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Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.
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ROI of Social Media Internal Communications & Collaboration
Philippe BorremansChief Social Media OfficerVan Marcke Group
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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
1600 staff
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Internal
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1
2
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DEFINING Return On Investment
MEASURING Return On Investment
METRICS of Return On Investment
Agenda
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DEFINING Return On Investment
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DEFINING Return On Investment
Starts with:What are your
business objectives ?
1
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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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DEFINING Return On Investment
Goes on with:What are your
communications objectives ?
2
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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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DEFINING Return On Investment
Employee Retention ?
Client Retention ?
Efficiency ? Cost Reduction ?
Knowledge Retention ?
Sales Increase ?
ROI ?
ROI ?
ROI ?
ROI ?
ROI ?
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MEASURING Return On Investment
Starts with:What ‘s the
status ?
1
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MEASURING Return On Investment
Online Survey
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MEASURING Return On Investment
Quality - face to face interviews with employees
in scope
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MEASURING Return On Investment
Baseline for benchmarking
More than 56% of employees surveyed make 20 or more telephone calls per day with more than 55% leaving 3 to 5+ messages/day on voicemail.
19% spends an average of 20 minutes/day and 17% more than 30 minutes/day to find the right information.
About 42% of our employees spend 10 minutes in average lookingfor the right person within their company.
37% of our employees spend an average of 1 hour/daymanaging their inbox.
82% uses email to share documents with colleagues instead of using a shared drive
31% of our employees need 1 hour/day to handle 1 client request.
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MEASURING Return On Investment
Goes on with:Repeat, follow
up, repeat
2
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METRICS of Return On Investment
Starts with:Agree on relevant metrics
1
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Goes on with:Link back to
you Business & Comms.
objectives
2
METRICS of Return On Investment
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Reduce internal conversation telephone calls and related costReduce Cost of IT Helpdesk by Providing Self-service Access to IT Support Reduce Printing and Distribution Cost Reduce volume of emails attachments
Reduce General and RFP Offers respond cycle time of ProjectsReduce cost of losing employees before end of probation periodImprove Employee Productivity through More Effective Organizational CollaborationIncrease Employee Productivity through Faster Access to Role-specific InformationImprove Email Management Reduce Cost of Manual Data Collection, Consolidation, and ReportingReduce lost time spent leaving voice mails
Hard ROI
Soft ROI
METRICS of Return On Investment
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ONLY THEN: choice of tools
Improve Employee Productivity through More Effective Organizational
Collaboration
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Social Networking in the enterprise
Increase Employee Productivity through Faster Access to Role-
specific Information
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Wikis in the enterprise
Improve Email Management Reduce Cost of Manual Data Collection,
Consolidation, and Reporting
Reduce volume of emails attachments
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Microblogging in the enterprise
Reduce General and RFP Offers respond cycle time of Projects
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Internal Communities (versus departments)
Improve Employee Productivity through More Effective Organizational
Collaboration
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ROI of internal social media is very personal.
Each company is different, has specific needs, challenges and ecosystems...
There is NO “one size fits” all !
It is hard work andtakes resources and time.
Return of Value
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Let’s connect !Twitter: @horationelsonMail: [email protected]: www.conversationblog.com
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