Social Media

Strategy

Navigating the stormy seas of social media is no easy undertaking. The best way to sail smoothly to your goals is to map out your journey and develop a strategy. In this guide, we summarize the role of social media, outline our four target audiences, introduce our social media channels, and review our general content categories. With this information, you’ll be ready to begin setting goals, choosing channels, planning your content strategy, and ultimately setting yourself up for success!

Strategy
  • The role of social media
  • DPDHL Group Target Audiences
  • The DPDHL Group Social Media Landscape
  • General DPDHL Group Content Categories
  • DPDHL Social Media Governance
  • Next steps
  • Get Support

The role of social media

Social media is an essential part of a brand's marketing and communications strategy in today’s digital world. And it is much more than just a communication tool to reach Millennials and Gen Z. Brands are using social media as a means of employer branding, corporate communications, and marketing.

Here are five reasons why DPDHL Group should have a strong presence on social media:

  1. To be where our target audiences already are: 4.2 million people use social media worldwide. On average, people spend 2.5 hours per day on social media.
  2. To have an ear on the market by listening to the concerns or and being open for feedback.
  3. To share updates and insights about DPDHL Group that do not fit other channels.
  4. To make our brands more personal and build relationships with stakeholders.
  5. To approach our audiences more individually with targeted content.

DPDHL Group Target Audiences

The audiences we target on social media will vary by Business Unit (BU), region, and country. We have identified the four broad target groups below to use as a guide. The specific audiences you target will depend on your objectives and the channels you choose. Find more details in the Understanding your Audience guide.

The DPDHL Group Social Media Landscape

Knowing when and how to use a particular social media channel is essential if you want to reach the right audience. Here’s a quick overview of the top social media platforms. For more on selecting the right channels for you and setting up new accounts, please see the Choosing Your Channels guide.

Facebook – endless engagement opportunities

  • Largest, most popular social network worldwide
  • Advanced targeting options and analytics
  • Used by all ages, though youth audience is shrinking

Instagram – transforming banal into beauty

  • Very visual, high-quality content
  • High reach and user engagement
  • Most popular with teens and young millennials

Twitter – spread your message fast

  • Great for rapid communication (microblogging)
  • Popular assembly point for opinion leaders and news source for bloggers and journalists
  • Millennials are the most active user group

LinkedIn – your B2B professional network

  • One of the largest platforms for job seekers, employers, and recruiters worldwide
  • Used increasingly for B2C social media marketing
  • 60% of users between 25-34

YouTube – educate and entertain

  • World’s largest video platform
  • Second-largest search engine after Google
  • 77% of Gen Z, 75% of Millennials, 61% of Gen X, and 44% of Baby Boomers (outside China) visit daily

TikTok – a global viral phenomenon

  • One of the fastest-growing channels worldwide (2021)
  • Platform with the greatest chance of “going viral”
  • Most users are 16-24, but that’s changing fast

WeChat – much more than a messaging app

  • China’s largest social media platform
  • “Mini programs” are making it a one-stop-shop for users
  • 33% of users are under 24. Nearly 40% are 25-35

Sina Weibo – much more than a microblog

  • China’s second-largest social media platform
  • Often compared to Twitter, but offers a host of engaging features
  • About 80% of users are 20-35

General DPDHL Group Content Categories

One of the first questions many social media teams ask is: what should we post? The next is often: where can we get content? Answering both questions will depend on your target audience (See the Understanding Your Audience guide for more details). Overall, your goal should be to publish content that supports our brand but is useful or entertaining for your audience.

Below you’ll find some of the general content categories we use on DPDHL Group global channels. This list is not exhaustive, but you can use it as a basic guide for your social media activities. However, be sure to pick topics and follow a strategy that best fits your market.

Logistics megatrends

The four most significant trends impacting logistics in recent years will also shape the industry going forward: Globalization, Digitalization, E-Commerce, and Sustainability. These logistics megatrends are also the four drivers of our Group’s Strategy 2025 – Delivering excellence in a digital world

There are countless potential stories related to these trends, from global trade and technology in logistics to our supply chain innovations and sustainability programs.

Our social media content should help to connect these trends to our brand and underscore our image as logistics leaders and innovators. They demonstrate thought leadership and industry expertise. We can use them to bring our purpose – Connecting People, Improving Lives – and our mission – Excellence. Simply delivered. – to life.

Some examples of posts about the four logistics megatrends.

Products & Services

While we use social media to increase brand awareness and underscore our image as the world’s leading logistics company, we also want to promote our products, services, and solutions to attract customers and drive sales. The trick is to create great content but not sounding “salesy” or pushy. Remember that most people are on social media to socialize and not buy something. Therefore, it’s crucial to use appropriate channels to market our products and services to target customers. Overall your social media strategy should not focus directly on sales and product promotion. It’s better to produce engaging and valuable content that makes people want to become your customer.

Some examples of posts about our products and services.

Corporate & Company Information

Many people get their news via social media, including journalists and reporters. That’s why we use our social media channels to share corporate news and information. What’s important is making sure the news and information you share are appropriate for the social network. For example, we share corporate news with the media primarily via Twitter. 

Social media can also be leveraged for employer branding. DHL is a great place to work, and it’s important to tell everyone what it’s really like to work here. In an increasingly competitive market, our reputation as a good employer influences candidates’ choice to work for us. We use social media to send consistent messaging and visual stories that help us stand out and attract the best candidates and help them decide whether we’re the right fit.

Some examples of posts with corporate news and company information.

Sustainability

Although sustainability is one of four logistics megatrends mentioned above, we are integrating sustainability into every dimension of our business. That’s because everything we do at Deutsche Post DHL serves one purpose: Connecting people, improving lives. This purpose guides our efforts and sense of responsibility, underscores our values, focuses our mission, and creates long-term value.

In our Sustainability Roadmap, we announced our environmental, social, and governance (ESG) aspirations. We made three commitments: – clean operations for the client, great company to work for all, and highly trusted company. Our activities in this area are a great fit on social media. So use your channels to tell our sustainability story and spread our message.

Some examples of posts about our sustainability activities.

Partnerships & Sponsorships

DPDHL Group is a specialist in delivering global events around the world. For example, DHL is the Official Logistics Partner of many world-class organizations, such as Formula 1®, Formula E, MotoGPTM, ESL One, Manchester United, the HSBC World Rugby Sevens Series, the Leipzig Gewandhausorchester, and many more. These global partnerships enhance the profile of our brand and provide an excellent platform for people to experience DHL logistics “live.” That’s why we actively promote them on our global social media channels. Learn more about our global partnerships at InMotion.dhl

We are proudly committed to our global partners and dedicated to offering innovative solutions for their often complex logistics challenges. But promoting your local and regional partnerships on social media is a fabulous way to emotionalize our brand and connect with your target audience on a more personal level.

Some examples of posts about our global, regional, and local partnerships.

Entertainment

Content created to entertain provides an opportunity to connect and interact with users on a very basic human level. It’s a great way to humanize a company, reminding everyone that we are people too. This human aspect is critical to building trust and turning customers into fans. Entertaining content is normally highly likable and shareable (e.g., humor, images, memes, videos, and more). It does not have to be directly related to our business, but to be effective, it should appeal to our target audience.

Some examples of entertaining posts.

DPDHL Social Media Governance

At DPDHL Group, Business Units (BUs) and countries are responsible for planning and implementing their social media activities. However, each team should align their activities upward. For example, countries should communicate with their BUs and BUs with the Group (Digital Communications Team at Corporate Communications, Sustainability and Brand). 

Follow this checklist and consult the related guides to help you start designing a holistic brand experience on your social media channels.

Social Media Checklist

 

  • Set objectives and define success factors
  • Practice “social listening” 
  • Identify and know your audience
  • Select your channels based on your goals and target audience

 

Next steps

Once you understand the role of social media, the DPDHLGroup’s target audiences, social media channels, and content categories, you’re ready to develop your social media strategy. Your next step is to check out the guides under Setup.

IMPORTANT: Please note that you will need approval from your BU before you can set up a new DHL account. Contact the global marketing team in your BU or the Digital Communications Team at Corporate Communications, Sustainability and Brand for support.

Get Support

If you have any questions or feedback or require assistance, please write to the Digital Communications Team at Corporate Communications, Sustainability and Brand.