Maytronics and Social Media

Or 'how can social media help Maytronics position itself as an industry leader and increase sales'

Marketing Concepts

VS

Traditional Marketing

One wayCompanies delivered their message to the customers, but the customers couldn't talk back. For example:

Traditional Marketing

BroadcastThe message was delivered from one (the company), to many (the clients).

For example:

Traditional Marketing

Took TimeOnce the company sent out the message, it took time to see the effect.

New Marketing

Two wayCompanies deliver their message to the client, and the client can answer.

For example:

New Marketing

NetworkThe message is sent from many (the clients) to many (the clients again).

For example:

New Marketing

Instant FeedbackThe effects of the message are seen within hours, not months.

For example:

New Marketing MediumsOr, 'What's this social media, anyway?'

Social Media is...Blogs

Forums

Social networks (Facebook, LinkedIn, Google+)

YouTube

News sites(CNN, BBC, Wallstreet Journal)

Link to video

Social Networks

Social Media affects the way we buy

Over 23 million people discover new brands or products through social media 22.5 million use social media to learn about unfamiliar brands or products Nearly 18 million are strongly influenced in their purchase decisions by their friends' and peers' opinions in social media Over 15 million refer to social media before making purchase decisions

Companies and Social MediaOr, 'What's in it for me?'

Create a Community

A strong presence on social networks gives your customers a place to talk about your product and share their epxerience with their friends.

Engaging Users

Social platforms enable you to engage your users, giving them real value for being your loyal Facebook fans.

At the end of the day, it comes down to ROI

For example, if it costs me $15,000 to increase my brand awareness by 30%, and my profits go up $200,000, my ROI is $185,000.

Social Media SuccessesOr, 'Show me the money'

Reach

Bloggers talking about your company and brand is an excellent way to meet new audiences.

In 2009, Ford ran an event for women bloggers. Their name appeared over 130 million timesover the next few months.

Case study

Social InteractionsFacebook shares, Twitter likes and YouTube views mean more customers being introduced to you and the value your brand brings.

In 2009, Dyson released videosof their new product. The videoswere viewed 1.8 million timeson YouTube.

Case study

Link to video

Social Sales

Using contests, draws and coupons, companies have actually increased sales and word of mouth recommendations

Nando’s' competitor refused to honoura coupon, so Nando's posted a blogthat promised to honour the coupon at their own restaurants.

Case study

Metrics, metrics, metricsOr, 'What can I measure?'

Number of Page Fans ('Likes') People Talking About This ('TAT') Shares

Number of Followers Retweets and @Mentions Influence

Localisation MattersOr, 'Parlez-vous français ?'

Where are they from? What language do they speak? What time do they browse the Internet? What events do they celebrate?

Know your audience

For example...Updates should be posted at 13:00. American companies posting for Australians, need to post at 5 in the morning for maximum visiblity. English Facebook ads work fine with English speaking coutries. For others use their native langauge - French, German, Spanish, etc. Use local events to promote your product. 'Get your pool cleaned in time for the post-SuperBowl party' will only work in certain countries.

But...There's always a company

Social Media Policy...

Link to video

For example:

● Be polite.● Don't delete posts - answer criticisms.● Don't ask questions you don't want

answered.● Answer promptly. Remember - Everything you say will be amplified back at you. Negative or positive.

Social Media = Hard Work

For a sustained social media effort, you will need at least:● 2 posts a week on Facebook and Twitter● YouTube videos to support marketing campaigns● To be able to provide customers with answers on

Twitter and Facebook● A monthly blog post Social Media Requires Time and Effort!

Case StudyOr, 'Has this actually worked for anyone?'

2009, Ford started their campaign

Get people to experience the new Ford Build reputation and brand preference Increase sales

Goals

1000 Mile challangeDrive a car 1,000 miles on one tank of gas BlogHerBlogger event for women bloggers Full company integrationAll employees used their blogs, and Twitter and Facebook accounts, to support Ford

2009 Ford social media activites

And the results?

YouTube vidoes - 2.5 million social media impressions, with 25,000 views in one week. Blogging event: 134 million social media impressions. The influencers’ intent to purchase went up to 80%.

At the end of 2009, Ford posted first full-year market

share gain since 1995

The Pool Industry Competition

Or, 'OK, so what are we up against?'

5,000,000 US Pool Owners

Facebook: 800 likes, daily updatesTwitter: 3 accounts (US and Spanish)

Facebook: 465 likes, little activity

Facebook: 5000 likes, weekly updatesTwitter: 200 followers, update twice a week

Facebook: 1492 likes, very active

No social presence

So What Now?or 'how can Maytronics use social media?'

1. Setting objectives, for example:a. Brand awarenessb. Sales increasec. New product launch

2. KPI (Key Performance Indicator):a. Likesb. Social mentionsc. Blogger reachd. Lead generation

Getting Started

3. Define the social media playground:a. Facebookb. Twitterc. YouTubed. Bloggers

4. Choosing an international and/or a local approach

Getting Started

Pilot Option I: Launch New Product

Or, 'Liberty is good to go'

Liberty Launch in the US

Start a fictitious blog about the life of a man with a pool robot with a cable, and show the difficulties. Tripping over the cable, dog chewing through the cable, kids using is as skiping rope. Then announce the new cable-free robot. The blog should be spread via forums and other blogs, videos spread via YouTube.

1. Objective: Sell 1,000 units in the first year2. 2. KPI (Key Performance Indicator):

a. YouTube viewsb. Social mentionsc. Blogger reachd. Sales

Liberty Launch in the US

3. Main Playground:a. YouTubeb. Bloggers

Videos of the Liberty, for example:● Cleaning pools dressed up as Wall-E, SpongeBob or

the Mars Rover● What can be done while robot cleans pool

Liberty Launch

Pilot Option II: Product Awareness in

Australian MarketOr, '1,000,000 people are waiting'

1. Objective: Brand recognition in Australian market

2. KPI (Key Performance Indicator):a. Blogger reachb. Social mentionsc. Salesd. Facebook likes

Australian Market

3. Main Playground:a. Blogger eventb. Facebook

Blogger event for popular blogs about DIY, swimming poolsBeing active in forums, blog comments that talk about cleaning pools, swimming pools, eco-friendly pool solutions, etc.

Australian Market