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