032

THE MARKET | FEBRUARY/MARCH 2012

C
elfrino specialises in fhe delivery of smarf
supply chain managemenf solufions fhaf
reduce fhe cosf of managing and operafing
supplychains. By eliminafing nonsfrafegic and
nonvalueadd supplychain adminisfrafive
acfivifies, fhese solufions allow users fo focus on
core revenuegenerafing acfivifies. Vifh cusfomers
such as BVG (SPAR Ireland), fhe Musgrave Group
and ADM Londis, Celfrino plafforms processed
approximafely c| Lillion worfh of invoices in zo11.
PART OF THE MARKETING MIX
Affer joining Celfrino as Head of Marlefing in
zoo, Michael O`Brien Legan focusing on fhe
company`s online presence, Leginning wifh
a revamp of ifs weLsife fo incorporafe social
media funcfionalify. Ve have always recognised
fhe imporfance of social media and sef aLouf
addressing fhis when we reLranded fhe company
fo Celfrino in early zo1o," he fold J^[CWha[j.
Alongside redesigning our weLsife and marlefing
collaferal, we Legan fo Luild a profle for ourselves
on social media plafforms such as LinledIn. Before
any of fhis fool place, we underfool exfensive
marlef research, including leyword analysis fo
undersfand words Leing used online Ly cusfomers,
indusfry commenfafors, analysfs and compefifors."
Celfrino Legan worling wifh STEAK Digifal,
a UK digifal marlefing agency, in zo11 fhrough
The Social Media Programme offered Ly Refailer
Solufions (see panel). This programme was
developed Ly Enferprise Ireland`s London offce
fo supporf esfaLlished Irish companies seeling
fo adopf social media as parf of fheir Lusiness
developmenf sfrafegy in fargefing fhe UK.
STEAK helped us fo increase our lisfening
capacify, as lisfening is a ley funcfion of Luilding
a social media plafform," O`Brien said. Lisfening
and undersfanding fhe marlef enaLled Celfrino
fo increase ifs reach info new marlefs and secfors.
In SepfemLer zo11, we launched our Llog as fhe
cenfral poinf for confenf disfriLufion. Ve also added
SlideShare and YouTuLe as well as several ofher
plafforms for confenf seeding and disfriLufion."
Qualify confenf on ifs weLsife and corporafe
Llog is helping Celfrino fo differenfiafe ifself from
compefifors and fo improve ifs search engine
opfimisafion, he Lelieves. In order fo leep confenf
currenf, new posfs are released fhree fimes per weel.
RELEVANT, UNIQUE AND FREQUENT
Michael has fhree ley poinfs fo offer companies
looling fo engage online: Firsfly, confenf musf Le
relevanf fo fhe audience. Busy people do nof have fhe
fime fo read maferial fhaf does nof relafe fo fhem.
Secondly, informafion musf Le unique
you should nof repeaf and paraphrase. If your
confenf is unique, fhere is a good chance fhaf if
will Le reused, which ensures fhaf you are seen
as a relevanf and frusfed source of confenf.
Lasfly, I would sfress fhe imporfance of
frequency if is crifical fo mainfain frequency so
fhaf you sfay on fhe radar of your fargef audience(s).
Frequency can Le defermined in parf Ly fhe fype
of confenf and who is Leing fargefed, Luf af a
Lare minimum, if should Le once per weel."
Celtrinos Head of Marketing, Michael OBrien, tells Aislinn
Mahon about using social media to communicate with IT
buyers in the retail industry.
SOCIAL MEDIA
AS PART OF THE
MARKETING MIX
SELLING TO THE RETAIL SECTOR
033
FEBRUARY/MARCH 2012 | THE MARKET
SELLING TO THE RETAIL SECTOR
Retailer
Solutions
AN INDUSTRY NETWORK
FOR THOSE SELLING TO
THE RETAIL SECTOR
C
eltrino is one of over 100
Irish Companies selling
next-generation solutions into
the retail sector. Launched in late
2011, Retailer Solutions is an
industry network, co-ordinated
by Enterprise Ireland, to bring
together Irish technology
providers from across the retail
and ecommerce value chain, as
well as professional-services and
consumer product companies
selling into retail in the UK and
Europe. (See the Change in Store
article in the June/July issue of
The Market.)
Activities include shared
learning events for companies and
introductions to buyers. Celtrinos
Michael OBrien was one of the
speakers at the Retailer Solutions
CEO Forum this February,
which explored the use of social
media, retail in Germany and
multichannel retailing.
A Retailer Solutions blog
has also been launched as an
online tool for companies to
promote themselves to buyers
in the retail industry. See www.
retailer-solutions.com or talk
to aislinn.mahon@enterprise-
ireland.com
Information must
be unique you
should not repeat
and paraphrase.
If your content is
unique, there is a
good chance that it
will be reused.