Supercharge Your Brand:
How Companywide Empowerment
Drives Social Media Advocacy
By the authors of The Most Powerful Brand...
Before a revolution,
everyone says it’s impossible.
Afterward, everyone says it was
inevitable.

@cboudreaux @sfemerick

2
Brands hesitate to empower employees and partners
for reasons of fear or uncertainty.
Common Reasons Brands Hesitate to Em...
This session explains why you should empower
employees in social media, and some tips to do it.
Contents of Today’s Sessio...
Trust matters in a world where 63% of people need to
hear a message 3-5 times to believe it.
Survey Question
How many time...
Trust in social media is rapidly increasing.
Survey Question
How much do you trust each of the following places as a sourc...
Social media strongly impact organic search engine
results.
Most Influential Factors in Organic Search Performance

• Face...
Sales correlate with the total number of people who
advocate for a brand -- across industries.

Monthly Change in Sales

M...
Summary, so far…

Increase social media in
the marketing mix!!

Revenues
Correlate
With
Advocates

Increasing
Resistance t...
Your marketing and communications teams can not
produce enough content.

Two-thirds of B2B content marketers find
it diffi...
People trust advertising from people they know.
Trust

Don’t
Trust

92%

Survey Question
To what extent do you trust
the f...
People trust employees more than official brand
sources.
Survey Question
Respondents who replied “extremely credible” or “...
Traffic from employee-owned social media converts
at a significantly higher rate.

Conversion Rate

Conversion Rate by Tra...
Your professional communicators can not develop
relationships with all of your customers.
Engage the
Influencers!!!

Your
...
You must focus on more than select Influencers.

The Reality of Online Influence

Implications for Influencer Management

...
Summary, so far…
Employee
Conversion
Rate is
Higher

Can’t
Produce
Enough
Content
Increasing
Resistance to
New
Messages

N...
How will your brand empower
employees and partners to nurture
relationships in social media?

@cboudreaux @sfemerick

17
Keys to Successful Employee and Partner Empowerment

1 • Focus on Relationships

2 • Enable Individuals

3 • Create a Scal...
1

Focus on Relationships

Typical Approach to Social Media

People-Centric Relationships

•

Venues and technologies

•

...
Relationship Ecosystem
Topic A Influencers

Topic B Influencers

@cboudreaux @sfemerick

20
Influencing conversations online requires a portfolio
approach that leverages employees.

INFLUENCE
People trust experts a...
2

Enable each individual.

tio
lu
vo
E

n

of

e
th

m
lE
cia
So

ee
oy
pl

• Desire to build relationships and share exp...
2

Enable each individual.

tio
lu
vo
E

n

of

e
th

m
lE
cia
So

ee
oy
pl

• Understands personal behaviors and preferen...
2

Enable each individual.

tio
lu
vo
E

n

of

e
th

m
lE
cia
So

ee
oy
pl

• Engages personal networks
• Adapts particip...
2

Enable each individual.

tio
lu
vo
E

n

o

he
ft

m
lE
cia
So

ee
oy
pl

• Establishes a professional
presence online
...
2

Enable each individual.

tio
lu
vo
E

n

o

he
ft

m
lE
cia
So

ee
oy
pl

• Answers questions
• Builds on what other pe...
2

Enable each individual.

tio
lu
vo
E

n

e
th
of

m
lE
cia
So

ee
oy
pl

• Leads a network or community
• Is a Spokespe...
2

Enable each individual.

tio
lu
vo
E

n

e
th
of

m
lE
cia
So

• Influences conversations
• Creates significant convers...
Traffic from employee-owned social media converts
at a significantly higher rate.

Conversion Rate

Conversion Rate by Tra...
So, how do you do all of this at scale?

@cboudreaux @sfemerick
3

Create scalable structure.

Lead
Prepare
• Relationships
• Conversations
• Tactics
• Capabilities
• Operating Model
• M...
Equip each employee or partner for targeted outreach
and relationship development.
Behavioral
preferences

Skills

Experti...
Social media marketers are change agents who
mobilize employees and partners.
The New Role of The Social Media Marketer
Cu...
Your next steps depend on where you are today.

Getting Started

Develop an action plan

•

Employee inventory and segment...
Connect with today’s speakers
The Most Powerful Brand On Earth:
How to Transform Teams, Empower Employees, Integrate
Partn...
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Marketing profs webinar-2013_mostpowerfulbrand_vslideshare

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This presentation was a MarketingProfs PRO Seminar, originally presented on September 12, 2013

Supercharge Your Brand: How Companywide Empowerment Drives Social Media Advocacy

Abstract of the web seminar:
In this MarketingProfs PRO seminar, you’ll learn how empowering your employees, customers, and partners to use social media to drive engagement, create meaningful customer relationships, and engage in real-time conversations can help increase your brand awareness and revenues, while decreasing your marketing, sales, and customer service costs.

If you want to register to listen to the replay ($129.00) go to: http://www.marketingprofs.com/marketing/online-seminars/659

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Marketing profs webinar-2013_mostpowerfulbrand_vslideshare

  1. 1. Supercharge Your Brand: How Companywide Empowerment Drives Social Media Advocacy By the authors of The Most Powerful Brand on Earth Susan Emerick @sfemerick Chris Boudreaux @cboudreaux @cboudreaux @sfemerick 1
  2. 2. Before a revolution, everyone says it’s impossible. Afterward, everyone says it was inevitable. @cboudreaux @sfemerick 2
  3. 3. Brands hesitate to empower employees and partners for reasons of fear or uncertainty. Common Reasons Brands Hesitate to Empower Employees in Social Media ④ ③ ② ① Fear of damage to brand reputation ⑤ Unsure how to begin Regulatory concerns Hesitance to dis-intermediate the marketing team from customers Don’t want employees creating brand assets that the brand does not own @cboudreaux @sfemerick 3
  4. 4. This session explains why you should empower employees in social media, and some tips to do it. Contents of Today’s Session 1.Why you should empower employees and partners in social media: Generate greater awareness and revenues while decreasing costs of Marketing, Selling, Customer service and recruiting 2.Proven Model •The surprising dynamics of online influence and how to leverage them •Skills that employees need to effectively engage in public, real-time conversations •How to plan, execute, and manage development of employee relationships online @cboudreaux @sfemerick 4
  5. 5. Trust matters in a world where 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? Ten or More Times 12% Six to Nine Times 6% Four or Five Times 29% Once 4% Twice 14% Three Times 35% Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012. @cboudreaux @sfemerick 5
  6. 6. 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. @cboudreaux @sfemerick 6
  7. 7. Social media strongly impact 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. @cboudreaux @sfemerick 7
  8. 8. Sales correlate with the total number of people who advocate for a brand -- across industries. Monthly Change in Sales Monthly Change in Online Promoters v. Monthly Change in Sales • 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 Monthly Change in Total Online Promoters Sources: @cboudreaux @sfemerick 8
  9. 9. Summary, so far… Increase social media in the marketing mix!! Revenues Correlate With Advocates Increasing Resistance to New Messages Need to Do More With The Same or Less Increasing Trust in Social Media Social Drives Organic Search @cboudreaux @sfemerick 9
  10. 10. Your marketing and communications teams can not produce enough content. Two-thirds of B2B content marketers find it difficult to produce enough content. Half struggle with producing the kind of content that engages. Source: Bob 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. @cboudreaux @sfemerick 10
  11. 11. People trust advertising from people they know. Trust Don’t Trust 92% Survey Question To what extent do you trust the following forms of advertising? 92% 70% 58% 50% 46 - 47% 40 - 42% Source: Nielsen Global Trust in Advertising Survey, Q3 2011. 70% 58% 50% 47% 40% 33% 30% @cboudreaux @sfemerick 11
  12. 12. People trust employees more than official brand sources. Survey Question Respondents who replied “extremely credible” or “very credible” to the following question: 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. @cboudreaux @sfemerick 12
  13. 13. Traffic from employee-owned social media converts at a significantly higher rate. Conversion Rate Conversion Rate by Traffic Source IBM - 2012 >2 xC on n s io v er Ra te Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012. @cboudreaux @sfemerick 13
  14. 14. Your professional communicators can not develop relationships with all of your customers. Engage the Influencers!!! Your Marketing Team Your Experts Your Employees Your Customers @cboudreaux @sfemerick 14
  15. 15. You must focus on more than select Influencers. The Reality of Online Influence Implications for Influencer Management 1.Past influence The most successful influencer relationship programs Future influence ≠ 2.50% of product adoption is explained by homophily (people like me), not influence 1.Spread their efforts across a wider portfolio of influencers 3.Influencers may be tough to find (e.g., Velvet rope communities) 2.Help employees establish their own influence, at multiple levels @cboudreaux @sfemerick 15
  16. 16. Summary, so far… Employee Conversion Rate is Higher Can’t Produce Enough Content Increasing Resistance to New Messages Need to Do More With The Same or Less People Trus t Experts and Employees People Trus t People Like Them Revenues Correlate With Advocates Influencers (partial solution) Increasing Trust in Social Media Social Drives Organic Search @cboudreaux @sfemerick 16
  17. 17. How will your brand empower employees and partners to nurture relationships in social media? @cboudreaux @sfemerick 17
  18. 18. Keys to Successful Employee and Partner Empowerment 1 • Focus on Relationships 2 • Enable Individuals 3 • Create a Scalable Structure @cboudreaux @sfemerick
  19. 19. 1 Focus on Relationships Typical Approach to Social Media People-Centric Relationships • Venues and technologies • • Brand presence Social strategies focus on people and relationships • Difficult to show empathy and passion • Create opportunities for audiences to establish relationships with “people like me” • Employees and partners extend their reputation online for the benefit of the brand @cboudreaux @sfemerick
  20. 20. Relationship Ecosystem Topic A Influencers Topic B Influencers @cboudreaux @sfemerick 20
  21. 21. Influencing conversations online requires a 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 @cboudreaux @sfemerick
  22. 22. 2 Enable each individual. tio lu vo E n of e th m lE cia So ee oy pl • Desire to build relationships and share expertise • Desire to advance skills for the benefit of the brand Desire to Engage Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 22
  23. 23. 2 Enable each individual. tio lu vo E n of e th m lE cia So ee oy pl • Understands personal behaviors and preferences • Understands business goals Self Understanding Desire to Engage Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 23
  24. 24. 2 Enable each individual. tio lu vo E n of e th m lE cia So ee oy pl • Engages personal networks • Adapts participation and content by topic, audience Attendance and Listening Self Understanding Desire to Engage Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 24
  25. 25. 2 Enable each individual. tio lu vo E n o he ft m lE cia So ee oy pl • Establishes a professional presence online • Represents professional expertise Professional Presence Attendance and Listening Self Understanding Desire to Engage Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 25
  26. 26. 2 Enable each individual. tio lu vo E n o he ft m lE cia So ee oy pl • Answers questions • Builds on what other people say Professional Participation Professional Presence Attendance and Listening Self Understanding Desire to Engage Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 26
  27. 27. 2 Enable each individual. tio lu vo E n e th of m lE cia So ee oy pl • 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 Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 27
  28. 28. 2 Enable each individual. tio lu vo E n e th of m lE cia So • Influences conversations • Creates significant conversions ee oy pl Community Leadership Community Facilitation Professional Participation Professional Presence Attendance and Listening Self Understanding Desire to Engage Source: The Most Powerful Brand on Earth, 2013 Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick 28
  29. 29. Traffic from employee-owned social media converts at a significantly higher rate. Conversion Rate Conversion Rate by Traffic Source IBM - 2012 x >2 n Co si o ve r nR ate Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012. @cboudreaux @sfemerick 29
  30. 30. So, how do you do all of this at scale? @cboudreaux @sfemerick
  31. 31. 3 Create scalable structure. Lead Prepare • Relationships • Conversations • Tactics • Capabilities • Operating Model • Measurement • Permission is not enough Perform • Traditional influencer outreach is only part of the solution Right Employee Right Interaction Right Content Right Audience • PR approaches and tools break at this scale • Provide knowledge and tools Source: The Most Powerful Brand on Earth. Source: The Most Powerful Brand on Earth (Prentice-Hall 2013). @cboudreaux @sfemerick
  32. 32. Equip each employee or partner for targeted outreach and relationship development. Behavioral preferences Skills Expertise Online & Offline presence Market + Social Intelligence Marketing Change Agent Employees and Partners Influencers & “People like me” Analytics @cboudreaux @sfemerick
  33. 33. Social media marketers are change agents who mobilize employees and partners. The New Role of The Social Media Marketer Customers, Candidates, etc. • Oversee for all aspects of a social empowerment program • Act as the personal conduit, coach and trainer to employees and partners • Identify, educate and empower Employees and Partners Marketing Change Agent @cboudreaux @sfemerick
  34. 34. Your next steps depend on where you are today. Getting Started Develop an action plan • Employee inventory and segmentation • • Existing influencer relationships and activities Identify employees who have built an influential presence in social media, and determine how you can help them achieve more impact. • Understand the conversation • • Benchmark performance and set targets for change Too focused on too few influencers? Grow the portfolio of influencers that you nurture. • Conduct research to better understand where influencers who are important to your brand engage online. Do you need to adjustment the venues where you engage? @cboudreaux @sfemerick
  35. 35. Connect with today’s speakers The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media Susan Emerick leads enterprise social business programs for IBM. As an author, speaker, and adjunct professor, Susan helps marketers use social and digital media to foster long-term, high-value relationships with clients, prospects, partners, colleagues, and communities. Beginning in 2008, Susan helped establish a social insights practice at IBM, to continually develop social listening insights that drive marketing planning and social engagement strategies. This IBM initiative was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business. susanemerick.com @sfemerick linkedin.com/in/sfemerick/ bit.ly/susan-emerick Chris Boudreaux helps large brands transform their business operations through digital and social media. He also has global responsibility for social media technology offerings at a leading technology and management consultancy. In 2008, he created SocialMediaGovernance.com to help organizations get the most from their social media efforts. In 2011, he coauthored The Social Media Management Handbook (Wiley & Sons), and his studies of social media have been referenced by corporations, governments, industry analysts and nonprofits around the world. He also led business development and marketing at two online start-ups, one of which was acquired by Glam Media. socialmediagovernance.com @cboudreaux linkedin.com/in/chrisboudreaux bit.ly/cboudreaux @cboudreaux @sfemerick

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