belang van social media voor bedrijven door van marcke
DESCRIPTION
TRANSCRIPT
Social Business@ Van Marcke
Business to University - Leuven
Social Media is a “group level” topic & responsibility...
CSMO reports to Chief Operations Officer
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
B Y = conversationA = companyB = marketX = membrane
The model has changed
Principles versus Tools
ImmediateAlways on
TransparantWork/Life
ParticipativeVirtual Community
PervasiveSimpel
TwitterYouTube
FacebookMobileBlogs
TaggingSocial Bookmarking
RSS
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
No point being 2.0 outside if you are
not even 1.0 inside...
Social Media Communications
B2B ? B2C ? P2P !
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
Issuu Account
SMPR - social media press release
SMNR - social media news room
Customer Support
Twitter story...
Twitter story...
Twitter story...
Results
Blog
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 +10.000.000 catalogue views
Thank you
Philippe Borremans
@horationelson