Workshop - Best of Both Worlds_ Combine KG and Vector search for enhanced R...
Get ready for integrated social
1. 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
2. Theo Verweerden
Marketing Program Director DSM
theoverweerden
theo.verweerden@dsm.com
Stijn van Aert
Strategy Lead eFocus
stijnvanaert
stijn.van.aert@efocus.nl
3.
4. • 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
MaterialsNutrition
Meet DSM
Health
16. I know half the money I
spend on advertising is
wasted, but I can never
find out which half.
- John Wanamaker
17. Social mechanisms to influence your KPI’s
Sales
Contact
requests
Lead
generation
Information
Downloads
Social
Engagement
Subscrip-
tions
Reach Shares &
Reach
Active
Employees
22. 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
23. 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
24. Key take aways
1. It’s an evolution
2. Focus on value creation
3. Employee engagement
and ownership
Non linear process (go back and forward), mostly start experimentalThe organizational approach evolves from bottom up, into top down into a mixBusiness value increases in this evolution
Top down involvement (VP)Change management oriented, step by step approach, anchored within the organizationThoroughdeskresearch to identify social footprint and potential within target groupsFor example identified very valuable nice communities to engage with for example peoltry and egg, ruminanceetcObjectives are identified per target group
Soyouneedintegrated KPI’s andcontrolstodefine the relationshipbetweenthemandreally monitor yourvaluecreation.
Dyneema in a nutshell – world strongest fiber and its with when it matters (used all kinds of materials such as body armor and marine lines)Active monitoring in place, prepare engagement, seeding and conversations and evaluationContent and channel drivenProcesses in placeStarted with listening on external channels what’s happening on the brandBut still push oriented and limited connection to target audienceEmployee ownership
Youcannotdirectlyassign a monetaryvalueto a conversionthat takes placewith the customer journey, So we decidedtousevalue points as a start.
Keep onfinetuningyour controlsDefine a value index to calculate the real ROIBased on proofpoints
Evolution : expiremental -> controlled -> integrated Value creation through KPI defining and measuring KPI’s / indexes and correlating with classical financial metricsOwnership by employees themselves ; facilization and experise transfer by externals : you cannot outsource completely !Hardwire / software
