Transcript Slide 1

Social media policy
Priva goes social
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
Goals Priva twitter accounts
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
accounts at this moment
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
Account management
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PrivaNL: Debby, Eva, Arie
PrivaINT: Debby, Eva
PrivaUK: Joanna Watchman
Meiny_Prins: Arie
Social media values
• Keep all posts and conversations on social media in
line with the Priva values:
– Show respect
– Be involved
– Make it happen
Setting up a new Priva account
• 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.
How to build a network at twitter
• 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 II
• 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.
Twitter as communication medium
• 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
Tweets or other SM messages from
Priva accounts should always…
• 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
Make the content media rich
• 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
Tone of voice
• 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…
Retweeting or sharing
• 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
Mentions
• 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
#hashtag
• 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!
Twitter/social media clients
On PC/Mac
• Tweetdeck
• Hootsuite
On mobile device
• Tweetdeck, twitterific, Twitter for iPhone
All contain al lot of functions
Adding location
Adding photos or videos
Link shortener
Use of columns to get an overview of mentions,
searches, etc.
Twitter and other social media
• 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!
Youtube videos
• 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
Twitter do’s
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Be a business card
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Let your followers know what you want
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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.
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
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Followers flatter
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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
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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 don’ts
•
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 ADDish and it should fit you. If you have to put yourself to it, you'd better
stop.
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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.
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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
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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.
Nettiquette
• 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!