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This presentation talks about some of the social media initiatives that Uponor is using to communicate with employees and customers. Presented at the ALI\'s 2009 Social Media Summit
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Using Social Media to Talk to Employees and Customers
Gabriel Mederos, Communications Manager
6 May 2009 ©Uponor 2
Here’s how we felt before we started this journey…
6 May 2009 ©Uponor 3
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
6 May 2009 ©Uponor 4
6 May 2009 ©Uponor 5
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
6 May 2009 ©Uponor 6
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
6 May 2009 ©Uponor 7
Are traditional media tools becoming obsolete?
6 May 2009 ©Uponor 8
6 May 2009 ©Uponor 9
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.
6 May 2009 ©Uponor 10
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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6 May 2009 ©Uponor 20
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.
6 May 2009 ©Uponor 21
6 May 2009 ©Uponor 22
And here’s what we’re doing for our employees…
6 May 2009 ©Uponor 23
This is how we talked to our employees… Past State
6 May 2009 ©Uponor 24
This is how we’re conversing with our employees now…
Current State
6 May 2009 ©Uponor 25
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…
6 May 2009 ©Uponor 32
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.
6 May 2009 ©Uponor 33
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?