social media strategy
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Social Media Strategy
September 2013
GBR
Social Media Strategy for GBR 1. Why now? 2. Social Media in Brazil 3. GBR Diagnoses
• Company • Competitors
4. Planning 5. Goal and Strategies 6. Tools 7. Monitoring 8. Metrics / KPIs 9. Mobile Marketing 10. Future / Inspiration
Social Media Revolution Introduction Video http://www.youtube.com/watch?v=9SBKtdYLRUM
Social Media: Why now? Social Media has become the #1 activity on the
Web
We will no longer search for products and services . They will find us via Social Media.
Social Media is the Human Interation x Internet-Basis Technology
The social web accelerated the rate on Business Relationships and Information Shared
People now use social technologies to help shape
the world’s future Consumers are no longer passive. They are active
producers. Allowing people on Sharing Content, Personar Opinions, Swap Perspectives and Insights
Years to reach 50 Million Users...
Radio – 38 years TV – 13 years
Internet – 4 years
Ipod – 3 years
Facebook added 100 million users in 8 months
Years to reach 50 Million Users...
Radio – 38 years TV – 13 years
Internet – 4 years
Ipod – 3 years
Facebook added 100 million users in 8 months
A new generation has become true...
All time connected
Real x Digital?
Personal exposure
Communication Velocity
Everything, everywhere , anytime
GBR should be a Content Provider...
•78% of consumers trust peer recommendations, 14% trust on advertisement
• Social Media isn’t a fad , it’s fundamental shift in the way we communicate
• Listening first, Selling second
•Content providers!
• Social Business enables the transformation from Brand to Media!
Social Media in Brazil • 2 in each 3 of Brazilian (Bigger than World Rate) interviewed users make use of Social media
to express their opinions about purchases that they have done online or phisically. *
• 40% make use of Social media as a source of search and information in order to purchase something*
• 3 in each 4 minutes in Social Media are used on Facebook**
• 1 in each 7 online minutes are spent on Facebook **
*Source: Estudo E-life 2012 **Source: Estudo Comscore 2011
What do they search for? Acess internet from home (91,0%), they are heavy users – spend more than 40h online per week (28,3%), Conect to social media and chat online (84,8%) e watch TV while use the internet (50,6%), They are aware of new Social Medias once, 58,1% made at least one new subscription in the last 3 months.
The main goal on internet is to make contact with friends and relatives. (43,1%).
Source: Estudo E-life 2012
How do they access? Notebooks (60,9%) Mobile/smartphones (56,2%): The mobile usage has increased from 44,8% (2011) to 56,2%, (2012)
The tablet acesses doubled - 5,6% (2011 ) para 11,5% (2012).
*Source: Estudo E-life 2012
Purchase Process is changing... Before – Stimulus first contact with product (1st MOT) Use experience (2nd MOT) Nowadays – Potential Customers use the internet and Social Media to search for product reviews, price comparison and exchange infos among friends and unknown people before the first contact with products and services. This new moment is called ZMOT, Zero Moment of Truth (ZMOT).
How do Customers trust on messages? • To what extent do you trust the forms of advertising?
Source: Nielsen Global Trust in Advertising Survey Q3, 2011
How do Customers trust on messages? • To what extent do you trust the forms of advertising?
Source: Nielsen Global Trust in Advertising Survey Q3, 2011
GBR Focus in 2013/2014
Social Media x Generations x Trends
Nowadays, the category
Millennials (Gen Y) and Gen X
are more likely to recommend
the products online on
Facebook and ask opinions to
their friends online.
The Social Media Process in GBR
GBR Diagnoses
1. GBR Company Analisys What is the company/brand? Pump Manufacture Company Act on the segments: Building Services (Domestic and Commercial Services), Industry and Water Utility. Products: Pumps and Pump Systems GF Purpose: ‘’ Grundfos is a global leader in advanced pump solutions and a trendsetter in water technology. We contribute to global sustainability by pioneering technologies that improve quality of life for people and care for the planet.’’ Communication main goal: Promote Grundfos image as a leader in advanced pump solutions and a trendsetter in water tecnology.
1. GBR Company Analisys Customers and Partners
Customer Group Description Quantity Contacts
21 = End-user Cliente Final
Empresas/ residências/ Pessoa Jurídica que utilize bombas ou sistemas de bombeamento para operação de plantas próprias (utilidades, plantas de sistema de serviços, processo de produção)/Sistemas de Irrigação/ Redes de distribuição de água tratada/ Plantas de Tratamento de Água/ Edifícios comerciais,residenciais /Escola/Hospital/Hotel, etc. 544
22 = Wholesaler/Distributor Distribuidor/ Revendedor
Distribuidor/Revendedor/Centro de Jardinagem,/ Lojas de Ferramentas,etc. vendendo bombas e sistemas de bombeamento e soluções completas para instaladores, clientes finais ou outras ações e intermediários, etc. 1204
23 = Contractor Construtoras
Empresas Construtoras/ responsáveis e especializadas em engenharia e fornecimento de projetos turnkey na construção de plantas industriais, na instalação de linhas de processos industriais, infra estrutura geral, Plantas de Tratamento de Água e Esgotos Municipal e Privada, edifícios e outras obras em geral. 588
24 = OEM OEM
OEM/Indústria de sistemas que produzem equipamentos onde bombas e sistemas de bombeamento representam uma parte deste equipamento (ex. máquinas operatrizes, unidades de tratamento de água, aquecedores, torres de resfriamento, etc.). 241
25 = Installer Instaladores
Empresas Instaladoras, encanadores e outros profissionais que são especializados em instalação de bombas ou sistemas nos consumidores. 16
26 = Well-driller Perfuradores de Poço Profundo
Empresas especializadas em perfuração de poços profundos (os quais frequentemente também fornecem bombas, tubos e outros acessórios para poços), mas que geralmente não estão envolvidos em construções civis. 1
27 = Aid organisation Organizações de Ajuda
Organizações que compram/financiam bombas para projetos de ajuda e desenvolvimento(ex. ONGs, ONU, AGÊNCIAS HUMANITÁRIAS,etc) -
28 = Pump repair co. Assistentes Técnicos Empresas onde o principal negócio é a assistência técnica no reparo de bombas e/ou motores elétricos. 10 29 = Facility Management Empresas Gerenciadoras
Empresas que administram consertos de bombas/reposição de peças como parte de um contrato de prestação de serviços através de terceiros. 3
30 = Consultant Consultores
Empresas ou pessoa física que atua como especificador de bombas ou sistemas de bombas para edifícios, plantas de tratamento, estações de bombeamento de água e esgoto, etc. 3
31 = Outros Outros Qualquer outro tipo de cliente que não está propriamente definido no Grupo de clientes. 50
Total: 2.660 customers
Grundfos HQ
Production Distribution Customer
Well Drillers
Commercial buildings Maintenance Mgr. Mark
DAB
Domestic Building Services
Distribution Sales
Service Partner
Customer Expectations: Commercial Background / Transaction Sales Oriented
Relationship Driven
Relationship Transaction and Relationship
Distributor
Dealer Home owner
Installer / pool man
1. GBR Company Analysis
Project Sales Commercial Building Services
Building Owner
Products Distribution Customers
Transaction and Relationship
Grundfos HQ
Customer Expectations: Highly skilled project manager, handle complexity
System and Technical knowledge Communication focus
Consulting engineer
Distributor
Constructor
Sub-contrator
1. GBR Company Analysis
Industry
Grundfos HQ
Products Distribution Customers
OEM Consulting Engineers
Machine tools I.e. Automobile
Industry
Water Treatment
Cooling I.e. food processing,
industries hospitals etc.
Direct Sales
Consulting Engineers
Transaction & Relationship
Relationship
Customer Expectations: Extensive product and technical know-how Understand customer needs
Partnership focus
Distributor
1. GBR Company Analysis
1. GBR Company Analysis
Grundfos HQ
Products Distribution Customers
OEM Consulting Engineers
Water Treatment
Municipality Companies
Direct Sales
Consulting Engineers
Transaction & Relationship
Relationship
Customer Expectations: Extensive product and technical know-how Understand customer needs
Partnership focus
Water Utility
• Among the customers who know Grundfos the image is very good
• Grundfos products perceived as high quality, robust, reliable
• Good technical support (incl. CAPS)
Strenths • Awareness of Grundfos is low • Delivery time is still a weaknesses • Some Sales Channels sell copy products like
CRI, Darka, RUDC • Grundfos and DAB brand confusion • Lack of focus in specific business opport.
Weaknesses
• Pressure boosting market in São Paulo (change from water reservoirs to pressure boosting)
• Major competitors (Industrial) not very structured and visible (few marketing activities)
• Low Competitors presence on SM
Opportunities • Problems with copy products from China are
increasing (CRI gave pumps for free last year)
• New competitors arrive in Brazil every year (E.g: Vansem, CRI Pumps – India)
Threats
1. GBR Company Analisys Swot Analisys
KSB19%
Schneider8%
Imbil7%
Dancor5%ABS
6%Grundfos
5%Thebe
4%Leão4%
Ebara4%
Flygt3%
Others35%
1. GBR Company Analysis Maket Share – All Segments
KSB No Klout There is no mention on Social Media on their Brazilian’s Website.
Facebook KSB Brasil - Company page 70 likes, inactive. KSB Zurich AG com 8 likes, inactive. Community
Twitter @KSBUSA with protected twitts,. 49 followers and 64 tweets.
Youtube KSB Company with 30 vídeos, 105 subscribers, 11.288 views – more active KSB USA with 16 vídeos, 44 subscribers No user related to Brazil Some videos not produced by KSB – Focus on testing videos
2. Competitors Analisys
Last update: September 13th
Wilo
Não há conta brasileira no Twitter ou Facebook Sem registro no Klout
Facebook WILO SE - Enligh Language – 1047 likes, 77 talking about it – more active. Focus on sports competition (?) Wilo USA LLC com 70 likes, last activity in June/2013
Twitter @Wilo_SE- 48 followers and no activity never @WILOUSALLC - 169 followers,97 tweets. Last actitivy August 30. Frequency 15 days in each post.
Youtube Canal WILO SE - 14 vídeos, 50 subscribers, Last upload: August 2013 Canal WILOUSALLC – 4 videos. Last update in nov/2012, 482 views and 6 subscribers
2. Competitors Analisys
Last update: September 13th
ABS – Sulzer Klout SulzerLtd = 43
Facebook Sulzer AG - 10 likes e 2 publicações, ambas de dezembro/2012 Sulzer Brasil - 294 likes. Last activity in Sept. 02. Focus on career and subjects related to employees.
Twitter @SulzerLtd - Group and English 1047 followers and 714 tweets. Not regurlarly updates. Keep more than 10 days without posting anything
Youtube SulzerLtd –Group and English - 15 vídeos com 106.308 visualizações no total. Last video updated on July 2013. Videos frequency 4 months. 203 subscribers
2. Competitors Analisys
Last update: September 13th
Xylem Klout = 52
Facebook Xylem Watermark (social programme) - 5.265 likes. Around one post per day. Xylem Water Solutions - 787 likes.
Twitter @XylemInc - 1856 seguidores. 3 or 4 tweets per day
Youtube Canal Xylem Inc. - 44 vídeos – 19.309 exibições - 130 inscritos Canal Xylem Watermark (sobre o projeto social) - 11 vídeos em diversas línguas - 708 exibições - 13 inscritos
2. Competitors Analisys
Last update: September 13th
Imbil Facebook Imbil - 111 likes. Uso banal com apenas 3 postagens e nenhuma relacionada à empresa. Primeiro post em 05/11/2012 e última atualização
em 07/01/2013
Twitter @Imbil_bombas - 107 seguidores, média de 1 tuíte/dia e intervalo de atualização de até 20 dias. última atualização em 6/7/2012.
Youtube Canal Bombas Imbil, com 2 vídeos e 41 visualizações Ebara Mídias sociais inexistentes para a divisão de bombas da empresa.
2. Competitors Analisys
Last update: September 13th
Planning
GBR as a... ..... High Content Provider!
Planning: GBR as a Content Provider Editorial Planning
30% Curated (other channels) ‘’Look what we have been reading...’’ http://www.usinagem-brasil.com.br
http://www.alimentosebebidas.com.br/ www.tratamentodeagua.com.br
http://www.meiofiltrante.com.br/ http://www.revistatae.com.br/
http://www.arandanet.com.br/midiaonline/hydro/ Grundfos Engineering
40% Produced Case Stories - atuais ou Revistas GF Technical Issues: Life Cycle Costs, Pump Handbook, Revistas Grundfos, etc Catalogues – Link to Slide Share Dicas de como instalar, de como usar uma bomba
20% Corporate tier Sustainable afforts – Link to Youtube Events, Seminars – Link to Flickr Values – Link to Linkedin Grundfos Purpose – Link to Linkedin Grundfos Academy – Ask for subscribers Grundfos Academy – Fazer Concursos, Cursos abertos apenas para quem se inscrever online Nos. da Empresa x Economia
Planning: GBR as a Content Provider Editorial Planning
Non-corporate tier Inspirational quotes; Fun (pictures, Keep calm...) ; Day contests; Promotions; Sorteios Crowdsourcing (Ruffles and the new flavour); Soccer – Try to involve fans; etc.
10% Real Time • Top Fans: who was the most engaged person in my page? • Weather changes – MTECH x Cost effectiveness • Energy Consumption • Check-ins on Foursquare (should be relevant: Exhibition, Seminar, etc.) • Multiple- channel Communication: 50% of interviewed people in Brazil
confirms that they watch TV while they are online. Make use of call to action to social media (like hashtags). Souce of info should be the Journals, for ex.)
• On a good fan Birthday: Say congrats online • Make use of googlehottrends / Google Trend Topics to get to know the hottest trends at the moment in Brazil. • Holidays: Int. Water Day, Woman’s Day, etc
Planning: GBR as a Content Provider Editorial Planning
Which Social Media Tools GBR will choose:
Facebook.com.br/grundfosbrasil
Youtube.com.br/grundfosbrasil
Linkedin.com/company/grundfosbrasil
About.me/grundfosbrasil
Flickr.com/photos/grundfosbrasil/
Slideshare.net/grundfosbrasil
https://plus.google.com/113350779825735368550 (Still trying to personalize the link)
Published
Not yet Published
Which Social Media Tools GBR will choose:
Foursquare – for Grundfos Brasil
Foursquare – For Grundfos Academy
Foursquare – For Recife and RJ
Google Places – Grundfos Brasil
Published
Not yet Published
Content Strategy Produced Curated Corporate Non-
Corporate Real Time
Publication Calendar x Frequency (Sept.) Produced Curated Corporate Non-
Corporate Real Time
1x week MONDAYS
12h00
When relevant
When relevant
When relevant
When relevant
When relevant When relevant
When relevant When relevant
1x week WED. 12h00
1x week MONDAYS
1x week WED.
1x week MONDAYS
1x week WED.
When relevant
When relevant
Publication Calendar x Frequency (Sept.) Produced Curated Corporate Non-
Corporate Real Time
1x week MONDAYS
12h00
When relevant
When relevant
When relevant
When relevant
When relevant When relevant
When relevant When relevant
1x week WED. 12h00
1x week MONDAYS
1x week WED.
1x week MONDAYS
1x week WED.
WHY – MON/WED – 12h?
When relevant
When relevant
Publication Calendar x Frequency (Sept.)
*Source: Estudo E-life 2012
Publication Calendar x Frequency (Oct.+) Produced Curated Corporate Non-
Corporate Real Time
1x week MONDAYS
12h00
When relevant
When relevant
When relevant
When relevant
When relevant When relevant
When relevant When relevant
1x week WED. 12h00
1x week FRIDAYS
12h00
1x week MONDAYS
1x week WED.
1x week MONDAYS
1x week WED.
1x week FRIDAYS
Publication Calendar Planning: Monthly (one month before publications) Brainstorming meeting: Montly
Social Media Team
Social Media Team Social Media Team Coordinator Editorial Team for Branding / Corporate for all SM Viviane Lorenzetti Support for the Press Agency Editorial Team for DBS, CBS and WU for all SM Isabela Carvalho Support for the Press Agency Editorial Team for Academy, IND and Service for all SM Esther Elias
Designer (Shared with other activities and segments) Third Partner - Gustavo Caceres SM Agency Responsible for Daily Relationship with fans and followers on Social Media. Quick responses. Forward messages to the SAC Team for a quick resolution Monitoring Third Partner – Marcia Maia
Social Media Team P&S Responsible for content/tools on Linkedin Maria Clara Viviane Lorenzetti
Editorial Team for DBS, CBS, WU, IND and Service André Luis Garrido Allysson Maranho Fabiana Teixeira / Renato Zerbinatti (?)
Social Media Team
Service Responsible for Quick Customer Service regarding
Service and After-sales Thayse Lima (?)
Responsible for Quick Customer Service regarding
Product Installations or Components Mauricio Carqueijo
Sales/CSU Responsible for Quick Customer Service into Social Media regarding Sales and Orders. Lucia Cristo
SAC 2.0 • New Customer Service (Before 1.0) • The Customer Service Area for Social Media should be focused on : Problem Solution Contact Center between customer and company (Sales, Orders, Services) Solving Doubts
• Main Goal: Customer Total Satisfaction!
• Volumetry? The Ideal Size for SAC. • How many customers do we have? How many do you believe we will have problems
• NOTE! Social Medias will not solve the problems we have internally Social Media will show to our customers that we have the best customer service and that we solve your problem. GBR should be aware that customers will complain online, and we must be quick on the responses GBR cannot choose not to work with SAC on Social Media. They are not separated.
SAC 2.0 Benchmark
• Tempo de atendimento medio: GBR Reclamações Até 1 dia (útil) para dar ok na mensagem recebida Ou para responder diretamente – caso FAQ, etc. Comentários Até 2 dias (úteis) para dar um posicionamento ao cliente
Case: @bradesco
Policies / Documentation
- Policy for General Employees – DONE
- Policy for SAC Team – IN PROGRESS
- Policy and Guidelines for Press Agency – IN PROGRESS
- Script for Quick Customer Service for Press Agency – IN PROGRESS FAQ Contact List Brochures Most used Links Contacts for each Target Group / Similar to the Contact Page on website
GBR Social Media Strategy
Goals Grundfos to be more known
and recognized in the Market Help the Segments to reach their
own Budget
Bigger and Better database the target group needed for increasing sales
Improve the Relationship between Customers, Partners and GBR
Goals Strategy • Grundfos to be more known and
recognized in the Market
• Help the Segments to reach their own Budget
• Bigger and Better database the target group needed for increasing sales
• Improve the Relationship between Customers, Partners and GBR
• Promote Customers or Prospects Engagement Build Relationship with them; Engage with the brand; Learning from their experience Provide the opportunity for getting to know the company and getting in contact directly, Provide de opportunity for Open conversations.
• Branding and Positioning: A good image for the brand The best Pump Manufacturer in Brazil Sustainable and Responsible company Product High Quality Reliability / Trustful partner A Full Line Supplier Innovation / Techonology A Perfect Partner to count on (Help building knowledge through Academy and SM)
• Get to know better our customers and the market needs Listen to people , promote good discussions, ask them questions.
Target Group for SM Already and Direct Customers:
Wholesalers/Distributors OEM Service Partners Focus Build Relationship and Engagement Provide Produced Content for
Sales/Service purpose: Case Stories, Product info, etc. Provide Corporate Content Provide Non-corporate Content, Brand
Experience Provide Real Time infos
‘’Non-direct ‘’ Customers
End user Contractor Consultants Students Prospects Focus: Build Relationship and Engagement Provide Content: Pump and Market
Knowledge, etc. Promote Corporate - Grundfos Brand Provide Curated Content Provide Non-corporate Content, Brand
Experience Provide Real Time infos
Social Media Tools
/Grundfos Brasil
Why Facebook? 80% of users prefer to connect with brands through Facebook 73milllion Brazilians are on Facebook now. (May, 2013). 1/3 of Internet Brazilian users has FB. Most popular Social Media in Brazil #1. Second country with more users in the world, after USA. Most used Apps for Social Media is Facebook Relationship with Brands: 74,0% of Facebook users like fanpages They are attracted to offers and exclusive opportunities, interesting content, online chat or product and service news.
Source: Terra
Facebook.com/GrundfosBrasil
Facebook Goals Focus on Engagement – Likes, Shares and Comments Focus on Recomendations of Products and Services 500 likes up to December 2013 1000 likes up to March 2014
Produced Content: Case Stories, Knowledge Sharing, etc. Focus on Training and Knowledge Focus on Curated Content: GBR is a content provider Focus on Corporate: GBR is a well structured company / Image / Reputation Focus to Build Relationship (Open and Online Channel)
Why Youtube?
Youtube Is the second largest engine in the world / Half of internet users acess Youtube in Brazil 1billion users in the world. 800 million unique users visit Youtube each month / Worldwide Good tool for ‘’How to’’ videos
Source: Terra
Youtube.com.br/GrundfosBrasil 166 views YTD
Youtube Goals
Focus on getting followers Produced Content: Knowledge Sharing, Academy, How to Videos , etc. Focus on Curated Content: GBR is a content provider Focus on Corporate: GBR is a well structured company / Image / Reputation
Why Linkedin? Professional Social Media – Search for Business
and professionals Talents aquisition 200 million users in the world 11 million users in Brazil Decision makers are 3,4% of users 2,7 million companies have a Linkedin Company
Page 518.771 followers have relationship with these
companies. 5,7 billion professionally oriented searches (2012)
Focus on Recommendations of Products and
Services
80% of companies are using linkedin as their primary tool to find employees
Source: Linkedin Brazil
Linkedin.com/companies/in/GrundfosBrasil
Linked in Responsabilities
P&S - Publicar vagas e gerenciá-las - Responder as perguntas
relacionadas a duvidas das vagas - Comunicar Linkedin para os
funcionários e incentivá-los a curtir a companhia
- Investir em trabalhar os Valores, atributos e cultura da empresa para conseguir atrair os melhores profissionais
Social Media Agency - Responder as perguntas
inbox sobre a Empresa e seus Produtos e Serviços
- Postar conteúdo sobre empresa/branding
- Create Business Groups Discussions
Marketing - Coordenate Social
Media Agency and P&S into Linkedin
- - Take care of the online reputation and image of the company
Linkedin Goals Focus on Getting Followers (3,4% are decision makers) Focus on Recomendations of Products and Services Focus on Talent Acquisition Focus on Corporate Communication Focus on Training and Knowledge
Why Slide Share? Wide-open opportunity to get exposure SlideShare helps professionals discover
companies through content A creative and different way to present
content You are allowed to have links inside of
the presentations, so you can make beautiful call-to-actions that lead to email opt-ins, product sales or Facebook likes.
Rank very well in Google with minimal effort
60 million visitors a month from a highly professional audience.
Very powerful tool for Industrial segment
Customers are using it. (Comarx, 1000 views for Wide Range)
Slideshare.net/GrundfosBrasil
123 views in less than 1 week!
Slide Share Goals Express Knowledge Sharing, Grundfos Values Focus on Content Provider Focus on Curated Content: GBR as a content provider Focus on Corporate: GBR is a well structured company / Image / Reputation
Support tool for Facebook and G+ Focus on using PPT, Pfds and images to tell a story. Creating Great Experiences Focusing on the why rather than the what
Why Flickr?
Images will play larger roles in the software and experiences we try to create - As technology allows richer media experiences with better browsers, internet speeds, and devices,.
The big hero image is our first attempt at creating an experience rather than an informational brochure.
A form of Story telling
Images on the web have grown in popularity with the rise of mobile, photo enhancement apps, and blazing internet speeds.
Make your content more expressive
Flickr Goals
Focus on using images to tell a story. Creating Great Experiences Support tool for Facebook and G+ Focusing on the why rather than the what. How the user will feel using our product, how
their lives will change, images help us do that.
Flickr.com/GrundfosBrasil
About.me Goals
Ties/Organize the social networking profiles like Facebook, Twitter, Linkedin Help on SEO searches Express your entire online identity on social media while keeping your individuality.
About.me is just all about you around the web. About.me allows you to build a single online identity You can save the space required to your profile links, websites, blogs on your business card ,
etc.
Why About.me?
Focus on Corporate: GBR is a well structured company Focus on Image / Reputation: Professional Focus on a Good Online Identity on Social Media
About.me/GrundfosBrasil
G+ Goals
Brainchild of the world’s most powerful search engine, Google Google Plus is on track to overtake Twitter as the world’s 2nd largest social media site,
assuming that the momentum doesn’t slow. 33% percent with 359 million users on internet visit Google Plus Good for SEO optimiztion Users are now spending twice as much time on Google Plus than they did Grundfos is a Think Ahead company
Why G+?
Be present Help on SEO optimization Copy of FB and Youtube content (Short Therm)
G+ (URL not personalized yet)
https://plus.google.com/#113350779825735368550/posts
Why Foursquare? 25 million people on Foursquare and 3 billion check-ins 1:1 level Foursquare has become an increasingly helpful tool for local businesses and national brands
trying to connect with consumers Businesses on Foursquare will be able to see more of their recent customers’ activity You can now monitor the quality of service through the comments left on Foursquare You can even improve the experience of a consumer by sending them a frequent customer
coupon or reward based on their check-in behavior. Ability to explore businesses and activities around customers.
Foursquare Goals Inspire customers, employees and visitors to Check-in at the factory or at Grundfos Academy Monitor the quality of service between Factory, Academy and Branches
Foursquare Grundfos GBR
Grundfos Academy Branch PE Branch RJ
Why NOT Others
Twitter Internal Structure required Bigger Social Media Team required Customer Service well designed and implemented More useful for B2C business now Instagram More useful for B2C business Pinterest 90% is women Brazilian users. Not relevant for out Target people now.
Monitoring and Metrics
Brands should control 3 aspects:
How to monitor? Facebook Insights Likes
People talking about it
People reached
How to monitor? Facebook Insights Viral Effect
Metrics – 1st Step Facebook: 500 Likes up to December 31st 2013 1000 Likes up to March 2014
Reports from SM Agency
- Type of Report to receive: Weekly
Weekly Report should be similar as:
Mobile Marketing
GBR Website for Mobile
Free platform! IN PROGRESS
Notebooks (60,9%) Celulares/smartphones (56,2%): Uso de celular/smartphone cresceu de 44,8% (2011) para 56,2%, (2012) O acesso a tablets dobrou - 5,6% (2011 ) para 11,5% (2012).
Communication
How to communicate then?
Internal Communication
Sou
rce:
Tal
ent 2
020
Sur
vey
Goal: Engage Grundfos Employees through Social Medias Why GBR should engage Employees?
Before communicating to customers the first and most importantly thing is to engage with our employees
Internal Communication
Sou
rce:
Tal
ent 2
020
Sur
vey
Goal: Engage Grundfos Employees through Social Medias Why GBR should engage Employees?
Before communicating to customers the first and most importantly thing is to engage with our employees
Strong link between employee engagement and employee satisfaction and that employee satisfaction and retention go hand in hand.
Internal Communication
Sou
rce:
Tal
ent 2
020
Sur
vey
Goal: Engage Grundfos Employees through Social Medias Why GBR should engage Employees?
Before communicating to customers the first and most importantly thing is to engage with our employees
Strong link between employee engagement and employee satisfaction and that employee satisfaction and retention go hand in hand. Company’s ability to communicate effectively and transparently goes a long
way toward building employee trust in leadership, strengthening job satisfaction and retaining top workers.
Placemates for Canteen
The GBR Internal Campaign
Promotional Banners
E-mail Marketing
External Communication (Target Group) - Via E-mail Marketing – Globase (2013)
- Via Website (2013/2014) Quick access - E-mail signatures (2013/2014)
- Corporate Material Wide Range (2013) Business Cards (2014) Brochures and Folders (2014) - Corporate Events Fitabes (2013) Academy (2013/2014) - Etc.
Quick Plan for Launch Sept 2nd to Sept. 06 – Defining the Calendar for September. - Done Designing Internal Material Launch – Canteen, Banners, Reception - Done Sept. 09 to October– Start publishing / testing - Done Planning content for October Preparing and Designing images, videos, etc (Foursquare) and Academy (SM and Foursquare) Sept. 13th to 20th at Fitabes Focus on gathering Fans and Followers (Customers and Target Group) through Exhibition - Done Sept. 23 a 27 – Finalizing images and items for October Plan a GBR Meeting and Breakfast for Launch / Policies October – Official Launch and guidelines ready for GBR employees
Future /Inspiration
• Ads for Facebook?
• SAC 2.0 e Twitter?
• CRM GRUNDFOS: How CRM will deal with SM?
• Remarketing
• Mobile App?
• Sustainable Blog
Thank you for your attention
Viviane Lorenzetti Marketing and Academy Coordinator GBR
vlorenzetti@grundfos.com
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