Date post: | 09-May-2015 |
Category: |
Marketing |
Upload: | digimediabe |
View: | 174 times |
Download: | 2 times |
Creating value:Internal Social Media
woensdag 18 december 13
Social Media is a “group level” topic & responsibility...
woensdag 18 december 13
CSMO reports to Ms. Caroline Van Marcke
woensdag 18 december 13
CSMO is based in HQ & has a global responsibility
woensdag 18 december 13
Why Social Media ?
woensdag 18 december 13
‘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....
woensdag 18 december 13
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 !
woensdag 18 december 13
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.
woensdag 18 december 13
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.
woensdag 18 december 13
Communications
woensdag 18 december 13
AX
Y
B Y = conversationA = companyB = marketX = membrane
The model has changed
woensdag 18 december 13
woensdag 18 december 13
Stop Blocking !
woensdag 18 december 13
“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
woensdag 18 december 13
Internal
woensdag 18 december 13
Starts with:What are your
business objectives ?
1
Drivers for change
woensdag 18 december 13
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.
woensdag 18 december 13
What‘s the status ?
2
Communications & Collaboration Audit
woensdag 18 december 13
Online Survey
Online Employee Survey
woensdag 18 december 13
Quality - face to face
interviews with employeesin scope
Offline in-depth employee interviews
woensdag 18 december 13
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%
woensdag 18 december 13
KPI Definition
for ROI
3
Define KPI’s / areas of improvement
woensdag 18 december 13
Situation
A static intranet (online folders) with heavy email based internal
communication and collaboration in a matrix organisation...
woensdag 18 december 13
Project Scope
An enterprise grade online (social) collaboration tool, integrated into a
company wide intranet for 1200 employees worldwide.
woensdag 18 december 13
Improve Employee Productivity through More Effective
Organizational Collaboration
woensdag 18 december 13
Increase Employee Productivity through Faster Access to Role-
specific Information
woensdag 18 december 13
Improve Email Management Reduce Cost of Manual Data Collection,
Consolidation, and Reporting
Reduce volume of emails attachments
woensdag 18 december 13
Reduce General and RFP Offers respond cycle time of
Projects
woensdag 18 december 13
Improve Employee Productivity through More Effective
Organizational Collaboration
woensdag 18 december 13
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
woensdag 18 december 13
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.
woensdag 18 december 13
No point being 2.0 outside if you are not even 1.0 inside...
Euan Semple at Enterprise 2.0 SummitParis 2013
woensdag 18 december 13
Thank you
Philippe Borremans
@horationelson
woensdag 18 december 13