Case social business at Van Marcke Group


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Philippe Borremans – chief social media officer Van Marcke Group
case presentation social business at Van Marcke Group

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Case social business at Van Marcke Group

  1. 1. Philippe BorremansSocial Media @ Van Marcke Group Chief Social Media Officer Van Marcke Group
  2. 2. Social Media is a “group level” topic & responsibility...
  3. 3. CSMO reports to Ms. Caroline Van Marcke
  4. 4. CSMO is based in HQ & has a global responsibility
  5. 5. Why Social Media ?
  6. 6. ‘Cause it’s cool !Because we “have to”...Because the competition is doing it.Because everyone talks about it.Because our PR agency tells us to.Because our advertising agency tellsus to.Because my boss wants it.Because....
  7. 7. Social Media has an objective If you can not tie your social media activity to a real business strategy with clear communications objectives... Don’t start !
  8. 8. 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.
  9. 9. 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.
  10. 10. Communications
  11. 11. The model has changed X A Y Y = conversation B A = company B = market X = membrane
  12. 12. Principles versus Tools Immediate Twitter Always on YouTube Transparant Facebook Work/Life Mobile Participative Blogs Virtual Community Tagging Pervasive Social Bookmarking Simpel RSS
  13. 13. Monitoring Listen first ! If not it’s like sailing blindly through the Gulf of Biscay (which is pretty rough, believe me).
  14. 14. Monitoring & Tracking
  15. 15. Monitoring & Tracking Influencer Tracking
  16. 16. Case: Big Blue
  17. 17. First small step: blogging
  18. 18. Twitter
  19. 19. Facebook
  20. 20. Issuu Account
  21. 21. SMPR - social media press release
  22. 22. Customer Support
  23. 23. Twitter story...
  24. 24. Twitter story...
  25. 25. Twitter story...
  26. 26. 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 views
  27. 27. Internal
  28. 28. Stop Blocking !
  29. 29. “If you can’t trust your employees, you have one of two problems,”“You are hiring the wrong people or you are not properly training the people you hire.” BL. Ochman -
  30. 30. Guidelines Start with guidelines for employees (and managers) tomorrow ! Even if you don’t engage, or plan to engage... Your employees already do.
  31. 31. Results of internal researchMore 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 benchmarking
  32. 32. Only then the tool....
  33. 33. Social Networking in the enterprise
  34. 34. Ideation Blogs
  35. 35. Communities - one place to rule them all Overview Blogs Forums Wikis Bookmarks Files Activities Media Gallery Feeds Ideation Blogs
  36. 36. 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 mails
  37. 37. Twitter: @horationelsonLet’s connect ! Mail: