ロックダウン期の英国における、製造系中小企業のコンテンツマーケティング

 ロックダウン期の英国における、製造系中小企業のコンテンツマーケティング

このレポートでは、製造業を営むイギリスの中小企業8社を取り上げています。各社のウェブサイトやソーシャルメディア・アカウントから、ロックダウンに対するスタンス、投稿コンテンツ、そしてそのパフォーマンスを分析しました。(英国では3月23日からロックダウンが始まっています)

TAMLOのウェブサイトはこちらです。> https://tam-tamlo.com/

3f69c8a986a3acf5552f3b618020d7b4?s=128

Yuichi Ishino

April 28, 2020
Tweet

Transcript

  1. 2.

    In this briefing we have chosen 8 manufacturing SMEs in

    the UK. We have analysed their websites and social media pages to understand their stance towards lockdown, what content they include on both and how successful they have been. ͜ͷ؆қϨϙʔτͰ͸ɺ੡଄ۀΛӦΉΠΪϦεͷதখاۀ8ࣾΛऔΓ্͛ͯ ͍·͢ɻ֤ࣾͷ΢ΣϒαΠτ΍ιʔγϟϧϝσΟΞɾΞΧ΢ϯτ͔Βɺϩο Ϋμ΢ϯʹର͢Δελϯεɺ౤ߘίϯςϯπɺͦͯͦ͠ͷύϑΥʔϚϯεΛ ෼ੳ͠·ͨ͠ɻʢӳࠃͰ͸3݄23೔͔ΒϩοΫμ΢ϯ͕࢝·͍ͬͯ·͢ʣ
  2. 3.

    AW Precision Industry ۀք Manufacturing Sub industory ۀछ Punch &

    Die Products / Tooling Accessories / Gas Springs Annual revenue ೥ؒച্ £6-£10 million *9ԯ-15ԯԁ Year founded ઃཱ೥ 1972 Communication Channels ίϛϡχέʔγϣϯνϟωϧ Twitter, LinkedIn, YouTube, Flickr Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Yes https://www.awprecision.co.uk/
  3. 4.

    Twitter Analysis https://mobile.twitter.com/awprecision?lang=en Twitter Post Frequency ౤ߘස౓ 1-2 posts per

    week Average No. of Engagements per posts ౤ߘ͋ͨΓͷฏۉΤϯήʔδϝϯτ 7 Theme of posts ౤ߘςʔϚ Acknowledging crisis and supporting health organisations ίϩφՒΛҙࣝ͠ɺҩྍػؔΛαϙʔτ Aw precisionࣾͷTwitterΞΧ΢ϯτɻTwitterͷϔομʔը૾Λม͑ɺܒൃతͳϝο ηʔδΛஸೡʹଧͪग़͍ͯ͠Δɻ։ۀͷ৘ใ΋ఆظతʹ఻͑ɺސ٬ͱͷίϛϡχέʔ γϣϯ΋ສશɻ҆৺ײΛ༩͍͑ͯΔɻ
  4. 5.

    LinkedIn Analysis https://mobile.twitter.com/awprecision?lang=en LinkedIn Post Frequency ౤ߘස౓ 1 post per

    week Average No. of Engagements per posts ౤ߘ͋ͨΓͷฏۉΤϯήʔδϝϯτ 20 Theme of posts ౤ߘςʔϚ Acknowledging crisis and supporting health organisations ίϩφՒΛҙࣝ͠ɺҩྍػؔΛαϙʔτ Aw precisionࣾηʔϧεϚωʔδϟʔͷϦϯΫτΠϯɾΞΧ΢ϯτɻ͔͜͜Βձࣾͷ ৘ใͳͲΛൃ৴͍ͯ͠ΔɻTwitterͱ౤ߘ಺༰ͳͲΛϦϯΫͤͯ͞޿͘ϦʔνΛ֫ಘɻ TwitterͰ͸ࣈ਺੍ݶͰॻ͚ͳ͍ਂ͍಺༰Λ౤ߘ͍ͯ͠Δɻύʔιφϧͳϝοηʔδͱ ΋ಡΈऔΕΔ͕ɺඇৗʹڞײ͕Ͱ͖Δɻ
  5. 6.

    Allsops Industry ۀք Manufacturing Sub industory ۀछ Sheet Metal Design

    & Engineering Annual revenue ೥ؒച্ £6-£10 million *9ԯ-15ԯԁ Year founded ઃཱ೥ 1959 Communication Channels ίϛϡχέʔγϣϯνϟωϧ Website only, Do not use social media ΢ΣϒαΠτͷΈ Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Yes http://www.allsops.co.uk/
  6. 7.

    Website Analysis http://www.allsops.co.uk/ Website Description place هࡌ৔ॴ Top page, header

    τοϓϖʔδͷϔομʔ෦෼ Description هࡌ಺༰ Celebrating 60 years of excellence in sheet metal manufacturing! Allsops are key workers through out the COVID19 epidemic, supporting the NHS with ventilator fabricated parts Description translation هࡌ಺༰ͷ೔ຊޠ༁ γʔτϝλϧͷ੡଄Ͱ60೥ΛތΔ࣮੷ɻίϩφ΢Π ϧεͱઓ͏ݱࡏɺΘͨͨͪ͠Allsops͸ɺݺٵثͷ෦ ඼੡଄ͰNHSʢΠΪϦεͷҩྍʣΛαϙʔτ͍ͯ͠ ·͢ɻ Allsopࣾͷ΢ΣϒαΠτɻͱͯ΋γϯϓϧͰ΢ΣϒαΠτ΋৽͠͞͸ͳ͍͕ɺτοϓ ʹίϩφ΢Πϧεʹؔ͢ΔϝοηʔδΛஔ͘͜ͱͰे෼ʹಉࣾͷऔΓ૊Έ΍ߟ͑ํΛ ఻͑ΒΕ͍ͯΔɻ
  7. 8.

    Ability Projects Industry ۀք Manufacturing Sub industory ۀछ Fan coils

    Annual revenue ೥ؒച্ £6-£10 million *9ԯ-15ԯԁ Year founded ઃཱ೥ 2000 Communication Channels ίϛϡχέʔγϣϯνϟωϧ Website only, Do not use social media ΢ΣϒαΠτͷΈ Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Yes https://www.abilityprojects.com/
  8. 9.

    Website Analysis https://www.abilityprojects.com/covid-19 Website Description place هࡌ৔ॴ Featured page ಛผϖʔδ

    Description هࡌ಺༰ The current situation surrounding COVID-19 continues to pose many challenges for all businesses. We want to play our part in limiting the impacts on our customers and partners. The health and wellbeing of our colleagues and our customers remains our number one priority. We are continually reviewing and responding to guidance and advice from both the World Health Organisation and Government, and will update our processes and practices as necessary to ensure the safety and wellbeing of all. ……
 …… Description translation هࡌ಺༰ͷ֓༁ ຊϖʔδʹͯɺجຊతͳରԠํ਑Λ؆͔ܿͭਅ伨ʹ ·ͱΊ͍ͯΔɻैۀһͱސ٬ͷ݈߁ͱ҆શ͕ୈҰɻ Abilityࣾͷ΢ΣϒαΠτͷτοϓɻ΢ΣϒαΠτ্ʹʮ৽ܕίϩφ΢Πϧεʯʹؔ͢ ΔಛઃϖʔδΛઃ͚ɺͦ͜ͰձࣾͷجຊతͳରԠํ਑Λ؆ܿʹ·ͱΊ͍ͯΔɻ޻৔ͷ ৘ใͳͲ΋ఴ͑ΒΕ͓ͯΓɺैۀһ΍ސ٬ʹͱͬͯ҆৺ࡐྉʹͳ͍ͬͯΔͷͰ͸ͳ͍ ͔ɻ
  9. 10.

    Parsons Peeble Industry ۀք Manufacturing Sub industory ۀछ Electromechanical products

    Annual revenue ೥ؒച্ £20-£30 million *30ԯ-45ԯԁ Year founded ઃཱ೥ 1898 Communication Channels ίϛϡχέʔγϣϯνϟωϧ LinkedIn, Facebook Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Yes https://www.parsons-peebles.com/
  10. 11.

    LinkedIn Analysis LinkedIn Post Frequency ౤ߘස౓ 1-2 posts per week

    Average No. of Engagements per posts ౤ߘ͋ͨΓͷฏۉΤϯήʔδϝϯτ 12 Theme of posts ౤ߘςʔϚ Acknowledging crisis and supporting health organisations ίϩφՒΛҙࣝ͠ɺҩྍػؔΛαϙʔτ Parsons PeebleࣾͷLinkedInΞΧ΢ϯτɻLinekedInΛ௨༷ͯ͡ʑͳ৘ใΛൃ৴ɻ NHSʢΠΪϦεͷҩྍαʔϏεʣͷܒൃతͳ౤ߘΛγΣΞͨ͠ΓɺࣗࣾͷίϩφՒʹ ର͢ΔऔΓ૊ΈΛ঺հͨ͠Γɺੵۃతʹҙٛͷ͋ΔίϯςϯπΛ౤ߘ͍ͯ͠Δɻ
  11. 12.

    Dunphy Industry ۀք Manufacturing Sub industory ۀछ Boiler and burners

    systems Annual revenue ೥ؒച্ £6-£10 million *9ԯ-15ԯԁ Year founded ઃཱ೥ 1964 Communication Channels ίϛϡχέʔγϣϯνϟωϧ Website only, Do not use social media ΢ΣϒαΠτͷΈ Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Temporarily closed ྟ࣌ดۀ http://www.dunphy.co.uk/
  12. 13.

    Website Analysis Website Description place هࡌ৔ॴ Top page and featured

    page τοϓϖʔδͱಛผϖʔδʢ୅දϝοηʔδʣ TOP Description τοϓϖʔδͷهࡌ಺༰ Link to the MD's message and the announcement about the Easter shutdown ίϩφ΢Πϧεʹؔ͢Δ୅දϝοηʔδͱɺΠʔελ ʔͷ௕ظٳՋͷҊ಺ http://www.dunphy.co.uk/ Dunphyࣾͷ΢ΣϒαΠτͷτοϓɻ໨ཱͭҐஔʹʮ৽ܕίϩφ΢Πϧεʯʹؔ͢Δ৘ ใͷϦϯΫΛܝࡌɻ·ͨɺྟ࣌ٳۀͷ͓஌Βͤʹ͍ͭͯ΋ஸೡʹهࡌ͍ͯ͠Δɻεϖ Ξ෦඼ͷۓٸରԠʹ͍ͭͯ͸ి࿩൪߸Λܝࡌ͠ɺސ٬ʹ҆৺ײΛ༩͍͑ͯΔɻ
  13. 15.

    JH Lavender Industry ۀք Manufacturing Sub industory ۀछ Precision aluminium

    diecasting Annual revenue ೥ؒച্ £10-£20 million *15ԯ-30ԯԁ Year founded ઃཱ೥ 1917 Communication Channels ίϛϡχέʔγϣϯνϟωϧ Website only, Do not use social media ΢ΣϒαΠτͷΈ Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Temporarily closed ྟ࣌ดۀ https://lavender-diecast.co.uk/
  14. 16.

    Website Analysis Website Description place هࡌ৔ॴ Top page τοϓϖʔδ Description

    هࡌ಺༰ Due to the recent government announcement, JHL have made the decision to temporarily close the business from 31/3/2020. We plan to re-open on Monday 20/4/2020 but in the meantime, we are here to support you in any way we can. If your enquiry is urgent, then please contact via e-mail at the info address and one of our team will get back to you as soon as is reasonably possible. Our inbox will be checked regularly to ensure we provide you with ongoing support should you need it during this challenging time. Description translation هࡌ಺༰ͷ֓༁ ຊϖʔδʹͯɺٳۀظؒΛ໌هɻϝʔϧͰ͸ۓٸର ԠՄೳͱͯ͠Ϣʔβʔʹ҆৺Λ༩͍͑ͯΔ JH Lvenderࣾͷ΢ΣϒαΠτɻϖʔδͷτοϓʹΞοϓσʔτΛهࡌɻۓٸͷ৔߹͸ ϝʔϧͰ࿈བྷΛૹΔΑ͏ɺΘ͔Γ΍͘͢఻͍͑ͯΔɻސ٬΁ͷ҆৺Λ༩͑Δϝοηʔ δͱͳ͍ͬͯΔɻ
  15. 17.

    Formaplex Industry ۀք Manufactuaring Sub industory ۀछ Lightweight engineering solutions

    Annual revenue ೥ؒച্ £20-£30 million *30ԯ-45ԯԁ Year founded ઃཱ೥ - Communication Channels ίϛϡχέʔγϣϯνϟωϧ Website, LinkedIn, Twitter, Facebook, Instagram, Youtube, Vimeo Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Yes https://www.formaplex.com/
  16. 18.

    LinkedIn Analysis LinkedIn Post Frequency ౤ߘස౓ 1 post per week

    Average No. of Engagements per posts ౤ߘ͋ͨΓͷฏۉΤϯήʔδϝϯτ 71 Theme of posts ౤ߘςʔϚ Acknowledging crisis and helping to build medical supplies ίϩφՒΛҙࣝ͠ɺ͔ͭҩྍث۩Λ੡଄ FormaplexࣾͷLinkedInΞΧ΢ϯτɻස౓ͷߴ͍ߋ৽Ͱɺސ٬΍ωοτϫʔΫͱͷີ ͳίϛϡχέʔγϣϯΛऔ͍ͬͯΔɺίϯςϯπ΋ɺಈըɺ޿ใతͳҩྍث۩ͷ੡଄ αϙʔτͷϝοηʔδɺΦϐχΦϯ౤ߘͳͲόϥΤςΟʹ෋ΈɺΤϯήʔδϝϯτͷ ֫ಘ཰΋ߴ͍ɻ༗ࣄͷίϛϡχέʔγϣϯͷ͓खຊͱͳΔΞΧ΢ϯτӡ༻ͱͳ͍ͬͯ Δɻ
  17. 19.

    M J Quinn Industry ۀք Manufacturing Sub industory ۀछ Integrated

    services Annual revenue ೥ؒച্ £50-£75 million *75ԯ-120ԯԁ Year founded ઃཱ೥ 1978 Communication Channels ίϛϡχέʔγϣϯνϟωϧ Website only, Do not use social media ΢ΣϒαΠτͷΈ Staying open during the crisis ։ۀ͍ͯ͠Δ͔ Yes https://mjquinn.co.uk/
  18. 20.

    Website Analysis Website Description place هࡌ৔ॴ Top page, Featured page

    τοϓϖʔδͱಛผϖʔδ Description هࡌ಺༰ At MJ Quinn we are working with our Clients and Customers to keep our people and the general public safe by limiting the spread of COVID-19. MJ Quinn play a vital role in keeping the UK connected, building and maintaining critical infrastructure to support many businesses including the NHS and Ministry of Defence as well as giving thousands of homes much needed connectivity, which is why many of our roles have been given ‘key worker’ status. The safety of our people and the public remains our priority which is why we are now focusing on essential works only. Our engineers have been advised not to enter customer premises. A vast amount of the work we complete is outdoors, in open spaces, where social distancing rules can be adhered to. We will continue to monitor and follow Government advice and guidelines. The safety of our engineers and the public is paramount. Description translation هࡌ಺༰ͷ֓ཁ ඞཁෆՄܽͳاۀ׆ಈʹߜͬͯΦʔϓϯ͍ͯ͠Δ͜ ͱΛڧௐɻސ٬Λ҆৺͍ͤͯ͞ΔɻFAQΛઃ͚͍ͯ Δ఺͸ɺ͔ͳΓ্खͳίϛϡχέʔγϣϯɻ https://mjquinn.co.uk/2020/03/24/covid-19-coronavirus/ MJ Quinnࣾͷ΢ΣϒαΠττοϓͱಛผϖʔδɻࡍཱͭͷ͸ɺʮ৽ܕίϩφ΢Πϧ εʯʹؔ͢ΔFAQΛಛผϖʔδͰܝࡌ͍ͯ͠Δ఺ɻސ٬໨ઢɺϢʔβʔ໨ઢͰͲ͏͍ ͏ٙ໰͕͋Δ͔࿅ΒΕ͓ͯΓɺඇৗʹΘ͔Γ΍͍͢ɻ͜Ε͸೔ຊاۀͰ΋Ԡ༻Ͱ͖Δ ΋ͷɻ
  19. 21.

    Key Takeaways ·ͱΊ Some manufacturing SMBs are still open but

    some have reduced hours or are temporarily closed. ੡଄Λߦ͏ΠΪϦεͷதখاۀ͸ɺͦͷ΄ͱΜͲ͕·ͩ։ۀ͍ͯ͠Δ͕Քಇ࣌ؒΛݮΒ͍ͯ͠Δɻ The most successful social media posts are the ones that emphasise how their businesses are helping to fight the coronavirus and how they are supporting the government departments. ιʔγϟϧϝσΟΞͷ౤ߘͰ੒ޭ͍ͯ͠Δ΋ͷͷ΄ͱΜͲ͸ɺίϩφ΢Πϧεʹର͕ͯࣗࣾ͠Ͳ͏ੈͷதʹߩݙ͍ͯ͠Δ͔ɺͲ͏ެతػؔͷαϙʔτΛ͍ͯ͠Δ͔Λ఻͍͑ͯΔɻ
 The least successful social media posts are the ones that do not acknowledge that there is a current crisis. ίϩφ΢Πϧεͷݱঢ়ʹରͯ͠ҙࣝతͰͳ͍ιʔγϟϧϝσΟΞͷ౤ߘ͸ආ͚ͨํ͕Α͍ɻ
 More successful companies are changing their social media profile image and copy to support tackling Coronavirus. ιʔγϟϧϝσΟΞΛ͏·͘࢖ͬͯίϛϡχέʔγϣϯ͍ͯ͠Δձࣾ͸ɺϓϩϑΟʔϧը૾Λม͑ͨΓɺίϩφ΢Πϧεͱͷઓ͍ʹର͢ΔαϙʔτΛίϐʔϥΠςΟϯάͰදݱ͠ ͍ͯΔɻ
 The best PR for any business in manufacturing is to use resources to help build medical equipment needed to fight coronavirus. ҩྍݱ৔ͷ՝୊Λ੡଄ͷ؍఺͔Βαϙʔτ͢Δಈ͖͕͋ΔɻϦιʔεΛॊೈʹ׆༻͠ɺࣗ෼ͨͪʹͰ͖Δ͜ͱ͸ͳʹ͔ɺߟ͑ɺൃ৴Ͱ͖͍ͯΔձࣾ͸ධՁ͞Ε͍ͯΔɻ