With two billions worldwide social media users, social media branding constitutes today at once a risk and a growing opportunity. While organizations encourage their customers to recommend their brand on social media, employees themselves represent an important valuable source of information for customers and job candidates both.

1. How to turn your employees into
BRAND AMBASSADORS

2. I. Why is Social Media Branding
an opportunity?
2

3. 1 2 3
2.671
BILLION
ACTIVE SOCIAL
MEDIA USERS
Lots of opportunities to
reach relevant audiences.
2.438
BILLION
ACTIVE MOBILE
SOCIAL USERS
2
HOURS
TIME SPENT ON SOCIAL
MEDIA EACH DAY
If your employees love
your company, everybody
will !
It’s a valuable source of
information about your
company
83
%
PEOPLE STATING THEY TRUST ONLINE
RECOMMENDATIONS FROM FRIENDS AND
RELATIVES

4. II. Why do employees tend not to
engage into it?
4

5. 5
Study based on 354 respondents, French, German, Russian and Eastern European multinational company employees.
Minimum
age
• Employees’ ages and their social media usage
77%use at least one social media
platform
Average
age
Maximum
age
Lack of
understanding
of the corporate
strategy
Unawareness
of employee’s
social media
activity
Employees’
discomfort
with social
media use
at work
Lack of
rewards /
incentives
Boundaries between personal and
professional spheres specific to each
countries/culture.
22 39 59
Confusion
from social
media policy
• Factors of disengagement
1 2 3 4 5

6. III. How to encourage your
employees into “sharing the
love?”
6

7. Tell them what it is1

8. 8
Corporate Branding
Unique image
of the organization
Paramount
of brand image
Positive
Interactions desired
Different views of the
organization
Internalization of
brand image
Constructive
Interactions desired
New Process
in progress
Employee Branding
Tell them why it matters2

9. IV. How to start an Employee
Branding process?
9

10. 10
Provide assistance1
EMPOWER A STABLE OF EMPLOYEE ADVOCATES
Digital natives are able to remove the psychologic barriers on social
media use and build a collective digital culture.
● Encourage advocate generation
● Launch learning sessions
● Organise social media tools workshops
example : The Reverse Mentoring by World Of Digits

11. 11
Create relevant & easy to share
content
2
● Share the information
● Update frequently
● Use easy-to-read/digest format and if
possible, do it live
OUTLINE BOUNDARIES OF EMPLOYEE’S MEDIA PROCESS
Employees must feel responsible for the company’s success, policy
guidelines must be spread company wide and the use of social media
moderated/monitored.
example : Online content library by World Of Digits

12. 12
Unite with your Employees3
● Shape the social media strategy
● Encourage initiatives
● To blur the professional / personal boundaries among employees
FOSTER BRAND ENGAGEMENT
Identification with the brand will be created by psychological attachment
and loyalty from your employees, the ability to safely voice their opinions,
understanding the brand promises, create and caring for the brand
community
example : Build your personal innovative communication tool with World Of Digits

13. 13
Reward employee’s voice4
● Follow and support employees’ actions
● Set reward system
● Show gratefulness
REWARD EMPLOYEE BRANDING
Be thankful for the support they’re giving you, set company wide reward
success, listen to their feedbacks, respect the personal ways of expression of
every employees and as well as the work/privacy boundary
example : Reward process by World Of Digits

14. 14
Assessing Employee Branding behaviors
1. WORD OF
MOUTH
Speak positively about the
company, praise the achievements,
refrain from sharing criticism
online
1
2. EMPLOYEE
ENDORSEMENT
Follow and be your employee’s
fan, respond constructively to
criticism
2
3. SHARING WITH
EMPLOYEES
Pass the info along, like and share
(from and to) employee’s
pages/walls
3
4. EMPLOYEE
CULTURE
Behave according to the brand’s
values, connect with related topics,
keep in mind not to harm the
employee (reputation, career,
ambiance, etc)
4

15. How to get employees to nurture
the brand engagement ?
Recognize
the value employee
brand ambassadors
bring into social
medias
Encourage
younger employees to
share their skills with
seniors employees
Train
employees on the
importance of a
social media
presence

16. WE BELIEVE LIFE SHOULD BE MADE OF
GREAT DIGITAL EXPERIENCES
Lorenzo del Marmol
Co-Founder & Manager
ldm@worldofdigits.com
+32 477 720 430
Contact us for more information

17. THANK YOU
Camille Laine
Digital Project Manager