Philippe Borremans - Praktijkgetuigenis Van Marcke

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

donderdag 26 mei 2011

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


CSMO reports to Ms. Caroline Van Marcke & Mr. Peter Van Marcke


CSMO is based in HQ & has a global responsibility


Why Social Media ?


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.


External


Changing world of Communications

Sender ReceiverMedium


Changing world of Communications

CommunityC C

C

C

C

CC

C


Principles versus Tools

ImmediateAlways on

TransparantWork/Life

ParticipativeVirtual Community

PervasiveSimpel

TwitterYouTube

FacebookMobileBlogs

TaggingSocial Bookmarking

RSS



External


Monitoring & Tracking


Monitoring & Tracking

Influencer Tracking


First small step: blogging


Blogging


First Small Steps: Twitter


YouTube Channel


Flickr Account


Issuu Account


Customer Support


Results: service & support - Twitter


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


First step : 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


Wikis in the enterprise


Microblogging in the enterprise


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 ?


Next ?

Social CRM: The New Rules of Relationship Management 18 Use Cases That Show Business How to Finally Put Customers First

March 5, 2010 - By R “Ray” Wang and Jeremiah Owyang with Christine Tran - Edited by Charlene Li


Final thoughts...

Social Media Communications is not “on top”

Use where and when it makes sense - “you do not have to”

Listen first.... start small & respect the rules

Don’t be afraid to ask questions

Access to information/internet is a human right


Reputation

Reputation is all aspects of your interactions with influencers, clients,

suppliers en constituents... combined.

It plays on - off and between the line.


Let’s connect !Twitter: @horationelsonMail: [email protected]


mailto:[email protected]

mailto:[email protected]