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Social Media Marketing in the Netherlands


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

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Social Media Marketing in the Netherlands

  1. 1. Social media marketing in the Netherlands Presentation IMM Barcelona 15/16 April 2010
  2. 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. 3. Fact & figures social media in NL <ul><li>Average use of social media in NL: 7 hours per month </li></ul><ul><li>Hyves (Dutch social network) extremely high penetration (63,42%) </li></ul><ul><li>Facebook strong runner-up, last year grown with almost 75% </li></ul><ul><li>Strong captive audience on Hyves, Facebook and MySpace </li></ul>
  4. 4. Social media in The Netherlands: Hyves market leader – Facebook challenger *source comscore
  5. 5. First steps Social media marketing Tempo-Team: <ul><li>Twitter-account: (85 followers) </li></ul><ul><li>You Tube channel: </li></ul><ul><li>Hyves: (309 friends) New corporate Hyves under construction </li></ul><ul><li>LinkedIn: Cross-selling network: </li></ul><ul><li>Various plans for further projects </li></ul>
  6. 6. Twitter: a potential new medium for recruiters? 32.000.000 Twitter users worldwide, 400.000 in NL
  7. 7. Twitter & recruitment: Wesley Hendriks (1700 followers)
  8. 8. Twitter: Tempo-Team
  9. 9. WHAT CAN SOCIAL MEDIA DO FOR US? <ul><li>Recruitment </li></ul><ul><li>Peer to peer </li></ul><ul><li>Service </li></ul><ul><li>Customer relations </li></ul><ul><li>Advanced search (paid) </li></ul><ul><li>Acquisition </li></ul><ul><li>Involvement </li></ul><ul><li>Thought leadership </li></ul><ul><li>Conversation </li></ul><ul><li>Loyalty </li></ul><ul><li>Intelligence </li></ul>Brand Business
  10. 10. SOCIAL MEDIA IS PART OF OVERALL STRATEGY Traditional marketing Social media Search optimization Idea
  11. 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. 12. Layar-project (Augmented reality) <ul><li>Pilotproject with new Layar- technique (geo-tagging) </li></ul><ul><li>Location finder/job finder </li></ul><ul><li>>400K Euro free publicity! </li></ul>
  13. 13. Lessons learned (1): <ul><li>1: The right networking attitude </li></ul><ul><ul><ul><ul><li>“ Sharing information in a reactive and proactive way without expecting anything immediately in return” </li></ul></ul></ul></ul><ul><li>2: The Golden Triangle of networking: Give – Ask – Thank </li></ul><ul><ul><ul><ul><li>Give or share : what can we give or share with other people </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ask : ask people for their help ; ask ‘indirect’ questions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Thank : always thank people, regardless whether they could help or not </li></ul></ul></ul></ul><ul><li>3: The real power of the network is in the 2nd degree </li></ul><ul><ul><ul><ul><li>“ The real power of the network is not in who you know, but in who they know” </li></ul></ul></ul></ul>
  14. 14. Lessons learned (2) <ul><li>4: your “ Know, Like and Trust ” Factor </li></ul><ul><ul><ul><ul><li>Know : what do people know about you? How complete is your profile? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Like : people like other people who are helpful, kind and not pushy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trust : trust that you are an expert; trust that you will behave decently </li></ul></ul></ul></ul>
  15. 15. First experiences Randstad <ul><li>Integration is the key to success </li></ul><ul><li>successful engagement with networking sites can be obtained via the selection of sites that hold the </li></ul><ul><li>required target group(s) and the integration of activity into ‘traditional’ marketing processes. </li></ul><ul><li>How this can be achieved? </li></ul><ul><li>Most Randstad-countries analysed all primary social and professional networking sites and concluded that </li></ul><ul><li>LinkedIn, Facebook and Twitter should be targets sites for networking. </li></ul><ul><li>What they did… </li></ul><ul><li>join relevant groups within Linked In   </li></ul><ul><li>post jobs on all groups (Twitter is automated) </li></ul><ul><li>post PR activity (company press releases) </li></ul><ul><li>start discussions / comment on discussions </li></ul>
  16. 16. New website and blog strategy live in the beginning of May 2010 <ul><li>Blog strategy: a minimum of 4 blogs per month per competence and line of business </li></ul><ul><li>Focussing on Yacht business propositions </li></ul>02/05/10
  17. 17. Social Media in the US <ul><li>Sapphire maintains a presence on </li></ul><ul><ul><li>Facebook – 1-2 status update(s) a day (via Twitter) </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>MySpace – maintain presence </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><li>Presence showcased on homepage and our social networking page </li></ul>