ROI of Social Media IAB NetCafé. Philippe Borremans Chief Social Media Officer Van Marcke Group

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1 ROI of Social Media IAB NetCafé Philippe Borremans Chief Social Media Officer Van Marcke Group

2 Social Media is a group level topic & responsibility...

3 CSMO reports to Ms. Caroline Van Marcke

4 CSMO is based in HQ & has a global responsibility

5 Social Media?

6

7 The model has changed A B X Y = conversation A = company B = market X = membrane Y

8 Why Social Media?

9 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.

10 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.

11 For Sales?

12 Social CRM: The New Rules of Relationship Management 18 Use Cases That Show Business How to Finally Put Customers First March 5, By R Ray Wang and Jeremiah Owyang with Christine Tran - Edited by Charlene Li

13

14 HubSpot complied this data from a variety of sources, including analysis of our 2,500 business customers, surveys with hundreds of businesses responding, analysis of the data in our free tools like Website Grader, Twitter Grader and FacebookGrader.

15 Online Presence Former State Future State Corporate Website Campaign site in Flash B2B e-commerce Other basic sites Business websites integrated in 1 platform Marketing sites with full social media features RSS driven content syndication

16 Monitoring & Tracking

17 First Small Steps: the SMPR

18 First small step: blogging

19 First small step: blogging

20 Donut Marketing

21 First Small Steps: Twitter

22 First Small Steps: Twitter

23 YouTube Channel

24 YouTube Channel

25 Flickr Account

26 Facebook Page

27 Issuu Account

28 Results?

29 Results: service & support - Twitter

30 Results: service & support - Twitter

31 Results: blog

32 Results Blog Average of 30 face to face meetings through website Average 60 contacts through website Twitter Customer insights have changed procedures Rapid transparent response have led to + customer experience Is n 10 source of traffic to website Press Average of +500 views of press release Positive impact on search result rankings Interactive comments on press releases Issuu Since February: catalogue views

33 Imperatives Take small steps first (but do take steps) Think content syndication & community topic, not target audience Use simple tools, do not over-engineer Don t underestimate time & resources Put Really Simple Syndication in the middle of your strategy Exposure & Engagement is key, even in very niche areas

34 Let s connect! Mail:

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