This document discusses how Maytronics can use social media to position itself as an industry leader and increase sales. It begins by comparing traditional one-way marketing to new two-way social media marketing. It then outlines various social media platforms and how social media influences purchases. The document proposes two pilot social media options for Maytronics: launching a new product in the US by blogging and using YouTube, or raising brand awareness in the Australian market through bloggers and Facebook. Both pilots define objectives and key performance indicators to measure success.

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

3. Marketing Concepts
VS

4. Traditional Marketing
One way
Companies delivered
their message to the
customers, but the
customers couldn't talk
back.
For example:

5. Traditional Marketing
Broadcast
The message was
delivered from one (the
company), to many (the
clients).
For example:

6. Traditional Marketing
Took Time
Once the company sent
out the message, it took
time to see the effect.

7. New Marketing
Two way
Companies deliver their
message to the client,
and the client can
answer.
For example:

8. New Marketing
Network
The message is sent
from many (the clients) to
many (the clients again).
For example:

9. New Marketing
Instant Feedback
The effects of the
message are seen within
hours, not months.
For example:

10. New Marketing Mediums
Or, 'What's this social media, anyway?'

11. News sites
(CNN, BBC, Wallstreet Journal)
Forums
Blogs
Social Media is...
YouTube
Social networks
(Facebook, LinkedIn, Google+)

12. Link to video

13. Social Networks

18. 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

19. Companies and Social Media
Or, 'What's in it for me?'

20. 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.

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

22. 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.

23. Social Media Successes
Or, 'Show me the money'

24. Reach
Bloggers talking about your
company and brand is an excellent
way to meet new audiences.
Case study
In 2009, Ford ran an event for
women bloggers. Their name
appeared over 130 million times
over the next few months.

25. Social Interactions
Facebook shares, Twitter likes and
YouTube views mean more
customers being introduced to you
and the value your brand brings.
Case study
In 2009, Dyson released videos
of their new product. The videos
were viewed 1.8 million times
on YouTube.

26. Link to video

27. Social Sales
Using contests, draws and coupons,
companies have actually increased
sales and word of mouth
recommendations
Case study
Nando’s' competitor refused to honour
a coupon, so Nando's posted a blog
that promised to honour the coupon
at their own restaurants.

28. Metrics, metrics, metrics
Or, 'What can I measure?'

29. Number of Page Fans ('Likes')
People Talking About This ('TAT')
Shares
Number of Followers
Retweets and @Mentions
Influence

30. Localisation Matters
Or, 'Parlez-vous français ?'

31. Know your audience
Where are they from?
What language do they speak?
What time do they browse the Internet?
What events do they celebrate?

32. 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.

33. But...
There's always a company
Social Media Policy...

34. Link to video

35. 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.

36. Social Media = Hard Work

37. 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!

38. Case Study
Or, 'Has this actually worked for anyone?'

39. 2009, Ford started their campaign
Goals
Get people to experience the new Ford
Build reputation and brand preference
Increase sales

40. 2009 Ford social media activites
1000 Mile challange
Drive a car 1,000 miles on one tank of gas
BlogHer
Blogger event for women bloggers
Full company integration
All employees used their blogs, and Twitter and
Facebook accounts, to support Ford

41. 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%.

42. At the end of 2009, Ford
posted first full-year market
share gain since 1995

43. The Pool Industry
Competition
Or, 'OK, so what are we up against?'

44. Facebook: 465 likes, little activity
Facebook: 800 likes, daily updates
Twitter: 3 accounts (US and Spanish)
Facebook: 1492 likes, very active 5,000,000 US
Pool Owners
No social presence
Facebook: 5000 likes, weekly updates
Twitter: 200 followers, update twice a week

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

46. Getting Started
1. Setting objectives, for example:
a. Brand awareness
b. Sales increase
c. New product launch
2. KPI (Key Performance Indicator):
a. Likes
b. Social mentions
c. Blogger reach
d. Lead generation

47. Getting Started
3. Define the social media playground:
a. Facebook
b. Twitter
c. YouTube
d. Bloggers
4. Choosing an international and/or a local
approach

48. Pilot Option I: Launch
New Product
Or, 'Liberty is good to go'

49. 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.

50. Liberty Launch in the US
1. Objective: Sell 1,000 units in the first year
2.
2. KPI (Key Performance Indicator):
a. YouTube views
b. Social mentions
c. Blogger reach
d. Sales

51. Liberty Launch
3. Main Playground:
a. YouTube
b. 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

52. Pilot Option II: Product
Awareness in
Australian Market
Or, '1,000,000 people are waiting'

53. Australian Market
1. Objective: Brand recognition in Australian
market
2. KPI (Key Performance Indicator):
a. Blogger reach
b. Social mentions
c. Sales
d. Facebook likes

54. Australian Market
3. Main Playground:
a. Blogger event
b. Facebook
Blogger event for popular blogs about DIY, swimming pools
Being active in forums, blog comments that talk about
cleaning pools, swimming pools, eco-friendly pool
solutions, etc.