Get ready for integrated social

Capturing business value through social media:

Get ready for integrated social

B2B Summit June 18th London

Theo Verweerden

Marketing program Director

DSM

June, 2013

Stijn van Aert

Strategy lead

eFocus

Theo Verweerden

Marketing Program Director DSM

theoverweerden

theo.verweerden@dsm.com

Stijn van Aert

Strategy Lead eFocus

stijnvanaert

stijn.van.aert@efocus.nl

• Global leader in nutritional ingredients for feed, food and personal care

• Market leader in anti-infectives and key pharma custom manufacturing player

• Market leader in sustainable high performance materials

• Merchant market leader in nylon precursor caprolactam

• Innovator active in advanced biofuels, bio-based chemicals and biomedical materials

Materials Nutrition

Meet DSM

Health

We don’t believe in social.

We don’t believe in integrated social.

1 2 3 Three ways to approach social

Experimental Controlled Integrated

It’s a continuous learning journey

Experimental Controlled Integrated

Experimental social

Key characteristics

• Isolated initiatives

• Success stories

• High waste

• Brand impact risks

Controlled Integrated

The curious case of E-850 A breakthrough innovation of

DSM NeoResins

requesting your help

Controlled social

Key characteristics

• Process and culture

• Owned channel

focus

• Window dressing

• Start monitoring

Controlled Experimental

Example: DSM in Animal Nutrition & Health

Universities Professors

Researchers

Students

Customers & Partners R&D Employees

Engineers

New Business Developers

Product Management

Marketing & Sales

Integrated social

Key characteristics

• Mixed paid,

owned, earned

journeys

• ROI driven

engagement value

• Social CRM focus

(more 1-on-1)

Experimental Controlled

The average customer uses

10.4 sources before buying,

twice as much as years past.

- Google, 2011

Earned

Paid

Owned

Consider social within the integrated digital landscape

Display

Social

E-mail

SEA

Affiliates

Website

SEO

Content

partners

Apps

Webshop

I know half the money I

spend on advertising is

wasted, but I can never

find out which half.

- John Wanamaker

Social mechanisms to influence your KPI’s

Sales

Contact

requests

Lead

generation Information

Downloads

Social

Engagement Subscrip-

tions

Reach Shares &

Reach

Active

Employees

Integrated owned and earned social media

ENGAGEMENT AMBASSADORS 2012

1500% 60

results 2012 Integrated

1272fllwrs 974fans

AVERAGE VISITORS (MONTH)

AVERAGE REQUESTS (MONTH)

125

* Platform results before the start of the program are unavailable or uncomparable 7

How to capture the value of integrated social?

Assign value to your touchpoints to measure effectiveness and keep testing your impact

25 points

Partner lead

100 points

Contact

request

15 points

Social follower

10 points

Share content

A

B

Social mechanisms to influence your business value

Sales

Contact

requests

Lead

generation Information

Downloads

Social

Engagement Subscrip-

tions

Reach Shares

&Clicks

Active

Employees

Social value (points)

Key digital value (points)

Business value (Euro’s)

Value index?

1 point = X Euro

Key take aways

1. It’s an evolution

2. Focus on value creation

3. Employee engagement

and ownership

www.efocus.nl

@efocus

Thank you.