using social to build a culture of brand advocacy across the business

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Page 1: Using social to build a culture of brand advocacy across the business

www.weareoctopusgroup.net

Page 2: Using social to build a culture of brand advocacy across the business

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Page 3: Using social to build a culture of brand advocacy across the business

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WE ARE SOCIAL ANIMALS

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WHAT IS OCTOPUS GROUP?

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BUT WHEN SOCIAL MEDIA HITS B2B…THINGS CAN FEEL A BIT ANTI-SOCIAL

BUT WHEN IT COMES TO SOCIAL MEDIA IN B2B…

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WHY IS SOCIAL IMPORTANT

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…LIKE YOU ARE BEING WATCHED

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IS IT WORTH THE RISK?

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BENEFITS OF EXPERTISE AND ADVOCACY

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Traffic generated by IBM internal experts in social media converted seven times more frequently than traffic generated by other IBM sources. “In social media,” state the authors, “people – not brands – are the channel.”

– Chris Boudreaux and Susan Emerick

Page 9: Using social to build a culture of brand advocacy across the business

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SOCIAL IS AN INFORMATION PREFERENCE

Q2. On balance, in what ways do you generally prefer to find out about products, services or suppliers?

10%

22%

17%

36%

24%

47%

5%

13%

34%

29%

34%

29%

Print media

Online media

Social media

Analyst recommendations

Email contact from vendor

Vendor websites

25-44 year olds

45-64 year olds

Base: Total (400)

Social influence is growing in stature, especially in the 45yrs and under

Page 10: Using social to build a culture of brand advocacy across the business

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WHAT DOES AN ADVOCATE LOOK LIKE?

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Execs LeadersR&D

ExpertsIT LeadersCustomer Experience

Knowledge Workers

Graduates

Administrators

Operations

Page 11: Using social to build a culture of brand advocacy across the business

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WHO ARE THE REAL AGENTS OF CHANGE IN BUSINESS? The originators of change and innovation in a business are much less likely to occupy senior positions or high profile roles in a business

2%

17%

25%

26%

27%

30%

39%

39%

52%

57%

Don't Know

Administrators and support personnel

Graduates / New joiners

Business process specialists

Executive Group / Board Members

R&D professionals

Leadership teams

Customer facing personnel

Business function knowledge workers – HR / Finance / Sales etc.

Domain Experts

From what groups do the ideas for innovation and change around systems and processes most likely come from in your business?

Base size: Total (1004)

Page 12: Using social to build a culture of brand advocacy across the business

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BRAND ADVOCATE PERSONAS

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SharkySheldon

SilentSally

Chatty Charlie

Job Role: Marketing / HR / Sales

Key Stakeholder Influencers:Executive Team and own department Perceived as…The social champion Leading edge thinking and digital activist…and a bit of pain!

Job Role: Sales

Key Stakeholder Influencers:CSO, CEO, CFO

Perceived as…Does anything to close a dealInvests time in social but skeptical towards the value

Job Role: Knowledge worker / category expert Key Stakeholder Influencers:Peers, line manager and executive teamPerceived as…CredibleBrand loyal but without the platform or responsibility to be heard

Page 13: Using social to build a culture of brand advocacy across the business

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THREE ROUTES TO SOCIAL ADVOCACY

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PLAY INSPIRERENT

Turning Sharky Sheldon into a social media hound

Firing up the outbound teams

Providing social surrogates for busy executives

Men in suits talking shop

Giving Silent Sally a platform and voice

‘We create amazing’

Page 14: Using social to build a culture of brand advocacy across the business

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THREE ROUTES TO ADVOCACY

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PLAY INSPIRERENT

Great cultural shift for sales and a fun way to nurture social

Essential to be connected to commercial benefits

A high price to pay but sometimes essential.

Spend and plan wisely to ensure scalability

Aligned to HR and employee brand

High profile and potentially very impactful

Page 15: Using social to build a culture of brand advocacy across the business

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5 STEPS TO SOCIAL ADVOCACY

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Create Social STRATEGY

NURTURE pockets of interest

Make participation EASY

RECOGNISE contribution

Find KEYSTONE behaviours

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2

3

4

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1. CREATE SOCIAL STRATEGY

• How you define social and where you position the channel in the business has exponential implications on success

• Social is a component part of other strategies. Without a function or goal it has no purpose other than to make noise

• Social success requires senior sponsorship and grass roots contribution to reduce the overall ‘cost of ownership’

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2. NURTURE POCKETS OF INTEREST

• Social adoption is a long-term commitment that is rarely utilized company-wide on a consistent basis

• Businesses are a collection of niche interest groups that participate more effectively when topics or initiatives are relevant to them

• Groups are not always departmental and cross-functional groups tend to reach a more diverse social network

– Charity fund raisers– Special interests / industry specific– Domain competancies

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3. MAKE PARTICIPATION EASY

• Social engagement works most effectively as an autonomous activity that empowers and author

• Social tools and technology platforms should be easy to use and work within flexible IT environments

• Education on how to use social platforms and the benefits of investing time in participation is essential

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4. RECOGNISECONTRIBUTION

• If the company values social presence, it should value the contribution made by the business to achieving that goal

• Rewards, big-ups, ‘props’ and company wide recognition are low cost methods to maintain social momentum

• Alignment to career and remuneration goals of the individual are also an option…but rare in practice!

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Page 20: Using social to build a culture of brand advocacy across the business

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5. FIND KEYSTONE BEHAVIOURS

• Social is a aspect of many other operational activities– HR– Sales– IT / Digital– Customer Service

• Social is accessible across the ranks of the business and shares an individual’s personal platform.

• Comms professionals need to find keystone behaviours to create efficiencies in encouraging social brand advocacy

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Page 21: Using social to build a culture of brand advocacy across the business

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KEYSTONE BEHAVIOURS

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“I intend to make Alcoa the safest company in America. I intend to go for zero injuries.”

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