social media-activating-your-employee-ambassadors william-toll
DESCRIPTION
Social Media, Employee Ambassadors, HostingCon, Cloud, Evangelists-William TollTRANSCRIPT
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Energize and Incentivize Your Employee Brand Ambassadors
Presenter: William Toll Marketing Consultant Twitter: @utollwi
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Marketing & Product Management Executive
• 1999 ValueWeb (Now Hostway)• 2002 NTT/Verio• 2004 Affinity Internet (Now Hostway)• 2006 Intermedia.NET• 2008 NaviSite (Now a Time Warner Cable Company)• 2011 Yottaa• 2012 ProfitBricks
William Toll Twitter/Skype: @utollwi
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Commerce is a social construct
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Alaskan Dude
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anyjazz65
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Khym54
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Mehfuz Hossain
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People Buy From People, Not Companies
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Avrenim_acceber
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Billions of Minutes Monthly
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• German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes in May 2011. (Nielsen)
• UK Internet users visited 229.6 million pages on Tubmlr #2, after Facebook 20.2 billion page views. (Nielsen)
http://blog.nielsen.com/nielsenwire/social/
Social Is Everywhere!
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B2B Content Marketing
Social Media (Online Media
Supporting Social Interaction and User Generated
Content)
B2B Socially Influenced
Transactions
The B2B Buyer’s Journey Has Changed
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B2B Buyers and Decision Makers: Their Journey in in 2012
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Today’s B2B Buyers Are…
• Empowered– Content Marketing Is Educating– Social Media Is Facilitating– 80% research before engaging with a vendor– 50% Expect a Response via Social Media
• More Skeptical– Only 31% Trust Industry Analysts– 29% Peers– 8% Vendors http://www.contentmarketinginstitute.com/2011/02/cfo-
content/
Maritz Research http://www.socialbusinessnews.com/customers-want-responses-to-tweeted-complaints-but-what-about-solving-real-problems/
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Product Discovery• Awareness• Search
Results
Product Selection• Content
Consumption
• Decision Support
Product Referral• Evangelism • Referrals
2012 B2B Prospects Journey
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It’s Always About The People
Viewed 3,434 Times# of Followers: 58Top answer has 30 votes
http://www.quora.com/Which-is-the-best-cloud-computing-platform-for-a-startup
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#1 Organic ResultTwo Social IDs listed with result.
The Benefits Are Clear For Organic Search Results
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Google’s Socially Influenced Search Results
Try it! List your social accounts with your Google profile, then search for a keyword in your industry.
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Cloud and Web Hosting Customers Talk
Participate or ignore. What will work better for your brand?
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People Share With Their Business Network
Try It! Search LinkedIn “Status Updates” See who is sharing your posts, articles and press releases with their business network.
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Why?
• 66% of those who have Tweeted about a bad experience have never received a response from the offending company?
Do you want your company to be non-responsive?
Maritz Research http://www.socialbusinessnews.com/customers-want-responses-to-tweeted-complaints-but-what-about-solving-real-problems/
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Your Competition Is Doing It…
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Example: Twitter and Media Influence
Media and Analysts recognize active brands and employees.
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Your Employees – A Great Brand Ambassador Team
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Robert Markey co-author of “The Ultimate Questions 2.0: How Net Promoter Companies Thrive in a Customer-Driven World”
Loyal, passionate employees bring a company as much benefit as loyal passionate customers. – They stay longer, work harder, have more creativity.
They also bring more great employees - it’s a continuous stream of benefits.
Employees – Your Best Brand Evangelists
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Company Twitter Followers Company
Twitter Followers Employee
Twitter Followers Employee
Amazon Web Services
17,722/955 Jeff BarrWerner Vogels
12,475/9,68734,873/6,068
Equnix 3,217/2,085 Sam Johnson 5,453/41,180GoGrid 9,386/3,388 Michael Sheehan 7,713/28,179Joyent 9,175/3,048 Jason Hoffman 4,009/11,868Network Solutions 9,599/25,489 Shashi Bellamkonda 18,524/77,078
Rackspace 23,994/7,536 Robert Scoble 270,172/59,312
Telex 2,005/1,727 Joe Weinman 2,778/4,125
Virtustream 801/527 Ruven Cohen 28,385/16,057
Service Providers and Brand Evangelists
Employee engagement and reach is greater than the brand. These are great examples of Evangelists in the cloud/hosting space.
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Company Twitter Followers/Tweets
Employee on Twitter
Twitter Followers/Tweets
AlertLogic 825/1,388 Misha Govshteyn 909/1,173
CA_Cloud 2,238/1,468 Andi Mann 5,158/17,042
CloudStack 3,052/360 Joe Brockmeier 3,581/15,237
CloudScaling 2,307/707 Randy Bias 6,821/14,323
EMC @CloudEMC 2,102/755 Christopher Kusek 21,040/56,233
Eucalyptus 2,501/533 Marten Mickos 8,062/3,089
Juniper 17,792/3,080 Christopher Hoff 9,745/64,244
Mimecast 1,667/1,875 Justin Pirie 4,335/9,378
OnApp 897/1,539 Ditlev Bredahl 7,992/4,167
SuperNAP 354/98 Mark Thiele 2,255/19,108
Vmware Service Provider
2,244/2,904 Joe Bgauley 3,174/15,149
Cloud and Web Hosting Vendors and Brand Evangelists
Employee engagement and reach is greater than the brand. These are great examples of Evangelists in the cloud/hosting space.
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http://www.google.com/s2/search/social
Why? – Google Knows Your Network…And Who Has Influence…
Google knows who and how I am connected. Google knows who has influence.
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Your Web or Cloud Hosting Site Gets Traffic From
Social Signals
Visitors Share Your Content, Promotions,
Support Pages
Friends/ Followers: Click Links and Share
more
Increased Sales, Higher
Conversions, More Referrals
Why? – Revenue, Lower COCA, Churn and SEO
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Who is doing it well? Web Hosting & Cloud Examples:
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HostDime
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HostDime
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SoftLayer
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Name.com
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38
Dell’s Cloud Computing Efforts
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HostDime and Name.Com
HostDime has 7 employees that have access to post on Twitter and Facebook – from Marketing, Sales, Client Relations and Management. @DanSilber and @vikkiorlando lead the efforts there.
Name.com has a Community Evangelist, Jared Ewy @namedotcom He is working on a policy to get more employees involved. He says, the key recommendation is to make sure they “be themselves and converse”.
Name.com Example of success. They helped a customer get their domain back from someone in the Ukraine. This was done via a “Stolen Domain” effort using Social Media.
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Social Media Employee Brand Ambassadors:An Action plan:
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• Where are they?
• What are they saying?
Listen• Be Human• Be
ResponsiveEngage
• Shares• Referrals• Rewards
Inspire
Your Brand Ambassador Social Media Plan
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Listen
• Discover where your #B2B buyers are talking. What social networks are they on?
• What are they saying? Reviews? Recommendations?
• How are they saying it? What words do they use?
• How connected is their community? How influential are they?
How To Implement: Listen
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Engage• Your employees and customers are part of the
community – encourage them to participate.• Guide your employees.
• Participate in the conversations. • Offer help, advice, service. Don’t sell!
• Be human. Be authentic, don’t mask your identity.
• Be transparent! We all make mistakes, own up to them.
How To Implement: Engage
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Inspire
• Make it fun, make it social.• Add sharing buttons• Enable reviews, foster methods for
generating user generated content• Surprise them!
• Create inspirational video content• Create promotions and contests for
customers to join• Be transparent – buyers love to see the
story from the inside• Reward your employees that engage!
• Give them points, days off, recognition or $$
• Never give up! Silence is defeat!• Build trust and passion or your brand will
die.
How To Implement: Inspire
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RoleContentChannelSentiment
Urgency
Product Marketing Customer Care/Ops
Influence
ResponseMessageStrategy
A Role For All Employees
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• Listen – decide where and what voice will work
• Ask for volunteers – don’t force employees to participate
• Let them pick their networks – let employees decide where they will participate
• Guide them on a “public persona”- teach them the norms and boundaries
• Work-Life Balance Discussion – review the benefits, show examples
• SEO Keywords – share the words that matter, remind them to use them naturally
• Content Calendar – share the PR/Content calendar
• GaggleAMP – use a tool like GaggleAMP or HootSuite
• Reward them – Points? Recognition? Days off? Money?
• Rules – Publish a Social Media Policy that makes sense for your business.
• Disclosure – Make sure employees understand the law
• How to Ask For Help – Remind them how to reach out for help
• Crisis Plan – Have a plan for outages or when brand reputation is at risk
How to Get Started
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Tool Example GaggleAMP – A Great Service To Manage The Message
Pre-write the messages, enable employees to share all with a “gamification” and analytics focus for ROI tracking.
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Social Media Policy Examples
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Tweet received In response to content I shared with my social network.
Tweet received in response to a Tweet about some direct mail I received.
Tweet received in response to a blog post I wrote with a question on GaggleAMP’s roadmap.
Inspire
Engage
ListenExamples: Doing It Right
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Is your Web Hosting, Cloud or Vendor business social? What is working for your business?