MultimediaStrategy Multimedia Strategy January 2014

SWOT B2B Social Media Trends + initiation aux réseaux sociaux Competitors on Social Media tableau récap examples B2B case study Recommendations & conclusions + BONUS: POTM 2

SCIENCE & METROLOGY SOLUTIONS SWOT CAMECA CAMECA Multimedia Strategy – January 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 4

SCIENCE & METROLOGY SOLUTIONS B2B Social Media Trends 2014 CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS B2B Content Marketing Usage CAMECA Multimedia Strategy – January 2014

Competitors on Social Networks 7

SCIENCE & METROLOGY SOLUTIONS Social Networks / Ametek brands ■EDAXNews ■EDAXNews - 7 followers, 539 views ■8 videos, last updated on 12/04/2012 ■Member since 30/08/2012 ■SPECTROAI ■SPECTROAI followers, views ■42 videos, last updated on 02/12/2013 ■Member since 29/07/2008 ■Vision Research ■Vision Research – 276 followers, views ■164 videos, last updated on 13/12/2013 ■Member since 14/01/ CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS Social Networks / Competitors ■Ion Tof ■Ion Tof - 11 followers, views ■2 videos, last updated on 12/04/2012 ■Member since 09/04/2011 ■TheJEOLink ■TheJEOLink - 25 followers, views ■10 videos, last updated on 17/12/2013 ■Member since 06/07/2011 ■Brukertv ■Brukertv followers, views ■21 videos, last updated on 17/12/2013 ■Member since 18/02/2010 ■Shimadzu Europa GmbH ■Shimadzu Europa GmbH followers, views ■61 videos, last updated on 12/04/2012 ■Member since 12/03/ CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS Social Networks ■83 tweets, 14 following, 189 followers ■5 903 tweets, 118 following, followers – – 237 tweets, 102 following, 297 followers – – 579 tweets, 5 following, 169 followers – – 0 tweets, 2 following, 10 followers  Big differences bitween different geographic zone! – – 424 tweets, 23 following, followers – – 2 tweets, 1 following, 308 followers 10 CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS Social Networks ■/visionresearch ■/visionresearch likes ■Joined FB on 18/03/ CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS Ion Tof ■Information regarding the events, share of photos, HR news… ■Not many followers (54) 12 CAMECA Multimedia Strategy – January 2014

B2B case study 13

Conclusions & Recommendations 14

SCIENCE & METROLOGY SOLUTIONS CAMECA Multimedia Strategy Goals Communication goals ■Direct contact with the customer ■Increase brand exposure and awereness ■Engagement ■Website traffic ■Improved SEO rankings 15 Business goals ■Lead generation & management ■Customer acquisition ■Leadership ■Customer retention/loyalty ■Sales (eventually) CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS Content Marketing ■Increased Importance of Content Marketing ■Create platform-specific, differentiated content to get the most out of each social network 16 CAMECA Multimedia Strategy – January 2014

SCIENCE & METROLOGY SOLUTIONS 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 17 CAMECA Multimedia Strategy – January 2014

BONUS 18