ROI of social media for internal Communications Collaboration

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

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

Agenda 1 DEFINING Return On Investment 2 METRICS of Return On Investment 3 MEASURING Return On Investment

DEFINING Return On Investment

DEFINING Return On Investment 1 Starts with: What are your business objectives ?

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 2 Goes on with: What are your communications objectives ?

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 (B 2 B) communications & collaboration in order to support & increase business.

DEFINING Return On Investment Efficiency ? ROI ? Sales Increase ? ROI ? Knowledge Retention ? Cost Reduction ? ROI ? Employee Retention ? ROI ? Client Retention ?

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

MEASURING Return On Investment Online Survey

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

MEASURING Return On Investment 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 benchmarking

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

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

METRICS of Return On Investment 2 Goes on with: Link back to you Business & Comms. objectives

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 emails attachments Soft ROI Hard ROI 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 Email Management Reduce Cost of Manual Data Collection, Consolidation, and Reporting Reduce lost time spent leaving voice mails

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 Rolespecific Information

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

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

Return of Value 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.

Let’s connect ! Twitter: @horationelson Mail: pborremans@vanmarcke. be