Your Best Advocates Already Work For You: SocialChorus Webinar
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Transcript of Your Best Advocates Already Work For You: SocialChorus Webinar
Your Best Advocates Already Work For You
How Leading Companies are Powering Employee Advocates
@lizbbullock
@gregshove
SASI 2#SocialChorusU
Over the next 40 minutes you’ll learn:
• What leading companies are doing to power employee advocates
• How to get started with employee advocates
• How to measure advocate performance against marketing goals
@lizbbullock
@gregshove
SASI
Liz BullockCEO & Co-FounderSocial Arts & Science Institute (SASI)
3#SocialChorusU
Greg ShoveFounder and CEOSocialChorus
Today’s speakers
@lizbbullock
@gregshove
SASI 4#SocialChorusU
Questions?
Ask your questions on Twitter or via GoToWebinar
#SocialChorusU
@lizbbullock
@gregshove
SASI 5#SocialChorusU
1Why are employees
important for connecting with
buyers?
@lizbbullock
@gregshove
SASI
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)
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?
6#SocialChorusU
@lizbbullock
@gregshove
SASI
Companies must fundamentally rethink how they connect with the marketplace…
Challenges: Companies are seeking “authentic” and “genuine” ways to build customer relationships.
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 and scale employee advocates to build long term relationships with prospects and customers.
7#SocialChorusU
@lizbbullock
@gregshove
SASI 8
2What are leading companies doing with employee
advocates?#SocialChorusU
@lizbbullock
@gregshove
SASI
Companies powering 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
9#SocialChorusU
@lizbbullock
@gregshove
SASI
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
Case study: Cisco Twitter analysis
Source: http://www.slideshare.net/socialook/cisco-global-february2013socialook?from_search=2
10#SocialChorusU
@lizbbullock
@gregshove
SASI 11#SocialChorusU
3How do employees advocate beyond
just sharing?
@lizbbullock
@gregshove
SASI
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
Curating Content
Thank You
Social Development
Events
Employee Training
Recruiting
internal external
Listening
12#SocialChorusU
@lizbbullock
@gregshove
SASI
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 in their
industry
NBRI Identified 6 Traits of Engaged Employees:
Source: http://www.nbrii.com/blog/employee-engagement-customer-satisfaction-financial-performance/
Additional benefits: engaged & result-driven employees
13#SocialChorusU
@lizbbullock
@gregshove
SASI 14#SocialChorusU
4How do you know if a
brand is ready to activate employees?
@lizbbullock
@gregshove
SASI
To activate employees, you need 5 critical competencies: Leadership, Policies & Governance, Training, Metrics & Measurement and Tools & Technology
Employee Activation Maturity Assessment
Competency
Maturity RatingsStage 1:
HierarchyStage 2:
EmergentStage 3:
SynergisticEmployees 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
Policies & Governance
No Guidelines Restrictive Inclusive
Training No Training Ad hoc Formal Program
Metrics & Measurement
Anecdotal Activity Tracking Behaviors & Outcomes
Tools & Technology Consumer tools used by individuals
Mix of consumer tools & enteprise tools
Social Functionality is integrated throughout
Leadership Command & Control Consensus Collaborative
©2013 Social Arts & Science Institute, LLC. All Rights Reserved
15#SocialChorusU
@lizbbullock
@gregshove
SASI 16#SocialChorusU
5What policies and
training do you recommend?
@lizbbullock
@gregshove
SASI
Policies & Governance Yes, social policy is a must…
More importantly, you need to define employee advocate roles
Roles Employees May Play Advocates
Social Media Usage Employees use personal social media accounts and will on occasion share relevant news about the company
Roles within Organization Sales, Marketing, HR, PR
Training Requirements Social media policy, FTC disclosure requirements (bios, handles) and engagement rules
Disclosure Requirements "I work for ____ and this is my personal opinion"
Social Media Bios Requirements Opinions = My Own or My tweets are my own
Social Media Handle Examples Twitter: @SarahFinley
17#SocialChorusU
@lizbbullock
@gregshove
SASI
Education: Dell’s Social Media & Community University
Policy
Principles
Governance
Training & Tools
Activation programs
18#SocialChorusU
@lizbbullock
@gregshove
SASI 19#SocialChorusU
6What are the key
indicators of success?
@lizbbullock
@gregshove
SASI
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
Metrics & Measurement
20#SocialChorusU
@lizbbullock
@gregshove
SASI 21#SocialChorusU
7How should brands use technology to power advocates?
@lizbbullock
@gregshove
SASI
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
22#SocialChorusU
@lizbbullock
@gregshove
SASI
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/
23#SocialChorusU
@lizbbullock
@gregshove
SASI 24#SocialChorusU
8What is needed to get
started?
@lizbbullock
@gregshove
SASI 25#hashtag
• Establish clear business objectives
• Obtain executive buy-in and support
• Prioritize key teams or employees to drive awareness and adoption
• Pilot with those key employees and co-create the program
• Clearly defined KPI’s to measure success
• Implement learnings from pilot for larger scale roll-out
• Drive excitement, empowerment and reward the rock stars
To get started…
@lizbbullock
@gregshove
SASI 26#SocialChorusU
@lizbbullock
@gregshove
SASI 27#SocialChorusU
@lizbbullock
@gregshove
SASI 28#SocialChorusU
Questions?
Liz BullockCEO & Co-FounderSocial Arts & Science Institute (SASI)
Greg ShoveFounder and CEOSocialChorus
@lizbbullock
@gregshove
SASI 29#SocialChorusU
Additional questions?Want to learn more?
socialchorus.com/tour
@SocialChorus
8 Steps to Launching a Successful Employee Advocate Programbit.ly/130AM3K
www.getSASI.com
@getSASI