Non linear process (go back and forward), mostly start experimentalThe organizational approach evolves from bottom up, into top down into a mixBusiness value increases in this evolution
Top down involvement (VP)Change management oriented, step by step approach, anchored within the organizationThoroughdeskresearch to identify social footprint and potential within target groupsFor example identified very valuable nice communities to engage with for example peoltry and egg, ruminanceetcObjectives are identified per target group
Soyouneedintegrated KPI’s andcontrolstodefine the relationshipbetweenthemandreally monitor yourvaluecreation.
Dyneema in a nutshell – world strongest fiber and its with when it matters (used all kinds of materials such as body armor and marine lines)Active monitoring in place, prepare engagement, seeding and conversations and evaluationContent and channel drivenProcesses in placeStarted with listening on external channels what’s happening on the brandBut still push oriented and limited connection to target audienceEmployee ownership
Youcannotdirectlyassign a monetaryvalueto a conversionthat takes placewith the customer journey, So we decidedtousevalue points as a start.
Keep onfinetuningyour controlsDefine a value index to calculate the real ROIBased on proofpoints
Evolution : expiremental -> controlled -> integrated Value creation through KPI defining and measuring KPI’s / indexes and correlating with classical financial metricsOwnership by employees themselves ; facilization and experise transfer by externals : you cannot outsource completely !Hardwire / software
Get ready for integrated social
Capturing business value through social media:Get ready for integrated socialB2B Summit June 18th LondonTheo VerweerdenMarketing program DirectorDSMJune, 2013Stijn van AertStrategy leadeFocus
Theo VerweerdenMarketing Program Director DSMtheoverweerdentheo.firstname.lastname@example.orgStijn van AertStrategy Lead eFocusstijnvanaertstijn.email@example.com
• Global leader in nutritional ingredients for feed, food and personal care• Market leader in anti-infectives and key pharma custom manufacturing player• Market leader in sustainable high performance materials• Merchant market leader in nylon precursor caprolactam• Innovator active in advanced biofuels, bio-based chemicals and biomedical materialsMaterialsNutritionMeet DSMHealth
ENGAGEMENT AMBASSADORS20121500%60results 2012Integrated1272fllwrs974fansAVERAGE VISITORS (MONTH)AVERAGE REQUESTS (MONTH)125* Platform results before the start of the program are unavailable or uncomparable7
Assign value to your touchpoints to measureeffectiveness and keep testing your impact25 pointsPartner lead100 pointsContactrequest15 pointsSocial follower10 pointsShare contentAB
Social mechanisms to influence your business valueSalesContactrequestsLeadgenerationInformationDownloadsSocialEngagementSubscrip-tionsReach Shares&ClicksActiveEmployeesSocial value(points)Key digital value(points)Business value(Euro’s) Value index?1 point = X Euro
Key take aways1. It’s an evolution2. Focus on value creation3. Employee engagementand ownership