Philippe Borremans                        Social Media @ Van Marcke Group   Chief Social Media Officer                     ...
Social Media is a “group level” topic & responsibility...donderdag 26 mei 2011
CSMO reports to Ms. Caroline Van Marcke & Mr. Peter Van Marckedonderdag 26 mei 2011
CSMO is based in HQ & has a global responsibilitydonderdag 26 mei 2011
Why Social Media ?donderdag 26 mei 2011
Business Objectives      • Optimize business processes and customer relationship/support by        connecting 1200 staff a...
Communications Objectives      • Support “traditional marketing” with social media marketing techniques/        tactics in...
Externaldonderdag 26 mei 2011
Changing world of Communications                  Sender   Medium   Receiverdonderdag 26 mei 2011
Changing world of Communications                                   C                            C               C         ...
Principles versus Tools                             Immediate             Twitter                             Always on   ...
donderdag 26 mei 2011
Externaldonderdag 26 mei 2011
Monitoring & Trackingdonderdag 26 mei 2011
Monitoring & Tracking                              Influencer                               Trackingdonderdag 26 mei 2011
First small step: bloggingdonderdag 26 mei 2011
Bloggingdonderdag 26 mei 2011
First Small Steps: Twitterdonderdag 26 mei 2011
YouTube Channeldonderdag 26 mei 2011
Flickr Accountdonderdag 26 mei 2011
Issuu Accountdonderdag 26 mei 2011
Customer Supportdonderdag 26 mei 2011
Results: service & support - Twitterdonderdag 26 mei 2011
Results                            Average of 30 face to face meetings through website            Blog                Aver...
Internaldonderdag 26 mei 2011
First step : Guidelines !                                   Start with guidelines for                                     ...
Results of internal research      More than 56% of employees surveyed make 20 or more telephone calls per day with        ...
Only then the tool....donderdag 26 mei 2011
Social Networking in the enterprisedonderdag 26 mei 2011
Wikis in the enterprisedonderdag 26 mei 2011
Microblogging in the enterprisedonderdag 26 mei 2011
Return on Investment ?            Reduce internal conversation telephone            calls and related cost            Redu...
Next ?                                           Social CRM: The New Rules of Relationship Management                     ...
Final thoughts...                        Social Media Communications is not “on top”             Use where and when it mak...
Reputation                            Reputation is all aspects of your                         interactions with influence...
Twitter: @horationelson                        Let’s connect !   Mail: pborremans@vanmarcke.bedonderdag 26 mei 2011
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Philippe Borremans - Praktijkgetuigenis Van Marcke

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Philippe Borremans - Praktijkgetuigenis Van Marcke

  1. 1. Philippe Borremans Social Media @ Van Marcke Group Chief Social Media Officer Van Marcke Groupdonderdag 26 mei 2011
  2. 2. Social Media is a “group level” topic & responsibility...donderdag 26 mei 2011
  3. 3. CSMO reports to Ms. Caroline Van Marcke & Mr. Peter Van Marckedonderdag 26 mei 2011
  4. 4. CSMO is based in HQ & has a global responsibilitydonderdag 26 mei 2011
  5. 5. Why Social Media ?donderdag 26 mei 2011
  6. 6. 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.donderdag 26 mei 2011
  7. 7. 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.donderdag 26 mei 2011
  8. 8. Externaldonderdag 26 mei 2011
  9. 9. Changing world of Communications Sender Medium Receiverdonderdag 26 mei 2011
  10. 10. Changing world of Communications C C C C Community C C C Cdonderdag 26 mei 2011
  11. 11. Principles versus Tools Immediate Twitter Always on YouTube Transparant Facebook Work/Life Mobile Participative Blogs Virtual Community Tagging Pervasive Social Bookmarking Simpel RSSdonderdag 26 mei 2011
  12. 12. donderdag 26 mei 2011
  13. 13. Externaldonderdag 26 mei 2011
  14. 14. Monitoring & Trackingdonderdag 26 mei 2011
  15. 15. Monitoring & Tracking Influencer Trackingdonderdag 26 mei 2011
  16. 16. First small step: bloggingdonderdag 26 mei 2011
  17. 17. Bloggingdonderdag 26 mei 2011
  18. 18. First Small Steps: Twitterdonderdag 26 mei 2011
  19. 19. YouTube Channeldonderdag 26 mei 2011
  20. 20. Flickr Accountdonderdag 26 mei 2011
  21. 21. Issuu Accountdonderdag 26 mei 2011
  22. 22. Customer Supportdonderdag 26 mei 2011
  23. 23. Results: service & support - Twitterdonderdag 26 mei 2011
  24. 24. Results Average of 30 face to face meetings through website Blog Average 60 email contacts through website Customer insights have changed procedures Twitter Rapid transparent response have led to + customer experience Is n° 10 source of traffic to website Average of +500 views of press release Press Positive impact on search result rankings Interactive comments on press releases Issuu Since February: +10.000.000 catalogue viewsdonderdag 26 mei 2011
  25. 25. Internaldonderdag 26 mei 2011
  26. 26. First step : Guidelines ! Start with guidelines for employees (and managers) tomorrow ! Even if you don’t engage, or plan to engage... Your employees already do.donderdag 26 mei 2011
  27. 27. Results of internal research 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 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 benchmarkingdonderdag 26 mei 2011
  28. 28. Only then the tool....donderdag 26 mei 2011
  29. 29. Social Networking in the enterprisedonderdag 26 mei 2011
  30. 30. Wikis in the enterprisedonderdag 26 mei 2011
  31. 31. Microblogging in the enterprisedonderdag 26 mei 2011
  32. 32. Return on Investment ? Reduce internal conversation telephone calls and related cost Reduce Cost of IT Helpdesk by Hard ROI 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 Projects Reduce cost of losing employees before end of probation period Soft ROI 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 mailsdonderdag 26 mei 2011
  33. 33. Next ? Social CRM: The New Rules of Relationship Management 18 Use Cases That Show Business How to Finally Put Customers First March 5, 2010 - By R “Ray” Wang and Jeremiah Owyang with Christine Tran - Edited by Charlene Lidonderdag 26 mei 2011
  34. 34. Final thoughts... Social Media Communications is not “on top” Use where and when it makes sense - “you do not have to” Listen first.... start small & respect the rules Don’t be afraid to ask questions Access to information/internet is a human rightdonderdag 26 mei 2011
  35. 35. Reputation Reputation is all aspects of your interactions with influencers, clients, suppliers en constituents... combined. It plays on - off and between the line.donderdag 26 mei 2011
  36. 36. Twitter: @horationelson Let’s connect ! Mail: pborremans@vanmarcke.bedonderdag 26 mei 2011

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