2.27.14
Post on 27-Aug-2014
1.156 Views
Preview:
DESCRIPTION
TRANSCRIPT
The Social Employee: Transform Your Employees into Brand Advocates
#SMTLive
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
on Twitter at
#SMTlive
Join the Conversation…
#SMTLive
Thanks to our sponsor
#SMTLive
Our SpeakersLee Diaz is the lead internal consultant on social business at AT&T and responsible for the development and launch of new collaborative strategies and tools. In this role, he promotes best practices across the business, creates plans and goals for social business use and adoption, and innovates additional features and functionality to drive continued growth in usage of internal platforms. In addition, Diaz serves as a lead in the company-wide effort to educate employees on social media, and is the liaison to legal, compliance and AT&T University. Additionally, Diaz serves on the company’s Social Media Council and the Social Media Escalation team. @LeeDiaz24
Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalizes content strategy, scales community management and integrates paid, earned and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, very influential brands in Silicon Valley like Hewlett Packard, Yahoo and Intel where he was responsible for consumer social media marketing and community building. Michael’s book, Your Brand: The Next Media Company, was released in October 2013. @Britopian
Gregory Shove is the founder and CEO of SocialChorus, the leading advocate marketing company. Greg has helped brands and consumers connect online since the early days of the Internet. 2Market, a Silicon Valley start-up that he co-founded, pioneered the development of interactive shopping before being acquired by AOL in 1995. In the past, he has worked at Sun Microsystems, Apple Computer and AOL. He likes to play soccer, collect photos and cook. @GregShove
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey
How do you scale social?
1 in 4 Americans is a brand advocate
Employees Customers80M
potential advocates
Why employee advocates?
of consumers are more likely to buy a product when they hear about it from someone they trust 77%
of employees’ Twitter followers are new to the brand92%
An everyday employee is two times more trusted than a Chief Executive. 2X
— DELL study 2012
— Nielsen 2013
— Edelman Trust Barometer 2013
Trusted
New audience
More likely to buy
What employees do for your brand
Consume Read, watch & experience content
Share Push content into their social feeds
Create Develop original content that authentically reflects their experiences
How do employees become effective
advocates?
Train, Empower, Track How to approach employees with different experience
and comfort levels?• Train
• Fit into current social media training strategy• Determine which audiences are a priority• Add employee advocate specific training
• Empower• Create leadership-specific training &
engagement opportunities• Provide access to tips and tools• Ask employees for input
• Track • # of active advocates• # of shares• Reach (brand content vs. employee content)
Scale & measure with software
1,500 Employee Advocates Advocate Experience™ Admin Experience
How do you motivate & thank employee
advocates?
Recognizing & thanking advocatesAward badges based on activity or expertise
• New Members• Posting through the
Advocate ExperienceHighlight top advocates
• Advocate of the Week Provide branded apparel
• T-shirts, tablet bags, etc. Invite to special events or guest speakers
• "In Tha Know”
How do measure the impact of employee
advocates?
ResultsEmployee advocates
Followers per advocate
Advocate activities
Audience engagements
Program AMV to date
1,533
231
20K
410K
$1MM
External Brand Challenges
16
There is a content and media surplus.
Consumers have an attention deficit. Their lives are unpredictable and they consume content differently every day. They have tunnel vision.
All consumers are influential and influence their peers through the purchase funnel.
Despite these external market conditions, marketers still have business objectives (revenue, market share, customer acquisition)
Tweet me and I’ll tweet you back: @Britopian
Internal Brand Challenges
17
of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it
78%
of marketers do not have a documented content strategy.
44%Tweet me and I’ll tweet you back: @Britopian
Content Strategy Framework
18
Social Narrative
Development
Content Operations
Creation, Distribution &
Integration
Content Performance
Analytics Drives Storytelling Principles
StakeholderStorytelling
Build a editorial framework that delivers true brand storytelling
Optimize a content supply chain that facilitates workflows for content creation, approval & distribution
Mobilizing internal and external stakeholders (employees and customers) to help tell the brand story
Content marketing initiatives, integrated paid, earned and owned media initiatives
Real-time content performance analytics that deliver insights to stakeholders
Tweet me and I’ll tweet you back: @Britopian
@SocialChorussocialchorus.comsocialchorus.com/resources
@gregshovegreg@socialchorus.com
Thank You
Upcoming Webinars
March 4th Too Many Platforms: The Next Wave of Social Management
Integrationhttp://socialmediatoday.com/too-many-platforms-webinar
#SMTLive
top related