addendum to my dfds-draft of social media strategy
DESCRIPTION
This document gives some more specific suggestions related to my Draft of a New Social Media Strategy for DFDS Seaways.TRANSCRIPT
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© Dennis M. Tomiola, 2013 – v1.1A – 25-Jun-13
A Draft Social Media Strategy for !
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Addendum
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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
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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
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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)
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Further Suggestions related to a Draft Social Media Strategy
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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!
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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
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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!
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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!)
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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?)
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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“
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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?
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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)
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CONTACT DETAILS! • Dennis Tomiola, v/ Dagmar Krähmer, #
Byvangen 57, DK-3790 Hasle • Phone: +41 76 381 58 70 • E-Mail: [email protected] • Web: http://www.dtomiola.dk • Twitter: www.twitter.com/dtomiola • Instagram: www.instagram.com/dtomiola • LinkedIn: www.linkedin.com/in/dtomiola
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Thank you again for listening,