Weitere ähnliche Inhalte Ähnlich wie Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014 (20) Kürzlich hochgeladen (20) Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 20143. 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 trusted
more than Chief
Executive
(Edelman Trust Barometer, „14)
#SMSsummit
How companies
market, sell to
and support
their customers
is changing…
SASI©
What roles do
employees play
in this
transformation?
How do you
activate
employees?
3
4. 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.
SASI©
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6. Companies powering brand advocates:
IBM
• 500 Thought Leaders
• IBM VOICES
Cisco
• 1.3K employees
amplifying company
message
Sprint
• 2K employees
• Ninja Program Black
Belt
Best Buy
• 3K employees
• Answering customers
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Dell
• 10K Certified
employees
• Engage on behalf of
brand
Intel
• 300+ employees
• “Experience Intel”
• Content generation
6
7. Case study: Cisco
• Employees have 10x more followers vs. corporate account
• Only 2% of the audience overlaps with corporate account
• Employees share 29% more URLs about the company vs.
corporate accounts
• Employees account URL reach is 2x vs. corporate account
• 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
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8. Case study: Intel
• Smart Squad Tablet program: identified internal and external
influencers and seeded Intel based Tablets
• Comprehensive training across program, product and social
• Leveraged tools to aggregate, distribute and share content
• Results:
•
•
•
Earned 7M Twitter impressions
Advocates created 1,843 pieces of original content
Competitor purchased advertising against #IntelTablets
Source: http://pt.slideshare.net/SocialChorusU/socialchorus-university-intel-inside-out-learn-how-influencers-create-social-roi-for-intel
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9. The 80’s called… they want their store
back.
• RadioShack created Inner Circle, for both Employees & Influencers
• Mobile app allows for easy sharing of content, deals
• Leaderboards track activity, points
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9
11. 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
11
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12. 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/
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13. How do you know when you’re ready to
activate your employees
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13
14. Employee Activation Maturity Assessment
To activate employees, you need 5 critical competencies: Leadership, Policies &
Governance, Training, Metrics & Measurement and Tools & Technology
Maturity Ratings
Stage 1: Hierarchy
Competency
Policies & Governance
Training
Metrics &
Measurement
Tools & Technology
Leadership
Stage 2: Emergent
Stage 3: Synergistic
Employees 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
No Guidelines
Restrictive
Inclusive
No Training
Ad hoc
Formal Program
Anecdotal
Activity Tracking
Behaviors & Outcomes
Consumer tools used by
individuals
Mix of consumer tools &
enteprise tools
Social Functionality is
integrated throughout
Command & Control
Consensus
Collaborative
Inspired by Community Roundtable Community Management Maturity Assessment.
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14
16. 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
Advocate
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
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16
17. Case study: Adobe
• Adobe provides social media training to build employee social
media fluency through awareness, empowerment and excellence
o 30% of workforce have already received social media training
o 3rd highest tech brand for employee activity on Twitter, #1 in
percentage of employees on Twitter*
o Social Shift: formal training program for all employees & new
hires starting 2014
New hire video
“Social Shift exemplifies the way
we are building customer
relationships. The way we talk to
them, support them, sell to themevery way we do business is
shifting.”
*Brand listed in employee Twitter bio; Source: SociaLook Leaderboard
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17
18. Case study: Sprint
• Launched Social Media Ninja program in 2010 to improve Sprint's reputation
• Open to all employees
• A few of the rules:
• Don‟t speculate
• Don‟t talk about what you don‟t know
• Don‟t promise anything you can‟t deliver
• Don‟t talk about something that has not been announced
• Don‟t participate in controversy
• Sprint went from Worst to First in customer satisfaction (2008-2012)
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18
20. Metrics & Measurement: Dell Case Study
Activation
Business
Impact
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
•
•
•
•
•
2.2 engagements and 6.8
clicks per employee post
(SME’s)
Incremental 17K traffic to
Dell
Improved reach, earned
media
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21. 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/
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22. How to use technology to scale your
program
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22
23. 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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23
24. 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
24
25. To get started…
•
•
•
•
Establish clear business objectives
Obtain executive buy-in and support
Clearly define KPIs to measure success
Start small:
• Prioritize key teams to drive awareness & adoption
• Pilot with those key employees to co-create the program
• Implement learnings from pilot for larger scale roll-out
• Drive excitement and empowerment and reward the rock stars
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25
Hinweis der Redaktion http://pt.slideshare.net/SocialChorusU/socialchorus-university-intel-inside-out-learn-how-influencers-create-social-roi-for-intel http://customerthink.com/worst_to_first_how_five_customer_centric_habits_enabled_sprints_turnaround/ RISK: Dell witnessed reduction in employee social media incidents after trainingACTIVATION: Certified Dell employees were activated to create powerful customer driven programs