ROI of social media for internal Communications & Collaboration 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

CSMO is based in HQ & has a global responsibility 1600 staff

DEFINING Return On Investment MEASURING Return On Investment METRICS of Return On Investment Agenda

DEFINING Return On Investment

Starts with: What are your business objectives ? Starts with: What are your business objectives ? 1 1

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 Goes on with: What are your communications objectives ? Goes on with: What are your communications objectives ? 2 2

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 Employee Retention ? Client Retention ? Efficiency ? Cost Reduction ? Knowledge Retention ? Sales Increase ? ROI ? ROI ?

MEASURING Return On Investment Starts with: What ‘s the status ? Starts with: What ‘s the status ? 1 1

MEASURING Return On Investment Online Survey

MEASURING Return On Investment Quality - face to face interviews with employees in scope Quality - face to face interviews with employees in scope

MEASURING Return On Investment 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 voic . 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 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 Goes on with: Repeat, follow up, repeat Goes on with: Repeat, follow up, repeat 2 2

METRICS of Return On Investment Starts with: Agree on relevant metrics Starts with: Agree on relevant metrics 1 1

Goes on with: Link back to you Business & Comms. objectives Goes on with: Link back to you Business & Comms. objectives 2 2 METRICS of Return On 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 s attachments 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 Management Reduce Cost of Manual Data Collection, Consolidation, and Reporting Reduce lost time spent leaving voice mails Hard ROI Soft ROI METRICS of Return On Investment

ONLY THEN: choice of tools Improve Employee Productivity through More Effective Organizational Collaboration

Social Networking in the enterprise Increase Employee Productivity through Faster Access to Role- specific Information

Wikis in the enterprise Improve Management Reduce Cost of Manual Data Collection, Consolidation, and Reporting Reduce volume of s attachments

Microblogging in the enterprise Reduce General and RFP Offers respond cycle time of Projects

Internal Communities (versus departments) 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 and takes 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 and takes resources and time. Return of Value

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