Webinar with Greg Shove, CEO of SocialChorus, and Liz Bullock, CEO of SASI, discussing the power of employee advocates, examples from leading brands, plus how to effectively get started.
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Your Best Advocates Already Work For You: SocialChorus Webinar
1. Your Best Advocates Already Work For You
How Leading Companies are Powering Employee Advocates
2. 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
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
2
3. Today’s speakers
Liz Bullock
CEO & Co-Founder
Social Arts & Science Institute (SASI)
Greg Shove
Founder and CEO
SocialChorus
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
3
4. Questions?
Ask your questions on Twitter
or via GoToWebinar
#SocialChorusU
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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6. 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
90% trust recommendations
from people they know. 70%
trust consumer opinions posted
online. 14% trust advertising
(Nielsen, 2009)
An everyday
employee is 2x
trusted vs. Chief
Executive
(Edelman Trust Barometer, „13)
SAS
@lizbbullo
ck
How companies
market, sell to
and support
their customers
is changing…
@gregshove
What roles do
employees play
in this
transformation?
How do you
activate
employees?
#SocialChorusU
6
7. 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.
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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9. Companies powering brand
advocates:
IBM
• 500 Thought Leaders
• IBM VOICES
Cisco
• 1.3K employees
amplifying company
message
Dell
• 10K Certified
employees
• Engage on behalf of
brand
Sprint
• 2K employees
• Ninja Program Black
Belt
Best Buy
• 3K employees
• Answering customers
Intel
• 300+ employees
• “Experience Intel”
• Content generation
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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10. 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
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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12. Activating brand advocates can go beyond
amplification…
Listening
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
internal
external
Curating Content
Thank You
Social
Development
Events
Employee
Training
Recruiting
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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13. Additional benefits: engaged & resultdriven 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
NBRI Identified 6 Traits of Engaged Employees:
1. Believe in their organization
2. Have the desire to work to make things better
3. Understand the business context and the bigger
picture
4. Are respectful and helpful to colleagues
5. Are willing to go the extra mile
6. Stay up to date with developments in their
industry
Source: http://www.nbrii.com/blog/employee-engagement-customer-satisfaction-financial-performance/
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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14. 4
How do you know if a
brand is ready to activate
employees?
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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16. 5
What policies and training
do you recommend?
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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17. Policies & Governance
Yes, social policy is a must…
More importantly, you need to define employee advocate roles
Roles Employees May Play
Social Media Usage
Roles within Organization
Training Requirements
Disclosure Requirements
Social Media Bios Requirements
Social Media Handle Examples
SAS
@lizbbullo
ck
Advocates
Employees use personal social media accounts and will on occasion
share relevant news about the company
Sales, Marketing, HR, PR
Social media policy, FTC disclosure requirements (bios, handles) and
engagement rules
"I work for ____ and this is my personal opinion"
Opinions = My Own or My tweets are my own
Twitter: @SarahFinley
@gregshove
#SocialChorusU
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18. Education: Dell’s Social Media &
Community University
Policy
Principles
Governance
Training & Tools
Activation programs
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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19. 6
What are the key
indicators of success?
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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20. Metrics & Measurement
Activation
9,000+ employees trained
30 courses in 55+ countries
Marketing, Sales, PG,
Customer Service
•
Awareness
•
•
•
1,600 employees Twitter handle
with Dell bio
2,000+ Brand Advocates
150+ Subject Matter Experts
•
•
•
Business Impact
SAS
@lizbbullo
ck
•
•
2.2 engagements and 6.8 clicks
per employee post (SME‟s)
Incremental 17K traffic to Dell
Improved reach, earned media
@gregshove
#SocialChorusU
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21. 7
How should brands use
technology to power
advocates?
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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22. 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
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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23. 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/
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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24. 8
What is needed to get
started?
SAS
@lizbbullo
ck
@gregshove
#SocialChorusU
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25. To get started…
• 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
SAS
@lizbbullo
ck
@gregshove
#hashtag
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28. Questions?
Liz Bullock
CEO & Co-Founder
Social Arts & Science Institute (SASI)
SAS
@lizbbullo
ck
@gregshove
Greg Shove
Founder and CEO
SocialChorus
#SocialChorusU
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29. Additional questions?
Want to learn more?
socialchorus.com/tour
@SocialChorus
@getSASI
8 Steps to Launching a
Successful Employee
Advocate Program
bit.ly/130AM3K
SAS
www.getSASI.com
liz@getSASI.com
@lizbbullo
ck
@gregshove
#SocialChorusU
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Hinweis der Redaktion
Liz is the former Director of Social Media at DellSASI works with Fortune 500 companies like Dell, Adobe and others
Businesses are facing a fundamental paradigm shift. With the increase of advertising clutter and lack of trust, customers are turning to their peers and like minded consumers to make product decisions. Think about the last time you made a purchase. What was the process for attaining information for that product and making that decision? I’m planning upcoming summer vacation with the family. I’m thinking about initially asking my FB friends for recommendations, then going to various travel sites to research ratings & reviews and peer feedback, along with photos. Whom do you trust better? Adverting brochure vs. friend or peer’s recommendation on your next vacation. More than ever a company’s brand is influenced by what consumers are saying about the brand We have a democratizing trend of the redistribution of influence. We gone from 2000 where is what very few people controlling the conversation, fixed, monologue to 2013 it is many and customers are co-creating our story, it’s a dialogue. Edelman Trust Barometer analyzes whom consumers trust and 2013 findings show an academic or person like you is 2X as trusted vs Chief Executive or government official. How companies market, sell and support their customers is fundamentally changing. Your employees are a key ingredient for success in this new modern world. How to train, activate, support and unleash them in this powerful space?
RISK: Dell witnessed reduction in employee social media incidents after trainingACTIVATION: Certified Dell employees were activated to create powerful customer driven programs