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

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Dutch Customs & Online presence 3

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

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Kennismaken met Rijksbreed 4

Service & communication

It fits to needs

Medium suits citizens and businesses

Merge into

the crowd

At the right time

Close to targetgroup

Identifable

Taking people serious

Service oriented

Modern

2.0

Possibility of monitoring

and measuring

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?

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Webcare team

Team set up

16 tweeps

3 editors

1 coordinator

Supported by Data pooling

Campaign managers

Communication advisors

Press officers

Spokes persons

Work fields Tax Administration

Benefits

Customs

Webcare team dashboard

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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 increase

Buzz

Channel optimalisation

Online conversations

In sight of target groups

Awareness

Downloads of apps

Increase of knowledge level

What do we want to achieve?

Lessons learned Part 1

Virtual and augmented reality are the next thing, but not for us yet

Video is super important for now

Snapchat ( younger target groups) is great for Storytelling!

The combination of Facebook with Instagram is powerfull

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Lessons learned Part 2

We are moving from text- to image oriented media: adapt your content strategy!

60 % image, 40 % tekst, and counting……..

Seek out social influencers, make them your ambassadors

React to their posts, create social engagement via their network

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And the result will be: explosive growth of organic reach and engagement Thus: higher compliance rate and a better reputation

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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)