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Transforming Employees Into Brand Ambassadors

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According to the 2014 Edelman Trust Barometer, customers trust the average employee 2X more than a chief executive. Many brands are overlooking one of the most valuable types of advocates — their employees.

Social media gives brands an avenue to do much more than market and advertise. In this new era, our connected customers expect more from us. Social media allows us to deepen customer relationships and becoming a true social business requires all employees.

In this session, Adobe’s Head of Social Business Enablement will walk you through the ins and outs of Adobe’s social media employee training program, Social Shift, as well as the activation programs that take social media training to the next level. By infusing social media into every aspect of the way Adobe does business, we empower and enable all Adobe employees to be active on social media both personally and professionally. Walk away with an understanding of how to run a social media training program and the value it brings to your business.

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Transforming Employees Into Brand Ambassadors

  1. 1. Transforming Employees into Brand Ambassadors LAUREN FRIEDMAN // ADOBE
  2. 2. Lauren Friedman Head of Social Business Enablement at Adobe @lauren_hannah
  3. 3. • Since the 5th grade, always wanted to be a writer • Fell in love with San Francisco • Worked at a very small startup acquired by Adobe • Spends way too much time on social media • Passionate about connecting people to people About Me
  4. 4. Agenda • Changing social landscape • Value of an employee ambassador • How does Adobe enable and empower employees • Measuring success @Lauren_Hannah
  5. 5. 1. How you market, sell and support your customers is changing. 2. Customer experience and what they say about you is more important than ever before. 3. Companies must enable, activate and scale brand ambassadors (employees) to build long-term relationships with customers and prospects.
  6. 6. The Changing Social Landscape
  7. 7. It’s a new era… @Lauren_Hannah Our connected customers expect more. 90% of people trust recommendations from people they know. 70% of people trust consumer opinions posted online. How companies market, sell and support their customers is changing…
  8. 8. Companies must fundamentally rethink how they connect with their customers… @Lauren_Hannah Challenges: • Companies are seeking “authentic” and “genuine” ways to build relationships with their customers online. • How do you scale customer conversations online? • How do you measure success at scale? Answer Employees as brand ambassadors
  9. 9. The Value of a Brand Ambassador (employee)
  10. 10. @Lauren_Hannah Employees are critical to Adobe’s success Customers trust the average employee 2X more than a chief executive.
  11. 11. @Lauren_Hannah Social impacts every function across Adobe Marketing Product Brand, PR, AR, CR Sales Support Human Resources Finance Relationships Promotions Quality Innovation Reputation Crisis Mgmt. Market Research Lead-Gen Credibility Customer Service, Retention, Loyalty Talent Acquisition & Development Costs
  12. 12. Corporate Marketing Business Units People Resources Center of Excellence Sales/ Support Regional Teams Finance IT R&D Social Media Govern Enable Measure Innovate Adobe’s blueprint to social business operations The CoE is Adobe’s Social “Pit Crew.”
  13. 13. How do we ENABLE and EMPOWER all employees to be active on social on behalf of the Adobe brand?
  14. 14. Adobe’s Social Shift @Lauren_Hannah
  15. 15. Social Shift training curriculum @Lauren_Hannah Course 1: • Value of social media personally and professionally • Roles you as an employee play in our social universe • Basic guidelines and process • Deep-dive of Adobe’s core social media principles Course 2: • Strategy and planning frameworks and guidelines • Rules of engagement and protocol Course 3: • Select short modules based on key business objectives
  16. 16. @Lauren_Hannah Roles employees can play in our social universe Ambassador Professional Spokesperson
  17. 17. Scaling enablement @Lauren_Hannah Virtual training Global train-the-trainer In-person trainings Training employees at scale Enabling trainers in-region Personalized training experiences
  18. 18. Measuring Success
  19. 19. The challenge of social measurement @Lauren_Hannah measurable, attributable difficult to measure, unknown
  20. 20. KPIs as indicators of success @Lauren_Hannah Business Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5 Awareness Social Community Growth Share of Influencers’ voice Volume of conversations and reach Ratio of positive, negative and neutral sentiment Traffic to product pages Engagement Percent of community interacting with content Engagement rates on content v. competitors engagement rates Content virality and velocity “Likes”, re-tweets, shares, mentions, etc. Campaign #hashtag use Lead Generation Cost per lead from social channels Social media’s assist in the purchase path Qualified sales leads from social Reach within target audience # of white paper downloads Demand Gen/ Conversion Direct attribution - revenue and trial downloads through tracked links Cost per acquisition Conversion rates and average order value from social channels Revenue attribution for key influencers On-site product reviews influence on conversion rates Customer Support Cost savings (call deflection) Avg. time to issue resolution Change in sentiment around support issue Number of issues resolved Issue resolution rate per agent Advocacy Number of active advocates Share of influence Percent of brand communication driven by advocates Influence score and reach of advocates Revenue attributable to advocates Product Innovation Number of product ideas submitted Number of ideas included in product development Number of bugs reported and fixed Size of community providing product feedback Engagement rates in product forums
  21. 21. How do we measure success? @Lauren_Hannah ~23M Fans and Followers Monitoring Social Mentions 63,000 daily mentions Impact on Bottom Line • Social influences 18% of Creative Cloud subscriptions • Social influences 22% of Digital Marketing leads • Reduces call center volume by 15%
  22. 22. 1. How you market, sell and support your customers is changing. 2. Customers’ experience and what they say about you is more important than ever before. 3. Companies must enable, activate and scale brand ambassadors (employees) to build long-term relationships with customers and prospects.
  23. 23. Questions?

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