Dutch Customs & Online presence
by Karin Burger Communication = the message received, NOT the message send!
Said does not mean heard heard does not mean understood understood does not mean agreed on agreed on does not mean doing so
Dutch Customs & Online presence 3 8-6-2016 Adding value is the magic word these days; every organisation needs to find a way to create more enduring, valuable relations with their customers and stakeholders
Kennismaken met Rijksbreed 4 8-6-2016 Taking people Merge into serious the crowd Service & communication Modern
It fits to needs 2.0
Medium suits Possibility of citizens and monitoring businesses and measuring At the right time Service oriented Close to Identifable targetgroup Relevance Different expectations from the crowd Different approach in communications
Channel strategy and target oriented approach: Making integral use of online possibilities
Online community - Facebook Online community - Facebook
More than just webcare… Content is king, engagement is queen Importance of community management It is not about sending and receiving anymore, but about listening/understanding and interaction Always, always answer!
Online community - Twitter Online community - Twitter
Up to date information/topics Bigger focus on actual ‘care’ Monitoring by keywords Twitter is developing, becoming more corporate Online community - Twitter
Best practice Top 10 best Webcare replies of 2015 (voted by Meltwater) Targetted by keywords ‘border’ ‘holiday’ ‘bringing along’ Online influencer Kakhiel, 138,831 followers More important: contribution to online corporate image It showed the power of “social influencers” Douane NL, our own YOUTUBE channel Youtube Douane
We have our own Youtube-channel Corporate video’s & video content from social channels Crossconversion (FB, Twitter, YouTube) Where are we now? 19 8-6-2016 Webcare team
Team set up 16 tweeps 3 editors 1 coordinator Work fields Tax Administration Benefits Customs Supported by Data pooling Campaign managers Communication advisors Press officers Spokes persons
Webcare team dashboard
8-6-2016 Travellers Travellers
Content focused on FAQ’s Short topics/ nice overview Integration social media Share buttons App promotion Appealing images Internetbuyers Internetbuyers
Content is based on external research (webscraping, what are they talking about?) Virtual assistant (98% accurate) FAQ synchronised at each last search Learning capability of VA
In progress for better and improved version Relevant online ‘location’ Relevant online ‘location’
Cooperation express courierpartners Widget Virtual assistant at external websites Content still in control
Work in progress: not available yet Compliance Buzz increase
Downloads of apps Channel optimalisation
Increase of knowledge level Online conversations
Awareness In sight of target groups What do we want to achieve? Lessons learned Part 1 Virtual and Snapchat ( younger augmented reality target groups) is are the next thing, great for but not for us yet Storytelling!
The combination of Video is super Facebook with important for now Instagram is powerfull
31 Lessons learned Part 2 We are moving from Seek out social text- to image influencers, make oriented media: them your adapt your content ambassadors strategy! React to their posts, 60 % image, 40 % create social tekst, and engagement via counting…….. their network
Kennismaken met Rijksbreed 32 8-6-2016 And the result will be:
explosive growth of organic reach and engagement
Thus: higher compliance rate and a better reputation
Kennismaken met Rijksbreed 33 8-6-2016 Tomorrow we will…
Moving along with crowd Extend our online services for businesses More strategic usage: integral online implementation for enforcement and trade facilitations
Tips and tricks…
Start and adjust along the way Trial and error Human to human Ongoing proces
Where to find us… www.facebook.com/douane www.twitter.com/douane www.douane.nl/internetaankopen www.douane.nl/reizigers And: Linkedin. Youtube. Instagram.
App ‘Douane Reizen’ (available for iOS/Android)
(Note: all in dutch)