Featuring Chris Boudreaux, co-author
of
The Most Powerful Brand on Earth

socialmediagovernance.com

@cboudreau
x

@gregsh...
Over the next 40 minutes you’ll learn:
• Why you should empower employees & partners in social
media

• The surprising dyn...
Today’s speakers
Chris Boudreaux
Co-Author, The Most Powerful
Brand on Earth

Gregory Shove
Founder and CEO
SocialChorus

...
Before a revolution,
everyone says it’s impossible.

Afterward, everyone says it was
inevitable.

socialmediagovernance.co...
1
Why should a brand empower
employees in social media?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorus...
63% of people need to hear a
message 3-5 times to believe it
Survey Question
How many times in general do you need to hear...
Trust in social media is rapidly
increasing
Survey Question
How much do
you trust each
of the following
places as a
source...
Social media strongly impacts
organic search engine results
Most Influential Factors in Organic Search Performance
• Faceb...
Sales correlate with total advocates

Monthly Change in Sales

Monthly Change in Online Promoters v.
Monthly Change in Sal...
2
Why shouldn’t brands just
focus more on social media?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorus...
Marketing and communications
can not produce enough content
50% of marketers struggle with
producing engaging content
2/3r...
3
What sets advocates apart?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorusU

12
People trust advertising
from people they know

Trust

People I know

92%

Consumer opinions online

70%

Branded sites an...
Your communicators are
out-numbered

Your
Marketing
Team

Your
Experts

socialmediagovernance.com

@cboudreau
x

Your
Empl...
People trust employees more than
official brand sources
Survey Question -- Respondents who replied ―extremely credible‖ or...
4
What are additional benefits of
powering advocates?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorusU
...
Traffic from employees converts at
a significantly greater rate

Conversion Rate

Conversion Rate by Traffic Source
IBM - ...
5
Can’t we just focus
on influencers?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorusU

18
You must focus beyond select
influencers
The Reality of Online Influence

Implications

1. Past influence ≠ future
influen...
6
Where do successful
brands focus?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorusU

20
Keys to launching your advocate
army
1

2

Enable individuals

3

socialmediagovernance.com

Focus on relationships

Creat...
Focus on relationships

Typical Social Approach

Relationship Approach

• Venues & technologies

• Focus on people & their...
Relationship ecosystem
Topic A influencers

socialmediagovernance.com

@cboudreau
x

Topic B influencers

@gregshove

#Soc...
Portfolio approach that leverages
employees
INFLUENCE
People trust experts and employees
Experts and real employees earn m...
7
How do brands get the most
from their employees?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorusU

25
Enable each individual

Community Leadership
Community Facilitation
Professional Participation
Professional Presence

Atte...
Enable each individual

• Desire to build relationships and share expertise
• Desire to advance skills for the benefit of ...
Enable each individual

• Understands personal behaviors and preferences
• Understands business goals
Self Understanding
D...
Enable each individual

• Engages personal networks
• Adapts participation and content by
topic, audience
Attendance and L...
Enable each individual

• Establishes a professional presence
online
• Represents professional expertise
Professional Pres...
Enable each individual

• Answers questions
• Builds on what other people say
Professional Participation
Professional Pres...
Enable each individual

• Leads a network or community
• Is a Spokesperson or thought
leader
Community Facilitation
Profes...
• Influences conversations
• Creates conversions
Community Leadership
Community Facilitation
Professional Participation
Pr...
8
What type of approach
do you recommend?
socialmediagovernance.com

@cboudreau
x

@gregshove

#SocialChorusU

34
Create scalable structure
• Permission is not
enough

Lead
Prepare

Perform

• Relationships

Right
Employee

• Conversati...
Additional Questions?
Chris Boudreaux
@SocialChorus

@cboudreaux

socialchorus.com/tour

chris@socialmediagovernance.co
m
...
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Launch Your Advocate Army

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Transcript of "Launch Your Advocate Army "

  1. 1. Featuring Chris Boudreaux, co-author of The Most Powerful Brand on Earth socialmediagovernance.com @cboudreau x @gregshove
  2. 2. Over the next 40 minutes you’ll learn: • Why you should empower employees & partners in social media • The surprising dynamics of online influence & how to leverage them • Skills that employees need to effectively engage in public, real-time conversations • How to plan, execute & manage development of employee relationships online socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 2
  3. 3. Today’s speakers Chris Boudreaux Co-Author, The Most Powerful Brand on Earth Gregory Shove Founder and CEO SocialChorus socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 3
  4. 4. Before a revolution, everyone says it’s impossible. Afterward, everyone says it was inevitable. socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 4
  5. 5. 1 Why should a brand empower employees in social media? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 5
  6. 6. 63% of people need to hear a message 3-5 times to believe it Survey Question How many times in general do you need to hear something about a specific company to believe that information is likely to be true? 10+ times 12% 6-9 times 6% Once 4% Twice 14% 4-5 times 29% 3 times 35% Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. ―2012 Edelman Trust Barometer.‖ http://bit.ly/Edelman-2012. socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 6
  7. 7. Trust in social media is rapidly increasing Survey Question How much do you trust each of the following places as a source of information about a company? +10% 32% 29% +18% 26% 22% +23% +75% 14% 16% 13% 8% ―Trust a Great Deal‖; Informed Publics ages 25 – 64 in 20 countries. Source: Nielsen Global Trust in Advertising Survey, Q3 2011. socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 7
  8. 8. Social media strongly impacts organic search engine results Most Influential Factors in Organic Search Performance • Facebook Shares • Backlinks • Facebook Total • Facebook Comments • Facebook Likes • Tweets Source: SearchMetrics. ―Facebook and Twitter Shares Closely Linked with High Google Search Rankings‖. 7 June 2012. www.searchmetrics.com socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 8
  9. 9. Sales correlate with total advocates Monthly Change in Sales Monthly Change in Online Promoters v. Monthly Change in Sales Monthly Change in Total Online Promoters Sources: socialmediagovernance.com @cboudreau x @gregshove • On average, 53% of changes in online and offline sales can be attributed to changes in the number of people advocating for a brand online • Not the number of online messages or posts about a brand #SocialChorusU 9
  10. 10. 2 Why shouldn’t brands just focus more on social media? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 10
  11. 11. Marketing and communications can not produce enough content 50% of marketers struggle with producing engaging content 2/3rds of B2B content marketers find it difficult to produce enough content Source: Joe Pulizzi and Ann Handley.―B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America. Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench. socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 11
  12. 12. 3 What sets advocates apart? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 12
  13. 13. People trust advertising from people they know Trust People I know 92% Consumer opinions online 70% Branded sites and editorial content 58% Emails I register for Survey Question To what extent do you trust the following forms of advertising? 50% Brand sponsorships; Ads on TV, magazines, newspaper, or outdoor Ads on search engines, radio, before movies, TV product placement 47% 40% Online banners and video ads Source: Nielsen Global Trust in Advertising Survey, Q3 2011. socialmediagovernance.com @cboudreau x Don’t Trust 33% Ads on mobiles 30% @gregshove #SocialChorusU 13
  14. 14. Your communicators are out-numbered Your Marketing Team Your Experts socialmediagovernance.com @cboudreau x Your Employees Your Customers @gregshove #SocialChorusU 14
  15. 15. People trust employees more than official brand sources Survey Question -- Respondents who replied ―extremely credible‖ or ―very credible‖ to: If you heard information about a company from one of these people, how credible would that information be? Employees NonEmployees Source: Edelman. ―2012 Edelman Trust Barometer.‖ http://bit.ly/Edelman-2012. socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 15
  16. 16. 4 What are additional benefits of powering advocates? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 16
  17. 17. Traffic from employees converts at a significantly greater rate Conversion Rate Conversion Rate by Traffic Source IBM - 2012 Source: Susan Emerick, ―IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot‖. September 2012. socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 17
  18. 18. 5 Can’t we just focus on influencers? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 18
  19. 19. You must focus beyond select influencers The Reality of Online Influence Implications 1. Past influence ≠ future influence The most successful influencer relationship programs 2. 50% of product adoption is explained by homophily (people like me), not influence 3. Influencers may be tough to find (e.g., velvet rope communities) socialmediagovernance.com @cboudreau x 1. Spread their efforts across a wider portfolio of influencers 2. Help employees establish their own influence, at multiple levels @gregshove #SocialChorusU 19
  20. 20. 6 Where do successful brands focus? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 20
  21. 21. Keys to launching your advocate army 1 2 Enable individuals 3 socialmediagovernance.com Focus on relationships Create a scalable structure @cboudreau x @gregshove #SocialChorusU 22
  22. 22. Focus on relationships Typical Social Approach Relationship Approach • Venues & technologies • Focus on people & their relationships • Brand presence • Difficult to show empathy and passion • Help audiences establish relationships with ―people like me‖ • Employees & partners extend their reputation for brand benefit socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 23
  23. 23. Relationship ecosystem Topic A influencers socialmediagovernance.com @cboudreau x Topic B influencers @gregshove #SocialChorusU 23
  24. 24. Portfolio approach that leverages employees INFLUENCE People trust experts and employees Experts and real employees earn more trust than corporate voices and executives HOMOPHILY Shared interests We all form relationships with people we perceive to be like ourselves EMPLOYEE DIVERSITY This is how you scale… But it conflicts with traditional marketer mentality of control socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 24
  25. 25. 7 How do brands get the most from their employees? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 25
  26. 26. Enable each individual Community Leadership Community Facilitation Professional Participation Professional Presence Attendance and Listening Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 26
  27. 27. Enable each individual • Desire to build relationships and share expertise • Desire to advance skills for the benefit of the brand Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 27
  28. 28. Enable each individual • Understands personal behaviors and preferences • Understands business goals Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 28
  29. 29. Enable each individual • Engages personal networks • Adapts participation and content by topic, audience Attendance and Listening Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 29
  30. 30. Enable each individual • Establishes a professional presence online • Represents professional expertise Professional Presence Attendance and Listening Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 30
  31. 31. Enable each individual • Answers questions • Builds on what other people say Professional Participation Professional Presence Attendance and Listening Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 31
  32. 32. Enable each individual • Leads a network or community • Is a Spokesperson or thought leader Community Facilitation Professional Participation Professional Presence Attendance and Listening Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 32
  33. 33. • Influences conversations • Creates conversions Community Leadership Community Facilitation Professional Participation Professional Presence Attendance and Listening Self Understanding Desire to Engage socialmediagovernance.com @cboudreau x Source: The Most Powerful Brand on Earth, 2013 @gregshove #SocialChorusU 33
  34. 34. 8 What type of approach do you recommend? socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 34
  35. 35. Create scalable structure • Permission is not enough Lead Prepare Perform • Relationships Right Employee • Conversations Right Interaction • Tactics • Capabilities socialmediagovernance.com Right Content • PR approaches and tools break at this scale Right Audience • Operating Model • Measurement • Traditional influencer outreach is only part of the solution Source: The Most Powerful Brand on Earth. @cboudreau x @gregshove • Provide knowledge and tools #SocialChorusU 35
  36. 36. Additional Questions? Chris Boudreaux @SocialChorus @cboudreaux socialchorus.com/tour chris@socialmediagovernance.co m (415) 692-1250 socialmediagovernance.com @cboudreau x @gregshove #SocialChorusU 36

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