Social Media Marketing in the Netherlands
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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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    Social Media Marketing in the Netherlands Social Media Marketing in the Netherlands Presentation Transcript

    • Social media marketing in the Netherlands Presentation IMM Barcelona 15/16 April 2010
    • “ 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
    • 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
    • Social media in The Netherlands: Hyves market leader – Facebook challenger *source comscore
    • First steps Social media marketing Tempo-Team:
      • Twitter-account: http://www.twitter.com/tempoteam (85 followers)
      • You Tube channel: http://www.youtube.com/user/tempoteam2009
      • Hyves: http://tempo-team.hyves.nl/ (309 friends) New corporate Hyves under construction
      • LinkedIn: Cross-selling network: http://www.linkedin.com/groups?gid=2673342
      • Various plans for further projects
    • Twitter: a potential new medium for recruiters? 32.000.000 Twitter users worldwide, 400.000 in NL
    • Twitter & recruitment: Wesley Hendriks (1700 followers)
    • Twitter: Tempo-Team
    • WHAT CAN SOCIAL MEDIA DO FOR US?
      • Recruitment
      • Peer to peer
      • Service
      • Customer relations
      • Advanced search (paid)
      • Acquisition
      • Involvement
      • Thought leadership
      • Conversation
      • Loyalty
      • Intelligence
      Brand Business
    • SOCIAL MEDIA IS PART OF OVERALL STRATEGY Traditional marketing Social media Search optimization Idea
    • 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
    • Layar-project (Augmented reality)
      • Pilotproject with new Layar- technique (geo-tagging)
      • Location finder/job finder
      • >400K Euro free publicity!
    • 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”
    • 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
    • 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
    • New website www.yacht.nl 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
      02/05/10
    • 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 Sapphire.com homepage and our social networking page
    •