DHV and Social Media
Foreword Social media is more than a buzzword. It is more than chatting about your private activities. It offers opportunities and results that can be very beneficial to our company and it crosses national boundaries. With social media we can have one to one communication with clients and alliances, and get feedback on our projects. We can share content, which in return extends the voice of our brands. It creates word-of-mouth buzz about our company, providing potential opportunities for business. Social media can make our company more interesting for potential colleagues. And it generates additional traffic to our websites. Together we can use social media as an effective marketing tool, while having fun in sharing and exchanging interesting information with others. Let’s socialize! Mirjam Soeterbroek Manager Communications
What will be in the newspapers tomorrow, is on Twitter today...
Myths and facts Social media is for kids
Social media is not for business
It’s only
populair in the USA
• 28% of LinkedIn users are executives with an average income of $ 104,000. • 60% have incomes of $ 93,000 or more. • The average age of Hyves users is 30. • 80% percent of Twitter users are over 25. • The fastest growing demographic on Facebook is 35 years old and older.
• 80% of companies use LinkedIn as a tool to find employees. • 25% of search machine results for the 20 largest brands are links to user-generated content. • 70% of bloggers are talking about brands on their blog. • 78% of consumers trust peer recommendations.
• There are now 11 million LinkedIn users across Europe. • About 70% of the 350 million active Facebook users are outside the US. • China’s QZone is even larger than Facebook. • India is the fastest-growing country to use LinkedIn. • Hyves has 8.400.000 members. • The second largest search engine in the world is YouTube.
‘Tweeting is the fastest way to communicate with our global audience...’
Social media and DHV Social media can be extremely advantageous to companies
Social media provides us with the opportunity to:
of all sizes, including DHV. We are already experimenting with social media and exploring its possibilities. Do you feel
• See what others are saying about DHV online
like joining in? To help you get going, we have listed some of
• Have one on one communication with clients
the plusses of social media.
• Receive feedback on projects and products • Personalize our company/brand • Feed exclusive content • Share exclusive information with followers • Extend our public relations strategies • Create brand communities around our projects, products and company • Generate extra exposure • Create word-of-mouth buzz around our company/brand. • Generate extra traffic to the DHV website.
Links to DHV twitter.com/dhvgroup
www.slideshare.net/dhvgroup
twitter.com/dhvgroep
dhvbv.hyves.nl
twitter.com/dhvbv
dhv-amersfoort.hyves.nl
www.youtube.com/user/DHVGroup
www.linkedin.com/groups?gid=36517
www.yammer.com/dhv.com
issuu.com/dhvgroup
www.facebook.com/pages/DHV/141262719236866
The social media landscape LinkedIn
Business-oriented social networking website
Social networking website
65 million users worldwide
400 million users worldwide
Mainly used for professional networking.
For anyone older than 13 with a valid e-mail address.
Active users in more than 200 countries.
More than 120 million users log on at least once a day.
A new member approximately every second.
More than two-thirds of users are outside of college.
Contact details of people you know and trust in business.
Networks are organized by workplace, school, or college.
MySpace
Hyves
Social networking website
Social networking website
106 million users worldwide
8,5 million users in the Netherlands
First and most well-known social network.
Keep in touch with friends and make new friends.
Particularly used for music.
Create personalized pages.
Almost every band has it’s own web page on MySpace.
Photos, videos, flash content and custom layouts.
Netlog
Social networking website
Social information network
63 million users in Europe
75 million users worldwide
Formerly known as Facebox and Bingbox.
Text-based posts of up to 140 characters.
Users across 25 languages.
Author’s sending tweets to followers.
Targeted at the European youth demographic.
More women (53%) than men (47%).
YouTube
Issuu
Social video-sharing website
Website for viewing print media
Over 100 million videos
One of TIME’s 50 best websites
Upload, share and view videos.
Viewing portfolios, books, magazine issues, newspapers et cetera.
Movie clips, TV clips, music videos, video blogging.
Comparable to what Flickr does for photo-sharing.
Individuals and companies.
With animated page flip options.
Yammer
Flickr
Enterprise social software
Social photo-sharing website
Used by some 70,000 organizations worldwide
More than 4 billion images
Private communication within organizations.
A content-driven network.
Pre-designated groups.
Image and video hosting site and online community.
Specific e-mail address needed to join network.
Widely used by bloggers.
Slideshare
Mindz
Slide hosting service website
Platform for communities
More than 1 million users worldwide
70.000 users in the Netherlands
Upload, view, comment, and share slideshows.
Self-employed professionals, entrepreneurs,
Popular in fields such as eLearning and web-conferencing.
manufacturers.
Possibility to join groups by interests.
Focusing on sustainability.
01
10 social media tips Know what you are talking about
If you are going to work with social media, be involved in social media. Start your own Twitter account, Facebook page, read blogs and get engaged. That is the best way to understand the culture, tone, best practices, and protocol.
02
Always be transparent When you are communicating in social media, say who you are and who you work for. Do not try to be sneaky and plant comments, do not hire people to go out and say nice things about you and stay away from ghost writing. Be genuine and be real!
03
Be yourself Readers can see through marketing talk. Be passionate about what you do and let that show through your personality. Let people see you as a person, not a mouthpiece.
04
Post frequently It is a lot of work, but do not post to your blog and then leave it for two weeks. Readers will not have a reason to follow you on Twitter or check your blog if they can not expect new content regularly.
05
Add value Share tips, tricks, and insights. People’s time is precious and they need to get something out of the time they spend with you. Make listening to you worth their time.
Ok Marlon,
This Twitter thing
has gone far enough!
06
Respond
07
Listen to what others have to say
Answer questions and thank people, even if it’s just a few words. Make it a two way conversation.
Appreciate suggestions and feedback. It will make what you do even better.
08
Learn from your mistakes
09
Be external
10
Have fun
Do not be afraid to say you were wrong and be quick to make changes when you are.
You do not have to be 100% internally focused. Link to other blogs, videos, and news articles. Share what others have to say.
If you do not like what you are doing, others will notice it and will not enjoy interacting with you.
‘YouTube offers a great exposure for our products and services...‘
‘If you take your business seriously, create a LinkedIn account today...‘
Effective marketing tools Social media are well suited for marketing purposes. Of
popular group, you yourself can post news announcements,
course they can be used for paid advertisements; however,
promote events, delete commercial announcements from
the free options are infinite. LinkedIn is particularly very
competitors, send e-mails to members, etc. Of course you
suitable as a marketing tool. This business medium is very
can also distribute events and news items through relevant
effective if you have created a large network. A useful tip is
groups managed by others. First you have to become a
the ‘LinkedIn Outlook plug in’ that you can use to quickly and
member of the group concerned, and you are dependent on
easily invite people to ‘link’ with you from your e-mail.
the approval of the group’s manager.
Once you have built a good business network on LinkedIn,
An active website, linked to the group, often determines the
you can, for example, announce commercially interesting
success of a group. This can also be a ‘community site’. You
messages through your ‘status’: “Today we found out that
can start a community dedicated to a specific subject at no
we were awarded the X assignment.” Another possibility to
cost or at a limited cost through platforms such as www.
inform your network is to add client events. Additionally, on
mindz.com and www.ning.com.
LinkedIn you can follow the wheeling and dealing of your contacts (change of job, promotions etc.).
Twitter Twitter can be an interesting marketing tool, but only through a commercially linked account, such as a website.
Group function
By using ‘tweets’ you then can (automatically) spread news
On LinkedIn there is an active group for almost any subject.
items about the site or any other announcements. Here it
Do you have a great idea for a group yourself? Quickly create
is also important to have sufficient followers; otherwise it
it! Even if a group for a certain subject already exists, consider
is not very useful. Therefore it makes sense to promote your
starting a new group yourself. If you are the manager of a
Twitter account on the related website.
DHV has its own Twitter account which is managed by Claudia Mulder of SSCC: twitter.com/dhvgroup Marketing information With RSS you can follow all the news items about a specific topic. Almost all news sites have an RSS feed, but many of your competitors’ and clients’ sites offer this resource too. You can set one up yourself in Google News. Subscribe to relevant RSS feeds and open them with, for example, the Google Reader. Create your own start page with I-Google in your browser and add the Google Reader, to stay constantly informed about the most recent news.
What happens in Vegas stays on Youtube, Twitter....
Marketing tips “Brands should develop a credible voice along the parameters of engagement, humility, and authenticity. Brands must socialize with their customers because ‘topdown’ advertising is not going to work by itself. Brands need to make their social relationships more symmetrical, with value for both the brand and the customer.” Source: the Razorfish Social Influence Marketing Report
01 02
10 Twitter tips Become familiar with Twitter by reviewing, or following, the activities of successful brands. Listen to what is already being said on Twitter about your expertise, projects etc.
03
Identify initial objectives for using Twitter, including what
04
Look into competitive activities, especially if there is
05 06
would qualify as a Twitter success story for your expertise or projects.
already a Twitter account about your expertise, service or product. Use the findings to decide on the appropriate opportunity such as offers or community building, tone of voice and method of engagement that may be right for your brand. Since Twitter is an ongoing activity, even if your company is only listening in, dedicate a resource to monitor the conversations and competitors.
07
08
Map out a plan for the content you will share, including valuable initial content to pique user interest. Integrate
your
account
throughout
your
marketing experience, by embedding it as a feed on the company Web site, including its URL in communications and so forth.
09
Maintain momentum by following everyone who follows
10
Provide ongoing direct value through your tweets by
you, responding to queries and joining in conversations without being too commercially oriented.
continuing to listen, learn and fine-tune your Twitter activities.
‘Meet me at Facebook: become a member of the DHV community on Facebook too!‘
Getting Started Before you jump in to social media, think about this:
Get a feel for the conversations
Why do I want to participate in social media? How can social
You will see that people who come on too strong with
media improve our business? How will social media be
marketing messages or who misrepresent themselves,
incorporated into our overall customer experience? Answers
are not treated too well by the community. Think of the
to these questions will help inform your engagement.
conversations you have in your daily life. What is interesting? Boring? Important? Genuine? It is called social media after
Set up profiles on various social networks
all.
It is best to use your name instead of an obscure nickname that people may construe as spam. Keep it as short as
Jump In
possible (e.g. John Doe instead of Jonathan Michael Doe). Be
Now that you have listened, you can be more effective in
sure to add a profile picture when you set up your accounts.
your participation.
If you add ‘DHV’ to your profile, remember that people will read your messages as coming from DHV.
Add value People will want to know about your opinion, expertise,
Start listening
projects and interests. You do not have to hit them over the
You can follow conversations on topics you care about first;
head to make them aware of them though. Give back to
your hobbies, your peers or professional interests. If you see
the conversation. Share your observations on the industry,
people’s ‘tweets’ you find of interest, click on their profiles
trends et cetera. Make sure you do not talk about your DHV
and see what other tweets they are making. If you find them
clients or projects in a negative way. They follow you too!
engaging, ‘follow’ them. This way you will start to build your network.
DHV’s Social Media Guidelines All kinds of social media or social networking tools are
Be a good blogger
available to anyone who wants to share insights, express
We’re lucky; we are part of a global working company that
opinions and communicate in a globally distributed
provides services for the sustainable development of our
conversation. While DHV recognizes the value of posting
living environment, in a close relationship with clients,
personal online content (on websites, blogs, podcasts,
employees and partners. This means we are likely to have
photos, chat rooms, forums, wikis, social network sites and
something interesting to add online.
social business tools), it is important that employees who choose to tell their DHV story online understand what is
Since being interesting is one of the cornerstones of
recommended, expected and required.
‘successful’ blogging, we’re off to a good start. That said, writing captivating online content is hard work and a
Please follow the DHV-guidelines for online communications
commitment. We suggest if you decide to jump into the
if you are using these media for business purposes.
blogosphere, do so with a commitment to post regularly and
Also consider these if you choose to identify yourself as
well; link to others and show your unique personality.
a DHV employee or discuss matters related to DHV or your assignments for DHV clients on a personal website
Be generous
or blog; many readers will assume you are speaking on
The Internet is all about connecting with links, so if you see
behalf of DHV. DHV must always uphold the trust of
something interesting, valuable or relevant, link to it! The
our clients, so it is critical that we act and communicate
more you link to relevant material, the more contacts you
responsibly and professionally. In light of this possibility,
will make and the more popular your own blog/hyve will
your communications should be transparent, ethical and
become.
accurate. DHV expects employees to respect DHV’s Business Principles.
Be considerate
Respect copyright laws
Remember that anyone, including your colleagues and our
Show proper respect for the laws governing copyright and
DHV customers, may be actively reading what you publish
fair use of copyrighted material owned by others, including
online. In choosing your words and your content, it’s a good
DHV’s own copyright and trademarks.
practice to imagine that your manager and your business relations are reading everything you post. It’s all about
Uphold DHV’s Business Principles
judgment: using your weblog to bash or embarrass DHV,
As a DHV employee, you have already made a commitment
our clients, our partners, your co-workers isn’t smart nor
to abide by DHV’s Business Principles. Please follow these
professional. If you have suggestions for improvements
principles in your online communications. If you choose to
at DHV, please state them constructively or better yet, go
share your political or religious stances online, be certain
through the proper internal channels to air your concerns
you are representing yourself and not the organization as a
and share your suggestions.
whole.
If you witness illegal, unsafe or unethical conduct by a DHV employee, we would prefer that you not discuss this in your blog. Instead, for example, you can call the Speak Up Line (link will follow shortly), which is the 24-hour, confidential and anonymous toll-free line that provides DHV employees to report issues like theft, fraud or any actions that violate DHV’s Business Principles. Reporting these issues in a blog may do more harm than good; worse yet, problems may not get to the attention of the people who can correct them.
When i die, spread my ashes over my blog...
Don’t reveal confidential information
Be sensitive to matters of social responsibility and politics
If you do blog about DHV, by all means talk about your good
when discussing specific projects, localities and policies.
work and make meaningful connections with your readers,
You should be careful to protect the dignity of clients by
but you must accomplish this while respecting the privacy
refraining from discussions that reflect negatively on them,
and confidentiality of clients and communities. When
even if they are not named. Remember that the client or your
making decisions about your online content, please refer to
business relation may be in your audience.
the following documents you agreed to when you became an employee: • E-mail etiquette • DHV’s Business Principles • Non disclosure agreement in your employment contract and in our agreements with clients. Please bear in mind: Clients and stakeholders should not be cited or obviously referenced without their approval. Never identify a client or partner by name without permission, and never discuss the confidential details of a client. It is acceptable to discuss general details and to use non-identifying pseudonyms so long as the information provided does not violate any nondisclosure agreements that may be in place with the client or make it easy for someone to identify the client.
Last but not least: make it interesting and have fun!
‘
‘We found the Nature Driven Design picture on Flickr for €200,-’
Issues Someone left a negative comment on our blog/Facebook page/Twitter/YouTube video! Do not panic! Assess the comment to understand if it has merit or not. If the commenter has a legitimate complaint, use it as an opportunity to thank them for their feedback and take it into consideration to improve your business. There will be people that leave comments who are beyond appeasing and will not be reasonable. That’s okay and you can move on. Other commenters may come to your defense. No one is following our blog/Twitter! It won’t happen overnight - unless you are a famous celebrity. Start grassroots. Tell your friends, family, employees and affiliates to check out your sites, follow you, and spread the word. Participate on other sites and they will start to reciprocate. I don’t have time to do all of this! Don’t try to do it all yourself. Find experts and passionate colleagues within DHV to contribute to blog posts and Twitter feeds. Not only does it provide you with more content, but it socializes DHV as a whole to the community.
Colophon Text Claudia Mulder Mirjam Soeterbroek Ralph van Hulzen Folkert van der Molen Design/layout Claudia Mulder Erik van der Horst More information and downloads https://iportal.dhv.com/DHVandSocialMedia
Towards the end of 2009, the average number of tweets per day was over 27.3 million...
‘Holy Blogosphere!
The Penguin, Joker and Riddler all want to be
my Facebook friends?’
‘Just hit,
IGNORE ALL!’