Marketing profs webinar-2013_mostpowerfulbrand_vslideshare

@cboudreaux @sfemerick

Supercharge Your Brand:

How Companywide Empowerment

Drives Social Media Advocacy

By the authors of The Most Powerful Brand on Earth

Susan Emerick@sfemerick

Chris Boudreaux@cboudreaux

1


Before a revolution,

everyone says it’s impossible.

Afterward, everyone says it was

inevitable.

2


Brands hesitate to empower employees and partners

for reasons of fear or uncertainty.① Fear of damage to brand reputation② Regulatory concerns③ Hesitance to dis-intermediate the marketing team from customers④ Don’t want employees creating brand assets that the brand does not

own⑤ Unsure how to begin

Common Reasons Brands Hesitate to Empower Employees in Social Media

3


This session explains why you should empower

employees in social media, and some tips to do it.

Contents of Today’s Session

1.Why you should empower employees and partners in social media:

Generate greater awareness and revenues while decreasing costs of Marketing,

Selling, Customer service and recruiting

2.Proven Model

•The surprising dynamics of online influence and how to leverage them

•Skills that employees need to effectively engage in public, real-time conversations

•How to plan, execute, and manage development of employee relationships online

4


Trust matters in a world where 63% of people need to

hear a message 3-5 times to believe it.

Once4%

Twice14%

Three Times

35%

Four or Five Times29%

Six to Nine Times6%

Ten or More

Times12%

Survey Question

How many times in general do you need to hear something about a

specific company to believe that information is likely to be true?

Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.

5


Trust in social media is rapidly increasing.

“Trust a Great Deal”; Informed Publics ages 25 – 64 in 20 countries. Source: Nielsen Global Trust in Advertising Survey, Q3 2011.

Survey Question

How much do you trust each of the following places as a source

of information about a company?

29%

32%

22%

26%

8%

13%14%

16%

+10%+10%

+18%+18%

+75%+75%+23%+23%

6


Social media strongly impact organic search engine

results.

• Facebook Shares

• Backlinks

• Facebook Total

• Facebook Comments

• Facebook Likes

• Tweets

Source: SearchMetrics. “Facebook and Twitter Shares Closely Linked with High Google Search Rankings”. 7 June 2012. www.searchmetrics.com.

Most Influential Factors in Organic Search Performance

7


Sales correlate with the total number of people who

advocate for a brand -- across industries.

• On average, 53% of changes in

online and offline sales can be

attributed to changes in the

number of people advocating for

a brand online

• Not the number of online

messages or posts about a brand

Monthly Change in Online Promoters v. Monthly

Change in Sales

Monthly Change in Total Online Promoters

Mo

nth

ly C

ha

ng

e i

n S

ale

s

Sources:

8


Summary, so far…

Increasing

Resistance to

New

Messages

Increasing

Trust in

Social

Media

Social

Drives

Organic

Search

Need to Do

More With

The Same or

Less

Revenues

Correlate

With

Advocates

Increase social media in

the marketing mix!!

Increase social media in

the marketing mix!!

9


Your marketing and communications teams can not

produce enough content.

Two-thirds of B2B content marketers find

it difficult to produce enough content.

Half struggle with producing the kind of

content that engages.

Source: Bob Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America.

Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench.

10


People trust advertising from people they know.

92%

70%

58%

50%

46 - 47%

40 - 42%

Survey Question

To what extent do you trust

the following forms of

advertising?

Source: Nielsen Global Trust in Advertising Survey, Q3 2011.

Trust Don’t Trust

92%

70%

58%

50%

47%

40%

33%

30%

11


People trust employees more than official brand

sources.

Survey Question

Respondents who replied “extremely credible” or “very credible” to the following question:If you heard information about a company from one of these people, how credible would that information be?

Employees

Non-Employees

Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.

12


Traffic from employee-owned social media converts

at a significantly higher rate.

Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.

Conversion Rate by Traffic Source

IBM - 2012

> 2x Conversion RateC

on

ve

rsio

n R

ate

13


Your professional communicators can not develop

relationships with all of your customers.

Your

Marketing

Team

Your

Experts

Your

Employees

Your

Customers

Engage the

Influencers!!!

Engage the

Influencers!!!

14


You must focus on more than select Influencers.

The Reality of Online Influence

1.Past influence ≠ Future influence

2.50% of product adoption is explained

by homophily (people like me), not

influence

3.Influencers may be tough to find (e.g.,

Velvet rope communities)

Implications for Influencer Management

The most successful influencer

relationship programs

1.Spread their efforts across a wider

portfolio of influencers

2.Help employees establish their own

influence, at multiple levels

15


Summary, so far…

Increasing Resistance to

New Messages

Increasing Trust in

Social Media

Social Drives Organic Search

Need to Do More With

The Same or Less

Revenues Correlate

With Advocates

Can’t Produce Enough

Content Influencers (partial

solution)

People Trust People Like

Them

People Trust Experts and Employees

Employee Conversion

Rate is Higher

16


How will your brand empower

employees and partners to nurture

relationships in social media?

17


Keys to Successful Employee and Partner Empowerment

• Focus on Relationships

• Enable Individuals

• Create a Scalable Structure

1

2

3


Focus on Relationships

People-Centric Relationships

• Social strategies focus on people

and relationships

• Create opportunities for audiences

to establish relationships with

“people like me”

• Employees and partners extend

their reputation online for the

benefit of the brand

1

Typical Approach to Social Media

• Venues and technologies

• Brand presence

• Difficult to show empathy and

passion


Relationship Ecosystem

Topic A Influencers Topic B Influencers

20


Influencing conversations online requires a portfolio

approach that leverages employees.

INFLUENCE

People trust experts and employees

Experts and real employees earn more

trust than corporate voices and

executives

HOMOPHILY

Shared interests

We all form relationships with people we

perceive to be like ourselves

EMPLOYEE DIVERSITY

This is how you scale…

But it conflicts with traditional marketer mentality of control


Enable each individual.

Desire to Engage

2

Source: The Most Powerful Brand on Earth, 2013

Source: The Most Powerful Brand on Earth (Prentice-Hall 2013).

• Desire to build relationships and share expertise

• Desire to advance skills for the benefit of the brand

Evolutio

n of t

he Soci

al Em

ployee

22



Desire to Engage

Self Understanding

2



• Understands personal behaviors and preferences

• Understands business goals

Evolutio

n of t

he Soci

al Em

ployee

23



Desire to Engage

Self Understanding

Attendance and Listening

2



• Engages personal networks

• Adapts participation and

content by topic, audienceEvolutio

n of t

he Soci

al Em

ployee

24



Desire to Engage

Self Understanding


Professional Presence

2



• Establishes a professional

presence online

• Represents professional expertise

Evolutio

n of t

he Soci

al Em

ployee

25



Desire to Engage

Self Understanding


Professional Participation


2



Evolutio

n of t

he Soci

al Em

ployee

• Answers questions

• Builds on what other people say

26



Desire to Engage

Self Understanding




Community Facilitation

2



Evolutio

n of t

he Soci

al Em

ployee

• Leads a network or community

• Is a Spokesperson or thought

leader

27



Desire to Engage

Self Understanding




Community Facilitation

Community Leadership

Evolutio

n of t

he Soci

al Em

ployee

2



• Influences conversations

• Creates significant conversions

28


Traffic from employee-owned social media converts

at a significantly higher rate.

Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.

Conversion Rate by Traffic Source

IBM - 2012

> 2x Conversion RateC

on

ve

rsio

n R

ate

29


So, how do you do all of this at scale?


• Permission is not enough

• Traditional influencer outreach

is only part of the solution

• PR approaches and tools break

at this scale

• Provide knowledge and tools

Lead

Prepare Perform

• Relationships

• Conversations

• Tactics

• Capabilities

• Operating Model

• MeasurementSource: The Most Powerful Brand on Earth.


Right Employee

Right Content

Right Audience

Right Interaction

3 Create scalable structure.


Behavioral preferences

Skills

Market + Social

Intelligence

Marketing

Change Agent

Employees and

Partners

Influencers &

“People like me”

Analytics

Expertise

Online & Offline

presence

Equip each employee or partner for targeted outreach

and relationship development.


Employees and

Partners

Social media marketers are change agents who

mobilize employees and partners.

• Oversee for all aspects

of a social empowerment program

• Act as the personal conduit, coach

and trainer to employees and

partners

• Identify, educate and empower

Marketing Change

Agent

Customers,

Candidates, etc.

The New Role of The Social Media Marketer


Your next steps depend on where you are today.

Getting Started

• Employee inventory and segmentation

• Existing influencer relationships and

activities

• Understand the conversation

• Benchmark performance and set targets

for change

Develop an action plan

• Identify employees who have built an

influential presence in social media, and

determine how you can help them

achieve more impact.

• Too focused on too few influencers? Grow

the portfolio of influencers that you

nurture.

• Conduct research to better understand

where influencers who are important to

your brand engage online. Do you need to

adjustment the venues where you

engage?


Connect with today’s speakers

The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate

Partners, and Mobilize Customers to Beat the Competition in

Digital and Social Media

Susan Emerick leads enterprise social business programs for IBM. As an author, speaker, and adjunct

professor, Susan helps marketers use social and digital media to foster long-term, high-value relationships

with clients, prospects, partners, colleagues, and communities. Beginning in 2008, Susan helped establish a

social insights practice at IBM, to continually develop social listening insights that drive marketing planning

and social engagement strategies. This IBM initiative was awarded the 2010 SAMMY (Social Advertising, Media

and Marketing) for Best Socialized Business.

susanemerick.com @sfemerick linkedin.com/in/sfemerick/ bit.ly/susan-emerick

Chris Boudreaux helps large brands transform their business operations through digital and social media. He

also has global responsibility for social media technology offerings at a leading technology and management

consultancy. In 2008, he created SocialMediaGovernance.com to help organizations get the most from their

social media efforts. In 2011, he coauthored The Social Media Management Handbook (Wiley & Sons), and his

studies of social media have been referenced by corporations, governments, industry analysts and nonprofits

around the world. He also led business development and marketing at two online start-ups, one of which was

acquired by Glam Media.

socialmediagovernance.com @cboudreaux linkedin.com/in/chrisboudreaux bit.ly/cboudreaux

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