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1 PAGE 1
2 Social Media: Strategies for Multiple Markets EDGE Sales & Marketing Leaders March 26, 2014 Rob Freitag EYE Lighting International PAGE 2
3 Introducing EYE Lighting PAGE 3
4 EYE Lighting International of North America, Inc. Mentor, OH PAGE 4
5 COMPANY OVERVIEW EYE Lighting International Division of Iwasaki Electric, Japan (est.1944) ~$600 Million Annual Revenue US Manufacturing Facility ~100,000 + ft 2 (built 1991) 170 Employees, 160 in Mentor International Standards Organization Business Environment Health and Safety Laboratory ISO 9001 Certified ISO Certified OHSAS Certified ISO Accredited PAGE 5
6 KEY MARKET SEGMENTS EYE Lighting International A provider of lighting solution systems diversified across three market segments: 1. C&I and Utility & Municipality Luminaires, Lamps, Controls 2. Institutional & Hobby Horticulture Spectrally-enhanced Lamps, e-ballasts; the #1 name in the market 3. Industrial Research Systems Solar, UV & Material Testing Systems PAGE 6
7 CORE TECHNOLOGIES HID/LED Lamps: LED, Ceramic & Metal Halide, Sodium, Mercury, and Special Retrofit Lamps Energy-Savings, White Light, Higher Lumen Efficacy, Less Maintenance Luminaires & Controls: LED Lighting Fixtures, Control Systems, Architectural HID Floodlights Specification-grade, Optical Superiority, Aesthetics & Function Horticulture: Grow lamps, electronic ballasts #1 Lamp Brand, Premium Products for Home- Hobby Market PAGE 7
8 PAGE 9
9 Social Media: There is NOT ONE Effective Strategy! PAGE 10
10 STRATEGIC DEVELOPMENT The Challenge Two Distinct Market Segments B2B B2C Two Very Different Audiences Business professionals: Spec details; relationships important Home-hobbyist: Will it grow my plants? Anonymity very important PAGE 11
11 STRATEGIC DEVELOPMENT Messaging B2B B2C Who we are: EYE behind the scenes; the human element Our culture and knowledge Who we are: The people behind the product, not just a conglomerate manufacturer (a.k.a.-the Man) Resource for information and knowledge PAGE 12
12 STRATEGIC DEVELOPMENT Platforms B2B B2C LinkedIn White Papers & Blogs Twitter Facebook YouTube Facebook YouTube Twitter Google+ PAGE 13
13 STRATEGIC DEVELOPMENT Tactics B2B B2C LinkedIn: Company news; careers White Papers: Technical info; seek downloads Twitter: Product news; industry shares Facebook: Inside company events YouTube: Promotional, educational Facebook: Personal info; Q&A YouTube: Promotional, educational, defensive Twitter: Product news, industry shares Google+: Q&A Videos PAGE 14
14 STRATEGIC DEVELOPMENT Goals-Drive Business to Web Site! B2B B2C LinkedIn: 1,000 Links White Papers: Convert Leads to 10 Customers Twitter: 12 Tweets/Week Facebook: Increase Likes 200% YouTube: 5-8 New Videos Facebook: 18,000 Likes YouTube: 12 New Videos Twitter: Six Tweets/Week Google+: One video/week PAGE 15
15 HOW TO SUCCEED? Respond Quickly and Consistent/Repetitive Messaging Dedication Mark Thomas Frank Vaccariello Good Content Industry News In-House Expertise Customer Input Software Hootsuite HubSpot Subscription Services PAGE 16
16 Results to Date PAGE 17
17 FACEBOOK-C&I Likes: 188 PAGE 18
18 FACEBOOK-HTL Likes: 16,567 Click Ads Work! PAGE 19
19 YouTube-C&I Videos: 16 Views: 2,035 Subscribers: 14 PAGE 20
20 YouTube-HTL Videos: 20 Views: 20,898 Subscribers: 90 PAGE 21
21 TWITTER-C&I Follows: 124 Following: 178 Tweets: 352 PAGE 22
22 TWITTER-HTL Follows: 459 Following: 157 Tweets: 145 PAGE 23
23 LinkedIn-C&I Links: 462 PAGE 24
24 LinkedIn-HTL Links: 17 PAGE 25
25 GOOGLE+ -C&I Follows: 10 PAGE 26
26 GOOGLE+ -HTL Follows: 14 PAGE 27
27 In-Bound Marketing PAGE 28
28 IN-BOUND MARKETING The Goal Increase Web Traffic Increase Brand Awareness Provide Path to Lighting Solutions Better Positioning on Search Engines (SEO) Generate Leads Customers Who See Your Company as Valuable Resource Scoring System Customers Who Want Your Solutions PAGE 31
29 WHITE PAPERS White Papers PAGE 32
30 BLOGS PAGE 33
31 WEB SITE RESULTS Website Visits & Leads July 1-September 30, 2013: 26,792 Visits/239 Leads April 1-June 30, 2013: 16,326 Visits/42 Leads PAGE 34
32 WEB SITE RESULTS Website Visits & Leads October 1-December 31, 2013: 23,720 Visits/227 Leads July 1-September 30, 2013: 26,792 Visits/239 Leads PAGE 35
33 WEB SITE RESULTS Website Visits & Leads January 1-March 25, 2014: 23,936 Visits/202 Leads October 1-December 31, 2013: 23,720 Visits/227 Leads PAGE 36
34 IN SUMMARY Plan Strategically Soft Goals Hard Goals Social Media is One Tool of Many Determine Best Platforms for Your Audience Develop Good Content Reuse in Multiple Platforms Experiment Try Tactics, Review, Adapt Monitor Use Analytics PAGE 37
35 Thank You! Rob Freitag EYE Lighting International PAGE 39
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