DHL Social media initiatives

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DHL Social media initiatives

  1. 1. Deutsche Post DHL Social Media InitiativeCorporate CommunicationsChristian MaybaumAmsterdam, 15.04.2011
  2. 2. ???Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  3. 3. Social Media is globalizing rapidly.Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 3
  4. 4. Video – Relevance of Social Media for DPDHLSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  5. 5. Brand damage through unofficial DPDHL presences that are not wellmanaged and appear to be official. Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  6. 6. Why is the subject of social media of relevance for Deutsche Post DHL? 1. Reach important target 3. Exploitation of (business) 4. Support Group and 2. Limit risks groups potential Communications strategy• Reach • Unoffical and poorly • Sales: Customer approach, • Use of social media puts the Two thirds of active internet- maintained DPDHL pages in networking customer at center stage and users are members or at least social media simultaneously promotes a one social network and • IR: Issue Management dialog-oriented manage a profil communications-culture in the • The occasional inappropriate• Growth: company participation of employees • Customer service: Customer Remarkable growth rates of in discussions satisfaction various platforms • Supports target goals of the • Marketing & groups communications • No fast and efficient crisis• Impact: Communications: strategy: dialog-oriented and communication due to a lack Strong impact on the decision Awareness, leads, revenue proactive communication of transparency and expertise making processes of customers (opinion-maker- • Market Research: Customer blogs) needs Strong influence on search engines` hitlist placement • Product Management: when a search is conducted Improvements/Innovations • Internal Communications: Dialog-oriented communications culture Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  7. 7. Objectives of Social Media InitiativeObjective of the initiative is to create transparency, limit existingrisks and enable the group to unlock the business potential 1 Provide tools for internal stakeholders to limit existing risks 1. and set framework to leverage potential  Guidelines basic/comprehensive  Social Media Handbook (Framework for Marketing & Sales Activities)  Social Media Styleguide  Training Webinars  Employee Integration Platform  Training Quiz 2 Create transparency  Systematic Monitoring approach 33. Start implementation of proactive communication approach  Official DPDHL presences in major social Media platformsSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  8. 8. Challange: Deutsche Post DHL is active in 220 markets withup to 5 business units.Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 8
  9. 9. Workflow for Coordinated Approach in Social MediaCorporate level provides BUs and countrys with framework to deriveindividual social media strategy. 1. Build Fundament • Provide Guidelines, Corporate Handbook, Level Styleguide & Training Modules • Receive BU Level Guidelines, Handbook, Styleguide & Training Modules • Receive Country Level Guidelines, Handbook, Styleguide & Training ModulesSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 9
  10. 10. Tools to Improve Social Media Usage (1/7):Guidelines BasicSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 10
  11. 11. Tools to Improve Social Media Usage (2/7):Guidelines ComprehensiveSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 11
  12. 12. Tools to Improve Social Media Usage (3/7):Social Media Handbook Social Media Handbook (Updated Version 2.0)Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  13. 13. Tools to Improve Social Media Usage (4/7):Wikipedia Policy & Guideline Wikipedia Policy (all employees) Wikipedia Guideline (communications staff)Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  14. 14. Tools to Improve Social Media Usage (5/7):Social Media Styleguide Social Media StyleguideSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  15. 15. Tools to Improve Social Media Usage (6/7):Social Media QuizSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  16. 16. Tools to Improve Social Media Usage (7/7): Special in Corporate IntranetSpecial in CoIN Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  17. 17. Workflow for Coordinated Approach in Social MediaBased on tools provided, Social Media activities will be planned,executed and managed on corporate, BU and country level 1. Build Fundament 2. Derive Measures 3. Coordinate & Execute • Provide • Develop activities • Execute & Guidelines, based on Corp. manage official Corporate Handbook, Comms strategy DPDHL Level Styleguide & activities on Training Modules corporate level • Receive • Develop activities • Align activities BU Level Guidelines, based on BU with Corporate Handbook, specific MarCom • Execute & manage Styleguide & strategy activities on BU Training Modules level • Develop activities • Align activities • Receive based on BU/ with BU Country Level Guidelines, Country MarCom • Execute & Handbook, strategy manage Styleguide & activities Training Modules on local levelSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 17
  18. 18. Corporate Level: Systematic Web Monitoring & Reporting Systematic Web-Monitoring Bi-Weekly reportSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  19. 19. Corporate Level: Activities in Web 2.0DPDHL Twitter DPDHL YouTubeDPDHL Career Facebook DHL Formula 1 (FB/YT/TW) DHL Fashion Week FacebookSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  20. 20. BU/Country Level: Example E-Postbrief (Online Letter) Social Media Interaction via Channels Customer Service • Identification of key opinion Web-Conference Monitoring leaders in Germany • Tracking of tonality, share of buzz and customer queriesSocial Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 20
  21. 21. BU/Country Level: Example E-Postbrief (Online Letter)Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
  22. 22. Thank you! Questions?Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

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