This document discusses Deutsche Post DHL's social media initiative to create transparency, limit risks, and leverage opportunities in social media. It provides an overview of the initiative's objectives and challenges given DPDHL operates in 220 markets. It also outlines the tools and coordinated workflow between corporate, business unit, and country levels to develop social media strategies and consistently manage official DPDHL presences across platforms.
Transmedia Storytelling as a Content Marketing StrategyPamela Rutledge
Presentation at the Integrated Marketing Forum 2013, Tustin. Transmedia storytelling for brands is strategic story-based content development that links the psychological power of story with the creative potential and reach of media technologies.
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
How to create Social Media Calendar. Here you will find how to create an effective social media content calendar to help you plan and manage your posts. You'll also be given recommendations for great tools to assist you in creating and managing that content.
Social media has become an integral part of our daily lives. Whether it is sharing an Instagram story with your friends, shopping via a Facebook ad, or watching a weekly vlog by your favorite YouTube influencer, or retweeting an interesting tweet by a politician: social media is no longer just used to maintain contact with your friends and family. Nowadays, companies and organizations have incorporated social media channels into their DNA, as they recognize that social media is essential to get in touch with specific target groups and effectively present themselves to the world.
I built this document in order to attract the attention of Planning Directors who could provide mentorship, who are working in agencies where creativity and innovation are core values, and therefore could provide me with valuable experience and opportunities to hone and perfect my planning skills.
I believe that showcasing some of the work I’ve been part of might be of value to such an individual. So here it is.
On the topic of one’s career path, Brian Fetherstonhaugh, Chairman and CEO of OgilvyOne, wrote an essay on FastCompany and said that too many individuals «treat a career like a sprint, when in fact it is a 40-plus-year marathon...»
I agree.
Someday I hope to set on a path that will lead me to regional/global planning opportunities. Heck, maybe one day I’ll make partner of a hip and innovative shop! And I have the feeling I will eventually make a stellar lecturer and teach at a university!
But for now, I need to «take on rocket fuel» by accumulating skills, experiences and relationships.
If this document reached you, it is because I feel I could successfully achieve this with you and your team.
Peace.
Transmedia Storytelling as a Content Marketing StrategyPamela Rutledge
Presentation at the Integrated Marketing Forum 2013, Tustin. Transmedia storytelling for brands is strategic story-based content development that links the psychological power of story with the creative potential and reach of media technologies.
Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
Neuro Drink + Consumer packaged good (CPG).
The Economist + Publisher (British Magazine).
How to create Social Media Calendar. Here you will find how to create an effective social media content calendar to help you plan and manage your posts. You'll also be given recommendations for great tools to assist you in creating and managing that content.
Social media has become an integral part of our daily lives. Whether it is sharing an Instagram story with your friends, shopping via a Facebook ad, or watching a weekly vlog by your favorite YouTube influencer, or retweeting an interesting tweet by a politician: social media is no longer just used to maintain contact with your friends and family. Nowadays, companies and organizations have incorporated social media channels into their DNA, as they recognize that social media is essential to get in touch with specific target groups and effectively present themselves to the world.
I built this document in order to attract the attention of Planning Directors who could provide mentorship, who are working in agencies where creativity and innovation are core values, and therefore could provide me with valuable experience and opportunities to hone and perfect my planning skills.
I believe that showcasing some of the work I’ve been part of might be of value to such an individual. So here it is.
On the topic of one’s career path, Brian Fetherstonhaugh, Chairman and CEO of OgilvyOne, wrote an essay on FastCompany and said that too many individuals «treat a career like a sprint, when in fact it is a 40-plus-year marathon...»
I agree.
Someday I hope to set on a path that will lead me to regional/global planning opportunities. Heck, maybe one day I’ll make partner of a hip and innovative shop! And I have the feeling I will eventually make a stellar lecturer and teach at a university!
But for now, I need to «take on rocket fuel» by accumulating skills, experiences and relationships.
If this document reached you, it is because I feel I could successfully achieve this with you and your team.
Peace.
Le community management est une mission importante qui doit être bien préparée et encadrée pour être réussie. A ce titre, nous partageons avec vous la méthodologie mise en place par LIKE DIGITAL pour ses clients.
Cette méthodologie « community management » vise à encadrer les missions qui sont confiées à l’agence en indiquant les étapes de réflexion de l’agence avec notre client.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
Basic Idea of Strategic Communication, Barriers to Effective Communication, Benefits of Managers as Effective Communicators, The Seven Principles of Strategic Organizational Communications, Steps to Become a Good Strategic Communicator, 4 Step Model for Managers to be Strategic Communicators, Measuring Manager’s Communication Skills
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Mr. Arun Tyagi, GM, Marketing, IndiaMART, shares his expertise and experience on the subject, Product Marketing Strategy with IILM students as a part of guest lecture.
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
Comment l'éphéméréité sur les réseaux sociaux peut permettre de construire une image durable pour les marques auprès des jeunes alors que ceux-ci ne cessent d'adapter leur comportement à ces nouveaux usages connectés ?
Une approche en 3 partie :
Une étude sur l'évolution des comportements des jeunes dans l'écosystème digital et social
Une étude de la tendance de l'éphéméréité
Un développement stratégique
Attention, ce mémoire a été rédigé en 2016. L'univers du social media évolue constamment, il risque d'y avoir des passages obsolètes.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Campagne om consumenten, werknemers en organisaties bewuster te maken van de risico’s van internet en social media gebruik. Met tips om jezelf daar beter tegen te beschermen. Strategie en aansturing concept en productie.
Le community management est une mission importante qui doit être bien préparée et encadrée pour être réussie. A ce titre, nous partageons avec vous la méthodologie mise en place par LIKE DIGITAL pour ses clients.
Cette méthodologie « community management » vise à encadrer les missions qui sont confiées à l’agence en indiquant les étapes de réflexion de l’agence avec notre client.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
Basic Idea of Strategic Communication, Barriers to Effective Communication, Benefits of Managers as Effective Communicators, The Seven Principles of Strategic Organizational Communications, Steps to Become a Good Strategic Communicator, 4 Step Model for Managers to be Strategic Communicators, Measuring Manager’s Communication Skills
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Mr. Arun Tyagi, GM, Marketing, IndiaMART, shares his expertise and experience on the subject, Product Marketing Strategy with IILM students as a part of guest lecture.
Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
Comment l'éphéméréité sur les réseaux sociaux peut permettre de construire une image durable pour les marques auprès des jeunes alors que ceux-ci ne cessent d'adapter leur comportement à ces nouveaux usages connectés ?
Une approche en 3 partie :
Une étude sur l'évolution des comportements des jeunes dans l'écosystème digital et social
Une étude de la tendance de l'éphéméréité
Un développement stratégique
Attention, ce mémoire a été rédigé en 2016. L'univers du social media évolue constamment, il risque d'y avoir des passages obsolètes.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
Campagne om consumenten, werknemers en organisaties bewuster te maken van de risico’s van internet en social media gebruik. Met tips om jezelf daar beter tegen te beschermen. Strategie en aansturing concept en productie.
The content journey from Creation to Collaboration and EngagementDheeraj Chowdhury
This preesentation was presented at the Gov2,0 conference in Canberra in October 2012, The aim was to share the future of content and the speed at which it is evolving. A case study of the evolution of content in NSW DEC. Finally a look at the emerging platforms to help enterprises leverage technology in developing an integrated social content strategy.
Digital Influence Group (DIG) is a full-service interactive agency focused on helping clients take advantage of the social shift in marketing to build deeper relationships with their key constituencies. We have developed a unique methodology for identifying, educating and influencing the blogosphere, reputation aggregators, e-communities and social networks. Using social media to cultivate rich online experiences that drive stronger emotional connection and deeper engagement, we constantly measure and optimize all that we do.
Digital Influence Group is a part of W2 Group, Inc., a next-generation marketing services company founded by Larry Weber in 2004.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessDeirdre Walsh
This presentation showcases the steps needed to develop a successful social media strategy. It focuses on building a good process for listening and engaging with key stakeholders across the Social Web.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...Akio
European communication Summit - Spotter Conference - How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy? - Brussels, 4 & 5 July 2012.
http://spotter.com/
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Становление рынка носимых устройств. Слайды с #riw2014Nikolay Belousov
История появления рынка носимой электроники.
Quantified Self, интернет вещей, iPhone, Nintendo Wii, Fitbit, Николас Фелтон, все смешалось, чтобы мы могли носить на руках умные браслеты и часы.
Путь Madrobots - поиск УТП, выстраивание маркетинга, успехи и провалы #oborot...Nikolay Belousov
Рассказываю о том, как мы искали УТП для Madrobots и работает маркетинг.
Мы выросли до магазина с посещаемостью в 100 000 человек в месяц (без миллионных вливаний) за год работы.
В этом нам помогали открытость и контент-маркетинг.
Тезисы с конференции RIW 2012.
Проблемы социальных медиа:
они не являются способом завоевания лояльности человека
невозможно регулировать частоту общения с тем или иным клиентом
невозможно персонализировать свое сообщение конкретному человеку (пока)
при отсутствии мощного собственного медиа, рассчитывать на большие охваты в соц медиа не стоит
витрины в социальных сетях в штатах начали закрываться в силу того, что пользователи не воспринимают социальные сети как канал продаж
имеется тенденция к оплате за контакт с набранной аудиторией (инициатор Facebook - идея про то, что social - это earned media, умирает)
стоимость привлечения пользователей в социальные аккаунты быстро растет
В связи с этим использование социальных медиа ограничивается:
- компаниями из сферы услуг с высокой частотой покупок (продажа билетов, продажа услуг, медиа)
- поддержкой клиентов
- оптимизацией для социальных медиа (в т.ч. для целей SEO).
Цель презентации - показать, что современные digital маркетологи обладают огромными возможностями в привлечении и удержании клиентов.
Считаю важным подчеркнуть тот факт, что несмотря на развитие социальных медиа, емейл - основной инструмент коммуникации с клиентом.
Социальные сети - зло. Фееричнейший бред от представителя РЖДNikolay Belousov
Несколько цитат
1) Социальные сети - только часть тренда в рамках синтагмы премодерн-модерн-постмодерн
2) Социальные сети - только этап
3) Вредные последствия социальных сетей мы сможем осознать только спустя годы
4) Модель ТАЗИК (без чего идти в социальные сети не имеет смысла).
Из этих слайдов я наконец понял, что крайне важно оснастить Social Media Command Center "по последнему слову техники", а именно повесить на стену минимум 6 мониторов, где бы рисовались графики и появлялись упоминания о бренде 10-ым кеглем.
Прирожденные кликеры в России. Исследование того, как работает медийная рекламаNikolay Belousov
Исследование медийной рекламы от Comscore, которое фактически утверждает, что количество кликов на баннеры ровным счетом ничего не значит, ввиду того, что большая часть кликов генерируется 10 % аудитории, не образующей репрезентативную выборку.
3. Social Media is globalizing rapidly.
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 3
4. Video – Relevance of Social Media for DPDHL
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
5. Brand damage through unofficial DPDHL presences that are not well
managed and appear to be official.
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
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. Objectives of Social Media Initiative
Objective of the initiative is to create transparency, limit existing
risks 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 platforms
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
8. Challange: Deutsche Post DHL is active in 220 markets with
up to 5 business units.
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 8
9. Workflow for Coordinated Approach in Social Media
Corporate level provides BUs and countrys with framework to derive
individual 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 Modules
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 9
10. Tools to Improve Social Media Usage (1/7):
Guidelines Basic
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 10
11. Tools to Improve Social Media Usage (2/7):
Guidelines Comprehensive
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 11
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. 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. Tools to Improve Social Media Usage (5/7):
Social Media Styleguide
Social Media Styleguide
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
15. Tools to Improve Social Media Usage (6/7):
Social Media Quiz
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
16. Tools to Improve Social Media Usage (7/7):
Special in Corporate Intranet
Special in CoIN
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
17. Workflow for Coordinated Approach in Social Media
Based 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 level
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 17
18. Corporate Level: Systematic Web Monitoring & Reporting
Systematic Web-Monitoring Bi-Weekly report
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
19. Corporate Level: Activities in Web 2.0
DPDHL Twitter DPDHL YouTube
DPDHL Career Facebook DHL Formula 1 (FB/YT/TW) DHL Fashion Week Facebook
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
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 queries
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page 20
21. BU/Country Level: Example E-Postbrief (Online Letter)
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page
22. Thank you!
Questions?
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page