Social Monitoring & Gamification: Creating Employee Advocates at Cisco
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There are many use cases and benefits associated with social media monitoring and intelligence, from PR and campaign measurement to market research and risk monitoring. Multinational technology giant Cisco, however, has a unique take: The company uses social monitoring and analytics to drive employee advocacy. Using Brandwatch Analytics, Cisco tracks their employees in EMEA on social channels, analyzing Impact score, top topics being discussed, and Kred scores, among others. To gamify the project, Cisco has created social league tables and rewards the staff members who are at the top of the leaderboards with prizes.
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Social Monitoring & Gamification: Creating Employee Advocates at Cisco
- 1. 1 #brandwatchtips © 2015 Brandwatch.com Webinar/ Social Monitoring & Gamification: Creating Employee Advocates at Cisco Product Manager caroline@brandwatch.com | @brandwatch Caroline Goodwin Digital Marketing Manager, EMEA Cisco | @montuschi Alex Montuschi
- 2. 2 #brandwatchtips © 2015 Brandwatch.com Coming Up • Employee advocacy & Gamification at Cisco • A step by step guide on making employee advocacy and gamification work for you
- 3. 3 #brandwatchtips © 2015 Brandwatch.com3 Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about out discussion @brandwatch #brandwatchtips A download and recording of the webinar will be made available after the event
- 4. 4 #brandwatchtips © 2015 Brandwatch.com Brandwatch’s Enterprise Social Intelligence helps over 1000 clients understand and improve the ROI of their marketing decisions Brandwatch Overview Brandwatch Vizia dramatically visualizes that data in a beautiful way and embeds it across large enterprises. Brandwatch Analytics analyzes and manipulates online conversation data to gain meaningful insights; all managed via our powerful web Dashboard.
- 5. 5 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Employee Advocacy & Gamification at Cisco
- 6. 6 #brandwatchtips What’s Employee Advocacy? Empowering employees to support the goals of the brand, using content and employee- owned social channels
- 7. 7 #brandwatchtips Organic reach of Brand channels is decreasing Source: Social@Ogilvy 2014
- 8. 8 #brandwatchtips Has x10 more followers than corporate networks 90% of their social audience is new to the brand An employee advocate is x2 more trusted than a CEO Content shared by employees receives 8X more engagement than content shared by brand channels Meet The Social Employee
- 9. 9 #brandwatchtips Social League Tables Objective Measure social impact and stimulate social engagement of Cisco employees How does it work? Users are scored and ranked by based on their impact score which considers activity, reach and number of reactions generated on Twitter.
- 11. 11 #brandwatchtips Cisco Employee Advocacy Potential in EMEAR All Cisco Employees in EMEAR Marketing Team EMEAR Social Media Managers 300 tweets per month 50,000 users reached per month 1,500 tweets per month 150,000 users reached per month 150,000 tweets per month 15,000,000 users reached per month *Estimates based on only Cisco related tweets
- 12. 12 #brandwatchtips Advocates Recognition Michael Medhat GVSO Egypt Shared over 2,000 Posts Generated • 263,000 impressions • 149 Re-shares • 2,000 clicks Shared over 711 Posts Generated • 378,000 impressions • 372 Re-shares • 1,000 clicks Fabien Medat SE Collaboration France Shared over 690 Posts Generated • 591,000 impressions • 479 Re-shares • 3,000 clicks Nicole Wajer SE Security Netherlands Top Publisher Top Amplifier Top Engager
- 13. 13 #brandwatchtips Results Cisco Employees social activities increased by over 140% in 6 months Average number of tweets posted by employee increased by 55%, from 0.9 a day to 1.4. 232 users from 25 teams are currently using SLT to measure their social impact Delivered over 120 hours of Social Media trainings to 200 people in FY15
- 14. 14 #brandwatchtips Key Takeaways Ranking users by Social Impact stimulates healthy competition within the teams increasing social engagement. Rewarding participation by acknowledging who generate the most engagement, helps users to stay motivated and active. Social Media Trainings help users to become more social-savvy and learn how to improve their social influence. Social Listening tools help users to measure their social impact and benchmark themselves against others in the company. Measurement Education GamificationRecognition
- 15. 15 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com A step by step guide
- 16. 16 #brandwatchtips © 2015 Brandwatch.com Raise awareness of the value of social Broadcast Share Integrate
- 17. 17 #brandwatchtips © 2015 Brandwatch.com Enable employees Train • Provide helpful guidelines and tips • Make them aware of how you measure social Promote • Encourage your employees to share your news and content Collate • Add employee social handles to a dedicated Author list in Brandwatch
- 18. 18 #brandwatchtips © 2015 Brandwatch.com Create healthy competition! Image of Top Tweeters Analytics
- 19. 19 #brandwatchtips © 2015 Brandwatch.com Harness the power of your advocates Plan ahead • Brief employees about campaigns ahead of time • Share relevant hashtags and links to content Monitor • Track campaign specific data using relevant operators like links: and hashtags: • Provide live updates throughout the campaign to keep up momentum Recognize • Thank your employees for their advocacy • Share your campaign successes • Recognize your most effective advocates
- 20. 20 #brandwatchtips © 2015 Brandwatch.com© 2015 Brandwatch.com Q & A
Hinweis der Redaktion
- Change of Social Networks Algorithm Overload of content
- Meet the Employee Advocate, Employees actually have on average 10x more social connections than a brand does (Source: Social Chorus) Through their network we can be more Relevant: Using an employees social network as opposed to a corporate channel enables the content to be more relevant, because we follow or connect with those we share an interest in- Trusted Advisor: Visual Storytelling: Employees share more visual content than corporate which converts at a much higher rate Tweets with images receive 18% more clicks, 89% more favorites and 150% more retweets Engage: Enable employees to share the content through their channels will result in more engagement ) Reach: Extend the reach at a very low cost…….Leads developed through employee social marketing convert 7 times more frequently than other leads We take the outside network in. More human experience - give an authentic voice
- If tool is not open you always have separate scoring => Alex to check openeness LinkedIn: Social Selling Influence Score => manually provided by LinkedIn as pdf => on a quarterly basis => Infografic New Dashboard => 1hr to set up
- MARKETING EMEAR 160 CISCO EMEAR 15k Has x10 more followers than corporate networks 90% of their social audience is new to the brand 12% increase in brand advocacy generates x2 in revenue NOT TO MENTION…. Socially engaged employees are 58% more likely to attract top talent
- Fabian and Nicole went through the social media Bootcamp Nicole is good in creating content, created a cisco live video
- Get social center stage with a command center display in your offices Put social data in the hands of your employees with automated reports Contextualise social data with other marketing, customer services or sales data using API to pipe it into internal marketing platforms. Or use Vizia to display these other data sources next to social data [maybe replace API image with Vizia CSV scene?]
- Train – Give them advise on ways to find content to share e.g. following co social channels and sharing that content, checking in on the blog, setting up Signals to get Alerts to new brand trends. We have a slack channel where we share press clippings as they appear. Make them aware that you’re tracking brand conversation and make them comfortable with how and why. Promote – make sure your social handles are shared in signatures, use your internal comm channels, make sure employees are aware of hashtags you use like brandwatchsocial Collate – ask employees to share their social handles with you so you can filter your reports to only include employees
- Within analytics you can filter dashboards and components by Author Lists You can sort by impact which looks at a combination of number of relevant tweets, influence metrics and reach Or just plain old volume if you want to stop your senior management from completely dominating your chart! You can put tables like this up anywhere if you have a command center like vizia up and running