1. Deutsche Post DHL Social Media Initiative
Corporate Communications
Christian Maybaum
Amsterdam, 15.04.2011

2. ???
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

3. Social Media is globalizing rapidly.
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4. Video – Relevance of Social Media for DPDHL
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5. Brand damage through unofficial DPDHL presences that are not well
managed and appear to be official.
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6. Why is the subject of social media of relevance for Deutsche Post DHL?
1. Reach important target 3. Exploitation of (business) 4. Support Group and
2. Limit risks
groups potential Communications strategy
• Reach • Unoffical and poorly • Sales: Customer approach, • Use of social media puts the
Two thirds of active internet- maintained DPDHL pages in networking customer at center stage and
users are members or at least social media simultaneously promotes a
one social network and • IR: Issue Management dialog-oriented
manage a profil communications-culture in the
• The occasional inappropriate
• Growth: company
participation of employees • Customer service: Customer
Remarkable growth rates of in discussions satisfaction
various platforms • Supports target goals of the
• Marketing & groups communications
• No fast and efficient crisis
• Impact: Communications: strategy: dialog-oriented and
communication due to a lack
Strong impact on the decision Awareness, leads, revenue proactive communication
of transparency and expertise
making processes of
customers (opinion-maker- • Market Research: Customer
blogs) needs
Strong influence on search
engines` hitlist placement • Product Management:
when a search is conducted Improvements/Innovations
• Internal Communications:
Dialog-oriented
communications culture
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

7. Objectives of Social Media Initiative
Objective of the initiative is to create transparency, limit existing
risks and enable the group to unlock the business potential
1 Provide tools for internal stakeholders to limit existing risks
1.
and set framework to leverage potential
 Guidelines basic/comprehensive
 Social Media Handbook (Framework for Marketing & Sales Activities)
 Social Media Styleguide
 Training Webinars
 Employee Integration Platform
 Training Quiz
2 Create transparency
 Systematic Monitoring approach
33. Start implementation of proactive communication approach
 Official DPDHL presences in major social Media platforms
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8. Challange: Deutsche Post DHL is active in 220 markets with
up to 5 business units.
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9. Workflow for Coordinated Approach in Social Media
Corporate level provides BUs and countrys with framework to derive
individual social media strategy.
1. Build Fundament
• Provide
Guidelines,
Corporate Handbook,
Level Styleguide &
Training Modules
• Receive
BU Level Guidelines,
Handbook,
Styleguide &
Training Modules
• Receive
Country Level Guidelines,
Handbook,
Styleguide &
Training Modules
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10. Tools to Improve Social Media Usage (1/7):
Guidelines Basic
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11. Tools to Improve Social Media Usage (2/7):
Guidelines Comprehensive
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12. Tools to Improve Social Media Usage (3/7):
Social Media Handbook
Social Media Handbook (Updated Version 2.0)
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13. Tools to Improve Social Media Usage (4/7):
Wikipedia Policy & Guideline
Wikipedia Policy (all employees)
Wikipedia Guideline (communications staff)
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14. Tools to Improve Social Media Usage (5/7):
Social Media Styleguide
Social Media Styleguide
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

15. Tools to Improve Social Media Usage (6/7):
Social Media Quiz
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

16. Tools to Improve Social Media Usage (7/7):
Special in Corporate Intranet
Special in CoIN
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

17. Workflow for Coordinated Approach in Social Media
Based on tools provided, Social Media activities will be planned,
executed and managed on corporate, BU and country level
1. Build Fundament 2. Derive Measures 3. Coordinate & Execute
• Provide • Develop activities • Execute &
Guidelines, based on Corp. manage official
Corporate Handbook, Comms strategy DPDHL
Level Styleguide & activities on
Training Modules corporate level
• Receive • Develop activities • Align activities
BU Level Guidelines, based on BU with Corporate
Handbook, specific MarCom • Execute & manage
Styleguide & strategy activities on BU
Training Modules level
• Develop activities • Align activities
• Receive based on BU/ with BU
Country Level Guidelines, Country MarCom • Execute &
Handbook, strategy manage
Styleguide & activities
Training Modules on local level
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18. Corporate Level: Systematic Web Monitoring & Reporting
Systematic Web-Monitoring Bi-Weekly report
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19. Corporate Level: Activities in Web 2.0
DPDHL Twitter DPDHL YouTube
DPDHL Career Facebook DHL Formula 1 (FB/YT/TW) DHL Fashion Week Facebook
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20. BU/Country Level: Example E-Postbrief (Online Letter)
Social Media Interaction via
Channels Customer Service
• Identification of key opinion
Web-Conference Monitoring leaders in Germany
• Tracking of tonality, share of
buzz and customer queries
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21. BU/Country Level: Example E-Postbrief (Online Letter)
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page

22. Thank you!
Questions?
Social Media Initiative DPDHL | Amsterdam | April 2011 Deutsche Post DHL | Page