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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 1

DEFINING DEFINING Return Return On On Investment Investment

2 2

METRICS METRICS of of Return Return On On Investment Investment

3 3

MEASURING MEASURING Return Return On On Investment Investment

DEFINING DEFINING Return Return On On Investment Investment

DEFINING DEFINING Return Return On On Investment Investment

1 1

Starts with: What are your business objectives ?

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.

DEFINING DEFINING Return Return On On Investment Investment

2 2

Goes on with: What are your communicatio ns 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 DEFINING Return Return On On Investment Investment

Cost Cost Reduction Reduction ??

ROI ROI ??

Efficiency Efficiency ??

ROI ROI ??

Sales Sales Increase Increase ??

ROI ROI ??

Knowledge Knowledge Retention Retention ??

Employee Employee Retention Retention ??

ROI ?

ROI ROI ??

Client Client Retention Retention ??

MEASURING MEASURING Return Return On On Investment Investment

1 1

Starts with: What ‘s the status ?

MEASURING MEASURING Return Return On On Investment Investment

Online Online Survey Survey

MEASURING MEASURING Return Return On On Investment Investment

Quality - face to face interviews with employees in scope

MEASURING MEASURING Return Return On On Investment Investment 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 ďŹ nd 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 MEASURING Return Return On On Investment Investment

2 2

Goes on with: Repeat, follow up, repeat

METRICS METRICS of of Return Return On On Investment Investment

1 1

Starts with: Agree on relevant metrics

METRICS METRICS of of Return Return On On Investment Investment

2 2

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

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

Soft Soft ROI ROI

Hard Hard ROI ROI

Reduce General and RFP Offers respond cycle time of Projects Reduce cost of losing employees before end of probation period Improve Employee Productivity through More Effective Organizational Collaboration Increase Employee Productivity through Faster Access to Role-specific Information Improve Email Management Reduce Cost of Manual Data Collection, Consolidation, and Reporting Reduce lost time spent leaving voice mails

ONLY ONLY THEN: THEN: choice choice of of tools tools

Improve Improve Employee Employee Productivity Productivity through through More More Effective Effective Organizational Organizational Collaboration Collaboration

Social Networking in the enterprise

Increase Increase Employee Employee Productivity Productivity through through Faster Faster Access Access to to Role-specific Role-specific Information Information

Wikis in the enterprise

Reduce Reduce volume volume of of emails emails attachments attachments

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

Microblogging in the enterprise

Reduce Reduce General General and and RFP RFP Offers Offers respond respond cycle cycle time time of of Projects Projects

Internal Communities (versus departments)

Improve Improve Employee Employee Productivity Productivity through through More More Effective Effective Organizational Organizational Collaboration Collaboration

Return Return of of Value Value

ROI ROI of of internal internal social social media media is is very very personal. personal.

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

There There is is NO NO “one “one size size fits” fits” all all !!

It It is is hard hard work work and and takes takes resources resources and and time. time.

Let’s connect !

Twitter: @horationelson Mail: pborremans@vanmarcke.be