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.

1. Philippe Borremans
ROI of Social Media Chief Social Media Officer
Internal Communications & Collaboration Van Marcke Group
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2. Social Media is a “group level” topic & responsibility...
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3. CSMO reports to Ms. Caroline Van Marcke
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4. 1600 staff
CSMO is based in HQ & has a global responsibility
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5. Internal
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6. Agenda
1 DEFINING Return On Investment
2 METRICS of Return On Investment
3 MEASURING Return On Investment
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7. DEFINING Return On Investment
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8. DEFINING Return On Investment
1
Starts with:
What are your
business
objectives ?
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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.
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10. DEFINING Return On Investment
2
Goes on with:
What are your
communications
objectives ?
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11. 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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12. DEFINING Return On Investment
Efficiency ? Cost Reduction ?
ROI ? ROI ?
Sales Employee
Increase ? ROI ?Retention ?
ROI ? ROI ?
Knowledge Client
Retention ? Retention ?
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13. MEASURING Return On Investment
1
Starts with:
What ‘s the
status ?
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14. MEASURING Return On Investment
Online Survey
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15. MEASURING Return On Investment
Quality - face to
face interviews
with employees
in scope
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16. MEASURING Return On Investment
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 looking
for the right person within their company.
37% of our employees spend an average of 1 hour/day
managing 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.
Baseline for benchmarking
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17. MEASURING Return On Investment
2
Goes on with:
Repeat, follow
up, repeat
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18. METRICS of Return On Investment
1
Starts with:
Agree on
relevant
metrics
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19. METRICS of Return On Investment
2
Goes on with:
Link back to
you Business &
Comms.
objectives
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20. METRICS of Return On Investment
Reduce internal conversation
telephone calls and related cost
Reduce Cost of IT Helpdesk by
Providing Self-service Access to IT Hard ROI
Support
Reduce Printing and Distribution Cost
Reduce volume of emails attachments
Reduce General and RFP Offers respond
cycle time of Projects
Reduce cost of losing employees before end
of probation period
Improve Employee Productivity through More
Effective Organizational Collaboration
Soft ROI Increase Employee Productivity through
Faster Access to Role-specific Information
Improve Email Management
Reduce Cost of Manual Data Collection,
Consolidation, and Reporting
Reduce lost time spent leaving voice mails
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21. ONLY THEN: choice of tools
Improve Employee Productivity through
More Effective Organizational
Collaboration
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22. Social Networking in the enterprise
Increase Employee Productivity
through Faster Access to Role-
specific Information
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23. Wikis in the enterprise
Reduce volume of emails attachments
Improve Email Management
Reduce Cost of Manual Data Collection,
Consolidation, and Reporting
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24. Microblogging in the enterprise
Reduce General and RFP Offers
respond cycle time of Projects
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25. Internal Communities (versus departments)
Improve Employee Productivity through
More Effective Organizational
Collaboration
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26. Return of Value
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 and
takes resources and time.
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27. Twitter: @horationelson
Let’s connect ! Mail: pborremans@vanmarcke.be
Blog: www.conversationblog.com
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