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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
Stijn van Aert
Strategy Lead eFocus
stijnvanaert
• 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
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.
