social media forum 2013 van marcke group

Creating value:Internal Social Media

woensdag 18 december 13

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


CSMO reports to Ms. Caroline Van Marcke


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


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


http://www.stopblocking.org/?p=87

http://www.stopblocking.org/?p=87

Internal


Starts with:What are your

business objectives ?

1

Drivers for change


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.


What‘s the status ?

2

Communications & Collaboration Audit


Online Survey

Online Employee Survey


Quality - face to face

interviews with employeesin scope

Offline in-depth employee interviews


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%


KPI Definition

for ROI

3

Define KPI’s / areas of improvement


Situation

A static intranet (online folders) with heavy email based internal

communication and collaboration in a matrix organisation...


Project Scope

An enterprise grade online (social) collaboration tool, integrated into a

company wide intranet for 1200 employees worldwide.


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 volume of emails attachments


Reduce General and RFP Offers respond cycle time of

Projects


Improve Employee Productivity through More Effective

Organizational Collaboration


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


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.


No point being 2.0 outside if you are not even 1.0 inside...

Euan Semple at Enterprise 2.0 SummitParis 2013


Thank you

Philippe Borremans

[email protected]

@horationelson


mailto:[email protected]

mailto:[email protected]

social media forum 2013 van marcke group

Marketing