Working with public relations at Europeiska<br />Johanna Snickars<br />
AboutEuropeiska<br />Everyyearweinsure:<br /><ul><li>2 million leisure travellers
Over 15 000 expatriots in 100 countries
1,5 million corporate travellers
7 900 business customers
+700 000 schoolchildren
Over 2,4 million credit cards
Special insurances for watches, jewlerry, hearing aids
16 service offices, Euro Centers, around the globe</li></ul>Europeiska Försäkrings AB <br />Founded in 1920<br />Offices i...
Our challenge<br /><ul><li>91% of Swedish customers searches the web for information on products and services. The decisio...
Result: Europeiska loses the personal connection with the customer. A retail salesman could explain the differences and ad...
By being present in channels where the potential customers are we can have a personal dialogue and recreate the customer c...
240 000 users
Sweden’s biggest travel</li></ul>community<br /><ul><li>14 million pictures
Sold to Schibstedt2009</li></li></ul><li>Resdagboken live event<br /><ul><li>Live broadcast from a concert</li></ul>	in Th...
Success – more than2 000 Swedish participants
Help travellers communicatetheir experiences via chat
Present where the customers</li></ul>are<br />
Our social media<br />
Twitter<br /><ul><li>Aim: communicatetravelsafety, </li></ul>provide rapid information, <br />strengthenour brand<br /><ul...
650 followers
Good feedback: personal, quick replies, relevant information
Twitterfeed on website, intranet and blog</li></li></ul><li>Twitterfollowers are moreinclined to buy and recommend your br...
Twitterfollowers are moreinclined to buy and recommendthanthose who subscribe to newsletters and are Facebook<br />Source:...
Linkedin<br /><ul><li>Strengthen brand    knowledge
Strengthenemployerbranding
Activateemployees
Recruitmenttool
Statistics</li></li></ul><li>Measure and evaluate<br />
Policies, guidelines and follow-up<br />
Social media policy<br /><ul><li>A collected policy for all social media contains:
Purpose
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Working as a Public Relations Officer - MyNewsdesk

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Lecture for the entire staff at MyNewsdesk's Global Conference on January 24th 2011 on how I work as a public relations officer.

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Working as a Public Relations Officer - MyNewsdesk

  1. 1. Working with public relations at Europeiska<br />Johanna Snickars<br />
  2. 2. AboutEuropeiska<br />Everyyearweinsure:<br /><ul><li>2 million leisure travellers
  3. 3. Over 15 000 expatriots in 100 countries
  4. 4. 1,5 million corporate travellers
  5. 5. 7 900 business customers
  6. 6. +700 000 schoolchildren
  7. 7. Over 2,4 million credit cards
  8. 8. Special insurances for watches, jewlerry, hearing aids
  9. 9. 16 service offices, Euro Centers, around the globe</li></ul>Europeiska Försäkrings AB <br />Founded in 1920<br />Offices in Sundbyberg<br />100 employees<br />
  10. 10. Our challenge<br /><ul><li>91% of Swedish customers searches the web for information on products and services. The decision to buy occurs on the web. (Konsumentverket, 2009).
  11. 11. Result: Europeiska loses the personal connection with the customer. A retail salesman could explain the differences and advantages with our travel insurance.
  12. 12. By being present in channels where the potential customers are we can have a personal dialogue and recreate the customer connection. </li></li></ul><li>Where it all started - Resdagboken.se<br /><ul><li>Founded in 2000
  13. 13. 240 000 users
  14. 14. Sweden’s biggest travel</li></ul>community<br /><ul><li>14 million pictures
  15. 15. Sold to Schibstedt2009</li></li></ul><li>Resdagboken live event<br /><ul><li>Live broadcast from a concert</li></ul> in Thailand in 2009 via Bambuser<br /><ul><li>Aimed at target group
  16. 16. Success – more than2 000 Swedish participants
  17. 17. Help travellers communicatetheir experiences via chat
  18. 18. Present where the customers</li></ul>are<br />
  19. 19. Our social media<br />
  20. 20. Twitter<br /><ul><li>Aim: communicatetravelsafety, </li></ul>provide rapid information, <br />strengthenour brand<br /><ul><li>Launched in april 2009
  21. 21. 650 followers
  22. 22. Good feedback: personal, quick replies, relevant information
  23. 23. Twitterfeed on website, intranet and blog</li></li></ul><li>Twitterfollowers are moreinclined to buy and recommend your brand<br />More than half (51%) of Facebook fans and 67 percent of Twitter followers are more likely to buy the brands they follow or are a fan of. <br />60 percent of Facebook fans and 79 percent of Twitter followers are more likely to recommend those brands since becoming a fan or follower.<br />
  24. 24. Twitterfollowers are moreinclined to buy and recommendthanthose who subscribe to newsletters and are Facebook<br />Source: ExaktTarget/eMarketer<br />
  25. 25. Linkedin<br /><ul><li>Strengthen brand knowledge
  26. 26. Strengthenemployerbranding
  27. 27. Activateemployees
  28. 28. Recruitmenttool
  29. 29. Statistics</li></li></ul><li>Measure and evaluate<br />
  30. 30. Policies, guidelines and follow-up<br />
  31. 31.
  32. 32. Social media policy<br /><ul><li>A collected policy for all social media contains:
  33. 33. Purpose
  34. 34. Sender
  35. 35. Target group
  36. 36. Frequency
  37. 37. Language
  38. 38. Images
  39. 39. Do’s & Don’ts
  40. 40. Copyright, laws
  41. 41. Content
  42. 42. Links</li></li></ul><li>Howdowemeasureourpresence in social media?<br />Blog posts where Europeiska are mentioned<br />Tweetswhere Europeiska are mentioned<br />Links<br />Twitterfollowers/Facebook fans/RSS subscribers<br />Traditional media analysis<br />Social Media analysis<br />Customer service<br />Mentions in press<br />Google Analytics/Trends<br />MyNewsdesk<br />
  43. 43. Social media in a crisis<br />
  44. 44. April 14th, volcano eruption in Iceland<br />
  45. 45. Tweets<br />
  46. 46. vulkanaska.wordpress.com<br />
  47. 47. vulkanaska.wordpress.com<br /><ul><li>The pressure on customer service increased and wecollected all FAQ in a seperateblog
  48. 48. With the search term ”vulkanaska” in the URL wereached the top of search terms for the ashcloud
  49. 49. Wecollected all importantinformation from us, travelagencies, airlines and media
  50. 50. The blogallowscomments – fast replies
  51. 51. Wecollectedlinks and Tweetsfrom relevant sources</li></li></ul><li>Lessons learned<br /><ul><li>Crisiscommunicationshappens in real time
  52. 52. Customerscanhelp with crisiscommunication – RT:s, sms, links, input, press releases
  53. 53. Straight communicationsaves time
  54. 54. There are no ”openinghours” in a crisis
  55. 55. Action and openness is rewarded</li></li></ul><li>Evaluation<br />In a month from April 16th wehad5030 uniquevisitors on the vulkanaska-blog, on April 17th 1007 uniquevisitors<br />Compared to week 14 (the week prior to the ashcloud) and week16 (the week after):  <br />+200% mobile devicesusing the homepage<br /> SIS-index week15: Europeiska intop10 fastest growingwebpages in Sweden, +48% uniquevisitors<br />+200% unique visits on europeiska.se<br />
  56. 56. Integrating social media with intern communication<br />
  57. 57. Our internalchallenge<br />Increaseefficency – decreasee-mails<br />Increasetransparency, commitment and communication<br />Create a commonplatform and forum for debate<br />Collect the knowledge in an information database<br /><ul><li>Increase awareness about external communication
  58. 58. Meet the needs of individuals with usable applications</li></li></ul><li>Intranet<br />
  59. 59. Wikis<br />
  60. 60. Functions in ourWiki<br />Statistics<br />Bambuserbroadcasts<br />Status updates<br />Subscribe by RSS<br />
  61. 61. Instant Messaging<br />MSN Messenger, Yammer orOffice Communicator?<br />
  62. 62. Press conference<br />Debate with the foreign ministry and the Swedish Church<br />15 journalists on location, 44 watched the broadcastlive<br />Comments and questions live<br />
  63. 63. Ourexperiencesandadvice<br />
  64. 64. Keys to success<br /><ul><li>Find conversations about travel safety and contribute with knowledge in a personal manner
  65. 65. Build and tend to your digital embassies and early adopters
  66. 66. Be quick to reply to questions, comments, tweets
  67. 67. Listen more than you speak. Be generous, create and share relevant and fun content
  68. 68. Learn about SEO, your users and common words
  69. 69. Educate the entire staff, spread out the workload</li></li></ul><li>Thank you!Twitter: @europeiskaFacebook: Facebook.com/Europeiskawww.europeiska.se<br />
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