Managing your social presence - Michael Sellen

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Lundquist hosted the 6th edition of its CSR Online Awards in Milan, part of a unique two-day event to discuss trends in sustainability and recognise top performers in online communications from across Europe.

The event brought together more than 100 participants including sustainability and communications professionals from over 45 companies and organisations. Participants heard from 27 international speakers in three plenary sessions and six workshops.

This presentation was done by Michael Sellen, Head of Internet, eMedia Team at Deutsche Post DHL.

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Managing your social presence - Michael Sellen

  1. 1. Strategic alignment & focus of Social Media communication | 27 May 20141 STRATEGIC ALIGNMENT & FOCUS OF SOCIAL MEDIA COMMUNICATION Michael Sellen Milan, 27 May 2014 Global Media Relations
  2. 2. Strategic alignment & focus of Social Media communication | 27 May 20142 STAKEHOLDER EXPECTATIONS CUSTOMERS ANALYSTS CR STANDARD SETTERS AND OBSERVERS EMPLOYEES JOURNALISTS
  3. 3. Strategic alignment & focus of Social Media communication | 27 May 20143 „Governance“ „Engagement“ Focus • <…> – <…>  <…> • <…> – <…>  <…> 31 • Coordination of activities • Set framework for Marketing & Sales • Support & enable employees • DPDHL activity in major networks & channels • Dialogue-oriented Communications approach (proactive & reactive) 3 „Intelligence“2 • Create transparency: Relevant topics, channels, influencers, tonality 1. Governance Model „Hub & Spoke“ Achieve- ments 2. Tools & Support for M & S 3. Guidance for Employees 1. Social Media Monitoring 2. Analysis & Reporting 3. Intervention by Customer Service 1. Official Presences 1,2 Mio users reached directly High multiplication effect DPDHL SOCIAL MEDIA INITIATIVE
  4. 4. Strategic alignment & focus of Social Media communication | 27 May 20144 5 Approaches for Social Media Set-up 11%* Decentral Each BU acts independently, without systematic coordination + Flexible + Genuine + Experimentell - Uncoordinated 29%* Central Central unit runs all Social Media activities + consistent - strong regulation - less genuine 41%* Hub & Spoke Central unit provides framework, coordinates and provides support, Business Units execute activities + consistent and flexible - time consuming 18%* multiple Hub & Spoke Same like Hub & Spoke, but within a multinational organisation 1%* Holistic Each employee is allowed to officially make use of Social Media HUB & SPOKE APPROACH
  5. 5. Strategic alignment & focus of Social Media communication | 27 May 20145 Social Media Styleguide Wikipedia-Guidelines Handbook Guideline Community Management Governance Model Hub & Spoke FRAMEWORK FOR SOCIAL MEDIA ACTIVITIES
  6. 6. Strategic alignment & focus of Social Media communication | 27 May 20146 Intranet Special Guidelines Wikipedia-PolicyComprehensive Guidel. Training Quiz TOOLS FOR EMPLOYEES
  7. 7. Strategic alignment & focus of Social Media communication | 27 May 20147 „Governance“ „Engagement“ Focus • <…> – <…>  <…> • <…> – <…>  <…> 31 • Coordination of activities • Set framework for Marketing & Sales • Support & enable employees • DPDHL activity in major networks & channels • Dialogue-oriented Communications approach (proactive & reactive) „Intelligence“2 • Create transparency: Relevant topics, channels, influencers, tonality 1. Governance Model „Hub & Spoke“ Achieve- ments 2. Tools & Support for M & S 3. Guidance for Employees 1. Social Media Monitoring 2. Analysis & Reporting 3. Intervention by Customer Service 1. Official Presences 1,2 Mio users reached directly High multiplication effect SOCIAL MEDIA INITIATIVE
  8. 8. Strategic alignment & focus of Social Media communication | 27 May 20148 „Governance“ „Engagement“ Focus • <…> – <…>  <…> • <…> – <…>  <…> 31 • Coordination of activities • Set framework for Marketing & Sales • Support & enable employees • DPDHL activity in major networks & channels • Dialogue-oriented Communications approach (proactive & reactive) „Intelligence“2 • Create transparency: Relevant topics, channels, influencers, tonality 1. Governance Model „Hub & Spoke“ Achieve- ments 2. Tools & Support for M & S 3. Guidance for Employees 1. Social Media Monitoring 2. Analysis & Reporting 3. Intervention by Customer Service 1. Official Presences 1,2 Mio users reached directly High multiplication effect SOCIAL MEDIA INITIATIVE
  9. 9. Strategic alignment & focus of Social Media communication | 27 May 20149 COMMUNICATION ACCROSS ALL RELEVANT DIGITAL CHANNELS
  10. 10. Strategic alignment & focus of Social Media communication | 27 May 201410 AGGREGATION & CURATION
  11. 11. Strategic alignment & focus of Social Media communication | 27 May 201411 AGGREGATION & CURATION
  12. 12. Strategic alignment & focus of Social Media communication | 27 May 201412 AN ENCOMPASSING FRAMEWORK IS NEEDED Situation Solution • Steer content strategy by “epics“, derived from Communications strategy. Steer content publishing by deriving stories out of epics. • Ensure consistent messaging across all digital assets. • More efficiency by sharing content within all content creation teams. • Companies have to manage an ever growing number of digital channels • Digital Media means more touch points but less attention. Brand Messaging activities tend to be scattered due to a multitude of topics, media channels and internal responsibilities
  13. 13. Strategic alignment & focus of Social Media communication | 27 May 201413 THANK YOU! Michael Sellen +49 228 18299770 twitter.com/MichaelSellen linkedin.com/in/michaelsellen

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