drives about 50% of traffic </li></ul>
  19. 19. Twitter vs Advertising Banner Ads Twitter Creative cost £100s 10 mins Distribution cost CPM Free Reach Huge <5K New Customers Yes No Targeting Flexible Followers CTR 0.2-1.5% 0.25-2.0% CPM $100 3 mins CPC $10 1 minute Scalability Easy Hard
  20. 20. Conclusions <ul><li>Social media has global value </li></ul><ul><ul><li>Not just the USA </li></ul></ul><ul><li>A significant majority of engineers </li></ul><ul><ul><li>DO want to use social media and </li></ul></ul><ul><ul><li>ARE already using generic platforms </li></ul></ul><ul><ul><li>BUT most not engaged with suppliers </li></ul></ul><ul><li>Social media doesn’t have wide reach </li></ul><ul><ul><li>Won’t replace conventional media in the foreseeable future </li></ul></ul>
  21. 21. Recommendations <ul><li>Think of social media as CRM </li></ul><ul><li>Can reach significant audience </li></ul><ul><li>Allocate sensible budget to social media </li></ul><ul><ul><li>Integrate with conventional marketing </li></ul></ul><ul><li>Set reasonable goals </li></ul><ul><ul><li>Getting [quality] followers is hard </li></ul></ul><ul><ul><li>Small number of clicks per link </li></ul></ul><ul><li>Do what engineers want </li></ul><ul><ul><li>Forums are still cool! </li></ul></ul>