Multimedia Strategy

January 2014

SWOTB2B Social Media Trends + initiation aux réseaux sociauxCompetitors on Social Media

tableau récapexamples

B2B case studyRecommendations & conclusions+ BONUS: POTM

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SWOT CAMECA

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Strengths■ Established brand name with big

notoriety■ Leader in the segment■ Innovator■ Represented by highly respected

professionnals■ Present at all major conferences■ Accessible through corporate

website

Weaknesses■ Only few communication channels

are used to join the customers■ Low frequence of communication■ Lack of pertinent targeting■ Information sharing internally not at

a high level■ Deficiency of multimedia content to

be shared and published

Threats■ To be overrun by dynamic and

agressive competitors■ Not to be considered any more as a

credible innovator■ To lose the position of the leader■ To miss potential partnerships and

sales in the futur

Opportunities■ Take advantage of new accessible

media tools■ Create adapted content to each

target & get in closer touch with them

■ Generate more leads■ Highlight the achievements of our

co-workers and partners & boost their professional involvement

B2B Social Media Trends

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B2B Social Media Trends 2014

CAMECA Multimedia Strategy – January 2014

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B2B Content Marketing Usage

CAMECA Multimedia Strategy – January 2014

Competitors on Social Networks

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Social Networks / Ametek brands

■ EDAXNews - 7 followers, 539 views ■ 8 videos, last updated on 12/04/2012■ Member since 30/08/2012

■ SPECTROAI - 104 followers, 65 308 views ■ 42 videos, last updated on 02/12/2013■ Member since 29/07/2008

■ Vision Research – 276 followers, 76 383 views ■ 164 videos, last updated on 13/12/2013■ Member since 14/01/2009

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Social Networks / Competitors

■ Ion Tof - 11 followers, 2 313 views ■ 2 videos, last updated on 12/04/2012■ Member since 09/04/2011

■ TheJEOLink - 25 followers, 7 223 views ■ 10 videos, last updated on 17/12/2013■ Member since 06/07/2011

■ Brukertv - 150 followers, 26 584 views ■ 21 videos, last updated on 17/12/2013■ Member since 18/02/2010

■ Shimadzu Europa GmbH - 121 followers, 55 534 views ■ 61 videos, last updated on 12/04/2012■ Member since 12/03/2010

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Social Networks

■ @SPECTRO_AI■ 83 tweets, 14 following, 189 followers

■ @phantomhispeed■ 5 903 tweets, 118 following, 1 536 followers

■ @JEOLUSA – 237 tweets, 102 following, 297 followers■ @JEOL_Japan – 579 tweets, 5 following, 169 followers■ @JEOL_RUSSIA – 0 tweets, 2 following, 10 followers

Big differences bitween different geographic zone!

■ @bruker – 424 tweets, 23 following, 2 525 followers

■ @Shimadzu – 2 tweets, 1 following, 308 followers

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Social Networks

■ /visionresearch - 2 426 likes■ Joined FB on 18/03/2009

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Ion Tof

■ Information regarding the events, share of photos, HR news…■ Not many followers (54)

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B2B case study

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Conclusions & Recommendations

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CAMECA Multimedia Strategy Goals

Communication goals■ Direct contact with the

customer■ Increase brand exposure

and awereness■ Engagement■ Website traffic■ Improved SEO rankings

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Business goals■ Lead generation &

management■ Customer acquisition■ Leadership■ Customer retention/loyalty■ Sales (eventually)

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Content Marketing

■ Increased Importance of Content Marketing■ Create platform-specific, differentiated content to get the

most out of each social network

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In practice

■ Update of the customer / lead database (product, geographical zone…) for more powerful targeting

■ More frequent newsletters (product, major conferences)■ Creation of video contents (product presentation in shorter

and more elegant way, product demo, installations…)■ YouTube account – must for publishing video contents■ Twitter account – must for sharing short but efficient

professional information (new articles, product info, confs…)■ Facebook account – to be discussed■ Other professional (scientific) social media – to be discussed

with Product Managers

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BONUS

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