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Join The Social Employee Revolution: Learn How Leading Brands turn Employees into Advocates
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Join The Social Employee Revolution: Learn How Leading Brands turn Employees into Advocates

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The path to social business is through your company's employees, by empowering them to become brand advocates on social networks. Employee advocates help companies reach new audiences, increase …

The path to social business is through your company's employees, by empowering them to become brand advocates on social networks. Employee advocates help companies reach new audiences, increase engagement, and improve share of voice. In fact, 400 employee advocates drive more engagement than one million fans.

During this webinar, Mark Burgess and Cheryl Burgess, co-authors of the Amazon.com best-selling book, The Social Employee, will share how pioneering brands like IBM, AT&T, Cisco, Dell, Domo and Adobe are empowering employees to create and share brand content.

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  • Make font size smaller for names/@handles and add company below each one
  • World Class Companies are branding from inside out……empowering their employees to be social.
  • *Text - grey
  • The New Competitive Advantage: Today, the social customerwants to do business with brands that have social employees.
  • KPIs Early ResultsExpected Results Platform screenshot
  • Not sure what this title means related to the marbles but assuming it will be in the voiceover?
  • Invited employees to become coauthors of the company’s social media policy.http://www.ibm.com/blogs/zz/en/guidelines.htmlIBMers treat it “like their Magna Carta”
  • Insights / Situation Expand trust and influence by empowering its employees to become more visible brand ambassadorsProvide helpful content for customers on diverse IT and business topicsValue of the Networking Exchange Blog …“Connect, engage and innovate with our network and technology experts, and explore new ways to power your business.”
  • Add two more key learnings – pull from lee webinar if you have to
  • Insights / SituationThe goal was to develop and implement a new internal structure that reduces “air pockets”(inefficiencies), amplifies employee feedback, and fosters buy-in to company initiatives.Build a dynamic social communications interface to connect executives with the Strategic Leadership Community (SLC) in order to plan, design, and implement corporate restructuring.During the SLX, Cisco leadership quickly found that certain types of questions were consistently being asked at certain points of the conversation. The WWHW Wheel was developed as a way to measure where employees were in the buy-in process.
  • Successful implementation of a leadership-driven open forum to drive business decisions without excluding from the conversation those affected by the decision.Streamlining of decision-making and communication processes.Renewed focus on the brand’s fundamental value propositionMarked improvement in Q4 2012 earnings, driven in large part by the structural reorganization designed and implemented as a result of the SLX meetings.
  • Extend reputation as a customer-focused brand by using social processes to make it seem as though customers were “walking the hallways.”Close the consumer feedback gap and open communication pathways both internally and externally.Design social media training programs that upheld the brand’s values and positioned it as a leader in social business adoption.5t
  • Developed the Social Media and Communities (SMaC) program, and its employee training counterpart, SMaC-UOther employee-focused initiatives include: Unconferences, Social Media and Reputation Team (SMaRT), Social Think Tanks, #DellSolves/@DellCares, SMaC Champions, Dell Rockstar, Social Media Listening Command Center, and IdeaStormDevelopment of a savvy, nimble employee base with rich knowledge in social media processesOpen company culture, where employee conversations with high-level managers and executives is not only allowed, but common—and encouraged!Quicker customer response timesMeasurable improvement in ROI through increased sales and customer satisfaction through social engagement.
  • Overall goal is not clear – something about employee training?
  • Transcript

    • 1. Join the Social Employee Revolution Learn How Leading Brands turn Employees into Advocates
    • 2. Speakers Mark Burgess @mnburgess Blue Focus Marketing® Cheryl Burgess @ckburgess Blue Focus Marketing® Nicole Alvino @nalvino Co-Founder, SocialChorus ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 3. What is the new normal and what does it mean for brands? ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 4. The New Normal: The world is social ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Brands no longer have complete control The biggest risk is not taking one
    • 5. Adapting to the New Normal Build clear sense of brand identity (e.g. mission, vision & values) Focus on building a culture to foster technology adoption Construct a collaborative mindset ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 6. Why do companies need to adopt social business strategies? ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 7. Social Business
    • 8. Why should brands empower their employees to become advocates? ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 9. Employees Are the Brand Bag of marbles has 300% more surface area ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: Ethan McCarty, IBM Source: Ethan McCarty, IBM @ethanmcc
    • 10. Inside Out Social Getting your insiders – your best employees, customers & partners – to share your good news with their social networks ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Customers (10K -1M) Customers (10K -1M) Social Media Team (5 - 10) Employees & Partners (1k-100K)
    • 11. Benefits Create brand advocates who share your story Humanize your brand in a social world Extend marketing investments Generate awareness, leads, and sales Improve employee morale Retain your high-value employees Build stronger relationships with customers Generate trust and authenticity for your business Create competitive advantage ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 12. Source: Blue Focus Marketing ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. The New Competitive Advantage Comfort level with social media tools Low High High Low THE GAP The New Social Customer (and Prospects) Employees at Most Companies Desire to connect and do business via social media
    • 13. How do you measure success? ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 14. KPIs Active employee advocates Advocate activities Audience engagements Advocate Marketing Value
    • 15. What are some examples of brands that are empowering employees to be brand advocates? ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 16. IBM Educate IBMers of social initiatives Empower employees to engage in social Provide employees with the tools they need to be successful ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: Ethan McCarty, IBM
    • 17. IBM Key Learnings Align brand values with employee values Think long-term & build to last Invite employees to become coauthors of the company’s social media policy -- Magna Carta moment Recognition is a powerful motivator ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 18. AT&T AT&T Networking Exchange Blog Goals • Provide helpful content for customers on IT & business topics • Expand trust & influence by empowering employees to be brand advocates Social Circle • Power 1,100 employees to share company news & initiatives with their social channels ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 19. AT&T – Key Learnings Reach of employees is far greater than reach of the brand Align with existing social media strategy ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Create leadership-specific training & engagement opportunities
    • 20. Cisco – Strategic Leadership Exchange Increase collaboration & engagement to break down communication gaps Empower employees to engage authentically Transform employees into advocates ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 21. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee (McGraw-Hill, 2014) Cisco – The WWHW Wheel
    • 22. Cisco – Key Learnings Executives lead the charge toward becoming a social business Answer “why” first - purpose drives motivation Measure employee buy-in ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 23. Dell – Social as a Core Competency Embed social media into the fabric of the company Empower employees to connect with customers Educate employees through formal training Listening at the heart of social business ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 24. Dell – Key Takeaways Little changes make big waves Empower employees through social media training and education Improve ROI through increased sales and customer satisfaction through social engagement ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 25. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Adobe – Center of Excellence Establish a system of social “guardrails” (vs. hard-fast rules) Help inform employee social engagement Empower employees to act independently Align with the company’s values
    • 26. Adobe – Key Learnings Challenge the “business as usual” mentality Build change into the process Let progress come organically “Give employees guardrails and they’ll be fearless.” Source: U.S. News, Mark Burgess, Dec 2013. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 27. ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Social media as a condition of employment for employees and a prerequisite for new hires Achieve 100% employee adoption of social media (<200 employees) Create a real-time case study of the process Domo - #DomoSocial Experiment
    • 28. Domo - Social Breakdown ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Source: The Social Employee, (McGraw-Hill 2014)
    • 29. Domo – Key Learnings 200,000+ new connections and followers 19% increase in existing employees’ social IQ Employees are gateway to greater brand awareness Small companies can see big results by empowering employees ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved.
    • 30. Thank you! Check out socialchorus.com/resources ©2014 Blue Focus Marketing® Intellectual Property. All rights reserved. Cheryl Burgess @ckburgess Mark Burgess @mnburgess cburgess@bluefocusmarketing.com mburgess@bluefocusmarketing.com Contact Us to Learn More About Social Employee And Social Executive Workshops for Your Organization