Social Media Forum 2013 Van Marcke Group
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Transcript of Social Media Forum 2013 Van Marcke Group
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Creating value:Internal Social Media
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Social Media is a “group level” topic & responsibility...
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CSMO reports to Ms. Caroline Van Marcke
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CSMO is based in HQ & has a global responsibility
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Why Social Media ?
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‘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....
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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 !
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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.
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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.
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Communications
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AX
Y
B Y = conversationA = companyB = marketX = membrane
The model has changed
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Stop Blocking !
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“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
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Internal
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Starts with:What are your
business objectives ?
1
Drivers for change
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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.
• 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.
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What‘s the status ?
2
Communications & Collaboration Audit
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Online Survey
Online Employee Survey
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Quality - face to face
interviews with employeesin scope
Offline in-depth employee interviews
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Some results...
56% 20 or more internal telephone calls/day
20% 30 minutes/day to find the right information
42% 10 minutes in average to find the right colleague
• 1 hour/day managing their inbox
• Need 1 hour/client request
• Use email to share documents internally
37%
31%
82%
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KPI Definition
for ROI
3
Define KPI’s / areas of improvement
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Situation
A static intranet (online folders) with heavy email based internal
communication and collaboration in a matrix organisation...
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Project Scope
An enterprise grade online (social) collaboration tool, integrated into a
company wide intranet for 1200 employees worldwide.
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Improve Employee Productivity through More Effective
Organizational Collaboration
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Increase Employee Productivity through Faster Access to Role-
specific Information
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Improve Email Management Reduce Cost of Manual Data Collection,
Consolidation, and Reporting
Reduce volume of emails attachments
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Reduce General and RFP Offers respond cycle time of
Projects
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Improve Employee Productivity through More Effective
Organizational Collaboration
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Reality Check
It took Alcatel-Lucent 3 years to: • Get to 60.000 profiles
(out of 80.000)• Have 4000 active groups• Have 25% active users• Have 6% active
contributors across the company
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Lessons learned...
• DO start with an audit and situation assessment - you need to know the problems before trying to solve them...
• DO receive/ask for C-level buy in from the start and plan for the long run - this is not an IT project, it is a change management project...
• DO plan for ongoing training, education and coaching & a solid long term communications plan...
• DO NOT think this is “plug & play” - it simply isn’t !
• DO NOT believe the so called “generation Y” will be your champions - it takes people with experience, not young age...
• DO NOT simply follow your IT provider’s suggestion - do your homework and decide based on real - not perceived - needs.
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No point being 2.0 outside if you are not even 1.0 inside...
Euan Semple at Enterprise 2.0 SummitParis 2013
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Thank you
Philippe Borremans
@horationelson
woensdag 18 december 13