ROI of social media for internal Communications & Collaboration Top Communications Conference - Davos Philippe Borremans Chief Social Media Officer Van Marcke Group
Dec 23, 2015
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
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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
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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: [email protected]