1. REHAU Microsite and Social Media
Strategy
March 2010

2. Latest Statistics on Facebook
• More than 400 million active users
• More than 3 million active Pages on Facebook
• Pages have created more than 5.3 billion fans
• Every month, more than 70% of Facebook users engage with Platform applications
• More than 80,000 websites have implemented Facebook Connect since its general availability in
December 2008
• More than 60 million Facebook users engage with Facebook Connect on external websites every
month
• Facebook Statistics and Demographics reported 256% growth in 35-55 year olds

3. The Marketing Process

4. The Marketing Process
What do we want to achieve?
• Sales ($)
Objective • Market Share (Position)
• Loyalty (Fans)

5. The Marketing Process
What do we want to achieve?
• Sales ($)
Objective • Market Share (Position)
• Loyalty (Fans)
Who are we talking with?
• Architects
Audience • Decision Makers
• Suppliers

6. The Marketing Process
What do we want to achieve?
• Sales ($)
Objective • Market Share (Position)
• Loyalty (Fans)
Who are we talking with?
• Architects
Audience • Decision Makers
• Suppliers
What do we have to say?
Message • Product Specific (Tactical)
• Brand Specific (Strategic)

7. The Marketing Process
What do we want to achieve?
• Sales ($)
Objective • Market Share (Position)
• Loyalty (Fans)
Who are we talking with?
• Architects
Audience • Decision Makers
• Suppliers
What do we have to say?
Message • Product Specific (Tactical)
• Brand Specific (Strategic)
In what way do we want to say it?
• Microsite / Corporate Web Site
Channel • Social Media / Facebook
• Direct Mail / eDM

8. The Marketing Process
What do we want to achieve?
• Sales ($)
Objective • Market Share (Position)
• Loyalty (Fans)
Who are we talking with?
• Architects
Audience • Decision Makers
• Suppliers
What do we have to say?
Message • Product Specific (Tactical)
• Brand Specific (Strategic)
In what way do we want to say it?
• Microsite / Corporate Web Site
Channel • Social Media / Facebook
• Direct Mail / eDM
What is the feedback?
Measurement • Conversions - specific action taken by target audience

9. Microsite vs Facebook
T
T
Objective
Audience
Message
Channel Support
Measurement

10. Microsite vs Facebook
Tactical Strategic T
T
• Sales ($) • Market Share (Position)
• Shift Product Objective • Brand Loyalty (Fans)
Audience
Message
Channel Support
Measurement

11. Microsite vs Facebook
Tactical Strategic T
T
• Sales ($) • Market Share (Position)
• Shift Product Objective • Brand Loyalty (Fans)
Business to Business End Consumers / Users
• Rational Audience • Emotional
• Solves a problem • Brand esteem
• Cost effective • Positive feeling
Message
Channel Support
Measurement

12. Microsite vs Facebook
Tactical Strategic T
T
• Sales ($) • Market Share (Position)
• Shift Product Objective • Brand Loyalty (Fans)
Business to Business End Consumers / Users
• Rational Audience • Emotional
• Solves a problem • Brand esteem
• Cost effective • Positive feeling
Factual Organic
• Informative
Message • Conversational
• Specific • Word of Mouth
• Benefit driven • Consensus
Channel Support
Measurement

13. Microsite vs Facebook
Tactical Strategic T
T
• Sales ($) • Market Share (Position)
• Shift Product Objective • Brand Loyalty (Fans)
Business to Business End Consumers / Users
• Rational Audience • Emotional
• Solves a problem • Brand esteem
• Cost effective • Positive feeling
Factual Organic
• Informative
Message • Conversational
• Specific • Word of Mouth
• Benefit driven • Consensus
Microsite Facebook
• Traffic Drivers Channel Support • Advertising / Micro-
• Corporate site banners targeting
• eDMs / DM’s / Ads • Promotions
• Engagement
Measurement

14. Microsite vs Facebook
Tactical Strategic T
T
• Sales ($) • Market Share (Position)
• Shift Product Objective • Brand Loyalty (Fans)
Business to Business End Consumers / Users
• Rational Audience • Emotional
• Solves a problem • Brand esteem
• Cost effective • Positive feeling
Factual Organic
• Informative
Message • Conversational
• Specific • Word of Mouth
• Benefit driven • Consensus
Microsite Facebook
• Traffic Drivers Channel Support • Advertising / Micro-
• Corporate site banners targeting
• eDMs / DM’s / Ads • Promotions
• Engagement
Google Analytics Facebook Insights
• Customisable Measurement • Real time changes
• Free • Free

15. Media
Integration
REHAU Corporate website
Social Advocacy
Seeded onto Google, Youtube, Fan Page
and forum sites Microsite, Advertising,
E-newsletter
Direct mailer and EDMs
On-site, trade shows, events, showroom, etc.

16. Traditional vs Social Media
Management

17. Social Media Activation Phase 1
• Conduct Audit with similar fanpages to study best practices.
• Create a new Fan Page with dedicated categories to promote dedicated campaign
• Put a polling system to engage with the member Post on the wall:
• Articles in general from blogs, websites, forums.
• Updates latest news and happenings from REHAU website
– Start discussion on discussion board
– Upload photos and videos
– Weekly poll
– Allow fans to post articles/photos/videos
• Create appealing visuals (profile picture) on page to make it look current and
relevant.
10

18. Social Media Activation Phase 2
engage and generate buzz
• Engage the Fans to recruit their friends as members – Top recruiter wins a REHAU
Brand Pack
• Post questions like: What are the names of the cute pandas living in the Adelaide Zoo
Panda enclosure
• FB Ads – Highly targeted advertising to promote fan pages and product & brand
• Link Facebook to REHAU Website and Microsite and back to Facebook for continuous
engagement
• Engage other websites, forums, blogs and invite them to the Facebook Fanpage and
encourage them to be follower
• Meet regularly for updates with statistics and discussion on next steps

19. Social Media Activation Statistics Page

20. Social Media Activation Next Steps
Next Steps upon approval of quotation
• Week 1-2 – Present audit and study best practices
• Week 2-4 – Populate Facebook with update and relevant content.
• Week 4-5 – Start activating fans to join
• Week 8-9 – first update meeting

21. Social Media Activation Cost
Quotation
Facebook Fanpage Activation for 3 months period
Phase 1 - One off Facebook fanpage set-up cost - SGD 800.00
- audit and study best practices
- create tabs
- upload photos and videos
- create profile picture
Phase 2 - Facebook administration and moderation per month - SGD 1,250.00 per month
- creation of facebook advertisement
- moderation of fan post and content
- updating wall display post
- discussion and brainstorming sessions
- monthly updates and reporting
Media Budget - SGD 300.00 per month
Others - cost for creating specific applications, traffic drivers and graphic elements quoted separately based on
brief and requirements

22. Microsite Activation Plan
Phase One Phase Two Phase Three Phase Four Phase Five
1-2 weeks 1-2 weeks 4-6 weeks 1 week 1 week
Project
Schedule Coding Review /
Analysis Design Implementation
&Testing Maintenance
Project Brief Site architecture Site creation Move site to live Support period
•Overview and key •Database and design •Content creation •Environment “GO Live” •Commence upon project
objectives specifications sign-off
•Flash / HTML pages •Project sign-off
•Scope of work •Data flow diagram •Fix bugs and minor text
•Database •Final Invoice changes
•Milestone schedule/ •Process flow diagram
timeline •Testing
•Creative concept and
•Quotation design •UAT / Sign off
Payment 50% Payment due upon approval of quotation 50% final payment due upon project sign-off
Schedule