social employees: your secret pr weapon
TRANSCRIPT
Sponsored by
Neal SchafferAuthor and Founderat Maximize Your Social@nealschaffer
SOCIAL EMPLOYEES YOUR SECRET PR WEAPON
Bart Casabona Director of Social Mediaat Pitney Bowes@bartcas
PR WEEK PRESENTS
#DySiPR
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
ü The Definition of the Social Employee
ü Why Employees are Now Social by Nature
ü How to Identify Your Early Adopters
ü What Companies are Doing to Tap Into the Social Employee
ü How to Organize, Train and Scale an Employee Advocacy Program
ü What Success Looks Like
What You Will Learn
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
§ Always On§ Mobile First§ Collaborative by Nature§ Open to Challenge and Change
Introducing the Social Employee
Mary Ann Gallo Vice President of Corporate Communications
Hitachi Data Systems
Many of our employees are very active on social media and look for opportunities to provide timely,
valuable content to their connections.
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
§ Become a thought leader
§ Grow social presence
§ Stay more informed/engaged
§ Gain social experience
Benefits Across the Board
Employee Advocate at Domo
It finally feels like I have a mechanism to share my voice. But do it in a way that takes
minutes rather than hours.
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
§ How do you identify social employees?
§ Best ways to initially engage with them?
§ Approach them with a clear strategy
§ Start small and grow the asks over time
They’re Sitting Right Next to You
Lori Grey Senior Manager, Brand & Eminence
at Deloitte
We know our employees are already talking about us on social. We want to empower them to say more, but also put controls in place to protect our brand.
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
§ Keep advocacy 100% opt-in, always.
§ Communication and transparency are key
§ Different networks for different purposes
§ Encourage employees to use their own voice
The Line Between Personal and Professional
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§ A clear social media policy is key
§ Provide training & best practices
§ Outline the goals of the program
§ Ask for input and feedback from employees
Start with the Basics
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A Plan to Get Started
Discovery Planning Implement Launch & Evangelism
Ongoing Engagement Growth
§ Understand your brand and implement a program that has similar values
§ Enable the launch, growth, and scale by planning for the future
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
§ Plan for the long term up front to avoid being stalled later
§ Choose a tech partner that supports your goals:
ü Ability to scale across geographies
ü Key business integrations
Scalability is Key
Tiffany TuellSenior Director Corp Comms
Hitachi Data Systems
Dynamic Signal has enabled us to amplify and scale our ambassador program. For Employee Advocacy to succeed, employees need to have the confidence to
know what they need to say, when they need to say it, and where.
ü Language support and translation
ü Supports multiple divisions & business units
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
§ Without employee participation and enthusiasm it will fail
§ Recognize and reward early adopters and active members
§ Encourage content creation to get employees even more involved
It’s a Partnership
Joey MooringDirector, Public Relations
GameStop
Our employees are the heart and voice of GameStop. We partnered with Dynamic Signal because they provided a way for our employees to broadcast
news and events on the GameStop brand in their own, unique voice.
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SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
100+ Employee Advocates
8,100 Social Shares
4.7M Impressions
24K Clicks
4,750 Reactions
6 Month Results To Date
How Pitney Bowes Has Done It
SOCIAL EMPLOYEES YOUR SECRET PR WEAPON #DySiPR
ü Personalized
ü Automated
ü Targeted
ü Member management
ü Advanced scheduling
ü Insights & analytics
Technology for Marketers