A Guide to Empowering Champions Within Your Organization

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Is your company struggling to create an engaging and simple way for your employees to become brand advocates? Dell has created a successful certification program for employees and a way to harness …

Is your company struggling to create an engaging and simple way for your employees to become brand advocates? Dell has created a successful certification program for employees and a way to harness these individuals' energy, enthusiasm and social networks. Learn more about how Dell was able to do this and start your champion program today: http://dell.to/1prkkZv.

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  • 1. 1 A guide to empowering champions within your organization
  • 2. 2 92% of consumers report that ‘word of mouth’ recommendations from friends and family are the leading influencers of their purchasing behavior. Employee motivation can positively impact shareholder ROI. Highly engaged employees are 38% more likely to have above average productivity. Higher employee engagement scores can help market valuations rise over time. Increasing employee engagement investments by 10% can increase profits by $2400 per employee per year.
  • 3. 3 Social culture begins with leadership team engagement and they set the example We offer extensive and evolving training, enforce robust Social Media and Community Certification and Governance requirements. Maintain a publicly visible Global Social Media Policy. Social media activity at Dell is open and available to the entire workforce. Our Social culture
  • 4. 4 Started During transformation of our brand in 2010 with initial champion program Growth More than 2,000 team members or 2% of employees over three years Clubs by topic Designate leaders to develop and share opportunities Regional/local leaders Engagement at the local level Dynamic portal on Intranet Develop a simple structure for members to use to join, activity participation and recognition Dell Champion program
  • 5. 5 Path for creating a successful program Have an executive sponsor Education and training Create groups by topic Regional/local advocates Easy process to engage and participate Track activity participation Reward and recognize
  • 6. 6 Executive Sponsorship • Connect with your executive team to request a sponsor by presenting an overview of the vision for the network • The executive sponsor will be responsible for o Validating the charter o Galvanizing employees to engage with the purpose of the network o Share the value of the network with peers to encourage others to join • Invite the sponsor to speak at the first meeting o Welcome everyone o Thank members for making an effort to be an example to others about how to bring the purpose to life through actions • Ask the executive sponsor to return to meetings once or twice a year to stay engaged with the network
  • 7. 7 Certifications Purpose • Engage and empower employees to take action on behalf of Dell • Focus on social media and the importance of our brand and how it supports our business Brand Certification • Strengthens interactions with our customers, each other and our community to help them do more • Deep understanding of the brand and how to use the brand as a filter in everyday actions Social Media Certification • Dell has more than 25,000 customer conversations a day • We find new ways to engage our customers, have collaborative discussion, generate buzz, evangelize our brand, capture rich data and deliver on our mission Benefit • Reflect our brand and purpose through action • Recognized as brand and social media experts with the organization Education
  • 8. 8 Group examples Amplify Events Community Service Customer Experience Recruiting Ambassadors Regional Activities Focused topics
  • 9. 9 Location of advocates Deepen our ability to further collaborate Influence behavior and encourage adoption Enable dialogue
  • 10. 10 Make it easy to participate Content that is easy to consume. Keep the navigation simple.
  • 11. 11 Setting goals as well as providing regular updates supports energizing the program 1. Participants: Dell Champions can enter the web portal and track their own activities and progress 2. Group leaders: Champion leaders receive status reports with participation for each assignment as well as comments left by users in the web portal 3. Leadership team and executive sponsor: Quarterly reviews provide the leaders invested in the program a summary of all club activity, total participants around the world, participants by business unit and location 4. All: Update all team members to share overall program progress and success stories as well as on-going program goals Track progress
  • 12. 12 • Develop a simple way to track activity participation and reward achievements. • Set goals for employees to aspire to within a specific time period. • Reward regularly • Amplify achievements internally at staff meetings, town halls or internal social media Reward and recognize
  • 13. Thank you! Jennifer Newbill, Global PM Employment Branding @JenniferNAtDell Nikki DeLeon, Global Marketing & Social Media @iamnikkideleon