Social Media Forum 2013 Van Marcke Group

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

pborremans@vanmarcke.be

@horationelson

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