/p.borremans-davos-2011

ROI of social media for internal Communications & Collaboration Top Communications Conference - Davos Top Communications Conference - Davos

Philippe Borremans Chief Social Media Officer Van Marcke Group

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

CSMO reports to Ms. Caroline Van Marcke

1600 staff

CSMO is based in HQ & has a global responsibility

Agenda

1

DEFINING Retur n On Inves tment

2

METRICS of Retur n On Inves tment

3

MEASURING Retur n On Inves tment

DEFINING Retur n On Inves tment

DEFINING Retur n On Inves tment

1

S tar ts with: What are your business objectives ?

Bus ines s 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.

DEFINING Retur n On Inves tment

2

Goes on with: What are your communications objectives ?

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.

DEFINING Retur n On Inves tment

Efficiency ?

ROI ?

S ales Incr eas e ?

ROI ?

Knowledge Retention ?

Cos t Reduction ?

ROI ?

Employee Retention ?

ROI ?

ROI ?

Client Retention ?

MEASURING Retur n On Inves tment

1

S tar ts with: What ‘s the status ?

MEASURING Retur n On Inves tment

Online S ur vey

MEASURING Retur n On Inves tment

Quality ­ face to face inter views with employees in scope

MEASURING Retur n On Inves tment 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 looking for the right person within their company.

37% of our employees spend an average of 1 hour/day managing 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.

Baseline for benchmarking

MEASURING Retur n On Inves tment

2

Goes on with: Repeat, follow up, repeat

METRICS of Retur n On Inves tment

1

S tar ts with: Agree on relevant metrics

METRICS of Retur n On Inves tment

2

Goes on with: Link back to you Business & Comms. objectives

METRICS of Retur n On Inves tment Reduce inter nal conver s ation telephone calls and r elated cos t Reduce Cost of IT Helpdes k by Pr oviding S elf­s er vice Acces s to IT Har d ROI S uppor t Reduce Pr inting and Dis tr ibution Cos t Reduce volume of emails attachments Reduce Gener al and RFP Offer s r es pond cycle time of Pr ojects Reduce cos t of los ing employees befor e end of pr obation per iod Improve Employee Pr oductivity thr ough Mor e Effective Or ganizational S oft ROI Collabor ation Increase Employee Pr oductivity thr ough Fas ter Acces s to Role­s pecific Infor mation Improve Email Management Reduce Cos t of Manual Data Collection, Cons olidation, and Repor ting Reduce los t time s pent leaving voice

ONLY THEN: choice of tools

Improve Employee Productivity through More Effective Organizational Collaboration

S ocial Networ king in the enter pr is e

Increase Employee Productivity through Faster Access to Rolespecific Information

Wikis in the enter pr is e

Reduce volume of emails attachments

Improve Email Management Reduce Cost of Manual Data Collection, Consolidation, and Reporting

Microblogging in the enter pr is e

Reduce General and RFP Offers respond cycle time of Projects

Internal Communities (ver s us depar tments )

Improve Employee Productivity through More Effective Organizational Collaboration

Return of Value

ROI of internal social media is very personal.

Each company is different, has specific needs, challenges and ecosystems...

There is NO “one size fits� all !

It is hard work and takes resources and time.

Let’s connect !

Twitter: @horationelson Mail: pborremans@vanmarcke.be