Social media marketing in the NetherlandsPresentation IMM Barcelona 15/16 April 2010

“In 2010, if you are not on a

social network site,

you are not on the Internet”

IAB Status Report User Generated Content Social Media and Advertising

Fact & figures social media in NL

• Average use of social media in NL:

7 hours per month

• Hyves (Dutch social network)extremely high penetration(63,42%)

• Facebook strong runner-up, last

year grown with almost 75%

• Strong captive audience on Hyves, Facebook and MySpace

Social media in The Netherlands:Hyves market leader – Facebook challenger

*source comscore

First steps Social media marketing Tempo-Team:

- Twitter-account: http://www.twitter.com/tempoteam (85 followers)

- You Tube channel: http://www.youtube.com/user/tempoteam2009

- Hyves: http://tempo-team.hyves.nl/ (309 friends)New corporate Hyves under construction

- LinkedIn: Cross-selling network: http://www.linkedin.com/groups?gid=2673342

- Various plans for further projects

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Twitter: a potential new medium for recruiters?

32.000.000 Twitter users worldwide, 400.000 in NL

Twitter & recruitment: Wesley Hendriks (1700 followers)

Twitter: Tempo-Team

WHAT CAN SOCIAL MEDIA DO FOR US?

• Recruitment

• Peer to peer

• Service

• Customer relations

• Advanced search (paid)

• Acquisition

• Involvement

• Thought leadership

• Conversation

• Loyalty

• Intelligence

Brand Business

SOCIAL MEDIA IS PART OF OVERALL STRATEGY

Traditional

marketing

Social

media

Search

optimization

Idea

Social media in marketing- and communications mix

Audiences Flexworkers Clients/prospects

Press & media

Employees Society/general public

Social networks x x x x x

Instant messaging x x

Blogs x x x

Microblogs x x x

Forum x x x x

Wiki x

RSS/Alerts x x

Mediasharing x

Layar-project (Augmented reality)

• Pilotproject with new

Layar- technique (geo-

tagging)

• Location finder/job finder

• >400K Euro free publicity!

Lessons learned (1):

1: The right networking attitude

– “Sharing information in a reactive and proactive way without expecting anything immediately in return”

2: The Golden Triangle of networking: Give – Ask – Thank

– Give or share: what can we give or share with other people

– Ask: ask people for their help ; ask ‘indirect’ questions

– Thank: always thank people, regardless whether they could help or not

3: The real power of the network is in the 2nd degree

– “The real power of the network is not in who you know, but in who they know”

-

Lessons learned (2)

• 4: your “Know, Like and Trust” Factor

– Know: what do people know about you? How complete is your profile?

– Like: people like other people who are helpful, kind and not pushy

– Trust: trust that you are an expert; trust that you will behave decently

First experiences Randstad

Integration is the key to success

successful engagement with networking sites can be obtained via the selection of sites that hold the

required target group(s) and the integration of activity into ‘traditional’ marketing processes.

How this can be achieved?

Most Randstad-countries analysed all primary social and professional networking sites and concluded that

LinkedIn, Facebook and Twitter should be targets sites for networking.

What they did…

• join relevant groups within Linked In  

• post jobs on all groups (Twitter is automated)

• post PR activity (company press releases)

• start discussions / comment on discussions

02/05/10

New website www.yacht.nl and blog strategy live in the beginning of May 2010

•Blog strategy: a minimum of 4

blogs per month per competence and line of business

•Focussing on Yacht business propositions

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Social Media in the US

• Sapphire maintains a presence on– Facebook – 1-2 status update(s) a day (via Twitter)

– LinkedIn – invite at least 6 people per week to join network, gain 4 new connections per week,

spend at least 25 minutes per week researching groups (join one a week), gain 4 new connections per week

– MySpace – maintain presence

– Twitter – twice daily tweet on sapphirenews, at least 3 “RT” a week, at least 1 “hash tag #”

related to each tweet per day. Integrated job feed on sapphireus, association with tweetmyjobs

• Presence showcased on Sapphire.com homepage and our social networking page