Priva goes social

Social media policy

Why this policy

Social media is getting more important for Priva, so• Timing/planning is important• Relevant content is essential• Make time for webcare!

– Policy primarily for twitter, but also applicable for other social media

Positioning the Priva brand by:• Responding to relevant (current) affairs• Sharing knowledge and sharing news and events• Cross medial campaigns (e.g. for an event (like

HortiFair) or marketing new products)– Keep in mind that social media are intended for

interaction with your community and not just for sending or pushing information!

• Webcare

Secondary goals:• Integration online media• Traffic to website

Goals Priva twitter accounts

Twitter• For Dutch market: PrivaNL• Worldwide: PrivaINT (mostly HC, but also LWE and

corporate)• UK/Ireland (PUK market): PrivaUK (mostly LWE, but

aiming for a “complete” account as well)• Meiny_Prins

Facebook• Priva BI NA• Priva BI DE

Linkedin: Priva group

accounts at this moment

• PrivaNL: Debby, Eva, Arie• PrivaINT: Debby, Eva• PrivaUK: Joanna Watchman• Meiny_Prins: Arie

Account management

• Keep all posts and conversations on social media in line with the Priva values:– Show respect– Be involved– Make it happen

Social media values

• To reach local market: use Priva+country code for twitter and Facebook account

• Use Priva logo as avatar• Always fill in a correct and relevant Bio

– Let your followers know who you are and what you do– Limited to 160 characters– Prefered Priva bio:

Priva creates innovative solutions for climate control and process management that make minimal use of scarce natural resources such as energy and water.

Setting up a new Priva account

• Follow relevant persons and businesses • Tweet and retweet! And if your tweets are up to date

and relevant, you will be retweeted as well.• Tweet at least 2 or 3 times a week, but don’t

exaggerate (more than 15 tweets day is annoying for you followers)

• Retweet within a few hours, retweeting days after the original tweet will make your followers think you are a “lazy tweeter”.

• Is the Priva employees have a personal twitter account as wel, encourage them te retweet the Priva tweets.

How to build a network at twitter

• Integrate all online media: refer to your website from twitter, refer to tweets from your online newsletter, etc.

• Use a twitter client like Tweetdeck or Hootsuite. In these clients it’s possible to manage more than one twitter account, and to add a linkedin or facebook account. You can also add columns for tweets mentioning your account, to see your new followers and to keep an eye on what is said about Priva.

• Use hashtags (#) to add search terms in your tweets. • Follow the other Priva offices. If applicable, retweet

each others tweets.

How to build a network II

• Twitter is a communication medium. Like any other medium (such as brochures, press releases), you have to think about:– Who to reach– What am I aiming for– With what message

• As part of a cross medial campaign:– Determine message – Determine content– Schedule sending moments

Twitter as communication medium

• Support the Priva brand• Contain relevant content (if you’ve got nothing to

say, then don’t!)• Be open for interaction• Not just be an advertisement

And realise that:• Someone might react and expects an answer• Your tweets can be retweeted• Tweets or other SM messages can go further than just

Priva followers or the Priva community

Tweets or other SM messages from Priva accounts should always…

• Use photos or videos to enrich your messages• Use youtube for uploading your movies

– Priva channel is available (credentials via Eva or Debby)• Add hyperlinks to our website or other relevant

content

Make the content media rich

• loose but professional• No unnecessary popular language• A joke is okay, but never do any harm to other people

or companies

Please keep in mind that you can’t see a wink in written messages…

Tone of voice

• Retweet or sharing messages from other people/companies only when the content of the original tweet/message is relevant to the Priva followers

• And when the content has a link with Priva

And when you want to reach your own network as well:• First twitter or write a facebook update from a Priva

account and then retweet from your personal account (especially when it involves “campaign” tweets)

• tweets with a professional content (e.g. about horticulture or sustainability) can be tweeted or facebooked from a personal account, and then shared via a Priva account

Retweeting or sharing

• Of course you can mention Priva in your own tweets or facebook updates. This means sharing knowledge and (when done right) support the Priva brand. If you do:– Use PrivaNL, PrivaINT, PrivaUK (etc) and not #Priva– Always have respect for (the) Priva (brand)– Keep in mind that your facebook updates or tweets are

visible to all your followers and friends– Keep in mind that your tweets or updates can be shared

by others– Keep in mind that tweets with PrivaNL, PrivaINT and

PrivaUK in it are visible at our website(s)– Be aware of the impact when you twitter or facebook

about Priva or add a Youtube video

Mentions

• Use hashtags (#) to indicate a specific topic (like #hortifair, #sustainability, #fail)

• Clusters tweets (in combination with a search)• Are used to cluster tweets for an event (like

#hortifair)• Sometimes hashtags are used for fun (#sixwordstory)• Is an informal agreement• Keep them short; you only have 140 characters!

#hashtag

On PC/Mac• Tweetdeck• Hootsuite

On mobile device• Tweetdeck, twitterific, Twitter for iPhone

All contain al lot of functionsAdding locationAdding photos or videosLink shortener

Use of columns to get an overview of mentions, searches, etc.

Twitter/social media clients

• From Twitter (automatic) updates to:– Facebook– Linkedin (use #in)– Socialcast

• Automatic updating to twitter from:– Blog– Youtube– Slideshare

• Please keep in mind: automatic updates can be tricky!

Twitter and other social media

• If you have any videos about Priva, it’s customers, products, etc, and you would like to upload it to youtube, please contact the Communications Specialist/department

• The video will be reviewed and uploaded to the right (Priva) channel

Youtube videos

• Be a business card – the motto is, behave just like you want people to see your company. So never

mention colleagues, competitive businesses or dealers/partners in a negative way and do not complain too much if things/business is disappointing.

• Let your followers know what you want – Got a new idea or a change in mind, share it with your public. Your followers are

your potential clients. It is wise to admit when you've made a mistake. Honesty is the credo to keep your credibility.

• Add a personal touch to your tweets– The principle of Twitter is sharing. Use this principle, but don’t go overboard.

Personal news (e.g. an anniversary of an employee) can gain trust, because it gives your company a face.

Twitter do’s

• Followers flatter – It is good to involve people in the development of your concepts. Two people

always know more than one, so your product can actually be better. People feel flattered when you ask their opinion, so they will think of you again if they need help.

• Say no to bad followers – It's nice to have many followers. But if you Twitter for business purposes, you may

be very selective and block people that you find annoying. Quality before quantity. If your followers can do nothing for you, the number says nothing.

Twitter do’s

• Reluctant twittering – If you do not feel the need to post several times a day about your

doings, then Twitter is simply not for you. You need to be little bit ADD-ish and it should fit you. If you have to put yourself to it, you'd better stop.

• Shout – “Three days Twitter discount to our xxx-products!” If you twitter like

that, you're not human, but a walking advertisement. That loud way of marketing doesn’t work for Priva.

• Cheat and mislead – Be and stay yourself. Don’t pull tricks on your followers; don’t pretend to

be someone or something else; your followers will see right through it! That's because it's such a personal medium. Everyone sees and reads everything, so lies will come out sooner or later. It is also important to mention your resources if you use someone’s content; in case of Twitter: retweet! Otherwise you commit plagiarism and that can cost your company the head.

Twitter don’ts

• Automatic answer – In emails we find it normal, but automated replies on Twitter are seen as

irritating en and even seen as spam. Automatic direct messages are very annoying and it takes away the very personal nature and that is precisely the power of this kind of social media.

Twitter don’ts

• Being present at social media is linke being at a party with friends, colleagues, your customers and your boss…

• What you say at that party will be forgotten next week, but what you update at the internet can be found like forever

• Keep confidential information confidential• Don’t get involved in arguments• Make a division between your personal tweets and

your professional tweets about Priva• Stick to your area of expertise and provide unique,

individual perspectives on what's going on at Priva and in the world

Nettiquette

• Don’t embarrass yourself with any (compromising) texts, photos or videos

• Don’t tag yourself in any compromising photos or videos from friends (and ask thém not to tag you either)

• Admit mistakes, apologize when necessary• Respect copyright, don’t use any brand images

without permission• Keep an eye on the reactions on your blog, keep them

as respectful as your own contribution• Don’t quote colleagues or use someone elses material

without permission• Don’t tweet or update “hidden” marketing messages• And the most obvious one: Don’t lie!

Nettiquette