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

1. Philippe Borremans
Social Media @ Van Marcke Group Chief Social Media Officer
Van Marcke Group

2. Social Media is a “group level” topic & responsibility...

3. CSMO reports to Ms. Caroline Van Marcke

4. CSMO is based in HQ & has a global responsibility

5. Why Social Media ?

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 tells
us to.
Because my boss wants it.
Because....

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. 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. 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. Communications

11. The model has changed
X
A
Y
Y = conversation
B A = company
B = market
X = membrane

12. Principles versus Tools
Immediate Twitter
Always on YouTube
Transparant Facebook
Work/Life Mobile
Participative Blogs
Virtual Community Tagging
Pervasive Social Bookmarking
Simpel RSS

14. Monitoring
Listen first !
If not it’s like sailing blindly through the Gulf of Biscay
(which is pretty rough, believe me).

15. Monitoring & Tracking

16. Monitoring & Tracking
Influencer
Tracking

17. Case: Big Blue

18. First small step: blogging

19. Twitter

20. Facebook

21. Issuu Account

22. SMPR - social media press release

23. Customer Support

24. Twitter story...

25. Twitter story...

26. Twitter story...

27. 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

28. Internal

29. Stop Blocking !

30. “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 - http://www.stopblocking.org/?p=87

31. Guidelines
Start with guidelines for
employees (and
managers) tomorrow !
Even if you don’t engage,
or plan to engage...
Your employees already
do.

32. 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 benchmarking

33. Only then the tool....

34. Social Networking in the enterprise

35. Ideation Blogs

36. Communities - one place to rule them all
Overview
Blogs
Forums
Wikis
Bookmarks
Files
Activities
Media Gallery
Feeds
Ideation Blogs

37. 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

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