Capgemini Consulting analyzed social media use in large Swiss corporations. They found that while most companies have a presence on platforms like Facebook, the intensity of utilization is relatively low. They also observed that companies are most successful at customer interaction and brand engagement when they have a broad, professional social media presence. Finally, the document concludes that companies need a holistic social media strategy and governance approach to fully realize its benefits across the entire organization.

1. Social Media in Swiss Corporations
Capgemini Consulting, Guido Kamann
Zürich, 27 September 2012
Transform to the power of digital

2. Contents
▶ Introduction Capgemini Consulting and Digital Transformation
▶ Social Media at large corporations
– External dialog
– Internal dialog
▶ Conclusion
Copyright © 2012 Capgemini Consulting. All rights reserved.
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3. Capgemini Consulting is the management consulting division of the
Capgemini Group – the largest consulting firm with an European origin
Employees over 120,000
worldwide
Offices more than 300 in 40
countries
Headquarter in Paris and publicly
listed as one of CAC-40 companies
Clients are two thirds of the
world‘s largest companies
Revenues of 9.6bn EUR in 2011
and Top 5 consultancy worldwide
Capgemini Consulting the strategy
and transformation consulting
brand of the Group with over
4,000 consultants worldwide
Link to company website
Copyright © 2012 Capgemini Consulting. All rights reserved.
3

4. With the MIT, a well recognized global research study was conducted:
“Digital Transformation: A Road-Map for Billion-Dollar Organizations“
Capgemini Consulting partnered
with MIT to conduct fundamental
research and develop cutting-edge
solutions
Digital transformation study on
global level was started in 2011
157 interviews with IT and
Business Executives
50 companies with billion
dollar annual turnover
15 countries in Europe, North
America and Asia Pacific
Study was ranked among the top
5 thought leadership publications
of the last decade in consulting1
Link to publication
1) In September 2012 by Source, which is a provider of information about the management consulting market, serving consulting firms and their clients with expert analysis, research and reporting.
Copyright © 2012 Capgemini Consulting. All rights reserved.
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5. The study suggests that Digital Transformation is facilitated mainly by 4
technology driver – Mobility, Cloud, Big Data, and Social Media
Key technology driver for digital transformation
Mobility Cloud Big Data / Analytics Social Media
Customer Operational Business
Experience Process Model
Customer understanding Process digitization Digitally-modified businesses
Top line growth Worker enablement New Digital Businesses
Customer touch points Performance management Digital Globalization
Digital Capabilities
Copyright © 2012 Capgemini Consulting. All rights reserved.
5

6. Social Media refers to all online applications that enable creation and
exchange of user-generated content
Social Media Web 2.0 is the technical platform
for Social Media applications
Internal
External network Mind- Social Media supports human
network mapping communication and collaboration
via the internet
Social
Social search Web-
Feeds
networks meeting Social Media already omnipresent
in private live, is transitioning
Polls
increasingly into business context
Live
Collabor-
Desk share
streams ation Companies that are using all
Communi- major Social Media platforms
cation increased from 20% in 2010
Webblogs Wikis to 25% in 2011 worldwide1
Webinar
Swiss Companies that are
Company
present on Facebook
Podcasts
Wiki Support increased from 45% in 2011
Microblogs Wiki to 84% in 20122
Enterprise
Instant portals
Messenger
1) Source: Fortune Global 100, 2011 2) Percentage of companies with a dedicated Facebook account. Source: “Vom Hype zum Handwerk“ - Bernet ZHAW Study Social Media Swiss 2012
Copyright © 2012 Capgemini Consulting. All rights reserved.
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7. Social Media can be deployed for internal and external business purposes
in corporations
External dialog
Internal dialog
Supplier /
Business Customer
Partner Employees
Other Potential
stakeholder employees
Copyright © 2012 Capgemini Consulting. All rights reserved.
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8. Contents
▶ Introduction Capgemini Consulting and Digital Transformation
▶ Social Media at large corporations
– External dialog
– Internal dialog
▶ Conclusion
Copyright © 2012 Capgemini Consulting. All rights reserved.
8

9. Social Media has an influence across the entire value chain of a company
with particular impact on seven areas
HR & Recruiting Brand value
 Employer branding  Brand awareness
 Employer engagement  Customer engagement
 Recruiting efficiency  Up-/cross-selling potential
HR & Brand
Customer service Operational efficiency
Recruiting value
 Service quality  Communication efficiency
 Service cost
Customer Operational  Collaboration intensity
service Social efficiency
 Response time Media  Knowledge synergies
Transactions Customer
intelligence
Innovation
Transactions Customer intelligence
 Multi-channel penetration  Customer knowledge
 Conversion rate Innovation  Marketing effectiveness
 Transaction cost  Innovation volume  Customer loyalty
 Time-to-Market
 Success rate
Copyright © 2012 Capgemini Consulting. All rights reserved.
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10. We’ve analysed actual utilisation of the main four Social Media platforms
among large Swiss corporations in several industries
Objective Approach Evaluated platforms
 Analysis of presence and utilisation of  Survey was conducted with 57 major
the main Social Media application Swiss companies in Mai 2012
among large corporations in  Structured evaluation criteria were
Switzerland  Content quality
 Evaluation of the ‘real, observed‘  Update frequency
usage intensity of social platforms  Degree of user involvement
 Market penetration and presence
 Degree of target achievement
Analysed industries and companies
Financial Life Consumer Energy / Telco / Media / Services /
Services Science Products / Retail Manufacturing / Entertainment Logistics
Resources
Copyright © 2012 Capgemini Consulting. All rights reserved.
10

11. Most swiss companies are present in at least one Social Media platform,
however, utilisation intensitiy seems to be relativeley low
Presence and Utilisation Utilisation comparison by industry
5
4 1,8% 4
24,5% 3
Rate of utilisation
3 TME
Ø Presence
2 CP SL
2 EMR
1 1
73,7% LS FS
0 0
none low medium high
Switzerland 0,0 0,5 2,5 3,0 3,5 4,0
Presence
Utilisation of Social Media by platforms and corporate function
5 5
4 4
3 3
Rate of utilisation
Rate of utilisation
2 2
1 Ø 1,00 1
0 0
Recruiting Marketing Open Kunden- Sales
Innovation service
Source: Capgemini Consulting Social Media study Switzerland 2012 n = 57 leading Swiss companies from 6 different industries
FS = Financial Services, LS = Life Science, CP = Consumer Products / Retail, EMR = Energy, Manufacturing and Resources, TME = Telco / Media / Entertainment, SL = Services /Logistics
Copyright © 2012 Capgemini Consulting. All rights reserved.
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12. In particular with the use of Facebook, companies successfully get in touch
with their customer and expanding brand reach
Number of subscriber to corporate Social Media platform accounts
“Likes”
500.000
400.000
Subscriber
300.000
200.000 “Follower”
100.000 Subscriber Subscriber
0
Utilisation of Social Media platforms by industry
3
Rate of utilisation
2
1
0
Financial Life Consumer Energy / Telco / Media / Services /
Services Science Products Manufacturing Entertainment Logistics
Source: Capgemini Consulting Social Media study Switzerland 2012 n = 57 leading Swiss companies from 6 different industries
Copyright © 2012 Capgemini Consulting. All rights reserved.
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13. Overall utilization intensity is in the middle category
National Overview
Top Social Media utilization Switzerland
5
4
3
Intensity
2
1
0
FS LS CP EMR TME SL
Copyright © 2012 Capgemini Consulting. All rights reserved.
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14. A broad and professional Social Media appearance leads to intensified
customer interaction and enhanced customer experience
Good practice examples
General Best Recruiting Marketing Open Customer Sales
Practice Innovation Interaction
Smart adoption Targeted Efficient Effectively Facilitated Embedded
and seamless approach of job involvement of acquiring customer online Facebook shop,
integration of seekers via user customer dialog including which is fully
key Social presence on community by feedback and timely response interlinked with
Media specific career lottery/raffles product ideas to community company online
platforms websites and product from online comments shop and CRM
tests communities solution
Source: Capgemini Consulting Social Media study Switzerland 2012
Copyright © 2012 Capgemini Consulting. All rights reserved.
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15. Study Exerpt: Social Media in real-time customer services
Customer Interaction: pro-active customer service
SBB Best Practice
• Aktive und schnelle Reaktion auf öffentliche
Kundenanfragen und Fan-Kommentare
• Regelmässige Kundgaben von aktuellen
2 Informationen; insbesondere transparente
Kommunikation bei negativen Meldungen
• Hilfestellungen bei akuten individuellen
Problemmeldungen
1
Beispiel
1• Die SBB tweetet regelmässig aktuelle
3 Meldungen zum Streckennetz und bietet
Followern individuelle Ratschläge zu
Alternativlösungen
2• Fragen aus der Community werden durch die
SBB direkt beantwortet
3• Reaktion des Unternehmens auf allgemeines
Feedback und Beschwerden
Copyright © 2012 Capgemini Consulting. All rights reserved.
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16. With the broad variety of digital and traditional channels, companies face
the challenge to still accomplish a consistent customer experience
Customer
life cycle Awareness Interest Desire Purchase Usage Service Re-purchase
Channels
TV / Radio
Print
Multi-Channel Challenges
Outlets  Optimal balance between:
Integration and
Offline  (1) Integration - Harmonised customer experience
Call Center differentiation
channels  (2) Differentiation - Tailored to user group and channel
Family / Friends
Events/Fairs  Governance / “Digital Service Unit”
Organisation and
 Guidelines and procedures
... implementation
 Employee qualification
Website
 Data gathering, matching and storage
Mobile apps Information
 Information exchange
Management
Social networks  Analytical tools
Online
Instant messenger
channels
 ... modification
Feeds / Casts New business
 ... innovation
model
Blogs  ... integration
...
Copyright © 2012 Capgemini Consulting. All rights reserved.
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17. Many corporations are currently rethinking how to organize Social Media
Governance and other Digital Initiatives
HQ HQ
MORE SHARED RESOURCES
Digital Solutions
Digital Solutions
Provider
Provider
BU 1
BU 2
BU 3
BU 1
BU 2
BU 3
DIGITAL HUB GLOBAL
Op Op Op Op Op Op
B B B B B B
S S S S S S
LESS COORDINATED INITIATIVES MORE COORDINATED INITIATIVES
HQ B S HQ
LESS SHARED RESOURCES
BU 1
BU 2
BU 3
BU 1
BU 2
BU 3 COORDINATION
SILO
Op Op Op Op
B B
S S
S Strategy B Budget Op Operations
Creating a Digital Service Unit to coordinate & drive their digital initiatives is according our research the most
promising way to create value in large corporations.
Source: Capgemini Consulting / MIT Research 2012
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18. Contents
▶ Introduction Capgemini Consulting and Digital Transformation
▶ Social Media at large corporations
– External dialog
– Internal dialog
▶ Conclusion
Copyright © 2012 Capgemini Consulting. All rights reserved.
18

19. Large enterprises face specific internal challenges based on its
characteristics and economic trends – That’s where Social Media can help
Social Media
Major economic Large enterprise
trends characteristics
Simplify
Increasing technological complexity Complex organisational structure
communication
Shortening innovation cycles Distribute information target- Long ways of communication
oriented
Improving availability of information Enable simple finding of contacts Working in projects
and data
Growing competitive pressure Broad process landscapes
Improve remote
collaboration
Localised offerings Extensive knowledge generation
Increase
efficiency
Increasing amounts of information Information silos
Exploit
Ageing teams knowledge synergies Remote locations
Corporate Challenges
Copyright © 2012 Capgemini Consulting. All rights reserved.
19

20. Yammer is the micro-blogging and messaging application of the Capgemini
Group, enabling conversations inside and outside the enterprise
Yammer started off as a local
initiative by a small group of
Sharing information and consultants in the Netherlands
create a debate
Launched officially in 2009 as
Group-wide communication tool
Identifying appropriate More than 44,000 active user
resources for specific worldwide
projects
Gathering communities of
interests to exchange Finding relevant
knowledge on specific topics information and
material
Copyright © 2012 Capgemini Consulting. All rights reserved.
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21. “Connect” is the social network platform of Capgemini Consulting – a
channel to share knowledge and contribute ideas in one network
Internal platform connects over
Building 4,000 consultants worldwide
Sharing knowledge
information collaboratively Network comprises predefined
global communities for certain
sectors and practices
Monitoring helps to understand
usage patterns and to further
improve the platform
Finding specific
expertise on a
topic
Breaking geographical Learning from
barriers in an others and
international organization transferring
knowledge
Copyright © 2012 Capgemini Consulting. All rights reserved.
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22. Contents
▶ Introduction Capgemini Consulting and Digital Transformation
▶ Social Media at large corporations
– External dialog
– Internal dialog
▶ Conclusion
Copyright © 2012 Capgemini Consulting. All rights reserved.
22

23. With a holistic strategy and a sound implementation, the full potential of
internal and external Social Media adoption can be realized
Social Media is one of the key driver for digital transformation
of business operating models and organisational design
Swiss companies show sizable presence in Social Media, but
with low utilisation – A lot of potential is untapped, yet
Social Media is not an isolated single topic for the Marketing,
HR or Communication department
Social Media requires a holistic strategy esp. governance
strategy to exploit its full potential across the entire value
chain and all functions
Social Media is a board room topic!
Copyright © 2012 Capgemini Consulting. All rights reserved.
23

24. Now, socialize with us offline and online…
Dr. Guido Kamann
Vice President
Leutschenbachstrasse 95
CH-8050 Zurich
Switzerland
Phone: +41 44 5602 400
E-Mail: guido.kamann@capgemini.com
Copyright © 2012 Capgemini Consulting. All rights reserved.
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