Hoe implementeer je een social media ambassadeursprogramma
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Op 16-11-2016 organiseerden wij een inspiratiesessie over social media ambassadeurs. Deze presentatie licht toe hoe je dit met behulp van een 90 dagen plan binnen je organisatie implementeert.
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Hoe implementeer je een social media ambassadeursprogramma
- 1. Hoe implementeer je een social ambassadeursprogramma. Dennis Koorn, Social Dialog
- 2. Wie wij zijn •Onderdeel van de Dialog Groep •Kantoren in Belgie & Nederland •Sales Manager Social Dialog •Customer experience, online marketing
- 3. Stip aan de horizon: social media ecosysteem
- 4. A fool with a tool is still a fool
- 5. Onze visie
- 6. 4.3B email accounts 5.4B social media accounts Volwassen communicatiekanaal
- 7. Dit is niet alleen een shift in technologie maar ook een fundamentele culturele verandering
- 9. Advocacy is more than reach. Retention, recruitment, brand, and beyond. Success and results come from: Goals & Plan Adoption & Education User Experience Waarom zouden medewerkers meedoen? ✓ Trots op werkgever ✓ Betrokkenheid bij bedrijf ✓ Actief willen bijdragen ✓ Personal branding ✓ Voldoening
- 10. Draagvlak van de directie?
- 11. Waarom zouden organisaties meedoen? ✓ Zichtbaarheid vergroten ✓ Traffic naar website stimuleren ✓ Werving nieuwe medewerkers ✓ Naamsbekendheid verbeteren ✓ Informeren medewerkers
- 12. Gewoon een kwestie van Plug en play?
- 13. Toch stiekem het wiel opnieuw uitvinden De kracht zit in de voorbereiding
- 14. Stelling 1 Niet het wiel opnieuw uitvinden….
- 15. De basis voor succes Hoe werkt het? •Beheer vanuit centraal Dashboard • Rollen / rechten • Content • Analytics • Gebruikers via een app en/of e-mail De basis voor succes: men neme……. Doelstellingen Een plan 1 druk op de knop tool Opleiding
- 16. Content Consistency Communication Cadence Advocate Recruitment Implementeren Goal Setting Organizational Buy-In Deployment Planning Voorbereiding KPI’s Adjustments ROI Meten People & Content Identify Advocates Motivating for Success Strategie LAUNCH Succesvolle Realisatie
- 17. Strategie workshop ● Doelstellingen? KPI’s? ● Identificeren eerste groep interne ambassadeurs ● Types content bepalen ● Interne communicatie richting stakeholders over de implementatie ● Hoe gaan we met content om in Amplify? ● Waar zal de Amplify strategie afwijken van de bestaande content strategie? Gezamenlijke inspanning om succesfactoren te bepalen
- 18. Content speelt twee rollen in het ambassadeurs programma: Rollen Mensen die content delenMensen die content creëren
- 19. Employee Advocacy Workflow Find great content within the Hootsuite dashboard and share it to the Amplify app Social Media Specialist Advocate Edit posts to align with branding before publishing to advocate devices Emphasize your most important posts by pinning to the top of streams and sending notification emails Identify top content and performers in your internal network through in-stream analytics Receive email invite to download app, login and create a personal profile Add your personal social networks and find people in your network to follow Easily browse suggested content by recency, popularity or who you follow Dig deeper to get more info around content or it’s popularity, and share to your own networks with one click
- 20. Launch Vid Posters Create Excitement Events All Hands Meeting Department Leader Briefings OfflineOnline Email All employees Internal Communities Web-based community Landing Page Customized training portal Launch Video Supports all communication Interne Communicatie (Best Practices)
- 21. Voorbeeld Implementatie: 90 Dagen Aanpak
- 22. Training Voorbeeld 90 dagen aanpak Communication Activities Content: Major Announcement 1 10 15 After Strategy Session 20 25 30 30 Focus audience: Early Adopters / Champions 60 Focus audience: Middle Adopters 90 Focus audience: All Advocates Share Program Highlights Empower Your Champions Content: Major Announcement Email: Improved Reach Metrics + Success Story Content: Weekly Push Notification Piece Email: Download Reminder ‘Amplify This Week’ Begins Content Performance Assessment In-tool Activities
- 23. 30 Dagen: Focus op Adoptie Desired Action Audience Communication Tactic Timing Education Stream Sharing ● Early Adopters ● Champions Content: Push + Email Notification Weekly Sharing App Installs ● Early Adopters ● Champions Email: Download Reminder 72 Hours (5x) ● Setup ● Onboarding App Installs ● Early Adopters ● Champions Email: Generic Video 14 Days ● Topic Selection ● Following App Installs ● Early Adopters ● Champions Email: Amplify Best Practices Video 21 Days ● Setup ● Onboarding Empower your Champions Top Performers Email: Be an Amplify Leader 25 Days ● Expertise ● Mentorship App Installs ● Early Adopters ● Champions Email: Sharing Video 28 Days Sharing
- 24. 60 Dagen: Focus op Activatie Desired Action Audience Communication Tactic Timing Education Stream Sharing Middle Adopters Content: Push + Email Notification Weekly Sharing Empower your Champions ● Champions ● Amplify Leaders Meeting: Advocacy, Feedback, and Updates 32 Days ● Expertise ● Mentorship App Installs Middle Adopters Email: Download Reminder with Company Stats & Sharing Video 35 Days App Installs Sharing Middle Adopters Email: Hot Tips from Amplify Pros Video 49 Days Navigation Following Empower your Champions ● Champions ● Amplify Leaders Leader Spotlight Story 60 Days ● Expertise ● Mentorship App Installs Late Adopters Email: Download Reminder Every 14 Days ● Onboarding ● Setup
- 25. 90 Dagen: Focus op Resultaat Focus Audience Communication Tactic Timing Education Stream Sharing ● Early Adopters ● Champions Content: Push + Email Notification Weekly Sharing App Installs Late Adopters Email: Download reminder Every 21 Days ● Onboarding ● Setup App Installs All Email: Download Reminder with Company Stats & Sharing Video 63 Days App Installs Impact All Email: The Reach We’ve Achieved Together 77 Days Sharing Impact All Email: How to use Amplify Content to Grow your Network Video 84 Days Sharing Empower your Champions ● Champions ● Top Performers Inter Office Mail: Hand-Written Note ‘Thank you for your Ongoing Leadership’ 90 Days ● Expertise ● Mentorship Impact All Event: Milestone Celebration - Three Months of Amplify 90 Days Sharing
- 26. Launch Specialist set-up, onboard, and launch products for Admins and Advocates Social Strategist customized onsite or online strategy training, social media best practices Enterprise Support 24/7 technical support, including a global team fluent in 6 languages Account Executive able to connect to products with your organization Ons projectteam
- 27. Executive Sponsor strategic direction and project resources to help ensure a successful outcome Stakeholders empowered to make decisions on program scope, budget, and schedules, and to resolve escalated issues and risks Project Lead owns communications and client deliverables during the project; acts as an advisor for the business Administrator assist with the setup and onboarding of Franchisees, and ongoing maintenance of Amplify Projectteam opdrachtgever
- 30. An employee who feels appreciated will ALWAYS do more than is expected.