Employees play a critical role in providing authenticity and trust and scalability in this new social media era. More customers are moving online and making peer-to-peer decisions and want to connect with everyday employees. Liz Brown Bullock shares how Dell and other companies are training and activating employees to further connect with customers and prospects online. Additionally, this presentation shares how to strategically think about preparing your organization to activate employees as brand advocates.
The Codex of Business Writing Software for Real-World Solutions 2.pptx
Using Brand Advocates (Employees) for Influence
1. 1
Using Brand Advocates for Influence
Liz Brown Bullock
CEO & Co-Founder Social Arts & Science Institute, SASI
@lizbbullock
LinkedIn: Liz Brown Bullock
#SMSsummit
4. Companies empowering brand advocates:
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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
5. 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
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Source: http://www.slideshare.net/socialook/cisco-global-
february2013socialook?from_search=2
6. 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
7. 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
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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 within their
industry
NBRI Identified 6 Traits of Engaged Employees:
Source: http://www.nbrii.com/blog/employee-engagement-
customer-satisfaction-financial-performance/
11. Education: Dell’s Social Media & Community
University
Policy
Principles
Governance
Training & Tools
Activation programs
12. Metrics & Measurement
• RISK: Dell witnessed reduction in employee incidents after training
• ACTIVATION: Certified Dell employees were activated to create powerful
customer driven programs
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Awareness
Activation
Business Impact
• 9,000+ employees trained
• 30 courses in 55+ countries
• Marketing, Sales, PG, Custome
r 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
13. 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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14. Dell Superbowl ad
• Dell launched 2013 Superbowl ad
solely online and via social media
• Activated Dell certified employees
to share Super bowl ad
• +6.5M views on YouTube
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Source: http://www.pmdigital.com/press-events/super-bowl-commercial-index/
15. 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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16. 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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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?