Heineken: Social Media Since 1873

Speaker:

Paul Daniel Tholen
Social Media Manager
Heineken Netherlands
Paul Tholen heads up social media for Heineken Netherlands. This consists of both strategic and tactical planning on how to build up (and maintain!) an effective social/digital presence for HNL’s beer and cider brands. Paul’s mission is to make all marketing communication better through the learnings that social media generate. Prior to his work at Heineken, Paul worked for Oxyme, an online research company that generates actionable insights from social media.


Heineken make a LOT of content. Some work, some doesn’t. Event-based content works great for them, such as Holland Heineken House sent to Sochi:

Holland Heineken House Spin Awards submission from Boomerang Create on Vimeo.

As well as this, using time-limited content can also work wonders for a brand such as this ad for 11/11/11:

Heineken-11-11-11-Nov.-2011

The question is how do you become a “Power Brand”? Content isn’t the only thing you can produce to do this. Attention to the consumer, understanding how to be clever to interact with people, stop disrupting and start enriching regardless of medium. What makes content great? Stop using the term “brand values” as this is confusing. Instead, define a Brand Promise which is more bout the substance of the produced content. Make sure it’s:

  • Relevant
  • Distinctive
  • Creditive

Content that travels proves the brand role and therefore will help you to become a power brand.

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