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A New Social Media Strategy at DFDS Seaways

Dennis Tomiola
Dennis Tomiola

The accident in Harwich/GB caused by the DFDS Seaways-ferry Sirena Seaways on June 22, 2013 together with the DFDS Annual Report's lines on a new Social Media Strategy (p.45 and 60) made me come up with some case studies and some suggestions for a possible new strategy. I hope that DFDS Seaways listens and acts ;-) ...

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息 Dennis M. Tomiola, 2013 v1.1 25-Jun-13 A Draft Social Media Strategy for !
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Settings! DFDSs Annual report 2012: Communications with passengers! DFDS puts high emphasis on informing all passengers about the various important matters of their journey. () Developments range from service calls prior to departure to increased social media presence that help to ful鍖ll DFDS responsibility of informing passengers on all matters of importance. The approach to social media is decentralized and country speci鍖c, supported by an overarching DFDS social media guideline that ensures consistency across markets. (p.60)
Settings! DFDSs Annual report 2012: DFDS and Corporate Responsibility! Plans for 2013/2014: Development of social media strategy (p.45)
Status quo! DFDSs decentralized Social Media Channels: Facebook-pages! ≒ DFDS Seaways Danmark ≒ DFDS Seaways UK ≒ DFDS Seaways Nederland ≒ DFDS Seaways NO ≒ DFDS Seaways Eesti ≒ DFDS Seaways Deutschland ≒ DFDS Seaways Sverige ≒ DFDS Seaways LT ≒ DFDS Logistics
Status quo! DFDSs decentralized Social Media Channels: Twitter-Channels! @ DFDS Seaways (German Channel) @ DFDS Seaways (discontinued GB-Channel) @ DFDS Seaways UK (new GB-Channel) @ DFDS Seaways (Dutch Channel) @ DFDS Seaways (Af鍖liate Program Channel) @ DFDS Seaways (Baltic Channel) @ DFDS Logistics (Logistics Program) @ DFDS Rotterdam (Transport News from ROT)
Status quo! DFDSs decentralized Social Media Channels: NO Twitter-Channel in: ! ≒ Danish! ! ≒ Swedish! ! ≒ Norwegian!
Status quo! DFDSs decentralized Social Media Channels: Youtube-Channels! ≒ DFDS Seaways (Danish, Norwegian)" http://www.youtube.com/user/dfdsseawaysdk ≒ DFDS Seaways (German)" http://www.youtube.com/user/DFDSSeawaysDE ≒ DFDS Seaways (NL)" http://www.youtube.com/user/DFDSSeawaysnl ≒ DFDS Seaways UK (GB)" http://www.youtube.com/user/DFDSSeawaysUK
Status quo! DFDSs decentralized Social Media Channels: Google+-Channels! ≒ DFDS Seaways Denmark (Danish)" https://plus.google.com/106781059659827410081 ≒ DFDS Seaways Deutschland (German)" https://plus.google.com/106539773614215743714 ≒ DFDS Seaways UK (GB)" https://plus.google.com/101844037509437363372
Status quo! DFDSs decentralized Social Media Channels: NO DFDS-Channels on! ≒ Instagram! ! ≒ Pinterest! ! ≒ Flipboard! ≒ Tumblr!
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Case study! 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) at least 10 - (plus the cargo destinations) Type of Company was decentralized (now more centralized) decentralized Social Media Approach Central (from Stockholm) Decentral (from all Countries) Social Media Channels 1 per Medium (Twitter, Facebook, Youtube, Instagram, Pinterest) Several per Medium (everybody does what he wants) Language used in Communication with Users/ Passengers mainly English (but also Danish, Norwegian, Swedish) all involved languages Personnel for Social Media Communication 2-3 (from 8am-10pm) (in times of crisis, an extended Social- Media-team is inforced in order to give an extended Customer Service) many (only during local business hours) (at least one person in each country)
Case study! Social Media is used for ≒ Special O鍖ers (both local and global) ≒ Tra鍖c/Flight Information ≒ Customer Contact/Service ≒ Emergency Communication ≒ Getting Social with Passengers (Photos, Videos, Quizes, etc.) ≒ Special O鍖ers (only local, country-speci鍖c) ≒ Tra鍖c/Ferry Information ≒ Customer Contact/Service ≒ very limited Emergency Communication ≒ Getting Social with Passengers (Photos, Videos, Quizes, etc.) Way of communicating with passengers via Social Media 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 *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
Case study EmCom*! DFDS Communication via Social Media in an Emergency Situation Incident M/F SIRENA SEAWAYS hitting the dock in Harwich Date/Time Saturday, June 22, 2013, @12:00pm Result ≒ Ferry and Dock badly damaged ≒ 489 Passengers stuck on Ferry, nobody injured ≒ Many Passengers stuck in Harwich and Esbjerg ≒ Cancelled departures from DK and GB until 28/6 *Emergency Communication!
Case study EmCom! SAT 12:00* M/F SIRENA SEAWAYS hits the dock SAT 13:49* First comment from Passengers on " GB-Facebook-page: SAT 16:37* First re-action of DFDS on GB-Facebook TIMELINE *Local British Time is used!
Case study EmCom! SAT 18:32 Passengers asking for news via GB-FB SAT 18:45 (19:45 CEST) First information on Danish DFDS-Webpage SAT 20:19 First short answer from DFDS on GB-FB SENEST OPDATERET: 22/06/2013 kl. 19:45. For seneste opdatering om skibsinformation ring p奪 3342 3000 (hverdage ml. 9-17)
Case study EmCom! SUN 11:54 (12:54 CEST) First and only pro-active information on Danish DFDS-FB-page
Case study EmCom! FACEBOOK ≒ was not used pro-actively ≒ UK-Facebook reacted 鍖rst after 4遜 hours ≒ DK-Facebook reacted 鍖rst after almost 23 hours with one single active posting ≒ very limited information and communication " with Passengers ≒ DFDS relying on Passengers taking a look on " DFDS-websites ≒ no coordinated information/EmCom via Facebook (due to decentral Social Media strategy!) TWITTER ≒ was not used at all! CONCLUSIONS
Case study EmCom! Passengers are angry with DFDS, because they have to ask for information on Social Media CONCLUSIONS
DFDS you can do better!
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Draft Strategy! How should DFDS use Social Media?! Basically The DFDS way:! ≒ Pro-actively in Emergency Situation (to decrease negative mentions in online conversations) ≒ As an addition to (not replacement of) existing Customer Support via Phone, Chat and Mail ≒ Work on your Customer Support through quick action or reaction ≒ Show that you care for your Customers in good and bad times make people feel happy, when they talk to DFDS on Social Media
Draft Strategy! How should DFDS use Social Media?! ≒ Establish DFDS as an active and trustworthy company in online conversations ≒ Making mistakes is OK, nobody is perfect! ≒ Saying I dont know right now is OK ≒ Ask for Peoples advice ≒ Social Media is not free spend some money and ressources on them ≒ Use your Users to make DFDS even better! ≒ Analyse and follow-up Campaigns/Channels!
Draft Strategy! How can this be achieved?! ≒ Think of some centralized areas within your Social Media Appearance (i.e. EmCom) ≒ Let Social Media folks across DFDS work closer together ≒ Have Marketing folks (or someone who has knowledge about this) analyse and follow up things ≒ Create synergies / more similar Common Guidelines for DFDS use of Social Media People are using Social Media think of Social Media as a quick way to contact Passengers, also when Call Center is not manned
DFDS Social Media Approach if you continue decentralized
Draft Strategy! In General! ≒ Find your Social Media enthusiasts" (鍖nd them in the Customer Services) ≒ Set one or two People in every country to work with/on all Social Media Channels every day (have them on std-by Sat/Sun!) ≒ Ensure quick responses via Social Media ≒ Have an Emergency Support Team ready! ≒ Get online on the yet missing Social Media Channels and connect the Channels with each other (i.e. Instagram w. Facebook & Twitter) ≒ Create similar Guidelines to all (i.e. how you want to talk to people)
Draft Strategy! DFDS on Facebook! (Customer Support / Broadcast Channel)! ≒ Offer an excellent and extended Customer Support (i.e. 8-22) have a backup person in every Customer Call Center, if something goes wrong or speci鍖c information is needed ≒ Post local and DFDS-wide Offers" (you can also add other local Offers across the National webpages i.e. DK-GB Offers might be interesting for People in the Baltic) ≒ Post job vacancies ≒ Give travel hints for all relevant countries ≒ Videos & Pictures from Users and inside DFDS
Draft Strategy! DFDS on Twitter! (Customer Support / Broadcast Channel)! ≒ Get a DK, SE and NO Twitter-Channel! ≒ Perfect way to offer an quick, excellent and extended Customer Support (i.e. 8-22) ≒ Post job vacancies ≒ Press news ≒ News and Campaigns
Draft Strategy! DFDS on Youtube! (Broadcast Channel)! ≒ Show Product Movies ≒ Special Offers / Adverts as seen on TV ≒ DFDS Behind the Scene Movies (I do not know, how the Movies are produced, if on a separate national basis or one-for-all, and if you have them internally or externally produced but, if possible, you could create some synergies here, too!) already achieved
Draft Strategy! DFDS on Google+! (Broadcast Channel)! ≒ Show Pictures of DFDS-ferries, Destinations, DFDS-coworkers ≒ Make announcements like you would do as on Facebook ≒ Mostly same content as on Facebook, but not as detailed as on FB ≒ Monitor/Follow discussions/comments from users
Draft Strategy! DFDS on Instagram! (Broadcast Channel)! ≒ Show Pictures of DFDS-ferries ≒ Pictures of Destinations ≒ Pictures of DFDS-coworkers ≒ Create Picture Contests with various topics ≒ Get People involved with DFDS in a Social Way!
Draft Strategy! DFDS on Pinterest! (Broadcast Channel)! ≒ is not used so commonly ≒ Mostly Pictures/Photos as eye-catcher ≒ Pin to other Ferry- or Tourist/Travel-related pages (VisitDenmark, etc.)
DFDS Social Media Approach if you think of centralizing it
Draft Strategy! In General! ≒ Create a Social Media Team that works " across the countries and on all Channels ≒ Set People to work with/on all Social Media Channels every day (and have at least one person on stand-by Sat/Sun!) ≒ Ensure quick responses via Social Media ≒ Have an Emergency Support Team ready! ≒ Get online on the yet missing Social Media Channels and connect the Channels with each other (i.e. Instagram w. Facebook & Twitter)
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-speci鍖c outlines as mentioned earlier ≒ Use Social Media more aggressive than you used it until now!
Draft Strategy! FINAL TOPICS THAT MIGHT HELP YOU TO DETERMINE YOUR SOCIAL MEDIA STRATEGY! ≒ CENTRALIZED VS. DECENTRALIZED" " Is one single Social Media Team 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!)
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 re鍖ect 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 speci鍖c home or does DFDS have some speci鍖c roots, i.e. does DFDS want to be recognized as a speci鍖c Danish/Scandinavian Company?)
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 鍖rst to give you thumbs up or thumbs down
Draft Strategy! Some Expected Results of a new and improved DFDS Seaways Social Media Approach! ≒ More satis鍖ed Customers" (because of an improved Customer Support!) ≒ More traf鍖c to your Websites ≒ A stronger brand amongst Customers ≒ Less negative mentions in online conversations ≒ Growing passenger rates in the future?
CONTACT DETAILS! ≒ Dennis Tomiola, v/ Dagmar Kr辰hmer, " Byvangen 57, DK-3790 Hasle ≒ Phone: +41 76 381 58 70 ≒ E-Mail: dennis.tomiola@me.com ≒ Web: http://www.dtomiola.dk ≒ Twitter: www.twitter.com/dtomiola ≒ Instagram: www.instagram.com/dtomiola ≒ LinkedIn: www.linkedin.com/in/dtomiola
Thank you for listening,

More Related Content

A New Social Media Strategy at DFDS Seaways

  • 1. 息 Dennis M. Tomiola, 2013 v1.1 25-Jun-13 A Draft Social Media Strategy for !
  • 3. Settings! DFDSs Annual report 2012: Communications with passengers! DFDS puts high emphasis on informing all passengers about the various important matters of their journey. () Developments range from service calls prior to departure to increased social media presence that help to ful鍖ll DFDS responsibility of informing passengers on all matters of importance. The approach to social media is decentralized and country speci鍖c, supported by an overarching DFDS social media guideline that ensures consistency across markets. (p.60)
  • 4. Settings! DFDSs Annual report 2012: DFDS and Corporate Responsibility! Plans for 2013/2014: Development of social media strategy (p.45)
  • 5. Status quo! DFDSs decentralized Social Media Channels: Facebook-pages! ≒ DFDS Seaways Danmark ≒ DFDS Seaways UK ≒ DFDS Seaways Nederland ≒ DFDS Seaways NO ≒ DFDS Seaways Eesti ≒ DFDS Seaways Deutschland ≒ DFDS Seaways Sverige ≒ DFDS Seaways LT ≒ DFDS Logistics
  • 6. Status quo! DFDSs decentralized Social Media Channels: Twitter-Channels! @ DFDS Seaways (German Channel) @ DFDS Seaways (discontinued GB-Channel) @ DFDS Seaways UK (new GB-Channel) @ DFDS Seaways (Dutch Channel) @ DFDS Seaways (Af鍖liate Program Channel) @ DFDS Seaways (Baltic Channel) @ DFDS Logistics (Logistics Program) @ DFDS Rotterdam (Transport News from ROT)
  • 7. Status quo! DFDSs decentralized Social Media Channels: NO Twitter-Channel in: ! ≒ Danish! ! ≒ Swedish! ! ≒ Norwegian!
  • 8. Status quo! DFDSs decentralized Social Media Channels: Youtube-Channels! ≒ DFDS Seaways (Danish, Norwegian)" http://www.youtube.com/user/dfdsseawaysdk ≒ DFDS Seaways (German)" http://www.youtube.com/user/DFDSSeawaysDE ≒ DFDS Seaways (NL)" http://www.youtube.com/user/DFDSSeawaysnl ≒ DFDS Seaways UK (GB)" http://www.youtube.com/user/DFDSSeawaysUK
  • 9. Status quo! DFDSs decentralized Social Media Channels: Google+-Channels! ≒ DFDS Seaways Denmark (Danish)" https://plus.google.com/106781059659827410081 ≒ DFDS Seaways Deutschland (German)" https://plus.google.com/106539773614215743714 ≒ DFDS Seaways UK (GB)" https://plus.google.com/101844037509437363372
  • 10. Status quo! DFDSs decentralized Social Media Channels: NO DFDS-Channels on! ≒ Instagram! ! ≒ Pinterest! ! ≒ Flipboard! ≒ Tumblr!
  • 12. Case study! 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) at least 10 - (plus the cargo destinations) Type of Company was decentralized (now more centralized) decentralized Social Media Approach Central (from Stockholm) Decentral (from all Countries) Social Media Channels 1 per Medium (Twitter, Facebook, Youtube, Instagram, Pinterest) Several per Medium (everybody does what he wants) Language used in Communication with Users/ Passengers mainly English (but also Danish, Norwegian, Swedish) all involved languages Personnel for Social Media Communication 2-3 (from 8am-10pm) (in times of crisis, an extended Social- Media-team is inforced in order to give an extended Customer Service) many (only during local business hours) (at least one person in each country)
  • 13. Case study! Social Media is used for ≒ Special O鍖ers (both local and global) ≒ Tra鍖c/Flight Information ≒ Customer Contact/Service ≒ Emergency Communication ≒ Getting Social with Passengers (Photos, Videos, Quizes, etc.) ≒ Special O鍖ers (only local, country-speci鍖c) ≒ Tra鍖c/Ferry Information ≒ Customer Contact/Service ≒ very limited Emergency Communication ≒ Getting Social with Passengers (Photos, Videos, Quizes, etc.) Way of communicating with passengers via Social Media 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 *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
  • 14. Case study EmCom*! DFDS Communication via Social Media in an Emergency Situation Incident M/F SIRENA SEAWAYS hitting the dock in Harwich Date/Time Saturday, June 22, 2013, @12:00pm Result ≒ Ferry and Dock badly damaged ≒ 489 Passengers stuck on Ferry, nobody injured ≒ Many Passengers stuck in Harwich and Esbjerg ≒ Cancelled departures from DK and GB until 28/6 *Emergency Communication!
  • 15. Case study EmCom! SAT 12:00* M/F SIRENA SEAWAYS hits the dock SAT 13:49* First comment from Passengers on " GB-Facebook-page: SAT 16:37* First re-action of DFDS on GB-Facebook TIMELINE *Local British Time is used!
  • 16. Case study EmCom! SAT 18:32 Passengers asking for news via GB-FB SAT 18:45 (19:45 CEST) First information on Danish DFDS-Webpage SAT 20:19 First short answer from DFDS on GB-FB SENEST OPDATERET: 22/06/2013 kl. 19:45. For seneste opdatering om skibsinformation ring p奪 3342 3000 (hverdage ml. 9-17)
  • 17. Case study EmCom! SUN 11:54 (12:54 CEST) First and only pro-active information on Danish DFDS-FB-page
  • 18. Case study EmCom! FACEBOOK ≒ was not used pro-actively ≒ UK-Facebook reacted 鍖rst after 4遜 hours ≒ DK-Facebook reacted 鍖rst after almost 23 hours with one single active posting ≒ very limited information and communication " with Passengers ≒ DFDS relying on Passengers taking a look on " DFDS-websites ≒ no coordinated information/EmCom via Facebook (due to decentral Social Media strategy!) TWITTER ≒ was not used at all! CONCLUSIONS
  • 19. Case study EmCom! Passengers are angry with DFDS, because they have to ask for information on Social Media CONCLUSIONS
  • 20. DFDS you can do better!
  • 22. Draft Strategy! How should DFDS use Social Media?! Basically The DFDS way:! ≒ Pro-actively in Emergency Situation (to decrease negative mentions in online conversations) ≒ As an addition to (not replacement of) existing Customer Support via Phone, Chat and Mail ≒ Work on your Customer Support through quick action or reaction ≒ Show that you care for your Customers in good and bad times make people feel happy, when they talk to DFDS on Social Media
  • 23. Draft Strategy! How should DFDS use Social Media?! ≒ Establish DFDS as an active and trustworthy company in online conversations ≒ Making mistakes is OK, nobody is perfect! ≒ Saying I dont know right now is OK ≒ Ask for Peoples advice ≒ Social Media is not free spend some money and ressources on them ≒ Use your Users to make DFDS even better! ≒ Analyse and follow-up Campaigns/Channels!
  • 24. Draft Strategy! How can this be achieved?! ≒ Think of some centralized areas within your Social Media Appearance (i.e. EmCom) ≒ Let Social Media folks across DFDS work closer together ≒ Have Marketing folks (or someone who has knowledge about this) analyse and follow up things ≒ Create synergies / more similar Common Guidelines for DFDS use of Social Media People are using Social Media think of Social Media as a quick way to contact Passengers, also when Call Center is not manned
  • 25. DFDS Social Media Approach if you continue decentralized
  • 26. Draft Strategy! In General! ≒ Find your Social Media enthusiasts" (鍖nd them in the Customer Services) ≒ Set one or two People in every country to work with/on all Social Media Channels every day (have them on std-by Sat/Sun!) ≒ Ensure quick responses via Social Media ≒ Have an Emergency Support Team ready! ≒ Get online on the yet missing Social Media Channels and connect the Channels with each other (i.e. Instagram w. Facebook & Twitter) ≒ Create similar Guidelines to all (i.e. how you want to talk to people)
  • 27. Draft Strategy! DFDS on Facebook! (Customer Support / Broadcast Channel)! ≒ Offer an excellent and extended Customer Support (i.e. 8-22) have a backup person in every Customer Call Center, if something goes wrong or speci鍖c information is needed ≒ Post local and DFDS-wide Offers" (you can also add other local Offers across the National webpages i.e. DK-GB Offers might be interesting for People in the Baltic) ≒ Post job vacancies ≒ Give travel hints for all relevant countries ≒ Videos & Pictures from Users and inside DFDS
  • 28. Draft Strategy! DFDS on Twitter! (Customer Support / Broadcast Channel)! ≒ Get a DK, SE and NO Twitter-Channel! ≒ Perfect way to offer an quick, excellent and extended Customer Support (i.e. 8-22) ≒ Post job vacancies ≒ Press news ≒ News and Campaigns
  • 29. Draft Strategy! DFDS on Youtube! (Broadcast Channel)! ≒ Show Product Movies ≒ Special Offers / Adverts as seen on TV ≒ DFDS Behind the Scene Movies (I do not know, how the Movies are produced, if on a separate national basis or one-for-all, and if you have them internally or externally produced but, if possible, you could create some synergies here, too!) already achieved
  • 30. Draft Strategy! DFDS on Google+! (Broadcast Channel)! ≒ Show Pictures of DFDS-ferries, Destinations, DFDS-coworkers ≒ Make announcements like you would do as on Facebook ≒ Mostly same content as on Facebook, but not as detailed as on FB ≒ Monitor/Follow discussions/comments from users
  • 31. Draft Strategy! DFDS on Instagram! (Broadcast Channel)! ≒ Show Pictures of DFDS-ferries ≒ Pictures of Destinations ≒ Pictures of DFDS-coworkers ≒ Create Picture Contests with various topics ≒ Get People involved with DFDS in a Social Way!
  • 32. Draft Strategy! DFDS on Pinterest! (Broadcast Channel)! ≒ is not used so commonly ≒ Mostly Pictures/Photos as eye-catcher ≒ Pin to other Ferry- or Tourist/Travel-related pages (VisitDenmark, etc.)
  • 33. DFDS Social Media Approach if you think of centralizing it
  • 34. Draft Strategy! In General! ≒ Create a Social Media Team that works " across the countries and on all Channels ≒ Set People to work with/on all Social Media Channels every day (and have at least one person on stand-by Sat/Sun!) ≒ Ensure quick responses via Social Media ≒ Have an Emergency Support Team ready! ≒ Get online on the yet missing Social Media Channels and connect the Channels with each other (i.e. Instagram w. Facebook & Twitter)
  • 35. 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-speci鍖c outlines as mentioned earlier ≒ Use Social Media more aggressive than you used it until now!
  • 36. Draft Strategy! FINAL TOPICS THAT MIGHT HELP YOU TO DETERMINE YOUR SOCIAL MEDIA STRATEGY! ≒ CENTRALIZED VS. DECENTRALIZED" " Is one single Social Media Team 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!)
  • 37. 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 re鍖ect 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 speci鍖c home or does DFDS have some speci鍖c roots, i.e. does DFDS want to be recognized as a speci鍖c Danish/Scandinavian Company?)
  • 38. 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 鍖rst to give you thumbs up or thumbs down
  • 39. Draft Strategy! Some Expected Results of a new and improved DFDS Seaways Social Media Approach! ≒ More satis鍖ed Customers" (because of an improved Customer Support!) ≒ More traf鍖c to your Websites ≒ A stronger brand amongst Customers ≒ Less negative mentions in online conversations ≒ Growing passenger rates in the future?
  • 40. CONTACT DETAILS! ≒ Dennis Tomiola, v/ Dagmar Kr辰hmer, " Byvangen 57, DK-3790 Hasle ≒ Phone: +41 76 381 58 70 ≒ E-Mail: dennis.tomiola@me.com ≒ Web: http://www.dtomiola.dk ≒ Twitter: www.twitter.com/dtomiola ≒ Instagram: www.instagram.com/dtomiola ≒ LinkedIn: www.linkedin.com/in/dtomiola
  • 41. Thank you for listening,