6. ‘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....
7. 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 !
8. 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.
9. 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. The model has changed
X
A
Y
B
Y = conversation
A = company
B = market
X = membrane
12. Principles versus Tools
Immediate
Always on
Transparant
Work/Life
Participative
Virtual Community
Pervasive
Simpel
Twitter
YouTube
Facebook
Mobile
Blogs
Tagging
Social Bookmarking
RSS
15. “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
16. No point being 2.0
outside if you are
not even 1.0 inside...
33. Results
Blog
Average of 30 face to face meetings through website
Average 60 email 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
+10.000.000 catalogue views
