Using Brand Advocates (Employees) for Influence
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Transcript of Using Brand Advocates (Employees) for Influence
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Using Brand Advocates for InfluenceLiz Brown Bullock
CEO & Co-Founder Social Arts & Science Institute, SASI@lizbbullock
LinkedIn: Liz Brown Bullock#SMSSummit
Employees are key ingredient in new social era…
More than ever – a company’s brand is influenced by what consumers are saying about the brand
An everyday employee is 2x trusted vs. Chief Executive
(Edelman Trust Barometer, ‘13)
Confidential©2013 Social Arts & Science Institute, LLC. All Rights Reserved
90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (Nielsen, 2009)
How companies market, sell to and support their customers is changing…
What roles do employees play in this transformation? How do you activate employees?
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Companies must fundamentally rethink how they connect with the marketplace…
Challenges:• Companies are seeking “authentic” and “genuine” ways to build
customer relationships.• How do you scale across customer online conversations?• How may companies and customers collaborate in useful ways
(products & services)?
How do you use social media authentically and engage with the marketplace to deliver results?
Answer: Companies must train, activate and scale brand advocates (employees) to build long term relationships with prospects and customers.
©2013 Social Arts & Science Institute, LLC. All Rights Reserved
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Companies empowering brand advocates:
IBM• 500 Thought Leaders• IBM VOICES
Dell• 10K Certified employees• Engage on behalf of
brand
Cisco• 1.3K employees
amplifying company message
Sprint• 2K employees• Ninja Program Black
Belt
Best Buy• 3K employees• Answering customers
Intel• 300+ employees• “Experience Intel”• Content generation
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Case study: Cisco Twitter analysis
• Employees have 10xs more followers vs. corporate accounts• Only 2% of the audience overlaps with corporate accounts• Employees share 29% more URLs about the company vs. corporate
accounts • Employees account URL reach is 2x vs. corporate accounts• The reach of hashtags about the company shared by employees is 24
times that of corporate
Source: http://www.slideshare.net/socialook/cisco-global-february2013socialook?from_search=2
Activating brand advocates can go beyond amplification…
• Dell asks certified employees to do various social activities on behalf of Dell that speak to their level of interest and expertise
• Goal to deepen their social expertise • Portal serves up activities, tracks, reward and
identify the right employees to activate
Listening
Thank You
Social Development
Events
Employee Training
Recruiting
internal external
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Additional benefits: engaged & result driven employees
Recent study from National Business Research Institute:• Engaged employees produce 2x as much work product in the time as
unengaged employees• 40% – 80% of customer satisfaction is affected by employee attitudes
1. Believe in their organization2. Have the desire to work to make things better3. Understand the business context and the bigger
picture4. Are respectful and helpful to colleagues5. Are willing to go the extra mile6. Stay up to date with developments within their
industry
NBRI Identified 6 Traits of Engaged Employees:
Source: http://www.nbrii.com/blog/employee-engagement-customer-satisfaction-financial-performance/
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Employee Activation Maturity Assessment
Competency
Maturity Ratings
Stage 1: Hierarchy Stage 2: Emergent Stage 3: Synergistic
Employees feel restricted to share any content about the brand, even
on personal social media platforms
Handful of employees are sharing brand content and some
engagement with customers and prospects
Robust organization armed and working collaboratively to connect
with customers, prospects, advocates & Influencers
Leadership Command & Control Consensus Collaborative
Policies & Governance No Guidelines Restrictive Inclusive
Education No Training Ad hoc Formal Program
Metrics & Measurement Anecdotal Activity Tracking Behaviors & Outcomes
Tools & TechnologyConsumer tools used by
individualsMix of consumer tools &
enteprise toolsSocial Functionality is integrated throughout
©2013 Social Arts & Science Institute, LLC. All Rights Reserved
To activate employees you need 5 critical competencies: Leadership, Policies & Governance, Education, Metrics & Measurement and Tools & Technology
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LeadershipO
rgEx
ec S
uppo
rt
1 – 2 Executives supporting social business
Handful of Executives supporting. Most likely in Marketing, Comms orgs
Tops down priority with leadership across the board supporting
Goals:1. Launch 2. Adoption3. Better
Relationships• Do these
Executives have the support to drive training and activation of key teams?
• What are key orgs to train and activate?
• Do these Execs sit within these organizations?
• How can you leverage top Executives to launch & sustain employee advocacy
Leverage Executive support to build program + reward & recognize key employees• Dell’s CMO, Karen Quintos schedules private meetings
to celebrate Dell’s brand advocates
©2013 Social Arts & Science Institute, LLC. All Rights Reserved
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Policies & Governance
• Yes, social policy is a must…• More importantly, you need to define
employee advocate roles, plus how you will activate them
©2013 Social Arts & Science Institute, LLC. All Rights Reserved
Education: Dell’s Social Media & Community University
Policy
Principles
Governance
Training & Tools
Activation programs
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Metrics & Measurement
• RISK: Dell witnessed reduction in employee incidents after training• ACTIVATION: Certified Dell employees were activated to create powerful
customer driven programs
Awareness
Activation
Business Impact
• 9,000+ employees trained• 30 courses in 55+ countries• Marketing, Sales, PG, Customer
Service
• 1,600 employees Twitter handle with Dell bio
• 2,000+ Brand Advocates• 150+ Subject Matter Experts
• 2.2 engagements and 6.8 clicks per employee post (SME’s)
• Incremental 17K traffic to Dell• Improved reach, earned media
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Tools & Technology
• Internal portal to capture key data around employee advocates
• Portal served time bound activities for employees to sign up and participate
• “Wall of Fame” touting strongest advocates
• Log activities + Leaderboard• “Find network members” to connect
with like-minded employees
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Dell Super Bowl ad
• Dell launched 2013 Super Bowl ad solely online and via social media
• Activated Dell certified employees to share Super Bowl ad
• +6.5M views on YouTube
Source: http://www.pmdigital.com/press-events/super-bowl-commercial-index/
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Tools & Technology: SocialChorus
• Develop Advocate strategy• Identify brand’s best employee advocates based on:
– Social media savvy & influence– Position within company hierarchy– Departments– Location
• Make it easy for advocates: – How, why & when they should communicate– SocialChorus Platform training
• Make it easy to see success: custom analysis of program performance, broken down by:– Individual advocates– # of endorsements– Social channels– Time period– Top advocate content
• Continual optimization
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Closing with Final Thoughts
• Employees are key in building and scaling customer relationships, but they need governance, training, processes and tools.
• Activating employees goes beyond content amplification. Find your needs and employee’s passion points.
• Leadership is critical for adoption. Plus, leverage leaders to reward & recognize.
• Define employee roles and how you will activate employees.
• Ultimate goal is to authentically deepen customer relationships and be a better business.
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Employee Manifesto: Gautam Ghosh
http://www.gautamblogs.com/2010/05/social-business-employee-manifesto.html?m=1