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Social Media Marketing in the Netherlands


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Presentation Randstad International Marketing Meeting Barcelona, 15/16 April 2010

Presentation Randstad International Marketing Meeting Barcelona, 15/16 April 2010

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  • 1. Social media marketing in the Netherlands Presentation IMM Barcelona 15/16 April 2010
  • 2. “ In 2010, if you are not on a social network site, you are not on the Internet” IAB Status Report User Generated Content Social Media and Advertising
  • 3. Fact & figures social media in NL
    • Average use of social media in NL: 7 hours per month
    • Hyves (Dutch social network) extremely high penetration (63,42%)
    • Facebook strong runner-up, last year grown with almost 75%
    • Strong captive audience on Hyves, Facebook and MySpace
  • 4. Social media in The Netherlands: Hyves market leader – Facebook challenger *source comscore
  • 5. First steps Social media marketing Tempo-Team:
    • Twitter-account: (85 followers)
    • You Tube channel:
    • Hyves: (309 friends) New corporate Hyves under construction
    • LinkedIn: Cross-selling network:
    • Various plans for further projects
  • 6. Twitter: a potential new medium for recruiters? 32.000.000 Twitter users worldwide, 400.000 in NL
  • 7. Twitter & recruitment: Wesley Hendriks (1700 followers)
  • 8. Twitter: Tempo-Team
    • Recruitment
    • Peer to peer
    • Service
    • Customer relations
    • Advanced search (paid)
    • Acquisition
    • Involvement
    • Thought leadership
    • Conversation
    • Loyalty
    • Intelligence
    Brand Business
  • 10. SOCIAL MEDIA IS PART OF OVERALL STRATEGY Traditional marketing Social media Search optimization Idea
  • 11. Social media in marketing- and communications mix Audiences Flexworkers Clients/ prospects Press & media Employees Society/ general public Social networks x x x x x Instant messaging x x Blogs x x x Microblogs x x x Forum x x x x Wiki x RSS/Alerts x x Mediasharing x
  • 12. Layar-project (Augmented reality)
    • Pilotproject with new Layar- technique (geo-tagging)
    • Location finder/job finder
    • >400K Euro free publicity!
  • 13. Lessons learned (1):
    • 1: The right networking attitude
          • “ Sharing information in a reactive and proactive way without expecting anything immediately in return”
    • 2: The Golden Triangle of networking: Give – Ask – Thank
          • Give or share : what can we give or share with other people
          • Ask : ask people for their help ; ask ‘indirect’ questions
          • Thank : always thank people, regardless whether they could help or not
    • 3: The real power of the network is in the 2nd degree
          • “ The real power of the network is not in who you know, but in who they know”
  • 14. Lessons learned (2)
    • 4: your “ Know, Like and Trust ” Factor
          • Know : what do people know about you? How complete is your profile?
          • Like : people like other people who are helpful, kind and not pushy
          • Trust : trust that you are an expert; trust that you will behave decently
  • 15. First experiences Randstad
    • Integration is the key to success
    • successful engagement with networking sites can be obtained via the selection of sites that hold the
    • required target group(s) and the integration of activity into ‘traditional’ marketing processes.
    • How this can be achieved?
    • Most Randstad-countries analysed all primary social and professional networking sites and concluded that
    • LinkedIn, Facebook and Twitter should be targets sites for networking.
    • What they did…
    • join relevant groups within Linked In  
    • post jobs on all groups (Twitter is automated)
    • post PR activity (company press releases)
    • start discussions / comment on discussions
  • 16. New website and blog strategy live in the beginning of May 2010
    • Blog strategy: a minimum of 4 blogs per month per competence and line of business
    • Focussing on Yacht business propositions
  • 17. Social Media in the US
    • Sapphire maintains a presence on
      • Facebook – 1-2 status update(s) a day (via Twitter)
      • LinkedIn – invite at least 6 people per week to join network, gain 4 new connections per week, spend at least 25 minutes per week researching groups (join one a week), gain 4 new connections per week
      • MySpace – maintain presence
      • Twitter – twice daily tweet on sapphirenews , at least 3 “RT” a week, at least 1 “hash tag #” related to each tweet per day. Integrated job feed on sapphireus , association with tweetmyjobs
    • Presence showcased on homepage and our social networking page
  • 18.