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.