belang van social media voor bedrijven door van marcke

Social Business@ Van Marcke

Business to University - Leuven

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

CSMO reports to Chief Operations Officer

CSMO is based in HQ & has a global responsibility

Why Social Media ?

‘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....

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 !

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.

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.

Communications

AX

Y

B Y = conversationA = companyB = marketX = membrane

The model has changed

Principles versus Tools

ImmediateAlways on

TransparantWork/Life

ParticipativeVirtual Community

PervasiveSimpel

TwitterYouTube

FacebookMobileBlogs

TaggingSocial Bookmarking

RSS

Stop Blocking !

“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

No point being 2.0 outside if you are

not even 1.0 inside...

Social Media Communications

B2B ? B2C ? P2P !

Monitoring

Listen first ! If not it’s like sailing blindly through the Gulf of Biscay

(which is pretty rough, believe me).

Monitoring & Tracking

Monitoring & Tracking

Influencer Tracking

Case: Big Blue

First small step: blogging

Twitter

Facebook

Issuu Account

SMPR - social media press release

SMNR - social media news room

Customer Support

Twitter story...

Twitter story...

Twitter story...

Results

Blog

Twitter

Press

Average of 30 face to face meetings through websiteAverage 60 email contacts through website

Customer insights have changed proceduresRapid transparent response have led to + customer experience

Is n° 10 source of traffic to website

Average of +500 views of press releasePositive impact on search result rankingsInteractive comments on press releases

Issuu +10.000.000 catalogue views

Thank you

Philippe Borremans

pborremans@vanmarcke.be

@horationelson