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