case social business at van marcke group

Social Media @ Van Marcke GroupPhilippe BorremansChief Social Media OfficerVan Marcke Group

Social Media is a “group level” topic & responsibility...

CSMO reports to Ms. Caroline Van Marcke

CSMO is based in HQ & has a global responsibility

Why Social Media ?

‘Cause it’s cool !

Because we “have to”...Because the competition is doing it.Because everyone talks about it.Because our PR agency tells us to.Because our advertising agency tells us to.Because my boss wants it.Because....

Social Media has an objective

If you can not tie your social media activity to a real business strategy with clear communications objectives...

Don’t start !

Business Objectives

• Optimize business processes and customer relationship/support by connecting 1200 staff across different business units & locations

• Support expanding business and focus on information based activities.

• Support the strategic objective of “single view on information” across the group.

• Truly engage with customers & business partners in order to support product & services innovation.

• Prepare employees to a changing cultural environment which supports the concept of the social enterprise.

Communications Objectives

• Support “traditional marketing” with social media marketing techniques/tactics in order to drive store traffic.

• Support corporate social responsibility activities with transparent communications.

• Support public relations with social media techniques and tactics in order to drive coverage.

• Support internal communications & collaboration in order to engage employees & management.

• Support business partner network (B2B) communications & collaboration in order to support & increase business.

Communications

AX

Y

BY = conversationA = companyB = marketX = membrane

The model has changed

Principles versus Tools

ImmediateAlways on

TransparantWork/Life

ParticipativeVirtual Community

PervasiveSimpel

TwitterYouTube

FacebookMobileBlogs

TaggingSocial Bookmarking

RSS

Monitoring

Listen first ! If not it’s like sailing blindly through the Gulf of Biscay

(which is pretty rough, believe me).

Monitoring & Tracking

Monitoring & Tracking

Influencer Tracking

Case: Big Blue

First small step: blogging

Twitter

Facebook

Issuu Account

SMPR - social media press release

Customer Support

Twitter story...

Twitter story...

Twitter story...

Results

Blog

Twitter

Press

Average of 30 face to face meetings through websiteAverage 60 email contacts through website

Customer insights have changed proceduresRapid transparent response have led to + customer experience

Is n° 10 source of traffic to website

Average of +500 views of press releasePositive impact on search result rankingsInteractive comments on press releases

Issuu Since February: +10.000.000 catalogue views

Internal

Stop Blocking !

“If you can’t trust your employees, you have one of two problems,”

“You are hiring the wrong people or you are not properly training the

people you hire.”

BL. Ochman - http://www.stopblocking.org/?p=87

Guidelines

Start with guidelines for employees (and

managers) tomorrow !

Even if you don’t engage, or plan to engage...

Your employees already do.

Baseline for benchmarking

More than 56% of employees surveyed make 20 or more telephone calls per day with more than 55% leaving 3 to 5+ messages/day on voicemail.

19% spends an average of 20 minutes/day and 17% more than 30 minutes/day to find the right information.

About 42% of our employees spend 10 minutes in average lookingfor the right person within their company.

37% of our employees spend an average of 1 hour/daymanaging their inbox.

82% uses email to share documents with colleagues instead of using a shared drive

31% of our employees need 1 hour/day to handle 1 client request.

Results of internal research

Only then the tool....

Social Networking in the enterprise

Ideation Blogs

Communities - one place to rule them all

OverviewBlogs

ForumsWikis

BookmarksFiles

ActivitiesMedia Gallery

FeedsIdeation Blogs

Reduce internal conversation telephone calls and related costReduce Cost of IT Helpdesk by Providing Self-service Access to IT Support Reduce Printing and Distribution Cost Reduce volume of emails attachments

Reduce General and RFP Offers respond cycle time of ProjectsReduce cost of losing employees before end of probation periodImprove Employee Productivity through More Effective Organizational CollaborationIncrease Employee Productivity through Faster Access to Role-specific InformationImprove Email Management Reduce Cost of Manual Data Collection, Consolidation, and ReportingReduce lost time spent leaving voice mails

Hard ROI

Soft ROI

Return on Investment ?

Let’s connect !Twitter: @horationelsonMail: pborremans@vanmarcke.be