DHL Social media initiatives

Deutsche Post DHL Social Media Initiative Corporate Communications Christian Maybaum Amsterdam, 15.04.2011

Deutsche Post DHL | PageSocial Media Initiative DPDHL | Amsterdam | April 2011

???

Deutsche Post DHL | PageSocial Media Initiative DPDHL | Amsterdam | April 2011 33

Social Media is globalizing rapidly.


Video – Relevance of Social Media for DPDHL


Brand damage through unofficial DPDHL presences that are not well managed and appear to be official.


1. Reach important target groups 2. Limit risks 3. Exploitation of (business)

potential4. Support Group and

Communications strategy

• Use of social media puts the customer at center stage and simultaneously promotes a dialog-oriented communications-culture in the company

• Supports target goals of the groups communications strategy: dialog-oriented and proactive communication

• Reach Two thirds of active internet- users are members or at least one social network and manage a profil

• Growth: Remarkable growth rates of various platforms

• Impact: Strong impact on the decision making processes of customers (opinion-maker- blogs)Strong influence on search engines` hitlist placement when a search is conducted

• Sales: Customer approach, networking

• IR: Issue Management

• Customer service: Customer satisfaction

• Marketing & Communications: Awareness, leads, revenue

• Market Research: Customer needs

• Product Management: Improvements/Innovations

• Internal Communications: Dialog-oriented communications culture

• Unoffical and poorly maintained DPDHL pages in social media

• The occasional inappropriate participation of employees in discussions

• No fast and efficient crisis communication due to a lack of transparency and expertise

Why is the subject of social media of relevance for Deutsche Post DHL?


Objectives of Social Media Initiative

1. Provide tools for internal stakeholders to limit existing risks 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

Create transparency

Systematic Monitoring approach

3. Start implementation of proactive communication approach

Official DPDHL presences in major social Media platforms

Objective of the initiative is to create transparency, limit existing risks and enable the group to unlock the business potential

1

2

3


Challange: Deutsche Post DHL is active in 220 markets with up to 5 business units.


Workflow for Coordinated Approach in Social Media

Corporate level provides BUs and countrys with framework to derive individual social media strategy.

1. Build Fundament

Corporate Level

Country Level

BU Level

• Provide Guidelines, Handbook, Styleguide & Training Modules

• Receive Guidelines, Handbook, Styleguide & Training Modules



Tools to Improve Social Media Usage (1/7): Guidelines Basic


Tools to Improve Social Media Usage (2/7): Guidelines Comprehensive

11


Social Media Handbook (Updated Version 2.0)

Tools to Improve Social Media Usage (3/7): Social Media Handbook


Wikipedia Policy (all employees)

Wikipedia Guideline (communications staff)

Tools to Improve Social Media Usage (4/7): Wikipedia Policy & Guideline


Social Media Styleguide

Tools to Improve Social Media Usage (5/7): Social Media Styleguide


Tools to Improve Social Media Usage (6/7): Social Media Quiz


Special in CoIN

Tools to Improve Social Media Usage (7/7): Special in Corporate Intranet


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

• Provide Guidelines, Handbook, Styleguide & Training Modules

• Develop activities based on Corp. Comms strategy

• Develop activities based on BU specific MarCom strategy

• Develop activities based on BU/ Country MarCom strategy

• Align activities with BU

• Execute & manage activities on local level

• Align activities with Corporate

• Execute & manage activities on BU level

• Execute & manage official DPDHL activities on corporate level

2. Derive Measures1. Build Fundament 3. Coordinate & Execute

Corporate Level

Country Level

BU Level• Receive

Guidelines, Handbook, Styleguide & Training Modules



Systematic Web-Monitoring Bi-Weekly report

Corporate Level: Systematic Web Monitoring & Reporting


Corporate Level: Activities in Web 2.0

DPDHL Twitter

DPDHL Career Facebook

DPDHL YouTube

DHL Formula 1 (FB/YT/TW) DHL Fashion Week Facebook


Web-Conference Monitoring

Interaction viaCustomer Service

Social MediaChannels

BU/Country Level: Example E-Postbrief (Online Letter)

• Identification of key opinion leaders in Germany

• Tracking of tonality, share of buzz and customer queries


BU/Country Level: Example E-Postbrief (Online Letter)


Thank you! Questions?

DHL Social media initiatives

Documents

social media usage

social media activities

use of social media

deutsche post dhl page

social mediabased

social network

social mediacorporate

dpdhl pages