Social Media Framework

Social Media
Strategic Directions Activation Evolution
February 2016

• Objectives
• Social Roadmap
• Target Audiences
• Channels Lineup
• KPIs & Benchmark
• Measurement Plan
• Social Activation
• Spark Activation
• Performance Activation
• Retail & Commerce
• Year-End Activities
• Expanding Influence
• Community Management
• Planning Calendar
Summary

What Are Our Objectives?
Social Media Strategic Objective
Create an action oriented visual experiential lifestyle brand experience
with a highly engaged consumer audience in support of marketing objectives.
Market Growth
Category Leadership
Lead Generation
Conversions
U.K., Spain, France

What Will Social Media Look Like?
Social Objects & Campaigns
Experiential Brand Experiences
Owned, Earned & Paid Media
Community Support

o Social activation for Spark and Performance model promotion to create actionable
awareness and consideration for the sport among a broad targeted aspirational audience
mapped to four key personas
o Sharable campaigns, content and promotions to leverage Spark to ‘re-spark’ all PWC
category leaderships with an emphasis to appeal specifically to the NFA target persona
o Experiential branded content to tap into customer emotions
feelings and aspirations (sport as fun, easy and accessible)
o Consistent flow of paid and earned (organic) editorial to
stimulate higher levels of reach, virility and lead generation
o Pilot test programs pushing the edge of nascent / growing channel
adoption and consumer activation
o Community management to build on momentum into the peak summer riding months
and into non-peak seasonal months for 2017 carry over

Who Will We Target?
First Time PWC Buyers
Adder / Replacer PWC Owners
Sea-Doo Owners

Persona Mapping (Four Core Segments)
New Family Achiever The Motorhead The Cottager The Striver

New Family Achiever (NFA)
REC LITE SEGMENT AUDIENCE
The new family achiever likes to socialize with friends. He is at a stage in his life where
he can actually start again to do the types of activities he was attracted to and share
them with family. He is starting to establish the pillars of his life and the dreams he is
pursuing.
Location
France , Spain, United Kingdom
Socio-Demo Target
Male, 25–39 years old, Household income $105K, Professional, white collar, Young kids.
First time buyer. Key Need: Family Fun.
Purchase Drivers
Price. Light weight. Nimble and easy to maneuver. Look / overall design is cool. Simple
and easy to use. Easy to transport.
Motivators
They have started settling down, and want to make memories with family. Image
conscious. Cost of entry into the sport needs to be manageable.
Usage
They will use the product more for casual riding than for tow sports, and are more likely
to use it on freshwater lakes and to trailer it than current customers. They also tend to
be owner of a SUV, mid- or full-size sedan. 9% own a powerboat, 47% own a
motorcycle, 33% own an ATV, 14% own a snowmobile.
Key Research / Shopping Behaviors
Spends more time online than the average Sea-Doo customer. Web, online product
reviews on 3rd party sites, blogs or user group sites are among the top research
sources. More technologically savvy (own an iPhone, a smart phone or a video game
console).
88% Facebook, 34% Twitter, 89% YouTube.
1
Engagements . Lead Generation
Ownership & Family Fun Aspiration
Persona Mapping

Motorhead
PERFORMANCE SEGMENT AUDIENCE
Power, speed and adrenaline are what drive this consumer. Make it faster and they will
want it. Make sure you keep these guys happy as they will talk about the experience
with friends and family – in person or online.
Location
Socio-Demo Target
Male, 40 years old. Household income $127K. College educated, affluent. Likely to be
adder/replacer. Key Need: Speed/Performance.
Purchase Drivers
Top-end speed. Look. Horsepower. Handling in rough waters.
Motivators
Like having modification capabilities and adjustable options, but may not always use
them. New product news.
Usage
They don’t ride PWC as a family activity. It’s more about them. 19% own a powerboat,
26% own a motorcycle, 35% own an ATV, 10% own a snowmobile.
Most likely to decide on brand/model before going to dealer. They are often the first to
learn about product news and form opinions early in the season. This group is the most
social savvy of our line-up audiences and are likely to go to specific online destinations
to do the most research.
65% Facebook, 62% YouTube, 17% Twitter, 20% blogs.
2
Bigger, Better, Faster Performance Aspiration
Persona Mapping

Cottager
LUXURY SEGMENT AUDIENCE
For them, a PWC is just another family toy at their cottage. They enjoy them but are not
that involved in the sport. These consumers just want an easy, hassle-free experience
that lets their family and friends have fun.
Location
Socio-Demo Target
Male, 50 years old. Household income $162K. Professional, white collar. Teenage/older
children. Owns a cottage/second home. Has experienced PWC, but likely first time
buyer. Key Need: Practicality.
Purchase Drivers
Reliability. Good value for the money. Overall handling. A great deal.
Motivators
He has money but is mindful of how to spend it. Wants no hassle, peace of mind.
Makes the best use of vacation/weekend time. Wants to spend time with family and
friends.
Usage
He may not be driving the most, but rather sharing equal time on the PWC with his
kids/family/friends. 31% own a powerboat, 23% own a motorcycle, 22% own an ATV,
7% own a snowmobile.
Top sources this target will use for research include: manufacturer’s website, online
product reviews, peer recommendations and brochures. They are more likely to talk to
a dealer to research on their brand/model. Less likely to visit PWC-specific
blogs/forums. Least tech and social savvy of the Sea-Doo audiences.
60% use YouTube, 50% use Facebook, 9% use Twitter.
3
Family Fun & Why Not? Aspiration
Persona Mapping

Striver
PERFORMANCE & LUXURY AUDIENCE
They buy a PWC to show off. It gives them status. They want the latest and greatest,
however don’t always have the money to afford it. They are willing to finance and go
into debt to get this status symbol. They buy new and replace often – it’s no use having
a PWC if it isn’t better than the other guys.
Location
Socio-Demo Target
Male, 45 years old. Household income $123K. College educated, Trade. 45% have kids.
Likely to be adder/replacer. Key Need: Image.
Purchase Drivers
Technology and features. Style/color. Acceleration/ horsepower. Financing offers.
Motivators
They are buying to fulfill a personal need (I have the latest/greatest). Stands out from
the crowd, makes them feel younger. A brand their kids will like.
Usage
More likely to ride on their own. They are more likely to be riding on large lakes. They
are least likely to use for tow sports. 28% own a powerboat, 26% own a motorcycle,
23% own an ATV, 9% own a snowmobile.
Most likely to go into the dealership with the brand/model already decided. He will do
his own research. The internet is most trusted media source. They are likely to visit the
manufacturer website, PWC-forums, and other consumer websites to obtain
information. Very tech savvy and are likely to own the latest devices.
59% Facebook, 57% YouTube, 14% Twitter.
4
Image & Status Aspiration
Persona Mapping

Where Will We Engage?
Facebook Social Hub
Facebook Live
YouTube
Instagram
Google+

2016 Channel (Platform) Evaluation
Facebook Facebook Live Instagram Google+
Purpose & Use
• Social hub & community
• Awareness - customer
experience
• Engagements, sharing,
assisted lead generation
• U.K & France - most
active (popular) social
channel
• Spain – second most
active (popular) social
channel
Purpose & Use
• Experiential platform
tied to Facebook and
growing Livecasting
popularity
• Bring remote audiences
to Live events for a
personalized real-time
‘live’ branded experience
• Ideal to broadcast live
news and events from
year-end boat shows
Purpose & Use
• Use corporate profile
photo assets for FB
content marketing
• Cross-promote Global
channel to share content
with FB audience
• Seek European content
posting opportunities on
corporate profile
• Test, measure and
analyze benefits for
targeted Ads to
European targets
Purpose & Use
• SEO benefits
• Activate profile and re-
purpose FB content for
added search discovery
• Use new photo album
and collections features
• Maintain hosted video
library
• Measure influence and
learn
• Re-visit channel purpose
in Q4 for 2017
YouTube
Purpose & Use
• SEO & video asset library
• Organic & Paid video
discovery
• Continued SEO and
playlist management
• Select YouTube
advertising as special
videos warrant and as
Ad budget available
• Cross promotion of
channel for subscribers
and views to Facebook
Fans

Comparative Landscape Snapshot
Brand / Channel Sea-Doo
Yamaha Watercraft
(Waverunner)
Kawasaki PWC Honda PWC
Facebook
27.181
(Europe)
39.006
(Global)
-- --
Twitter
101 (Spain)
11.1K (Global)
9.491
(Global)
-- --
YouTube
144
(Europe)
7.133
(Global)
-- --
Instagram
33.2K
(Global)
9.298
(Global)
-- --
Google+
0 (Europe)
730 (Global)
-- -- --
(European Social Presence & Followers )

How Will We Determine Success?
Post Reach
Engagement Rate
Fan Base Growth
Assisted Conversion
Greater Reach > Greater Engagements > Greater Fans > Greater Web Traffic > Greater Leads

Apr. 1 -
Dec. 31
2015
Fan
Count
Weekly Net
Fan Growth
Owned
Posts
(Total)
Consumption
Post Rate
(All Clicks)
Amplification
Post Rate
(Shares)
Conversation
Post Rate
(Comments)
Applause
Post Rate
(Likes)
Organic
Post
Reach
Paid
Post
Reach
Total
Post
Reach
Page
Engagement
Rate
Assisted
Web
Traffic
Sea-Doo 27.181
53
Avg.
221
176,46
Avg.
6,88
Avg.
4,11
Avg.
75,90
Avg.
1.848
Avg.
6.908
Avg.
8.756
Avg.
1,28%
Avg.
TBD
2015 - KPI / Metric Benchmarks
Effective Page Reach ER formula = daily page engaged users / daily page content reach (unique users) – Avg. Facebook Page Reach ER: 6,27% of people reached – Aug. 2015 Locowise
April – Dec 2015

2016 - KPI Target Goals
Incrementally increase
Facebook Organic Post Reach
Average QoQ by 40% in 2016
- Continue to optimize a post / spend ratio
mix of organic and paid reach for better
budget efficiencies
- Maximize organic post reach and post virility
for active campaigns via post optimization
with continuous analysis
- Organic Reach and not Paid is the best
indicator for how well content is resonating
with targeted audiences
Reach – Engagements – Fan Count – Conversions
ORGANIC
POST
REACH
1848
2588
3626
5072
1000 2000 3000 4000 5000
2015
Q2 2016
Q3 2016
Q4 2016
Average Organic Post Reach

Increase Facebook Page
Reach Engagement Rate
to +4.0% average in 2016
- Optimize content mix for maximum
interactions and share-ability
- Leverage content resonance trends into
virility for active campaigns
- Leverage UGC and Fan enthusiast support
for greater influence and impact
FAN
ENGAGEMENTS
Daily Page Engaged Users
(clicks, likes, shares, comments)
Daily Page Total Reach
= Reach Engagement Rate
(unique users)
1.28
4.00
0.00 1.00 2.00 3.00 4.00
2015
2016
Effective Page Reach ER formula = daily page engaged users / daily page content reach (unique users) – Avg. Facebook Page Reach ER: 6,27% of people reached – Aug. 2015 Locowise

Increase Facebook Fan Base
count by 50% in 2016
- Leverage organic engagements with viral
reach
- Optimize Promoted & FB Like posts with
persona, audience optimization and lookalike
audiences
- Leverage Fan Page conversions within digital
campaigns and from traffic generated to
website
FAN
BASE
GROWTH
27181
40000
2015 2016

Increase Assisted Website
Traffic by 20% YoY in 2016
- Support and assist web traffic campaign goal
targets
- Promote lead generation landing pages
- Promote Special Promotion landing pages
- Stimulate digital content (brochure)
downloads
WEBSITE
TRAFFIC
Q1 Q2 Q3 Q4

How Will We Measure Success?
Measure
Report
Analyze
Adapt
Improve
Repeat

Measurement Plan - Five Step Model
1. Measure
Customer actions & influence
2. Report
Document performance & results
3. Analyze
Qualify what and why thru segmentation
4. Adapt
Learn and evolve
5. Improve
Develop best practices
METHODOLOGY
• Campaign
Performance
• Content Resonance
• Device & Screen
Preferences
• Geography
Considerations
• Customer
Characteristics

Social Media Goals
AWARENESS – COMMUNITY – EXPERIENCE - INFLUENCE - CONVERSIONS
KPIs & Tactics
Increase Reach (Owned, Earned & Paid Media) Engagements (CX) Fan Count Assisted Conversions
Audience Targeted Profiling Content & Campaigns New Audience Targeting Website Landing Page Traffic
Metrics & Targets
Metric
Avg. Organic
Reach
2015
1.848 / post
Target
+40% QoQ
Facebook Insights
Metric
Avg. Paid
Reach
2015
6.908 / post
Target
lower reach / spend
Facebook Insights
Metric
Avg. Total
Reach
2015
8.756 / post
Target
lower reach / spend
Facebook Insights
Metric
Avg. Social
Interactions
2015
87 / post
Target
+40% increase
Facebook Insights
Metric
Avg. Daily Reach
Engagement Rate
2015
1,28%
Target
+4,00%
Facebook Insights
Metric
Avg. MoM
Fan Base Growth
2015
53 / month
Target
1.000 / month (+50%)
Facebook Insights
Metric
Assisted Web Traffic
2015
TBD
Target
+20% YoY
Google Analytics
Metric
Assisted Conversions
2015
TBD
Target
+20% YoY
Google Analytics
Segments
Sea-Doo Europe Facebook Page
France Spain United Kingdom
French Spanish English
First Time PWC Buyers Adder / Replacer PWC Owners
Desktop Mobile Desktop & Mobile
Facebook Measurement Plan
Targets can be adjusted and re-aligned to actual market and execution dynamics. Segmentation designed to continually measure & optimize page performance.

How Will We Activate?
Community Building
Visual Storytelling
Localized Messaging
Optimized Audiences
Engagement Campaigns
Measurement & Adaptation

Persona Target
Identity Traits
Visual Cue
Identifiers
Message Cue
Identifiers
Social Object
Creation
Optimized
Distribution
Analytical
Common
Center
Creative
Events, Campaigns,
Weekly Engagements
Activation via Editorial Content Modeling

Where Will We Place Our Priorities?
Spark Aspirations
Performance Aspirations
Community Building
Sustaining Momentum
Lead Generation

Social Media Activation
• Create consumer awareness and engagements surrounding aspired Spark and
Performance PWC lifestyles leveraging visual content, campaigns and contests
• Leverage Spark as a catalyst to drive new consumer engagements with NFAs
• Grow an inspired Sea-Doo Community of Fans through a highly visual oriented content
direction for all Sea-Doo content to convey excitement, action, attitude, energy and
fun
Theme: “Sea-Doo takes your riding to the next level and makes it cool, fun,
safe and memorable!”
• Sustain momentum in non-peak seasonal months with an active social media presence
• Continuously measure and apply continued learning and best practices - adapt and
evolve
STRATEGIC
EXECUTION

How Will We Activate Spark Aspiration?
Spark Lifestyle Campaign
Fun in the Sun UGC Contest
The Sea-Doo Sparks makes your dream of fun… accessible right now!

• Geo-targeted and optimized targeting based on identified personas
• Split multivariate A/B testing for owned (dark posts) and paid posts to realize
maximum performance efficiencies
• Advance scheduling and calendaring of all planned posts to map desired activities to
persona reach and influence
• Continued adaptation from collective leanings through measurement and analysis
• Google Analytics UTM campaign tracking for all linked posts and Ads directed to
designated Lead Generation landing pages for deeper knowledge and understanding
Spark Lifestyle Experiences FB Campaign
AUDIENCE
TARGETING

• Create a Facebook content #hashtag post campaign aimed and optimized for NFA and
Cottager target personas to raise Spark awareness and aspiration for Spark ownership
• Leverage a lifestyle, storytelling visual content model with frequent Promoted Posts
• Content model to consist of (4) lifestyle (family, action , location) experience visual posts
to every (1) Spark product highlight post and (1) Spark CTA post (country or regional
sponsorships, promotional offers, website traffic and lead generation)
• Digital assets can be leveraged from still images, videos, advertising (print & digital) and
promotional materials, and more
CONTENT
PUBLISHING

LIFESTYLE - ACTION
LIFESTYLE - FAMILY
LIFESTYLE - LOCATION
PRODUCT HIGHLIGHT PROMOTION - CTA
Weekly Visual Content Representation

• Apply a percentage of the Spark digital Ad budget to a Facebook Promoted Post budget
• The best performing ‘lifestyle experience’ post each and every week gets Promoted Post
Ad budget to create greater reach and exposure
• Promoted Post execution will be Split A/B tested against multi-variants including
desktop / mobile, and visual and copy elements mapped to target personas to achieve
best overall reach and performance accumulated from learned experiences
FACEBOOK
PROMOTION

UGC Facebook Campaign
What’s Your Fun In The Sun?
• May thru June 2016
• Promoted to all Sea-Doo Facebook Fans and owners with emphasis on Spark
ownership (France, Spain, U.K.)
• Targeted FB Ad, Email and FB timeline promo support
• Shared Sea-Doo owner stories posted to the Facebook Contest App with 100
word or less descriptions of favorite personal memories and a photo
• Most appealing submissions re-posted to Sea-Doo Facebook Page timeline
using Spark persona optimized targeting with contest wrap video produced to
share with all Sea-Doo fans
• Contest winners are awarded based on total number of shares, likes and
comments their entries receive encouraging entrants to share the love and
virility of their submission
• (2) selected winners each month (Cyclops camera / MP3 Spark player ) with a
Grand Prize (TBD) at the end
• Additional PAC gift card awards of modest but desirable value should be
offered as added incentives
• #SeaDoo #FunInTheSun or other thematic hashtag use
• Entries qualified after Photo submission with hashtag to a pre-chosen
App or Tab campaign destination
• Must be open to general public and all enthusiasts (owners & non-owners)
Campaign Details
Requirements:
• Campaign & App platform (third-party) with campaign
reporting
• FB ad budget
• Optimize for mobile
• Contest hosting landing page (entry & prize info,
submission form, share buttons and FB comments
capabilities)
• Home Page banner promotion
• Each entrant must provide a complete release with photo
use rights disclaimer
• Acknowledgement that the promotion is not sponsored or
endorsed by Facebook
• A user’s personal timelines may not be used for promotion
(example: “share on your timeline to enter,” or “share on
your friend’s timeline for another chance to win”)
Spark + Sun + Love Contest (App)

How Will We Activate Performance Aspiration?
Performance Lifestyle Campaign
Influencer Quotes
TBD Performance Promotion
Sea-Doo takes riding to the next level … once again.
Ultimate performance needs a combination of power, handling and control.

• Organically on Facebook, replicate the Spark Lifestyle campaign optimized for
Motorhead and Striver persona targets with appropriate digital assets
• The goal is to develop a complementary and side-by-side visual storyline that creates
aspirational and exciting mental images of performance ownership
• Based on priorities and budgets, this campaign can be at the full scale of the Spark
campaign or sized down with a less frequent posting schedule
• The 4:1:1 content modeling approach should remain in place even with lighter
scheduling to follow best practices suited for engaging audiences on Facebook
• If a trial performance ‘test ride’ promotion arises for 300 models, the campaign
can be amended to include the promotional activity – but with consideration a
separate campaign might be warranted based on overall duration and scope of the
promotion
Performance Lifestyle Experiences FB Campaign
CONTENT
PUBLISHING

• Objective is to capitalize on the Performance Model Media Tour - U.K., France, Spain
• Develop and Post a series of short positive journalist quotes (as they become available)
on Facebook with photo and link to the coverage HOSTED and pre-authorized on a
designated Sea-Doo website landing page with Lead Gen form
• Full media coverage will only be linked and not posted in entirety or brevity
• Goal is to leverage short and impactful influencer quotes into ‘snackable’ Facebook
micro-moments with a strong visual to reinforce performance model positioning and
appeal
• Fans desiring a full read of the coverage will click through as a CTA promoting
opportunities for lead conversion
• Augment standard corporate digital assets with visual assets collected from media
briefings
Media, Blogger, Influencer Quote Attribution Campaign
PRESS
QUOTE
INFLUENCE

How Will We Activate Video Assets?
Facebook Campaign
YouTube Campaign
New video assets will support and be integrated into both Lifestyle Experience campaigns.

• Leverage selected videos produced from
the global team as part of the planned
Lifestyle Experience campaigns
• Host and feature videos on both Facebook
(native) and YouTube as per standard
practice and categorize into playlists
preferably by language for easier
discovery and viewing
• Schedule new videos as posts on FB Page
and frequently re-post over the life of the
video (it’s not once and forget) mapped to
planned persona or general content
publishing strategies
Video Asset FB & YouTube Campaigns
VIDEO
ENGAGEMENTS
EN FR SP IT GE
Teaser video X X
Line-up Only text X X X X X
Luxury X X
Performance Only text X X X X X
Rec Lite Only text X X X X X
Recreation X X
Tow Sports X X
Comfort X X
Control X X
Launch Subtitles X X X X X
Power Subtitles X X X
Riding Subtitles X X X
Competitive edge V.O. X X X X X
TV Spot V.O. X X X
PFD's V.O. X X X X X
Element riding Only text X X X X X
Sea-Doo Spark step Only text X X X X X
Sea-Doo Spark tow pro Only text X X X X X
Spark front storage bin kit V.O. X X X X X
Scape wetsuit Only text X X X X X
PAC
NEXT
LEVEL
SEGMENT

• Apply a Promoted Post budget to first scheduled Video Facebook post and activate the
media plan for YouTube advertising
• Cross promote YouTube assets on Facebook with frequent subscriber reminder posts
added into the Facebook editorial calendar
• In video post production, break down each segment video into a series of high visual
appeal 15 second micro-moment promotional spots and add a CTA to video – turn
finished short video segments into additional organic native FB posts supported with
paid FB video advertising
Video Asset FB & YouTube Campaigns
VIDEO
ENGAGEMENTS
MY16 Line-up PAC Videos Segment Videos
Next Level Videos

How Will We Activate Retail & Commerce?
Content Publishing
Spark Accessibility Offer
Rental Sales
PAC Commerce

• Over the duration of each active promotion period (with the exception of PAC), a campaign
series of visually experiential Facebook Posts will be developed and scheduled
• Each post scheduled will leverage Audience Optimization to ensure each post receives the
broadest targeted reach possible
• Campaign posts will designed for both awareness and call to actions using localized
messaging
• PAC specific posts will be scheduled throughout the year and prioritized based on a provided
list of desired promoted items
Spark Accessibility Offer – Rental Sales Promotions – PAC Sales & Commerce
CONTENT
PUBLISHING

• Promoted Post budgets will be applied to all active campaigns
• Proposed video assets for Rental Sales will be added into the scheduling mix and promoted
on both Facebook in native video format and on YouTube
• In the case of a major promotion giveaway (e.g. Spark Giveaway as incentive for Rental Sales),
a comprehensive campaign and/or contest will be designed for maximum impact and
influence
Spark Accessibility Offer – Rental Sales Promotions – PAC Sales & Commerce
CONTENT
PUBLISHING

How Will We Activate Year-End Activities?
New Model Teaser Campaign
Facebook Livecasting Events

Campaign Ideation
• Staged and scheduled image
reveal rollout of new 2017
models with complete images of
new models unveiled on
announcement day
• Individual Photo tiles to be used
as FB posts to highlight small
visual areas of new models
• Images are tagged using a
common teaser overlayed
message to build anticipation
• Final FB photos reveal during
press announcement days
Get your #Sea-Doo On.
2017 Style!
New Models Arriving
TBD DATE 2016
Year-End Activities Experiences

Campaign Ideation
Live From…
On the ground ‘’Sea-Doo Boat Show Reporter’ – live
broadcast feed via Facebook Live
Broadcast direct on FB timeline - three 30 minute
segments per day.
Scheduled and promoted (organic and paid) to
targeted audiences for advance notification and
subscribers. Boost promotion during broadcasts.
Recruit event attendees to participate and provide
‘in their words’ micro-moments of the Sea-Doo
show experience
Highlights of the Sea-Doo new models and features
with a company spokesperson
Highlights from ‘on the ground’ activities
Live broadcast Q&A
Facebook Live
Requirements:
• Test all requirements before first event (multiple times
to build expertise)
• A Verified FB page
• FB Live app installed on FB Page and designated
smartphone (iPhone)
• Strong Internet signal
• Designated reporter personality
• Company spokesperson
• Sea-Doo Ambassadors
• Smartphone (with or without added high res lens) and
tripod
• Scripted video shoot outline to guide broadcasts
Boat Shows -- Facebook Live Livestream Broadcasts
Leverage subscribers and video content for future promotional use.

How Will We Activate Facebook Advertising?
Collective Learnings
Campaign Optimization
Campaign Tracking
Measurement
Adaptation

Facebook Advertising
• Based on collective experiences, apply a
focus on Facebook advertising to get the
most amount of quantitative & qualitative
traffic to reach target profile groups
• Focus on newsfeed awareness & CTA ads on
desktop & mobile devices
• Leverage the best performing posts into
Promoted Posts
• Leverage Facebook advertising re-targeting -
experiment and measure with Instagram
advertising (small budget)
INBOUND
MARKETING
(Instagram ad placements have been unlocked for all Facebook advertisers and can be managed from within Facebook Power Editor using the
same Custom Audiences as for FB Ads.)

• Geo-target campaigns via country and
language
• Build customized targeted audiences using
email database, and interest profiling based
on persona profiles
• Monitor specific campaign performance
using UTM tags
• Analyze data in Google Analytics using
Google Tag Manager tagging solutions
AUDIENCE
TARGETING

• Conduct Multivariate A/B Testing
• Copy (generic messaging) and visual
• Custom audiences and (persona) profiles
• Desktop vs. mobile
• Facebook ‘control’ Ad vs. Instagram ‘test’
Ad using the same custom audience
• Measure A/B test results and adjust
budgets accordingly
A/B
SPLIT
TESTING

How Will We Build On Momentum?
Planning
Page Execution
Learned Best Practices
Measurement
Adaptation

Community Manager Roles
Building An Active & Engaged Fan Base
Community Management
Social Profiles Updates
crafting posts
& comments
Community Engagement
follows, mentions,
dialogue, comments
Community Building
audience outreach
& acquisition
Research & Planning
align strategy with content
& editorial calendar
Ideation
tactical planning
& defining best practices
Content Aggregation
reading RSS feeds, filtering
& sharing
KPI Measurement
weekly performance
measurement & reporting
Listening & Monitoring
tracking brand, influencer, competitive
& keyword mentions
Relationship Building
influencer research, outreach
& recruitment
Advocacy
relationships with high
engagement followers
Brand Awareness
forum & group research
& participation
Experimentation
continued exploration of
changing trends & practices

Facebook (PAGE Execution)
Post Publishing
• Publish posts more often.
• Goal should be a minimum of 1x post
per day in each language to increase
overall reach and influence.
• Ideally, 2x per day scheduled in two
optimum time slots would work best.
• Continually measure and adapt
leanings on a quarterly, iterative
content planning cycle.
Building Best Practices

Post Scheduling
• Monitor post scheduling. Continually
adjust for optimal times for when
Fans are online.
• Bottom line: if the page post is not at
the top or near the top of the Fan
newsfeed, the post likely will go
unnoticed with no realized benefit.
• Fans do not visit FB pages once liked
– practically all engagements occur in
the newsfeed.
More posts and the advance scheduling
of posts at optimum times will make the
Page come alive – impact should be
instantaneous.
Facebook Insights: When Fans Are Online
Scheduling Tools such as Buffer, HootSuite, Post
Planner and more.
Statistics reveal interaction rates on weekends is typically 14.5% higher than weekdays.

Leveraging Individual Post Values
StaggerPostDistribution
• Leveraging the editorial calendar, a
single post can be scheduled and
staggered into multiple day & time
slots for maximum impact.
• Because Fans are creatures of habit
for when they are online, scheduling
the same post into multiple time
slots increases reach, influence and
budget value with unique audiences.
• Using slightly modified leader text for
the same post ensures content is
fresh even when a Fan may see it
twice.
Campaign: Sea-
Doo Experience
Time Mon Tue Wed Thu Fri Sat Sun
Post #1
Post #2
Post #3
Post #4
Post #5
Post #6
Post #7
8:00
AM
Post #1
Ver. 1
Post #3
Ver. 1
Post #2
Ver. 2
Post #5
Ver. 1
Post #4
Ver. 2
Post #6 Post #7
4:00
PM
Post #2
Ver. 1
Post #1
Ver. 2
Post #4
Ver. 1
Post #3
Ver. 2
Post #5
Ver. 2
-- --
• Creative scheduling enables 1 post to become 2 for the same investment
• Greater reach is achieved with unique online audiences which leads to greater overall influence
• Added benefit is that we can do more with less relative to content needs

• POST OPTIMIZATION - Targeting for Audience Optimization, lookalike audiences and more should be
leveraged for maximum impact and influence for gaining greater control over reach, awareness,
personalization and engagement beyond language and geo-filtering
• DESKTOP vs. MOBILE - Country nuances for desktop versus mobile should continually be A/B tested
to measure and gauge best posting practices by device, geography, segmentation and persona type
• PAID MEDIA SUPPORT - Small weekly ongoing Promoted post budget should be applied to prior
week’s most successful post in each language (French & German)
• FAN GROWTH - Allocate a small budget to support new #Fan growth Ads via custom and lookalike
audiences
• CONTENT MODELING - Goal of content should be to create targeted micro-moments (brevity is key) -
Rule of Thumb: all content chosen should stir Fan passions and emotions
DEEPER
REFLECTION

• 4:1:1 POSTING RULE - Ratio: (1) product + (1) promotional to every (4) engagement (community)
posts - Product: Spyder model promotion and/or one-off features - Brand Promotion: lead
generation(signups, contests, sweeps, offers, commerce) - Engagement: UGC, emotional,
inspirational, community oriented content
• OWNED CONTENT - Start to use a content editorial calendar to schedule posts
• GOOGLE+ - Re-post all English posts direct to Google+ (English) for wider discovery and SEO benefits
– categorize posts into collections
• USER GENERATED CONTENT - Proactively solicit and promote Fan Photos to build greater advocacy
• ACTIVE CAMPAIGNING - As budgets and resources exist, continue to plan and execute a series of mini
campaigns in non-peak months to keep the Fan base engaged
DEEPER
REFLECTION

Master Planning Calendar
Six Month View

Planning
August
July
June
May
April
March
February
January
New editorial animation
Editorial animation
Strategy
Spark Experience Campaign
Performance Experience Campaign
Sun In The Fun UGC Contest
PAC Promotion
PAC Promotion
PAC Promotion
PAC Promotion
PAC Promotion
PAC Promotion
Editorial committee
Editorial committee
Editorial committee
Editorial committee
Editorial committee
Editorial committee
Rental Sales Promotion
Monthly KPI Analysis
Social Media Aligned Digital Advertising + Spot Facebook Promoted Post Ads + Facebook Fan Like Ads + YouTube Video Advertising
Spark Accessibility Offer Promotion

Social Media Framework

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