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Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th
 

Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

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  • Oscar Mayer fans
  • Farmer’s has developed an “AgentPage” – an internal resource for agents who wish to use social media – and even disseminates suggested content to agents.One example of James using Facebook and sold 200 policites and Farmers insurnace empowers all their agents
  • Left: James Clark claims to be an employee of SafewayRight: It’s not clear whether this tweet was intentionally posted from the official account or not
  • http://www.autoblog.com/2009/09/03/honda-purges-some-comments-from-crosstour-facebook-page/
  • http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/
  • http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf
  • June 14, 2011#tech#b2b#community#support#andyhttp://e2e.ti.com/Launched in 2008. TI created a huge support community for engineers. It’s not only focused on TI products, but it serves to support any engineering design issue. Members have access to TI engineers to answer questions, and it is a medium to get people involved with the brand in B2B interaction. Since establishing this community, they have seen an increase in product trials (hard numbers unknown)  this is what the quote from DevashishXaxena is referring toQuote from Gaspedal presentation: http://vimeo.com/10897072
  • Keith Boone is an employee and very proactive. Appears Organic
  • Organic
  • NBB is a craft brewery, so their competition is often at a hyper-local level. So they are competing with really local beers. They created this unique program to develop the ranger program, who represents NBB in their localities. NBB makes sure they have the relevant product at the local level.
  • Transition: Here’s another example of dialog by employees…A dialog best practice, put people into the conversation to humanizeyour brand:Users can create a profile in the DIY Community, message others when they are online, respond to forum topics, watch videos and read the HD blog.More than 2,000 forum topics posted. Discussion topics include: DIY and Repair, Paint, Tools & Hardware, Garden & Yard, Flooring and more.6,000 posts and hundreds of videos viewed in more than 30 countriesThere are roughly 30 “social media store associates” on the Home Depot team – hand-picked by Brad Shaw, VP-corporate communicationsSarah, Community Manager, posts: “We know there are a lot of really experienced DIYers out there, and we want to hear great ideas and tips from you too!  Also, our designated associates will often take some time to research the most thorough answer possible so you’ll get all the info you need to get your project done right.  Regardless, you can generally expect our designated associates to chime in when appropriate within a 24-hour period of an initial post, if not sooner.”ov. 9, 2011#b2c #retail#community#video #blog#dialog#jaimyhttp://community.homedepot.com/t5/Maintain-Clean-Organize/WINTERIZATION/td-p/2853http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/
  • http://www.intel.com/sites/sitewide/en_US/social-media.htm
  • http://articles.businessinsider.com/2011-06-02/tech/30043193_1_michael-dell-radian6-customer-loyalty
  • Transition: Here’s another example of dialog by employees…A dialog best practice, put people into the conversation to humanizeyour brand:Users can create a profile in the DIY Community, message others when they are online, respond to forum topics, watch videos and read the HD blog.More than 2,000 forum topics posted. Discussion topics include: DIY and Repair, Paint, Tools & Hardware, Garden & Yard, Flooring and more.6,000 posts and hundreds of videos viewed in more than 30 countriesThere are roughly 30 “social media store associates” on the Home Depot team – hand-picked by Brad Shaw, VP-corporate communicationsSarah, Community Manager, posts: “We know there are a lot of really experienced DIYers out there, and we want to hear great ideas and tips from you too!  Also, our designated associates will often take some time to research the most thorough answer possible so you’ll get all the info you need to get your project done right.  Regardless, you can generally expect our designated associates to chime in when appropriate within a 24-hour period of an initial post, if not sooner.”ov. 9, 2011#b2c #retail#community#video #blog#dialog#jaimyhttp://community.homedepot.com/t5/Maintain-Clean-Organize/WINTERIZATION/td-p/2853http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/
  • Expion  Social Advocator distributes brand created content to employees via a browser plugin. Users have access to shareable, brand content directly from their browser window.  Employees can customize the content with a personal message and then share it instantly to their Facebook, Twitter and Linkedin accounts.
  • Gaming Mechanics

Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th Presentation Transcript

  • 1Scaling Employee Advocacywith Social MediaJeremiah Owyang, Industry Analyst - Altimeter - @jowyangScott Gulbransen, Director of Social Business - H&R Block - @sdgullyZena Weist, VP Strategy - Expion - @zenaweistMay 8th, 2013 #expion13
  • © 2013 Altimeter GroupScaling Employee Advocacy with Social Media2Companies thatleverage socialemployee advocateswith a formalizedprogram can amplifybrand content andbuild betterrelationships atscale.© 2013 Altimeter Group
  • © 2013 Altimeter Group3Agenda1. Defining employeeadvocacy2. The business case foremployee advocacy3. Informal vs. formaladvocacy4. Employee advocacyframework5. Recommendations andkey takeaways© 2013 Altimeter Group
  • © 2013 Altimeter GroupWhat is Employee Advocacy?4An official, long-term programto empower trusted employeesto engage with customers and prospectsas representatives of the company
  • © 2013 Altimeter GroupFarmer’s Insurance empowers independent agents to engage withcustomers and prospects directly on Facebook5“I’ve sold over 200 policiesfrom my marketing efforts onFacebook”– James Peregrino,Independent agent
  • 6© 2012 Altimeter GroupEmployee Advocacy:The Business Case
  • © 2013 Altimeter GroupEmployee Advocacy: Business Case71. The risk of not doing it It’s already happening, formalized or not If you don’t get in front of it, you risk losing control2.
  • © 2013 Altimeter Group 2,500 employee have about13 employees publishing 7,500 employees haveabout 22 employeespublishing 30k employees have about83 employees publishing 75,000 employees haveabout 182 employeespublishing 100k plus average haveabout 280 employeespublishingCompany size and Publishing on Accounts8On average, 1 outof 330 employeespublishes onsocial for businesspurposes, farmore do forpersonal reasons.
  • © 2013 Altimeter GroupEmployees are talking about their employers –whether or not they have any guidance – oncorporate and personal accounts9*
  • © 2013 Altimeter GroupWould-be advocates without education on properdisclosure can make the brand look bad, or worse10After many negativecomments, Honda posted:“Eddie Okubo is a manager inHonda Product Planning. Hispost was removed for tworeasons: 1) He did not firststate that he is a Hondaemployee and that his postingis his personal -- not Hondas --opinion. 2) He is not aspokesperson for Honda.”Source: AutoBlog
  • © 2013 Altimeter GroupKitchenAid had to quickly backtrack after anoffensive tweet by a team member11
  • © 2013 Altimeter GroupEmployee Advocacy: Business Case121.2. The benefit Your customers and prospects use social media Customers and prospects trust employees Employee involvement nets real results
  • © 2013 Altimeter GroupSocial networking dominates time spent onlineSource: Nielsen, 201213
  • © 2013 Altimeter GroupAt the same time, trust is rising among peers andregular employees14Source: Edelman Trust Barometer 2012
  • © 2013 Altimeter Group15What it means:Few companies havethe resourcesto reach customers ina 1:1 fashion.Customers trustemployees, andsocial media enablesthe connection.Companiesthat leveragecustomers andemployees foradvocacy benefitfrom greaterTrust and Scale.
  • © 2013 Altimeter GroupReal results:When Texas Instrument’s employees answered questions,there was a massive increase in product trials16Customers and prospects“were requesting 6 timesthe number of samplesacross 3 times the numberof product areas.”- Devashish Xaxena,Internet Marketing
  • © 2013 Altimeter Group22%32.2%34.7%34.7%29.7%26.3%24.6%37.3%48.3%6.9%13.10%15.4%15.4%15.4%23.1%26.9%33.1%40.0%43.1%47.7%0% 10% 20% 30% 40% 50% 60%Create policies and proceduresGet buy-in from stakeholdersApply social insights to the product roadmapDetermine an organizational/governance modelDevelop a listening/monitoring solutionConnect employees with social toolsIntegrate social media with digital and mobileConnecting social data to other enterprise datasources to deliver actionable insightScale our social programsDevelop internal education and trainingCreate metrics that demonstrate the value ofsocial media20122010Scale is already become a top social priority“In 2013, what are your top three internal social media objectives?”Source: Altimeter Group. Social Business Survey,Q4 2012.
  • 18© 2012 Altimeter GroupEmployee Advocacy:Informal vs. Formal
  • © 2013 Altimeter GroupInformal: Keith works for GE, and tweets,blogs, and posts on Facebook about GE19
  • © 2013 Altimeter GroupInformal: Sandro works for Ferrero in Brazil –he has liked the brand and shares about it20
  • © 2013 Altimeter GroupFormal: New Belgium Brewery has an official employeeadvocacy program – local “Rangers” are empowered toengage with their regional communities on Facebook21
  • 22© 2012 Altimeter GroupEmployee Advocacy:A Framework
  • © 2013 Altimeter Group1. Identify internaladvocates2. Train them3. Enablethem to shareEmployee Advocacy FrameworkWill all employees beempowered, or just aselect number?The what, when,where, and how ofsocial engagement.Will you provide themcontent? A platform tomanage sharing?
  • © 2013 Altimeter Group1. Identify internaladvocates2. Train them3. Enablethem to shareEmployee Advocacy FrameworkWill all employees beempowered, or just aselect number?The what, when,where, and how ofsocial engagementWill you provide themcontent? A platform tomanage sharing?
  • © 2013 Altimeter GroupHome Depot has selected and trained 30 “socialmedia store associates” to engage directly withcustomers on multiple social platforms25More than 2,000 forum topicshave been posted by HomeDepot’s 30 “social media storesassociates” and communitymembers, 6,000 responses given,and hundreds of videos viewed inmore than 30 countries.1. Identify 2. Train 3. Enable
  • © 2013 Altimeter Group1. Identify internaladvocates2. Train them3. Enablethem to shareEmployee Advocacy FrameworkWill all employees beempowered, or just aselect number?The what, when,where, and how ofsocial engagementWill you provide themcontent? A platform tomanage sharing?
  • © 2013 Altimeter GroupIntel empowers employees with “Digital IQ” program,and has certified more than 1,00027Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,”Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011Intel was one of the firstcompanies to publish SocialMedia Guidelines and provideemployee certification.1. Identify 2. Train 3. Enable
  • © 2013 Altimeter GroupMore than 10,000 of Dell’s employees have beentrained and certified to be “brand ambassadors”281. Identify 2. Train 3. Enable
  • © 2013 Altimeter Group1. Identify internaladvocates2. Train them3. Enablethem to shareEmployee Advocacy FrameworkWill all employees beempowered, or just aselect number?The what, when,where, and how ofsocial engagementWill you provide themcontent? A platform tomanage sharing?
  • © 2013 Altimeter GroupFormal: H&R Block is connecting clients and seasonalTax Pro’s with an employee advocacy program.30H&R Block operates over10,000 retail offices in the theUnited States and 1,700 retailoffices abroad and employs90,000 Tax Professionalsworldwide.
  • 31© 2012 Altimeter GroupEmployee Advocacy:Recommendations & key takeaways
  • © 2013 Altimeter Group1. A successful result is a low-cost, yet highly-trustedform of marketing2. Identify, Train, then Enable employee advocates3. Co-creation is the fuel of advocacy, help employeesfeel ownership and empowerment4. When done correctly, this fuels the top of themarketing funnel and promotes customer advocacy5. Incorporate performance management, includingelements of gamification6. Make it circular: employees can teach each otherand share what worksEmployee Advocacy: Key Takeaways32
  • © 2013 Altimeter GroupJeremiah Owyangjeremiah@altimetergroup.comweb-strategist.com/blogTwitter: jowyangTHANK YOUDisclaimer: Although the information and data used in this report have been produced and processed fromsources believed to be reliable, no warranty expressed or implied is made regarding the completeness,accuracy, adequacy or use of the information. The authors and contributors of the information and datashall have no liability for errors or omissions contained herein or for interpretations thereof. Referenceherein to any specific product or vendor by trade name, trademark or otherwise does not constitute or implyits endorsement, recommendation or favoring by the authors or contributors and shall not be used foradvertising or product endorsement purposes. The opinions expressed herein are subject to change withoutnotice.
  • © 2013 Altimeter GroupH&R Block Case Study
  • © 2013 Altimeter GroupH&R Block Case Study
  • © 2013 Altimeter Group36• Content Marketing• Gaming Mechanics
  • Expion Social Advocator• Browser Plugin (Mobile Coming Soon)• Always on when web browsing• User can discover new content daily• Provide Personalized Content byDepartment
  • Identifying Top Advocates
  • Identifying Best Performing Content
  • Jeremiah Owyangjeremiah@altimetergroup.comweb-strategist.com/blogTwitter: @jowyangTHANK YOUDisclaimer: Although the information and data used in this report have been produced and processed from sources believed tobe reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of theinformation. The authors and contributors of the information and data shall have no liability for errors or omissions containedherein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwisedoes not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be usedfor advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.Scott Gulbransenscott@hrblock.comscottgulbransen.comTwitter: @sdgullyZena Weistzweist@expion.comExpion.comTwitter: @zenaweistinfo@expion.com#expion13slideshare.net/expionExpion Platform Video: expion.com/news