Social media has long been a necessity for companies with a consumer audience but its relevance to manufacturing organisations has not always been wholly apparent. Nonetheless, some firms are experimenting with the channels available and finding them to be effective for reaching certain customer groups and decision makers. Zircotec, the Oxfordshire-based developer of specialist thermal management coatings and heatshields, has been exploiting Twitter, Facebook, YouTube and others networking sites to promote its brand and products. To find out exactly how this manufacturer has been successfully using social media – and attracted an audience of some 75,000 to view its videos of ceramic coatings being applied on exhausts – Matthew Beecham caught up with Zircotec’s managing director Terry Graham.
How long has Zircotec been using social media websites?
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We started using Twitter in March 2009, set up a YouTube channel in May 2010 and this was followed by our Facebook page in August 2010. When we first looked at this, the involvement of social media in the manufacturing sector was in its infancy. Therefore, we needed to research the ‘best practise’ techniques in using such networks from a business standpoint.
What prompted Zircotec to get involved with social media, given that a few years ago many businesses were reluctant or disinterested in the whole affair?
It’s worth remembering that the same companies that question having a social media strategy were some of those that questioned the need for a website. Now, there are very few that wouldn’t have a site! Perhaps, having a Facebook page or a Twitter account might seem a little odd for a business that deals with other corporations or specialises in industrial products that lack the mass appeal of consumer goods. But, Zircotec’s thermal management products are relevant to a wide range of customers across many regions. Social media is able to reach these areas cost effectively, enabling to reach out without huge expenditure. Our customer base is also wide; stretching from OEM engineers and purchasers right through to classic car enthusiasts. As such, social media presents an excellent method of reaching out to this diverse potential customer base by supplementing information about Zircotec they may have found in the specialist trade and consumer press.
Can you provide an example of how this works in practice?
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By GlobalDataYes, a really good example of this is how we were able to ‘lift the lid’ on our plasma-spraying manufacturing process; many customers don’t appreciate what our unique process involves and the preparation required. To overcome this, we produced a YouTube video of coatings being applied to exhausts, which provided a convenient way of informing thousands of people about Zircotec and the products we produce. To date, 75,000 people have viewed our videos of ceramic coatings being applied on exhausts. The only thing it couldn’t present was the 12,000°C temperature of our plasma torch, though the sound track and bright light helps make the point thereby distinguishing us from other coating processes.
Another good example is making more of the PR exposure we generate. At around the same time that we set up our YouTube channel, the application of Zircotec’s composite coatings (enabling the use of composites in high temperature environments) really took off, thanks to the introduction of blown diffusers in F1. This generated more consumer-led interest, further heightened by television coverage with footage showing our products. YouTube provided a simple, highly effective way to share this coverage beyond the original broadcast. We were able to capitalise on this, directing those interested to our YouTube channel. Once within our channels, we have the chance to show them more material and perhaps case studies or, so it is a great way to start a conversation.
Do you feel that organisations are forced by the latest business trends and expectations into using social media?
I can understand why some companies feel like they must have a Facebook page or run a Twitter account as a simple matter of keeping up with the times, but we realised that Zircotec could really benefit from social media; it was not just an attractive buzzword or item to cross off our marketing list. We positively approached and embraced the use of social media as its benefits to developing awareness and brand visibility had been proven in the past by businesses in other sectors. We wanted to learn about it and we attended a number of seminars, many offered free by local business groups, in order for us to identify what was relevant and what was not. We already understood a great deal about search terms, the use of links, reciprocal links with other sites, frequency of interaction and key words, but we wished to compliment and integrate that knowledge with a better understanding of social media. Our number of ‘likes’ and channels views suggest the methods of presentation are of interest and if appropriately targeted and well put together, there is demand out there.
So how does a business like Zircotec put that knowledge to use to create relevant material?
Before starting to use the material, it is important to do some planning. We know from our existing marketing and PR activity that it is important to understand how each element, such as social media fits into a bigger marketing strategy and how to establish specific objectives for its use. There needs to be cohesion through all the channels. A potential customer can be directed from our Facebook page to our website but the issue was how to encourage visitors to watch our videos or read our latest case studies. The solution was to do a lot of work to ensure we have content streams that are relevant and fresh enough to maintain visitor interest for each of the formats we use. This has meant applying our technologies into popular race series such as the BTCC. Our video for this, a face to face interview with driver Frank Wrathall, has had 14,000 views in a couple of months. We leverage our technical partnerships to create more interesting content outside of our core products. You can provide differing forms of media to make it attractive to the different channels. Some websites only want video. This is why for all of our latest case studies we have created video interviews with additional image libraries and linked these to our customers’ Facebook page to create wider networks.
How does Zircotec use its Facebook and Twitter pages?
Essentially we use Twitter as an update portal to complement the news section on our website and provide customers and ‘fans’ of Zircotec with our latest information. Twitter is in effect a conversation and it is important to respond and engage. For instance, if a vehicle is mentioned that uses our coating, we respond, offering a link to more detailed information or facts. It also feeds our online shop providing fresh and relevant content that improves search engine rankings for that site too.
With our Facebook page we do things a little differently; we still provide news about our products, and developments, but they are much more visually driven. Products such as our Performance Colours exhaust coatings come in a variety of attractive colours and finishes which provide us with eye-catching pictures to upload onto our page. As a lot of our products are used in motorsport applications, we have access to a great range of performance car photos, ranging from modified hatchbacks and stock cars to GT and F1 cars. These give our page a visual impact to compliment the information. The photos tend to attract a lot of interest and likes from both motorsport fans and engineering audiences alike, with many enquiring about the products being used as well as admiring the featured vehicles. We maintain reader interest by mixing general interest articles with material that is more targeted towards Zircotec but with only minimal and low key sales material. We do however use Facebook to direct traffic towards our website and shop. We also use Facebook to promote special offers and discounts to over 25,000 of our Facebook fans.
Does social media have relevance elsewhere in the business?
In its rawest form a social media presence for a business can improve its online presence regardless of the activity that takes place on the site. All the social media networks provide backlinks to our website which enhances search engine optimisation adding to the value of the brand. For recruitment purposes, this added visibility is a benefit to help us with recruitment, reaching out both a local level and further afield for more specific recruitment needs.
I think it really is about developing stronger relationships with customers/suppliers etc. Some that maybe just too far away to meet face to face regularly.
But can it really be relevant for driving B2B sales?
The remainder of this interview is available on just-auto’s QUBE research service
