ROI of social media for internal Communications & Collaboration

Top Communications Conference - Davos

Philippe 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

1600 staff

11

22

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DEFINING Return On Investment

DEFINING Return On Investment

MEASURING Return On Investment

MEASURING Return On Investment

METRICS of Return On Investment

METRICS of Return On Investment

Agenda

DEFINING Return On Investment

DEFINING Return On Investment

DEFINING Return On Investment

DEFINING Return On Investment

Starts with:What are

your business objectives ?

Starts with:What are

your business objectives ?

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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 Return On Investment

DEFINING Return On Investment

Goes on with:What are your communicatio

ns objectives ?

Goes on with:What are your communicatio

ns objectives ?

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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 Return On Investment

DEFINING Return On Investment

Employee Retention ?Employee

Retention ?

Client Retention

?

Client Retention

?

Efficiency ?

Efficiency ?

Cost Reduction ?

Cost Reduction ?

Knowledge Retention

?

Knowledge Retention

?

Sales Increase ?

Sales Increase ?

ROI ?ROI ?

ROI ?ROI ?

ROI ?ROI ?

ROI ?ROI ?

ROI ?ROI ?

MEASURING Return On Investment

MEASURING Return On Investment

Starts with:What ‘s the

status ?

Starts with:What ‘s the

status ?

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MEASURING Return On Investment

MEASURING Return On Investment

Online SurveyOnline Survey

MEASURING Return On Investment

MEASURING Return On Investment

Quality - face to face

interviews with employeesin scope

Quality - face to face

interviews with employeesin scope

MEASURING Return On Investment

MEASURING Return On Investment

Baseline for benchmarkingBaseline 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.

MEASURING Return On Investment

MEASURING Return On Investment

Goes on with:Repeat,

follow up, repeat

Goes on with:Repeat,

follow up, repeat

22

METRICS of Return On Investment

METRICS of Return On Investment

Starts with:Agree on relevant metrics

Starts with:Agree on relevant metrics

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Goes on with:Link back to you Business

& Comms. objectives

Goes on with:Link back to you Business

& Comms. objectives

22

METRICS of Return On Investment

METRICS of Return On Investment

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 ROIHard ROI

Soft ROISoft ROI

METRICS of Return On Investment

METRICS of Return On Investment

ONLY THEN: choice of toolsONLY THEN: choice of tools

Improve Employee Productivity through More Effective

Organizational Collaboration

Improve Employee Productivity through More Effective

Organizational Collaboration

Social Networking in the enterprise

Increase Employee Productivity through Faster

Access to Role-specific Information

Increase Employee Productivity through Faster

Access to Role-specific Information

Wikis in the enterprise

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

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

Reduce volume of emails attachments

Reduce volume of emails attachments

Microblogging in the enterprise

Reduce General and RFP Offers respond cycle time of Projects

Reduce General and RFP Offers respond cycle time of Projects

Internal Communities (versus departments)

Improve Employee Productivity through More Effective

Organizational Collaboration

Improve Employee Productivity through More Effective

Organizational Collaboration

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 andtakes resources and time.

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 andtakes resources and time.

Return of ValueReturn of Value

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