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Presentation Philipe Borremans Social Media VII EACD Lisbon Debate 2011

Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.

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Presentation Philipe Borremans Social Media VII EACD Lisbon Debate 2011

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  1. Presentation Philipe Borremans Social Media VII EACD Lisbon Debate 2011 Philippe Borremans ROI of Social Media Chief Social Media Officer Internal Communications & Collaboration Van Marcke Groupwoensdag 18 mei 2011

  2. Social Media is a “group level” topic & responsibility...woensdag 18 mei 2011 Social Media is a “group level” topic & responsibility...woensdag 18 mei 2011

  3. CSMO reports to Ms. Caroline Van Marckewoensdag 18 mei 2011 CSMO reports to Ms. Caroline Van Marckewoensdag 18 mei 2011

  4. 1600 staff CSMO is based in HQ & has a global responsibilitywoensdag 18 mei 2011 1600 staff CSMO is based in HQ & has a global responsibilitywoensdag 18 mei 2011

  5. Internalwoensdag 18 mei 2011

  6. Agenda 1 DEFINING Return On Investment 2 METRICS of Return On Investment 3 MEASURING Return On Investmentwoensdag 18 mei 2011 Agenda 1 DEFINING Return On Investment 2 METRICS of Return On Investment 3 MEASURING Return On Investmentwoensdag 18 mei 2011

  7. DEFINING Return On Investmentwoensdag 18 mei 2011 DEFINING Return On Investmentwoensdag 18 mei 2011

  8. DEFINING Return On Investment 1 Starts with: What are your business objectives ?woensdag 18 mei 2011 DEFINING Return On Investment 1 Starts with: What are your business objectives ?woensdag 18 mei 2011

  9. 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.woensdag 18 mei 2011 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.woensdag 18 mei 2011

  10. . DEFINING Return On Investment 2 Goes on with: What are your communications objectives ?woensdag 18 mei 2011

  11. . 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.woensdag 18 mei 2011

  12. . DEFINING Return On Investment Efficiency ? Cost Reduction ? ROI ? ROI ? Sales Employee Increase ? ROI ?Retention ? ROI ? ROI ? Knowledge Client Retention ? Retention ?woensdag 18 mei 2011

  13. . MEASURING Return On Investment 1 Starts with: What ‘s the status ?woensdag 18 mei 2011

  14. . MEASURING Return On Investment Online Surveywoensdag 18 mei 2011

  15. . MEASURING Return On Investment Quality - face to face interviews with employees in scopewoensdag 18 mei 2011

  16. . 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 benchmarkingwoensdag 18 mei 2011

  17. . MEASURING Return On Investment 2 Goes on with: Repeat, follow up, repeatwoensdag 18 mei 2011

  18. . METRICS of Return On Investment 1 Starts with: Agree on relevant metricswoensdag 18 mei 2011

  19. . METRICS of Return On Investment 2 Goes on with: Link back to you Business & Comms. objectiveswoensdag 18 mei 2011

  20. . 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 Hard ROI 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 Improve Employee Productivity through More Effective Organizational Collaboration Soft ROI 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 mailswoensdag 18 mei 2011

  21. . ONLY THEN: choice of tools Improve Employee Productivity through More Effective Organizational Collaborationwoensdag 18 mei 2011

  22. . Social Networking in the enterprise Increase Employee Productivity through Faster Access to Role- specific Informationwoensdag 18 mei 2011

  23. . Wikis in the enterprise Reduce volume of emails attachments Improve Email Management Reduce Cost of Manual Data Collection, Consolidation, and Reportingwoensdag 18 mei 2011

  24. . Microblogging in the enterprise Reduce General and RFP Offers respond cycle time of Projectswoensdag 18 mei 2011

  25. . Internal Communities (versus departments) Improve Employee Productivity through More Effective Organizational Collaborationwoensdag 18 mei 2011

  26. . 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.woensdag 18 mei 2011

  27. . Twitter: @horationelson Let’s connect ! Mail: pborremans@vanmarcke.be Blog: www.conversationblog.comwoensdag 18 mei 2011

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