Date post: | 18-Nov-2014 |
Category: |
Social Media |
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Strategic alignment & focus of Social Media communication | 27 May 2014 1
STRATEGIC ALIGNMENT &
FOCUS OF SOCIAL MEDIA
COMMUNICATION Michael Sellen
Milan, 27 May 2014
Global Media Relations
Strategic alignment & focus of Social Media communication | 27 May 2014 2
STAKEHOLDER EXPECTATIONS CUSTOMERS
ANALYSTS
CR STANDARD SETTERS AND OBSERVERS
EMPLOYEES
JOURNALISTS
Strategic alignment & focus of Social Media communication | 27 May 2014 3
„Governance“ „Engagement“
Focus
• <…> – <…> <…>
• <…> – <…> <…>
3 1
• Coordination of activities • Set framework for Marketing &
Sales • Support & enable employees
• DPDHL activity in major
networks & channels • Dialogue-oriented
Communications approach (proactive & reactive)
3
„Intelligence“ 2
• Create transparency: Relevant topics, channels,
influencers, tonality
1. Governance Model „Hub & Spoke“
Achieve-
ments
2. Tools & Support for M & S
3. Guidance for Employees
1. Social Media Monitoring
2. Analysis & Reporting
3. Intervention by Customer Service
1. Official Presences
1,2 Mio users reached directly
High multiplication effect
DPDHL SOCIAL MEDIA INITIATIVE
Strategic alignment & focus of Social Media communication | 27 May 2014 4
5 Approaches for Social Media Set-up
11%*
Decentral Each BU acts
independently,
without systematic
coordination
+ Flexible
+ Genuine
+ Experimentell
- Uncoordinated
29%*
Central Central unit runs all
Social Media
activities
+ consistent
- strong regulation
- less genuine
41%*
Hub & Spoke Central unit
provides framework,
coordinates and
provides support,
Business Units
execute activities
+ consistent and
flexible
- time consuming
18%*
multiple
Hub & Spoke Same like Hub &
Spoke, but within a
multinational
organisation
1%*
Holistic Each employee is
allowed to officially
make use of Social
Media
HUB & SPOKE APPROACH
Strategic alignment & focus of Social Media communication | 27 May 2014 5
Social Media Styleguide
Wikipedia-Guidelines
Handbook
Guideline Community Management
Governance Model
Hub & Spoke
FRAMEWORK FOR SOCIAL MEDIA ACTIVITIES
Strategic alignment & focus of Social Media communication | 27 May 2014 6
Intranet Special
Guidelines Wikipedia-Policy Comprehensive Guidel.
Training Quiz
TOOLS FOR EMPLOYEES
Strategic alignment & focus of Social Media communication | 27 May 2014 7
„Governance“ „Engagement“
Focus
• <…> – <…> <…>
• <…> – <…> <…>
3 1
• Coordination of activities • Set framework for Marketing &
Sales • Support & enable employees
• DPDHL activity in major
networks & channels • Dialogue-oriented
Communications approach (proactive & reactive)
„Intelligence“ 2
• Create transparency: Relevant topics, channels,
influencers, tonality
1. Governance Model „Hub & Spoke“
Achieve-
ments
2. Tools & Support for M & S
3. Guidance for Employees
1. Social Media Monitoring
2. Analysis & Reporting
3. Intervention by Customer Service
1. Official Presences
1,2 Mio users reached directly
High multiplication effect
SOCIAL MEDIA INITIATIVE
Strategic alignment & focus of Social Media communication | 27 May 2014 8
„Governance“ „Engagement“
Focus
• <…> – <…> <…>
• <…> – <…> <…>
3 1
• Coordination of activities • Set framework for Marketing &
Sales • Support & enable employees
• DPDHL activity in major
networks & channels • Dialogue-oriented
Communications approach (proactive & reactive)
„Intelligence“ 2
• Create transparency: Relevant topics, channels,
influencers, tonality
1. Governance Model „Hub & Spoke“
Achieve-
ments
2. Tools & Support for M & S
3. Guidance for Employees
1. Social Media Monitoring
2. Analysis & Reporting
3. Intervention by Customer Service
1. Official Presences
1,2 Mio users reached directly
High multiplication effect
SOCIAL MEDIA INITIATIVE
Strategic alignment & focus of Social Media communication | 27 May 2014 9
COMMUNICATION ACCROSS ALL RELEVANT DIGITAL
CHANNELS
Strategic alignment & focus of Social Media communication | 27 May 2014 10
AGGREGATION & CURATION
Strategic alignment & focus of Social Media communication | 27 May 2014 11
AGGREGATION & CURATION
Strategic alignment & focus of Social Media communication | 27 May 2014 12
AN ENCOMPASSING FRAMEWORK IS NEEDED
Situation Solution
• Steer content strategy by “epics“, derived
from Communications strategy. Steer
content publishing by deriving stories out
of epics.
• Ensure consistent messaging across all
digital assets.
• More efficiency by sharing content within
all content creation teams.
• Companies have to manage an ever
growing number of digital channels
• Digital Media means more touch points
but less attention. Brand Messaging
activities tend to be scattered due to a
multitude of topics, media channels and
internal responsibilities
Strategic alignment & focus of Social Media communication | 27 May 2014 13
THANK YOU!
Michael Sellen
+49 228 18299770
twitter.com/MichaelSellen
linkedin.com/in/michaelsellen