The effective use of social media for Logistics companies starts with a set of core beliefs that should govern the terms in which you participate on any social media platform.
1 - Social Media is a conversation. Be there first and foremost to listen. And when you do start to talk make it a dialogue.
2 - Transparency is the only way to build genuine trust. People will quickly learn whether or not you are being open and honest. Your goal is to create a “trusted advisor” relationship.
3 - To gain people’s interest you have to offer something of value. This starts by giving without expecting something in return.
4 - Communicate like a friend to build connections. Simple, casual language – not “corporate speak” is how you become real and engaging to the client.
5 - Accept that clients control the conversation. If someone out there wants to have it, social media always allows the conversation to happen. The only question is will you be a part of it.
6 - Be patient, the clients will come to you. If you are too intrusive with your use of social media, clients will be pushed away. See #1.
Once you understand and accept the items on this list, there are some basic steps you can take towards beginning to join the conversation.
Thursday, December 30, 2010
Wednesday, December 29, 2010
Social Media for Logistics: Getting Started w/ First Steps
Dipped your toe into social media and not sure how to procede?
After some time, and even if you are doing it only half right, you’ll notice the initial benefits of social media by improved rankings with the search engines (SEO) and likely an increase in traffic to your site.
Getting started with social media is a learning process. At this point you’ll begin to have recognized some key things:
After 2 or 3 months take some time to think about what you have learned through your social media for logistics experience. Use the understanding you have developed to formulate your next 6 month plan.
Getting great feedback and engagement through your blog? Then, continue to develop that. Meeting great contacts through LinkedIn? Then, continue to refine you profile, join groups and meet new people. Think about and experiment with ways to engage in new areas of social media, like videos on YouTube or creating a Facebook page.
After some time, and even if you are doing it only half right, you’ll notice the initial benefits of social media by improved rankings with the search engines (SEO) and likely an increase in traffic to your site.
Getting started with social media is a learning process. At this point you’ll begin to have recognized some key things:
- Where your target audience of people interested in Logistics Software spends its time online
- The topics and information your audience is interested in
- The effect that putting your ecommerce order fulfillment warehouse company “out there” has on your brand
- It is okay to give up some control because you are part of a conversation
After 2 or 3 months take some time to think about what you have learned through your social media for logistics experience. Use the understanding you have developed to formulate your next 6 month plan.
Getting great feedback and engagement through your blog? Then, continue to develop that. Meeting great contacts through LinkedIn? Then, continue to refine you profile, join groups and meet new people. Think about and experiment with ways to engage in new areas of social media, like videos on YouTube or creating a Facebook page.
Monday, December 27, 2010
Social Media for Logistics: LinkedIn
1 - Set up a company page on LinkedIn and encourage EVERY employee at your company to set up their personal profiles on LinkedIn.
2- Encourage all your employees to find industry groups and participate. There are countless Supply Chain and Logistics groups on LinkedIn. Frequent involvement in groups is educational for your employees and it is also free brand marketing for your company.
Examples in Action: 5 Ways to use LinkedIn
Here are 5 ways to jump in with LinkedIn and start realizing the benefits of this large social network of professionals. Supply Chain and Logistics professionals are very active on the social platform.
Connect with Others
If you search on people within groups you will find other professionals that share common interests with you. Most will agree to connect with you if you share a similar industry group.
Join and Participate in Groups
There are countless Logistics industry groups you can join to engage in the conversation. Become active in the groups by answering questions and contributing to the online conversations. See the Social Media for Logistics Group.
Recommendations
Ask your trusted peers to write a recommendation for you. You’ll notice these are displayed prominently on your profile page. It builds your credibility. Be eager to write a recommendation for others you know as well.
Leave Comments
You can leave comments or “Like” an update the person leaves on their profile. This is a great way to show that you are following what the user is talking about and provides you with a better understanding of their interests.
Answers
Answering questions that people post in the LinkedIn community is a good way to build your reputation as an industry expert. It is a great way to get a conversation started with people who have similar interests as yours. Know a lot about logistics software, or ecommerce order fulfillment? Talk about it and show off your knowledge.
2- Encourage all your employees to find industry groups and participate. There are countless Supply Chain and Logistics groups on LinkedIn. Frequent involvement in groups is educational for your employees and it is also free brand marketing for your company.
Examples in Action: 5 Ways to use LinkedIn
Here are 5 ways to jump in with LinkedIn and start realizing the benefits of this large social network of professionals. Supply Chain and Logistics professionals are very active on the social platform.
Connect with Others
If you search on people within groups you will find other professionals that share common interests with you. Most will agree to connect with you if you share a similar industry group.
Join and Participate in Groups
There are countless Logistics industry groups you can join to engage in the conversation. Become active in the groups by answering questions and contributing to the online conversations. See the Social Media for Logistics Group.
Recommendations
Ask your trusted peers to write a recommendation for you. You’ll notice these are displayed prominently on your profile page. It builds your credibility. Be eager to write a recommendation for others you know as well.
Leave Comments
You can leave comments or “Like” an update the person leaves on their profile. This is a great way to show that you are following what the user is talking about and provides you with a better understanding of their interests.
Answers
Answering questions that people post in the LinkedIn community is a good way to build your reputation as an industry expert. It is a great way to get a conversation started with people who have similar interests as yours. Know a lot about logistics software, or ecommerce order fulfillment? Talk about it and show off your knowledge.
Wednesday, December 22, 2010
Social Media for Logistics: Twitter
Get on Twitter to see what other Logistics information is out there and open an account. Set the expectation that you are just there to observe what Twitter is all about.
1 - Start by listening about what people are talking about in your area. Find individuals and companies (especially competitors) and see what they are tweeting about. When your company is mentioned, then you should engage in the conversation. Use searches to hone in on relevant information to your company.
2- After a few weeks, start posting links to the content you create on your blog. Re-tweet information you think your target audience will benefit from. The famous quote: “If you build it they will come” applies to Twitter as much as baseball. Expert on logistics transportation software? Talk about it. Expert of Ecommerce order fulfillment warehouse, talk about it.
Follow and They Will Come
To start engaging on Twitter you need to start following people that interest you. Don’t get caught up in the number of followers you have. First, it is about quality over quantity. Second, you should remember that information travels fast (see RT below). Following people adds tweets to your feed and provides you with a steady flow of information from people you are interested in.
RT (Retweet) and DM (Direct Message)
When you like something a person you follow has written – retweet it. This will pass along the great content and likely get the attention of the person you retweeted. A DM is a direct message (think email) you can send to a specific person (a retweet goes to everyone that follows you). The person you DM must be following you, so you cannot send direct message to everyone.
Answer Questions
People are asking question all the time on Twitter. Doing frequent searches on topics will identify those occasions and give you a chance to show off your knowledge. Remember, good answers get retweeted. People who get retweeted get more followers. It is how you grow and establish yourself.
Twitter Lists
Create specific Twitter lists that are tailored for a specific logistics industry topic. This allows you to pay attention to what others are saying on the topic and they will be segmented from the rest of the updates. When you are following a lot of people, it is tough sometimes to filter out all the noise when you have certain things you are looking for. Lists help deal with that.
Monitor
Search Twitter search above – Take advantage of the search functionality to focus in on the topics that are of interest to you and your customers.
1 - Start by listening about what people are talking about in your area. Find individuals and companies (especially competitors) and see what they are tweeting about. When your company is mentioned, then you should engage in the conversation. Use searches to hone in on relevant information to your company.
2- After a few weeks, start posting links to the content you create on your blog. Re-tweet information you think your target audience will benefit from. The famous quote: “If you build it they will come” applies to Twitter as much as baseball. Expert on logistics transportation software? Talk about it. Expert of Ecommerce order fulfillment warehouse, talk about it.
Follow and They Will Come
To start engaging on Twitter you need to start following people that interest you. Don’t get caught up in the number of followers you have. First, it is about quality over quantity. Second, you should remember that information travels fast (see RT below). Following people adds tweets to your feed and provides you with a steady flow of information from people you are interested in.
RT (Retweet) and DM (Direct Message)
When you like something a person you follow has written – retweet it. This will pass along the great content and likely get the attention of the person you retweeted. A DM is a direct message (think email) you can send to a specific person (a retweet goes to everyone that follows you). The person you DM must be following you, so you cannot send direct message to everyone.
Answer Questions
People are asking question all the time on Twitter. Doing frequent searches on topics will identify those occasions and give you a chance to show off your knowledge. Remember, good answers get retweeted. People who get retweeted get more followers. It is how you grow and establish yourself.
Twitter Lists
Create specific Twitter lists that are tailored for a specific logistics industry topic. This allows you to pay attention to what others are saying on the topic and they will be segmented from the rest of the updates. When you are following a lot of people, it is tough sometimes to filter out all the noise when you have certain things you are looking for. Lists help deal with that.
Monitor
Search Twitter search above – Take advantage of the search functionality to focus in on the topics that are of interest to you and your customers.
Tuesday, December 21, 2010
Channels for Social Media
Channels for using Social Media:
While the uses of social media are evolving daily as the platforms and tools change, the following are three general areas of opportunity for Logistics companies to leverage social media.
Social Media for Public Relations
Social media can be used as a tool to listen to, and engage customers. It can also be used as a way to share content and establish you as a thought leader in a specific market or niche. Know more than anyone else about pallet optimization, or ecommerce order fulfillment? Talk about it online. Think quality content that people want, not disruptive promotional sale pitches. This engagement can happen through blogging, participation in online communities, or other social media platforms. It is also an effective tool for understanding company perception in the marketplace as well as industry and competitive information.
Social Media for Employee Communication and Operations
Social media platforms are built largely for the simple purpose of facilitating communication. Many assume this has to mean communication with customers – but why not internal communication with or amongst employees? Companies with large field workforces (truck drivers, truckload field sales reps, etc.) can use social media to create and maintain a connection that improves day to day work performance as well as a cultural connection with peers. This was the original reason Twitter was created. Many companies are now using social media as their number one recruiting tool.
Social Media for Sales
Like any marketing tool, social media can drive sales and build brand awareness. It drives website traffic through the inherent Search Engine Optimization benefits. Customers and potential clients associate a company they see is active on the internet with specific services and contact that company when there is a need. For example, people in the market for a new Logistics Software system or ecommerce order fulfillment services WILL ask questions and for recommendations somewhere online. By “listening” in social media, potential clients indentify themselves – smart companies are there when they do.
While the uses of social media are evolving daily as the platforms and tools change, the following are three general areas of opportunity for Logistics companies to leverage social media.
Social Media for Public Relations
Social media can be used as a tool to listen to, and engage customers. It can also be used as a way to share content and establish you as a thought leader in a specific market or niche. Know more than anyone else about pallet optimization, or ecommerce order fulfillment? Talk about it online. Think quality content that people want, not disruptive promotional sale pitches. This engagement can happen through blogging, participation in online communities, or other social media platforms. It is also an effective tool for understanding company perception in the marketplace as well as industry and competitive information.
Social Media for Employee Communication and Operations
Social media platforms are built largely for the simple purpose of facilitating communication. Many assume this has to mean communication with customers – but why not internal communication with or amongst employees? Companies with large field workforces (truck drivers, truckload field sales reps, etc.) can use social media to create and maintain a connection that improves day to day work performance as well as a cultural connection with peers. This was the original reason Twitter was created. Many companies are now using social media as their number one recruiting tool.
Social Media for Sales
Like any marketing tool, social media can drive sales and build brand awareness. It drives website traffic through the inherent Search Engine Optimization benefits. Customers and potential clients associate a company they see is active on the internet with specific services and contact that company when there is a need. For example, people in the market for a new Logistics Software system or ecommerce order fulfillment services WILL ask questions and for recommendations somewhere online. By “listening” in social media, potential clients indentify themselves – smart companies are there when they do.
Sunday, December 19, 2010
Social Media for Logistics: Twitter Searches
Twitter offers a huge amount of information that can be quickly uncovered through simple, targeted searches. For a business, Twitter for Logistics can be a plentiful source of information related to its markets, competitors, and brand management. Great tools for searching on Twitter include http://www.hootsuite.com/ and http://www.research.ly/.
Brand and Reputation Management
Searching on Twitter, you will likely find mentions about your company. Listen to what people are saying and use Twitter as a way to have discussions with those people. Also use Twitter as a way to share good content that your target audience is interested in. If you provide this, people will start to seek you out.
Market Research
A great use of Twitter is to simply find information in the same way you would search on Google. Search on an industry topic or something relevant to your business and you will instantly find out what people are saying about it. It’s a great way to find out what ideas are on people’s mind. One huge advantage Twitter has as a search tool is that it is real-time. How many times have you searched on Google and the results were from an old blog post or website from 3 or 4 years ago? Do a comparison search on Logistics Transportation Software or Ecommerce order fulfillment warehouse and see if Twitter or Google provides better information.
Competitor Research
Similar to searching on your own company name, you can search on competitor’s name to learn about what is going on with them. You’ll see what people are saying about their products and services. It is great competitive insight.
Brand and Reputation Management
Searching on Twitter, you will likely find mentions about your company. Listen to what people are saying and use Twitter as a way to have discussions with those people. Also use Twitter as a way to share good content that your target audience is interested in. If you provide this, people will start to seek you out.
Market Research
A great use of Twitter is to simply find information in the same way you would search on Google. Search on an industry topic or something relevant to your business and you will instantly find out what people are saying about it. It’s a great way to find out what ideas are on people’s mind. One huge advantage Twitter has as a search tool is that it is real-time. How many times have you searched on Google and the results were from an old blog post or website from 3 or 4 years ago? Do a comparison search on Logistics Transportation Software or Ecommerce order fulfillment warehouse and see if Twitter or Google provides better information.
Competitor Research
Similar to searching on your own company name, you can search on competitor’s name to learn about what is going on with them. You’ll see what people are saying about their products and services. It is great competitive insight.
Top 5 Platforms Social Media for Logistics and Fulfillment Companies
As an introduction here are five platforms that have emerged as the most popular and effective for Logistics companies.
The most popular social networking site among business professionals is LinkedIn. The platform provides a way for individuals (and companies) to post information essentially like an online resume about themselves. The structure of LinkedIn creates a way for people to connect with other professionals and to open up a dialogue with other people either individually or as part of a group (see the Social Media for Logistics Group on LinkedIn). If your company’s audience is Logistics Managers or other C-Level Supply Chain Management people then LinkedIn is where you need to be.
Facebook is the most popular social networking site in the world – by far with over 500 MM users. Much like LinkedIn, users create and update profiles with information about themselves. Unlike LinkedIn, the information can be “hidden” more easily and also tends to be more personal in nature. The upside to Facebook is its popularity so the potential audience is huge. The down side is people’s use of the platform is largely kept amongst “friends”. Nonetheless, it offers a large opportunity to find and connect with people and groups.
Understand that YouTube is not just a place to post home videos. It is that of course, and many companies take advantage of the platform to post company videos, presentations, and even commercials. YouTube offers that ability to create your own “channel” to include video content focused on your company. YouTube is a great location to point customers for service information, employee training videos, company presentations, or any video content your company would like to share internally or externally.
Twitter is a “micro-blogging” site – which means users are able to send 140 word or less messages to people who “follow” them. Users follow, and therefore receive messages from people that interest them and have established themselves as experts on certain topics. This happens equally for business, personal, and entertainment. Many third party tools such as Hootsuite allow users to manage their Twitter presence more easily by integrating with other social media platforms (such as LinkedIn or Facebook). The most underrated benefit of using Twitter is as a Search Tool. Twitter is in many ways the most real-time platform for quality content, listen to conversations, and engaging.
Possibly the most powerful social media tool, blogging is the easiest and most immediate way to realize the benefits of social media. Free blogging platforms (such as Blogger, Wordpress, or Tumblr) provide a way for companies to distribute the content and information that customers are looking for, and take that crucial step in establishing themselves as the thought leader in their market. Expert on package optimization and ecommerce order fulfillment for frozen food, or transportation management software? Blog about it. Blogging also allows easy engagement with customers through comments and provides immediate Search Engine Optimization benefits. This means people find you on Google before your competitors.
The most popular social networking site among business professionals is LinkedIn. The platform provides a way for individuals (and companies) to post information essentially like an online resume about themselves. The structure of LinkedIn creates a way for people to connect with other professionals and to open up a dialogue with other people either individually or as part of a group (see the Social Media for Logistics Group on LinkedIn). If your company’s audience is Logistics Managers or other C-Level Supply Chain Management people then LinkedIn is where you need to be.
Facebook is the most popular social networking site in the world – by far with over 500 MM users. Much like LinkedIn, users create and update profiles with information about themselves. Unlike LinkedIn, the information can be “hidden” more easily and also tends to be more personal in nature. The upside to Facebook is its popularity so the potential audience is huge. The down side is people’s use of the platform is largely kept amongst “friends”. Nonetheless, it offers a large opportunity to find and connect with people and groups.
Understand that YouTube is not just a place to post home videos. It is that of course, and many companies take advantage of the platform to post company videos, presentations, and even commercials. YouTube offers that ability to create your own “channel” to include video content focused on your company. YouTube is a great location to point customers for service information, employee training videos, company presentations, or any video content your company would like to share internally or externally.
Twitter is a “micro-blogging” site – which means users are able to send 140 word or less messages to people who “follow” them. Users follow, and therefore receive messages from people that interest them and have established themselves as experts on certain topics. This happens equally for business, personal, and entertainment. Many third party tools such as Hootsuite allow users to manage their Twitter presence more easily by integrating with other social media platforms (such as LinkedIn or Facebook). The most underrated benefit of using Twitter is as a Search Tool. Twitter is in many ways the most real-time platform for quality content, listen to conversations, and engaging.
Possibly the most powerful social media tool, blogging is the easiest and most immediate way to realize the benefits of social media. Free blogging platforms (such as Blogger, Wordpress, or Tumblr) provide a way for companies to distribute the content and information that customers are looking for, and take that crucial step in establishing themselves as the thought leader in their market. Expert on package optimization and ecommerce order fulfillment for frozen food, or transportation management software? Blog about it. Blogging also allows easy engagement with customers through comments and provides immediate Search Engine Optimization benefits. This means people find you on Google before your competitors.
Saturday, December 18, 2010
Benefits of Social Media for Logistics and Fulfillment Warehousing
For logistics companies these benefits can run deeper that just a general improvement in brand awareness and leads. There are logistics companies already effectively using social media for a number of purposes:
There are hundreds of social media platforms on the internet. It is a world that is evolving fast, but definitely not going away. Social Media is not about being everywhere and talking to everyone. It’s just not realistic to do that.
- Carriers are proactively dealing with customer issues and complaints through Facebook and Twitter. Small parcel shippers FedEx and UPS are two good examples. 2011 Rate Increase.
- 3PL’s are posting loads on Twitter to help find carriers to cover loads – and conversely trucking companies are posting the location of equipment looking for loads to haul. Many truckload owner operators are very active on Twitter.
- A variety of logistics software companies are engaging potential clients by posting educational and informative content on topics that matter to their customers which drives traffic to their website.
- Other logistics companies are using social media to create social communities built around their core services, bringing clients and employees together into a virtual conversation.
There are hundreds of social media platforms on the internet. It is a world that is evolving fast, but definitely not going away. Social Media is not about being everywhere and talking to everyone. It’s just not realistic to do that.
Friday, December 17, 2010
What is Social Media and What Does it Mean for Logistics and Order Fulfillment
The Social Media universe can be described as the countless electronic platforms that offer ways for people and companies to connect and communicate with others through the internet.
The things that most people associate with using social media can include:
- “tweeting” a message on Twitter
- posting a video on YouTube
- connecting with a colleague on LinkedIn
- writing a blog post
These platforms are increasingly replacing older ways of communicating. Forget phone calls, and even traditional email has been replaced in some circles by Twitter and Facebook. It’s easy to argue the main purpose of the iPhone has little to do with talking on the phone these days, and most new models of smart phones are now being built primarily around the user’s ability to monitor multiple social networks.
The Benefits of Social Media:
The potential benefits of social media for Logistics and Fulfillment companies are very diverse.
More logistics software sales leads, increased ecommerce order fulfillment warehouse sales, better brand awareness, improved customer service, getting found on Google (Search Engine Optimization) are all very attainable objectives any company can expect to realize through the effective use of social media. Less obvious uses for social media include ways to gain operational efficiencies through better internal communication as well as ways to help create social networks amongst employees.
Thursday, December 16, 2010
Other Social Media Platforms for Logistics Companies to Explore
Social Media does not replace your company website - in fact it will enhance the experience for visitors on your site. Internet Marketing “101” states that every website must be continually updated with fresh and interesting content for visitors to keep coming back.
Here are some additional examples of popular social media platforms and sites. There are countless creative ways to leverage these technologies:
Here are some additional examples of popular social media platforms and sites. There are countless creative ways to leverage these technologies:
- Niche Social Networking Communities for Logistics/ Supply Chain: There are several social networking sites (such as www.Logipi.com) that provide a similar service to Facebook, but within a specific industry vertical or niche.
- Digg, Delicious: There are countless “social bookmarking” sites in which users suggest and vote on popular websites. Bookmark Ecommerce Order Fulfillment or Logistics Software.
- Flikr: A photo sharing site - think YouTube for photos.
- Vimeo: A site that helps users produce their own videos.
- Slideshare: For uploading and sharing presentations.
- uStream: A site for sharing live video in which you can basically create your own TV channel.
- Podcasts: A method of producing and distributing your own internet radio show.
- Ning: A platform for building your own Social Network.
- UserVoice: Tool for administering customer surveys.
- Yelp: Local business reviews.
- FourSquare: A site in which users “check in” at whatever location they are at and share the information with others.
- Wikipedia: A vast, community curated “encyclopedia” of information.
Introduction: Social Media for Logistics
NONE of us wants to hear yet again about how important social media is for our logistics business. Yet, ALL of us need to understand why we keeping hearing that drum-beat, and accept it’s the reality of business today. This is as true for you as a logistics services provider as it is for any other business out there, big or small.
The influence of social media (for better or worse) is impacting your business right now. Whether you are selling logistics transportation software or ecommerce order fulfillment warehouse services, your present and future customers are using social media and this influence is not something you decide to accept or ignore on your own terms – it is there.
Simply put, the effects of social media are there for you to take control of or be run over by.
The Bad News is that using social media effectively takes a long term commitment, the ROI can be tough to measure at the outset, and participation is mandatory.
The Good News is that the plan for making social media work for your business is not complicated and the benefits to your company can include more customer loyalty, new leads, and more efficient communication across your business.
The influence of social media (for better or worse) is impacting your business right now. Whether you are selling logistics transportation software or ecommerce order fulfillment warehouse services, your present and future customers are using social media and this influence is not something you decide to accept or ignore on your own terms – it is there.
Simply put, the effects of social media are there for you to take control of or be run over by.
The Bad News is that using social media effectively takes a long term commitment, the ROI can be tough to measure at the outset, and participation is mandatory.
The Good News is that the plan for making social media work for your business is not complicated and the benefits to your company can include more customer loyalty, new leads, and more efficient communication across your business.
Thursday, December 2, 2010
Social Media for Logistics
We have created a new group on LinkedIn called Social Media for Logistics.
The Social Media for Logistics Group is a forum for individuals to share and discuss their experiences with Social Media as it relates to supply chain logistics.
Our goal is to build the group forum into a reference resource with examples and advice on how to use Twitter, LinkedIn, Facebook, blogs, and other social media platforms.
Members include thought leaders from 3rd Party Logistics Companies, Supply Chain Professionals, Carriers, Shippers, Manufacturers, Marketing, Logistics/ Transportation Management Software providers, and Order Fulfillment, as well as Supply Chain Industry Researchers and Publications.
Please visit LinkedIn and join in on the conversation.
________________________
Social Media for Logistics Blog
Social Media Supply Chain
The Social Media for Logistics Group is a forum for individuals to share and discuss their experiences with Social Media as it relates to supply chain logistics.
Our goal is to build the group forum into a reference resource with examples and advice on how to use Twitter, LinkedIn, Facebook, blogs, and other social media platforms.
Members include thought leaders from 3rd Party Logistics Companies, Supply Chain Professionals, Carriers, Shippers, Manufacturers, Marketing, Logistics/ Transportation Management Software providers, and Order Fulfillment, as well as Supply Chain Industry Researchers and Publications.
Please visit LinkedIn and join in on the conversation.
________________________
Social Media for Logistics Blog
Social Media Supply Chain
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