© Dennis M. Tomiola, 2013 – v1.1A – 25-Jun-13

A Draft Social Media Strategy for !

Addendum

Case study – Key Figures!

Type International Airline from Scandinavia International Ferry Company from Scandinavia

Main Countries involved 3 - (DA, NO, SE) ≥10 - (DA, NO, SE, DE, GB, FR, NL, LT, RU, EE)

Homemarkets 3 - (plus the destination countries) around 20

Company Head office Stockholm Copenhagen

Type of Company decentralized w/ three main offices (Oslo, Copenhagen, Stockholm) à transition in progress to a more centralized company structure

decentralized w/ many main offices

Self-recognition of Company

since 2010/2011 as „one“ SAS many national branches – but not „one“ DFDS

Passengers (2012) 21.5 Million 5.1 Million

Employees (2012) 12,883 5,900

Business Volume (2012) SEK 35.9 bn DKK 12.0 bn

Case study – SM Approach!

Social Media Approach Central (from Stockholm/Oslo) Decentral (from all Countries)

Language used in Communication with Users/Passengers

mainly English (but also Danish, Norwegian, Swedish)

all involved languages

Personnel for Social Media Communication

1 Head of Social Media 2-3 in Customer Center (from 8am-10pm) (larger Emergency Team on std-by, built within 2 hrs.)

many (only during local business hours) (at least one person in each country)

Social Media is used for •  Special Offers(both local and global)

•  Traffic/Flight Information •  Customer Contact/Service •  Emergency Communication •  Getting Social with Passengers (Photos,

Videos, Quizes, etc.)

•  Special Offers(only local, country-specific)

•  Traffic/Ferry Information •  Limited Customer Contact/Service •  very limited Emergency Communication •  Getting Social with Passengers (Photos,

Videos, Quizes, etc.)

*See also: „Strategisk bruk av Sosiale Medier i SAS“, presentation made by Christian Kamhaug, former Head of Social Media at SAS, March 21, 2012 – http://en.slideshare.net/CKamhaug/strategisk-bruk-av-sosiale-medier-i-sas

Case study – SM Channels!

Facebook-Pages 1 (+1 for Affiliate Program) 8 (+1 for Logistics)

Twitter-Channels 1 (+1 for Affiliate Program) 6 (+1 for Affiliate Program)

Youtube-Channels 1 4

Google+-Channels 1 3

Instagram-Channels 1 –

Pinterest-Pinboards 1 –

Way of communicating with passengers in emergency situation

•  pro-active •  fast •  informative •  cross-medial •  Customer Center works closely together

with Social Media folks in order to give best Customer Support

•  defensive re-acting •  rather slow •  rather limited information to customers •  mostly linking to website and telling people to

call Customer Center (which is not available during weekends)

Further Suggestions related to a Draft Social Media Strategy

Draft Strategy!In General! •  If you want to continue with a decentralized

Social Media approach, make sure that your Social Media folks work closer together across the countries and be on all important Social-Media-Channels (FB, Twitter, G+, Instagram)

•  Set People to work with/on all Social Media Channels every day (and have at least one person on stand-by Sat/Sun!)

•  Have Social Media as a fully accepted part of those people‘s work

•  Ensure quick responses via Social Media •  Have an „Emergency Support Team“ ready!

Draft Strategy!In General! •  Get online on the yet missing Social Media

Channels and connect the Channels with each other (i.e. Instagram w. Facebook & Twitter)

•  Denmark seems to use „Falcon Social“-Soft-ware – which is a very good Social Media Management Tool (but it‘s not free L)

•  The daily work with Social Media is not free – spend some ressources in order to get the best result

Draft Strategy!In General! •  Create Common Guidelines to be followed by

all (i.e. how you want to „talk“ to people) •  Follow the same channel-specific outlines as

mentioned earlier •  Think of harmonizing the Social Media „Share“-

button on all of your sites (German website‘s approach is a good example, if you want to have them to look the „DFDS way“)

•  Use Social Media more aggressive than you used it until now!

Draft Strategy!FINAL TOPICS THAT MIGHT HELP YOU TO DETERMINE YOUR SOCIAL MEDIA STRATEGY! •  CENTRALIZED VS. DECENTRALIZED#

#May one single Social Media Team be better than several on a national basis?##(in emergency situations it might be better with one single person/team, because you can react faster to peoples need for information and do not need to have two (or more) teams doing and writing the same!)

Draft Strategy!FINAL TOPICS THAT MIGHT HELP YOU TO DETERMINE YOUR SOCIAL MEDIA STRATEGY! •  „THE DFDS WAY“#

#Which values and attitudes does DFDS want to reflect on Social Media and in general?##How would you like to be recognized as by your Customers?##(is DFDS just a multi-national Ferry Company with no specific „home“ or does DFDS have some specific roots, i.e. does DFDS want to be recognized as a specific Danish/Scandinavian Company?)

Draft Strategy!FINAL TOPICS THAT MIGHT HELP YOU TO DETERMINE YOUR SOCIAL MEDIA STRATEGY! •  FACE THE CONSEQUENCES#

#No matter what you decide or what way you choose for your future Social Media Strategy – all of your decisions will be noticed by your customers! They will be the first to give you „thumbs up“ or „thumbs down“

Draft Strategy!Some Expected Results of a new and improved DFDS Seaways Social Media Approach! •  More satisfied Customers#

(because of an much better Customer Support!)

•  More traffic to your Websites •  A stronger brand amongst Customers#

(because you listen to them) •  Less negative mentions in online conversations

•  Growing passenger rates in the future?

Draft Strategy!By the way:!

I love your current advertising-videos on the DFDS UK-youtube-channel, because they: •  are easy-made •  are easy to understand •  transport exactly what they are

supposed to transport (holiday and recreation feeling, happiness)

CONTACT DETAILS! •  Dennis Tomiola, v/ Dagmar Krähmer, #

Byvangen 57, DK-3790 Hasle •  Phone: +41 76 381 58 70 •  E-Mail: dennis.tomiola@me.com •  Web: http://www.dtomiola.dk •  Twitter: www.twitter.com/dtomiola •  Instagram: www.instagram.com/dtomiola •  LinkedIn: www.linkedin.com/in/dtomiola

Thank you again for listening,