Using Social Media to Talk to Employees and Customers

Gabriel Mederos, Communications Manager

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Here’s how we felt before we started this journey…

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What is Social Media?

Here’s how we define social media:

Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks.

Source: Wikipedia

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Why use Social Media Marketing?

Canadian Internet Usage Statistics:

• Digital media usage in Canada grew 6% in 2007

Out of developed countries Canada has the:

• Highest Internet penetration - 71% (U.S. has 61% penetration)

• Most page views per resident (average 4,000 page views per user)

• Most time online (45 hours per month)

Source: www.DemographicsNow.com

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Still not convinced?

Social Networking• More than 84% of Canadians are active on social networks, viewing 828

pages and spending at least six hours per month on these sites

• While Internet growth was just 4% in 2007, social network usage grew 16% and a whopping 70% of users in the 55+ demographic visited a social network

Video• 89% of Canadians each watched 114.5 videos totaling 385 minutes –

compared to just 77% of U.S. residents who watched 72 videos each

• YouTube was the destination of choice for 57% of Canadians who watched 68 videos totaling 180 minutes per month

Source: www.DemographicsNow.com

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Are traditional media tools becoming obsolete?

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What is Stop The Fire?

Stop the Fire is a national initiative between the City of Vaughan Fire Service and Uponor Ltd aimed at informing the public about the importance of fire safety through education, awareness and participation.

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Here’s what we did…

• We have looked at tools like Facebook, YouTube and WordPress to create dialogue and excitement with our audience.

• The Stop The Fire campaign uses these tools to create dialogue and provide information on fire safety.

• Before the campaign launched, over 50 people had joined the Stop The Fire Facebook group.

• In just under a month, the Stop The Fire Linkedin group had over 30 people join – three discussions have been initiated and over 70 news stories have been posted.

• The Stop The Fire public service announcement was posted on YouTube and, to date, has been viewed more than 110 times.

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Stop The Fire includes…

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Fire Safety Resources

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Fire Safety Resources

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Other Stop The Fire Resources

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Fire Safety Blog

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Fire Sprinkler Petition

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Community Involvement Section

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Being involved in Social Media Marketing keeps you connected…

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What is Green is Fifty?

• Green is Fifty is a cooperative initiative designed to promote the construction of sustainable homes in accordance with the industry recognized HERS scale for the reduction of energy usage in homes.

• It is the first of many mastermind groups that Uponor is working to establish.

• The idea is to take social media to the next level.

• We’re using tools like Huddle and Google Docs.

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And here’s what we’re doing for our employees…

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This is how we talked to our employees… Past State

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This is how we’re conversing with our employees now…

Current State

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Here is one example…

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And another example…

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Got it, got it, need it…

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Selling the idea…

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How Social Media Marketing ties in to our Strategy

Brand

Channel

Training

Offerings

ViralAdvertising

Experiential Marketing

Tradeshows

DirectMarketing

EthnicMarketing NPI

Comm

Issue Resolutions

ConflictResolution

eCommerceBuzz

Marketing

Grass Roots

Marketing

Marketing

Digital Media

Social Networking

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IntegrationSearch Engine Optimization

Promotion

Dialogue

Search Engine Marketing New audiences

These initiatives have led to…

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Here’s what we’re going to do…

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Here’s what we’re going to do…

• We will be launching group blogs facilitated through WordPress.

• We have started “tweeting” Uponor news releases and event dates, as well as redirecting followers to our Linkedin and Facebook groups.

• We will be posting event images on our flickr account.

• We will post corporate presentations on Slideshare.

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How’s it going so far?

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There’s no better time to try it than the present!

So what have we learned about social media?

Questions?