Social Employees: Your Secret PR Weapon

Sponsored by

Neal SchafferAuthor and Founderat Maximize Your Social@nealschaffer

SOCIAL EMPLOYEES YOUR SECRET PR WEAPON

Bart Casabona Director of Social Mediaat Pitney Bowes@bartcas

PR WEEK PRESENTS

#DySiPR

Sponsored by

SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR

ü  The Definition of the Social Employee

ü  Why Employees are Now Social by Nature

ü  How to Identify Your Early Adopters

ü  What Companies are Doing to Tap Into the Social Employee

ü  How to Organize, Train and Scale an Employee Advocacy Program

ü  What Success Looks Like

What You Will Learn

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§  Always On§  Mobile First§  Collaborative by Nature§  Open to Challenge and Change

Introducing the Social Employee

Mary Ann Gallo Vice President of Corporate Communications

Hitachi Data Systems

Many of our employees are very active on social media and look for opportunities to provide timely,

valuable content to their connections.

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§  Become a thought leader

§  Grow social presence

§  Stay more informed/engaged

§  Gain social experience

Benefits Across the Board

Employee Advocate at Domo

It finally feels like I have a mechanism to share my voice. But do it in a way that takes

minutes rather than hours.

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§  How do you identify social employees?

§  Best ways to initially engage with them?

§  Approach them with a clear strategy

§  Start small and grow the asks over time

They’re Sitting Right Next to You

Lori Grey Senior Manager, Brand & Eminence

at Deloitte

We know our employees are already talking about us on social. We want to empower them to say more, but also put controls in place to protect our brand.

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§  Keep advocacy 100% opt-in, always.

§  Communication and transparency are key

§  Different networks for different purposes

§  Encourage employees to use their own voice

The Line Between Personal and Professional

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§  A clear social media policy is key

§  Provide training & best practices

§  Outline the goals of the program

§  Ask for input and feedback from employees

Start with the Basics

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A Plan to Get Started

Discovery Planning Implement Launch & Evangelism

Ongoing Engagement Growth

§  Understand your brand and implement a program that has similar values

§  Enable the launch, growth, and scale by planning for the future

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§  Plan for the long term up front to avoid being stalled later

§  Choose a tech partner that supports your goals:

ü  Ability to scale across geographies

ü  Key business integrations

Scalability is Key

Tiffany TuellSenior Director Corp Comms

Hitachi Data Systems

Dynamic Signal has enabled us to amplify and scale our ambassador program. For Employee Advocacy to succeed, employees need to have the confidence to

know what they need to say, when they need to say it, and where.

ü  Language support and translation

ü  Supports multiple divisions & business units

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§  Without employee participation and enthusiasm it will fail

§  Recognize and reward early adopters and active members

§  Encourage content creation to get employees even more involved

It’s a Partnership

Joey MooringDirector, Public Relations

GameStop

Our employees are the heart and voice of GameStop. We partnered with Dynamic Signal because they provided a way for our employees to broadcast

news and events on the GameStop brand in their own, unique voice.

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100+ Employee Advocates

8,100 Social Shares

4.7M Impressions

24K Clicks

4,750 Reactions

6 Month Results To Date

How Pitney Bowes Has Done It


Tool for Employees


ü  Personalized

ü  Automated

ü  Targeted

ü  Member management

ü  Advanced scheduling

ü  Insights & analytics

Technology for Marketers

Thanks for Joining Us!Presented by:

Social Employees: Your Secret PR Weapon

Social Media

Transcript of Social Employees: Your Secret PR Weapon