Grundfos Brazil Social Media Strategy

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

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).

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

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.

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
RelationshipTransaction and Relationship
Distributor
Dealer
Home
owner
Installer /
pool man
1. GBR Company Analysis

Project SalesCommercial
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

Industry
Grundfos
HQ
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

Grundfos
HQ
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
Swot Analisys

KSB
19%
Schneider
8%
Imbil
7%
Dancor
5%ABS
6%
Grundfos
5%
Thebe
4%
Leão
4%
Ebara
4%
Flygt
3%
Others
35%
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

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

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

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.
YoutubeCanal Bombas Imbil, com 2 vídeos e 41 visualizações
Ebara
Mídias sociais inexistentes para a divisão de bombas da empresa.

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
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
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.)
Corporate
Real Time
1x week
MONDAYS
12h00
When relevant
When relevant
When relevant
When relevant
When relevantWhen relevant
1x week
WED.
12h00
1x week
MONDAYS
1x week
WED.
1x week
MONDAYS
1x week
WED.
When relevant
When relevant

Corporate
Real Time
1x week
MONDAYS
12h00
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 (Oct.+)
Corporate
Real Time
1x week
MONDAYS
12h00
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 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

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 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

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
 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

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.

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:

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).

Internal Communication
Source:Talent2020Survey
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.

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

Grundfos Brazil Social Media Strategy

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