B2B case: Getronics’ New World of Work

In January 2011, GeTronics BeLux launched their NWOW campaign with a textbook mix of social media channels and tacts. NWOW stands for New World of Work.

But what exactly does Getronics do? I asked Peter Vanwelkenhuysen, Chairman of the Innovation Board at Getronics Belgium SA/NV.

Peter Vanwelkenhuysen: Getronics is THE ICT Workspace company.
Expert in workspace management services, connectivity, datacenters, and consultancy, Getronics helps organizations and its employees to improve performance. To do this, Getronics has a complete portfolio of integrated ICT services for the large enterprise market.

How does Getronics use social media?

Vanwelkenhuysen: Social media is part of the Getronics Marketing Communication mix. We integrate social media platforms in our campaigns to extend our audience and to create traffic towards our corporate website and campaign websites.
Social media is also used by HR/Talent Management to attract young potential.
Social media is also used internally as we use already wikis and blogs internally and will roll our own internal social network ‘Connect’ next month February.
And finally, social media is also used to monitor the Getronics brand experience.
All of these are in an early stadium and will be part of a more formal social media strategy policy and plan, that is in preparation (closely aligned with the one of Getronics Corporate).

One of the first visible aspects of this social media strategy is the @GetronicsBelux Twitter account.

Vanwelkenhuysen: Getronics Belux is using the Twitter account to communicate with her customers, partners, suppliers and friends. We monitor our campaigns and Getronicsbelux related tweets and try to respond or assist where possible.

Speaking of campaigns: What exactly is Getronics' New World of Work campaign about and how did you use social media to launch it?
Vanwelkenhuysen: In short, NWOW is flexibility while you work. It doesn’t matter where and when it happens – performance is everything. The basis of this concept? Managers who trust their employees to go out and get results, and a workforce that holds itself accountable for what it does.
The NWOW campaign uses a specific Linkedin group and Facebook page to build and inform a community about or discuss around The New World or Work.
New blog posts, videos, announcements, press releases, polls or any news about NWOW are communicated via twitter and the facebook and linkedin communities.
Our objective is to improve our (brand) visibility, confirm our thought leadership in NWOW, inform companies and individuals and encourage talent to work at Getronics.

• Campaign site: http://nwow.getronics.be/
• LinkedIn Group: http://www.linkedin.com/groups?mostPopular=&gid=3737912
• Facebook Page: http://www.facebook.com/nwowgetronics
• YouTube channel: http://www.youtube.com/nwowgetronics